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Dinner Dialogue: Replacing Assumption With Actionable Prediction: Avoiding the Pitfalls When Reaching and Engaging the SMB Market

Date: October 13, 2015 - November 19, 2015
Time: 6:30 PM
Location: Please see below

Since the small and medium-size business (SMB) market is awash with opportunity, it is undeniable that making the case for creating a segmentation strategy to specifically address the small business owner is almost intoxicating. When the CMO Council asked what marketers felt their greatest challenge would be specific to addressing the SMB space, 35 percent pointed to verifying the lead and contact data of a quickly shifting SMB contact list while 30 percent felt their biggest challenge was gaining visibility into the buying and decision cycle of the SMB buyer. So the real question isn’t if the SMB market is rife with opportunity—it is how we can effectively reach and activate the market.


Please join the CMO Council’s executive roundtable, where the focus of our conversation will be around discussing the challenges that marketers are facing in reaching and effectively activating the SMB business marketplace.


During dinner, we will explore such questions as:


  • Where and how is the combination of data and software data being most effectively leveraged for a sustainable customer acquisition strategy when reaching and engaging with the SMB market, and is this working at scale?
  • What assumptions are being made about the behaviors, outlook and intentions of the ideal SMB buyer/specifier?
  • What data sources and actionable points of insight are critical to creating a unique SMB customer journey?
  • Can the SMB market be engaged with internal data alone?
  • What has emerged as the most significant roadblock to achieving true, predictive, intelligence-driven roadmaps to SMB engagement?


This series of dinners will be held at the following dates and locations:


October 13 – San Francisco

October 15 – Seattle

October 20 – New York City 

October 22 – Atlanta

November 17 – Chicago

November 19 – Dallas

To request an invitation:


- For San Francisco, Atlanta, and Dallas: please contact Amy Friedhoff at or 408.677.5336


- For Seattle, New York, and Chicago: please contact Virginia Tran at or 408.677.5332

Webcast: The Best Actions to Make Personalization Possible: Amplifying the Customer’s Voice for a Lasting Experience

Date: October 13, 2015
Time: 10:00AM PT/1:00PM ET/5:00PM GMT
Location: To Register Please See Below

As marketers grow in their commitment to customer experience and in their understanding of the critical role data plays in marketing’s success, personalization at scale and in context continues to challenge even the most skilled and seasoned marketers. Somewhere between the rapid evolution of digital marketing engagements and the rush to aggregate and collect data, the path from data to intelligence has been obscured and makes a state of personalized customer experience even harder to reach. In a day when the customer expects relevance regardless of channel, marketing must take a leap of faith, turning to new strategies and new opportunities to ask even more critical questions of our customer data. It is, in short, a new opportunity to make true personalization entirely possible.


To explore the opportunity to take the next big pivot in customer experience strategy and address the new requirements of data, the CMO Council, in partnership with Microsoft, will explore the modern requirements of tapping into the power of personalization, gaining insight into where and how marketers can advance the voice of the customer in relevant and profitable experiences that transcend one-off campaigns. This webcast will pulse the marketing mindset to capture the best action plans of marketers looking to take the next step to personalization by leveraging the rich signals and contextual queues that customer intelligence has to offer.


Speakers will include:


  • Liz Miller, SVP Marketing - CMO Council
  • Brett Steiger, Head of Brand Marketing, Travelocity
  • Derek Bevan, Data Scientist - Microsoft
  • Paul Metzler, Senior Director, Global & Corporate Insights - PGA of America
  • Roger Longbotham, Sr. Principal Data Scientist - Microsoft


* Microsoft may use your contact information to send you relevant content or offers. You can unsubscribe at any time. Microsoft Privacy Statement 

For more information, contact Virginia Tran at


To register, please click here:

Webcast: Digital Transformation: Reviewing the Cornerstone of Customer Experience Success

Date: October 20, 2015
Time: 10:00AM PT/1:00PM ET/5:00PM GMT
Location: To Register Please See Below

There is little doubt that marketers have made a commitment to customer experience, from developing roadmaps to an uncompromising customer journey to the development of data-rich personalized engagements. Yet far too often, the best customer experience strategies are derailed by unintentional disconnects or organizational data silos that have proven difficult to integrate. Without intentional and strategic digital transformation, customer experience strategies prove to be a more difficult task.


Over the course of the first half of 2015, the CMO Council, in partnership with SDL—a leader in customer experience management solutions—hosted a series of dinner dialogue events focused on the advancement of the customer journey through deeply contextual customer experience strategies. Marketers from Seattle to St. Louis to New York City all agreed that crafting a multi-channel experience that was robust, personalized, measurable and whose results tied to revenue was paramount to their own (and their brand’s) success. But the constant evolution of digital across people, process and technology has proven to be a formidable challenge.


To review the insights gathered through these recent 2015 roundtables and to hear best practices from marketers who have already made significant headway in advancing their digital transformation, the CMO Council will host a one-hour interactive webcast. Some of the key conversations to be shared in this webcast include:


  • Aligning the customer journey with the digital landscape: Are all of the bases covered?
  • Leveraging data to better inform decision making and experience alignment
  • Developing an engine to drive consistency across all channels—and having the talent to fuel the machine
  • Marketing to tomorrow’s customer by creating nimble strategies that can support their ever-changing needs, wants and expectations

For more information, contact Amy Friedhoff at


To register, please click here:


Webcast: Are We Driving Revenue or Driving Customers? Knowing the Difference and Developing Strategies for Success

Date: October 27, 2015
Time: 10:00AM PT/1:00PM ET/5:00PM GMT
Location: To Register Please See Below

The CMO Council, in partnership with Pegasystems, has been asking senior marketing leaders about which core aspects of their customer experience strategies have developed the most robust and profitable results with their customers. Early indicators point to some key areas of interest:


  • Personalization based on customer voice and insights is the top strategy that marketers believe will lead to maximized profitability from customer engagements.
  • While marketers believe their view of the customer is getting better all the time, most say that their ability to deliver on the marketing promises being made by the brand is really a hit or miss situation.
  • Many marketers are moving away from campaign metrics to define success and shifting toward revenue metrics to gauge performance—and with that in mind, they admit they are not yet fully realizing optimal revenue potential from their customers


As these findings continue to emerge, marketers have started to question whether their marketing and engagement strategies are truly guiding customers through the buying and engagement journeys or if they are just getting pushed into the next best campaign. The question becomes: Are our customer experience strategies purpose-built to drive revenue through insight-driven customer experiences that lead to robust relationships, or are we just driving customers through an automated process to a single purchase? Moreover, do we know the difference between these two paths?


The CMO Council will host a one-hour interactive webcast to share leading insights from experts and peers to address how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing.” We will discuss the findings of a current CMO Council study of senior marketing executives and her from industry experts and marketing leaders on where and how strategies are being developed that look to connect and aggregate key points of customer insight, as well as identify how those insights are working to create personalized experiences, enriched customer journeys and next best actions based on the customer.


Speakers will include:


  • Liz Miller, SVP Marketing - CMO Council
  • Vincent Jeffs, Director of Product Marketing - Pegasystems
  • Chris Helle, Executive Director of Brand Marketing & Strategy, XFINITY - Comcast
  • Cynthia Ricciardi, VP CRM - SiriusXM

For more information, contact Amandine Aubin at


To register, please click here:

Dinner Dialogue: Create a Frictionless Customer Experience

Date: October 29, 2015
Time: 6:30 pm
Location: Singapore, Singapore

In the recently released report from the Chief Marketing Officer (CMO) Council, conducted in partnership with IBM Digital Experience, only 19 percent said they are extremely good or very good at creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide.  To explore how marketers are evolving customer engagement strategies in the age of digital experience, the CMO Council, in partnership with IBM, will host an executive leadership roundtable that will ask marketing leaders and industry experts to share their insights into the best practices for realizing the maximum value from each customer interaction.


Some of the topics that will be debated include:


• How to create more rewarding and personal customer experiences

• Where and how digital experiences are shaping and influencing the attraction, acquisition, conversion, monetization and retention of customers

• Understanding data in time to gain a competitive edge

• Achieving business impact with more enriched, personalized content and digital interaction


Be our guest on Thursday, October 29, as the CMO Council hosts a gathering of true marketing peers and thought leaders. To reserve your seat at this executive roundtable, please contact Allison Wong at or 408.677.5262.

Pre-CMO Council Summit Webcasts - CMO Rising: Reshaping The Role

Date: November 4, 2015 - March 31, 2016
Location: To Register Please See Below

Chief marketing officers are being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations. They are surrounded by title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation. In many organizations, marketing still struggles for legitimacy and credibility.


While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to change. 


Today’s increasingly complex, distributed and digitally driven marketing ecosystem is putting pressure on global marketers to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions. While digital marketing complexity is enormous—providing most CMOs with major transformation challenges—many are thriving on new customer insights and campaign measurement tools that make a strong case for marketing value, spend and sales pipeline contributions. They are collaborating at unprecedented levels with CFOs, CIOs and COOs, as well as establishing themselves as market experts, customer experience architects, and well-informed global strategists.


To kick off our global CMO Council CMO Summit 2015, we will be hosting three pre-summit webcasts that will explore these topics and provide further insights into what to expect and topics for discussion at each summit.



CMO Summit North America Pre-Summit Webcast - Wednesday, November 4, 2015, 10:00AM PT/1:00 ET



- To register, please click here:



CMO Summit EMEA Pre-Summit Webcast - February/March, 2016



Further Details To Be Announced



CMO Summit Asia-Pacific Pre-Summit Webcast - February/March, 2016



Further Details To Be Announced





Liz Miller, SVP Marketing - CMO Council


Further webcast details will be announced shortly.

Dinner Dialogue: Mapping Monetization: New Strategies for Content, Context, and Frictionless Commerce

Date: November 4, 2015 - November 12, 2015
Time: 6:30 PM
Location: Boston, MA, NYC, NY, Los Angeles, CA

Marketing strategy mandates ebb and flow—from content marketing as a priority to the rise and questioning of big data—yet one mandate remains ever-constant across the C-suite and board-level view: customer revenue optimization. For organizations with decidedly digital commerce directions, the monetization picture can range from the sale of products to the monetization of content, resources or services.

Please join the CMO Council's executive roundtable where the focus of our conversation will be around the realities of transforming organizations, strategies and revenue models as well as developing winning strategies to emerge from the online revenue maze.

During dinner, we will explore such questions as: 


  • From streaming video to subscription-based content feeds, marketers are identifying new products, but need the infrastructure to be able to quickly, easily and painlessly bring these revenue generators to market. Is your business ready to join the over-the-top content economy?
  • The digital customer is not willing to wait, and the new millennial buyer will demand a frictionless and transparent digital experience. Is your organization’s customer experience scalable and ready to be automated?
  • From content to products and services, every organization across B2B and B2C industries likely has a new product offering that is ripe for this new subscription-based, over-the-top market. The question becomes: is your organization ready to support this? 


This series of dinners will be held at the following dates and locations:


November 4 – Boston

November 5 – New York City 

November 12 - Los Angeles

For Boston and NYC: please contact Amy Friedhoff at or 408.677.5336

For LA: please contact Amandine Aubin at or 408.677.5264


CMO Summit 2015 - CMO Rising: Reshaping the Role

Date: December 7, 2015 - April 30, 2016
Location: Please See Below

Chief Marketing Officers are being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations. They are surrounded by title inflation and new subdivisions in the C-Suite including new “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation.


With these critical issues facing senior marketing leaders, we are excited to bring back the CMO Council's CMO Summits!


At this year's global CMO Council CMO Summit 2015, we will explore the criticality of talent, technology and transformation in this age of the connected customer and the digital business. The event will feature a range of expert keynotes and interactive panels, along with a highly immersive working group session, where peers will debate and discuss core aspects of how the CMO role must evolve and transform.


Panels and keynote sessions at the event will include:


  • The CMO of 2020: Anticipating the Transformation of the Role
  • Define How the CMO Should Align + Combine in the C-Suite
  • The Path from CMO to CEO


Key discussion topics: customer engagement tactics, digital strategies, marketing technology investments, millennials as consumers and employees, revolutionary cult brands, and marketing’s role in establishing and fostering customer-centric cultures.


Now is the time for the role of the CMO to rise and be reshaped, redefined and recaptured so don’t miss this exclusive opportunity to delve deeper into your entire role as a senior marketing executive and advance your career!


CMO Summit 2015 will be held in:


  • Napa at Silverado Resort & Spa in Napa, California - December 7-8, 2015
  • London at Pennyhill Park Hotel in Surrey, UK - March/April 2016
  • Singapore at Resorts World Sentosa - March/April 2016

more information »
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CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333

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