2007 CMO Council European Summit: Impacting Value
How Marketing Drives Business Innovation & Growth
Hotel Adlon Kempinski. Berlin, Germany.
November 27 – 28, 2007
Marketing’s Need to Create Business Value:
Marketers in global organizations, regional operations and micro-businesses are being challenged like never before to evidence the business value of their strategies, programs, resources and spend. The advent of the chief marketing officer has heightened CEO, managing director and board expectations for marketing to assume a more strategic mantle commensurate with the title and the territory.
No longer is it sufficient to only drive branding and tactical communications. Senior marketers must now ensure that business operations are centered and aligned on optimizing every facet of the customer experience across disparate cultures, geographies and market segments. This includes product specification and delivery, user interface, pricing, point-of-sale, service and support, business policies and practices, reseller management, as well as consistency and relevancy of multi-channel communications.
Making an argument for marketing spend must be supported by thorough and deep analytics on where and how marketing is impacting customer consideration, acquisition, satisfaction, and retention. It requires visibility into all customer touch points and constant monitoring of customer interactions, exchanges and engagement, both off-line and online. Evidencing marketing’s role in predisposing customer markets, driving deal flow, improving channel performance, and accelerating sales closure is now a top priority.
Innovation has also become pivotal in marketing portfolio management. New approaches to accessing and influencing an increasingly segmented and global market can create differentiation. Better ways to structure and run marketing operations using automated solutions and hosted platforms are critical to greater efficiency, accountability and yield. Smarter use of agency resources and business process outsourcing is creating competitive advantage. And the right creative partnerships and alliances can improve visibility, stature and market momentum.
The 2007 CMO Council European Summit -- “Impacting Value: How Marketing Drives Business Innovation and Growth” -- will take on these issues and beyond providing an open forum for senior marketers in the EMEA region to gather, contemplate, formulate and advocate best practices to define the impact of marketing value.
Today’s marketers must face globalization, new media channels, market fragmentation, increased customer control and demands, product and service commoditization and the constant push for innovative competitive edge and increased profit, senior marketers have quite the burden to bear. The CMO Summit will be an opportunity to convene in Berlin on November 27 – 28, 2007 to meet with peers to discuss the various channels in which marketing impacts business value.
Highlighting the opening day will be a keynote address from noted brand economist, David Haith who will discuss turning marketing and brand activities into tangible financial achievement…and how to report on that increased ROI. Discussing his positions on Brand Valuation, including the methodology related with sourcing financial market research and marketing information and its synthesis into actionable brand valuation results.
Attendees will break into dynamic discussion tracks, one track focused on the needs of enterprise marketing professionals, the second tailored for SME marketers. Topics within each track focus on how to best drive performance, measurable results and growth within the marketing unit and business organization.
Taking a deep dive into the theme of this year’s CMO Summit – “Impacting Value” – will enable participants – no matter the size, scope or reach of the organization – to review and revise their marketing plans for 2008, and take a hard look at their own marketing organization can optimize the impact on the bottom line business and steer innovation and growth.
