CMO Council Advisory Board members and experts in India are invited to engage in high-level strategic discussions around top-of-mind issues and challenges faced by marketers today.

AGENDA

Welcoming and Global Update by Donovan Neale-May, CMO Council Executive Director

Participant Introductions and Comments on 2013 Business Outlook

Highlights from the 2012 State of Marketing Report

• Review of global findings from this comprehensive study
• How does India compare to other regions?

Succeed by the Way You Lead: A New CMO Council Campaign

• Marketing Leadership Development and Effectiveness in India
• Introduction to 4P Leadership Footprint Audit by Marketing Leadership Expert Thomas Barta

Time: 2:00 PM EST / 11:00 am PST (1 Hour)

The level of choice and options – from pricing plans to the devices themselves – have added layer upon layer of complexity for today’s communications service providers. From new market entries threatening to lure market share away with the promise of unlimited data, robust infrastructure and advanced technologies, CSPs must look at how their total customer experience – from acquisition through to continued and sustained retention – is achieved.

Speakers:

Alicia Dietsch - VP Marketing Communications and Operations - AT&T

Patrick Surry - Group Solutions Officer, Customer Analytics – Pitney Bowes Software

Liz Miller – VP, Operations – CMO Council

Topics will include:

• The evolution of the customer segmentation model – and identifying which segments may be hurting business

• The strategic imperative behind a culture and strategy of customer-centricity

• Reacting to and reducing churn

• How AT&T is looking at its customers to determine the most profitable road to market

The Marketing 360 Exchange West Coast has been designed to bring together senior marketing executives focused on executing leading strategies to achieve brand excellence and greater profitability. Invite only, this is an exclusive event for senior-level networking and idea exchange. Attendees will have the opportunity to debate and strategize with peers at interactive sessions and participate in one-on-one meetings with leading solution providers.

To ensure the Exchange offers the highest degree of relevancy for attendees, only senior executives responsible for marketing management and strategic planning within their corporation are invited. Participants must represent organizations with annual revenues exceeding $750 million and hold senior marketing roles at a corporate, division or geo level. Those who meet the selection criteria will receive complimentary registration and two nights accommodation at the host venue. Please note that there will be a cancellation fee for those who do register and then cannot attend.

The Chief Marketing Officer (CMO) Council is teaming with the New Zealand 2011 and MasterCard International to host a gathering of senior marketers preceding the finals of the upcoming Rugby World Cup 2011 in October. The program will be produced under the auspices of the CMO Council’s GeoBranding Center (www.geobrandingcenter.org ), which aggregates best practices, news, content, and insight on nation branding, place of origin product promotion, as well as destination, venue and attraction marketing. Hundreds of marketers in the travel, hospitality, visitor and tourism, economic development, and trade and commerce sectors are actively engaged in the GeoBranding community on a global level. Last year, the GeoBranding Center teamed with Brand South Africa to undertake studies around that country’s hosting of the 2010 Football World Cup. This included analytics on the tonality and sentiment of editorial coverage and online conversation, a creative crowdsourcing contest with Zooppa.com, and a review of the brand value and economic benefits of hosting the world’s most popular sporting event.

Senior marketers from the ANZ region and the rest of the world are invited to participate in the GeoBranding Caucus, along with visiting marketers representing Rugby World Cup partners and sponsors. These include brands like MasterCard, Heineken, Emirates Airlines, DHL, Societe Generale, ANZ Bank, Microsoft, RIM’s Blackberry, Toshiba, Land Rover and Brancroft Estate. A three-hour interactive session will be followed by a reception for visiting executives, media and dignitaries. Agenda discussion topics will include:

• Making the business case for sports event hosting and sponsorship by countries, cities and brands
• Rugby World Cup 2011 economic impact report prepared by MasterCard International - Presented by Stuart Cameron, VP of Regional Marketing & Sponsorships
• Using country of origin marketing and branding to drive demand for commodities and products – the New Zealand and Australian experience
• Maximizing marketing efficiency and advertising effectiveness – adopting new platforms, tools and technologies for driving revenue, response and return

Time: 10:00 am PT / 1:00 pm ET
Given the significant shift and re-allocation of marketing dollars into online, mobile, social and interactive digital media channels, there is a significant need for senior marketers to better understand online performance and effectiveness measures, the relevance and value of online marketing programs, and the impact of return and spend through enhanced online metrics and analytics. But, according to the State of Marketing report in 2010, the top measures and metrics for tracking the effectiveness of online marketing and advertising spend by CMOs are largely surface measures that do not tap into the true performance measures afforded by today’s analytics models To answer this call, the CMO Council is developing a series of conversations designed to examine and advocate the need for more strategic understanding of key performance drivers to elevate digital marketing performance beyond unique visitors and page views. The first conversation will focus on the shifting needs of senior marketers to develop more comprehensive performance measures to map, track and assess customer engagement, experience and return on web investments. The CMO Council will partner with Google, a global leader in analytics and digital marketing measurement, to understand where and how senior marketers can leverage analytics and advanced measurement to gain insight into what drives engagement and conversion. Marketers must link website and campaign analytics to get a true picture of the entire path to conversion. Through this measurement, marketers can continue to improve and develop an effective customer experience, measure and track performance of digital, mobile and social engagements, and create fully integrated campaigns along with the appropriate KPIs which are essential to robust measurement of the multiple channels marketers are managing today.

Speakers:

Amy Chang - Director, Product Management - Google

Jorge Laguna - Senior Director, Digital Analytics - HP

Megan O'Connor - Global Director, Digital & Social Marketing - Levi Strauss & Co.

Liz Miller - VP, Operations - CMO Council

The CMO Council will be hosting an APAC Advisory Board Meeting on Thursday, July 21st, the evening prior to the 2011 CMO Asia Awards. In addition to reviewing the findings of the CMO Council’s 2011 Marketing Outlook Survey and the State of Marketing Report, conversations will focus on board member transformation intentions and an exploration of what initiatives are underway and delivering value. Discussions will cover the degree to which marketing transformation is being driven by digital innovation and customer empowerment, and how this is requiring greater collaboration between marketing and IT groups.

The CMO Council is bringing together an exclusive group of CSP executives for a roundtable discussion on the eve of the upcoming TM Forum Management World Conference in Dublin, Ireland. This by-invitation-only gathering is being hosted at the nearby 5-star Shelbourne Hotel in Dublin City Centre and will engage operations, IT, and marketing execs from some of the world’s most prominent communications operators to discuss issues, imperatives and challenges around today’s complex subscriber landscape. We’ll review findings and reports from a landmark industry survey and additional perspectives from more than a dozen operator executives including AT&T, Deutsche Telekom, Vodacom, and many others. And we’ll follow with an informal, interactive forum to discuss common challenges and opportunities, culminating in a complimentary cocktail and dinner reception.

Is collaboration the new black? In today’s constantly evolving business climate, collaboration has become the trendy solution to enhancing business performance. While communication is paramount, is the mere promise of increased collaboration enough? This is one of the major conversations sparked by the CMO Council and Accenture’s research, The CMO-CIO Alignment Imperative. We will discuss the collaboration of IT and Marketing, with all its complexities, in a series of Dinner Dialogues.

The 2010 CMO Summit will brings together CMO, CIO, CFO, CPO and CSO stakeholders to discuss best practices, share insights and challenge thinking around how alignment, integration and partnership can synchronize the C-Suite and creative competitive advantage through optimized customer experience, improved marketing effectiveness and measurable operational efficiencies. Attendees can expect CEO headliners who will outline their expectations of the CMO and marketing function; CMOs who have spearheaded transformation programs that have aligned, integrated and bound marketing to IT, Finance, Operations and beyond; and key leaders from the CIO, CPO, COO and CSO functions to share how partnership and collaboration can drive growth, enable effectiveness and more effectively manage operational requirements.

Lofty insights help us to see where we're headed a few years down the road. But between now and then, as sales go, so goes the company. What are today’s best-of-breed sales techniques and platforms, and how are they evolving to accommodate new market realities? How has the Discovery Educator Network (DEN) become the largest product user/advocacy group among educators? A recent study for top marketing officers advises that digital marketing is driving a major transformation in global marketing organizations. In this new world, agencies are taking a back seat as clients build new internal skills, deploy marketing performance platforms, and improve campaign effectiveness and outcomes. Hear these issues translated into useful “take-aways” by folks living them daily and leading the changes.