Dinner Dialogue

2016-03-22 06:30:00 2016-03-22 07:30:00 Dinner Dialogue: Members or Customers? How Leaders Know the Difference Los Angeles, CA, San Francisco, CA, Chicago, IL, Atlanta, GA CMO Council cmoteam@cmocouncil.org

Dinner Dialogue: Members or Customers? How Leaders Know the Difference

March 22, 2016 - May 10, 2016
Los Angeles, CA, San Francisco, CA, Chicago, IL, Atlanta, GA
6:30 AM

Today’s customer is not content …they want to be part of a bigger relationship. They want to be a member…to be recognized and rewarded with frictionless experiences. This “Membership Economy” has produced a fundamental shift in the way consumers purchase products and services.


Displaying a preference for the convenience of memberships, subscriptions, and other forms of recurring billing, consumers today would rather rent than own. They’d rather subscribe than buy. They relish the convenience of subscribing not only to music, movies, and over-the-top (OTT) video services, but also to the recurring delivery of physical goods such as fresh produce boxes, prepared meals, pet supplies and more – all just a few clicks away.


As customers seek out this new dynamic, businesses are being asked to innovate and disrupt their existing business models, establish highly profitable and value-added services while delivering recurring revenue to the organization. Visionary brands are deploying recurring revenue business models to monetize their content, goods, services, and other offerings to achieve long-term, predictable, recurring revenue streams.


The first question in achieving this new mindset is to identify where and how a new business model can come to light. Are there opportunities for recurring billing, revenue or subscription? And how will marketing keep the recurring experience fresh to maintain high levels of relevance and value for the customer in order to avoid cancellation?


Join the CMO Council as we gather marketing and commerce leaders for a discussion of the new innovations that aim to fully exploit the new Membership Economy. Gene Hoffman, a pioneer in the billing, subscription and disruptive business dynamics, will join us as we dive into the new requirements of both customer and business in the new relationship-rich economy.


Among the key issues to be discussed:

  • Is every organization poised to disrupt their own model and establish new revenue opportunities?
  • How do customers expect to be engaged, and how are leading brands disrupting their own business models to transform and innovate?
  • How do businesses deliver membership experiences in the age of always on digital and customer experiences? How are relationships established and value being delivered?
  • What are the pitfalls and learnings from pioneers in key subscription and value-added markets – can anyone join and drive a recurring revenue model?
  • What are the best-kept secrets of leaders who have driven new routes to revenue?


This dinner series will be held on the following dates and following locations:

March 22 – Los Angeles

April 21- Atlanta

May 3 - San Francisco

May 10- Chicago