CMO Summit San Francisco | TBD | San Francisco, CA, USA

↓ Agenda Key

Keynote Presentation

Visionary speaker presents to entire audience on key issues, challenges and business opportunities

Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee." title="Keynote Presentations give attending delegates the opportunity to hear from leading voices in the industry. These presentations feature relevant topics and issues aligned with the speaker's experience and expertise, selected by the speaker in concert with the summit's Content Committee.

Executive Visions

Panel moderated by Master of Ceremonies and headed by four executives discussing critical business topics

Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members." title="Executive Visions sessions are panel discussions that enable in-depth exchanges on critical business topics. Led by a moderator, these sessions encourage attending executives to address industry challenges and gain insight through interaction with expert panel members.

Thought Leadership

Solution provider-led session giving high-level overview of opportunities

Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community." title="Led by an executive from the vendor community, Thought Leadership sessions provide comprehensive overviews of current business concerns, offering strategies and solutions for success. This is a unique opportunity to access the perspective of a leading member of the vendor community.

Think Tank

End user-led session in boardroom style, focusing on best practices

Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard." title="Think Tanks are interactive sessions that place delegates in lively discussion and debate. Sessions admit only 15-20 participants at a time to ensure an intimate environment in which delegates can engage each other and have their voices heard.

Roundtable

Interactive session led by a moderator, focused on industry issue

Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done." title="Led by an industry analyst, expert or a member of the vendor community, Roundtables are open-forum sessions with strategic guidance. Attending delegates gather to collaborate on common issues and challenges within a format that allows them to get things done.

Case Study

Overview of recent project successes and failures

Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions." title="Case Studies allow attending executives to hear compelling stories about implementations and projects, emphasizing best practices and lessons learned. Presentations are immediately followed by Q&A sessions.

Focus Group

Discussion of business drivers within a particular industry area

Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions." title="Focus Groups allow executives to discuss business drivers within particular industry areas. These sessions allow attendees to isolate specific issues and work through them. Presentations last 15-20 minutes and are followed by Q&A sessions.

Analyst Q&A Session

Moderator-led coverage of the latest industry research

Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst." title="Q&A sessions cover the latest industry research, allowing attendees to gain insight on topics of interest through questions directed to a leading industry analyst.

Vendor Showcase

Several brief, pointed overviews of the newest solutions and services

Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences." title="Taking the form of three 10-minute elevator pitches by attending vendors, these sessions provide a concise and pointed overview of the latest solutions and services aligned with attendee needs and preferences.

Executive Exchange

Pre-determined, one-on-one interaction revolving around solutions of interest

Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest." title="Executive Exchanges offer one-on-one interaction between executives and vendors. This is an opportunity for both parties to make key business contacts, ask direct questions and get the answers they need. Session content is prearranged and based on mutual interest.

Open Forum Luncheon

Informal discussions on pre-determined topics

Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch." title="Led by a moderator, Open Forum Luncheons offer attendees informal, yet focused discussions on current industry topics and trends over lunch.

Networking Session

Unique activities at once relaxing, enjoyable and productive

Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive." title="Networking opportunities take various unique forms, merging enjoyable and relaxing activities with an environment conducive to in-depth conversation. These gatherings allow attendees to wind down between sessions and one-on-one meetings, while still furthering discussions and being productive.

 

Tuesday, April 26, 2016 - CMO Summit San Francisco

7:00 am - 8:00 am

Registration and Networking Breakfast

 

8:00 am - 8:10 am

Welcome Address and Opening Remarks

 

8:10 am - 8:55 am

Keynote Presentation

From On-line to Mobile – The Next Wave of Digital Retailing

Across all channels, the retail market continues to be strong, as evidenced by the nearly $5 trillion dollar market valuation. And while online retailing has shown steady and continued growth of nearly 20% year over year, it itself is now facing pressure from upstart mobile retailing which is more than doubling in value year over year. Though those growth rates will slow as total mobile sales volume increase, any retailer that does not have a mobile specific channel initiative in place, or at least in development, is likely to miss out on the crest of the wave. Efforts must begin now to develop mobile apps or mobile enabled online channels, to provide a consistent and integrated experience, and to facilitate simple payment via mobile-based payment systems.

Takeaways:

  • Mobile devices are a prime way for customers to gather product information that directs their purchasing behavior; retailers must direct this data gathering
  • Targeted promotions delivered directly to mobile devices as customers consider a purchase are the single biggest sale motivator
  • The impact of social media across mobile channels cannot be ignored; retailers must bear in mind these implications and they create a greater mobile presence
 

9:05 am - 9:35 am

Executive Exchange

 

Thought Leadership

Why You Need an “Always On Marketing Brain” for Magnificent Customer Experience

Truly knowing your customer means more than just collecting data. You must apply that data to be insightful, relevant, and anticipatory.   But how do you do these things at scale with millions of customers and a multitude of channels?

Today, technology exists to address these challenges at scale. If assembled correctly, you can create a marketing “brain” that makes decisions 24x7 to improve experience, predict needs, and ensure your business thrives.

As with most technology investments, you have hundreds of options. After this session, you will understand the critical aspects of creating a Customer Decision Hub, which can make customer experience choices in real-time, and why it’s critical that all of your touchpoints work in unison.   

Key takeaways

  • Understand why managing customer interactions in real-time is now essential.
  • Discover how a Customer Decision Hub can drive higher customer engagement.
  • Learn the keys to successfully implementing an “always on marketing brain.”

 

9:40 am - 10:10 am

Executive Exchange

 

Think Tank

The New ‘Digital’ CMO

One of the most compelling questions that CMOs must answer today is that of how digital marketing is affecting their role and by extension how the CMO now fits into the management team. The fact of the matter is that the importance of marketing is increasing within the enterprise as it moves to become increasingly data driven and the CMO needs to be the catalyst that helps the team make this transition. Marketing leaders need to understand the digital impact and use it to drive new strategies, new decision making, new technologies as well as new roles and responsibilities for not only their team, but for themselves as well.

Takeaways:

  • The role of the CMO is undergoing significant evolution, evolution that is set to continue well into the future
  • Technology is becoming increasingly important in the success of the marketing department and both the CMO and the team need to become technology savvy
  • Data is driving everything and using it to understand channel results allows for marketing leaders to make more efficient and more effective strategic decisions

Think Tank

Driving an Omni-Channel Experience

Maintaining a consistent client experience is key to ensuring a consistent client relationship, which leads to greater client retention and spend. Maintaining that consistent experience is complicated by the fact that clients now interact with companies through a variety of channels that can number into the dozens. It is essential to not have just consistency of look and feel across all channels, but consistency of experience, and indeed to allow individual experiences to occur sequentially across all channels. 

Takeaways: 

  • Client experience is the primary motivator in client retention 
  • Client experience degrades when channel experience conflicts or limits client choice or activity 
  • Optimal experience needs a seamless client “experience ecosystem”

 

10:15 am - 10:30 am

Networking Break

 

10:35 am - 11:05 am

Executive Exchange

 

Thought Leadership

The Journey to Cross-Channel Optimization

As our marketing sophistication evolves, brands strive to move from simply executing in each individual channel to optimizing each customer’s experience across all channels. By utilizing a proven path to help you advance your marketing program to the next level, achieving cross-channel optimization can be a reality for any brand, regardless of its current state of sophistication. To make it all come together though you need to be able to assess your current marketing program and take the most effective steps to continually move your organization's cross-channel marketing efforts forward. 

Takeaways: 

  • Assess your organizational marketing capabilities to understand organizational maturity 
  • Learn about the journey brands must take in order to achieve cross-channel optimization 
  • Understand key levers to help you improve enterprise marketing sophistication

 

11:10 am - 11:40 am

Executive Exchange

 

Think Tank

Going “Glocal”

With the combination of mobile computing opening new channels to more people, and social media allowing them to connect, our world has never been smaller and our access to global markets never been greater. To find optimal success in these global markets we need to tailor our efforts to respect local cultures while also drawing enough of the global culture into local market offerings. Building a glocalization program that creates a seamless fusion of these disparate cultural elements is essential to enhanced success both abroad and at home. 

Takeaways: 

  • “Think globally, act locally” is a mantra that has never been more relevant or accurate than it is today 
  • To be successful globally companies must respect local culture 
  • The reverse can be true in that global culture can yield local benefit

Think Tank

Integrating Marketing Tools to Improve Performance

In this new technology driven, digital marketing directed world, Marketing departments are embracing tools at an unprecedented rate. While these technologies offer the promise of newfound capabilities the sheer volume and variety can create more problems than solutions when neither they nor their data are integrated. IT departments, with their longer history of dealing with technology solutions, have deep experience in addressing platform integration and smart CMOs will leverage the relationship they share with the CIO to benefit from that experience. 

Takeaways: 

  • While the technology solutions available offer value, lack of integration rapidly erodes it 
  • The problem grows and grows exponentially as more tools are added 
  • If the relationship hasn’t yet been built, CMOs must now embrace IT and the CIO

 

11:45 am - 12:15 pm

Executive Exchange

 

Executive Boardroom

How to Use Technology to Be a Forward-looking, Agile Marketer

While automation and data have enabled marketers to execute more quickly, most brands still use technology to only make tactical decisions like optimizing a digital campaign, or purchasing an online ad. This focus on execution is needed to stay competitive and it provides a way for working teams to quantify their contributions but it doesn’t really move the dial in ways that the C-suite notices, especially when the competition is getting better at more or less the same rate. To really make a difference in brand impact CMOs need to take a technology leap and invest in programs that have long-term strategic impact. 

Takeaways: 

  • Understand what is driving the need for data-driven agile marketing 
  • See why a holistic approach to analysis, planning and forecasting drives the best results 
  • Learn how an agile marketing solution improves strategic planning, annual budgeting, mid-course corrections and ad hoc decision-making

Executive Boardroom

Driving Results through Digital Marketing

The time has come to fully usher enterprise marketing strategy into the digital age, but that means having a granular understanding of not only digital opportunities, but also digital challenges. Primary among these is data driven marketing; the benefits is a deeper understanding of clients and their needs, while the challenge is the risk of analysis paralysis. The opportunity to deliver enhanced customer experiences that lead to long-lasting intimate relationships though outstrips the risk because the benefit in brand loyalty are immeasurable and so CMOs need to embrace data driven digital marketing and all that it entails. 

Takeaways: 

  • Understand the nuanced differences between abundant digital channels to build a program that best embraces them 
  • Learn the tools and techniques behind a successful analytics program that gets to necessary insights without bogging down in analysis 
  • Hear key case studies of successful marketers that have embraced digital and driven their enterprise to new levels of success

 

12:20 pm - 1:05 pm

Networking Luncheon

 

1:10 pm - 1:40 pm

Executive Exchange

 

Thought Leadership

Understanding Marketing’s Big Data Role

While “Big Data” has been a buzzword for years, for many organizations it has been a solution looking for a problem. Leading organizations are realizing that problem however is how to perform the micro-segmentation and laser focused personalization programs that make marketing campaigns so efficient and effective. Marketing departments therefore need to be taking a leading role when it comes to prospect and client data analytics programs in order to maximize the vale of these types of programs. 

Takeaways: 

  • Marketing can benefit from Big Data for more efficient campaigns 
  • Marketing needs to ensure the collection of trustworthy client data 
  • The issues of data ownership, stewardship, and analytical responsibility must be resolved before success can occur

 

1:45 pm - 2:15 pm

Executive Exchange

 

Think Tank

Embracing the Mobile Wallet

There has been much discussion over the last couple of years about the development and adoption of Mobile or Digital Wallets, yet the pace of development and adoption continues to be slow. As Near Field Communications (NFC) becomes more ubiquitous across mobile devices, the discussion of e-Wallet development and adoption will only increase. Will the future be client-side wallets or provider-side wallets, will it be individual wallets offered by individual retailers, or amalgamated wallets offered by consortia? 

Takeaways: 

  • Adoption rates are currently low with initial indications they may stay that way, with less than 40% indicating they would use an e-wallet 
  • Mobile retailing is expected to eclipse $500M in just a few years however, growth that needs greater mobile wallet adoption 
  • Retailers need to take a position on mobile wallets now to put themselves in a position to benefit from the growth potential

Think Tank

Influencing Retail Trends Through Social Media

While “social selling” is predicted to boom, spiking from $3B to $5B is total revenue over the next couple of years, it will continue to represent just a tiny portion of the retail market as a whole. The biggest impact social has on retail is not conversion, but exposure as its real value comes from informing and influencing, so called “top of funnel” retail activities. As such, while social may not have a significant impact on top line performance for an individual retailer, its potential bottom line impact, by creating and enhancing brand and product awareness can be massive. As such, retailers that have not already done so need to begin investing in a social management capability, leveraging the available social media channels as an interactive extension of its traditional marketing and advertising capabilities. 

Takeaways: 

  • As consumers increasingly move online and to mobile channels the relevance and impact of social media to retail increases in lock-step 
  • Of the big social media platforms, Pinterest has already eclipsed Twitter in terms of impact on retail and is rapidly catching 
  • Facebook Social media allows for the creation of two way (retailer created and consumer created) lightweight content marketing that is easier to consume in today’s attention deficit world

 

2:20 pm - 2:50 pm

Executive Exchange

 

Executive Boardroom

Executive Boardroom

 

2:55 pm - 3:10 pm

Networking Break

 

3:15 pm - 3:45 pm

Executive Exchange

 

Thought Leadership

Market Driven Versus Customer Lead: Finding Balance

Customers are the individuals that buy a company’s products, but as a collective of individuals can they actually be trusted to know what they want? Markets on the other hand can be studied, analyzed, and predicted, but markets don’t buy products and services, individuals do. Appealing to Markets means companies are safely following trends, but ones that may be played out or dominated by others, while appealing to customers gives the opportunity to establish leadership but bears high risk of failure. CMOs need to help their organization understand the balance between customer and market forces and develop products and services that satisfy both. 

Takeaways: 

  • Focusing on markets is important to establish and understand trends 
  • Paying attention to customers is also important to identify opportunities for innovation 
  • Optimal success comes from balancing time and efforts in both areas

 

3:50 pm - 4:20 pm

Executive Exchange

 

Think Tank

Growth Hacking – The New Marketing

Over the past decade many organizations have been blown out of the water by the innovations of Silicon Valley Start-ups. These companies have collectively identified two key things; growth does not happen by simply having a good product, and traditional marketing techniques are often ineffective in driving growth online. It has become evident that there is no one-size-fits all approach that works; the challenge is in the details and figuring out where to focus for your own company. Enter growth hacking, a term coined by Sean Ellis one of the first marketeers at DropBox. Digital has transformed the marketing landscape; in a connected world where digital experiences can rapidly become an epidemic, the best growth hacks will take advantage of these unique opportunities. Growth hacking was born out of startups, but it is something that every smart marketer should embrace. 

Takeaways:

  • In an “if you’re not growing, you’re failing” world, marketing must be ever vigilant to the need to create brand interest 
  • Old-school techniques are proving less effective in today’s start-up fueled economy and their tactics must be emulated 
  • Growth hacking can be hit or miss so it is best to run multiple campaigns to find the ones that work quickly, and build upon their success

Think Tank

Investing in Clients: Returns Through Engagement and Analytics

Earning clients is hard work, but retaining them can be even harder and keeping them is critical to long term success but if you don’t engage correctly at every touch point they may become disenchanted and move to the competition. As a result client engagement has become a critical requirement; companies must become easier to approach and easier to do business with, and they must be accessible across a variety of communications channels. Since budgets aren’t infinite however, enterprises need to make smart decisions about where to invest – which channels, which lines of business, which clients. This requires a comprehensive analytics program to drive the business to make smarter decisions. 

Takeaways: 

  • Understand how to define and develop an appealing niche brand 
  • Learn how to identify and then collect and analyze the data and metrics to lead to smarter business decisions 
  • Enable resources internally to effectively engage clients

 

4:25 pm - 4:55 pm

Executive Exchange

 

Thought Leadership

On-line and On-premise Retail Integration

Online retailers are exerting serious pressure on those with bricks and mortar stores and as a result many “traditional” retailers are heavily investing in their own online retail channels. Operating in a dual channel mode however reduces the impact and value of these initiatives as studies show that where on-line and on-premise retailing is tightly integrated, through offerings such as “Buy Online, Pickup in Store” see as much as a 4% sales uplift. To be able to provide this tight integration however retailers must ensure that they can provide real time comprehensive inventory updates, a consistent experience across both channels. 

Takeaways: 

  • Well integrated channels drive greater revenue as a result of higher in-store sales though at the expense of some online sales 
  • In store increase come from greater opportunity for upsell / cross sell while online decreases are the result of greater cart abandonment 
  • An inability to provide consistent and real-time inventory information is the single biggest impediment to channel integration

 

5:00 pm - 5:45 pm

Executive Visions Panel

Think Big! No Action = No Profit

Big Data is possibly one of the most over-used and exhausted buzzwords of the past few years, particularly within the marketing landscape, yet it continues to be one of the biggest game changing opportunities since the Internet went mainstream. But Big Data success is driven less by addressing the Volume and Variety aspects, and far more by its Velocity. Simply put, the most successful companies are not the ones with the most data, or the richest data, but those that use it the quickest and best because, while marketers will agree that tapping into the wealth of available information is valuable, if you don’t take action on the data quickly, it becomes worthless. A winning marketing management strategy gives visibility to the bigger picture: customer engagement, customer retention, customer loyalty, as well as marketing performance. 

Takeaways: 

  • Learn how to use big data to gain actionable insights and delve deeper into your customers world 
  • Discover how to gain transparency on your data by effectively peeling back the layers 
  • Explore real-life data analysis case studies

 

5:45 pm - 6:00 pm

Thank You Address and Closing Remarks

 

6:00 pm - 8:00 pm

Cocktail Reception