Summit Tracks
Track C: Innovating and Integrating Marketing
CMOs are under tremendous pressure to drive growth while being more accountable. Managing and integrating people and processes while also driving innovation and competitive differentiation is a challenging task. This track will explore areas of innovation such as social and mobile marketing, how to integrate marketing and sales via lead management, how to develop integrated campaigns and how to balance integration with innovation by taking a pace-layered approach to the marketing applications portfolio.
Sessions
Driving New Innovation While Integrating Marketing
14 March, 2012 (11:15 AM - 12:15 PM)
CMOs today face an interesting paradox. They must drive growth while simultaneously improving accountability. To be successful, CMOs will need to innovate new strategies and leverage emerging technologies for competitive advantage. At the same time, they will need to integrate people, processes and technologies to become more efficient. This presentation details how CMOs can work with their marketing operations directors and CIOs to successfully balance new innovation with integration.
Multi-channel Campaign Management for the Social and Mobile Customer
14 March, 2012 (02:15 PM - 03:00 PM)
Marketers will need to utilize campaign management as a way to orchestrate the complexity of a complete marketing strategy, and must continue to incorporate an evolving customer-focused digital marketing approach such as social and mobile marketing.
Bridging the Divide Between Marketing and IT
14 March, 2012 (03:15 PM - 04:15 PM)
With technology permeating almost every aspect of marketing, the relationship between IT and marketing is becoming increasingly critical to success — and is one of the least developed relationships in a company. In this session, we discuss what keeps marketing and IT separate in most organizations, concrete steps you can take to bridge the gap, and best practices we have uncovered to show that this is possible.
Best Practices in CRM Lead Management
14 March, 2012 (05:45 PM - 06:30 PM)
Achieving revenue numbers is at the top of every executive’s list, and lead management is an integral part of achieving revenue. Attend this session to learn about best practices in lead management, identify the major obstacles to success and map your organization’s maturity model against best-in-industry leaders.
How to Turn Your Best Customers into Advocates
15 March, 2012 (08:15 AM - 09:15 AM)
Customers who are willing to spread the word help you acquire new customers faster and for less cost than other customer types. Yet marketers tend to take this golden asset for granted. This session lays out a process for how to identify and convert your best customers into customer advocates.
Case Study: Leveraging Social CRM to Drive Customer Satisfaction, Retention and Advocacy
15 March, 2012 (12:00 PM - 01:00 PM)
Learn how best-in-class companies like Kraft Foods, Marriott, Macmillan, AAA and others are using Social CRM tools and processes to drive customer satisfaction, retention and advocacy. Understand the key people/process/technology challenges these companies faced, and how they were addressed. Hear directly from one of these best-in-class companies who will tell their Social CRM story.
Managing and Optimizing Marketing Performance
15 March, 2012 (03:00 PM - 04:00 PM)
Today's CMOs must improve marketing accountability, measure marketing performance and optimize the marketing mix. Yet, many lack the fundamental capabilities to do so. This presentation describes the key elements and provides guidelines to develop a successful marketing performance management strategy.
The Power of Me: How Consumers Are Evolving Amid Utter Connectedness
16 March, 2012 (08:15 AM - 09:15 AM)
Technology is giving new power to consumers. Companies and brands must adjust to these new realities with the idea of technology-enabled "me" marketing, where power is shared and brands appeal to the right combination of heart, mind and spirit. We highlight several companies that are using technology to share power with consumers, and how this is changing their business.
Social CRM Means Business
16 March, 2012 (10:15 AM - 11:15 AM)
Social CRM is a business strategy that generates opportunities for sales, marketing and customer service, while also benefiting digital customers and communities. To be successful, companies must apply this mutual purpose throughout their social CRM strategy. This presentation focuses on the drivers, technology and multiple use cases for social CRM.
