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| 10th Annual Sales & Marketing Executive MindXchange Calendar of Events | | General Session | | Sunday – Wednesday, February 8 – 11, 2009: 15 Interactive Sessions, Keynotes and
Case Histories, Executive Insights, Networking and Exhibition Wednesday, February 11, 2009: New Workshop- Using CRM Metric to Drive Business Value | | SUNDAY, FEBRUARY 8, 2009 – NETWORKING DAY | | | | 5:30pm | Sponsorship Orientation Reception | | 6:30pm | Networking Reception | | 7:30pm | Pre-Registration and Event Preview for Thought Leaders | | 7:30pm | Speaker Orientation Meeting |
| MONDAY, FEBRUARY 9, 2009 – GENERAL SESSION AND EXHIBITION | | 7:30am | Registration, Continental Breakfast, and Exhibition | | 8:15am | Ice Breaker, Welcome, and Introduction
Brian Fitzpatrick, Vice President and General Manager, Events Division, Frost & Sullivan
| | 8:30am |
The CEO Imperative and What It Means To You: Driving Growth
in a Challenging Economy Alicia Dietsch, Vice President, Marketing Communication & Operations,
AT&T Industry consolidation, economic tightening, competitive
onslaught...sound familiar? Virtually every company today faces the
dilemma of driving sustained, profitable growth in uncertain times. With
slowing markets and customers under tremendous financial pressure,
what can Marketing and Sales do to meet owner and market
expectations? In this highly interactive presentation you will learn how
one 130 year-old company is reinventing itself to deliver returns for
customers and shareholders. Key Take-Aways: -
A case history of industry transformation through sales and marketing integration -
Permission to play...a guide to evolving your market and brand position -
Avoiding the pitfalls of "the way you've always done it" -
Lessons learned on creating and driving customer facing alignment | | 9:15am |
Global Technology Megatrends and the Impact on Sales and
Marketing Strategies
Allen Kupetz, Author, The Future of Less As science fiction author William Gibson noted, “The future is here. It’s
just not widely distributed yet.” Many Asian countries are 3-5 years
ahead of the United States in terms of wireless networks and
applications. Understanding what is going on in those countries today
can give American companies the opportunity to develop the sales &
marketing strategies of tomorrow. And in areas where the United States
is already a leader in responding to these global mega trends– such as
the paperless, cashless, and Web 2.0 revolutions – learn what your
company can be doing to recognize and adopt the best practices in the
market. Key Take-Aways: - Insight into early-adopter countries’ response to global mega trends and the changing face of customer expectations
- Guide to the ongoing wireless, paperless, and cashless revolutions and the impact on sales and marketing practices
- Examples of American-led response to mega trends: disruptive technologies including Web 2.0, iPhone Apps, and SaaS
- Tools to increase your competitiveness in even the toughest economic conditions
| | 10:00am | Networking, Refreshment, and Exhibition Break | | 10:30am |
INTERACTIVE Breakout Sessions: Create, Communicate & Connect
Participant-driven discussions focusing on your key challenges and concerns.
Choose one of the following: BP1. The B2B Customer Dialogue: Moving the Organization to Value
Based Selling CO-FACILITATORS: Scott Sims, Principal. ZS Associates
Joe Seeger, National Key Accounts Manager, BP Products North America, Inc.
Communicating and demonstrating superior value through effective value-based selling is necessary to win and grow customers profitably in today’s challenging B2B selling environment. The hardest part of a successful move to value-based selling is not developing a new strategy; rather, the challenge is how to put that strategy into practice in the field, guiding the actions of individual sales representatives. Value-based selling success hinges upon the ability to motivate sales representatives to internalize and adopt value-based selling practices. In this highly interactive session, you will discuss the real world challenges of embarking on a value-based selling initiative. This interactive session will explore the journey through case studies and examples from the field: just as successful value-based selling takes active participation, so will this session.
Key Take-Aways: -
Framework for linking value-based selling to the sales process -
Examples of tools that drive adoption -
Identification of metrics to measure performance -
Lessons learned from the real world BP2. Utilizing Social Media: Brilliant Ways to Engage Your FaceBook-
ing, Blogging, LinkedIn, Wiki Web-based Customer
CO-FACILITATORS:
Doug White, Executive Vice President, MindComet
Stacy Smollin Schwartz, Vice President, Digital Marketing, Media &
Advocacy, Virgin Mobile USA Utilizing Social Media: Brilliant Ways to Engage your Facebook-
ing, Blogging, LinkedIn, Wiki Web-based Customer These prolific social technologies have deeply changed the way people
communicate, acquire information and make decisions. Today, your
customers are creating your brand’s image for you as they interpret,
then reinterpret to others, your marketing messages in a real-time
digital environment. Marketers need to learn how to influence, build and
participate in these discussions as traditional push marketing media is
losing the battle against the power of the online community. In order to
stay competitive, you will need to engage audiences in the channels that
they choose and trust. During this interactive session, learn and discuss
methods for engaging your customers online using these new media
channels, building loyalty and trust through open dialog, as well as
mitigating potential online conflicts before they becomes crises. In
support, a real-life case study will be presented by Stacy Smollin
Schwartz, Vice President, Digital Marketing, Media & Advocacy of Virgin
Mobile USA, which details the value of embracing social media as a key
part of marketing and brand management strategy. Key Takeaways: - Guide to utilizing social media platforms with effective marketing tools & strategies
- Insight on locating, monitoring and participating in social media "conversations" (concerning your brand)
- Examples of successful customer/brand engagement strategy, execution and results
| | 11:30am | Solutions Wheel
Play the "wheel" and join a series of rapid-fire, one-on-one meetings with leading solution providers.
Runs concurrently with:
Town Hall - Don't miss the opportunity to join your peers for an open mic forum to discuss the biggest challenges and the hottest topics facing you every day.
| | 12:00pm | The Power Lunch: Networking Roundtables Hosted by Industry Leaders
Practitioners and solution providers host a menu of luncheon discussions on pertinent industry issues. Dine and dish with industry experts. The list of discussion topics will be available onsite.
| | 1:00pm |
INTERACTIVE Breakout Sessions - Create, Communicate, and
Connect
Participant-driven discussions focusing on your key challenges
and concerns.
Choose one of the following:
TK1. How to Think Like Your Customer: Capturing the Value
Proposition CO-FACILITATORS: Eyal Danon, Senior Vice President, Soundbridge
Margaret Molloy, Vice President, Marketing, Gerson Lehrman Group Thinking like your customer is the first critical step in any effective sales
and marketing strategy. Traditionally, various methods such as focus
groups, surveys, site visits, and phone interviews have been employed
with varying degrees of success. These approaches focus on ““what
customers think” but often fail to uncover “how customers think”. To
capture this deeper level of insights you need to ask customers for
advice, not just feedback. This interactive session will feature a case
study from Gerson Lehrman Group, the leading global marketplace for
expertise, and how they used a conversational approach to develop
strategies for entering a new market. Key Take-Aways: - Guide to a value-driven model for capturing customer value perceptions
- Examples of winning approaches to "voice of the customer" initiatives
- Insight on core customer engagement principles for better results
Real life success factors of what will work with your customers TK2. Market Segmentation on a Global Stage FACILITATOR:
Satprit S. Duggal, Chief Executive Officer, EMM Group, Inc.
This interactive session will help you understand the potential benefits of a segmentation-based go-to-market approach and how to win support for it from critical constituents. This session will allow you to encounter the typical opportunities and challenges associated with global market segmentation, a framework to develop the right segmentation roadmap, and metrics for potential areas of business impact. With proven tools and techniques to identify specific objectives and well-defined scope for your segmentation project, you can use this session to jumpstart a segmented approach for your global marketing efforts and achieve focus and alignment on your most profitable customers.
Key Take-Aways:
-
Best practices in how to develop and “market” a business case for a segmentation based go-to-market strategy -
A template to develop the segmentation objectives -
Tools to define the segmentation scope -
A process on how to develop and action your global market segmentation | | 2:00pm | CONCURRENT CASE HISTORIES |
Choose one of the following:
CH1. Growing Your Strategic and Global Account Management
Program Don Fowler, Executive Vice President, Siemens Medical Solutions The Healthcare Market and imaging equipment specifically have come
under fire for growing costs – both absolute and as a percent of GDP. In
order to address the growing public and provider concerns, Siemens
utilizes a number of tools to enable our strategic sales organization to
discuss technology planning with healthcare providers. With web-enable
architectures, the transition from transactional placement of technology
to joint development of a strategic plan streamlines the customer
experience. This session will focus on methods and tools that continually
improve customer loyalty while helping you grow your strategic
customer base. Key Take-Aways: - Tools to help customers generate a strategic technology plan
- Examples of how technology can be used to communicate strategic customer information throughout the organization
- Lessons learned in implementing on-line strategic planning tools
CH2. Closing Enterprise Wide Silos: Sales Marketing Product Aniko DeLaney, Managing Director, The Bank of New York Mellon One of the opportunities of working at any large organization is to build
relationships across the firm – which can be both rewarding and
challenging. As marketing experts, we need to act as one of the key
links between sales, product and marketing to help drive growth. You
will have the opportunity to examine and explore an integrated
marketing approach leveraging Thought Leadership white papers,
roundtables and client events among other examples. Through
experiences as a Marketing Manager in both Corporate Marketing and
various Lines of Business (retail and institutional banking), we will
explore lessons learned within both organizational structures, and best
practice approaches to bridging the gaps between marketing, sales and
product silos. Key Take-Aways: - Lessons learned in building enterprise wide relationships to create integrated marketing plans across sales and product
- Best practices framework for bridging the gap between these silos
- Action steps to successful management of transformation initiatives
| | 2:45pm | Networking, Refreshment, and Exhibition Break | | 3:15pm |
Ask the Experts! Panel Discussion
A Little Less Talk, A Little More Action: Practical Ideas for
True Sales and Marketing Integration
Moderator:
Ellis Booker, Editor, B2B Magazine
PANELISTS INCLUDE: D. Craig Blizzard, Global Division Director - New Business,
LyondellBasell Industries Mark Middlebrook, Senior Vice President, Client Experience Manager,
City National Bank
Mark Wilson, Vice President, Corporate Marketing, Sybase, Inc.
Seth Berman, Director of Marketing Strategy & Operations, Blue Shield
of California Improving the interaction and coordination of sales and marketing is a
perennial issue. But in today’s weak economy, these two departments
need strategies and systems for working together—or else. The
session’s panelists will offer a number of tried-and-tested ideas and
lessons learned, as well as answer audience questions. Key Take-Aways: - Detailed case studies revealing successful approaches and lessons learned
- Big and small tips for streamlining sales & marketing interaction
- Insight on new technologies that can help bridge the gap
| | 4:15pm |
Branding the Customer Experience at Every Touch point:
Define, Communicate, Deploy, and Deliver
Sue de Leeuw, Director, Consumer Marketing, Blue Shield of
California Brand matters. Learn how Blue Shield of California reinvigorated its
business by investing in its brand and the organization wide
transformation that supported this shift. Everyone talks about brand
building, but few deliver it effectively across an organization. In this
session, you’ll hear best practices, success factors and key initiatives
from the roadmap Blue Shield created to develop their brand
proposition at every touch point, inspire employees to communicate,
commit, and exhibit this proposition and ultimately go to market with
resulting gains in preference, revenue and membership. Key Take-Aways: - Best practices for brand development
- Tools to secure alignment/buy-in across the organization
- Insight on winning over your brand ambassadors—your employees
- Metrics for measuring success where it counts: the bottom line
- Lessons learned from a comprehensive approach
| | 5:00pm | "Around the World" Networking Reception | | |
| TUESDAY, FEBRUARY 10, 2009 – GENERAL SESSION AND EXHIBITION | | 8:00am | Continental Breakfast and Exhibition | | 8:30am | Ice Breaker, Welcome and Introduction
Brian Fitzpatrick, Vice President and General Manager, Events Division, Frost & Sullivan
| | 8:45am |
Interview with a Leader in Sales & Marketing Excellence
D. Keith Pigues, Senior Vice President, Chief Marketing Officer, Ply
Gem, Inc. In his current role, Keith is responsible for corporate branding,
marketing, strategic planning and national homebuilder market
development for this provider of leading building products brands. He
has more than twenty years of experience in marketing, strategic
planning, mergers & acquisitions and sales leadership in Fortune 500
companies. He has been recognized as a leader of strategic growth and
marketing – developing new growth strategies and marketing
capabilities, creating valuable brands, building effective global
marketing teams, and increasing profitable revenue growth through
strategy and marketing excellence. Prior to his role at Ply Gem, he has
held senior marketing positions at RR Donnelley, ADP, Honeywell
International and CEMEX U.S. Operations. | | 9:30am |
The Democratization of Data: Engaging Sales in a Proof Point
Marketing Strategy
Rom Hendler, Vice President of Strategic Marketing, The Venetian &
The Palazzo Resort Hotel Casino Incentive is what makes you or breaks you, and learning how to align
your sales and marketing organization structure component in a way
that optimizes profitability is a key factor for organizational success.
Many organizations struggle with their incentive plan and often the
people involved in it creation and execution have a vested interest,
which causes not only conflict with the company’s goals but also missed
revenue growth. In this session, we will discuss how the different areas
of sales and marketing interact and how they can engage and align with
each other in a way that optimizes profitability for the organization. We
will discuss how to use data, analytics and CRM initiatives in a way that
empowers and strengthens your sales force. Key Take-Aways: - Guide to aligning your distribution channels and your pricing department
- Framework for evaluating your incentive plan
- Tools to optimize your product mix using the most inexpensive selling mechanisms, in a way to make your CRM initiative operational
| | 10:15am | Networking, Refreshment, and Exhibition Break | | 10:45am |
INTERACTIVE Breakout Sessions: Create, Communicate & Connect
Participant-driven discussions focusing on your key challenges and concerns.
Choose one of the following: PC1. Driving Sales in Troubled Times: Selling in (or perhaps
immediately following) a Depressed Economy MODERATOR:
Kevin Hoffberg, Managing Director / US, Group Partners, Inc. Unless the bear retires sooner than anyone expects, 2009 should prove to be anywhere between a tough year and a very tough year for topline growth (if you don¹t think so, this forum isn¹t for you). While some of our colleagues will be focused on managing costs and risks, some of us will wake up every morning thinking about where and how we¹ll drive sales. Depending on your business and go-to-market strategy, you¹ll pull some combination of advertising, promotion, pricing, packaging, distribution, partnering, sales, and CRM levers. There is no one answer to sorting out the best go-to-market strategy, yet alone the one silver bullet you can fire in times like these. But there are ways to think about how to best combine your available moves to maximize your opportunities to win.
Key Take-Aways: -
Guide to identifying creative ideas you can combine to create your own Go-to-market Playbook -
Framework for thinking through how your organization will play the top line growth game through the balance of 2009 -
Insight on drawing from a best-practices architecture for designing winning go-to-market strategies -
Lessons learned audience survey with brainstorming by minute eight of the session PC2. New Models in Partner Marketing
MODERATOR:
Ellis Booker, Editor, B2B Magazine
The session will explore the changing landscape of three types of partners: Media partners, Agency partners, Channel partners. Why are these relationships changing? Even more important, how will these structural changes affect marketing departments in the short and long term?
Key Take-Aways: -
A guide to re-thinking relationships with media, agency, and channel partners -
Using metrics—the right metrics -
Partner relationship danger signs | | 11:45am |
Town Hall - Don't miss the opportunity to join your peers for an open mic forum to discuss the biggest challenges and the hottest topics facing you every day.
| | 12:30pm | Food for Thought - Networking Luncheon Featuring Thought Leaders Hosted Discussions
Practitioners and solution providers host a menu of luncheon discussions on pertinent industry issues. Dine and dish with industry experts. The list of discussion topics will be available onsite. | | 1:30pm |
INTERACTIVE Breakout Sessions: Create, Communicate & Connect
Participant-driven discussions focusing on your key challenges and concerns.
Choose one of the following: TT1. Growing Sales with Savvy Channel Strategy
FACILITATOR:
Judi Hand, Chief Executive Officer, Direct Alliance This hands-on, interactive session will help you find ways to increase your sales using innovative channel strategies in today’s challenging business environment, providing you with the knowledge and tools to help your company run more efficiently and effectively. By bringing to life business challenges across different vertical markets, participants will be able to analyze business challenges from different perspectives and develop cost effective strategies that will evolve your business to be more flexible and better adapt to current economic conditions. Key Take-Aways: -
Action steps to align your channel strategy -- providing cost effective market coverage while increasing sales -
Templates to examine and achieve successful variable cost relationships -
Tools to determine which channels should grow and which ones should contract during a down economic cycle TT2. Executing Operational Integration of Customer – Facing Silos FACILITATOR: Stan Martin, Chief Executive Officer, Adroit Consulting All companies face similar challenges when attempting to maximize the performance of their customer facing functions. Whether your goal is revenue growth, cost reduction or providing the ultimate customer experience, the difficulty in orchestrating the proper focus across the enterprise to become truly customer centric is universal. In this session we will tackle the practical obstacles to integrating customer-facing functions to achieve maximum performance, learn about the tangible benefits of such efforts, and develop techniques that will allow you to begin to transform your businesses. An Integrated Customer Management Model is not a mystical vision or “motherhood and apple pie”; it is a practical operating approach to competing profitably in the 21st Century and in difficult economic times. Key Take-Aways: -
Metrics of the tangible benefits of an Integrated Customer management Model -
Insight on using metrics -- the right metrics -- to track performance -
Examples of partner relationship danger signs and course corrections -
Template of an initial plan of action to begin the transformation in your own organization | | 3:00pm | Networking, Refreshment, and Exhibition Break | | 3:30pm |
Value Based Global Pricing
Scott Olsen, Director of Global Price & Compensation Management, APC
by Schneider Electric The Roadmap to Value Pricing: Your CEO wants you to improve pricing
and profits by implementing TCO value selling, but where do you start?
As you know, transitioning from cost plus or market pricing to value
cannot be simply done overnight. This case study presentation will walk
you thru the journey that APC walked to implement value pricing and
value selling to achieve higher margins. Learn how APC identified key
customer challenges, designed solutions that provided tangible value,
and then communicated that value to enable higher revenue and
margins. Key Take-Aways: - Framework: Using TCO to establish value selling
- Insight on strategies to establish pricing value
- Guide to utilizing the "Five C’s" of Value
- Key marketing and sales tools to establish value in customers’ minds
| | 4:15pm |
Innovative Go to Market Strategy
Dean Adams, Director, Corporate Brand Management, 3M Company In a world of fragmenting media, growing competition and great change,
how does 3M continue to bring innovative products to market and
deliver its brand promise? Our company is over 100 years old yet
continues to reinvent its businesses and processes to deliver great
products that build customer loyalty. Innovation is not limited to new
products and stretches across functions to find new and better ways to
create value for the customer. In this session, business unit and
corporate examples of go to market strategies will be shared that drive
business growth. Key Take-Aways: - Best practices for organizational alignment
- Insight on corporate wide systems that support better go-to-market approaches
- Four success factors that connect brand management to business management
- Examples of the impact of culture in driving consistent brand experiences
| | 5:00pm | Keynote Concludes | |
| 5:30pm | Meet in Lobby for Wine and Dine Departure | | |
| WEDNESDAY, FEBRUARY 11, 2009 - GENERAL SESSION AND EXHIBITION | | 8:00am | Continental Breakfast and Exhibition | | 8:30am | Ice Breaker, Welcome and Introduction Brian Fitzpatrick, Vice President and General Manager, Events Division,
Frost & Sullivan | | 8:45am | Customer Retention and Loyalty: Is There Really Such a Thing
as a Lifetime Customer, and How Much Return is There on the
Investment? Shiv Gupta, Director, Insight & Innovations, Farmers Insurance Explore how Farmers Insurance turned the 80-20 rule (Pareto principle)
into an analytically and financially driven customer strategy. The goal is
to provide you with a business framework that views customer strategy
from multiple dimensions and allows you to make smarter customer
decisions. Key Take-Aways: - Insight on how analytics were used to develop powerful customer level financial measurements
- Success factors in using these customer measurement to develop a clear customer strategy
- Lessons learned from navigating the organizational challenges during implementation
| | 9:30am |
INTERACTIVE Breakout Sessions: Create, Communicate &
Connect
Participant-driven discussions focusing on your key challenges and
concerns. Choose one of the following: RT1. Leveraging a Telesales Channel to Optimize Market Coverage and
Sales Resources for Profitable Revenue Growth FACILITATOR:
Dean Moothart, Vice President, Sales, B2B Services, ICT Group How much of your sales process can be done via the telephone? During
this interactive session participants will explore how elements of the B2B
sales process can be shifted from a field sales organization to a
telesales channel. Learn how a centralized telesales channel can be
leveraged to build dimensional visibility into target markets, improve the
productivity and effectiveness of a field sales team and drive down the
cost of sales. Key Take-Aways: - Outline of the B2B sales process and a framework to understand how telesales can be applied to each element
- Insight on ways a telesales channel can integrate with the field sales and marketing organizations
- Assessment tools to determine which prospects, products and sales cycle steps are appropriate for the tele-channel
RT2. Communicating a Relevant, Credible, and Differentiated Value
Proposition
FACILITATOR:
Michael J. Lanning, Chairman and Managing Director, The DPV Group,
LLC In this interactive session, participants will share best practices in
identifying and successfully meeting some of the key challenges to
effectively communicating a truly winning Value Proposition. Discussion
will include practical frameworks to help assess the actual superiority of
your current Value Proposition, and to then strengthen it as
needed. Drawing on participants’ experience and various case examples, discussion will especially focus on how to communicate that superior
Proposition such that target customers understand it, see its superior
value, and believe your business can really provide it as promised. Key take-aways: - Best practices for assessing and strengthening superiority of a Value Proposition – getting beyond the generic, to concrete superiority
- Tools and frameworks for defining the three key communication challenges for any Value Proposition – relevance, clearly superior value, and credibility
- Examples of successes and failures in meeting these challenges
| | 11:00am | Networking, Refreshment, and Exhibition Break | | 11:30am | Doing More, With Less, But How: Effective Lead Generation &
Pipeline Management
Don Lamping, Surgeon Communications (CRM), Zimmer Holdings,
Inc.
Many companies fall into the trap of losing relevance to their customers
because with lowered competitive barriers there is always a bigger and
better alternative. Instead, companies should use knowledge of their
customers to their advantage - that is to come up with new ideas that
can significantly improve their customers business. Key Take-Aways: - Guide on how to reach all the companies/sites that represent selling opportunities for your company
- Roadmap to reliably identifying key decision-makers at your target sites
- Insight on how to avoid wasting time and money on prospects that cannot buy
| | 12:15pm | Using CRM Metrics to Drive Business Value WORKSHOP LEADER: Angie Hirata, Worldwide Director, Marketing & Business Development,
Maximizer Software Inc.
This interactive workshop will guide sales & marketing executives
through the process of utilizing metrics to drive more value out of their
business units. In an economy where every customer and every dollar
counts, it’s more critical than ever to track your business metrics in
relation to your goals, through the right key performance indicators,
reports, and alerts. Yet, many of us suffer from untimely information or
low confidence in the accuracy of the information we’re presented, not
to mention information mismatched with business goals or even
"information overload". This session is an opportunity to learn from a roundtable of peers on
best practices in overcoming challenges with metrics in CRM.
Participants will have a framework for creating an ideal dashboard and
alerting system that provide the visibility needed to drive greater
performance – whether it’s related to leads, win ratios, sales
productivity, customer retention, or other indicator critical to your
business. With this template and individual action plan in hand, you will
be armed with the tools required for more effectively managing your
teams to meet your business goals. Key Take - Aways: - Best practices for overcoming common challenges with using CRM metrics
- Framework for the ideal CRM dashboard and alerts
- Action plan for implementing ideal CRM dashboard and alerts in your organization
ABOUT YOUR WORKSHOP LEADER: Angie Hirata is the Worldwide Director for Marketing & Business
Development at Maximizer Software, a leader and pioneer in CRM
solutions. She is responsible for product marketing, communications,
demand generation, channel development, and strategic alliances, and
works with customers to improve their usage of CRM. With over
12 years of experience and a passion for CRM, she is a regular
contributor to thought leadership in the industry. | | 3:00pm | Workshop and Executive MindXchange Concludes | | | |
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