Latest CMO CLUB Dinners and Events Calendar - April thru July 2010 - Come Join Your Peers

Here is the updated list of dinners across 18 cities in the US and now Europe. Exclusively for heads of marketing in a non-vendor selling environment. Come join our peers. List of upcoming CMO CLUB Dinners and To Register

Building credibility by demonstrating marketing impacts on revenue in B2B

Speakers: Jon Miller, VP Marketing at Marketo and author of "Modern B2B Marketing"
Pam Burton, CMO at Mimcom

Miller explains that the importance of marketing begins with the revenue cycle, not the sales cycle. His revenue cycle begins with awareness, to gathering names, to engaged leads, to prospect and recycled, to leads, to sales leads, to opportunity and finally to a customer. A prospect is ready for a sales call when the lead has visited the website two times within a 7 day period. And, the best channels for leads are inbound converts, followed by virtual trade shows. His use of the revenue cycle is that it allows the company to forecast the sales in future periods, which allows for more accurate projections.

Burton uses technology to judge her leads, through a partnership with Eloqua, which handles the marketing operations. The system allows for alerts to be established for particular company and individuals who visit her company's website or content from these potential clients. The most important part of her marketing process is a partnership with the sales operations. It is key to make sure that the people in both departments define and agree on objectives, define terminology, have matching lead scoring system and put in place reporting and measurement metrics.

Marketing Innovation in Film/Video/Media

Featuring:
Abigail E. Disney – Filmmaker Tribeca Winner, BOD Disney Foundation
Dae Mellencamp – SVP General Manager, VIMEO/IAC
Dan Greene – Google TV + Video
Jerry Kupfer – Former “30 Rock” producer
Hope Frank – CMO CLUB, THX (Moderator)

Above all, this diverse and accomplished panel came together on three main beliefs about the power of film in media:
• Dedication to story
• Dedication to innovation
• Trust in their audience

Kupfer contributed much of the success of “30 Rock” to a mix of Tina Fey’s talent in creating the show and the strong, identifiable characters that viewers relate to. Popularity of the show boomed after the first season enjoyed an Emmy winning awards season, and even moreso after Tina Fey’s impersonation of Sarah Palin.

Like many shows, “30 Rock” is testing the waters of integrating broadcast and digital, introducing webisodes that lure people who find the material online to check out the full show on television. People are surfing the web while watching TV, too, so there is a real-time element that everyone is working to leverage.

Disney shifted the conversation to the power of film to ignite social change. She told of successful non-violent protests featured in her documentary “Pray the Devil Back to Hell,” where her cameras were the only ones on the scene to capture powerful and important moments that would have been lost otherwise.

Disney believed that film has more power to influence than any other medium, especially in creating social movements and affecting policy. By targeting influencers, grassroots women’s groups and advocates country by country, she created a meta-story for the film that constituted a full marketing push for the movie. When distributing the film, Disney’s team capitalized on the word-of-mouth excitement surrounding the release to offer low-cost copies (along with posters and other marketing material) to whomever signed up to receive it. After that people could use the films as they liked, charging or not charging for showings and starting conversation groups afterwards to bring the message to life.

Mellencamp segued into the difference between YouTube and Vimeo. She felt as though while YouTube functions as an entertainment venue, Vimeo is a space where content is cultivated to reflect users’ interests and develop respectful communities around content.

Greene then brought the conversation around to metrics, describing how Google gave up their inroads to print and audio when it proved impossible to create the kind of valuable measuring tools Google is known for. He also added that Google knows it has entered a phase where it has become so big that people are naturally becoming distrustful of it. But the “Do No Evil” motto is alive and well within the company, he said, and Frank added that a visit to the Google campus is usually enough to convince skeptics.

Google can help marketers by making business as equitable as possible, forming inroads to end-users by producing the best online experiences in any number of

Frank asked if there is any sector Google is not planning to enter, noting their expansion a number of different verticals over the past few years. Search may not always be at the heart of the online experience, and if Google is going to stay relevant in 25, 50 or 100 years, Greene said they would have to find where the activity is heading and make sure Google is there. That could mean a step-change toward a more social media powered online experience.

Marketing Innovation in Film/Video/Media

Featuring:
Abigail E. Disney – Filmmaker Tribeca Winner, BOD Disney Foundation
Dae Mellencamp – SVP General Manager, VIMEO/IAC
Dan Greene – Google TV + Video
Jerry Kupfer – Former “30 Rock” producer
Hope Frank – CMO CLUB, THX (Moderator)

Above all, this diverse and accomplished panel came together on three main beliefs about the power of film in media:
• Dedication to story
• Dedication to innovation
• Trust in their audience

Kupfer contributed much of the success of “30 Rock” to a mix of Tina Fey’s talent in creating the show and the strong, identifiable characters that viewers relate to. Popularity of the show boomed after the first season enjoyed an Emmy winning awards season, and even moreso after Tina Fey’s impersonation of Sarah Palin.

Like many shows, “30 Rock” is testing the waters of integrating broadcast and digital, introducing webisodes that lure people who find the material online to check out the full show on television. People are surfing the web while watching TV, too, so there is a real-time element that everyone is working to leverage.

Disney shifted the conversation to the power of film to ignite social change. She told of successful non-violent protests featured in her documentary “Pray the Devil Back to Hell,” where her cameras were the only ones on the scene to capture powerful and important moments that would have been lost otherwise.

Disney believed that film has more power to influence than any other medium, especially in creating social movements and affecting policy. By targeting influencers, grassroots women’s groups and advocates country by country, she created a meta-story for the film that constituted a full marketing push for the movie. When distributing the film, Disney’s team capitalized on the word-of-mouth excitement surrounding the release to offer low-cost copies (along with posters and other marketing material) to whomever signed up to receive it. After that people could use the films as they liked, charging or not charging for showings and starting conversation groups afterwards to bring the message to life.

Mellencamp segued into the difference between YouTube and Vimeo. She felt as though while YouTube functions as an entertainment venue, Vimeo is a space where content is cultivated to reflect users’ interests and develop respectful communities around content.

Greene then brought the conversation around to metrics, describing how Google gave up their inroads to print and audio when it proved impossible to create the kind of valuable measuring tools Google is known for. He also added that Google knows it has entered a phase where it has become so big that people are naturally becoming distrustful of it. But the “Do No Evil” motto is alive and well within the company, he said, and Frank added that a visit to the Google campus is usually enough to convince skeptics.

Google can help marketers by making business as equitable as possible, forming inroads to end-users by producing the best online experiences in any number of

Frank asked if there is any sector Google is not planning to enter, noting their expansion a number of different verticals over the past few years. Search may not always be at the heart of the online experience, and if Google is going to stay relevant in 25, 50 or 100 years, Greene said they would have to find where the activity is heading and make sure Google is there. That could mean a step-change toward a more social media powered online experience.

Global Economic Setting and Impact to CMOs and Your Business Featuring Roger Brinner -- Chief Economist, The Parthenon Group

Roger Brinner -- Chief Economist, The Parthenon Group, shares economic insights. Presentation slides will soon be posted on thecmoclub.com exclusively for club members!

Executive targeting & relationship building New Ideas for B2B CMO

Presented by Mitch Bishop, CMO iRise

How do you reach the CIO/Executive sponsor in a Fortune 1000 company, if you are a small enterprise software company? Throw out the marketing mix and focus on the basics...building long-term relationships with your customers. iRise has used technology and automation to create an amazing machine that has achieved 400 customers to date, 200 of those are Fortune 1000.

The iRise CIO executive roundtable program is the secret sauce to their marketing success; 5 years of fine tuned event performance. There are 3 roundtable events a year in various cities around the globe. The return over the last 5 years is 10 TIMES! The meetings are for 2 days, structured to provide content from a “Rock Star CIO” on day 1 and a day of networking at a motor raceway on day 2 for great peer-to-peer networking and discussion. As a follow-on to the event, each CIO is asked to provide 3 referrals for contact and those that decline the meeting, iRise schedules a follow-on meeting on their calendar. All that it takes to get a pilot is for the CIO to show up to the meeting and listen for 5 minutes! (If we all were so lucky to have amazing products to market!)

iRise has tried other events including CIO conference, CIO Advisory board and CIO local dinner events. None of these events provide as much value and return as their roundtables. For those who participate in CIO conferences, Mitch recommends getting the right ground cover by underwriting the event with focused activities before, during and after the event. Before the event get the list of attendees and invite CIOs to a dinner the night before the event, during the event make sure you have a key speaking slot coupled with booth on the show floor and after personal email follow-up. The after is the hardest part, it is time consuming, it requires lots of internal follow-up, yet invaluable to the sales process.

For more details regarding customer research, data acquisition and analysis process at iRise, review the presentation or contact Mitch Bishop directly

The Power of Organizational Purpose

Presented by David Srere, CEO, Siegel+Gale

Pick 10 employees in any organizational and ask them what the mission and vision statement is in the organization. You will get 10 different answers for each, worse yet, ask them the definition of what a mission and vision statement is and again, you will get 10 different answers. Insightful, however, proof that this approach isn’t working. You need to make a mantra, not a mission statement....how do you galvanize the purpose of your organization?

Why care about purpose?
1. It motivate employees - align interests, pride
2. It gives leaders a higher-order platform - together we can make a real difference in the world, passion drives performance drives profit in that order
3. It provides long-term direction - provides guidance and inspiration that never change
4. It drives business performance - not at the expense of shareholder value, it can be an accelerant

Where do organizations find their purpose?
They need to look at 3 areas: the strengths of the organization, where the organization motivates their employees and where as a company they are making money. It doesn’t have to be distinctively different/unique in the category you compete in. The importance is that it truly resonates for your company.

It must be:
simple
crystal clear
brutally single-minded
credible
inspirational
walk the talk (brand = experience)

David sites great company examples that illustrate a company’s evolution, providing insight and motivation for companies of any size to relook at the business/organizational purpose and see if further inspiration is required to ensure that the company is the best that they can be both internally and externally.

Nothing great was ever achieved without enthusiasm. - Ralph Waldo Emerson

"Insights from CMOs" Podcast Interview with Randy Drawas, CMO at Kaspersky Labs - "How Measured as a CMO and How to Get Consumers to Act"

As part of our new relationship with Miptalk.com and our upcoming CMO CLUB Summit, here is a great interview with CMO Randy Drawas from Kaspersky Labs (the fastest growing anti-virus software company in the US). Topics include 1) How are you measured by your CEO, 2) Getting Consumers to act, 3) How do you allocate and manage budget cuts and changes. Worth a listen. Great insights.

Randy Drawas Insights from CMOs Podcast

Conversation with Evan Greene, CMO of The Recording Academy

Great conversation with CMO Evan Greene, CMO of The Recording Academy and active member of The CMO CLUB. Great insights of value to marketing executives and business leaders.

Listen to our conversation with Evan Greene

Latest CMO CLUB Dinners and Events Calendar - April thru June 2010 - Come Join Your Peers

Just updated our latest dinners/events calendar. Take and look and CMOs come join your peers and be part of the world's best CMO conversations.

Latest CMO CLUB Dinners and Events - April thru June 2010

The CMO CLUB Weekly Poll Results: How many board members including your CEO have significant marketing backgrounds?

120 CMOs responded:
50% 1 to 2 Board members
45% No Board members (0)
5% 3 to 5 Board members
0% 6 or more Board members

A few Quotes from CMOs in the club who responded:
“When I participate in board meetings I am the only legitimate marketing expert in the room. We have 3-4 ex CFOs, 2-3 ex Sales, and 2-3 ex HR but no Marketing.”

“The biggest challenge I have in leading the growth agenda is getting caught up in board and CEO discussions on tactical marketing where everyone has an opinion on marketing, vs the more important strategic customer engagement issues.”

“I like being the only marketing expert in the room. Even with a few one off questions, they look to me as the expert and tend to stay out of my way.”

“There is an increased interest from my CEO on bringing more customer or marketing expertise to the board vs. the CFO heavy board expertise today..”

CMO CLUB Weekly Poll Results - What is the biggest change to your approach to agencies vs. one year ago? - More small agencies by expertise preferred

The CMO CLUB Weekly Poll Question: What is the biggest change to your approach to agencies vs. one year ago?
(March 25 – April 2, 2010)

144 CMOs responded:
41.7% More small agencies by expertise
23.6% Moved more prior agency work in house
18.0% More control, tighter perf. metrics
11.1% No significant changes
5.6% Changed Primary Agency

A few Quotes from CMOs in the club who responded:
“As we moved to more specific customer segments and programs, we have looked to agencies with that customer expertise to help us.”

“I have found a few really bright social media experts and hired them to lead efforts vs. outside agencies. I still have my portfolio of agencies but have augmented with intern expertise until they get their expertise up to speed around social media.”

“As my performance objectives and the company’s focus on ROI has increased, I have asked my agencies to support this same tighter focus on demonstrating ROI from their programs and execution.”

“Everyone that comes to see me now claims to be social marketing expert. Looking to The CMO CLUB and other CMOs to help identify real vs. BS experts.”