Forrester s Forum For CMOs And CIOs

Transcription

1 Forrester s Forum For CMOs And CIOs Winning In the Age Of The Customer The Meritage Resort and Spa, Napa, California 8:00-9:00 a.m. Carneros Ballroom Foyer 8:00-8:50 a.m. Oakville Terrace 9:00-9:15 a.m. 9:15 9:45 a.m. 9:45 10:15 a.m. 10:15 10:45 a.m. Carneros Ballroom D 10:45 11:45 a.m. 11:45 a.m. 12:15 p.m. Registration & Refreshments Day 1 Tuesday, October 29 th Breakfast Presentation With Accenture Interactive Glen Hartman, Global Managing Director, Digital Consulting, Accenture Interactive Welcome And Setting The Stage Sharyn Leaver, Vice President, Group Director serving CIOs, Forrester Research, Forrester Research All Hands On Deck For Digital Disruption James McQuivey, Vice President, Principal Analyst, Forrester Research In the age of the customer, customers have embraced new digital tools and platforms, changing the way they experience every product, digital or not. Meeting these enhanced needs requires more than just a mobile app or a social media strategy it requires reinventing the total experience surrounding your product or service. To get that done, all hands will have to be on the task, bridging frontline marketing with back-end technology. In this keynote, James will address: What is driving disruption differently in today s digital world than in the past? What technology solutions are disruptive companies developing to respond to these drivers? How can CMOs and CIOs serve as the heroes of driving competitive disruption into the fabric of their business? Redefining GE's Value Through Marketing And Technology Ashley Haynes-Gaspar, Chief Marketing Officer, GE Oil & Gas Anup Sharma, Global CIO, GE Oil & Gas Industrial Internet is not a buzzword or tagline for GE. It s the convergence of machine and intelligent data, and it s changed the way GE services its customers. During this session, the CMO and CIO from GE Oil & Gas will share how GE has used the industrial Internet to improve efficiency and operations and stay relevant in the age of the customer. This session will address: How digital disruption affects traditional companies. What the essential collaboration elements between marketing and technology are. How a successful alliance between marketing and technology boosts real business results. Morning Networking Break Marketing Plus IT: Blending Greatness, Avoiding Faults Peter Burris, Vice President, Research Director, Forrester Research J. Kevin Vasconi, Executive Vice President, Chief Information Officer, Domino s Pizza Jamie Moldafsky, Executive Vice President, Chief Marketing Officer, Wells Fargo Chris Curtin, Senior Vice President, Strategy & Innovation, Global Marketing, Hewlett-Packard Company For the past 50 years, marketing and IT have been left to mature on their respective vines, each providing shared, but siloed, function to business. Now the age of the customer is bringing them together. How should CIOs and CMOs blend their functions to create competitive ambrosia? What must they do to avoid spoiling each other? This panel of CMOs and CIOs will discuss: Digital disruption and the impact on the marketing and IT mission. Designing and delivering great customer experience through business technology. Governance models for sustaining customer engagement. Sponsor Keynote: OpenText Kevin Cochrane, Chief Marketing Officer, OpenText

2 12:15 1:15 p.m. Rutherford Terrace 1:15-2:00 p.m. 2:00-2:45 p.m. 2:45-3:15 p.m. Carneros Ballroom D 3:15 3:45 p.m. 3:45-4:45 p.m. 6:00-9:00 p.m. Jacuzzi Family Vineyards Networking Lunch, Coffee and Dessert A New Path To Collaboration: Findings From The Forrester/Forbes Survey Of CMOs And CIOs Sheryl Pattek, Vice President, Principal Analyst, Forrester Research Rich Karlgaard, Publisher, Forbes In today s post-digital world, technology and marketing are now intertwined. CMOs often have a vision of what technology they want but need their CIO to help make it a reality. Forrester and Forbes collaborated on a survey of over 300 CMOs and CIOs to determine how execs view the support they get from their peers. In this interactive session, we will: Discuss the results of this year s Forrester/Forbes survey and what it means for technology-supported marketing initiatives. Explore the progress that marketing and IT have made in aligning their teams. Invite panelists and attendees to discuss best practices on effective collaboration. Real CMO-CIO Partners Reinvent Their Customer Experience Sharyn Leaver, Vice President, Group Director serving CIOs, Forrester Research, Forrester Research Karen Quintos, SVP, CMO, Dell Andi Karaboutis, VP, Global CIO, Dell We all know that the age of the customer requires tight collaboration between marketing and IT, but creating that partnership is easier said than done. In this moderated keynote, we ll hear from real world CMO-CIO partners who are driving competitive disruption into the fabric of their business and uncover: The true critical success factors to building collaborative teams. Key lessons learned and how to avoid the most common pitfalls. Afternoon Networking Break Sponsor Keynote: ForeSee Meet The Digital Disruptors Bert Dumars, Vice President, Principal Analyst, Forrester Research Steve Garrity, CTO, Hearsay Social Stephanie Horbaczewski, President and CEO, StyleHaul Lawrence C. Lee, Sr. Director of Strategy, PARC, a Xerox Company Dr. Ivan Poupyrev, Senior Research Scientist, Disney Research Brian Wong, CEO, Kiip In every industry, digital competitors are taking advantage of new platforms, tools, and relationships to undercut competitors, get closer to customers, and disrupt the usual way of doing business. The only way to compete is to evolve, which requires a whole new disruptor mindset and skillset. In this session, we ll hear from some true digital disruptors that are toppling the status quo and: Get an inside look at how true digital disruptors think, act, and create. Explore how to translate those skills into your marketing and IT organizations to accelerate innovation. An Evening In Tuscany At Jacuzzi Family Vineyards Sponsored By OpenText Transportation will be provided to & from the Meritage Resort & Spa. Shuttles will depart the Meritage Resort & 6:00pm.

3 Day 2 Wednesday, October 30th 8:00 9:00 a.m. Carneros Ballroom Foyer 8:00 9:00 a.m. Oakville Terrace 9:00 9:10 a.m. Track A: Leading Digital Change Registration Breakfast Welcome & Opening Remarks David Cooperstein, Vice President, Research Director serving CMOs, Forrester Research 9:10 9:55 a.m. Track A: Leading Digital Change Welcome & Opening Remarks Sharyn Leaver, Vice President, Group Director serving CIOs, Forrester Research, Forrester Research Track Sessions Track A: Leading Digital Change: Together, strong CMO and CIO partners can help their organizations unlock the opportunities of a digital world. In this set of sessions, Forrester analysts will engage the group in discussions about key leadership issues, including employee empowerment, the rise (or fall) of the chief digital officer, and the language that unites these teams so they can succeed together. : Mobile, big data, and the Internet of Everything challenge companies to adapt to a world of more connections, more insight, and more options for how to evolve. In this series of sessions, CMOs and CIOs will debate how these new technology ecosystems affect their ability to do new things in new ways and disrupt the businesses that they work in today. Become Customer Obsessed Cory Munchbach, Analyst, Forrester Research Digital enables the creation of better experiences to build bridges to your customer, a reciprocal value exchange. To capitalize on this opportunity, CMOs and CIOs must empower and train employees to focus singularly on the customer s needs. This session will address: How to adopt a customer-obsessed strategy for marketing and IT. Best practices for aligning employees behind a customer-first approach. The CMO s and CIO s roles in creating a culture that promotes disruption and innovation. Mastering The Mobile Mind Shift: A Problem-Solving Session Ted Schadler, Vice President, Principal Analyst, Forrester Research Firms must re-engineer their core offerings and processes to meet the rising expectations of customers and employees empowered by a million mobile apps. In this session, we will introduce some of the ideas from Forrester's upcoming book, The Mobile Mind Shift, use them as a springboard to harness our collective brainpower, and: Identify the biggest expectation shifts that mobility causes in your customers and your employees. Highlight the things that your company needs to do to address those rising expectations. Explore new ways for CMOs and CIOs to work together to drive their company's mobile mind shift. 9:55 10:00 a.m. Intermission 10:00 10:30 a.m. Guest Executive Forum Guest Executive Forum: Building A Customer-Activated Enterprise, IBMPaul Papas, Global

4 Leader, IBM, Smarter Commerce Paul Papas, Smarter Commerce and IBM Interactive leader in IBM's business consulting organization, will discuss examples of how companies are transforming their customer engagement through technologies that enable digital and physical convergence, and in the process developing deeper customer relationships. Guest Executive Forum With VML: Collaborate And Win Jon Cook, CEO and President, VML Gus Hoffman, Senior Director of Global Commercial Technology Solutions, Kellogg Company Jon Suarez-Davis, Vice President, Global Digital Strategy and North America Media, Kellogg Company Marketing and technology collaboration is the holy grail of delivering great digital work. But success can be elusive. Join us to learn more about how collaboration powered the Kellogg Company to deliver not just websites but entire always-on loyalty and CRM platforms that continue to power consumer engagement.

5 10:30 11:00 a.m. Carneros Ballroom D 11:00 11:45 a.m. Track A: Leading Digital Change Morning Networking Break Track Sessions Track A: Leading Digital Change: Together, strong CMO and CIO partners can help their organizations unlock the opportunities of a digital world. In this set of sessions, Forrester analysts will engage the group in discussions about key leadership issues, including employee empowerment, the rise (or fall) of the chief digital officer, and the language that unites these teams so they can succeed together. : Mobile, big data, and the Internet of Everything challenge companies to adapt to a world of more connections, more insight, and more options for how to evolve. In this series of sessions, CMOs and CIOs will debate how these new technology ecosystems affect their ability to do new things in new ways and disrupt the businesses that they work in today. The Rise Of The Chief Digital Officer Nigel Fenwick, Vice President, Principal Analyst, Forrester Research Digital business strategy is central to surviving in the age of the customer, yet few organizations have embraced digital as an enterprise transformation initiative. Some of the organizations travelling this road have already hired a chief digital officer (CDO). Forester s latest research explores the rise of the CDO as an emerging enterprise change agent and what it means for CMOs and CIOs. In this session, we ll share, for the first time, our research findings on the CDO role, including: The common challenges faced by companies looking to become digital and the role of the CDO in overcoming these challenges. Understanding perspectives: CEO, CMO, and CIO expectations of the CDO role. The impact of the CDO on marketing and IT: Who should own digital business strategy? CMOs and CIOs Must Partner To Profit To From Adaptive Intelligence Fatemeh Khatibloo, Senior Analyst, Forrester Research Every organization generates data that is of significant value to its customers, its partners, and its potential partners. In order to unlock the value of the data, Marketing and IT leaders must tackle some challenges together. During this session, we will: Introduce who today's market leaders are in the emerging Data Economy. Explore the business process and technology challenges they've overcome to leverage data collaboratively. Identify the steps you can take today to assess your opportunities and begin profiting from the Data Economy. 11:45 11:50 a.m. Intermission 11:50 a.m. 12:35 p.m. Track A: Leading Digital Change Track Sessions Track A: Leading Digital Change: Together, strong CMO and CIO partners can help their organizations unlock the opportunities of a digital world. In this set of sessions, Forrester analysts will engage the group in discussions about key leadership issues, including employee empowerment, the rise (or fall) of the chief digital officer, and the language that unites these teams so they can succeed together. : Mobile, big data, and the Internet of Everything challenge companies to adapt to a world of more connections, more insight, and more options for how to evolve. In this series of sessions, CMOs and CIOs will debate how these new technology ecosystems affect their ability to do new things in new ways and disrupt the businesses that they work in today. Defining The Common Language For CMO-CIO Collaboration Laura Ramos, Vice President, Principal Analyst, Forrester Research Over half of CMOs told us they spend dramatically more time with IT now than they did two years ago. But lack of a common language and incompatible metrics keep marketing and IT from hearing each other. Join Forrester VP and Principal Analyst Laura Ramos as she facilitates a

6 discussion to determine: How can marketing and IT work together to create a "lingua franca" around project prioritization, data management, analytics, and customer-facing technology? What techniques help marketing and IT executives set and manage a complementary set of goals? How can the CMO and CIO measure the benefits to the business of a solid working relationship? The Connected World Is Here Now What? Chris Mines, Senior Vice President, Research Director, Forrester Research An era of smart, connected products and infrastructure is upon us. Sensor-laden devices on our bodies, in our homes, in our cars, and virtually everywhere else are creating new opportunities and demands for marketers and technologists. This session will explore the implications and opportunities, including: Transforming business models from one-time product sales to ongoing service provision. Linking sensors with analytics to gain richer understanding of customer expectations and experiences. Building internal and external expertise that can define and deliver your company s brand via connected software. 12:35 12:40 p.m. Intermission 12:40 1:40 p.m. Rutherford Terrace Closing Remarks & Networking Lunch

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