2007 CMO Council Summit: The Elite Retreat
Less Burn, More Return
The Lodge at Sonoma – A Renaissance Resort & Spa
December 12 – 13, 2007
Core Discussion Areas:
- Mapping New Marketing Operational Models
- Allocating, Adapting & Advocating Marketing Spend
Less Burn : More Return
With 50 percent of new CMOs recruited to fix broken marketing organizations, the pressure is on to review, rethink and revamp global structures, resources and marketing operational models. What foundations, platforms, tools and processes are critical to improving go-to-market effectiveness and better aligning and integrating essential groups and functions? How do leading global brands operate and manage distributed marketing groups to achieve greater performance and efficiency? What new approaches and solutions are being embraced to make marketing more nimble, productive and in-sync with corporate, line of business (LOB), regional, field, channel and demand/supply chain dynamics?
Mapping New Marketing Operational Models….
This is an opportunity to collaborate with the CMO Council Advisory Board and other invited members in a vital “visual think” session on “Mapping New Marketing Operational Models.” We will convene in California’s wine country for an elite year-end retreat on December 12 and 13 at the Lodge at Sonoma, just north of San Francisco. Join your peers during the afternoon of day one to reach a consensus on the optimal Operational Marketing Model for companies in different stages of growth and across diverse business sectors. Gather knowledge from other leading multi-national marketers on how they are operating worldwide and find out more about their experience in unifying and streamlining marketing systems, policies and procedures.
Allocating, Adapting & Advocating Marketing Spend…
The second day will lay the foundation for how to best advocate, allocate and regulate marketing spend as companies expand globally and face more choices and challenges in where and how they invest in demand generation, customer experience, retention and brand building.
With a major shift to “Adaptive Spend Strategies and Practices,” the annual budgeting exercise is being transformed into a continuous, year long process of spend calibration and flexibility. The need for adaptive spend is being driven by global sales pipeline requirements, evolving competitive challenges, pricing and promotional developments, business issues and incidents, channel sell-through priorities, as well as opportunistic revenue-generating situations or partnerships.
Attendees will break into dynamic discussion groups for a full day of interaction on optimal approaches to better allocate, adapt and advance the value of marketing spend. Teams will be challenged to identify the key forces and factors that influence and shape the size and distribution of marketing budgets, including cultural, political, historical, and organizational. They will draw from the results of the CMO Council’s 2008 Marketing Outlook study to inspire thinking on new areas of marketing spend consideration. These include content syndication, customer engagement communities and affinity networks, market access through Internet and digital channels, authority leadership marketing, personalized communications, virtual events, viral word-of-mouth and referral campaigns, ambush and guerilla strategies, sponsorships and experiential marketing programs.
Taking a deep dive into the theme of this year’s CMO Summit Elite Retreat – “Less Burn, More Return” – will enable participants to review and revise their marketing spend plans for 2008, and take a hard look at how others formulate, justify and account for a growing part of overall business operating budgets. Attendance is by-invitation-only and will require participation in the Marketing Outlook 2008 Survey as well as some preparatory work in advance of the gathering.
