August 5, 2008 |
| 8:30 a.m.-9:00 a.m. |
Breakfast Reception and Introductions
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| 9:00 a.m.-12:30 p.m. |
Morning Strategy: Keeping Marketing Relevant
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| 9:00 a.m.-9:30 a.m. |
The Evolving Role Of The CMO
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| 9:30 a.m.-9:45 a.m. |
Exercise: The Marketing Of Marketing
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| 9:45 a.m.-10:30 a.m. |
Reinventing The Marketing Team
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The State Of The Marketing Organization
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Developing Marketing Talent
|
| 10:30 a.m.-10:45 a.m. |
Break
|
| 10:45 a.m.-11:30 a.m. |
Building Relationships With Key Internal Partners
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Partnering With IT For Marketing Technology Initiatives
- Breaking Down The Walls Between Marketing And Sales
|
| 11:30 a.m.-12:30 p.m. |
Measurement And Metrics
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Traditional Measurement (Marketing Mix Modeling)
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New Measurement Tools And Techniques
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Strategy And Process For Building A Marketing Dashboard
|
| 12:30 p.m.-1:30 p.m. |
Lunch
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| 1:30 p.m.-5:00 p.m. |
Afternoon Strategy: Taking Marketing Into The Future
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| 1:30 p.m.-2:15 p.m. |
Digital Strategy: New Channels And Tools For Marketers
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Overview: Integrated Marketing/LBMP
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New marketing channels and how to use them
|
| 2:15 p.m.-2:45 p.m. |
Exercise: Building A Digital Marketing Strategy
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| 2:45 p.m.-3:30 p.m. |
Connected Agency: Transforming Your Agency Relationships
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Defining the new connected agency
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What to expect from agency relationships
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| 3:30 p.m.-3:45 p.m. |
Break
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| 3:45 p.m.-4:45 p.m. |
Balancing The Marketing Funnel
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Engagement-bring customers with you through the marketing funnel
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Finding the right mix of acquisition and loyalty marketing
|
| 4:45 p.m.-5:00 p.m. |
Exercise
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Analyst Presenters
Lisa Bradner, Forrester, Speaker
Cindy Commander, Forrester, Speaker
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