Why You Should Attend!



Argyle Executive Forum is pleased to present its 2009 CMO Leadership Forum, which will take place in San Francisco, bringing together the marketing leadership from approximately 120 public and private large-cap and mid-cap corporations, complementary areas of executive leadership, as well as select advisors. The forum will focus on several areas including (but not limited to): the power of social media, marketing and brand exposure in a crisis, maximizing opportunities in a cluttered market space and marketing accountability.

  • 8:00am – 8:55am Breakfast
  • 8:55am – 9:00am Opening Remarks
  • 9:00am – 9:05am Introducing Bill Pearce:
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    Haresh GangwaniVP, Product Marketing, Multichannel Campaign Management Aprimo, Inc.

  • 9:05am – 9:35am Bill Pearce
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    Senior Vice President & Chief Marketing OfficerDel Monte Foods Company

  • 9:40am – 10:20am Panel Discussion
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    Presented by infoUSA“Leveraging Analytics to Drive Marketing Success” Session Description:In today’s economic environment, it is not just the bankers who are in trouble. Marketers are faced with tough decisions, too – many companies are cutting their marketing budgets, but they don’t want to give up marketing altogether. Unless they figure out a way to stop customer attrition, companies must continue to market. The question is: What should they give up?

    In these difficult times, analytics may be the best budget investment. Analytics play a vital role in the decision-making process, helping marketers manage their channels and list sources using scientific measurements and carefully designed response analyses. Marketers should never make cost-cutting decisions without first reviewing performance indicators.

    Moderator:Gary ParisiSenior Vice President Business DevelopmentinfoUSAPanelists:Engelina JaspersVice President, Corporate Marketing, Americas RegionHewlett-PackardUmberto LuchiniDirector, Tequila Unit and Marketing ServicesSKYY SpiritsStephen H. YuVice President, Database StrategiesinfoUSA

  • 10:25am – 10:40am Thought Leadership Spotlight
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    Presented by ExactTarget“Email Plus: How Email Is Social & Social Needs Email”Session Description: To succeed in today’s hyper-social, subscriber-centric landscape, you must maximize the value of every touchpoint. In this session, we’ll explore how leading companies are leveraging the unique strengths of Email, SMS & Voice Marketing to develop, engage, and retain customers.Tim KoppChief Marketing OfficerExactTarget

  • 10:40am – 11:10am Coffee Break
  • 11:10am – 11:55am Suzie Reider
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    Head of AdvertisingYouTube

  • 11:55am – 12:25pm “Let’s get digital! Marketing for the 21st Century”
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    Session Description:Ann Lewnes, SVP Corporate Marketing at Adobe Systems Inc, will share her thoughts and experiences on how, by using digital marketing as the foundation of your plans, you can transform all aspects of your business – from product development to product marketing to customer engagement and loyalty. All while delivering maximum ROI.Ann LewnesSenior Vice President of Corporate MarketingAdobe Systems Incorporated

  • 12:30pm – 12:45pm Thought Leadership Spotlight
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    Presented by BusinessWeekBrand JournalismSession Description:Creating and navigating the boundaries between advertising and content, and defining “brand journalism” in a new era of marketing message strategy. Just what is brand journalism, and how do companies, not to mention consumers, know it when they see it? How do I keep from crossing boundaries that aren’t really set yet? And is this right for my brand?David KileySenior CorrespondentBusinessWeek

  • 12:45pm – 1:45pm Lunch
  • 1:45pm – 2:25 pm Panel Discussion
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    Presented by Covario"Building A Digital Center of Excellence – the Key to Driving Online Advertising ROI" Session Description:Managing advertising programs across many products, geographies and audiences is extremely difficult – especially when a weak economy puts your budgets at risk. Long considered a best practice for functions like procurement and IT, today’s economic environment is driving organizations to centralize advertising programs and build Digital Centers of Excellence (DCOE).

    The benefits of a Digital Center of Excellence (DCOE) are vast and go far beyond cost savings. Attendees will learn how the DCOE concept provides a foundation for performance optimization, operational efficiency and program accountability across paid search advertising, natural search optimization and other digital advertising programs. This session will explore how these major advertisers are structuring their Digital Centers of Excellence, the benefits realized and the challenges overcome.

    Moderator:Craig MacdonaldSenior Vice President & Chief Marketing Officer CovarioPanelists:Dennis HauganSenior Director, Web MarketingT-Mobile USAGary MilnerGlobal Interactive Marketing Director LenovoDan QuinnManager of Global Digital Media Research In Motion*This session is off the record.

  • 2:30pm – 3:10pm
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    Marketing Through the Recession”Moderator:Austin BankheadCMO Programs DirectorOmniturePanelists:Grant Johnson Vice President, MarketingGuidance SoftwareBryan SrabianVice President of MarketingSacramento River Cats/Raley FieldEllen TavernerChief Marketing OfficerGibson, Dunn & Crutcher LLP

  • 3:10pm – 3:55pm Neil Blakesley
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    Vice President Strategy & MarketingBT Americas

  • 3:55pm – 4:00pm Closing Remarks
  • 4:00pm – 5:00pm Closing Reception
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    *Please note agenda is subject to change

What will be discussed? Explore marketing hot topics and challenge areas such as:

Omnichannel strategy

Evaluate where you are on the omnichannel maturity curve, reflect on how your team is driving accountability around the omnichannel customer experience, and find out what you could be doing better. Our speakers will discuss:

  • Methodologies for measuring ROI
  • Targeting with customer data
  • Managing cross functional collaboration
  • Comparing single and multichannel interactions

Mobile Marketing

Confront the shift to the mobile consumer head on, by learning how the Fortune 500 has adapted their marketing efforts for mobile devices. Discuss mobile's evolution and make predictions for the future. Get briefed on:

  • Optimizing content for mobile
  • Managing the mobile channel as a marketer
  • Building a unified view of users across channels
  • Measuring the ROI of mobile

Buyer 2.0: the B2B customer

Who is the B2B customer of today, as opposed to 5-10 years ago? Learn how successful organizations have implemented new channels and capabilities to reach this specific type of consumer. Gain insight into:

  • Catering outreach to the customer
  • Empowering your sales team
  • Establishing brand credibility
  • Becoming a thought leader

Customer engagement

Explore how we understand our customers in today's hyper-connected world, and develop a brand dialogue to effectively communicate with them. Hear discussions on:

  • Understanding audience fragmentation
  • Connecting emotionally with customers
  • Communicating across multiple touch points
  • Integrating new media with traditional strategy

The digital CMO

The digital sphere has changed the role of the CMO, in scope and practice. Talk about how this affects all areas of the executive agenda, from budgeting to hiring. Learn how top CMOs are:

  • Being catalysts for change
  • Adopting new measurement tools
  • Defining new roles to add value
  • Leading by example

Content marketing

Exceed your customer's expectations for a tailored experience with effective content marketing. Find out how other marketing leaders are:

  • Driving engagement through personalization
  • Measuring content efforts
  • Exploring new communication channels
  • Understanding customer preferences

Still have questions? We have answers.

I want to attend, but what if I'm unsure of my schedule and need to cancel my participation?

Just let us know. We understand that schedules change! However, we always have a waiting list for this event, and if you don't cancel, we will assume you are still attending and your spot will go unused. If you must, cancel at least 48 hours prior to the event to make room for others!

What if I can't be OOO for a whole day, or need to come late?

We have wifi and private rooms available for attendees to take calls and spend some quiet time on emails, as well as access to printing. Have a morning meeting you can't miss? No problem. This event was designed for busy executives - we get it.

I'd like to bring some colleagues. Do I need to register them online?

Events are more fun with friends, and we'd be happy to host your team. You can have them register online, or send us their names, titles and email addresses and we will take care of it for you!

I don't see the event venue listed. Where will the meeting be held?

To maintain exclusivity, we don't release the venue address until the registration process has been completed. All logistical details will be shared once you have requested a pass and been approved.

The "2009 CMO Leadership Forum" in San Francisco
is proudly sponsored by:

About Image
  • "Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."

    The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.

  • "As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "

    A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.

  • "Their forums bring together engaging speakers and fascinating content. "

    The CMO of Constellation Brands on the Argyle CMO series.