Building B-to-B Marketing Connections to the  “C-Suite:” Stronger, More Effective Dialog with the CEO, CFO, CTO

CLICK HERE for printable brochure
REGISTER

March 6 - 7, 2012
Hilton South Lake Hotel
Dallas, Texas

In B-to-B firms, all of us as marketers must work to build perspective from our markets and the “voice of the customer” into high-level business strategy. Come learn how to build a more effective dialog, impact and “line of sight” with executives to help make that happen!

The real impact of B-to-B marketing: better informed strategy
Successful ISBM member firms are mobilizing market insights in whole new ways across the landscape of business strategy. Where does your team play? How can we help our firms better navigate the markets we’re facing ahead? Get a seat at the table with the “C-Suite” making key decisions.

Insights from world thought leaders on the importance of the dialog: …the marketing function and the executive team
Our keynote speaker, Dr. Adrian Slywotzky, of Oliver Wyman, will discuss the role of the marketing function “leading the charge” in building demand for the firm. How can we better enable the executive team to make market–focused decisions: driving demand that generates faster, more robust and less volatile cash flows–short and long term?

Professor Malcolm McDonald of Cranfield University has researched the working connection between the marketing function and the executive suite. He will get down to particulars: Marketing in the C-Suite: Ten crucial questions CEOs and CFOs are asking their marketing colleagues - and the answers they should be receiving.

Best practices: connecting with the “C-Suite”
Laura Patterson, president of VisionEdge Marketing, works with firms to create metrics, language, and linkage between the marketing and executive teams. Laura will discuss “The Five Best Practices of Best-in-Class B-to-B Marketers who Connect to the C-Suite.”

Down to Cases: The CFO Perspective
Across ISBM Members, the nature of the relationship between the marketing function and the CFO’s office, spans a wide range: from “totally ignore” to “a necessary expense” to a “valuable and important partner”. We’re inviting prestigious CFOs to share candid views on how we might build a connection that is more valuable and productive for our firm. We’ve invited Craig Gruchacz*, SVP & Controller Philips Respironics, and Alfonso Escudero*, VP of Performance Plastics, Chemicals Finance for Dow Chemical, to share their perspectives with us.                     

A view from the very top: ISBM CEO’s on how marketing can play a more vital role…
On Wednesday, March 7, we’re fortunate to be hearing from Carlos M. Cardoso, CEO of Kennametal, who has worked in concert with their CMO, John Jacko, in forging a more market-driven culture for Kennametal. We’ve invited John Engel*, CEO of WESCO, to discuss marketing’s role in the decisions faced by his office–practical lessons from the highly competitive world of industrial distribution. Rounding out this powerful session we’ll hear from M. Craig Maxwell, of Parker Hannifin. This forward looking CTO has worked together with the marketing team to build a direct “line of sight” from markets and customers to R&D at Parker.

We’ve designed this meeting for everyone in the B-to-B Marketing Team: It’s everyone’s job!
We’re facing another “interesting year” as we move on to 2012. Now is the time for marketing to step up to make more vital contribution to our firms. No matter what your role and function (marketing strategist, planner, market communications professional, product manager, tradeshow manager, or CMO)–all of us–need to create a clear “line of sight” between what we do and the executive team. We need to learn the language, the frames and perspective to effectively communicate with the “C-Suite.” Ways to make our practice more valuable, and more valued in our firm.

Be more valuable–and valued–by your firm...
In today’s markets it’s tough to know where to invest. One of the best investments you can make is an investment in your own professional development. Don’t miss this important meeting!

Agenda

Monday, March 5

6:30-8:30 p.m. Welcome Reception

Tuesday, March 6

7:00 a.m. Registration and Continental Breakfast

8:00 a.m. Convene: Introduction and Overview

8:15 a.m. Who’s Responsible for Demand in Your Firm? The role of the “Demand Generator” in Business Strategy
Dr. Adrian Slywotzky, Thought Leader, Author, Partner, Oliver Wyman

9:15 a.m. Networking Break

9:45 a.m. Marketing in the C-Suite: Ten crucial questions CEOs and CFOs are asking their marketing colleagues - and the answers they should be receiving
Professor Malcolm H. B. McDonald, Emeritus Professor/Deputy Director, Cranfield School of Management, UK

10:45 a.m. Networking Break

11:30 a.m. Thought Leader Panel:The Promise and Potential of Better Market-Connected B-to-B Strategy
Moderated by Dr. Fred Wiersema, Noted Author, Consultant and ISBM Fellow

12:00 p.m. Lunch

1:00 p.m. The Five Practices of Best in Class B-to-B Marketers who Connect to the C-Suite
Laura Patterson, President VisionEdge Marketing

1:45 p.m. Networking Break

2:15 p.m. Building the Connection – Marketing and the CFO: Insights from Arizona Chemical
Frederic Jung, Vice President and CFO, Arizona Chemical

3:00 p.m. Break

3:15 p.m. A “Serial CFO’s” Perspective on Marketing Investments
Marty Kittrell, Director, NiSource; Former EVP and CFO, Dresser, Inc.

4:00 p.m. Break

4:15 p.m. Thought Leader/CFO Panel: The B-to-B Marketing Function and the CFO
Moderated by: Matthew Morris, Partner, Practice Area Director, RGL Forensics

5:00 p.m. Meeting Wrap Up/Summary

5:15 p.m. Meeting Adjourn

6:00 p.m. Networking Dinner
Update: ISBM B-to-B Leadership Board–Dr. Fred Wiersema and Induction of New ISBM Fellow, Dr. Gerry Tellis, Jerry and Nancy Neely Chair in American Enterprise, Professor of Marketing, USC Marshall School of Business

Wednesday, March 7

7:00 a.m. Continental Breakfast

8:00 a.m. Convene

8:15 a.m. The CEO’s Connection to Marketing:A View From Kennametal
Carlos M. Cardoso, Chairman, President and CEO, Kennametal, Inc.

9:00 a.m. Break

9:30 a.m. Creating a “Line of Sight:” Building the Marketing Connection to R&D
M. Craig Maxwell, Vice President Technology and Innovation, Parker Hannifin

10:15 a.m. Networking Break

10:45 a.m. Executive Panel: Building the “Line of Sight” With the Executive Team
Moderated by Dr. Liam Fahey, ISBM Fellow and Founding Director, LFI

11:45 a.m. Meeting Wrap Up/Summary/Adjourn

12:00 p.m. Meeting Adjourn / ISBM Marketing Educator's Consortium (separate registration required)

*-invited, not confirmed

Each member attnedee will receive the important new book Advice from the Top :The Expert Guide to B2B Marketing, developed by the Business Marketing Association Colorado Chapter. B2B marketing wisdom, insight, and expoert practice, collected from thought leaders and practitioners. A powerful addition to you ISBM Library.

Date and Location

The meeting will be held at the Hilton Southlake Hotel in Southlake (Dallas), Texas (1-817-442-9900).

A room block will be held until February 17, 2012. When making a reservation, reference “ISBM Penn State” for the group rate of $179/night. Room availability and rates after February 12 are subject to availability at time of booking.

Cost and Registration

ISBM Member: $950 before February 3, 2012; $1050 after
Non-Member: $1,550 before  February 3, 2012; $1,650 after
All participants must register in advance.

REGISTER

Cancellation Policy

•    Up to 30 days prior to seminar: No Fee
•     Between 15 and 30 days: $100 Fee
•     14 days or less: Full Conference Fee
•     All substitutions within 14 days prior to the seminar will be subject to a $50 administrative fee.

For More Information

Contact Paula Dorminy at 814-863-2782 or at isbm@psu.edu.

ISBM Marketing Educators Consortium

Click on title for information this meeting.