The technology industry’s Chief Marketing Officer (CMO) Council will host its annual CMO Summit in Monterey, California, October 7th and 8th at the scenic Monterey Plaza Hotel & Spa on Cannery Row.
With the continued ebb and flow in the technology sector, convening members of the CMO Council are being challenged to step up and “Set the Strategic Agenda” while being more accountable for marketing effectiveness, product success and business performance.
The CMO Council has nearly 1,000 members who control an estimated $40 billion in annual marketing expenditures. More than 75 percent have executive officer titles and represent global technology companies with aggregated annual revenues of over $500 billion.
Headlining opening sessions will be a dynamic debate among industry maestros and mavens facilitated by Bill Campbell, one of Silicon Valley’s most respected marketing voices and currently the chairman of Intuit. The line-up will include Donna Dubinsky; founder, innovator and visionary at Handspring and Palm; Apple, AOL and Netscape veteran Mike Homer, chairman and advisor at Kontiki and other ventures; as well as Google’s product marketing chief, Jonathan Rosenberg, formerly a key product strategist at both Excite@Home and Apple eWorld.
A keynote by branding guru and author, David Aaker, will challenge the 200 summit attendees to build brand-centric cultures where every touch point in the organization is empowered to radiate and reinforce the brand personality and character of the company.
Senior Vice President Peter Weedfeld of Samsung will reveal the transformation of Samsung into a brand leader in its field in just four years. In fact, Samsung is now number one worldwide in TV sets, video recorders, flat-panel screens, computer monitors, PC memory, and flash memory used extensively in digital cameras, according to various industry estimates. In the cell phone industry, the company is expected to reach 15.1 percent market share by the end of the year, surpassing Motorola’s market position. Samsung also reported a stunning gain of almost $2 billion in brand value as revealed by the Annual Ranking of the 100 Top Global Brands reported by BusinessWeek and Interbrand, moving from the 25th placeholder up to the 21st most valuable brand in the world.
More than 12 breakaway invention sessions will generate intellectual capital and will feature interactive panel discussions led by top marketing executives from companies like Adobe, Alcatel, Ameritrade, BearingPoint, Biz360, Checkpoint, Cognos, Documentum, Doubleclick, EDS, EMC, Epson, Google, Hitachi, HP, Interwoven, Juniper Networks, Logitech, Oracle, Qualcomm, Seagate, Siebel, Symantec, Tektronix, Unica, WebTrends, Wyse, and Yahoo!, among others.
Topics will be devoted to a variety of compelling marketing issues and challenges, including:
— Increasing the Value of Spend. Allocation Insights and Disciplines.
— Distinguished by Design. Delivering Consistently Great Products.
— Guerilla Strategies in Gorilla-Dominated Markets
— Global Strategies. Entry and Expansion in Emerging Markets.
— Frontline Focus. Putting a Stronger Marketing Force in the Field.
— Exploiting Segments, Fragments & Niches. The Need to Tailor and Target.
— Chasing a Changing Channel. How to be Identified and Specified.
— Affinity Marketing. Winning the Hearts and Minds of SMBs.
— Pervasive Promotion. Driving Purchase Intentions, Impulses & Actions.
The CMO Council’s Marketing Performance Measurement (MPM) task force and advisory committee will release a comprehensive report on a new MPM model, standards and practices for benchmarking effectiveness and quantifying value in the technology industry. Strategies and approaches for achieving better MPM outcomes, disciplines and deliverables will be addressed by senior marketers and consultants from BearingPoint, Tektronix, Documentum and Accenture.
In addition to panels, there will be a presentation by McKinsey consultant Girish Nair on the topic of CMO Endurance: Strategies to Gain & Sustain as a Marketing Leader. Trend watcher expert, Michael Tchong, will give his penetrating insights on emerging market shifts and changes likely to impact purchasing patterns and buying preferences as part of his annual Trendscape 2005 Outlook. Tchong’s unique market perspective was honed during a multi-faceted career that included launching five successive startups, including MacWeek, which was acquired by Ziff-Davis in 1988, CyberAtlas, acquired by I/PRO in 1996, and Iconocast, sold to Imagine Media, now part of the Future Network, in 1998. He has also held a variety of positions in advertising, publishing and software development, including media positions at Chiat/Day, Doyle Dane & Bernbach and McCann-Erickson.
For more information or to register, please go to www.cmocouncil.org/summit2004/. CMO Summit attendees must join the CMO Council and can nominate themselves at http://www.cmocouncil.org/nominations.html. There are no membership dues to join the council, however applicants must hold a senior marketing position in a technology company to meet eligibility requirements.