California CMO Collective
January 31, 2012 | SLS Hotel at Beverly Hills

CMOs are navigating some of the most treacherous waters since the term “CMO” was invented around 15 years ago.  The role of the CMO is ever-changing, as are the techniques, technologies and methods to cope with change.  No different to professional athletes facing a champion season, everyone needs a guide and/or coach to reach the ultimate destination and drive success.
 
Jeffrey Hayzlett is one of those trusted sources and professionals who has been in the trenches as a leading marketing executive in the C-Suite at a Fortune 100 company.  He is on-hand all day to help us navigate the agenda and assist in crystallizing our ideas from today’s CMO Collective program.
 
Jeffrey is fresh from his launch of the new bestselling, Running the Gauntlet:  Essential Lessons to Lead, Drive Change and Grow Profits.  This is Jeffrey’s second bestseller, behind his critically acclaimed The Mirror Test.

Skechers has a heritage in lifestyle footwear and is one of the largest footwear brands in the US. In 2009, Skechers launched Shape-ups, and with it a new category of footwear. With the introduction of Shape-ups, Skechers became a performance athletic footwear company overnight and enjoyed massive growth in 2010—from $1.4B to $2B in sales.

Armato will share the Skechers story and how it successfully entered the performance business through Shape-ups with the use of celebrity endorsers such as Joe Montana, Wayne Gretsky and Kim Kardashian. Armato will outline various marketing strategies employed; from advertising in the Super Bowl to the social tools they used. He will also address the challenges Skechers faced when business for Shape-ups slowed and describe how Skechers continued to innovate in performance footwear by introducing running products designed with the serious athlete in mind.

Shelly Palmer talks about the business processes currently used for creative services and production, and how they can be scaled to adapt to the ever-increasing size and diversity of consumer digital touch points. From handhelds to game consoles to tablets and beyond – cross platform marketing now requires a marketing platform.

Confronted by the increasing influence of social media, the escalating demands of more empowered customers and the rapid pace of a more digitally-driven world, Chief Marketing Officers—and the teams they lead—are grappling with sweeping market forces that have the power to radically change the way they create and deliver value to their customers. IBM sought the perspectives of CMOs from around the world. IBM conducted more than 1,700 in-depth, face-to-face interviews with CMOs from companies of various sizes, across a wide range of industries and regions. Hear the findings from our 2011 Global Chief Marketing Officer Study and learn how these findings can help you gain a competitive advantage in the new marketing landscape.

Hosted By: IBM

Intel Corporation’s Futurist Brian David Johnson will talk about the process used to look into the future to develop a pragmatic and actionable vision for computing. Johnson will discuss various approaches to “Future Casting” and how his group is working to not only develop technologies but also establish a deep understanding of what consumers will want and how they will live in the future. What does 2021 look like when computing is not just for computers anymore? If the future is in your hands…what will you do with it?

With so much change happening in digital, how do you structure your teams and partners to stay proactive, nimble and successful? What are the battles you need to fight to win the war and where do you concede? Where are the gaps? Bloomberg will interview Chris Curtin, VP of Digital Strategy, Global Marketing at Hewlett-Packard on marketing department structure, evolution of agency models, education mandates, and breaking down barriers with the CFO and CTO.

Hosted By: Bloomberg

For years, retailers and brands have learned to leverage their owned media assets to generate advertising revenue; e.g. in-store TV ads, signage, circulars, etc.  Today, there is a new asset that retailers and brands are increasingly finding ways to convert into profit-making media channels: visitors to their website.  Major companies such as Coke, CVS and P&G all support paid display advertising on their website.  And in 2011, large online retailers such as Amazon, Best Buy and Walmart all made major investments to further monetize their website traffic via “offsite” ad opportunities.  These initiatives are changing the face of display advertising and co-operative marketing online.
 
In this presentation, we will discuss how the barriers to entry for all retailers and manufacturers to follow suit are disappearing, and how companies of all sizes are converting their digital assets into new marketing opportunities and revenue streams using today’s technology and resources.

Hosted By: OwnerIQ

The marketing professional’s role is increasingly complex.  We have to be ahead of or invent new ways to engage our customer base; there is an explosion of platforms/channels to communicate our message, and we need to do so in the most effective and efficient way possible.  Economic and business pressures are also limiting our ability to hire new talent, often even when team members leave.  What can we do to invest in our current teams to evolve their skills and mindset so they can continue to be the most effective marketers possible?

This discussion group will explore what participants are doing and what seems to be working.

Much has changed since the Facebook Era first began. Today, companies not yet operating their business socially lose influence, credibility, and customers’ dollars every single day. With statistics touting 800 million users on Facebook and 131 million on LinkedIn, there’s really only one kind of place to engage with customers online: on social networks. That said, if 2011 was the year of social media, where we saw a billion consumers sharing a deluge of content online, then 2012 is the year of social business. Social business, however, means much more than just having a presence on Facebook and the other networks. It means building influence as a leader in your space, be it insurance, retail, or some other market. It means bolstering your brand with a respected name and image that customers will feel comfortable trusting. And, perhaps most important of all, it means hard ROI: social marketing dollars transforming into sales.

Hosted By: Hearsay Social

Transforming a brand requires radical changes in how you think, behave and communicate.  But change can be scary for a brand, especially for one that is well established and has a lot to lose.   Xbox was one of those brands.  But in the ever-changing world of entertainment and technology, brands that stay still quickly become irrelevant.  Three years ago, Xbox made a bold bet that would forever change the face of the brand.  Join Robert Matthews as he shares insights from the launch of Kinect, and discover how a simple idea transformed one of the biggest brands in interactive entertainment.