Agenda

03/10/2015 Tuesday

• 10:00am-05:00pm

• Pre-Conference Sessions (For MarcomCentral customers only)

  Full Pre-Conference Schedule

  10:00am-10:30am – Welcome Coffee Reception
  10:30am-12:30pm – Introductions, 2014 Enhancements, Use Cases Highlighted
  12:30pm-01:30pm – Lunch
  01:30pm-03:00pm – Client Case Studies
  03:00pm-03:30pm – Break
  03:30pm-05:00pm – 2015 Road Map

• 05:30pm-7:00pm

• Welcome Reception
  (All Summit attendees welcome)

03/11/2015 Wednesday

• 08:00am-09:00am

• Breakfast

• 09:00am-09:15am

• 

• Welcome Message

  Coleman Kane; CEO, MarcomCentral

  Coleman spearheads MarcomCentral’s mission of providing best of breed cross-media marketing communications for the enterprise, graphic arts and printing communities. Before taking the helm at MarcomCentral, Coleman served as President and CEO of Games2Learn, President of MTA Schools, and Director of International Marketing for Jenny Craig, Inc. He also acted as Vice President of Sylvan Learning Centers where he directed the marketing, advertising and public relations programs for over 500 franchises.

• 09:15am-10:00am

• 

• Keynote Session: Designing a Company for the 21st Century

  Presenter: Mike Walsh, Futurist

  The companies that thrive in the near future will be the ones that not only embrace change but are the first to break the rules. If you could start with a clean sheet of paper, how would you design your company? Should your youngest staff member be making coffee or running your R&D team? Is Big Data something for your IT department to worry about, or a weapon to be wielded by your management team? Do you ban social networks or use them to collaborate more effectively?

  Mike will cover a range of thought provoking issues including:

  – How your future customers will think, talk and transact.
  – Lessons on disruptive innovation from fast growing, emerging markets.
  – How to leverage enterprise social networks to solve real business problems.
  – Why the multicultural web of tomorrow will be different from the one we use today.
  – Identifying the critical data pivots in your business, the real-time numbers no leader can afford to ignore.

  Mike Walsh Biography

  Mike Walsh is the CEO of Tomorrow, a global consultancy on designing business for the 21st century. He advises leaders on how to thrive in this era of disruptive technological change. Mike’s clients include many of the global Fortune 500, and as a sought-after keynote speaker he regularly shares the stage with world leaders and business icons alike. Mike previously founded Jupiter Research in Australia, and has also held senior strategy roles at News Corporation in the Asia Pacific Region. He is currently a board member and strategic investor in the North Alliance, Scandinavia’s leading digital marketing group. Mike’s best-selling book FUTURETAINMENT, published by Phaidon was the winner of the design award by the Art Director’s Club in New York.

  Rather than focusing on the distant future, Mike takes an anthropological approach – scanning the near horizon for emerging technologies and disruptive shifts in human behavior, and then translating these into pragmatic plans for business transformation. A prolific writer and commentator, Mike’s views have appeared in a wide range of international publications including BusinessWeek, Forbes and the Wall Street Journal.

  Mike has been a pioneer in the digital space since the 1990s, running both successful start-up ventures as well as holding senior leadership positions in established media organizations. With a background in corporate law and management consulting, he began his career at XT3, a spin out from McKinsey and one of the first digital consulting firms created to help major companies embrace the embryonic Web. During the first dotcom boom, Mike launched the technology publishing group internet.com in Australia, which went on to become the leading local technology news and events platform in the country.

  Mike’s personal manifesto: “Everything is changing. How we live, how we work and how we play. But to understand the future you need to focus on anthropology (the study of human beings) not technology. After all, as interesting as it is when things change, the real magic happens when people do.”

• 10:00am-10:45am

• 

• Session: Marketing Operations: Past, Present, and Future

  Presenter: Ian Michiels; Principal Analyst & CEO, Gleanster Research

  The Discipline of marketing operations has been a foundational differentiator for world-class companies for decades.  Today marketing operations roles make up an estimated 4-6% of marketing staff. But marketing operations isn’t merely a check-box fire for organizations.  It’s a transformational change in the way businesses enable efficient and effective marketing.  But what does marketing operations really mean today, and in the future?

  Sometimes it makes sense to take stock in where we have been to navigate where we are going.  Gleanster Research Principal Analyst and CEO Ian Michiels will share over a decade of experience as an analyst covering marketing operations best practices and a marketing operations consultant for globally known brands such as Nike, Sears Holdings, T. Rowe Price, Franklin Templeton, Caesars Entertainment, and hundreds of startups.

  Ian Michiels Biography

  Ian Michiels is the Principal & CEO at Gleanster Research. Michiels is a recognized thought leader and accomplished speaker with a wide body of thought leadership on Sales and Marketing technology adoption, demand generation, marketing operations, and the customer experience. Michiels is a frequent speaker at industry events and has been published and quoted extensively in top-tier media. He has worked as an advisor to executives at globally known brands like Nike, Sears, Wells Fargo, T.Rowe Price, Caesars International, and hundreds of up-and-coming start-ups.

• 10:45am-11:15am

• Break

• 11:15am-12:00pm

• 

• Session: 4 Pillars to Modern Marketing

  Presenter: Nicolas Draca; Head of Global Marketing Operations, Linkedin

  Marketers dream of developing a one-to-one relationship with their suspects, prospects, and customers to execute on right person, right offer, right channel, right time, by leveraging data and technology that keeps the buyer front and center. LinkedIn’s Nicolas Draca will address the four pillars to reaching this dream—talent, lifecycle, operations, and insights – and illustrate how like LinkedIn, companies can integrate today’s marketing tools into their own revenue-driven framework.

  Nicolas will focus on talent development and will share how he grew the Marketing Operations team at Linkedin from 3 people to 50 globally, and will explain why and how he has built an intelligent staffing infrastructure that divides his team into operational pods (a data team, an analytics team, an operations team) that work together effectively to achieve success.

  Nicolas Draca Biography

  Nicolas Draca has more than 15 years of experience in Sales and in Marketing. Nicolas is Head of Global Marketing Operations at Linkedin, the world’s largest professional network. His key responsibilities revolve around the design and the management of Linkedin’s Marketing Cloud — including web operations, marketing operations and our demand centers in California, Ireland, India and Singapore  — to support the company’s revenue goals across four lines of business (Consumer, Talent Solutions, Marketing Solutions and Sales Solutions). Prior to Linkedin, he spent 4 years at Infoblox and  implemented a data-driven, best practices marketing automation strategy to improve marketing impact on revenue. He joined Infoblox from Ipanto, where, as co-founder and CEO, he led the team to become an innovator in IP Address Management for Microsoft environments. Ipanto was purchased by Infoblox in 2007. Nicolas holds a masters in business from ICN Business School, Metz University in France.

• 12:00pm-01:30pm

• Lunch

• 01:30pm-2:15pm

• Breakout Sessions:

  Demandbase Client Case Study

  Bridging the Great Divide: Sales and Marketing Alignment

  Most marketers have accepted that the sales team will never be satisfied with their efforts. But as more and more of the buying process moves online, up to 75% of the sales cycle now takes place before the hand raise. This means that the alignment of sales & marketing is more critical than ever before, and if they can’t collaborate together, neither team will hit their goals. In this presentation, Nani Jansen and Gabe Rogol will discuss how account-based marketing is breaking down barriers and uniting both teams under one strategy.

  Nani Jansen

  As Senior Manager of Marketing Operations at Demandbase, Nani Jansen is responsible for the measurement and optimization of strategies and processes, including Demandbase’s own approach to Account Based Marketing. She brings four years of experience in Marketing and Sales Operations, primarily in the tech industry. Nani hails from Silicon Valley, and graduated from the University of Pennsylvania with a degree in Environmental Studies.

  Gabe Rogol

  Gabe Rogol is a sales leader with a passion for scaling advertising revenues and delivering successful programs to customers. He has 15 years of experience leading successful sales teams across digital, print, event, and content marketing. As VP of Sales, Gabe is responsible for revenue growth for Demandbase.

  Gabe started his career at CMP Media, where he won multiple national sales awards. He has held several advertising sales leadership positions, most recently as VP of Sales & Marketing at IDG Consumer & SMB where he managed the sales and marketing strategy for the re-launch of PCWorld and Macworld. He holds a BA in Comparative Literature from Brown University.
  

  Allocadia Client Case Study:

  How Juniper Networks Brought Clarity and Alignment to Their Marketing Investments

  Not many marketers at Juniper Networks were surprised when an internal survey confirmed that their most common frustration was the budget management process.

  Alyssa Weber, Director of GTM Operations at Juniper Networks, was given 30 days to find a solution to reduce those frustrations and give marketing leaders much-needed visibility into their spend. The results? Budget spreadsheets were eliminated, the team gained real-time ops and finance insights, and marketing spend fell within 1% of targets for each of the last 11 quarters.

  Join Alyssa and Allocadia CMO James Thomas, to hear how Allocadia became the cornerstone of a marketing ops transformation at this networking giant.

  Lattice Engines Case Study

  Close Deals Faster With Predictive Scoring

  You may have heard about predictive scoring but aren’t sure if it’s right for your company. Joanna Kwong will help you decide by explaining why they added it to their marketing mix at FireEye. You’ll hear how to select a vendor, how to roll it out to your company (and avoid some ‘gotchas’), and, most importantly, how to measure its success. Join this session if you’re ready to improve the conversion rates of your leads and move them through the buying cycle more quickly.

  Speaker: Joanna Kwong, Marketing Automation Manager, FireEye
  As the Marketing Automation Manager at FireEye, Joanna owns the marketing automation platform, roadmap, and strategy. Ever excited to talk about marketing technology, she is a Marketo Champion and Certified Expert. Over the past 3 years at FireEye, as the company has grown from 100 to 2500+ employees and experienced a successful IPO, she has helped transform FireEye’s marketing automation strategy.

• 2:15pm-3:00pm

• 

• Session: Metrics & Analytics Workshop: How to Harness the Power of Data to Build Marketing Credibility

  Presenter: Jon Miller; Vice President of Marketing and Co-Founder, Marketo

  Marketing can no longer get away with being seen as an “arts and crafts” function.  Marketers must talk the talk in terms of forecasting and reporting, and walk the walk to the revenue table by leveraging the “metrics that matter”.

  But that is easier said than done.  Join this practical workshop with Jon Miller, VP and co-founder of Marketo, as he provides detailed instructions and sample reports for understanding and interpreting marketing results, as well as best practices for harnessing data to prove, and improve, marketing ROI.

  You’ll discover:

  • Examples of how the wrong metrics hurt marketing credibility
  • Practical metrics you can use to communicate marketing’s impact using the “language of business”
  • Benchmarks and examples from Marketo’s own metrics and reports
  Jon Miller Biography

  Jon leads Marketo’s product marketing, strategy, and content marketing initiatives. He is a speaker and writer about marketing best practices, and is the author of multiple Definitive Guides including Marketing Automation, Engaging Email Marketing, and Marketing Metrics & Analytics. Jon has a passion for helping marketers everywhere, and is on the Board of Scripted and is an advisor to Optimizely and Newscred. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

• 03:00pm-3:30pm

• Break

• 03:30pm-4:30pm

• 

• Session: Personas in Action: Client Vignettes 

  Presenter: Rachel Young; Research Director, SiriusDecisions

  Today, more b-to-b organizations are adopting personas as a way to drive customer-centricity in their go-to-market approaches.  Persona-based marketing is necessary to create the content required to fuel impactful inbound marketing. In this presentation, Rachel Young will present how persona insight enables audience-centric marketing using case studies from clients that are leveraging our persona methodology.

  Rachel Young Biography

  Rachel is a senior marketing executive with more than 20 years of experience in product and solution marketing, demand generation, sales enablement and communications. As a member of the SiriusDecisions portfolio marketing team, Rachel delivers research and advice to help product marketers and managers succeed.

  Prior to joining SiriusDecisions, Rachel held several marketing leadership roles at technology companies ranging from startup to enterprise. Her long career at Hitachi Data Systems, a leading provider of data storage solutions, included a series of roles culminating in her promotion to vice president of global marketing responsible for product and solution marketing, branding, media and analyst relations, and communications. At Cadence Design Systems, a semiconductor software company, Rachel was vice president of corporate marketing in charge of branding, marketing communications and public relations. Most recently, she led marketing for a division of Mitchell International, a supplier of insurance software, where she was responsible for product marketing, demand generation and sales enablement.

  In these marketing leadership positions, Rachel played a key role in growing revenue and brand value by executing on her strengths of go-to-market strategy, positioning, messaging and content development, process improvement, and sales and marketing integration.

  Rachel earned an MBA in entrepreneurial studies and a BS in marketing from the University of Southern California.this presentation, she will share best practices for persona-based messaging, campaigns and advocacy.

• 05:30pm-8:30pm

• Cocktail Party

03/12/2015 Thursday

• 08:00am-09:00am

• Breakfast

• 09:00am-9:45am

• 

• SESSION: Consolidation in Marketing Technology, the Growth of Data and Its Impact on Marketing Operations 

  Presenter: Bruce Biegel; Senior Managing Director, Winterberry Group

  This session emphasizes the evolving role of data, marketing technology and the impact of merger and acquisition activity on marketers and marketing operations.  Bruce will trace the evolution of marketing technology over the last 20 years and how the emphasis on data and the arrival of new marketing operations technologies has affected and influenced acquisition. Bruce will explain why these acquisitions are occurring, how larger companies are buying technology companies to complete their product offering, and what they are trying to bring to the table for today’s marketer. Bruce will also explain what he has seen in the marketplace, and what marketers can expect to see in the future.

  Bruce Biegel Biography

  As Winterberry Group’s senior managing director, Bruce Biegel leads the firm’s consulting practice and establishes its strategic and operational agenda. A seasoned executive with more than 25 years of hands-on experience in building businesses from the ground up, his diverse responsibilities have included strategic and business planning, financing, global multichannel marketing, technology development and support, legal coordination and financial management.

  At Winterberry Group, Mr. Biegel has led more than 120 engagements over the past eight years, serving a wide range of marketers, agencies, direct and digital marketing service providers and many of the private equity firms who invest in the sector. Among others, these include assignments for Acxiom Corporation, arvato Services (the global marketing services division of Bertelsmann AG), eCircle, Capital One Financial Corp.,  Hewlett-Packard Co., Court Square Capital Partners, KRG Capital and KKR.

  A DMCNY Silver Apple award winner, he currently serves as a member of the Direct Marketing Association’s board of directors and executive committee, on the DMA’s Marketing Technology Council and as co-chairman of the annual Innovation Awards.  Mr. Biegel is a frequent, in-demand speaker at major marketing industry conferences and symposia; recent speaking engagements include those of the Direct Marketing Club of New York, DMA (including its Annual, Catalog, DM Days and Leaders conferences), the Institute of Direct Marketing (IDM) and The 4As—as well as events tailored to the direct mail, print production and digital media segments of the industry.

  In addition to his role at Winterberry Group, Mr. Biegel serves as a senior advisor to its affiliated investment bank, Petsky Prunier LLC. He also serves on the board of directors of V12 Group Inc.

  Prior to joining Winterberry Group in 2002, Mr. Biegel served as a director and CFO of IMXI, owner of ThinkDirectMarketing, where he was president, chief operating officer and co-founder. Earlier, Mr. Biegel served as a consultant to leading Web services integrator iXL Holdings as part of its iXL Ventures group. From the late 1980s through mid 1990s he served as director and executive vice president, sales and marketing, at VideoFax Systems, a marketing technology company he co-founded that focused on place-based media. He began his career at Kidder Peabody as manager of international telecommunications.

  Mr. Biegel received a B.A. in history and international relations from the University of Pennsylvania with corresponding coursework at the Wharton School in management and marketing.

• 09:45am-10:30am

• Breakout Sessions:

  MarcomCentral Client Case Study with Whirlpool:

  How Whirlpool is Driving Brand Control while Allowing Greater Localized Customization to Their Marketing Assets with MarcomCentral

  Teradata Case Study
  

  Transforming Brand Engagement with Teradata Marketing Applications

  Learn how key customers of Teradata Marketing Applications transform the way they engage with their customers and prospects across the marketing lifecycle.

  Speaker: David Panek, VP Product Marketing, Teradata Marketing Applications, David.Panek@Teradata.com
  David is VP, Product Marketing for Teradata Marketing Applications where he leads all go-to-market and strategy efforts. Across his 23 years of experience, he has held leadership roles in marketing, product management, and consulting at IBM, Oracle, SPSS, and Epiphany (now Infor). His domain expertise includes real-time marketing, marketing operations, campaign management, and digital marketing. David holds an MBA from Loyola University Chicago.

  Oracle Marketing Cloud Case Study
  Vendor/Client Case Study

• 10:30am-11:00am

• Break

• 11:00am-11:45am

• 

• Session: Puzzle Piece Your Marketing Data Into Big Picture Glory

  Presenter: Carl Tsukahara, CMO, Birst

  Carl Tsukahara is Chief Marketing Officer at Birst and is responsible for all global marketing strategy and execution.

  Carl Tsukahara Biography

  A 25+ year veteran of Silicon Valley, Carl Tsukahara was most recently Executive Vice President of Marketing and Products for Evolv, a category leader in delivering predictive analytics for customer service, sales and human capital performance. At Evolv, Carl drove explosive market awareness and product innovation, leading to an acquisition of Evolv by Cornerstone On Demand. Previously, Carl was Global CMO for Monitise PLC (MONI:LSE), a global leader in mobile payments and mobile banking, headquartered in London. He also has held executive management roles at other high growth entities as head of marketing for the Oracle database operation and VP of marketing for Vitria Technology, which eventually led to a multi-billion dollar public offering. As a strategy and marketing consultant, Carl also worked with companies such as Workday, Microsoft, Riverbed Technology, Taleo, D&B, Hyperion and VMware.

  Carl also has held operational roles in field sales, corporate strategy and engineering. He holds a degree in Electrical Engineering and Computer Science from the University of California, Berkeley.

• 11:45am-12:30pm

• 

• Session: The SAP Case Study 

  Presenter: Nancy Fessatidis; Head of Big Data Analytics, SAP

  Nancy Fessatidis Biography

  As Vice President of Marketing Operations, Nancy is responsible for driving SAP’s marketing effectiveness and efficiency by supplying world-class insight-driven capabilities, scalable operational processes, metrics, insights, tools and execution services worldwide.   With more than 25 years of hands-on experience in data-driven marketing, Nancy is a recognized leader with demonstrated results in transforming businesses through analytics, process optimization, automation, strategic outsourcing and organizational change management.

  Before SAP, Nancy held leadership positions at start-ups to Fortune 500 companies including American Express and Wunderman Cato Johnson where she had built teams and capabilities from the ground up.

  Nancy holds a Master’s degree in Operations Research from Columbia University as well as a Bachelor’s degree in Applied Mathematics from Queens College.  She also serves on the Executive Advisory Board of MOCCA, Marketing Operations Cross Company Alliance.

• 12:30pm-02:00pm

• Lunch

• 02:00pm

• Golf Tournament (hosted by MarcomCentral)

  Tee off with us on the historic Champions Golf Course at the Omni La Costa Resort and Spa for a friendly competition and a chance to win great prizes for longest drive and closest to the pin.