Rethinking Centricity: Moving Past Products and Focusing on Engagement

Shaun Randall (Rogers Communications), Ben Salmon (Pitney Bowes), and Liz Miller (CMO Council)
Given the heightened expectations from customers for flawless experiences, and the heightened expectations from management to optimize revenues, marketers are being challenged to enhance the overall customer experience by moving away from the traditional product-centric marketing model. Customer-centricity has become the new mantra for marketers looking to leverage the deep insights and intelligence that can be mined from customer data. The challenge is how to shift from looking at campaigns and instead looking at customer dialogs and engagements.

Focusing on the customer and harnessing analytics to fuel initiatives that retain and acquire customers, C-level marketers are earning a place in the board-level bottom line conversation. In addition, true collaboration between sales, marketing and customer service departments can pave the way for a customer experience that truly caters to the customer.

The third in an ongoing dialog, this webinar will explore how data, analytics, segmentation and strategy can come together to create a superior customer experience that generates advocacy and propels brands. The CMO Council has invited speakers who will share how to make marketing, on all levels, customer-centric. Some of the key issues our speakers will focus on include:

- Best ways to gain a holistic view of the customer
- How to measure customers in terms of lifetime value propositions and thereby measure marketing performance
- Bringing sales, marketing and customer service departments together to most effectively predict churn and produce the best (read: most profitable) customer experience
- Customer relationship marketing strategies to reduce burn and minimize churn
Apr 25 2012
62 mins
Rethinking Centricity: Moving Past Products and Focusing on Engagement
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    Mary Anne Hensley, Executive Editor for the CMO Council's PeerSphere magazine, CMO Council

    Linda Ban, Global C-Suite Studies Director, IBM

    Sean Kapoor, Vice President, Global Marketing,Harman International
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    A new mindset is needed as CMOs become more seasoned marketing technologists. These new mandates will require a more rigorous and strategic approach to technology investment and application.

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    From how to maximize your technology investments to achieving the “holy grail” of marketing, this webcast will look to uncover best practices from leading marketing technologists and experts.

    Speakers:
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    • Sheryl Pattek, Vice President, Principal Analyst Serving CMOs, Forrester Research
    • Tracy Hansen, CMO, Tealium
  • Mastering Adaptive Customer Engagements Recorded: Jul 17 2014 69 mins
    Ariel Kelman, Amazon; Ingrid Lindberg, Prime Therapeutics; Bernard Chung, SAP; Liz Miller, CMO Council
    Join the CMO Council as we explore how today’s marketing leaders are driving business performance across the customer-centric enterprise. During the one-hour session, we will focus on how the customer experience impacts business performance, profitability, competitive differentiation, loyalty, advocacy and affinity.

    Liz Miller, SVP of Marketing at the CMO Council, will share advance findings from the soon-to-be announced study—titled “Mastering Adaptive Customer Engagements”—which surveyed more than 300 senior-level marketers to explore the journey toward a more connected and engaged customer experience model. She will delve into the core mandates and business objectives that modern marketers must manage in relation to the advancement of the business and how those relate to and impact customer experience management. You will also hear how best practices from leading-edge brands from around the world have helped mold new marketing strategies.

    Speakers:

    •Ariel Kelman, Vice President Worldwide Marketing, Amazon
    •Ingrid Lindberg, Chief Experience Officer, Prime Therapeutics
    •Bernard Chung, Senior Director of Global Solution Marketing–LOB, SAP
    •Liz Miller, Senior Vice President of Marketing, CMO Council

    Everyone who joins this webcast will also receive a complimentary copy of the executive summary of the final report once available.
  • The New CMO To-Do List Recorded: Jun 5 2014 74 mins
    Liz Miller (CMO Council), Veena Pureswaran (IBM), Elizabeth Halaki (Canon), Alina Urdaneta (Siemens Healthcare)
    In today’s business landscape, the role of the CMO is in constant flux, ever evolving as the keeper of the brand, the architect of the customer experience and the visionary behind business growth and opportunity. This is a tall order, and it requires a new set of priorities. So what is on the to-do list for today’s digital CMO? How will this list of priorities impact how the rest of the C-suite is advancing the business agenda?

    Join the CMO Council, together with IBM, as we explore these new priorities and the required to-do list for the senior-level marketer. This one-hour webcast will focus on these changing priorities and how industry leaders are shaping their own strategies, teams and businesses for future success. From achieving a deeper understanding of the customer to building new partnerships and alliances across the C-suite, our speakers will share their own views on the evolving requirements and new emerging challenges they are facing in this age of digital, social and mobile engagement. Everyone who joins this webcast will also receive a copy of the Institute for Business Value’s latest findings: “Insight from the Global Chief Marketing Officer C-Suite Study.”
A Global Channel of Insight, Access and Influence
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 7,500 plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.

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  • Title: Rethinking Centricity: Moving Past Products and Focusing on Engagement
  • Live at: Apr 25 2012 6:00 pm
  • Presented by: Shaun Randall (Rogers Communications), Ben Salmon (Pitney Bowes), and Liz Miller (CMO Council)
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