41st CMAG Meeting at Intuit in San Diego_ California by yaofenjin


									41st CMAG Meeting at Intuit in San Diego, California
MI: Making an Impact
Thursday, August 21, 2008

8:00 – 8:45     Check-in and breakfast

8:45 – 9:00     Intuit welcoming remarks
                Dan Maurer, Senior Vice President of Marketing and CMO

9:00 – 10:00    Maximizing Consulting Engagement Value and Becoming a Trusted Advisor:
                Perspectives on Best Practices

                Peter Frend, Partner
                Oliver Wyman

                Introduction: Dave Robertson, IBM

                Increasingly, corporate functional teams are being challenged to deliver
                vastly greater “business value” to their enterprises. As a result, many have
                adopted leaner structures, are striving to be more consultative in their
                approach, and are focused on building internal “client relationships” and
                impacting the bottom line. As a Partner in Oliver Wyman‟s Communications,
                Media, and Technology practice, Peter will share his perspectives on the
                leading-edge practices, approaches and tools, delivered either by internal or
                external consultants, that maximize client value, raise the level of the
                relationship, and contribute to being sought out as a „trusted advisor‟.

10:00 – 10:15   Break

10:15 – 11:15   Enterprise Technology Marketing: Getting to the Next Level

                John Neeson, Managing Director and Co-Founder

                Introduction: Jimmy Gonzales, HP

                The marketing approaches used by technology companies are rapidly
                changing - these companies face an imperative to gain greater alignment
                between sales and marketing, but at the same time the goals and
                measurement metrics used by these two groups are changing; their
                organizational models are evolving; and they are leveraging new processes
                and technologies to work effectively together. Understanding today‟s best
                practices in the areas of marketing, resourcing strategies and organizational
                dynamics will help you benchmark your company‟s current position and
                leverage the learning of others. During this session, John will address the
                following questions:
CMAG 41 at Intuit in San Diego                                          August 21-22, 2008

                       What does true sales and marketing alignment look like?
                       How is Market Intelligence effectively aligning with sales?
                       What is a “sales readiness” and how can marketing support the concept?
                       How are high growth companies measuring marketing?
                       What are the best practices for marketing mix?

11:15 – 11:30   Break

11:30 – 12:00   Member Introductions

12:00 – 1:00    Lunch

1:00 – 1:30     CMAG Business – Brainstorming on theme for the next meeting
                Jeff Young, IPR

1:30 – 2:15     Insights are Only Half the Battle: The Importance of Compelling

                CMAG War Story by Nathan Nuttall, Director of Business Strategy, AMD

                Nathan will discuss how market insights were rejected due to inadequate
                graphics or communications methods and then how they were subsequently
                improved to be ultimately successful.

2:15 – 3:15     Measuring Mind and Muscle: How Combining Survey Data and
                Behavioral Data Produces a Better Measure of ROI

                Rex Briggs, Founder and CEO
                Marketing Evolution

                Introduction: Sue West, Intuit

                Why is it that some companies have plenty of metrics and yet the
                organization seems slow to act? Why is it that marketing analysis is
                generally performed as a “post mortem” when it is too late to course correct
                the campaign rather than delivering insights during the campaign, when there
                is time to act on the data? Why is it that research typically delivers a smog of
                data, rather than the one, two or three key facts that are at the core of the
                decision at hand? Why is it that some companies have generated a static
                scorecard that doesn‟t change, even when the corporate strategy is revisited
                annually (or more often)?

                When it comes to quantifying the return on investment from marketing, some
                have focused on econometric analysis of sales data (lead generation or other
                behavioral metrics) while others have focused on measuring changes in the
                target audience attitudes through survey data trended over time. During this
                session, Rex will argue that the best approach is to measure both “mind and
                muscle” – and even more critical, to connect that analysis with a process that
                aligns the research to the decisions an organization needs to make. He will
CMAG 41 at Intuit in San Diego                                          August 21-22, 2008

               provide a roadmap for cutting through data smog and aligning the
               organization around a handful of metrics and planning tools to dramatically
               boost the productivity of marketing.

3:15 – 3:30    Break

3:30 – 4:15    The Central Research Question: A Blueprint for Project Success

               CMAG War Story by Steve Heffernan, Director of Market Research
               Innovation, Cardinal Health

               Steve will share his experience in implementing a concept he has developed
               called the Central Research Question (CRQ), which has become a mainstay
               of the project vocabulary at Cardinal Health. The first step in this approach
               for every study involves defining a CRQ and supporting questions at the
               outset. Project teams organize around answering a single CRQ for each
               study, and not straying from it. This avoids the problem of scope expansion,
               in which the very things that made the study necessary are no longer getting
               adequate attention. Implementation of the CRQ approach has yielded a
               number of tangible benefits including (1) faster completion of projects; (2)
               clearer presentation of results to senior management; (3) quicker decision-
               making regarding concept kill or approval at each stage-gate of the
               innovation process; (4) improved vendor performance ("it was clearer what
               you wanted us to do for you, right from the beginning"); and (5) better team
               alignment around project goals.

4:15 – 5:00    CMAG Panel Discussion: Connecting the Dots - Enhanced Impact
               through Integrated Analytics

                  Jack Lamey, Epson
                  Jimmy Gonzales, HP
                  Olga Hewitt, Intuit

               Research results are more durable and meaningful if they reflect perspectives
               gleaned from a variety of different disciplines. During this interactive session,
               CMAG panel members will discuss how their efforts to collaborate with a
               range of subject matter experts and work with a variety of different sources
               have yielded a greater impact than simply reporting trends.

5:30 -         CMAG Reception and Dinner at Pacifica Del Mar
               Hosted by IPR
CMAG 41 at Intuit in San Diego                                          August 21-22, 2008

Friday, August 22, 2008

8:00 – 9:00      Breakfast

9:00 – 10:00    Business, Market and Competitive Reconnaissance: Exploiting Growth
                Opportunities by Anticipating Industry Change
                Arik Johnson, Founder and CEO
                Aurora WDC

                Introduction: Brianne Lovett, SGI

                Driving change is only part of the puzzle – many of us in our jobs must also
                anticipate and respond to it as well. During this session, Arik will outline a
                framework for writing and presenting analytical output called "Angles of
                Attack" that hybridizes predictive decision analysis ("Blue Ocean Strategy")
                with emergent strategy ideas ("Disruptive Innovation Theory") to present a
                more complete and aligned approach for tasking, sensing and interpreting
                change in the marketplace. He will then provide a method for presenting
                findings and recommendations for action.

10:00 – 10:15    Break

10:15 – 10:45   CMAG Business - Decide on theme/location of next meeting, other business
                Jeff Young, IPR

10:45 – 11:45    From Mining to Gem Cutting – Delivering Polished Research Results
                Cindy Shamel, Principal
                Shamel Information Services
                Introduction: Mary Ellen Bercik, Cisco
                During this session, Cindy will make the argument that information
                professionals serve their organizations as gem cutters, and not simply
                miners. First class communication of research findings should involve cleaning
                and polishing the results, then setting them into a useful, enhanced
                format. She will discuss a variety of formats for delivering typical market
                research results using templates, visuals (tables, graphs, charts, presentation
                software), and audibles. Her presentation will include strategies with ideas and
                examples that attendees can implement on their first day back at the office.

11:45 – 12:30    Marketing Mix Analysis: A Comparison of Two Approaches
                CMAG War Story by Bob Warrington, Senior Research Analyst, Intuit
                The only way we can know whether or not MI is making an impact is through
                measurement. During this final session, Bob will share insights gained from
                two recent efforts to measure the impact of multiple marketing channels using
                different methodologies – specifically, what worked for each, and what didn‟t;
                and how to decide which approach is appropriate for a given situation.

12:30 – 1:30     Lunch and Adjourn

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