CMO/CEO/CFO and internal stakeholder alignment
Advice for future aspiring CEOs and how we get more CMO and CCO leaders onto boards
How customer centric culture-led organisations make the CMO owner of customer, marketing, sales
How to nurture a global high-performance environment sustained over long periods of time, managing change, resilience and burn-out
“The P&L CMO” – Driving business revenue with sustainable profits through P&L ownership
How do we ensure the CMO function retains a firm seat at the leadership table
How to be the CEO’s most valuable strategic partner
Advise for managing friction, “troublemakers”, toxic team cultures and have difficult conversations
How you build trust and influence globally in large, complex, matrix organisations
The importance of mentors and coaches

Building advocates and the art of internal stakeholder management
How to establish credibility with the CFO by speaking their language and understanding their priorities
Agreeing on metrics and reporting that matter to the CFO, CEO and Board
The role of CMO leadership and marketing as a business leadership function
The art of budgeting – from allocation to attribution: making transformational marketing investments
How do you build your “Board, CEO and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time, especially for those constantly asked “to do more with less””
Best practice for budget negotiations with your CFO
How to best structure teams around commercial goals – a financial acumen 101 for marketers

Brand positioning, strategy, and creativity
The balance between brand and performance and revenue investments (and the budget allocation split) – Is there a magic number for brand investment – allocating at least 51% (or even 30%) of marketing budget to top-of-funnel activities would seem out of scope for most B2B marketers
Brand is not something other than performance, it’s an additional element to further increase performance metrics like effectiveness and efficiency
How do you build your “Board, CEO and CFO friendly” brand strategy – ensuring they understand how brand investments create growth over time, especially for those constantly asked “to do more with less”” and faced with pressure to reach quarterly pipeline targets
How great brands are established through culture and why delivering on your brand purpose starts (and ends) with your employees

The art of influencing key customer and prospect decision-makers
The holy grail for any enterprise marketer is to build strong relationships with key C-Suite execs at high-value accounts.
Picking an approach that works at a time when the C-Suite are being bombarded with offers from multiple vendors
Aligning your strategy with your values (and that of your clients!)
Demonstrating and providing value for the executives outside of product benefits
Mistakes to avoid when executing C-Suite engagement strategies
Matching events and activations to prospect maturity – ToFu, MoFu and BoFu
Memorable moments and eternally grateful attendees – adding jolts to your journey map
Where does C-Suite engagement intersect with an ABM program?
Account value? Sales cycle? The metrics that matter for large deals
Time horizons for delivering meaningful success

There are now over 1000 of AI marketing tools and its application to marketing has been discussed intently for the last couple of years.
But how many of us have adopted other tools apart from ChatGPT?
How many can confidently say their teams are keeping up with the skills and education needed to embrace AI tools?
How many of us have an AI technology adoption roadmap in place for their marketing teams?
How AI tools can help you, as a B2B marketer become more productive, efficient and creative and where B2B marketers are on the adoption curve
What AI tools and technologies and applications are marketing teams adopting today?
What does an AI adoption strategy and roadmap look like?
How are marketing leaders building AI-enabled marketing teams?
How do you explain to the CEO what impact and implications AI has on marketing
Guidance and considerations around AI tools and governance, 3rd party liability and the protection of brand integrity
What are the key technologies best-in-class brands are embedding it to dial up their marketing productivity, creativity, and performance

From Leads to Buying Groups – By shifting focus from leads to targeting entire accounts and understanding buying committees, how to realign your marketing and sales efforts to capitalize on account-based opportunities
Buying committee roles, dynamics, and preferences by stages of their decision journey
The importance of aligning marketing and sales teams to create a unified front, essential for penetrating top-tier accounts
Are we mistaking correlation for causation when it comes to content consumption, intent data, and buying intent?
Is lead scoring an art or a science, and how reliable is it in predicting buyer behaviour?
Do buyers even follow the traditional marketing funnel anymore?
How do you get the 1-to-1 engagement deeper and wider?
How do you get better C-level engagement with Enterprise customers?
Change management in an ABM world

Understand marketing’s role in building customer-centric cultures that consistently predict enhanced, sustainable business results

The CMO’s role in building CX capability, structure and culture: how to influence departments and generating impact without direct authority

Customer Centricity – alignment between customer value and commercial outcomes – does your board truly understand the customer connection?

The role of data and tech to support CX strategies and a 360 degree view of the customer

A case study in leading B2B CX transformation

 “Marketers stand for growth, or they stand for nothing” – Thomas Barta

How to build a growth function, translating strategy into a growth plan, identifying and capture revenue opportunities by expanding product offerings, building commercial partnerships and stimulate size and share of wallet of existing customers.

How to create a new strategic business model for developing new growth opportunities and strategies that enable marketers to be the engine room for growth within their business

How you lead and inspire the entire organisation to a growth mindset culture

Growth marketers will be discussing their involvement in identifying growth segments and opportunities and how to gain greater accountability for, and embracing growth as our North Star

Transforming APAC demand generation into a Centre of Excellence (CoE) model for pipeline acceleration and growth

Awareness and acquisition of new logos, increasing customer engagement and share of wallet from existing customers

Team structure, KPIs, processes, competencies, segments and channels part of the Asia Pacific Regional Demand Centre (RDC)

Balance sales’ and the businesses focus on short term (monthly and quarterly) targets with building long term thought-leadership and brand recognition with focus on lifetime customer value

The importance of total alignment between the demand and renewals teams

How regional marketers can be empowered to break new ground and spearhead global programs

Marketing as a business leadership function, and how to get there

Why marketing (wherever it fits in the global structure), is the rightful leader and creator of GTM strategy, and how you and your teams can fulfil that role to deliver sustainable business growth.

The three critical factors marketers need to earn the role as GTM leader

Principles of effective GTM planning with constrained teams and budgets

Frameworks for aligning the business around your GTM plan

How to deliver to growth targets without increases in budgets and head count

Long-term actionable strategy vs  frenetic cycle of quarterly targets and tactical tasks, – getting  you out of the hamster wheel.

Learn how to build high performing digital strategy and teams internally, responsible for delivering business results through capability building and growth marketing principles.
We’ll be discussing the benefits of going from agency model to full inhouse digital team, team structure and roles, the full-funnel digital strategy and roadmap, channel selection and performance.

During this session we’ll also be discussing how to look at your Paid Media strategy across Search, Social, Programmatic and Content Syndication and how it can align to your entire sales and marketing funnel.

You’ll also learn how to combat digital fatigue and drive scale and accelerate pipeline and revenue by having an always-on digital demand gen engine.

Learn how to map content to the end-to-end buyer journey and how to optimise messaging for omnichannel strategy, how to use content to progress conversations during long selling cycles and customer journeys and the best distribution strategies for content amplification.

We’ll be sharing ABM case studies focused on supporting ABM programs and keeping up with their content demands. The importance of storytelling when tapping into unique buyer committee pain points, predictive content marketing analytics for forecasting your B2B content calendar, the methodologies, measurement models and data used to prove the effectiveness of content efforts and how it drives business and revenue

How to identify an “empty” content niche by analysing existing local content players, and how to own bespoke and industry-respected research reports

The best distribution strategies for content amplification

Leading transformation & change programs across global teams – from Melbourne

How you sustain momentum during long transformation projects and  inspire and nurture teams in complex, high-pressure and issues-rich environments

How do you lead and get buy-in for re-organisations, change and transformations

How to nurture a global high-performance environment sustained over long periods of time, managing change, resilience and burn-out

How to get started on a transformation strategy and roadmap
How to influence people and generate impact without direct authority

A case study in leading B2B CX transformation