CONFERENCE DAY ONE
Wednesday 15 November 2023
DAY ONE: Wednesday 15 November 2023
08.20
REGISTRATION & BARISTA COFFEE
Emma Roborgh
Founder & CEO
B2B Marketing Leaders Forum
Kristy Kelly
Managing Director
B2B Marketing Leaders Forum
Andrew Everingham
Event MC
Founder & CEO
CAPITAL-e
LEADERSHIP
09:10
Lisa Henderson
Managing Director
Aon Affinity
FROM CMO TO CEO
For CMOs to be a recognised driver of revenue and growth, they need to earn the trust of their CEO to deliver on business objectives. Marketing leadership expert Thomas Barta sums it up as “Marketers must stand for growth, or they stand for nothing”
The increasingly larger role of marketing leaders today to take ownership of the customer journey and leading digital transformation provides increased opportunities for future CMOs to move closer to the CEO role.
Lisa, as a former CMO will share her journey to Managing Director and her recommendations for CMOs to get a stronger voice at the leadership table.
- The need for CMOs to understand that most CEOs have a direct obligation to their board to drive a growth agenda
- Finding the right metrics – what does commercial acumen as a CMO look like?
- Putting analytically-centred marketers in strategic roles and making them strategic P&L leaders who “own” brand results and are accountable for total business results
- Advice for presenting to the leadership team; understanding the need to focus on their pain points vs your own day-to-day agenda, the importance of being prepared to defend your data and ensure the data presented are linked to business objectives
- Stakeholder engagement – work your network – how to be present and stay relevant in their world
PLATINUM PARTNER - SPONSORED SESSION
09:35
Stuart Jaffray
Managing Director
Green Hat
BE A BETTER CLIENT (AND GET THE MOST OUT OF YOUR AGENCIES) - THIS IS NOT AN AGENCY PITCH.
Engaging an agency is often the single biggest investment your organisation makes – but we never talk about how to make it work (or why it can sometimes fail).
In a challenging economy with marketing budgets under stress are you getting the most out of your agency village? Or if you are in the process of looking for an agency (come and talk to us 😉), what are the critical elements you need to consider to ensure a successful ROI?
In this session, Stuart Jaffray, MD of Green Hat will offer a view on how to make a cohesive client-agency relationship work in rapidly changing environment: A vision for a new type of relationship.
Using both quantitative and qualitative data (and some real life case studies), Stu will give examples of the great work and great results that comes from great relationships and share the implications of getting it wrong.
Stuart spent 10 years client-side and was GM Marketing at BMW. Prior to becoming Green Hat’s Managing Director, he ran Starcom Melbourne. In 25 years both client and agency-side he has seen the good the bad and the ugly of client-agency relationships.
- How the key elements (ie access to insights and information) organisations provides to agencies can impact success and commercial outcomes
- How to maximise every dollar invested with an agency
- The ‘red flags’ to look out for when considering an agency partner
- The questions to ask when working to build and sustain trust with your agency
Session sponsored by:
HOW TO BUILD A GROWTH FUNCTION
10:05
Trent Innes
Chief Growth Officer (Former MD, Xero)
SiteMinder
Cambell Holt
Head of Growth
SEEK
LEADING GROWTH
During this session we’ll hear from two growth leaders at Australian headquartered companies.
SITEMINDER: ACCELERATING GLOBAL GROWTH AND SCALE AT ONE OF AUSTRALIA’S TECH UNICORNS
After eight years of successfully growing and scaling Xero as Managing Director, Trent joined SiteMinder in February as Chief Growth Officer. An Australian-headquartered hotel tech leader with 39k customers across 150 countries, Trent is again accelerating the growth of a global company carving a new category for the accommodation industry.
Trent will share how he’s forging an accelerated growth path for SiteMinder through:
- A fully-integrated, wholistic GTM model
- Placing hyper focus on customers and the customer experience to support the company’s predominantly SaaS subscription business model
- Balancing alignment and healthy friction between sales and marketing
SEEK: THE FORMER CMO TASKED WITH BUILDING SEEK’S GROWTH FUNCTION AS PART OF AN AMBITION TO DOUBLE REVENUES BY 2028
With over 20 years in marketing in financial services, twice voted among Australia’s Top20 CMO’s while CMO and Chief Customer Officer at Mercer, Cam joined SEEK 18 months ago to build their new commercial growth function. The KPI; help SEEK grow from $1.2B to $2B by 2028.
As Head of Growth, Cam is accountable for translating strategy into a growth plan, leading the capture of significant revenue opportunities across SEEK’s markets, building commercial partnerships and growing the size and share of wallet of existing customers.
During this fire-side chat Cam will share:
- What is a growth function and what’s its remit
- How to create a new strategic business model for developing new growth opportunities
- How you lead and inspire the entire organisation to a growth mindset culture
- Examples of how they create “breakout” growth and the “how-to-nuts-and-bolts” of the execution
10:40 – 11:10
MORNING COFFEE & NETWORKING BREAK
Deep Dive Workshop Sessions
CHOOSE ONE SESSION
Introducing workshop style sessions:
With a strong focus on practical, “under the hood”, the speakers’ sessions are followed by 40min round-table discussions focused on workshop style round-table discussions
ENTERPRISE CMO
Track hosted by:
CASE STUDY: STRATEGIC INTEGRATED GTM FRAMEWORK
This track for CMOs and leaders in large, enterprise sized organisations will be split in two parts. To kick off, we’ll be sharing a case study for a strategic integrated GTM framework we built for Adobe, and show how critical this has been in aligning teams, resource and activity to deliver business objectives whilst under capacity and budget constraints.
This case study will show how the strategic approach enabled Adobe to increase efficiency, consistency and alignment across six teams and three sub-regions to drive momentum across the full customer journey and touchpoints.
In part two, Suzanne Pelizzari will join us to go deeper into the topic of an integrated strategy, aligning to business outcomes, and leading the business on this important journey. She’ll share her experience from previous roles as Head of Marketing, and how this applies to her current role leading ABM globally.
Across the session, we’ll cover:
• An integrated framework you can apply to your GTM strategy
• How to connect the silos inside and outside marketing
• How to stretch efforts across the customer journey and the buying committee
• The pitfalls to look out for as you balance the big picture with the day to day
Suzanne Pelizzari
Head of APAC Marketing & Global Director Account Based Marketing, CSG
Janine Pares
Founder & Managing Director, Thinksmart Marketing
SMB - SMALL TEAMS & BUDGETS
MARKETING WITH SMALL TEAMS, BUDGETS & RESOURCES
Not everyone has huge budgets and teams. This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources (with roughly a team size of between 1-5 marketers).
During the first part of this track we’ll hear two case studies. This is then followed by 40min workshop-discussions
From Bennelong Funds Management:
- Stretch smaller budgets and resources further – where using creativity you can make the biggest impact with what you’ve been given
- Budget planning and making friends with your CFO
- What to outsource and what to get your hands “dirty” and learn to do yourself
- Getting business buy in for bigger budgets, new projects and initiatives
- How small players compete for talent with the big brands offering huge salaries
Ella Tassi
CMO, Bennelong Funds Management
From Sendle
Australian start-up Sendle, the door-to-door parcel delivery service offering small business owners a viable alternative to Australia’s original logistics titans (Australia Post) has seen ten years of hyper growth with recent expansions into the US and Canada.
- How you build a brand that challenges the incumbent
- The importance of customer insights and building a remarkable product
- Marketing in a dynamic environment
Jessica Turnbull
Director of Marketing and Comms, Sendle
EMERGING LEADERS
DE-MYSTIFYING STRATEGY: A GUIDE TO GTM
Practical ‘teach me how’ on building effective GTM strategies, and gaining buy-in.
This session will afford emerging marketing leaders and mid-level marketers the opportunity to gain practical ‘how-to’ style insights on the process of creating go-to-market strategies with impact. We’ll cover the ways marketers can build campaign plans that align to business priorities, gain buy-in across the organisation, and position you as a strategic marketer who adds commercial value to your organisation.
Some of what we’ll cover includes:
- Setting your marketing objectives
- Mapping your content to a customer journey
- A guided workshop and peer discussion
- A practical template for success to take away after the session that can be implemented in your organisation today
Moderated by Kristy Kelly, Managing Director, B2B Marketing Leaders Forum
Lara Barnett
Head of Marketing, Logicalis
12:00
40 MIN WORKSHOP & ROUND-TABLE DISCUSSIONS:
ENTERPRISE CMO
Track hosted by:
40min of Enterprise CMO round-table discussion
Continuing the themes from the case study, we’ll work in roundtable groups to workshop common questions and challenges around GTM leadership, customer experience, stakeholder & business alignment, and marketing/ team structures.
Hosted by:
Janine Pares
Founder & Managing Director, Thinksmart Marketing
SMB - SMALL TEAMS & BUDGETS
40min of round-table discussions sharing experiences with:
- Stretching smaller budgets and resources further
- What are you outsourcing and what have you learnt to do yourself?
- Advice/experience in getting business buy in for bigger budgets, new projects and initiatives
EMERGING LEADERS
Emerging Leaders Workshop & Roundtable Discussion – Practical ‘teach me how’ on building effective GTM strategies, and gaining buy-in.
Hosted by:
Lara Barnett
Head of Marketing, Logicalis
12:40 – 1:40
NETWORKING LUNCH
1:40
Choose one of two tracks:
DATA, ANALYTICS & AI STRATEGY
Track hosted by:
B2B MARKETING’S ROLE AS A REVENUE DRIVER
As B2B Marketers we all play an increasingly important role in driving business outcomes. For some businesses the investment in data-driven marketing is mature and for others the journey is just beginning. Regardless the journey a company is on, the expectation to drive measurable outcomes resulting in revenue is growing.
Join us for a fireside chat where we talk about:
- Marketing’s evolving role in driving revenue
- What is driving this change?
- How the relationships with sales has shifted
- What is next?
Caylee Pharoah
Head of Marketing, Localsearch
Sheree Morrison
CMO, Collagis
Laura Snyder
VP Client Services & Head of ANZ Digital, eClerx Digital
STRATEGIC ACCOUNT BASED & ENTERPRISE MARKETING
Track hosted by:
EVOLVING STRATEGIC ABM: PRACTICAL LESSONS FOR SUCCESS
Many organizations explore various approaches to Account-Based Marketing (ABM) and grapple with common challenges when transitioning from a successful pilot to a scalable program. For strategic ABM aimed at nurturing top accounts or industry-level clusters, effective collaboration with cross-functional teams, including sales, finance, legal, and others, becomes paramount. This transition between 1:1 and 1:few ABM approaches requires adaptability, and there’s no one-size-fits-all model for program delivery.
Join Carol O’Hanlon, ABM Lead at FM Global Insurance, as she shares practical insights on ABM implementation and evolution. In conversation with Cate Sutherland, Consulting Director at ABM partners, Momentum ITSMA, Carol will discuss essential considerations such as:
- Selecting target accounts
- Gaining buy-in from sales and support functions
- Setting consistent objectives and metrics
- Experimenting with go-to-market strategies
- Listening to feedback and local needs
- Developing growth plans
To wrap up this interactive workshop, Momentum ITSMA will share an ABM self-assessment survey for participants – it’s a fantastic tool that can quickly shed light on your organization’s readiness for ABM.
Carol O’Hanlon
ABM Lead, FM Global Insurance
Cate Sutherland
Consulting Director, Momentum ITSMA
2:25
CHOOSE YOUR TRACK:
AI
Track hosted by:
IMPERATIVE FOR INNOVATION: LEVERAGING AI AND AUTOMATION TO DRIVE BUSINESS TRANSFORMATION
Transformation is imperative in today’s world and will be more and more critical as we move forward. How do you create a culture that expects innovation, constant evaluation and changes as the only way to survive and grow? Join us to hear real world examples of how Localsearch’s head of AI and Automation has built frameworks and implemented use cases which are transforming their business and building a scalable platform for growth.
Alex Mahon
Head of AI and Automation, Localsearch
Laura Snyder
VP Client Services & Head of ANZ Digital, eClerx Digital
SALES & MARKETING ALIGNMENT
SALES & MARKETING ALIGNMENT
Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. When these teams work together seamlessly, they can drive more predictable long-term revenue. However, when misaligned, the time and resources used to reconcile the two functions can harm the morale and performance of the organisation. In many businesses, often both teams act like two entirely siloed functions that plan, execute, and optimise two separate processes for the same buyer’s journey.
We will discuss what the direct impacts are to sales and marketing to an organisations performance when these teams are misaligned and how this can be fixed
How can teams overcome these challenges and what steps they need to take to drive tighter alignment for hypergrowth success.
- Practical tools for sales & marketing alignment
- Moving marketing closer to sales and revenue
- The importance of shared KPIs
- Understanding sales and their paths to commission
- Performance Marketing for S&M alignment and a seat at the leadership table
Moderated by Mari Kauppinen, Marketing Leader
David Frangiosa
Head of Marketing APAC, Megaport
Stephen Ball
Marketing Director & Chief of Staff APJ, vmware
3:05 – 3:35
AFTERNOON COFFEE & NETWORKING BREAK
CMO LEADERSHIP
3:35
CMO LEADERSHIP PANEL - FOCUS ON INTERNAL STAKEHOLDER MANAGEMENT
- Leadership, internal stakeholder management and leading teams
- Strategic thinking – Moving your focus from short-term tactics to long-term strategy
- How marketing structures influence the effectiveness of your marketing
- Advice for emerging leaders wanting to take on CMO roles
- Predictions/focus/strategies for 2024
Session sponsored and moderated by:
Sian Chadwick
GM Marketing Australia
ANZ Bank
Glenn Flower
CMO
NEXTDC
Janine Pares
Founder & MD
Thinksmart Marketing
CUSTOMER EXPERIENCE
4:00
Anthony Emmanouil
CMO
Macquarie Technology Group
CUSTOMER MAGIC - LESSONS ON LEVERAGING WORLD-CLASS CUSTOMER EXPERIENCE AND INNOVATION TO GROW YOUR BUSINESS
Australian digital infrastructure company Macquarie Technology Group grew from a challenger telecom brand in the 1990s into a dynamic billion-dollar company including Data Centres, Cloud, Government Services and Cyber Security by re-imagining and consistently elevating customer experiences. Recognised by customer experience expert and New York Times-bestselling author of books on Starbucks, Airbnb and The Ritz Carlton, Joseph A. Michelli was so impressed by Macquarie’s ability to deliver transformative customer experiences that he felt compelled to write a book about The Australian company which is launching in October this year.
As CMO, Tony will share key learnings and provide you with takeaways for those who want to transform customer experience to drive growth in their own business:
- How Macquarie has crafted a compelling, unique value proposition for creating and sustaining a customer experience culture
- How they identify customer pain points and develop solutions to remove that pain
- How they attract, select, grow and retain customer service talent and subject matter expertise
- How they set, measure, track and incentivise mission-critical business goals and customer-driven growth
AI IN B2B MARKETING
4:25
Eric Greene
AI Architect
REVOLUTIONISE YOUR MARKETING STRATEGIES WITH GENERATIVE AI
A Roadmap for Forward-Thinking Marketing Leaders
Join us for an exciting presentation where we unravel the dynamic world of Generative AI and its potential to revolutionize marketing strategies.
Eric Greene has over two decades of advancing AI and analytics adoption across industry leaders like Amazon, Teradata, Wells Fargo and Sony, giving him a unique insight into the application of Generative AI to today’s business problems. Eric is currently leading the expansion efforts in the Asia Pacific region for Anyscale, the USA company that provides foundational AI capabilities to OpenAI, Wesfarmers, Uber, Spotify, Visa, Dow Chemical and a rapidly growing list of companies that understand the importance of AI to their business.
Eric will start by introducing generative AI, illustrating its functions, and exploring its transformative role in marketing through compelling use cases. From content creation to personalized advertising, he will demonstrate how AI is already reshaping the marketing landscape.
Eric will then walk through how to construct an effective AI roadmap for your marketing initiatives, identifying and prioritizing areas where generative AI can provide the maximum impact. He will discuss potential challenges in adopting AI, such as data privacy and technology integration, and offer guidance on how to navigate these obstacles.
The session will conclude with live Q&A, ensuring your specific queries about the integration of generative AI in marketing are addressed. Join us to leverage the power of AI, revolutionizing your marketing approaches and steer your organization towards the future.
END OF DAY ONE & NETWORKING DRINKS
