2021 Conference Program

This is an example of the content covered and featured speakers in our 2022 program. Full program to be released shortly!

DAY ONE: WEDNESDAY 26 MAY 2021

08:20

REGISTRATION & BARISTA COFFEE

08:50

WELCOME AND OPENING REMARKS

Emma Roborgh
Founder & CEO, B2B Marketing Leaders Forum
Andrew Everingham - Capital-e-B2B Marketing Leaders Forum APAC 2021
Andrew Everingham
Event MC Day One & CEO, CAPITAL-e Marketing & Events
09:00

OPENING CMO FIRESIDE PANEL

Reviewing the last 18 months

During this opening session we’ll review the past 18 months and discuss:

  • How the pandemic accelerated digital transformation initiatives
  • How we all learnt to be Agile
  • How we scrapped and re-wrote our marketing strategies overnight…and then again…and again…and again
  • How our budgets and teams were affected
  • How we demonstrated marketing’s commercial value to the business during the Pandemic
  • How we managed the sales and marketing alignment virtually
  • The big event pivot and what does the remainder of 2021 look like
LIZ TOWLER ASX SYDNEY 2021
Liz Towler
General Manager Marketing ASX
Amit Yadav cmo ge healthcare speaking at b2b marketing conference in sydney 2021
Amit Yadav
Chief Commercial & Marketing Officer ANZ, GE Healthcare
Annabel Ausmus Global Chief Marketing Officer, Corporate Travel Management
Annabel Ausmus
Global CMO, Corporate Travel Management
09:35

CEO PANEL

CEO PANEL: 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.

In this panel discussion, former CMOs share their journeys to CEOs and Managing Directors and their 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 worlds

 

Moderated by Mari Kauppinen, Managing Director, The Marketing Practice (Former Head of Marketing Enterprise, Commercial & Commerce, IBM)

Kendra Banks, MD, SEEK B2B Marketing Conference Sydney Australia 2020
Kendra Banks
Managing Director ANZ, SEEK (Former CMO)
Karen negus md cisco former cmo at b2b marketing conference in sydney australia 2021
Karen Negus
Managing Director, ANZ Service Provider organisation. Cisco (Former CMO)
Lisa Henderson- Managing Director- AON Affinity - B2B Marketing Leaders Conference 2021
Lisa Henderson
Managing Director, AON Affinity (Former CMO)
10:05

Keynote

Eight years of growing Sydney tech start-up Canva, today valued at US$15 billion!

Zach joined Canva in 2013 as one of Canva’s earliest employees and has worked across product management, communications and human resources before establishing the global marketing function. Eight years later 50 million people are now using Canva every month, including 85% of the Fortune 500 companies with Canva now operating in more than 100 languages in 190 countries

During this session Zach will share both Canva’s and his personal incredible journey of growth:

  • The initial growth marketing strategies and framework behind Canva’s exponential growth as a start-up- and how they’ve evolved over the years
  • The strategies for targeting and growing into the Enterprise
  • Building the global leadership and marketing
Zach Kitschke Canva b2b marketing conference sydney australia 2020
Zach Kitschke
CMO, Canva
10:30

NETWORKING MORNING COFFEE BREAK

11:00

CHOOSE YOUR TRACK

B2B MARKETING IN ENTERPRISE

MC: Meri Kukkonen, GM ANZ, Progress
Track hosted by:
Progress at b2b marketing conference in sydney australia 2021

A B2B MARKETER IN THE TOP JOB AT NAB

As former CMO and Head of Strategy and Growth at GE, Suzana joined NAB as GM, Business Bank Marketing & Customer Strategy in 2017.
As she took over as NAB’s CMO last year she’s now the first CMO at NAB with B2B marketing background.

During this fire-side chat with Andy McFarlane, Head of Enterprise Marketing at Telstra, Suzana will share:

  • The challenges and opportunities of embracing the B2C element in her newish role as CMO
  • A compare/contrast between B2B and B2C – the strengths of each and what the other could most learn from
  • How she positioned herself for the CMO role
  • The challenges and opportunities since taking it on
  • Advice for emerging CMOs looking for a similar career path
Suzana Ristevski CMO NAB B2B Marketing Conference Sydney Australia 2020
Suzana Ristevski
CMO, NAB

B2B MARKETING IN SMBs

MC: Andrew Everingham, CEO, Capital-E

POSITIONING MARKETING AS A SCALABLE GROWTH ENGINE IN SMBs

Fostering a culture for growth, innovation and alignment into the sales organisation.

Having spent more than ten years with F5 Networks and Optus, both publicly listed organisations, in late 2018 Nick moved to Secure Code Warrior, who at the time was just 40 people.

In this session he will share how his focus on business metrics earned him a seat on the executive team alongside the CFO, CTO and VPs of Customer Success and Sales.

He’ll share:

  • The importance of metrics that describe business performance through a marketing lens
  • Strategically planning for an organisation that will be three to four times larger than it currently is
  • Defining distinct personas for buyers and users, where those two people aren’t the same
  • Advice for executive-level conversations on marketing’s contribution to pipeline
  • Marketing’s role informing on strategy and delivering on corporate objectives
Nick Flude CMO Secure Code Warrior B2B Marketing Conference Sydney Australia 2020
Nick Flude
CMO, Secure Code Warrior

EMERGING LEADERS

MC: Tim Johnston, Sr Marketing Director JAPAC, ON24
Track hosted by:
ON24-b2b-marketing-conference-Sydney-Australia-2020

PERSONAL LEADERSHIP & CAREER ADVICE FOR B2B MARKETERS

  • Career advice and paths for emerging B2B marketing leaders
  • The biggest skill shortages in B2B marketing
  • The importance of business acumen and financial literacy for marketers
  • Advice for best managing important cross-functional stakeholders
  • The transition from peer into a leadership position
Tracy Gawthorne CMO Accenture B2B Marketing Conference Sydney Australia 2019
Tracy Gawthorne
CMO & MD Marketing, Accenture
11:30

B2B MARKETING IN ENTERPRISE

ELIMINATING THE FRICTION FROM B2B MARKETING

In April, billion-dollar tech company SiteMinder reimagined its approach to acquiring small hotel customers.

In this session, the company’s CMO, Mark Renshaw will share:

  • His team’s journey from marketing to selling online
  • Experiments with adding and removing friction from the prospect’s experience
  • The reinvention of brand that ensured they were fully standing for the segment
  • The learnings from the first month of being live

 

Mark is the former Global Chair of Brand Practice at Edelman and Chief Digital and Innovation Officer at Leo Burnett. In December of 2018 he returned to Australia as the Global CMO of SiteMinder, the world’s largest open hotel commerce platform.

Mark Renshaw CMO Siteminder B2B Marketing Conference Sydney Australia 2020
Mark Renshaw
Global CMO, SiteMinder

B2B MARKETING IN SMBs

THE SMB MARKETING REVENUE ENGINE

SHOWING THE BUSINESS HOW MARKETING IS GOING TO DELIVER GROWTH
Following on from her hugely popular presentation last year, in this 20-minute session Ljubica will showcase the Revenue Marketing framework and share insights on how she transformed her marketing department from a cost-centre into a best practice revenue marketing engine, delivering consistent growth of 50%+ YOY over the past 2 years.

Ljubica will also showcase some of her key initiatives that are now getting deployed world-wide at Hexagon, one of the world’s largest engineering technology companies

Ljubica Radoicic
APAC Marketing Director, Hexagon PPM

EMERGING LEADERS

ENGAGMENT MANAGMENT

With Australian Tech start-up Afterpay’s CMO now located in San Francisco, Dominique leads Global SMB Engagement Marketing.

She’ll share her personal journey from marketing exec at Village Roadshow Entertainment to Optus to Afterpay, one of the most in-demand Australian companies to work for right now.

She’ll share:

  • How the B2B function within Afterpay has evolved
  • Her focus on retention, growth and re-engagement with Global SMB customers
  • How she balances the focus of Global vs Regional streamlining and gets other non U.S marketers a voice.
  • Personal career advice – The importance of choosing the right company to work for (hint – look for growth!)
Dominique Greenfield b2b marketing conference sydney australia 2021
Dominique Greenfield
Global Engagement Marketing Lead, SMB, Afterpay
11:55

B2B MARKETING IN ENTERPRISE

CMO PANEL: LEADING TEAMS THROUGH CHANGE AND BUILDING HIGH PERFORMANCE CULTURES

The rate of change in today’s organisations is unprecedented and marketers are playing an even larger role driving change and transformation for their organisations.

Whether it’s implementing new marketing team structures, driving company wide CX programs or digital transformation initiatives, driving change and innovation is becoming an essential skill required by today’s CMOs.

During this panel our marketing leaders will share how they’ve developed a change management capability, how they are fully embracing proactive and practical change management and how they build high performance cultures.

  • How they’ve developed effective change management strategies and adapted their leadership style to effectively lead transformation projects and  change
  • The ability to adapt to continuous change with agility and speed whilst engaging cross-functional teams
  • Advice and learnings of failures and successes in achieving their goals
  • Understand the process of sustaining change and know how to embed a change initiative as the new ‘business as usual’
  • Building team performance – the leader’s role in creating and nurturing a performance based culture.
  • How they effectively coach and develop results-driven team members, develop team cohesion and a high performance culture
Reachelle Inman Dexus b2b marketing conference Sydney Australia 2020
Raechelle Inman
CMO, Dexus
Marmik Vyas CMO NBN b2b marketing conference sydney australia 2020
Marmik Vyas
General Manager – Marketing, NBN
Annemarie Kikos cmo head marketing Fujitsu conference australia 2021
Annemarie Kikos
Head of Strategy and Marketing, Fujitsu Australia

B2B MARKETING IN SMBs

SMB CMO PANEL: REVENUE GENERATION MATURITY IN AUSTRALIA

Last year, Ljubica, Head of Marketing APAC at Hexagon presented on how she’s implemented “The Revenue Generation Maturity Framework™” developed by The Growth Engine (USA).

This framework provides steps for changing the “cost-centre” role and perception of marketing to a genuine revenue driver.

This year, she released a study based on the framework identifying the drivers of revenue performance and it’s correlation to the four stages of marketing maturity.

During this panel session we’ll discuss the framework, the study and advice from marketers who’ve done the crawl, walk, run, leap changes.

You’ll learn practical advice from marketers who’ve successfully moved from being the colouring-in department and a sales support function, to where marketing is seen as an authority on revenue generation with a firm seat at the leadership table.

Richard Anderson EML b2b marketing conference sydney australia 2020
Richard Anderson
Group Chief Marketing Officer, EML Payments
Lisa Vitaris-CMO-Tyro Payments-B2B Marketing Conference Sydney 2020
Lisa Vitaris
CMO, Tyro
Ljubica Radoicic
APAC Marketing Director, Hexagon PPM

EMERGING LEADERS

PANEL: DIGITAL AND PERSONAL LEADERSHIP

During this panel we’ll dive deeper and provide examples and discuss;

  • Taking a strategic approach to building your personal marketing brand
  • Examples and career advice and paths for emerging B2B marketing leaders
  • The pros and cons of generalists vs specialists B2B marketing roles
  • The importance of keeping up with change and staying relevant
Emilie Chell GM Integrity B2B Marketing Conference Sydney Australia 2020
Emilie Chell
GM Marketing & Customer Experience, Integrity Insurance
David Hadlow Optus B2B Marketing Conference Sydney Australia 2020
David Hadlow
Associate Director – Marketing, Optus Enterprise
Jason Gow B2B marketing ABM Australia 2020
Jason Gow
Marketing Lead ANZ, GE Healthcare
12:30

NETWORKING LUNCH

13:30
Round-Tables B2B marketing conference sydney australia 2019

GROUP SESSIONS

CHOOSE 1 SESSION MOST RELEVANT TO YOUR CURRENT CHALLENGES AND AREAS OF INTEREST

Each 40min discussion is moderated by a B2B marketer who will first share a case study. This is followed by group discussions focused on “What” and “How”, the aim to get practical learning, share from each other and make new friends.

13:30 - 14:10

STRATEGIC ABM

THE PRACTICALITIES OF RUNNING STRATEGIC ABM

Account based marketing theory is one thing, but what happens when the rubber hits the road? In this session we’ll be sharing insights and experience from clients at different stages of their 1:1 or 1:few ABM journeys. Tools and takeaways to put into practice as soon as you’re back in the office will include:

  • How do you know if you’re ready for ABM?
  • What are the three things every programme needs to get started?
  • Your pilot’s gone well, how do you scale?
  • Which tech platforms and tools should you use, and at what stage?
  • How do you get the sales team to buy in?
  • How can you prove the value of ABM to your leadership?
  • What are the best insider tips from established programmes?
julie walker cmo slack b2b marketing conference sydney australia 2021
Julie Walker
Head of Marketing APAC, Slack
kate power abm service now
Kate Power
Head of ABM APJ ServiceNow
Mari Kauppinen from the Marketing Practice will speak at B2B conference in Sydney Australia 2021 on ABM
Mari Kauppinen
Managing Director, The Marketing Practice
Session hosted by:
The Marketing Practice ABM at b2b marketing leaders conference sydney australia 2021

ATTRIBUTION, REPORTING AND THE FUNNEL FOR PREDICTIVE INSIGHTS AND FORECASTING

THE FUNNEL STRUCTURE, METRICS, ATTRIBUTION AND REPORTING AND THE IMPACT ON BUDGETING & FORECASTING – THE END OF MARKETING AS THE COLOURING-IN DEPARTMENT, HELLO REVENUE DRIVEN MARKETING

Still one of the most in-demand topics, marketers are still struggling to clearly attribute marketing campaigns and spend to revenue contribution.

The tools you’ll need to set up attribution that works so teams can communicate the value of marketing to the business including

  • Marketing Generated Pipeline
  • Marketing Generated Revenue
  • Campaign ROI Attribution
  • Lead Conversion

Deep-dive discussion on mutually agreed and clearly defined sales and marketing lead management process and lead definitions.

We’ll also discuss lead volumes and definitions (MQLs) to Sales Accepted Leads, the role of SDRs (Sales Development Reps) and ISRs (Inside Sales Reps) to Sales Qualified Leads (SQL) to Opportunities (lost or won).
Clear attribution of funnel ratios, time in funnel to sale, opportunity age, average deal size, channels for delivering highest quality opportunities, average deal size to show where best to invest your budget and of course, proving the business impact!

Using the framework for predictive insights and forecasting.

Nick will also give advice for the incremental steps you can take when faced with legacy systems.

Nick Flude CMO Secure Code Warrior B2B Marketing Conference Sydney Australia 2020
Nick Flude
CMO, Secure Code Warrior

MANAGING HQ

REPORTING TO A GLOBAL HQ

Gaining local autonomy, flexibility and control by breaking down internal silos and opening barriers between head office and local office.

  • Making sure you’re not just the execution team
  • Getting HQ to understand local market dynamics
  • Managing global teams wanting to push non relevant campaigns locally
Jordan Reizes CMO Nutanix b2b marketing conference sydney australia 2020
Jordan Reizes
VP Marketing JAPAC, Nutanix
Kathryn Illy PwC B2B Marketing Conference Sydney Australia 2020
Kathryn Illy
Brand and Marketing Strategy Director, PwC

PARTNER/CHANNEL MARKETING

Maximizing business value with partners

In this Channel Marketing session we’ll focus on communicating value to, through, with and for channel partners.

The right approach depends on the Go-To-Market strategy and the objectives a business wants to achieve.

Today’s Partners typically work with 5–25 Vendors at any given time. The constant flow of information coming in from these Vendors can be disruptive, overwhelming, and confusing. Vendors who understand how to better engage and align marketing with their channel ecosystem are the ones winning the customers mindshare.

We’ll discuss:

  • Revenue contribution.
  • Partner engagement.
  • Partner led demand creation, marketing contribution, ROI.
  • Driving better engagement and fuelling marketing performance with partners.
Stacey-Beer-Riverbed-b2b-marketing-conference-sydney
Stacey Beer
Head of Marketing, Australia & Japan Riverbed Technology

SEGMENTATION

SEGMENTATION CASE STUDIES AND DISCUSSION

Over the last few months we’ve learned that data segmentation is a challenge for many B2B CMOs. During this session we’ll share various segmentation strategies and practical examples of  segmentation executions.

During this session we’ll share examples of:

  • Segmentation strategies at scale
  • Integrating Go-to-market digital, field, channel per segment
  • Stronger reporting to make data driven decisions
Jason Gow B2B marketing ABM Australia 2020
Jason Gow
Marketing Lead ANZ, GE Healthcare
Tim Johnston
Sr Marketing Director JAPAC, ON24
14:20 - 15:00

GROUP SESSIONS

ABM AT SCALE - PROGRAMMATIC ABM

LEVERAGING INTENT SIGNALS TO LAND AND EXPAND TARGET ACCOUNTS
A one-to-many ABM approach is possible thanks to behavioral intent data, which enables laser targeting, analytics, and personalization across identified accounts. With an account-based view of the world, marketers can collect customer insights through observed behaviour, such as text and video-based content engagement. By capitalizing on purchase-ready signals, in-market buyers are seamlessly served the right information and messaging for their specific needs.
How can this be accomplished at scale? In this interactive session, we’ll talk with ABM practitioners about how they’re turning intent into action, building pipeline and demonstrating value to their sales teams.

Gregory-Wood-SAS-B2B-Marketing-Leaders-Forum-APAC-2021
Gregory Wood
Global Head of Marketing, Data, Analytics & Technology, SAS
Michele Clarke-SECURE CODE WARRIOR-B2B-MARKETING-LEADERS-FORUM-APAC-2021
Michele Clarke
Head of Marketing, APAC, Secure Code Warrior
Stuart West-BrightTALK-B2B marketing leaders forum APAC-2021
Stuart West
Vice President and Regional Managing Director, APAC, BrightTALK
Jon Panker-TechTarget-B2B Marketing Leaders Forum APAC-2021
Jon Panker
Managing Director, APAC, TechTarget
Session hosted by:
TechTarget-BrightTALK-B2BMarketingLeadersForum-APAC-2021

MARKETING INTO & MANAGING TEAMS IN ASIA

During this session we’ll discuss some of the biggest challenges facing Marketers responsible for marketing into the vast amount of very different individual countris in  Asia.

With the fast changing and geographically spread Asian markets, for B2B marketers there is a constant need to balance local customer and sales demand vs the efficiencies and scale provided by a more regional focus.

  • The magic formula of localisation –  finding the balance when providing locally relevant messages
  • The global brand challenge when localising
  • Corporate and regional interplay – Managing HQ requirements while meeting unique needs of local countries.
  • Team structures – The Global, Regional, Local balance, in-house vs agencies.
  • The talent quest – finding and retaining your local talent
  • Localising global partner channel strategy
Moderated by: Waheed Bidiwale, Global VP, Verticurl
HELEN DEAN DELL SYDNEY 2021
Helen Dean
Senior Marketing Director APJ Integrated Marketing, Dell Technologies
Waheed Bidiwale-Verticurl-B2B Marketing Leaders Forum-APAC-2021
Waheed Bidiwale
Global VP, Verticurl
Session sponsored by:
Verticurl Logo 2021

PERSONA & JOURNEY MAPPING

B2B Persona Development and customer journey mapping have become a favourite tool for visualising every experience your customers have with you. However, knowledge of the full customer journey is often spread across business silos and isn’t always shared in a way that can be analysed and actioned.

In this session we’ll discuss how:

  • The importance of understanding your customer journey across all touchpoints
  • Tapping into the organisation’s insight, experience and data to map out the customer journey
  • B2B Persona Development
  • How to develop and execute on your journey maps
  • Examples of unexpected customer journeys
Moderated by: Janine Pares, MD, Thinksmart Marketing
Tania Mushtaq Mercedes Dell Boomi B2B Marketing Conference Sydney Australia 2020
Tania Mushtaq
Head of Marketing, JAPAC, Dell Boomi
janine-pares-cmo-thinksmart-marketing-agency-b2b-conference-sydney-australia-2021
Janine Pares
Managing Director, Think Smart Marketing

B2B2C

As Head of Sales and Marketing at the world’s largest coatings manufacturers, NYSE listed fortune 500 company, David has multi-channel, P&L responsibility with a full field sales team and company owned retail network.

He’ll share how they’re building brand and enhancing customer experience through digital transformation across a captive retail network, Bunnings and a diverse B2B business.

He’ll also discuss enabling change leading to revenue growth within industrial products, services and FMCG.

For this session, bring your own perspectives and pressing questions for debate after Dave’s presentation.

David Nicholls PGG b2b marketing conference sydney australia 2020
David Nicholls
Commercial Director, PPG

CUSTOMER MARKETING

Customer marketing engagement advocacy and VOC

The 2021 Gartner survey tells us that 55% of CEOs prioritise growth, making revenue marketing raison d’être for many B2B marketing leaders. However, COVID times have challenged these priorities and brought to the forefront the need to nurture and look after existing (and new) customers more than ever before to prove the value of their investment and trust. Customer marketing is emerging as a critical function that can help businesses retain, engage and grow customers in a more strategic way.

In this session, Ljubica will share her experiences in pivoting from field marketing to customer marketing and showcase best practice customer engagement strategies and programs. Topics covered will include:

  • CMO as CXO
  • Building blocks for customer marketing (it’s all about the data!)
  • Customer engagement, advocacy & VOC
  • Case study
Ljubica Radoicic
APAC Marketing Director, Hexagon PPM
15:00

AFTERNOON NETWORKING COFFEE BREAK

15:30

B2B CONTENT MARKETING PANEL

How Prospa takes an audience-first approach to content marketing that stands out in a crowded category and drives audience engagement

Since 2011, Prospa has provided the funding that’s propelled thousands of Australian small businesses – small business is at the heart of everything Prospa does.

But Prospa’s not alone in this focus. More than 97% of businesses in Australia are classified as small, and their owners and leaders are a valuable audience segment – small business content marketing is a crowded space.

Small business owners and leaders are a valuable audience segment, making small business content marketing a crowded space.

In this session, Mahlab Founder and Chair Bobbi Mahlab AM and Prospa Head of Marketing Deborah Kytic will share insights into the content marketing strategy that helps Prospa gain and maintain the attention of its most valuable audience segments.

Join this session to see:

  • The path Prospa took to map business objectives back to marketing metrics, then to content strategy and execution
  • How Prospa identified its most valuable audience segments
  • The process that ensures an audience-first approach
  • How to create content that stands out, drives engagement and delivers results
Deborah Kytic-Prospa-B2B Marketing Leaders Forum-APAC-2021
Deborah Kytic
Head of Marketing Communication, Prospa
bobbi-mahlab-mahlab-b2b-marketing-leaders-forum-melbourne-2021
Bobbi Mahlab
Founder and Chair, Mahlab
Session sponsored by:
Mahlab B2B Marketing Conference Content Strategy Agency
15:55

cross-stakeholder Collaboration

CMO/CFO Fireside chat - How to establish credibility with the CFO by speaking their language

Michelle has spent the last 18 months elevating the CMO role and perception of marketing within the business. For the first time Marketing has become a bridge across all functions with “a big seat” at the executive leadership team,  has for the first time a seat at the Sales Executive Leadership Team, and a seat at the Finance/IT/Operations Leadership Team.

During this CMO/CFO fireside chat, Michelle will share how she collaborates with all C-suite stakeholders with a focus on the CMO/CFO relationship.

Ben will share how to win over and speak the language of the CFO.

  • The CMO/CFO – One of the most worthwhile relationships to invest in
  • How you have to speak their language and understand the gaps
  • Ben’s perspective on how the marketing conversation and relationship changed
  • Practical recommendations to other marketers
  • Agreeing on metrics and reporting that matter to the CFO, CEO and Board
Michelle - Device-b2b-marketing-leaders-forum-APAC-2021
Michelle Stewart
GM Marketing & Digital, Device Technologies
Ben Arthur- Device-b2b-marketing-leaders-forum-APAC-2021
Ben Arthur
CFO, Device Technologies
16:20

FROM CEO TO CMO

FIRESIDE CHAT: FROM CEO ADMA TO B2B CMO AT IBM  – BRINGING A CEO MINDSET INTO THE CMO ROLE

“Marketing’s seat at the leadership table is earned – not given” – Jodie Sangster

During this fireside chat, Jodie will share how having led a successful turnaround as CEO of ADMA, her transition to the CMO role at IBM came with the need to adapt to a company with 108 years of tradition and hierarchy baked in.

In this session she’ll share:

  • Lessons learned from the transition from CEO to CMO
  • How to break down the silos when you’re a functional leader
  • Practical tips for linking the marketing function with the business strategy
  • How her experience as an entrepreneurial leader at ADMA has helped in her CMO role
Jodie Sangster CMO IBM at B2B Marketing Conference Sydney Australia 2020
Jodie Sangster
CMO, IBM
17:00 - 18:00

NETWORKING DRINKS

CMO B2B Marketing Conference Sydney Australia 2019

Join Our B2B Marketing Communities

Stay in touch on social!