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.

Having just completed arguably the world’s largest Agile-at-scale transformation, and the first Telco on the planet to go “all-in”, Mark will share how after 7 months of organisational design, July 2018 saw the launch of IT, data, product, marketing and CX teams working as cross functional, end-to-end Squads to improve the focus on the customer and speed of delivery.

How do start ups build sustainably high growth with limitedmarketing budget?

Airbnb’s first employee in Australia in 2012, Eva expanded her marketing remit across APAC before bringing her
experience in growth back to Australian small business parcel delivery start-up, Sendle. No stranger to hyper-growth, Sendle has had 36 straight months of 15% month-on-month growth as a major disruptor of Australia Post.

In this session she’ll share her incredible story of growing Airbnb in APAC and the lessons learnt that she’s now bringing to Sendle’s expansion.

She’ll share:

• How to identify the pain points, develop solutions, and products
• Build a cult-like following from both your internal team and external audience
• Find community connection and a greater than fair share of advocacy
• So what if you get sued?

Awarded CEO Magazines Young Exec of the in 2017, in 2018 Kate was awarded Australian top #CMO50 most innovative CMO by CMO magazine.

In this session she’ll share her personal advise for navigating the path and setting yourself up to a future CMO role.

She’ll share the importance of:

• How building a personal brand across the accounting community has assisted in accelerating company growth
• How she established the marketing graduate programme recruiting ‘millennials’, passing on skills, knowledge,
  experience, advice, and coaching
• The importance of understanding technology
• Advise for working with sales and other stakeholders
• Demonstrating resilience, passion and drive while continuously learning and evolving.

As former CMO of CBA, Xero, Foxtel Andy will in this session share how he uses budgets to drive marketing, transformation and get the stakeholders on board.

He’ll share:
• Planning from allocation to attribution
• Why most marketing investments don’t work
• Delivering and demonstrating value – creating the marketing dashboard and reporting
• Optimising marketing workflows
• Insourcing, outsourcing and optimising the marketing supply chain
• Critical marketing infrastructure decisions
• Aligning the team around spend

Marketing is in a position to have a stronger strategic impact on the business than ever before. Yet, in many organisations marketing is still seen as a cost centre responsible solely to support sales and given no accountability or recognition for driving revenue or growth for the business.

As GM Marketing of Financial Services firm Challenger, Debbie is responsible for B2B2C, promoting Challenger’s brand in retirement incomes across all marketing channels including business channel marketing, consumer and digital marketing.

In this session she’ll share what you can do if your marketing team is seen as a more traditional marketing function and how you can move your perception from cost-centre to genuine revenue and growth driver.

She’ll share how she trains her team to have a commercial understanding of the business and the external markets, always linking customer strategy to business outcomes.

She’ll also share how the business is looking to marketers to lead organisational change and how doing this right further helps elevate the marketing function.

As former Chair of ADMA’s 30Below, back in 2012 Anna helped create a living community of over 2000 members to help young marketers share thoughts, ideas, experiences and to learn and network.

In this session she’ll share her own personal career guidance and advice for future proofing your career in marketing.

• What are your most important marketing objectives and how are you realigning your marketing budgets and activities to
  achieve these?
• The emotional pains and the challenges around building and executing your budget
• Portfolio Management – moving budget between teams and the impact on resources and people
• Team Performance Management
• The perception of CMOs as revenue and growth drivers – we’re are we at?
• The future of the CMO vs Chief Growth Officer and other new titles.

Panellists:

In this session we’ll dig deeper into the CMO job at SMBs.

The panellists will share:

• How they invest and spend their budgets – what they’re investing more, less in and how they get more budgets
• Spend per channel: Branding/Creative, Website/Re-design, SEO/PPC, Social media, Advertising, Content, Events, Martech, PR and more
• Getting business buy in for new projects/ initiatives
• Stakeholder management
• Focusing on the foundation of growth – the talent of your growth team

Panellists:

As you aspire to the next step in your marketing career, this panel of marketing leaders will share actionable advice and
strategies to help you build your roadmap to career success, in addition to insights and lessons learned from their own career journeys.

• Which skill sets are most in demand to boost your career as a future CMO
• The areas and experiences crucial to build now to set the foundations for personal growth
• How to self-educate, keep up to date, stay relevant and grow your personal marketing brand
• Developing your commercial mindset – always focus on growth and revenue.

Each table is moderated by a B2B marketer who will first share their own story and then pose questions to the table, giving delegates an opportunity to share experiences, discuss issues, learn about other’s pitfalls and success stories and benchmark with peers. And most importantly, get to know each other!

* Subject to availability. Popular topics will fill up quickly. Delegates who have already registered will get first choice of sessions.

What is best practice team structures, and how do you know what skills you need to recruit for?
How do you know what martech is relevant for your team?
How do you ensure all your systems integrate correctly?
What do you do if you have no say in the technology stack, or if you’ve inherited a stack?
What processes are required to make sure your marketing operations are working in harmony?

• Marketing to channel partners
• Recruitment – treating partners like leads
• Engaging and Empowering the channel
• Persona Development to better understand my partner marketer needs
• Mapping the Partner Journey: Applying Personas to Optimize Channel Marketing

TBC

How to use, and more importantly understand and interpret, the data coming in.
There is so much data available to marketers, but which should you be looking at and how do you interpret what you’re seeing and use it to build strategy?
Bring in your data sources and challenges and we’ll discuss and advice.

What is the return from your investment in content?
How is your sales team using content and marketing material?
Learn how Australia Post and Telstra use SEISMIC to ensure:
• Sales uses the right content, for the right person, at the right time
• Content are always up-to-date, on-brand, and in compliance
• Eliminate time spent by creating unused assets
• Create more effective, insights driven sales materials
• Understand the average page views, the length of time readers spend on content and what content drives the lost
engagement
• Measure how much revenue the content effort is driving

ABM and AI are converging and delivering actionable triggers to transform your customers’ experiences forever.

Learn why artificial intelligence and machine learning are crucial to future proofing your account based marketing strategy.

Ajay will share his perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

In this session you’ll learn:

• Why AI should inform and operationalize your ABM strategy
• When centralised insights can enable a consistent content strategy by target account
• How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones

Customer journey mapping has become a favourite tool for visualising every experience your customers have with you. In this session we’ll discuss how do you create them and what is the best way to use them.

What is customer journey mapping and how do you do it?

How to research your customer journey map.

How to use and execute on your customer journey map.

Examples of customer journey maps.

The Marketing Academy (free, not for profit) provides a “Fellowship” program matching CMOs with CEOs – Enabling
Marketing Leaders of today to become the CEO’s of tomorrow