New York City, June 6–7, 2012
The CMO CIO Leadership Exchange brought together more than 100 CMOs and CIOs from leading companies to explore how a new computing era is transforming the future of the enterprise. Below is a glance at event highlights.
Setting A Shared Agenda
The pace of change - driven largely by technology - is placing increased pressure on the complex systems that make up our companies today. Those complex systems are more instrumented and interconnected than ever before and are extracting intelligence and information at a profound rate.
Ginni Rometty, President and Chief Executive Officer, IBM, kicked off the IBM CMO CIO Leadership Exchange in New York City by examining the transformational impact that technology is having on the role of marketing, and the new leadership and partnership opportunities that this creates for CMOs and CIOs.
Kenneth Chenault, Chairman and Chief Executive Officer, American Express Company, described the lessons he has learned about brand value over the years and shared his views on how the CIO and CMO are strategically essential to an organization's business model and competitive differentiation.
Geoffrey Colvin, Senior Editor-at-Large, Fortune, delved further into the shifts that Ginni and Ken discussed, amplifying the issues that enterprises face today in a moderated discussion between the two.
Jon Iwata, Senior Vice President, Marketing and Communications, IBM, described three meaningful ways in which the marketing organization is transforming.
Shared Agenda I: A New Approach to Understanding the Individual
Empowered by technology, individuals - consumers, employees, citizens or shareholders - are expecting and demanding a more personal experience from the organizations with which they do business. In turn, businesses are designing new predictive models to engage on a more personal level with individual customers and clients
Keith Yamashita, Chairman, SYPartners, led a conversation with three executives from leading brands to explore how leading companies are extracting new insights to connect on an individual basis with customers. Participating in the dialogue were: - Lori Beer, Executive Vice President, Enterprise Business Services, WellPoint - Don Callahan, Chief Administrative Officer and Chief Operations and Technology Officer, Citigroup, Inc. - Cindy Davis, Executive Vice President, Global Customer Insights and Analytics, Walmart Stores, Inc.
Shared Agenda II: Engaging Customers to Maximize Value
Businesses today are bringing new precision to how customers behave, discovering hidden patterns in their data – patterns that can help to understand purchasing behavior of key customers, identify new product potential, and even predict new markets. In this session, we will examine how leading enterprises are unlocking insights to define new opportunities and create new markets.
Bridget van Kralingen, Senior Vice President, Global Business Services, IBM, kicked off this session to explore how leading enterprises are unlocking insights to define new opportunities and create new markets.
Bridget Van Kralingen led a conversation about the emerging partnerships between technology and marketing leaders with:
- Brian Angiolet, Vice President, Consumer Strategy and Planning, and Go-to-Market Execution, Verizon
- Roger Gurnani, Executive Vice President and Chief Information Officer, Verizon
- Michael Mathias, Chief Information Officer and Head, Aetna Information Services, Aetna, Inc.
- Robert Mead, Senior Vice President, Marketing, Product and Communications, Aetna, Inc.
Shared Agenda III: The Intersection of Brand and Culture as One
Today's customer has as much information about a company as a company knows about the customer. But this technology-enabled transparency can work both ways. The challenge and opportunity of transparency is one that many CMOs and CIOs are exploring today. This session will feature leading CMO and CIO partners who have defined new ways of managing reputation and brand – the external persona – in synchronicity with the workforce and culture.
Miles Young, Worldwide Chief Executive Officer, Ogilvy & Mather, enriched the day's conversations with a presentation about how corporate branding is changing thanks to new levels of online openness.
Geoff Colvin led a conversation about IBM's own experience in managing its brand, culture and corporate character with:
- Jon Iwata, Senior Vice President, Marketing and Communications, IBM
- Linda Sanford, Senior Vice President, Enterprise Transformation, IBM
Ginni Rometty, President and Chief Executive Officer, IBM, summarizes the day's discussions
Discussion Arenas: The Future Business of Marketing: Equipping Leaders for Success
Day Two of the CMO CIO Leadership Exchange focused on small group discussions to share best practices and insights on innovative applications of analytics, social technologies, mobile and channel solutions and digital strategies.
Mike Rhodin, Senior Vice President, Software Solutions Group, IBM, shared his view on how business leaders are deepening their thinking about the changing role of marketing.
Perspective: The Future of Technology Is the Future of Marketing
A new era of computing is unleashing broad change across all parts of the enterprise and presenting great opportunities for growth for today's CIOs and CMOs.
Dr. John Kelly, Senior Vice President and Director, Research, IBM John Kelly, describes new forms of technology and new collaboration models that are shaping the future.