As a senior marketing executive, you oversee some of the most difficult challenges your company will face. To maximize effectiveness in your role, you’re on top of many moving parts at once: solving real market challenges, establishing effective ecosystems, attracting prospects, creating demand, building brand equity, and growing your top-line at an accelerated pace. Each domain and business model has its own unique attributes that require appropriate go-to-market strategies and execution. Knowing when to apply which technique is an art, and much can be learned from your fellow senior marketing executives.
TiE Silicon Valley’s CMO Inflect: Winning in the Market on November 2nd will bring this group of marketing executives, entrepreneurs, and revenue driving leaders together for an exchange of insights, ideas, and trends.
|10:30 AM - 11:00 AM||Registration & Networking|
|11:00 AM - 11:30 AM||
Speaker: Anand Akela - VP Product Marketing, Tricentis; Jay Visvanathan - Executive Director, TiE Silicon Valley; Jeff Hayzlett - Radio Host, C-Suite TV
|11:30 AM - 12:00 PM||
Keynote: Marketing to Win
Speaker: Jon Miller - CEO & Co-Founder, Engagio
Determining a business strategy for marketing driven companies is a tall order. It means a clear focus on the customer--even more than the product itself--and identifying how to grow with the customer’s core problem in mind.
Understanding the customer’s need, identifying the product or service that will address said requirements, communicating the solutions to the right audience in a personalized manner, supporting the customer through implementation and growth, and finally transitioning them from customers to advocates is a challenge for which marketing focused companies must remain agile. When companies are able to evolve along with their customers, it’s no surprise that that their marketing focus helps them win more than others.
|12:00 PM - 12:30 PM||
Panel: Role and Impact of the CMO
Speaker: Aruna Ravichandran - VP of Global Marketing, Cisco; Carolyn Crandall - CMO, Attivo Networks; Wayne Ariola - CMO, Tricentis;
Moderator: Steven Wastie - CMO, Unravel Data
What ought to be the goal of the CMO? An ever evolving role, how has it changed over time? What are the new challenges that CMOs of today are facing? Do CMOs need to be technologists to truly promote their companies? What does the role of the CMO look like depending on the stage of the company (early, mid-stage, public)? These are just some of the questions we’ll answer in this panel!
|12:30 PM - 1:30 PM||Networking & Lunch|
|1:30 PM - 1:45 PM||
AI-Driven Conversational Marketing
Speaker: Pankaj Malviya - CEO, Conversy
Enterprises spend an increasing share of their digital marketing budgets to drive inbound demand. Unfortunately few firms take best advantage of that short time when they have the undivided attention of their visitors. Understand have conversational marketing powered by AI can help turn more of those anonymous visitors into real leads.
|1:45 PM - 2:15 PM||
Panel: ABM and Metrics
Speakers: Brian Bell - CMO, Ping Identity; Mark Floisand - CMO, Coveo Solutions; Sydney Sloan - CMO, SalesLoft
Moderator: Gary Malhotra - CMO & GM, TapClicks
This panel covers topics like what is ABM, how it is different from other initiatives, how it changes the relationship between Sales and Marketing and ABM results achieved by leading organizations. We also cover practical tips regarding ABM metrics, technology, business case and change management.
|2:15 PM - 2:45 PM||
Panel: Unmarketing to Developers
Speakers: Gary Orenstein - CMO, Yellowbrick Data; Manish Gupta - CMO, Redis Labs; Sam Fell - VP, Marketing Electric Cloud
Moderator: R. Paul Singh - CEO, Startup Strategies
Developers, DevOps professionals and architects are key influencers when it comes to defining modern software stacks for their organizations. For technology marketers, they are highly sought after (yet often poorly understood) stakeholders, who don’t respond well to traditional marketing techniques. In this panel, learn how to successfully ‘unmarket’ to these technical audiences by focusing on their roles and goals, not on yours.
|2:45 PM - 3:15 PM||
If you're not Doing Influencer Marketing, you're Already Behind
Speakers: Amisha Gandhi - Vice President, Influencer Marketing,SAP; Bryan Kramer - CEO, PureMatter; Blaine Mathieu - CMO and Chief Product Officer, Vantiq; Karen Steele - CMO, Leandata
Moderator: Carter Hostelley - Principal, Leadtail
Industry influencers can make or break your marketing strategy. This is where B2B influencer marketing comes in. This panel discussion will take a real-world look at identifying, engaging, and mobilizing influencers to rise above the noise and win in the marketplace.
|3:15 PM - 3:45 PM||Networking Break|
|3:45 PM - 4:15 PM||
Panel: Emergence of RevOps
Speaker: Anita Cafiero - Director of RevOps, Event Farm; Mike Brown - VP Revenue Operations, Namely; Sylvia Kainz - VP Global Rev Ops, Eventbrite
Moderator: Marko Savic - CEO, Funnelcake;
The goal of any marketing campaign is to drive revenue, but the process behind increasing revenue means to fully explore the relationship between marketing, sales, and customer success. How can the operations behind revenues be more streamlined and successful? This panel will delve into how bridging the gap between marketing and sales can significantly drive up revenue.
|4:15 PM - 4:30 PM||
Fireside Chat: Sales and Marketing Alignment around Strategic Accounts
Speakers: Lindsay Anderson - National Sales Executive, Magnitude Software
Moderator: Christina Ellwood - C-level executive, Moreland Associates
A company’s top revenue-producing accounts represent a flashpoint for Sales and Marketing alignment. A lack of 360 degree buy-in, exquisitely coordinated effort and a focused approach can lead to missed revenue targets, wasted effort and misspent budget dollars. Often the most challenging Sales blockers are Strategic Account Execs, who either actively or passively deflect Marketing efforts to engage. A long time sales leader and strategic account specialist, Lindsey will share tips for gaining alignment and buy-in for your account-based strategies from the Salty Dogs and Lone Wolves of selling.
|4:30 PM - 5:00 PM||
Keynote: 5 Steps to Ascend the Stairway to Customer Heaven
Speaker: Chandar Pattabhiram - CMO, Coupa
The customer experience is the sum total of every interaction with a brand. Today, each step in a brand’s journey to Customer Heaven needs to be a continuous, connected conversation that is meaningful to the customer and keeps us marketers on the path!
Taking a (Jimmy) page out of his experience, Coupa CMO Chandar Pattabhiram (Robert) plants five steps that B2B marketers can follow to ascend the stairway to heaven. Along the way, he’ll offer tips for finding the “angels of engagement” and avoiding the “demons of defection” to reach the pinnacle and create customers for life.
|5:00 PM - 6:00 PM||Networking Reception|