A Leadership Imperative for Growth:
Aligning Brand and Culture to Strategy
Member, SoCal BMA
Is your company culture setup to effectively support your business goals? The traditional approach to growth has been to start with an annual plan—not taking into account an organization's cultural capacity to execute the plan.
With no shortage of leadership advice for today's executives, perhaps the greatest predictor of a leader's success is not whether they can inspire, but whether they can create an environment to deliver sustainable business performance. Companies developing their business strategy must evaluate their culture's ability to support the demands of their strategy.
As Millennials continue entering the workforce, cultural alignment to business strategy is becoming increasingly important. Good leaders understand the connection between culture and strategy, and are taking steps to implement a culture not dependent on heroics.
Great leaders, on the other hand, understand the full picture—the connection between brand + culture + strategy to deliver business performance. They understand and value brand strategy, and take steps to ensure alignment between all three elements.
CMO and strategy advisor Steve Patti, and brand strategist Ryan Rieches, will examine the connection between brand strategy, corporate culture and business performance, and how effective leaders shape their corporate culture to support their business growth strategy.
Thinking Less Tactically:
Setting a Strategy for an Uncertain Future
Special Guest Speaker
Allen Weiss @allenweiss
CEO and Founder
Can you predict the future? No, but you can identify a strategy, robust for the future.
MarketingProfs founding CEO Allen Weiss will share his insights on thinking strategically (and geting others in your company to do the same), both within your industry and across other industries, and what if anything can B2B really learn from B2C companies. Attendees will also hear firsthand the MarketingProfs fascinating story. How it began may surprise you.
In this session with Dr. Weiss, you will:
- Gain a better understanding of different methods to strategic thinking
- Discover relevant B2C ideas in B2B contexts
- Hear a different view to thinking about the future
Winning with Customers
Over 5,000 executives were recently asked in Winning with Customers session polls this important question: Do your customers make more money doing business with you? An alarming 2% of these executives could answer YES to the question.
As a C-Suite executive, answering YES to question above is the first critical step to improve your company’s value proposition and help you WIN with you customers.
In this keynote session, D. Keith Pigues author of Winning with Customers: A Playbook for B2B, will help you and your team understand why this may be the most important question you will answer to lead your organization to accelerated growth innovation and profits. The former CMO of Ply Gem, a $1.5 Billion manufacturer of exterior building materials; former VP of Corporate Marketing at RR Donnelley, a $ 10.0 Billion global commercial printer; and, past National Chairman of Business Marketing Association, D. Keith Piegues is a thought leader and widely sought-after speaker and advisor on company growth and strategic marketing. More about Keith.
All too often, companies spend an absorbent amount of time talking about their capabilities, products, and services, and not enough time listening to the needs of their customers.
Attendees will gain insights on how to get THE most valuable customer insight by answering the question: "Do your customers make more money doing business with you versus doing business with your competitors?" In doing so, each cross-functional team member within your organization will learn how:
- They contribute to your customer's success today,
- To become indispensable to your customer
- Each member of your team can contribute to turning the valuable customer insight into profit growth
Quantifying Your True Differential Advantages
Executive Roundtable and Workshop
Do your customers make more money doing business with you? How do you know? Can you prove it? What would your customers say?
During a special Winning with Customers executive roundtable and workshop led by D. Keith Pigues, you will identify and quantify the true differential advantages your business provides versus competitors.
What you learn may shock you with the insight gained forever shaping your perspective on your company’s value proposition and the way you view the customer relationship.
By participating in this workshop you will have:
- immediate take-home value to begin implementing into your business...
- providing you with the first critical step for improving your company’s value proposition to...
- help you WIN with your customers.
The Impact of Differential Customer Value
The discussion with our panelists will be in their specific areas of impact and expertise, provided by the contribution of differential customer value on:
- Strategic Pricing that contributes to improved profit and profit growth
- Customer Insight that helps to improve decision making in product development and marketing communications
- Major Account Strategy Development that supports the development of strategies to drive accelerated organic growth
- Customer Value Validation that enables customer value measurement and improvement to shapes growth strategies and additional value captured
The Discussions .
Vice President, Services, New Business Planning - NCR Corporation
With proven experience in utilizing customer value management to develop and implement effective pricing strategies at NCR that resulted in significant profit growth, Bill will share the “how to” of using differential customer value to improve pricing strategies that drive sustainable profit growth. @ncrcorporation
Vice President, Global Marketing - Buckman International
As the head of global marketing for Buckman International, a privately-held global chemical company, Lela leads the company’s efforts to improve customer insight. At the core of the company’s efforts is the new initiative to gain differential customer value to drive improved decision making in key areas of the business that includes product development and marketing communications.
Customer Insights, Team Marketing Manager - Eastman Chemical
Growth of major accounts in the chemical industry represent one of the most significant opportunities to accelerate organic growth. As the architect of Eastman Chemical’s Global Key Account strategy development process, Heather utilized customer differential value as a key component of the program that is helping the global key account managers and their teams identify new and exciting growth opportunities. @heathersingler
The Sessions | The Bios | The Events Calendar