Download - CMO Education Series

FUTURE OF THE
Executive Education Series
Curriculum Guide
CULTURE
SALES PROCESS
CONTENT
CAMPAIGNS
VIDEO
POST-PURCHASE
ACQUISITION
CUSTOMER SERVICE
SOCIAL
RETENTION
EMPLOYEES
WORD-OF-MOUTH
CHANNELS
DIFFERENTIATION
MESSAGING
POSITIONING
SELF-SERVICE
LOYALTY
This Executive Education Series will
address trends and surface strategies
that impact the future role of the CMO and
the (CXP) Customer Experience. Engaging,
enlightening and informative content will
be covered during a series of 90-minute
sessions. The series will take place at
exclusive ClubCorp country clubs across
the DFW Metroplex.
Register at cmoeducationseries.com
CULTURE
SALES PROCESS
CONTENT
CAMPAIGNS
VIDEO
POST-PURCHASE
ACQUISITION
CUSTOMER SERVICE
SOCIAL
RETENTION
EMPLOYEES
WORD-OF-MOUTH
CHANNELS
DIFFERENTIATION
MESSAGING
POSITIONING
SELF-SERVICE
LOYALTY
Why is it critical?
The customer experience is the sum of experiences a
customer has over the life of the relationship with a
company. This experience has become the competitive
battleground for business. By delivering a consistent,
memorable experience, companies can create a
competitive advantage that increases customer
engagement, conversion, loyalty and advocacy.
Today, almost everyone in a company plays a role in the
customer experience — from HR to finance, operations,
sales, marketing, customer service, even general
employee connections and interactions. As a result,
ownership and management of the entire customer
experience has been elusive. That is rapidly changing.
Over the next three-to-five years, 75 percent of marketers
say they will be responsible for the end-to-end customer
experience. The series will provide CMOs and business
executives with a deeper understanding of the strategies
and tactics required to deliver a superior end-to-end
customer experience.
Register at cmoeducationseries.com
What will you learn?
By participating in this Executive Education Series,
you will gain invaluable knowledge and insights into
marketing’s role in the customer experience. Each
session will arm you with actionable information that
you can use to formulate and implement strategic
marketing and customer experience initiatives across
your organization.
When and where will the Education
Series take place?
Each month, a session will take place at an exclusive
ClubCorp country club in the DFW Metroplex and
will be held from 11:30 a.m. to 1:00 p.m. All sessions
are complimentary.
Executive Education Series
What is the format?
Each session is 90-minutes and is uniquely designed
to provide participants with the perfect combination
of market research, educational insights and peerto-peer learning opportunities. Because the sessions
take place over the noon hour, lunch will be provided.
What if I can’t attend
every session?
The more sessions you attend, the more knowledge
and expertise you will gain over the course of the year.
However, the curriculum and format for each session
has been constructed to serve as a stand-alone
learning experience. We encourage you to review your
calendar and reserve a spot for as many sessions as
your schedule will permit.
Register at cmoeducationseries.com
CULTURE
SALES PROCESS
CONTENT
CAMPAIGNS
VIDEO
POST-PURCHASE
ACQUISITION
CUSTOMER SERVICE
SOCIAL
RETENTION
EMPLOYEES
WORD-OF-MOUTH
CHANNELS
DIFFERENTIATION
MESSAGING
POSITIONING
SELF-SERVICE
LOYALTY
Curriculum Review
We understand your schedule is extremely busy and
that you are presented with numerous education and
learning opportunities. That is why we have prepared
an entire year of highly engaging executive-level
educational sessions that you can plan to attend
well ahead of time. The following pages include
the date, location, topic, curriculum abstract and
subject matter expert profiles for each session. This
will enable you to select the sessions that are of the
greatest interest to you.
Register at cmoeducationseries.com
31
The CMO and
Marketing’s Role in the
Customer Experience
11:30 a.m. - 1:00 p.m.
Gleneagles Country Club
5401 West Park Boulevard, Plano, TX 75093
Curriculum Highlights:
Over the next three-to-five years, 75 percent of marketers
say they will be responsible for the end-to-end customer
experience. To be successful, CMOs and other executives
must have a deeper understanding of the strategies
and tactics required to deliver a superior customer
experience. During this session, you will learn how
marketing’s role must change in the organization, how
marketers must extend their reach into the customer
experience, and as a result, how leading executives are
reimagining the CMO’s job description.
Learning Objective:
Participants will walk away from this session with the
context and understanding they need to make material
changes to the role marketing plays throughout the
customer experience.
Executive Education Series
Subject Matter Expert:
James O’Gara
CEO / Founder
James O’Gara is the chief executive officer and
founder of OnMessage — a messaging infusion
company with a proven model for helping companies
develop a clear, compelling and consistent message.
O’Gara founded OnMessage in 2001 and has
grown the company throughout the most turbulent
economic decades in recent history. O’Gara has
extensive experience formulating profitable demand
generation, brand management and go-to-market
messaging strategies for a wide range of products
and services. His proven ability to decipher complex
business models, products and services, and quickly
define effective messaging, marketing and customer
experience strategies, set him apart in his field.
Register at cmoeducationseries.com
28
Capturing Customer Data
and Insights that Elevate the
Customer Experience
11:30 a.m. - 1:00 p.m.
La Cima Country Club
5215 North O’Connor Boulevard, Irving, TX 75039
Curriculum Highlights:
The data set that truly drives the customer experience
starts with understanding the customer’s desires, needs,
challenges and decision-making drivers. Do you need
big data to capture these insights? Maybe. Maybe not.
During this session, you’ll gain insight into the customer
experience data that really matters and how it can be
leveraged to improve the customer buying process and
journey. You’ll also learn about research techniques
that can be used to capture an accurate Voice-of-theCustomer (VOC) and how the insights will help you create
a differentiated customer experience.
Learning Objective:
Participants will leave with a deeper understanding of the
customer research methods and data they need to create
a more engaging and compelling customer experience.
Executive Education Series
Subject Matter Expert:
Cinnamon Perryman
Messaging Engagement Director
Leveraging decades of experience in global
communications strategy through her own
consulting firm and management positions at
Arthur Andersen and BearingPoint, Cinnamon
Perryman is an expert in go-to-market strategy
formulation, messaging and positioning. Perryman
is passionate about working with executive teams to
develop winning strategies for complex businesses.
She provides executives with the strategic insight
they need to competitively position their company
and develop a clear, compelling and consistent
corporate message.
Register at cmoeducationseries.com
Corporate Messaging as a
Competitive Advantage in
the Customer Experience
11:30 a.m. - 1:00 p.m.
Gleneagles Country Club
5401 West Park Boulevard, Plano, TX 75093
Curriculum Highlights:
A recent McKinsey study revealed the number one trait of
companies that succeed in delivering a superior customer
experience is the ability to develop and deliver a clear,
consistent corporate message. This is easier said than
done. The customer experience has forever changed.
Mobile computing, social media, content marketing and
technology have transformed the way customers engage
with your company and consume your story. Customers
expect messaging continuity and consistency from one
phase of their journey to the next. This session will help
you leverage corporate messaging as a strategic advantage
and provide you with proven methods for developing and
delivering a clear, compelling and consistent corporate
message throughout the customer experience.
Learning Objective:
Participants will understand how to implement new
corporate messaging development and delivery
processes that align with today’s buyer journey and
customer experience.
Executive Education Series
Subject Matter Expert:
Chi Nguyen
Managing Director / Corporate Messaging and
Organizational Change
Chi Nguyen provides executives with the strategic
insight and direction they need to competitively
position their company and develop a clear,
compelling and consistent corporate message.
In addition, Nguyen leads the OnMessage
organizational change team to implement
messaging training and education programs
that transform the way companies bring their
story to life throughout the customer experience.
Leveraging years of experience in brand research
and positioning, Nguyen provides executives with
the leadership and expertise they need to utilize
corporate messaging as a strategic advantage in
the marketplace.
Register at cmoeducationseries.com
Establishing Executive Alignment
and Priorities Around the
Customer Experience
11:30 a.m. - 1:00 p.m.
Brookhaven Country Club
3333 Golfing Green, Farmers Branch, TX 75234
Curriculum Highlights:
When marketing executives in North America were
asked to rank the most important attributes of customer
centricity, having a senior management team committed
to understanding the needs and behaviors of the customer
landed in the top spot. Functional alignment and support
of a holistic customer experience strategy ranked a close
second (CMO Council Report). Aligning your go-to-market
strategy, business goals, and corporate messaging and
positioning with the customer experience is vital. In this
session, you’ll learn how leading organizations are creating
greater alignment in the C-suite and ensuring leaders across
the organization have a clear understanding of the role every
employee plays in bringing the corporate message and
brand promise to life in the customer experience.
Learning Objective:
Participants will understand how to drive strategic alignment
across the executive and leadership team with respect to
customer experience priorities and how the corporate story
is brought to life.
Executive Education Series
Subject Matter Expert:
James O’Gara
CEO / Founder
James O’Gara is the chief executive officer and
founder of OnMessage — a messaging infusion
company with a proven model for helping companies
develop a clear, compelling and consistent message.
O’Gara founded OnMessage in 2001 and has
grown the company throughout the most turbulent
economic decades in recent history. O’Gara has
extensive experience formulating profitable demand
generation, brand management and go-to-market
messaging strategies for a wide range of products
and services. His proven ability to decipher complex
business models, products and services, and quickly
define effective messaging, marketing and customer
experience strategies, set him apart in his field.
Register at cmoeducationseries.com
JULY
21
Driving Organizational
Alignment in Support of
the Customer Experience
11:30 a.m. - 1:00 p.m.
Stonebriar Country Club
5050 Country Club Drive, Frisco, TX 75034
Curriculum Highlights:
Today’s workforce is very different from years past. Employees
want to work for a higher purpose, not just higher profits.
The cornerstone of an organization’s purpose is rooted in
the company’s Vision, Mission and Values (VMV) System.
However, many companies either don’t have a meaningful
VMV System, or they have not done a good enough job of
infusing it into their company and culture. In this session,
you’ll gather best practices for formulating a clear, compelling
and consistent VMV System for your business, and discover
techniques for using it to create a more unified, highperforming workforce. You’ll also learn how innovative
marketers are transforming the customer experience through
disciplined and sustained organizational change programs
that ensure employees are able to bring the story to life in
daily work activities.
Learning Objective:
Participants will gain a deeper understanding of their culture,
and learn how to design and deploy a VMV System that will
deliver results and drive a clear, compelling and consistent
corporate message throughout the customer experience.
Executive Education Series
Subject Matter Expert:
Lindsey Reyes
Director / Internal Communications and Organizational Change
Lindsey Reyes works with executives across a
wide-range of industries. Reyes’ formal education
and hands-on experience enable her to devise
organizational strategies that deliver real business
results. Reyes brings a dynamic element of
innovation and creativity to the conventional
theories of organizational development and change,
which she leverages to help organizations realize
their full potential through communications and
engagement. Her experience designing and
implementing organizational training, education
and internal communications strategies are
invaluable to executives that want to make culture
a competitive advantage in the marketplace.
Register at cmoeducationseries.com
AUGUST
18
Extracting Business Value
From all Three Phases of the
Customer Experience
11:30 a.m. - 1:00 p.m.
The Clubs of Prestonwood - The Creek Clubhouse
15909 Preston Road, Dallas, TX 75248
Curriculum Highlights:
There are three critical phases of the customer experience
that truly define success or failure. Those phases are:
self-service, sales process and post-purchase. The number
one trait of companies that deliver a superior customer
experience is the ability to develop and deliver a clear,
consistent corporate message throughout all three phases.
During this session, you’ll learn how to deliver consistent
messages that create memorable moments in each phase
of the customer journey. You’ll also learn how to use these
moments to increase audience engagement, customer
conversion, retention and loyalty.
Learning Objective:
Participants will walk away with insights and methods
for aligning their corporate story and achieving
greater connectivity across all three phases of the
customer experience.
Executive Education Series
Subject Matter Expert:
James O’Gara
CEO / Founder
James O’Gara is the chief executive officer and
founder of OnMessage — a messaging infusion
company with a proven model for helping companies
develop a clear, compelling and consistent message.
O’Gara founded OnMessage in 2001 and has
grown the company throughout the most turbulent
economic decades in recent history. O’Gara has
extensive experience formulating profitable demand
generation, brand management and go-to-market
messaging strategies for a wide range of products
and services. His proven ability to decipher complex
business models, products and services, and quickly
define effective messaging, marketing and customer
experience strategies, set him apart in his field.
Register at cmoeducationseries.com
SEPTEMBER
15
Infusing Face-to-Face
Marketing Activities into
the Customer Experience
11:30 a.m. - 1:00 p.m.
Gleneagles Country Club
5401 West Park Boulevard, Plano, TX 75093
Curriculum Highlights:
With all the talk about digital, social and mobile — you’d
think face-to-face marketing was going away. Nothing
could be further from the truth. Just last year, B2B
marketers allocated almost 15 percent of their budgets
to in-person trade shows, conferences and events. In
this session, you’ll discover best practices for creating a
highly connected and cohesive online / offline customer
experience. You’ll see how leading companies are fully
integrating face-to-face marketing into the customer
journey and infusing strategic corporate messaging into
the event experience.
Learning Objective:
Participants will learn how to fully infuse their face-toface marketing experiences with the story consumed
throughout the customer journey.
Executive Education Series
Subject Matter Expert:
Danielle Daghita
Face-to-Face Marketing Strategist
Danielle Daghita works with marketing and business
executives to align their corporate messaging and
face-to-face marketing strategies. As the lead
strategist of the OnMessage Face-to-Face line of
business, Daghita plays a critical role in helping
clients formulate integrated event marketing
strategies that generate a cohesive and connected
customer experience. Daghita has extensive
experience developing, managing and executing
engaging and memorable corporate marketing event
experiences. Daghita’s primary focus is ensuring
a clear, compelling and consistent message is
delivered throughout the customer journey.
Register at cmoeducationseries.com
OCTOBER
13
The Role Thought Leadership
Content Plays in the
Customer Experience
11:30 a.m. - 1:00 p.m.
Las Colinas Country Club
4400 N. O’Connor Road, Irving, TX 75062
Curriculum Highlights:
Every marketing executive is focused on content. However
not every marketer is securing a return on their content
marketing investment or leveraging it to deliver a more
compelling customer experience. The recipe for success
is to develop and deploy thought leadership content that is
strategically aligned with your company’s messaging and
positioning. During this session, you’ll learn how to leverage
deep customer insights, determine content consumption
preferences, and develop a documented messaging
platform to establish meaningful thought leadership
positions that drive the creation of highly relevant and
meaningful content that maximizes audience engagement.
Learning Objective:
Participants will be provided with a thought leadership
roadmap that is designed to intentionally extend and amplify
the company’s message and position in the marketplace.
Executive Education Series
Subject Matter Expert:
Anne Warren
Director / Strategic Content Development
Anne Warren puts more than 30 years of strategic
content development experience to work to drive
business results for both domestic and global
companies. From thought leadership and brand
storytelling strategies to social media and demand
generation content, she helps marketing executives
maximize audience engagement and accelerate
business growth through highly effective content
strategies. Warren’s extensive and notable expertise
in a variety of disciplines anchors her ability to
deliver meaningful content that resonates at every
touchpoint along the customer journey.
Register at cmoeducationseries.com
NOVEMBER
10
Managing Multichannel
Messaging in the
Customer Experience
11:30 a.m. - 1:00 p.m.
Stonebriar Country Club
5050 Country Club Drive, Frisco, TX 75034
Curriculum Highlights:
Marketing executives are faced with the daunting
challenge of delivering a compelling and cohesive
customer experience. This has become more difficult
in recent years as messaging is distributed across more
channels, to both internal stakeholders and external
partners. During this session, you’ll uncover best
practices that drive messaging development processes
and ensure consistent messaging delivery across critical
touchpoints in the customer journey.
Learning Objective:
Participants will gain the knowledge and processes they
need to drive corporate messaging consistency across
critical channels and touchpoints — ultimately, creating a
more compelling customer experience.
Executive Education Series
Subject Matter Expert:
Chi Nguyen
Managing Director / Corporate Messaging and
Organizational Change
Chi Nguyen provides executives with the strategic
insight and direction they need to competitively
position their company and develop a clear,
compelling and consistent corporate message.
In addition, Nguyen leads the OnMessage
organizational change team to implement
messaging training and education programs
that transform the way companies bring their
story to life throughout the customer experience.
Leveraging years of experience in brand research
and positioning, Nguyen provides executives with
the leadership and expertise they need to utilize
corporate messaging as a strategic advantage in
the marketplace.
Register at cmoeducationseries.com
DECEMBER
08
The Critical Role Sales and
Marketing Partners Play in the
Customer Experience
11:30 a.m. - 1:00 p.m.
Tower Club
1601 Elm Street, Dallas, TX 75201
Curriculum Highlights:
The marketing partner ecosystem has exploded.
Almost every company has invested in multiple sales
and marketing partnerships to facilitate messaging
development, delivery and engagement throughout the
customer experience. Partners help manage branding,
technology, public relations, digital communications,
content, sales enablement, event marketing and more.
How can you ensure these partners are on the same
page? How can you efficiently and effectively manage the
development and delivery of your message throughout
the customer experience? Attend this session and you’ll
learn how leading marketing executives are navigating
the challenge of managing messaging development and
delivery through a constantly growing partner ecosystem.
Learning Objective:
Participants will be provided with a formal process to drive
corporate messaging alignment across different partners
and providers in their sales and marketing ecosystem.
Executive Education Series
Subject Matter Expert:
Cinnamon Perryman
Messaging Engagement Director
Leveraging decades of experience in global
communications strategy through her own
consulting firm and management positions at
Arthur Andersen and BearingPoint, Cinnamon
Perryman is an expert in go-to-market strategy
formulation, messaging and positioning. Perryman
is passionate about working with executive teams to
develop winning strategies for complex businesses.
She provides executives with the strategic insight
they need to competitively position their company
and develop a clear, compelling and consistent
corporate message.
Register at cmoeducationseries.com
About the Sponsor
OnMessage is a messaging infusion company with a
proven model for helping organizations develop a clear,
compelling and consistent corporate message. Our
methodology aligns your company’s strengths and true
points of difference with customer needs to create a
messaging platform that elicits optimal engagement
throughout the customer experience. This methodology,
when combined with OnMessage organizational change,
sales enablement, content development and brand
integration services, enables organizations to achieve
a higher return on every connection they make. To learn
more about OnMessage visit itsonmessage.com.
Executive Education Series
FUTURE OF THE
Executive Education Series
To register for the series or for individual
sessions, visit cmoeducationseries.com.
cmoeducationseries.com