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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