2014 Sales and Marketing Summit


Monday, June 9, 2014 / Opening Day
  • 12:00 - 7:30p
  • Registration Open
  • 1:00 - 4:00p
  • CIO/CMO Collaboration Share Group; Sponsored by: SAP America

    The New Omni-channel Mandate
    How everything has changed in Consumer Products

    Today's highly connected consumers demand experiences that adapt to their mode of purchasing and shopping. This opens the door for a new Omni-channel customer-centric approach over channel-specific processes. Success now depends on real-time views of customers, inventory, and data to build an intimate understanding of their commerce behavior. This workshop will be a highly interactive session with an expert panel to help navigate thru the opportunities and challenges in this new Omni-channel world. This share group will discuss key topics from how to make the case for Omni-channel to how to build capabilities across touch-points to how to deliver a branded, seamless experience for consumers and shoppers and how this impacts both brand value and brand loyalty. Our panelist will also share their insights (and tips) on how they drove successful brand outcomes through integrating online shopper insights.

    Contact Albert Guffanti, aguffanti@edgellmail.com to reserve your seat at this private meeting. For Consumer Goods Executives Only.

    TPM Share Group; Sponsored by: Strategy&

    Next Generation Planning: The Customer Planning Landscape

    Join Strategy& (formerly Booz & Co.) who will overview and detail software platforms instrumental in shaping and driving the revolution in Analytics-based Planning. It’s an exciting time as software providers increase their investments and focus on the space, attempting to increase insights into consumer and customer behavior through analytics. Join the Strategy& team as they present a no-holds barred assessment of the software providers—leveraging their status as an ‘honest broker’ who can and will provide candid assessments of the strengths, weaknesses and probable future directions of both major and boutique players in the TPM space.

    Contact Michelle Mauro mmauro@edgellmail.com to reserve your seat at this private meeting. For Consumer Goods Executives Only.

    Downstream Data Share Group;

    Sponsored by: Retail Solutions

    The Promise of Big Data Realized: Converting Data into Real-Time Intelligence for Business Gain

    What if you could combine sophisticated retailer downstream data transformed into scientific out-of-stock alerts with local intelligence and serve it to field and sales operations teams on a mobile device for immediate response, remediation and reporting? How can we innovate and use Crowdsourcing and new forms of outreach for the analytics we have today?

    We will take an in-depth look at the use of crowdsourced, real-time intelligence gathering and alerting -- what it means, how it's used today and the real-world benefits that are being achieved. This will be followed by a group discussion about in-store retail execution challenges and new approaches to solving these age-old problems, ROI, optimizing available workforce resources to avoid unnecessary overhead, and more.

    Contact Michelle Mauro mmauro@edgellmail.com to reserve your seat at this private meeting. For Consumer Goods Executives Only.

  • 4:15 - 5:45p
  • Speed Networking

    Facilitator: John Wilkinson, CEO, Thoughtwav Inc.

  • 4:30 - 5:45p
  • Thought Leadership Workshop

    * Open to Consumer Goods Executives Only - Registration Required.

    Leverage Microsoft’s PowerBI and Action-based Analytics Templates to Improve Retail Sales by 8 - 20%

    Methodology: Sense - Shape – Measure – Repeat

    Workshop Leader: Jennifer Beckett, Vice President, Sales & Marketing, Retail Velocity

    During this session, we’ll walk you through the basics of leveraging the new Microsoft PowerBI stack to identify the common lost sales opportunities that cost CPGs anywhere from 8 – 20% of their sales every day. We’ll review the best practices for identifying and eliminating the root causes causing CPGs to lose sales by optimizing retailer replenishment processes, identifying retail execution gaps and/or applying social/digital media actions. Our focus will be on systemic fixes that are long-term with the goal of eliminating temporary fixes that will reappear. Key areas will include Phantom Inventory, Overstocks and Lost Sales that may be easily overlooked.

    In building this Excel® Demand Control™ Center, you’ll learn about Excel’s new PowerBI (PowerPivot, PowerView and PowerMap) capabilities and some best practice analytics processes that will catapult you over your competition.
    If you have Office 2013 or Office 365, you will be able to work along with us in this workshop. Office 365 is available for a free 30 day trial. Sample demo Retail Velocity databases will be distributed prior to the session to registered attendees. Registration is required and is open to CPG manufacturers only.

  • 6:00 - 7:30p
  • Welcome Cocktail Reception
  • Evening
  • Sponsor Dinners
Tuesday, June 10, 2014/ First Day of Sessions
  • 7:30a - 5:25p
  • Registration Open
  • 7:30 - 8:30a
  • * Networking Breakfast
    * Editorial Advisory Board Breakfast (private)
  • 8:30 - 8:40a
  • Opening Comments
    * Kara Romanow, Executive Editor, CGT
    * Albert Guffanti, Publisher, CGT
  • 8:40 - 9:30a
  • Opening Keynote Address
    Stop Marketing: Start Engaging

    Keynote Speaker: Scott Stratten, President, Un-marketing; Author, UnMarketing: Stop Marketing, Start Engaging

    This must-see session will feature Scott Stratten, national best-selling author and expert in Viral, Social and Authentic marketing. As the CG industry brings marketing and IT closer than ever, Stratten will talk about what it takes to successfully engage consumers when time is of the essence, authenticity is key, and consumers, armed with technology, can call your bluff for the world to see.

  • 9:35 - 10:25a
  • General Session #1
    The CMO/IT Alliance

    Speaker: Michael Senackerib, Sr. Vice President & Chief Marketing Officer, Campbell Soup Company

    Technology advancements are creating dramatic changes to marketing. The accessibility of communication, availability of purchasing, and changes in consumer expectations mean companies must engage across a digital ecosystem driven by consumers. This session will use real life examples to illustrate the new consumer landscape and how the critical alliance between Marketing and IT drives growth.

  • 10:25 - 11:00a
  • Networking Coffee Break
  • 11:00 - 11:50a
  • General Session #2
    What Is Keeping Marketers Up at Night and Why IT is Part of the Solution

    Speaker: Valeria Maltoni, Vice President, Digital Strategy, PM Digital

    Marketers are increasingly getting more technology budgets because through analytics they are closing the gap on accountability and have the advantage of proximity to the customers. Marketers who partner with IT (and vice versa) strengthen their position by bringing to bear the full force of resources and skillsets/experience in their collaboration. In this session “conversation agent” Valeria Maltoni will examine why successful and effective marketing now and going forward will require collaboration and coordination with IT and why the digitally connected consumer makes that the #1 imperative for marketing success. Attend this session to gain a better understanding of how to connect with customers as we wrestle with the moving line between physical/virtual, individual/social, and private/public to grow your business.

  • 11:50a - 12:00p
  • CMO of the Year Award Presentation
  • 12:00 - 1:15p
  • Networking Luncheon with Topic Tables
  • 1:15 - 2:05p
  • General Session #3
    Sales & Marketing Report

    Moderator: Simon Ellis, Practice Director, Supply Chain Strategies, IDC Manufacturing Insights

    1) William Brunt, Sr. Vice President, Marketing, Smithfield Foods Inc.
    2) Frank Dravis, CIO, Organic Valley Farms
    3) Cara Taylor, Fmr. Vice President, Finance, Sony Pictures Home Entertainment

    CGT and IDC Manufacturing Insights reveal findings from our annual Sales & Marketing Study, which provides insight and perspective into emerging customer and consumer-facing strategies. To add real-world context to the findings, this session will also feature a panel discussion with executives from leading consumer goods companies.

  • 2:10 - 2:55p
  • Concurrent Sessions - Set #1

    1-A: Bridging the Islands of Trade Promotion Management

    Speaker: Kevin Brown, CIO, Daisy Brand Inc.

    Next to cost of goods, consumer goods companies’ biggest investment is trade promotion. Executing on the fundamentals to get a return of roughly 20% of revenue is critical. In trade promotion there are many process and data management gaps that create islands of opportunity. This session will explore how one company has bridged those gaps and will include lessons learned along the way.

    1-B: Big Data Decision Points and Readiness Factors

    Speaker: Bart Sarver, Fmr. Senior Director, Business Data and Analytics, Pepsico

    If you are like many companies in the 2014 data space, you definitely have a stake in the Big Data journey. Moving your organization from traditional analytical data warehousing and operational data/reporting to emerging trends and technologies that encompass broad and complex data is an expanding area of opportunistic growth. Participate in this interactive session to discuss and explore key decision points and readiness factors for you and your enterprise to consider in order to begin addressing Big Data challenges with session host Bart Sarver, former senior director of data and analytics with Pepsico.

  • 2:55 - 3:30p
  • Networking Coffee Break
  • 3:30 - 4:15p
  • Concurrent Sessions - Set #2

    2-A: Measuring Retail Execution through Crowdsourcingn

    Speaker: Patrick Libonate, Commercial Marketing Director: On-Premise & Draught, Heineken USA

    Like other CG companies, Heineken USA was struggling with promotional compliance at retail. Decisions were made off assumptions rather than fact, making true ROI calculations impossible. With a new initiative that uses crowdsourcing as a dynamic component, Heineken USA addressed this retail execution shortcoming and results at the end of year one are striking. This session will explore the dynamics of promotion compliance and explain how crowd sourcing has been leveraged to enable substantial improvements in speed and scale of retail execution.

    2-B: Leveraging Data & Insights at Kellogg

    Speaker: Joe Wright, Sr. Director, Business Insights & Reporting, KUSA Sales, Kellogg Company

    You can learn a lot from history and data shows that trends don't change that dramatically. However, there are key events and macro factors that can cause a "blip" to the trend lines. There are many key insights that enable organizations to understand what happened and what potentially could happen. Learn how Kellogg has leveraged these key insights to develop assumptions to develop In-Market forecast.

  • 4:20 - 5:05p
  • Concurrent Sessions - Set #3

    3-A: Thought Leadership Session
    Developing and Managing Winning Promotions

    1) Roch Boucher, Global Innovation Director TI&P Information Technology, Unilever
    2) Paul Gottsegen, Chief Marketing & Strategy Officer, Mindtree

    The new realities of trade promotion management in the consumer goods world require different strategies and the right technology choices to maximize promotion spend. This session will define what success looks like in the new landscape, provide best practices, advise how to overcome challenges, and debunk common myths associated with TPM in developed and emerging markets.

    3-B: Thought Leadership Session
    Winning in a Connected World: What's Next?

    1) Sloan Broderick, Managing Director, Accenture Digital
    2) Hyo Yeon, President, Fjord

    Today’s consumers have higher expectations around value and utility, operate effortlessly in a connected world, and have ever-lower tolerance for marketing noise. How can CPGs keep up – and stay ahead of – this rapidly evolving environment? Accenture Digital Managing Director, Sloan Broderick, and Fjord President, Hyo Yeon, will explore two major trends that are impacting organizations now and into the future: the blurring of products into services as well as connected environments. They will address specific challenges and opportunities for CPGs and how to organize and operationalize around these trends. Join us for an interactive discussion on rethinking ecosystems and innovating existing conventions.

  • 5:10 - 5:55p
  • Concurrent Sessions - Set #4

    4-A: Thought Leadership Session
    How Do Your Promotions Compare with Best-in-Class?
    Presenter: Richard Hall, SVP, Trade Promotions, Nielsen

    A new Nielsen study examines the performance of price and promotions across US markets in food, drug, mass and dollar by product and category. Leveraging comprehensive market-wide data and cutting-edge analytics, the study’s findings reveal insights on how to optimize trade programs by comparison with best-in-class to increase profitable growth and deliver efficiency of trade spend. Learn what companies are doing with their best-in-class trade promotions and how you can optimize your trade programs accordingly.

    4-B: Thought Leadership Session
    Going Digital: Driving Profitable Growth

    Session Host: Prateek Sinha, Associate Partner - Retail, CPG & Logistics, Consulting & Systems Integration, Infosys

    1) Brian Bolten, Head of Strategy Engagements, eBay
    2) Harris Fogel, Vice President & Global Lead, Mobility Center for Excellence - Consumer Products, SAP
    3) Bernard Goor, Vice President, Process and Consumer Goods Industries, Oracle

    There is a clear shift in the preferences and behavior of consumers towards Digital. No wonder that most CPG companies have also shifted their investments towards knowing and engaging with the consumer across multiple channels of interaction. But driving profitable growth needs more than that. Where do CPG companies direct their Digital investments? Is it Marketing, Sales, e-commerce, Supply Chain, Manufacturing, Sourcing, Organization Enablement or Emerging Markets? KNOW.ENGAGE.PROFIT clearly needs a much broader value chain view of the power of Digital. Join our panel of industry experts to learn from the experiences of leading organizations on some of the significant Digital initiatives that have delivered value for them.

  • 6:30 - 7:30p
  • Networking Reception Offsite: "Upstairs at the Kimberly"
  • Evening
  • Sponsor Dinners
Wednesday, June 11, 2014/ Closing Day
  • 7:30a - 12:25p
  • Registration Open
  • 7:30 - 8:30a
  • Networking Breakfast
  • 8:30 - 8:35a
  • Day Two Opening Comments
    Executive Council Members
    Michael Forhez, Director, Consumer Products & Retail, Perficient and Jon Harding, CIO, Conair
  • 8:35 - 9:25a
  • Day Two Keynote
    Wall Street's Perspective

    Moderator: Anthony Bigornia, Director, Global Consumer Products Industry Solutions, IBM

    1) Jonathan P. Feeney, Principal, Athlos Research
    2) April Scee, Managing Director, Consumer Analyst, BTIG LLC
    3) Linda Bolton Weiser, Sr. Analyst, Consumer Products, B|Riley
    4) Andrew P. Wolf, Managing Director, BB&T Capital Markets

    One of our most popular sessions, this insightful discussion will feature influential Wall Street analysts who will divulge which consumer goods companies are building profitable brands and partnerships within the industry and touch upon the keys to their success.

  • 9:30 - 10:20a
  • General Session #4
    IT & Sales: A Success Story

    1) Keith LaFrance, Vice President, Sales Operations & Global Capabilities, Johnson & Johnson
    2) Kevin Puppe, Sr. Director, IT, Johnson & Johnson

    This session will focus on a truly successful story of sales and IT working together at Johnson & Johnson. Our speakers will explain how the organization has been structured within Sales Operations and IT to create a partnership that identifies opportunities and puts together action plans and resources to accomplish objectives very quickly. The session will begin with specific business examples, focusing on their success and value to the organization, and will then move into a deeper dive of how the sales and IT organizations interface and scale best practices across the organization.

  • 10:20 - 10:40a
  • Networking Coffee Break
  • 10:40 - 11:30a
  • Closing Keynote
    The CMO Perspective: Leveraging Technology and Innovation for Better Decision Making and Customer Engagement

    Host: Pete Krainik, Founder & CEO, The CMO Club

    1) Evan Greene, Chief Marketing Officer, The Recording Academy (The GRAMMYs)
    2) Babs Rangaiah, Vice President, Global Media Innovation & Ventures, Unilever

    To close out this year’s Summit on theme, Pete Krainik, Founder and CEO of the CMO Club sits down with top CMOs from within the Consumer Goods industry and from outside (the GRAMMYs) to gain their perspectives on a wide range of marketing, branding, and marketing-IT issues facing companies today.

  • 11:30a
  • Summit Closing Comments