Fall 2016 Agenda

Sunday, October 23, 2022
2:00 PM - 7:00 PM Forum Registration
2:30 PM - 4:00 PM Leadership Roundtables

  • Changing the Culture - Working with the Executive Team on Changing Needs in the Digital Age
  • Developing Agile Measurement for Marketing Investments
  • Aligning IT and Marketing Teams to Build Business Value
4:15 PM - 4:45 PM BE Introduced: Speed Networking Introductions
Time for some fun! These quick 2-3 minute conversations with other attendees, vendors and BE staff is guaranteed to help you make new connections and expand your network.
5:00 PM - 5:30 PM Attendee Welcome & Orientation
5:30 PM - 6:00 PM Leaving a Lasting Impact
This workshop will introduce you to a new form of presentation visualization and design offering an energetic blend of teaching, practical exercises and discussion. The session covers in detail the critical thinking and array of design and analytical choices available at each stage of the design process as well as an opportunity to see the design process for concept solutions used by Prezi Designers.
The session will have a heavy emphasis on the importance of :

  • Visual communications that leave a lasting impact
  • Clear messaging that delivers value to the receiver
  • Creating a competitive advantage through effective positioning

Presented by: Wesley Hennings, Global Customer Success Training Manager at Prezi

6:15 PM - 7:00 PM 2016 Imperatives to Help You Win in the Age of the Customer
Accept it: your customers - empowered by technology - now know more than ever before about your company’s products and services, pricing, and reputation. Your competitors can more easily imitate you, or undermine the moves you make to compete. The only way to win, serve, and retain customers is to become customer-obsessed. Join Sheryl Pattek, Vice President & Principal Analyst serving CMO professionals at Forrester Research, to learn how to put customer obsession at the center of your business and marketing strategy.You’ll learn how to:
1. Transform the customer experience with a systematic, measurable approach
2. Accelerate your digital business future to deliver greater agility and customer value
3. Embrace the mobile mind shift to serve customers in their moments of need
4. Turn data into business insights to continuously improve your efforts
7:00 PM - 9:00 PM Welcome Reception - Casino Night!
Monday, October 24, 2016
6:00 AM - 6:30 AM Morning Fun Run/Jog/Walk!
7:15 AM - 8:10 AM Marketing Roundtable Breakfast
Discussions around pressing marketing technology concerns and best practices.

  • Best Practices in the Customer Journey: Experience, Engagement, & Acquisition
  • Best Practices in Content Curation, Communication Strategy & Social Listening
  • Best Practices in Predictive Analytics, Automation, & Cognitive Marketing
  • Best Practices in Account-Based Marketing (ABM)
  • Best Practices in Sales Enablement, CRM, and Improving Collaboration
  • Best Practices in Successfully Partnering With Marketing Technology Services
8:10 AM - 8:50 AM BEx Presentations

Ten-minute snapshots from IT leaders in the midmarket on real world issues and how they are finding new ways to innovate.

9:00 AM - 9:30 AM Boardroom Introductions
9:30 AM - 10:40 AM Boardroom Sessions

Customized groups of marketing leaders with matching objectives and interests gather in boardrooms to jointly evaluate marketing solutions presented to the group that align specifically with their needs.

10:40 AM - 11:00 AM Morning Coffee Break
11:00 AM - 12:10 PM Boardroom Sessions
12:15 PM - 12:30 PM Marketing Executive Boardroom Debrief Part 1
Openly discuss thoughts, opinions and experiences on the technologies presented in your boardroom group so far. [Marketing Executive attendees only]
12:30 PM - 1:30 PM Lunch
1:35 PM - 2:20 PM The End of Customer Empowerment - Presented by CEB
Speaker: Shelley West Customers today enjoy the benefits of more information, more choice, and more people to help make decisions. But in reality, those apparent advantages often work against buying groups, creating a painful purchase experience. In this session we explore the double-edged sword of “more.”
 2:45 PM - 4:35 PM Boardroom Sessions
 4:40 PM - 4:55 PM Marketing Executive Boardroom Debrief Part 2
Openly discuss thoughts, opinions and experiences on the technologies presented in your boardroom group this afternoon. [Marketing Executive attendees only]
 5:00 PM - 7:00 PM One-to-Ones and Reception
Tuesday, October  25, 2016
7:15 AM - 8:15 PM Breakfast
8:15 AM 9:00 AM How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage

Presented by: Laura Patterson, President, VisionEdge Marketing

It’s easy to collect data without insight, but to gather insight without data is next to impossible. Big Data continues to trend because companies believe it will help them deliver a competitive advantage. While the importance of Big Data is well known, many organizations experience problems when attempting to translate data into the insights needed to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy.

Using real-life examples, in this presentation, attendees will:

  • Understand how to collect relevant data.
  • Learn how to properly evaluate data and transform it into actionable insights.
  • Use information to create data-driven business decisions.


9:10 AM - 10:20 AM Boardroom Sessions
10:20 AM - 10:40 AM Morning Coffee Break
10:40 AM - 11:50 AM Boardroom Sessions
11:55 AM - 12:10 PM Marketing Executive Boardroom Debrief Part 1
12:15 PM - 1:15 PM Lunch
1:20 PM - 3:10 PM Boardroom Sessions
3:15 PM - 5:15 PM One-to-Ones and Reception
5:20 PM - 5:50 PM Marketing Executive Boardroom Debrief Part 2
6:00 PM - 6:30 PM Closing Session presented by CEB

Unlocking Digital Marketing Potential
Speaker: Vivek Swaminathan

IT wants to support digital marketing innovation, but not at the expense of enterprise priorities. The hype around digital marketing overestimates likely technology spending by CMOs, and more importantly, misrepresents what CMOs really want.

CMOs want to experiment with digital marketing capabilities to build brand relevance, influence pre-sales decisions, and shape customer loyalty—and they want these experiments to be fast. To that end, our cross-functional research provides a unique vantage point for understanding CMO objectives and the support marketers need from CIOs and IT.

cast shadow object tests

6:30 PM - 7:00 PM Industry Roundtables
Marketing Best Practices in Banking/Financial/Business Services
Marketing Best Practices in Construction/Engineering/Scientific
Marketing Best Practices in Education
Marketing Best Practices in Healthcare
Marketing Best Practices in Manufacturing
Marketing Best Practices in Retail
Marketing Best Practices in Technology
7:30 PM - 10:00 PM Cocktail Reception & Awards Dinner - Mardi Gras theme!

Agenda Descriptions


The Opening Keynote, to be delivered by an innovative thought leader with years of experience in an area of expertise, will set the stage and drive the energy for the remainder of the Forum.


The General Session will precede the Boardrooms on Tuesday morning following breakfast.


Peer exchange sessions are topical discussions for the purpose of exchanging ideas and experiences among the midmarket technology executives.


Walt Carter - CIO, Primary Capital Mortgage
Presented by Walt Carter - CIO, Primary Capital Mortgage

For last several years (4+), Walt has worn both the CIO hat and the CMO hat at two nation-wide providers of mortgages. The talk will be focused on the natural tensions between IT with the need for tight change control and marketing with the need for speed to market and feedback mechanisms. Walt will share his experiences and provide some insights from the perspective of one who owns both functions.

With more than twenty-five years in technology leadership roles, Walt specializes in technology visionography. Prior to joining Primary Capital Mortgage in April 2015, Walt’s team at Generation Mortgage received glowing press from the New York Times, the Wall Street Journal, Kiplinger’s, Bloomberg and MarketWatch for innovative use of technology as a key differentiator for the company. A proven technology executive, Walt is adept at working through complex business challenges and has successfully implemented several enterprise-wide packaged software solutions. Walt is frequently asked to speak to professional groups on the topics of leadership, governance, risk management and compliance.

After earning a BS in Physics from Guilford College, he began his career as a technical officer in the US Air Force, and over the years he has served in a variety of technology leadership roles with companies such as Fidelity, Gannett, BDM, and TRW. Walt earned a Master’s degree in Public and Private Administration from Central Michigan University in 1991. While at TRW, he won the President’s Award for his leadership on their largest commercial project. Recently, Walt was named Corporate CIO of the Year by the  Georgia CIO Leadership Association for 2014.  He and his teams have been recognized by the Technology Association of Georgia repeatedly for innovations in information technology.

Walt makes his home just outside of Atlanta, Georgia with his wife Eileen and their children.

Robin Caputo - CMO, Datavail
Presented by Robin Caputo - CMO, Datavail

Traditionally, marketers are measured by activities not results, and if there are metrics, they rarely tie directly to the top or bottom line.

Why not? If we all agree that in both the b-to-b and b-to-c environment, much of a buyers’ journey is online and digital body language can not only be observed but nurtured and fed, why shouldn’t the marketer be measured by financial results?

Every marketing manager – and staff person if possible - should have a metric that they are evaluated on monthly, and understand how it leads to bottom line results either directly or indirectly. Assign at least one person to watch all the numbers without a vested interest, and to track on a daily, weekly, monthly basis overall results. We’ll provide a case study how a small but mighty team of marketers has embraced revenue marketing, is measured, and contributes 75% of closed deals from marketing generated leads.

Robin Caputo brings more than 25 years’ experience in marketing, communications and public relations to her role as CMO of Datavail, the largest pure-play provider of database administration services in North America. In her current role for 18 months, Robin has accelerated the marketing’s contribution to revenue growth by 4x, now responsible for 60% of sales and 75% of the pipeline in terms of deals from marketing-generated leads. She is responsible for all aspects of marketing and inside sales, with an emphasis on revenue marketing through prospect engagement with the implementation of their buyer’s journey and multiple personas, marketing and content operations automation.

Shawn Wiora - CIO, Creative Solutions in Healthcare
Presented by Shawn Wiora - CIO, Creative Solutions in Healthcare

Most CIOs cite HIPPA and security concerns as the primary reasons NOT to move to the cloud; however, the vast majority of health care breaches happened at companies with on-premises systems.

Shawn Wiora, CIO at Creative Solutions in Healthcare, an operator of hospice and elder care facilities based in Fort Worth, Texas, has moved his company entirely to cloud-based platforms and challenged other health care providers to follow suit in the interest of patient safety.

Wiora will highlight:

  • His company’s full migration to cloud-based platforms
  • Security and interoperability of patient data
  • The future of drones in the healthcare industry


Leading technology providers deliver case study presentations to select groups of executives in an exclusive, private boardroom setting - identifying critical business issues and discussing how their product or solution solves a specific midmarket business need.


Takes boardroom discussions up a notch to bring Marketing Executives and Solution Providers together for a face-to-face discussion on specific services and solutions in a private setting. One-to-one meetings take place daily on the show floor — either scheduled before the event or arranged onsite.


As the closing session for the event, the casual and social awards reception features products and innovations that have the best market potential based on voting by the participating attendee. Award categories are:

Vendor Awards: Winners chosen by CMOs participating in the Midmarket CMO Forum.


Executive Award: Winner selected by a panel of executive peers based on the nature, breadth and complexity of the project; performance improvement and financial benefits; and effective communication of significance. APPLY HERE

If you are a Marketing Executive and would like to participate as our guest, please fill out our interest form.

Solution Providers: Design a custom sponsorship package or ask for our updated attendee list.
Contact Dawn Shultz at +1 503-819-7030 or email.

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