CMO Council to Host Regional Marketing Performance Measurement Forums in U.S. and Europe

Executive Gatherings Sponsored by Biz360, Cognos, Connectus, Google, and WebTrends to Highlight MPM Mandate, Methodologies, and Best Practices

IBM, Adaptec, TiVo, Genesys, Yahoo!, McAfee, Check Point, Logitech, Borland and Others To Speak at Silicon Valley March 23rd Event

PALO ALTO, CA, 03/14/2005, The Chief Marketing Officer (CMO) Council™ today announced that it is producing a series of eight MPM (Marketing Performance Measurement™) Forums in the U.S. and Europe in 2005 to meet member demand for more practical insight and guidance on how to specify and deploy systems that evidence the value and return on marketing spend. The 1,200 marketing executives on the CMO Council represent global technology and communications companies that expend more than $45 billion annually on marketing programs.

MPM Forums are to be hosted by CMO Council member companies in eight regional markets, including London, Paris, Frankfurt, Boston, New York, Silicon Valley, Orange County and Chicago. The first MPM Forum is scheduled for March 23, 2005, in Sunnyvale, California, at Interwoven’s corporate headquarters. Other site hosts include T-Mobile, Alcatel, eEye Digital Security, CDW, Demantra, Avaya and Thomson Media.

“MPM is a critical C-level priority and boardroom mandate,” said Donovan Neale-May, the CMO Council’s executive director. “Aligning the right constituencies and defining the most relevant measures and metrics for analyzing, quantifying and allocating spend is a complex and challenging endeavor. Learning from the experiences and successes of others can reduce problems and pitfalls and ensure more effective MPM outcomes.”

In addition to delivering compelling new research, the Forums will also focus on presenting practical pointers, compelling case studies, analytical perspectives and ROI disciplines shared in a collaborative environment among strategic marketing peers. Underwriters of all of the MPM Forums include Biz360, Cognos, Connectus, Google, and WebTrends. In addition, the Silicon Valley/San Jose Business Journal is sponsoring the local Silicon Valley MPM Forum

Inspiration for forum discussions will come from the “Measures + Metrics: Assessing Marketing Value + Impact” MPM Report published by the Council that encapsulates more than 12 months of research. The report’s conclusions point to the fact that, without exception, companies that invested in a robust MPM program achieved superior financial results, experienced higher CEO satisfaction with marketing, and enjoyed a better understanding of the customer’s needs and desires.

The first Forum takes place in Silicon Valley on Tuesday, March 23 at Interwoven in Sunnyvale, CA, and will explore how a robust MPM system can improve sales and marketing yield, organizational accountability, customer value, and spend effectiveness.

The MPM Forum agenda includes:

-- Guy Powell, author of “Return on Marketing Investment,” who will discuss critical issues, imperatives and innovations that influence how to design, specify and gradually implement a MPM system across an enterprise
-- Top marketers from Adaptec, Oracle, Genesys and TiVo, who will address the organizational challenges, business drivers, cultural dynamics, operational obstacles and functional integration factors influencing the success and outcomes of early stage MPM initiatives.
-- Senior executives from IBM, Yahoo!, Sana Security and McAfee, who will speak to early stage MPM applications, and solutions that are impacting real-time tracking of marketing effectiveness, spend allocation, and pipeline management.
-- MPM experts from Check Point Software, Logitech, Momentum Research and Cognos, who will show MPM solutions in action, focusing on real-world applications and phased MPM implementations.
-- CEOs Dale Fuller from Borland and Mike Walsh from Leverage Software, who will deliver insights and viewpoints moderated by local MPM Forum sponsor, San Jose/Silicon Valley Business Journal’s publisher, Vintage Foster.

A standardized model and framework for measuring the value and ROI of marketing at a strategic business level will also be unveiled in an effort to accelerate insight and implementation of robust MPM programs within organizations. The cost to attend is $395 and all attendees receive a $500 discount on the “Measures + Metrics Report,” as well as a free $395 DVD providing additional MPM perspectives from thought leaders.
Other North American MPM Forums are scheduled as follows:

- Orange County, Tuesday, May 3 hosted by eEye Digital Security
- Chicago, Tuesday, May 17 hosted by CDW
- Boston, Tuesday, June 21 hosted by Demantra
- New York, Wednesday, Sept. 7 hosted by Thomson Financial

European MPM Forums will be hosted in:
- London, Thursday, April 14 hosted by T-Mobile
- Paris, May 18, hosted by Alcatel
- Frankfurt, July 19 hosted by Avaya

For further information, please visit www.cmocouncil.org/mpmforum/index.html or contact Robin Lutchansky at robin@globalfluency.com or at 408 369 8280.
For more information on the “Measures + Metrics: Assessing Marketing Value + Impact” Report, please visit: www.cmocouncil.org/More/MPM_Report_More.html
A free MPM webcast can also be viewed at www.accelacomm.com/jlp/acipr/1/10002556/

About The CMO Council

The CMO Council is a private, non-profit organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior marketing and brand decision-makers in the global technology industry. Based in Silicon Valley, the Council works to further the stature, credibility, influence, and understanding of the strategic marketing function among business executives, opinion leaders and critical stakeholders in the technology sector. More than 1,200 technology companies are currently represented on the CMO Council, accounting for well over $500 billion in aggregated annual revenues. These include top decision-makers controlling more than $45 billion in global marketing expenditures for many of the world’s foremost computer systems, software, networking, communications, consumer electronics, component, distribution, and consulting brands. For more information, please visit our web site at www.cmocouncil.org

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Neale-May/GlobalFluency

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