SVEN Future of Marketing Series - Ubertrends & Innovation 4-19-17 program
Ubertrends & Innovation
MODERATOR FACILITATOR KEYNOTE MICHAEL TCHONG STEVEN COOK BRIAN REYNARD
DON BENNION LORI H.
Principal, PwC New
Ventures & PwC
Director of Business
Strategy, Adobe Senior Digital
CMO & Business
Technology Vision +
Vice President of
Future of Marketing Series
Future of Marketing Series
Our purpose is to provide insightful & inspirational thought leadership from the best
practitioners inside & outside of the SVEN community to help CMOs, the Marketing
community & the C-suite get ready for the future.
Our topics are CMO-centric & C-suite con-centric.
As always, lively SVEN community dialogue is encouraged.
PROGRAM #1 10/15/15
8 time Oscar winning Producer!
Insights & application of Hollywood’s best storytelling & audience engagement practices to
marketing at any company and brand.
The Power of Story
PROGRAM #2 3/16/16
Principal Analyst & !
Director Adobe Digital Index!
- ADI’s latest predictions and what they mean for technology's future
- Practical advice on which areas of future growth appear most promising
- Innovation ideas to build leading-edge marketing programs
- Top of Mind issues facing senior marketing executives
Michael J. Becker
PROGRAM #3 5/17/16
Co-Founder, Managing Partner, !
What it means to be a Connected Marketer & how to survive in this age of connectedness & mobility.
The Rise of The Connected Marketer™
- Former Global Board Member and North America Managing Director of Mobile Marketing Association
- Association of National Advertisers, Direct Marketing Association, Path-to-Purchase Institute, National University
- Awarded 2014 Marketing EDGE Edward Mayer Education Leadership Award for commitment to marketing education
Harry West & Ari Popper!
PROGRAM #4 11/2/16
Harry West and Ari Popper explore how “Design Led Thinking” creates true competitive advantage. Marketing automation,
lead generation, and analytics have transformed the value and contribution of marketing, but the downstream focus has left
gaps in the renaissance role of the CMO. This session provides an overview of design thinking methods and how design-led
marketing requires marketing’s involvement in product concepting, strategy, and design, resulting in better products and
improved downstream marketing.
CEO, Frog Design CEO, SCIFutures
Our Learning Promise To You Today
How emerging trends and innovation can help you gain a competitive edge to generate
disruptive growth and contribute to the bottom-line.
How to develop the right mindset and culture in your organization to create disruptive
Disruptive Growth Falls To CMOs - As Does Blame
‘CMO Insights 2016’ - 535 CEOs & 847 CMOs globally
IoT 2020 Forecast
$8.9 trillion of business value
4billion connected people
Content Marketing: the right message to the right
buyer at the right time
Creating actionable data, not just numbers
Leadership as a top CMO
Building a great marketing organization
Bridging the gap between the digital and physical
Cultivating brand advocates in your employees and
Most Important CMO Issues & Opportunities
Effectively targeting high value sources of growth
The role of Marketing in the ﬁrm and the C-suite
The digital transformation of the modern corporation
Generating and using insight to shape marketing
Dealing in an omni-channel world
Competing in dynamic global markets
Balancing incremental and radical innovation
GLOBAL CMO SURVEY
Enriching the Arc of Engagement
- Creating better customer experiences is a top priority
- 75% of leading CMOs are using more event and
experiential marketing than market followers
Embracing Creative Destruction
- Assessing strategic direction in light of technology
- Leading CMOs are more likely to embrace creative
destruction and build more open and collaborative
business models to effectively drive innovation
Injecting Data-driven Insights into Every Marketing
- 60% of CMOs are preparing to bring in more data
driven insights into marketing in next 3-5 years
Increasing Their Digital Acumen
- 79% of CMOs planning to hire employees with digital
skills to improve marketing’s digital acumen
- 74% plan to either partner with other enterprises to tap
digital expertise or work with consulting firms
PROGRAM #5 4/19/17
Our world is changing at warp speed. Massive waves, like the Time Compression, Digital Lifestyle and Unwired
Ubertrends, are reshaping society. In an exhilaraCng ride through the ‘landscape of now,’ Michael Tchong will paint a
riveCng tableau of a world recast by these powerful phenomena. It’s challenging to keep pace with the changing data
points in a digital world. Michael provides uncanny insights plus acConable thought starters to help spark the
necessary dialog and creaCvity to push brands toward the future.
Innovation Consultant | Adjunct Professor of Innovation !
Author | Speaker | Trend Analyst!
Kay was a ringleader of the exceptional group of ARPA-inspired scientists and engineers that
created an entire genre of personal computing and pervasive world-wide networking.
Fundamental contributions: personal computers, object-oriented programming, graphical user interfaces.
He was also a leading member of the Xerox PARC community that actualized those concepts and integrated them with
other seminal developments, including the Ethernet, laser printing, modern word processing, client-servers and peer-
Awarded National Academy of Engineering & Association of Computing Machinery highest honors.
‘The best way to predict the future is to invent it.’
1. Smell out a need
2. Apply favorable exponentials
3. Project the need 30 years out and imagine what might be possible in the context of the exponential curves
4. Create a 30-year vision
5. Pull the 30-year vision back into a more concrete 10 to 15-year vision
6. Compute in the future
7. Crawl your way there
‘Escaping the present to invent the future.’
KAY’S APPROACH TO INVENTION:
‘Information technology is not only a great invention; it
has reinvented invention. It powers the favorable
exponential curves upon which other inventors can
escape the present and invent the future.’
Well … we have a very skilled POWER PANEL today.
‘This method is not a cookbook for invention.
It is more like a power tool that needs to be
wielded by skilled hands.’
'Day 1' companies - companies that are at the beginning of their potential.
Jeff Bezos 2017 Shareholder Letter
'Day 2' is stasis. Followed by irrelevance. Followed by excruciating, painful
decline. Followed by death. And that is why it is always 'Day 1'. Don’t let the
world push you into becoming a 'Day 2’ company.
Panel Discussion Guide To Get Us Started.
Please Join The Discussion At Any Time.
How has the changing social
dialogue affected your
influencer or line-item
Describe the role of marketing
at your company. What does
your C-suite & Board think
Marketing’s value is?
How does your company and
marketing team collect, create,
make sense of a panoramic
perspective to gather
marketplace intelligence and
predict future trends and growth
opportunities? What are your
sources? How do you action
this info and insights?
How do you use this intel to
shape business models,
marketing strategy and
How do you and your company
define innovation and how are
‘innovation’ efforts integrated
into your company, culture and
How does your team approach
innovation? Are you doing
Is your company doing more
innovation with external sources
& partnerships versus internal
Industry convergence is the
biggest trend for the next 3-5
years. Is your industry
experiencing convergence? In
what ways? What are you &
your company doing about it?
Is your company embracing
creative destruction to identify
new business models?
What do you believe the most
transformative technologies are
that will disrupt your industry &
necessitate the reinvention of your
company’s strategic direction &
How is Time Compression, the
acceleration of life, impacting
the effectiveness of marketing?
What impact will artificial
intelligence (AI), or machine
learning, have on business and
Do you believe that the current
user experience/interface presents
an impediment to the future growth
of digital marketing?