B2B Leaders Forum 2018
A chance to network, with a light breakfast
B2B Marketing's Editor-in-chief, Joel Harrison, welcomes and introduces everyone to this years Leaders Forum.
Once upon a time, Chris was a Marketing director. He was a pretty good marketing director too and felt he had a good handle on his relationship with his board. As if to prove he was right, Chris was promoted at BSI training academy into a role with full responsibility over the P&L. However, as he settled into the role, he realised that there were a number of aspects to the role that, if he had known more about them at the time, would have altered the way he led marketing. Luckily, Chris is a very nice chap and is going to share those things with you.
Discussion of the topics raised during "What does a commercial director wish you knew about their role?"
Being a B2B Marketing leader in 2018 and 2019 requires a diverse skill set. These include setting and achieving long-range goals whilst hitting shorter-term milestones, building effective teams that can thrive in ever-changing business landscapes, and managing a diverse set of stakeholders each with their own ambitions. Achieving great success is even more challenging when working within constrained budgets coupled with a need to plan for all contingencies.
This can be summarised as saying today’s B2B Marketing Executives could find it useful to develop a mindset called “Resiliency-based Leadership”. Which other leaders have exhibited this trait? An interesting parallel can be drawn between the leadership exhibited by early Antarctic explorers like Scott, Shackleton, Amundsen and Mawson, and the skills we need today. Using insights from the book that he co-authored, called When Your Life Depends on It, and showing original expedition photographs from the 1900s, Brad Borkan from SAP Marketing, will explain the leadership and decision lessons we can all learn from the early explorers. These include:
- The myth of the perfect decision
- Confronting adversity by meeting challenges head-on
- Building effective teams and the importance of the second in command.
- The Resiliency mind-set: Succeeding against all odds
Discussion of the topics raised during "Resiliency-based Leadership: Insights from Scott, Shackleton and other early Antarctic Explorers"
The evidence is clear: martech is driving transformation in B2B, and is arguably the number one challenge facing B2B marketing leaders.
B2B organisations are spending up to 40% of their marketing budgets on technology and associated staff training and development, managing up to 50 different tech platforms – and both these numbers are growing, year-on-year.
Success in this challenging environment demands new thinking, new operating models, new capabilities and a new mindset – almost everything about how your marketing operates is changing, and consequently, you’ll need to change too.
In this session, we’ll examine the nature of this martech-driven transformation, what it means for marketing leaders, for leadership as a discipline, and what success will look like for both marketing and the board.
Based on exclusive research from B2B Marketing, this session will examine how you can navigate the challenges of this new world, and what you’ll need to do in order to adapt and survive. You’ll learn:
- How to balance internal and external marketing resources to maximise effectiveness.
- What martech-savvy competencies you need in order to manage your marketing team through this period of transition.
- How the role of agencies is changing, and how to get the best out of them in the Martech era
- How to build a strategy and an operational set up that is robust and flexible enough to deal with the changing times ahead.
- What great marketing leadership looks like in a dynamic, evolving and fluctuating environment.
Discussion of the topics raised during "Adapt or die: Marketing leadership in the martech age"
Dr Jack Lewis
In this talk, neuroscientist author, broadcaster and consultant Dr Jack Lewis outlines what science has to say about how to be more innovative.
The World Economic Forum predicted that in 2020 creativity and problem solving would be in the top three most sought-after skills in the workplace.
There is much well-intentioned advice out there on how to build working environments that foster creativity, but much of it is hot air.
Dr Jack provides an antidote to this by bringing together poignant examples from the history of big ideas with the latest scientific evidence on techniques that genuinely do increase the incidence of those elusive Eureka moments
Discussion of the topics raised during "Program your brain to be more creative"
The days' sessions and topics are reviewed during a panel. Hosted by Joel Harrison