Forbes CMO Practice 2018 | Forbes | 17 May 2018 | Forbes on Fifth, 24 5th Ave, New York, NY 10011, USA

Marketing has emerged as the primary driver of firm value in a digitally-driven economy where the majority of firm value is determined by intangible assets such as brand perception, customer insights, digital experiences, and perceptions of quality and innovation. The ability to communicate, measure, and grow the contribution of marketing investments and strategies to shareholder value is a critical issue for investors, owners, CEOs and CFOs of Global 5000 brands.

The Forbes Marketing Accountability Initiative and the Marketing Accountability Standards Board are hosting an exclusive gathering of performance-led marketers to share proven ways to measure and grow the contribution of marketing investments and strategies to enterprise value. In this morning session, analysts, academics and marketing practitioners from our membership will share the proprietary models, measures, insights and processes they are using to generate more value from their marketing investments. The sessions will include panels with the CMOs from PwC, Xerox, TD Bank, Stanley Black & Decker, United Rental, Tableau and other high performing brands. Program participants will learn:

*12 measurement competencies that high performing marketing organizations are developing to measurably increase the return on marketing investment and profit growth;
*How to identify, prioritize and develop the key drivers of enterprise value and long-term profit growth in your business;
*The keys to leading a team approach to growth by establishing horizontal partnerships, common economic thresholds for investment and continuous improvement teams;
*Profitable ways to focus investments in data, analytics, and marketing technology to inform the big growth strategy, resource allocation, and investment decisions that create long term value;
*Financial models of the marketing value chain that provide financially credible measures of marketing’s contribution to enterprise value, profits and growth.

2018 Speakers:

Toni Clayton-Hine
Chief Marketing Officer

Patrick McLean
Chief Marketing Officer

Chris Hummel
Chief Marketing Officer

John Sviokla
US Marketing Leader

Shannon LaPierre
Chief Communications Officer

2018 Sponsors

• Xerox
• TD Bank
• United Rentals
• PWC
• Stanley Black & Decker