Marketing Council Meeting Spring 2017
1321 Commerce Street
Dallas, TX 75202
Member registration fee of $695/person
Networking reception/dinner on 4/5 ($125/person)
Click here for our registration and cancellation policies.
A special hotel rate of $225.00 (plus tax) has been secured by MAPI for meeting attendees at the Adolphus Hotel. Click here to make your reservation.
The MAPI Marketing Council provides a roundtable forum for senior marketing leaders to share best practices on issues such as voice of the customer, segmentation, marketing automation, B2B social media, and commercial excellence. Our semiannual meetings focus on roundtable dialogue among peers from leading B2B manufacturers.
Who should attend?
Attendees are typically members of the MAPI Marketing Council. If you’re a member and can’t attend, please contact us about having a senior member of your team attend in your place. If you’re not a member but are interested in attending, please let us know. All attendees must work for a manufacturing company or industrial distributor.
What makes MAPI council meetings different?
- Roundtable discussions: Rich dialogue on the issues you care about, moderated to keep discussions focused on the “so what”.
- Peer to peer sharing: There are no talking heads. Almost all of the content is delivered by your peers at global manufacturers, sharing experiences candidly.
- No death by PowerPoint: While our presenters deliver outstanding content, we schedule ample time for interaction and Q&A, so that you can dig deep on the topics that matter.
- No pitches: Our council meetings aren’t sponsored, and there are no sales pitches. None.
- Balance of strategy and utility: Our council meetings deliver great content around strategy and peer-tested frameworks for putting those strategies into action.
When it comes to modern marketing and sales, particularly for manufacturers, the “build it and they will come” approach just doesn’t work. To activate an entire channel ecosystem, you must align marketing and sales, which entails marketing to, through, and for distributors and channel partners. Discover the foundational elements to drive sales and marketing alignment and capture more channel revenue in this presentation—complete with industry use cases—from channel expert Laz Gonzalez.
In many companies, sales forecasting is more art than science. Due to insufficient data, or an insufficient understanding of how to use data, many companies take a “hope and pray” approach towards forecasting. They invest in capacity based on overly optimistic projections. When sales fall short, profitability falls, and it’s clear that the sales forecasting process is little more than a house of cards. But there is a better way forward, as Howard Atkins of General Cable will share in this presentation. Challenged by his CEO to improve forecast accuracy, he worked with channel partners to gather sales data for the company’s various market segments. Next, he compared that against publicly available macro-economic data, such as capital spend, MRO statistics, and construction investment. What did he discover? That there were in fact correlations that existed that could significantly increase forecast accuracy. Howard will walk the members through the journey towards demystifying the future, discussing both the science of forecasting (determining which correlations are meaningful and which ones aren’t) as well as the art (how to partner with sales and leadership to increase buy-in for the new approach).
In this presentation, MAPI Foundation Chief Economist Cliff Waldman will present an overview and an outlook of the global economic and global manufacturing picture. While modest hints of stability and incrementally improved performance have appeared In recent months, the burden of historically slow growth mixed with substantial political and policy uncertainty continues to make for a challenging world business environment. In addition to discussing the economic and manufacturing dynamic in major industrialized and major developing economies, Cliff will put key global market variables such as commodity prices, exchange rates, interest rates, and trade flows into a meaningful context. He will present the MAPI Foundation’s latest forecast for U.S. economic and U.S. manufacturing growth as well as a forecast of growth in key U.S. manufacturing subsectors.
In this interactive session, the founders of GadflyZone will provide an overview of how industrial companies can use data to improve the effectiveness of their strategic decision making process. Drawing on examples from chemicals manufacturers, but applicable to all industrial companies, they will show how that sector is undergoing a familiar transition - from having been product centric for over a century to providing market-facing solutions.
Currently, both marketing and segmentation strategies at industrial enterprises rely on traditional methods such as customer feedback, sales calls and static market reports. However, innovative companies are mirroring technologies more prevalent in consumer space, such as the use of advanced data science and automated intelligence. This session will explain how industrial companies could pragmatically, and successfully, use these approaches including big data analysis and data mining techniques, to create a potent mix of result oriented & data-driven marketing strategies.
The presenters will split time between presenting the approach and demonstrating the solution via a web-based interactive app to give a flavor of how these problems are being solved.
Studies have shown that organizational misalignment can undermine the best marketing strategies, costing B2B firms approximately 10% in additional revenue. While the stakes are high, many companies struggle to identify the breakdowns. For example, the best product with the best ROI messaging won’t gain traction if the sales team is not onboard or armed with the tools or training to convey the value.
In this case study, Baltimore Aircoil Company’s Brad Considine will review his own experiences during his career where compelling new value propositions ultimately required cross functional alignment from the top of the organization through the sales channels to the end users to be effective. And most importantly, marketing and sales organizations must not only be aligned – they need to lead the company.
The stakes are high whenever Sales and Marketing departments communicate, and we often need the other department to be aligned with us in order to get the customer to take the action we need.
But too often our communications, not just with customers, but also with each other, fall short of the mark.
Why do we struggle? Because we do not speak a common language. We tend to come from different backgrounds, have different interactions with stakeholders, and are tasked and rewarded for different activities.
But there is an answer. If we can have a common framework for our discussions, we can begin to align both our strategy and our communications.
By combining a deep understanding and application of the latest research in cognitive neuroscience with unmatched experience in sales and marketing communication design, Oratium has developed a proven and repeatable framework and process for crafting aligned, compelling communications and strategy that lead to the action you’re looking for.