CMO Summit

November 8, 2018

Fairmont Hotel, Austin, Texas


On November 8, CMOs from across the country will gather in Austin, TX for the first-ever CMO Summit at our annual Acquia Engage conference. You’ll have the exclusive opportunity to participate in engaging conversations with thought leaders who have seen it all and are pioneering the next wave of marketing.

Check out our agenda below to see a glimpse of what we have in store for you. Attendees will hear from prolific sales and marketing author and blogger Matt Heinz, author of “The CMO Manifesto” John Ellett, and top Forrester digital business strategy analyst Brendan Witcher. You'll also get to tap into your creative side and participate in an interactive brand workshop, led by groundbreaking designer Michael Jager.

And that’s not all. When you come to the CMO Summit, you’re our VIP guest. Expect the full experience, complete with a complimentary ticket to Engage, reserved seating at all-conference events, a formal cocktail reception, and insightful conversation and networking with peers, colleagues, and industry luminaries.

Register below.



November 8, 2018
Please note:
The CMO Summit takes place concurrently with Engage.

Visit our Engage site, to see the full agenda here. 

8:30 - 10:30 AM
Engage General Session & Keynotes
10:30 - 11:00 AM
11:00 - 11:15 AM
CMO Summit Welcome & Opening Remarks

Lynne Capozzi, CMO, Acquia
Matt Heinz, Heinz Marketing

11:15 - 11:50 AM
Top Digital Imperatives for Modern Brands

Brendan Witcher, Vice President / Principal Analyst, Digital Business Strategy at Forrester Research

In a world where customers hyper-adopt (and hyper-abandon) brands at the drop of a hat, the key to success in 2018 is obsessing about the customer's experience. What's the catch? This objective is often pursued by brands chasing the latest "shiny object" or tackling "low hanging fruit", but avoiding the heavy lifting of becoming data-led and creating truly personalized, relevant, connected engagements within the customer journey. What’s the risk? Missing the mark can lead to a brand missing business goals, losing customer loyalty, and in worst case scenarios being disrupted out of business. Guest speaker and Forrester VP/Principal Analyst, Brendan Witcher, will explore why brands today must work through these thorny fundamentals, what are the top tech trends that are resetting customer expectations, and why the prerequisite for becoming customer-obsessed is a culture and organization that is data-led.

11:50AM - 12:25 PM
A Blueprint for Operationalizing Sales & Marketing Alignment: Tactics, Processes and Habits That Drive Results

Matt Heinz, Heinz Marketing

It’s time to move from strategic sales & marketing alignment to operational alignment. Because it’s one thing to hold hands at sales kick-off, and another thing entirely to know how to coordinate activity on Tuesday morning. Matt will dig into the root causes of the sales/marketing rift. Attendees will be empowered with actionable advice on how to operationally improve the relationship between marketing and sales and drive results.

12:25 - 1:15 PM
CMO Summit Lunch
1:15 - 2:00 PM
Brand Workshop

Michael Jager, Chief Creative Officer at Solidarity of Unbridled Labour

Freak Out in a Moonage Daydream

The Paradoxical World of the Modern CMO – and the Ability to Put Converged Knowledge into Action

An engaging workshop designed to unlock third mind concepts based on the “cut up” techniques of Bowie and Burroughs. This process brings together unique directionally driven ideas. A deceivingly simple creative approach, its application can help balance and leverage the paradoxes facing the modern CMO, and can be used on diverse creative challenges. Get your Bowie on!

2:00 - 2:35 PM
Let’s Get Real About Customer Engagement

Kirsten Newbold-Knipp, CMO, Convey

There are 3500+ available MarTech solutions. Most promise better targeting, deeper engagement and superior results when it comes to attracting, converting and retaining customers. The secret to unlocking their power lies in much of what we’ve come to know as marketing 101, but often falls by the wayside in the face of a shiny new tool. This interactive discussion will uncover where technology can impact customer journeys and illuminate some of the realities required to succeed. Participants will be encouraged to share their real life experiences about what is and isn’t working on the path to improved customer engagement and lifetime value.

2:35 - 3:05 PM
The CMO as Change Agent

John Ellett, author of “The CMO Manifesto” and Forbes CMO contributor

With mounting pressure to drive business growth, to adapt experiences to the needs of digitally savvy customers and to transform marketing teams that can embrace technology and data, the role of CMOs has never been more critical -  or precarious. Maintaining the status quo is a sure formula for failure! Now is the time for CMOs to step forward as the leaders of change that their organizations need. This session will discuss the key attributes of a marketing change agent and share lessons gleaned from conversations with hundreds of successful CMOs. The session will conclude with a framework to prepare for the next disruption in marketing - artificial intelligence.

3:05 - 3:15 PM
Closing Remarks & Networking
3:15 - 4:45 PM
Engage General Session & Keynotes
6:00 PM
CMO Reception