Driving Marketing Performance with Customer Intelligence
Featuring Don Peppers, Founding Partner of Peppers and Rogers

Agenda - 8:30 AM - 12:30 PM

8:00 – 8:30 Complimentary Breakfast & Registration

Welcome and Agenda Overview

Keynote – Rules to Break and Laws to Follow: Don Peppers

Rule #1: The best measure of success for your business is current sales and profit.

Rule #2: With the right sales and marketing effort, you can always get more customers.

Rule #3: Company value is created by offering differentiated products and services.

These three golden rules for running a successful business may look no more dangerous than ordinary common sense, but in truth they’re deadly. With customers sharing their experiences electronically with millions of other customers, the technology of business has changed so radically that the old accepted wisdoms just don’t work any more.

Marketing Guru Don Peppers challenges marketing practitioners to break the rules and propose a whole new way of thinking about how to create real shareholder value in today’s competitive environment, operating with today’s technologies.

In this presentation, attendees will discover the do’s and don’ts that every company should follow in order to be successful and retain good customers. The presentation also offers the 12 Laws to Follow - guidelines to ensure that a business can surmount the Crisis of Short-Termism smothering so many businesses today.

Getting the Most from Outbound DM Activities
Tony Matos, SAS
Understanding the new areas of Direct Marketing is only relevant to you when put in the context of your current marketing activities. It is important that new concepts fit in with your current infrastructure, not disrupt them.

CASE STUDY – Optimizing Traditional Outbound “Push-Marketing”: Rene Bettio, Senior Manager, DB Mktg, ING
More campaigns don’t have to lead to an onslaught of e-mails, phone calls and direct mail to customers. The opposite can be true. ING targets its messaging carefully. For instance, if a customer’s CD is coming due, the automated system sends out an e-mail or letter providing information on the latest rates and options. It’s all about presenting the right offer to the right client at the right time.

Networking Break

Using the Customer Experience to Drive Sales and Marketing Activities
Alan Gormley, SAS
Every day customers give us valuable information about their needs and wants, and often this are ignored. Understanding the customer experience can unlock opportunities for sales and marketing which would otherwise be ignored. Key to this is making individual customer interests available directly to sales and marketing systems.

Customer Case Study

Optimizing Return and Costs for all DM activities
Norm Webb, SAS
As organizations face the challenge of increasing the relevance of marketing treatments to even smaller customer segments along with considerations such as channel preference, product crossover and potential advocacy, they will also be faced with decisions centered on optimal marketing investment. This session will discuss how such requirements can now be integrated into the overall operational marketing process.

Panel Discussion featuring Don Peppers, Teradata and SAS Canada
No organization is realistically "starting from scratch" when it comes to evaluating and implementing technology to help improve customer management processes. This open panel discussion will help organizations visualize how their investments can be coordinated and dovetail into the existing operational infrastructure.

Closing Remarks

Book Signing with Don Peppers – Rules to Break and Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism (Feb 2008) by Don Peppers, Martha Rogers.