2017 CMO Insights Symposium

Chicago’s Premier Event for CMOs and CIOs

Leapfrog Marketing Institute’s third annual CMO Insights Symposium brought together world-class marketing and technology executives, analysts, and academics to discuss “Building the Next Generation Enterprise Around Your Customer,” addressing the organizational, structural and cultural shifts needed to enable your business to deliver true consumer-centric experiences. This year’s symposium features discussions around immersive brand experiences, the evolving CMO/CIO partnership, the criteria for tomorrow’s CMOs, and a keynote C-suite panel sharing their view on customer-centric transformation.

Leapfrog Marketing Institute is honored to have hosted some of today’s most innovative professionals and academics for a morning of insights and networking, including speakers from McDonald’s, Berkeley Haas School of Business, Kimberly-Clark, Wharton School of the University of Pennsylvania, TD Bank, Northwestern University/Medill, Allstate, and many more.



  • C-Suite Panel: Next Gen Enterprises – Building The Business Around The Customer
    Moderated by:

    Dave Reibstein, William S. Woodside Professor and Professor Of Marketing / The Wharton School, University Of Pennsylvania
    Randy Spratt, Executive Vice President, Chief Information Officer and Chief Technology Officer / McKesson Corporation (retired)

    Deborah Wahl, Chief Marketing Officer / McDonald’s USA (former)
  • Customer Experience Transformation
    Insights from Leapfrog Marketing Institute’s Latest Research

    Fred Ehle, Former Vice President of Customer Strategy / McDonald’s Corporation
    Jim Carey, Adjunct Professor / Northwestern University Integrated Marketing Communications
  • Immersive Brand Experiences
    How customer experiences are connecting the brand with the customer through IOT, Digital Assistants and the Connected Home
    Moderated by:
    Gary Lancina, Senior Director – Global Brand & Influencer Marketing Strategy / Mercury Marine

    Scott Simony, Head of Industry – Financial Services / Google

    Roger Tye, VP Digital and User Experience / Allstate
    Kelly Coomer, Director, Consumer Technology / Allstate
    Additional speakers to be announced
  • Evolving Marketing/Technology Partnerships – Creating the Connective Tissue
    Tech-centric leaders share how they built consumer-driven businesses through collaboration

    Moderated by:
    Alva Taylor, Faculty Director and Associate Professor / Dartmouth Tuck School of Business

    Manish Régé, Global Director, Business Partner Marketing and Innovation / Kimberly Clark
    Marc Rosenstock, Vice President, Integrated Marketing / Medline Industries
    Additional speakers to be announced
  • The New CMO Criteria
    Skills and expertise needed to lead organizations through customer-centric transformation
    Moderated by:

    Fred Ehle, Former Vice President of Customer Strategy / McDonald’s Corporation
    Paul Hayward, Chief Content Integration Officer / Sears Holdings Corporation

    Bill Pearce, Haas Marketing Group / Berkeley Haas School of Business
    Eduardo Tobon, Leadership Advisor, Consumer and Financial Services / Spencer Stuart
    Additional speakers to be announced

Leapfrog Marketing Institute’s Jason Wadler brings this year’s marketing budget outook to CMO.com in an article discussing the 2017 Planning Report

The degree to which companies take the long view and commit to customer experience investment can and will determine their survival. It is for this reason that the Leapfrog Marketing Institute has deepened its research to explore customer experience development and planning in our past two studies.

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Forbes talks with Leapfrog Marketing Institute’s Deb Hall-Lefevre and Jason Wadler to dig into the 2017 Planning Report

Shifting from a product focused company to a customer-aligned organization changes how a company must operate. “It requires a bit of a leap of faith and having the right controls in place,” according to Wadler. “Companies are competing against their customers’ expectations, less against their competitors.”

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Bulldog Reporter examines the findings from Leapfrog Marketing Institute’s 2017 Planning Report

“The customer journey is a top priority for communications execs—but few have created a dedicated customer experience (CX) budget for their brands, according to the 2017 Planning Report from the Leapfrog Marketing Institute, the research arm of performance marketing solutions company Leapfrog.”

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Bulldog Reporter Looks at the Evolving Marketing/Technology Relationship and More, Revealed by the 2016 CMO Digital Benchmark Study

These findings suggest a path forward in tackling the current challenges for enterprises in driving organizational change to become more digital and customer-centric.

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Marketing Charts reports on the 2016 CMO Digital Benchmark Study: “Marketing-IT Relationship Reportedly Improving As Alignment on Business Goals Rises

“As marketing and technology better align on business goals, their relationship also appears to be improving….An improving relationship is encouraging, as cross-functional collaboration is a key characteristic of top-performing marketing teams.”
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In Depth Coverage of the 2016 CMO Digital Benchmark Study by American Marketing Association

A new survey finds marketing and IT departments are clashing on customer service, among other business outcomes. How can they come together for a better customer experience?

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2016 CMO Digital Benchmark Study examined by CMO.com: “Marketing And Tech Execs Not On Same CX Page: Study”

“technology executives are further along in their abilities for CX mapping, have more clarity on CX ownership, and have progressed more in delivering CX than their marketing counterparts. The disconnect? Marketing goals are more aligned to business outcomes while technology goals are more aligned to specific programs”

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MediaPost reports on 2016 CMO Digital Benchmark Study: “Marketers Say Proving ROI More Important Than Brand Awareness Metrics”

“The lack of buy-in from CEOs to improve on trends like mobile and omnichannel strategies push CMOs and CIOs harder to prove return on investment.”

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Website Magazine discusses 2016 CMO Digital Benchmark Study: “Digital Transformation Without CEO Support?”

“In its 2016 CMO Digital Benchmark Study, Leapfrog Marketing Institute found chief marketing officers (CMOs) and chief information officers (CIOs) feel their chief executive officers (CEOs) lack a “strong commitment to digital transformation.””

Read more at Website Magazine: Digital Transformation Without CEO Support?