IMD International

CMO Roundtable


During this meeting of invited senior marketers, we will explore the important role of achieving excellence in vital marketing processes and assets, and how this excellence is critical in highly competitive market places. Senior practitioners will take center stage to share unique experiences, identify common ground and explore development opportunities. The roundtable will be hosted by Professor Seán Meehan, Martin Hill Professor of Marketing and Change Management.

Dates Thursday, September 8, 2011 - starting at 17:30
Friday, September 9, 2011- ending at 14:00


Thursday, September 8, 2011 - IMD International, Lausanne

17:00 Welcome/Registration
17:30 Intoduction by Seán Meehan, Martin Hill Professor of Marketing and Change Management
17:45 The Central Role of Customer Insights
How the LEGO Group leverages consumer insight and engagement to feed its innovation process. Mads Nipper, Executive Vice President, Markets & Products, LEGO Group
18:45 Discovering Customer Insights Pre-dinner review of methods in use, challenges and opportunities
19:30 Dinner

Friday, September 9, 2011 - IMD International, Lausanne

08:00 Customer Success through Key Account Management We will examine how key account leaders deal with high levels of complexity, ambiguity and deliver results with minimal formal authority. Alfredo Morate, Vice President, Schindler
09:00 Leveraging your Brand’s Full Value How mature brands in developed markets can continue to unlock consumer and shareholder value through consumer segmentation and portfolio management. Peter Yorke, Global Marketing Director, Pampers, Procter & Gamble
10:30 Leveraging Brand Assets in a Crisis How Toyota is leveraging its brand equity to deal with an unprecedented confluence of challenges: The Japanese Economic Crisis; Recalls of over 1 million in Europe; and the Tsunami. Miguel Fonseca, Vice President, Sales Business, Toyota Motor Europe
11:30 Developing Marketing Excellence in a B2B environment: Winning requires all your marketing capabilities to operate at a high level. We’ll hear how one firm addresses building, maintaining, developing its marketing capabilities. Laurent Michoud, National Starch
12:30 - 14:00 Buffet Lunch at IMD

Location IMD is located in Lausanne, Switzerland, on the shores of Lake Geneva, approximately 40 minutes by road or rail from Geneva International Airport.
General Information


The event is free of charge, by invitation only. Travel and accommodation are at participants’ own expense.


CMO Roundtable
Lausanne, Switzerland,
September 8-9,2011


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