CMO Forum 2015
On May 21, 2015, a seminar was held at the Sapphire Room, Aoyama Diamond Hall, Tokyo with the theme of “CMO Forum 2015: Marketing-led Business — Roles of the CMO and organizations that maximize effects.”
It goes without saying that in today’s business landscape, a company cannot rely on superior technologies and products alone to sustain its competitive advantage over the long term. How do we differentiate ourselves from our competitors and deliver value to our customers? This is a question that a lot of business managers ask themselves day in and day out. With information technology including big data making rapid advances, it seems to be logical that expectations for the marketing department are increasing. However, if you consider that marketing covers only a limited set of operations from digital departments to research, advertising and public relations, you could miss a major business opportunity. In this context, an increasing number of companies have begun to focus on the roles of marketing in business by taking measures such as combining the marketing activities of each department and appointing a CMO (Chief Marketing Officer) responsible for companywide marketing activities in an effort to integrate marketing with business.
In the 2nd CMO Forum, we invited people including CMOs and marketing executives from various companies to deliver lectures on their companies’ respective business strategies together with key factors for marketing-led business including ideal marketing activities and organizational structures, and the roles of the CMO. Meanwhile, in the latter part of the forum, they talked and discussed the keys to customer creation which will be necessary in the future as well as abilities that marketers need to develop from a diverse range of perspectives as a top management, an entrepreneur or a brain scientist, and examined how marketing should be conducted and how Japanese companies should compete from this point onward.
Organizer: BUSINESS FORUM NET. Co., Ltd.
Co-sponsor:Adobe Systems Japan
Participants’ segments
Special lecture: Global Marketing and Management
Mazda’s global marketing strategy
- Mazda’s global marketing strategy
- Oversight and management of global marketing
- Initiatives implemented by marketing leaders
Masahiro Moro
Managing Executive Officer, Global Sales Coordination In charge of Global Marketing and Customer Service and Sales Innovation
Mazda Motor Corporation
Special lecture II: Marketing and the CMO
Teijin’s interdivisional restructuring
– Marketing and roles of the CMO
- Teijin’s marketing strategy and roles of the CMO
- Organizational structure for the most appropriate marketing
- Problems and challenges of interdivisional restructuring
Kentaro Arao
Teijin Group Senior Executive Officer
General Manager, New Business Development Business Unit; Chief Marketing Officer; and Director,
BRICs Business
TEIJIN LIMITED
Lecture by co-sponsor: Marketing and Digital Usage
Importance of employing a digital strategy as part of mass marketing Avoid 62.6% of opportunity loss by improving individual customers’ digital experience
- Obstructive factors for business activities identified by consumer behavior survey
- Leading Japanese companies placing emphasis on individual customers’ digital experience
- The digital strategy agenda that should be considered and its implementation
Eugene Saburi
President
Adobe Systems Japan
Special lecture III: The Ideal Marketing Organization
The organization that marketing executives think of as ideal and the roles of marketing executives
- Price-communication strategy – How to convey price advantage without harming quality image
- Ideal marketing organization
- Roles of the CMO/marketing executives
omonobu Tominaga
Executive Officer Senior Vice President
In charge of Marketing
Seiyu GK
Special lecture IV: Business Leaders’ Marketing Perspectives
Marketing strategy to create customers in light of “Seven Stars in Kyushu”
- Marketing strategy for “Seven Stars in Kyushu”
- Keys to and chances for customer creation – What do ordinary citizens want?
- The roles of top management explored from a marketing perspective
Koji Karaike
Chairman
Kyushu Railway Company
SPECIAL LIVE discussion: Business × Marketing × Brain Science
Japan should help make the world more interesting! How marketing should be conducted and how Japan should compete from this point onward!
- Marketing strategy for “Seven Stars in Kyushu”
- Keys to and chances for customer creation – What do ordinary citizens want?
- The roles of top management explored from a marketing perspective
Akira Morikawa
Entrepreneur
Kenichiro Mogi
Brain Scientist