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March 24-26, 2025
Golden, Colorado
Unlock the Power of Intelligence: Elevate your Competitive Marketing Expertise
2025 Conference Agenda
5:30PM
to
7:00PM
Monday Night Welcome Networking Reception
Whether you just arrived or have been attending all-day workshops, kickoff your Competitive Marketing Summit experience with our networking reception.
7:00AM to 8:00AM
Registration, Breakfast, & Sponsor Expo
Begin the day with breakfast, while having an opportunity to network with your competitive marketing peers.
8:00AM to 8:10AM
Conference Opening - Welcome
Welcome and opening remarks from the founder and prinicpals of the Competitive Marketing Summit
Ben Scheerer
WakeUp! - Session 1: Data-Driven Competitive Intelligence and Digital Marketing in the Age of Generative AI
8:10AM to 9:00AM
Machine learning and generative AI have become powerful engines of innovation, driving rapid development of new products, features, and services that harness analytics and AI for critical decision-making. However, it's the effort to secure the right data—and trusting its accuracy and integrity—that distinguishes market leaders from the competition. This unprecedented pace of change has amplified the challenge of acquiring superior data in competitive intelligence and digital marketing.
Data is the catalyst for amplifying business outcomes in go-to-market strategies. Few things are more frustrating than launching new campaigns, sales playbooks, battle cards, and customer presentation decks, only to find they fail to deliver results. Often, the core issue lies in not having the right data in play. In this session, George Trujillo, a seasoned leader in data and AI initiatives with deep expertise in vendor ecosystems, will share valuable insights from his experience making technology decisions and shaping competitive intelligence strategies to drive impactful results.
George Trujillo
9:00AM to 9:45AM
If you don't know the real reasons you're winning and losing to your top competitors, how can you make the changes necessary to win more and drive more revenue? In this session, we’ll explore the significant competitive advantage you’ll create through collecting and analyzing direct customer feedback. The data you capture through effective win-loss analysis helps you identify your strengths and weaknesses, build strategic alignment, and refine your sales and marketing efforts.
Learn how to run an effective win-loss program -How to pull competitive insights from qualitative feedback
How to use that feedback cross-functionally to drive revenue
Alysse Nockels
Palo Alto Networks
9:45AM to 10:15AM
Break & Sponsor Expo
Grab a quick refreshment as well as have time to speak with the sponsors and network with your peers.
10:15AM to 11:00AM
Session 3: Intelligence Amplified: Filling the Gaps for Go-to-Market Success, and Wowing Your Stakeholders
Launching a successful product or service demands a deep market understanding. However, even thorough competitive research can miss "obvious" gaps—those seemingly self-evident insights crucial for your go-to-market strategy. Effectively communicating these insights to Leadership is just as important as the findings and the subsequent actions needed. This session explores how to identify and address these hidden gaps, impressing your internal customers with them by understanding The Working Genius Model(TM), and integrating them into your plan for maximum impact.
We'll uncover these overlooked insights through:
Reframing competitive analysis: Shifting beyond data to a holistic market view.
Embracing the "voice of the customer": Utilizing feedback to uncover unmet needs.
Challenging assumptions: Questioning beliefs about your industry and customers.
Exciting Leadership with your findings, analysis and action steps for peak uptake and maximum competitive advantage
Cindy Gerber Tomlinson
INOVIS
Ben Scheerer
Red Hat
Session 4: From Data to Decisions: Influencing with Insights at the Executive Table
11:00AM
to
11:45AM
Getting a seat at the executive table is hard but aligning and implementing decisions? Not an easy task, even for the most seasoned competitive insights professionals. Join this session to learn more about creating the compelling case to get there, the data it takes to influence, implementation tactics, and how to make that invite recurring.
Expect real stories from the trenches, examples from leading competitive programs, a live case study in action and tangible frameworks to take home -- and leave this session with more confidence and new competitive program plays on how to influence decision making at any executive level to beat the competition.
Clara Smyth
11:45AM to 12:50PM
Lunch, Birds of a Feather, & Sponsor Expo
Enjoy lunch at a table with a subject matter expert & your peers while discussing a topics of interest. Spend time speaking with our sponsor to better understand how they can help your business
Conference Keynote
Full Stack Competitive Marketing
A CMO & CRO Guide to Out-Marketing your competition
1:00PM to 2:00PM
With 38 years of sales, marketing and GTM strategy across the high-tech and manufacturing industries, award-winning Joanne Moretti, sales leader turned marketing leader turned GTM business executive, will take you through her full-stack of competitive marketing tools, selling approaches, best practices and wisdom.
She has come to realize pricing is a differentiator but full-stack competitive GTM strategies go well beyond that. The audience will walk away inspired, and loaded with learnings you can take back and immediately apply.
Joanne Moretti
CRO, Fictiv
2:00PM to 2:45PM
Your favorite “no topic is off limits” CI panel returns for another installment of Surviving CI in Tech, this time tackling the onslaught of AI for seemingly everything you do in your daily workflow.
According to the hype (and your brother-in-law who’s really into crypto), AI is the ultimate key to workplace efficiency. But what does that mean for Competitive Intelligence? Where do intelligence professionals hit maximum payoff or encounter diminishing returns when incorporating AI into research or, dare we say, analysis?
Our four filter-less intelligence practitioners will talk to you about how, where, and why they are (and are not) using AI to enhance parts of their competitive intelligence programs. You’ll get four distinct points of view on the use of AI in CI and leave with tactical takeaways you can use in your CI program ASAP.
Learning Objectives:
This session provides a healthy antidote to anyone who believes AI can magically take on all of their mundane tasks. Instead of hearing about how the right prompt will finally get you to that four hour work week, attendees will learn more about where AI can be useful in creating competitive intelligence assets, leveraging AI for intel collection, how to approach creating standards for AI usage, where they need to take extra care in relying on AI, and more.
Pat Wall
MongoDB
Matt Krumholz
Splunk
Alysse Nockels
Palo Alto Networks
2:45PM to
3:15PM
Grab a quick refreshment as well as have time to speak with the sponsors and network with your peers.
Break & Sponsor Expo
3:15PM to
4:15PM
Session 6: Become a Business Relationship "Ninja": Increase your Business Relationship Intelligence
We're gonna say it:
Teams are missing POWER skills.
Solid and meaningful relationships are more important than ever. Both internally AND externally. And developing them can't be done in the same "old" ways.
In fact, new studies show that the top skills client-facing teams need to deliver are:
-
Creativity
-
Emotional Intelligence
-
Empathy
-
Influence
Our Business Relationship Ninja Keynote addresses these needs in a totally kick a$$ and entertaining way (would you expect any less from two professional improvisers?) and shares immediate and actionable tips on how to deepen internal and external relationships.
KEYNOTE
Building:
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Uncertainty Tolerance
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Emotional Intelligence
-
Authentic Empathy
Gail Montgomery
ExperienceYES
Bruce Montgomery
ExperienceYES
5:15PM to
6:45PM
Evening Networking and Cocktails
Enjoy light appetizers and refreshments while networking after the Day 1 of the Competitive Marketing Summit
Premiere Sponsors
