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2024 Conference Agenda

7:00AM to 8:00AM

Day 2 Breakfast & Sponsor Expo

Begin the day with breakfast, while having an opportunity to network with your competitive marketing peers.

8:00AM to 8:05AM

Conference Day 2 Kickoff

Quick recap of Day 2 highlights & a glimpse of what's in store for Day 3 excitement!

Ben Scheerer

8:05AM to 8:55AM

Day 3 Keynote

The Sacrifice Paradox: Navigating Life’s Choices and Tradeoffs

Leaders and employees alike are constantly faced with difficult decisions that require tradeoffs—sacrifices of time, resources, and even personal well-being. "The Sacrifice Paradox" explores the complex nature of these sacrifices, revealing how they can lead to personal and professional growth, success, and fulfillment. This keynote speech delves into the paradoxical idea that sometimes, to gain something truly valuable, we must first give up something else that we also value. Through a series of real-life examples and thought-provoking insights, this speech will challenge attendees to reflect on their own decisions, understand the impact of their sacrifices, and learn how to align these tradeoffs with the broader goals of creating a meaningful and sustainable company culture.

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Objectives:

  • Understand the Nature of Sacrifice: Attendees will gain a deeper understanding of the sacrifices often required in both personal and professional life and how these decisions can impact long-term success and fulfillment.

  • Evaluate Tradeoffs: Through the introduction of a new “Sacrifice Framework”, participants will learn how to critically assess the tradeoffs they face, weighing the benefits and consequences of their decisions to make choices that align with their values and organizational goals.

  • Build a Meaningful Company Culture: The speech will highlight the importance of aligning individual sacrifices with the collective goals of the organization, emphasizing how personal and professional tradeoffs can contribute to a positive company culture. Enhance

  • Leadership Skills: Attendees will be equipped with practical tools and strategies to navigate difficult decisions, empowering them to lead with integrity, empathy, and a focus on long-term impact.

  • Foster Employee Engagement: The keynote will address how understanding and managing sacrifices can lead to greater employee engagement, satisfaction, and retention by creating an environment where individuals feel valued and purposeful.

David Kalinowski

Proactive Worldwide

Keynote2

8:55AM to 9:40AM

Session 9: Unfair Advantage: Transforming Competitive Intelligence into Sales Wins

After putting in the effort to gather competitive insights, how do you ensure your sales team uses this information effectively to close more deals? In this session, you’ll learn how to create a simple, just-in-time plan that makes it easy for your sales team to get the information they need when they need it. You’ll leave with a ready-to-use plan, a clear idea of what success looks like, and practical tips to tailor your strategy to your specific needs.

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Want to give your sales team the advantage they need to outmaneuver the competition? Join us for a lively session where we’ll show you how to turn competitive intelligence into actionable insights that drive deals.

 

  • In this session, you’ll learn how to:

  • Focus on the competitive insights that really matter

  • Build a quick, no-fuss enablement plan

  • Define and track success (including revenue impact!)

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Hao Nguyen

Nine Sky Consulting

HaoN

9:40AM to 10:00AM

Break & Sponsor Expo

Grab a quick refreshment as well as have time to speak with the sponsors and network with your peers.

10:00AM to 10:45AM

Fireside ChatInnovating in a Mature Market: How Competitive Intelligence Can Drive Differentiation
Insights from the Property Restoration Industry

This topic taps into several key elements of our experience at First Onsite (a $1B revenue global property restoration firm and in the top 5 companies in the market) that might resonate with the audience at the Competitive Marketing Summit:

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  • Navigating a Highly Competitive, Fragmented Market:  We can discuss how a company in an 80-year-old industry, with a $200B market and only a handful of players capturing 2%, can find ways to differentiate. We can tie this to competitive intelligence strategies that uncover opportunities in a saturated market where there are very few differentiators at the upper levels.

  • Leveraging MarTech to Enhance Competitiveness: Highlight the use of tools like 6Sense and Jabmo and our experience with Agile pods and ABM. Explain how technology can help win RFPs, improve targeting, and grow the company's footprint, especially when dealing with large accounts like JLL.

  • Shifting Industry Dynamics and IoT: Discuss the role of IoT devices and early detection sensors, as they represent a move away from traditional disaster recovery models. Focus on how data is becoming the key asset and how competitive intelligence can help identify which technologies and innovations will reshape the future of the industry. For example, explore how IoT and data transparency can give companies a competitive edge with insurance companies and large clients.

  • Data-Driven Decision Making and Customer Segmentation: Instead of following broad, reactive strategies just because competitors are doing them, discuss how companies can leverage customer data to create more effective segmentation. Explain how focusing on customers with high Customer Lifetime Value allows businesses to prioritize efforts that yield the greatest returns. We can tie this into how First Onsite used customer data to make more strategic decisions rather than spreading resources thin across all fronts. This approach can be a key differentiator in a crowded market, allowing companies to focus on high-value segments that provide the most impact.

Adrian Fulle

Good Sales Life

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Megan Qualley

First Onsite Property Resotration

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Fireside

10:45AM to 11:30AM

Session 10: Consistent Strategic Assessments

Assessing the future marketplace is a key step in strategic planning, but assessments are inconsistent due a lack of structure, and due to the bias of planners, strategists, and executives.In this session, learn a simple Framework that adds consistency and predictability to scenario development and assessment. A six level framework is explained for assessing past, present, or future conditions. The framework helps understand Why organizations act, What they think can do, How they act, the impact of Government, Industry impact, and Organization impact.

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  1. A simple six level framework for adding consistency to scenario analysis

  2. How to use six interdependent models to add consistency to scenario analysis

  3. How to adapt the framework to reflect your industry or organizational views

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Quentin Smith

Retired USAA

Session 11: Unleash the Power of CI & PMM: A Winning Partnership

11:30AM

to

12:15PM

Competitive intelligence (CI) and product marketing (PMM) are a powerhouse duo. CI provides the fuel (data and insights) that PMM uses to craft winning strategies for positioning, packaging, pricing, messaging, and more. It's both a science (data analysis) and an art (strategic storytelling) to leverage CI effectively, no matter your market or company size. However, even the best partnerships can stumble. CI and PMM efforts can get misdirected, focusing on minor details at the expense of the bigger picture. This can lead to missed opportunities and ineffective marketing campaigns. This session is your chance to refocus! We'll explore how to forge a successful CI-PMM partnership that drives results. We'll delve into real-life examples of how CI fuels impactful marketing campaigns, and uncover common pitfalls to avoid. Join us and unlock the true potential of your CI and PMM teams!

Fouad Benyoub

Shiva Strategies Inc. (SSI)

Shiva

12:15PM to 1:00PM

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

Session 11: Digital Competitive Intelligence: Unlocking Hidden Insights into Your Competitors with Advanced Digital Toolsets

1:00PM to 2:00PM

In today’s hyper-competitive market, knowing your rivals inside out isn’t just an advantage—it’s essential for survival. The ability to react swiftly and strategically to your competitors’ moves can make the difference between thriving and falling behind. But what if you could go beyond the obvious and peer into the hidden layers of their strategy?

 

This session will immerse you in the world of digital competitive intelligence, teaching you to leverage cutting-edge yet affordable tools and technologies that provide unprecedented access to the inner workings of your competitors. From understanding their DNA to uncovering the motivations behind their actions, you’ll learn to decode their business language, anticipate their next moves, and gain a holistic understanding of their digital footprint.

 

Using advanced yet easy-to-master digital tools—some of which are lesser-known and highly effective—you’ll be equipped to see beyond the surface of your competitors’ public personas. Whether you’re revamping your website, planning a merger or acquisition, or arming your marketing team with critical data to justify budget decisions, this session will empower you to make smarter, data-driven decisions that drive your competitive edge.

 

Key Takeaways:

 

  1. Revolutionize How You See Competitors: Break through the façade and learn how to gather hidden, actionable intelligence that reveals your competitors’ true strategies and weaknesses.

  2. Master Powerful, Stealth Digital Tools for Competitive Insight: Uncover real-world examples of how to tap into digital toolsets that deliver insights on:

  • Historical Trends: Discover what their product lineup looked like a year ago or how their positioning shifted after a major acquisition.

  • Current Focus: Identify their tech stack, marketing automation, social media strategies, and even the key questions their customers are asking.

  • Future Directions: Learn how to predict their content strategies, expansion into new digital channels, and upcoming product launches.

  • Turn Data into Actionable Strategies: Develop the ability to take raw data and transform it into meaningful, actionable activities that will give your company the competitive edge it needs—starting immediately.

 

Join this session to gain access to a powerful arsenal of digital tools, actionable insights, and stealth strategies that will transform your competitive intelligence efforts and give your team the advantage it needs to succeed.

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Andreas Mueller

Bloofusion

AndreasM

2:00PM to 

2:45PM

Session 12: Developing a multi-insights approach for GTM strategies

Understanding ongoing market dynamics, competitive positions, and consumer behavior is essential for the success of any product roadmap, investment strategy, and marketing plan. Whether entering a new market or assessing an existing one, a multi-insights approach to market knowledge is crucial. This session will emphasize using primary research as a key component of the broader market intelligence toolkit. The process from product planning to launch and developing consumer personas for effective messaging can be improved with both qualitative and quantitative feedback from consumers and stakeholders, along with comprehensive market understanding, opportunity sizing, and competitor analysis.

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Dolly Goulart

Qualcomm

Dolly G

2:45PM to 

3:15PM

Recap of the last 3 days - and closing remarks

Summit Close

Premiere Sponsors

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