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Webinar: Marketing to the CFO

Explore the approach of successful CMOs and CFOs

Tuesday 10 November 2020

With the coronavirus pandemic and economic uncertainty expected to continue into next year, marketers are entering one of the most unpredictable planning cycles seen in decades. To overcome these inevitable obstacles, a strong relationship between CMOs and CFOs is critical.

In this webinar, LinkedIn and Mediaocean will speak to leading CMOs and CFOs as they discuss the importance of a collaborative relationship between finance and marketing, and the ways in which CMOs and CFOs can best align as they approach the 2021 planning cycle.

Sign up to hear from top CMOs and CFOs on how they are collaborating and will be planning for next year.

REGISTER HERE

Event Partners

    In partnership with
  • Mediaocean
  • LinkedIn
  • Mediatel News

Agenda

16:00 - 16:05

Time zone: GMT

Introduction

16:05 - 16:20

Time zone: GMT

Presenting the Research - Marketing to the CFO

16:20 - 16:25

Time zone: GMT

Vox Pops

A selection of recent interviews from the last months where Fran Cassidy and the B2B Institute’s research on Marketing to the CFO is discussed.

Featuring:

Amit Doshi, CMO Lenovo India and South Asia
Frank Cooper, Senior MD and CMO, BlackRock
Chris Pitt, CEO Designate, First Direct

16:25 - 17:00

Time zone: GMT

Panel discussion

Our expert panel will discuss:

  • How can CFOs get more value from marketing?
  • What are the key assumptions CFOs are working from for the next 12 months?
  • How can marketers prove the value of marketing to drive the financial objectives of the organisation?
  • How is the planning cycle changing?
  • Is dynamic planning, rather than an annual plan now a necessity?

  • Chair
    Jan Gooding, Executive Coach & Chair, Given
    Aaron Goldman, Chief Marketing Officer, Mediaocean
    Pete Markey, Chief Marketing Officer, TSB Bank
    Charlotte Frijns, CFO UK, GroupM

    Chair

    Jan Gooding

    Speakers

    Aaron Goldman Pete Markey Charlotte Frijns

    Speakers

    • Speaker
      Jan Gooding

      Executive Coach & Chair, Given

    • Speaker
      Jennifer Shaw-Sweet

      EMEA Lead B2B Institute, LinkedIn

    • Speaker
      Aaron Goldman

      Chief Marketing Officer, Mediaocean

    • Speaker
      Pete Markey

      Chief Marketing Officer, TSB Bank

    • Speaker
      Charlotte Frijns

      CFO UK, GroupM

    See all speakers
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    Jan Gooding

    Executive Coach & Chair, Given

    Jan Gooding is known to be one of the UK’s most experienced marketing leaders and is outspoken on a range of subjects from building global brands to inclusive leadership. She has enjoyed a successful marketing career during which time she has worked with blue chip corporates such as BT, British Gas, Diageo and Unilever and, most latterly, as the Group Brand Director at Aviva. In her final role at Aviva, as their first Global Inclusion Director, she was responsible for introducing the ground-breaking policy of equal parental leave. Jan now pursues a portfolio of interests as an executive coach, non-executive Chair of PAMCo and Given and is President of the Market Research Society. She is also an Ambassador and former Chair of Stonewall. She is regular columnist for Mediatel and an Honorary Fellow of the Market Research Society.


    Articles from Jan Gooding
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    Speaker

    Jennifer Shaw-Sweet

    EMEA Lead B2B Institute, LinkedIn

    After 20 years in top 10 network agencies, Jenny jumped over to LinkedIn in to work in the B2B institute, a thinktank. Her research interests lie in business, marketing, branding, the power of creativity and, 'on the side’, Law, Human Rights and Anthropology. Most recently, Jenny has edited and presented publications from The B2B Institute at Linkedin including, 'Marketing to the CFO' with Fran Cassidy and the IPA and 'The Objectivity Trap' with Rory Sutherland and Ogilvy Consulting. Both are available from the B2B Institute website www.b2binstitute.org


    Articles from Jennifer Shaw-Sweet
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    Aaron Goldman

    Chief Marketing Officer, Mediaocean

    Aaron Goldman is Chief Marketing Officer at Mediaocean, the modern system of record for omnichannel advertising. Processing $150 billion in annual ad spend, Mediaocean provides foundational software to connect brands, agencies, media, technology, and data. Goldman joined Mediaocean following its acquisition of 4C where he was CMO. Bridging closed ecosystems in TV, digital, social, and mobile, 4C built the Scope platform which helps marketers make multi-screen magic. Well-known in the industry for his freestyle flow and propensity to talk about himself in 3rd person, Goldman has been running the media rap game for almost 20 years. Prior to 4C, Goldman was CMO at Kenshoo, an enterprise marketing software company, for nearly 5 years. Of all his accomplishments, Goldman is most proud of turning Kenshoo into multiple parts of speech, with such taglines as Kenshoo Do It? I Kenshoo, Can You? And How Do You Kenshoo? Previously, Goldman founded Connectual, a marketing consulting and matchmaking firm. Before that, he was VP Marketing and Strategic Partnerships at Resolution, a digital marketing agency that makes it rain under the Omnicom umbrella. And in the early days, Goldman managed U.S. Midwest sales for MaxOnline, an ad network that was rolled up into IAC. He sold a lot of pop-ups. Goldman is also the author of Everything I Know about Marketing I Learned from Google (McGraw-Hill 2010). When he’s not busy Googling himself, Goldman is running around Chicago with his wife, Lisa, daughter, Eliara, and twins, Ethan and Mila.


    Articles from Aaron Goldman
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    Speaker

    Pete Markey

    Chief Marketing Officer, TSB Bank

    Pete Markey is Chief Marketing Officer for TSB where he is responsible for brand, marketing, analytics, customer communications and digital sales. Pete has held senior leadership roles at Aviva, the Post Office, RSA and MORE TH>N with his early career at Onetel, the AA and British Gas. As well as running marketing, Pete is also the Executive Sponsor for the TSB LGBT+ Network. Pete has been awarded four prestigious Marketer of the Year awards and is a Fellow of the Marketing Society and the Chartered Institute of Marketing. In 2019, Pete was awarded the Diversity Ally award at the European Diversity Awards. Pete is a mentor for The Marketing Academy, OUTstanding and Solent University.


    Articles from Pete Markey
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    Speaker

    Charlotte Frijns

    CFO UK, GroupM

    Charlotte oversees GroupM’s financial, commercial, business operations and people teams in the UK. Having joined GroupM in May 2018, Charlotte’s role sees her responsible for a wide range of functions within the business – from managing financial reporting and commercials, to our HR operations; with a large focus on D&I. Charlotte relocated to the UK from the Netherlands in 2005 and brings a wealth of experience from a range of senior finance and commercial roles within agencies such as Zenith, Publicis Media and Digitas.


    Articles from Charlotte Frijns