EVENT

More than 60 Southern California marketers gathered at the FileNet headquarters in Costa Mesa, CA on May 3 for the third of eight MPM Forums produced by the CMO Council in 2005. Headline presenter Laura Patterson, author of "Measure What Matters," set the stage with insightful insights on key business measures, metrics and MPM practices that most resonate with senior management. This was followed by highly interactive and revealing panel discussions involving executives from Ingram Micro, Iomega, Tektronix, Best Software, EFI, Intellisync, Cognos, FileNet, PacifiCare Health Systems, and Securify. Council members explored different aspects of how to access and use MPM data, gain key constituent participation, bridge the sales and marketing gap, focus on business outcomes not marketing activities, and improve operations and processes. The half-day program concluded with an enlightening CEO luncheon panel moderated by John Andrews, the West Coast correspondent for The Economist magazine. Frank and forthright views and opinions were expressed by CEOs from Road Runner Sports, AssetLink, iLoop Mobile, and LeadGenesys.