EVENT

More than 70 marketing executives gathered in Boston to hear distinguished panelists make the case for and show the value of Marketing Performance Measurement, at the CMO Council’s MPM Forum. Co-hosted by Zoom Information and Demantra and held at ZoomInfo’s new headquarters in Waltham, Mass., the Forum kicked off with a compelling keynote by marketing guru Bruce Clark, associate professor at Northeastern University, who stressed that MPM systems are only effective when aligned with a company’s overall business goals. Then, panelists from such brands as Akamai, BearingPoint, Cognos, Factiva and others offered real-world scenarios on creating and implementing effective MPM systems, with plenty of interaction with the audience. To wrap up the half-day event, CEOs from KnowledgeStorm, Zoom Information and Accela Communications offered keen insights into how marketing and measurement are viewed from the C-suite. The MPM Forum series heads to Europe with an event in Munich on July 19, followed by New York on Sept. 7, and Paris, date to be determined.