Executive Roundtable - Top B2B marketing executives around the same table

The Executive Roundtable is a series of roundtable discussions born in 2022 out of the need for marketing leaders to share experiences and lessons learned from transforming marketing from a cost center to a profit center in a complex sales environment.

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Broaden your views and exchange experiences with other marketing executives —

What is it about?

The roundtables are an opportunity to broaden your vision and increase your knowledge through interesting discussions. We create a space where you can discuss, spar, and be inspired on topics of interest to marketing leaders.

The sessions will be organized for a small, carefully selected group of around 10 senior marketing leaders from large B2B companies operating in a complex sales environment.

For whom?

Participants are marketing leaders from major B2B companies operating in a complex sales environment. A typical participant is from an industrial, IT, software, or professional services company with a turnover of more than €50 million and the title of Marketing Director, CMO, Global Marketing Director, or Vice President of Marketing.

25.1.2024 Marketing value communication in a complex sales environment

What tools can you use as a leader to support the whole team's ability to communicate the total value of marketing? How can you as a leader enable better value communication? Where can you focus your efforts to have the greatest impact? These were the themes we explored in our first roundtable of the year.

18.4.2024 Developing marketing function with the help of the maturity model

How can you, as a leader, develop your marketing towards a profit center with the help of the maturity model? Marketing maturity is made up of marketing roles and stakeholders, resources and organization, technology, skills and capabilities, and operating models and processes. How can you identify where your organization currently stands in these areas? How can you identify which areas are worth developing?

12.9.2024 How to succeed as a marketing executive in budgeting and annual planning?

How to get enough insights into annual planning and make it useful for the whole team? How to avoid replicating the previous year and achieve a truly optimal result through zero-based budgeting & planning? How to involve the team and stakeholders in the right way at the right time? How to ensure that the annual plan is at the right level, while adapting to changing market conditions?

28.11.2024 The impact of AI on the everyday life of marketing executives - 3 dimensions

We will discuss the impact of AI through 3 dimensions: buying behaviour, operations and leadership. How will AI change B2B buying? Who is directing or guiding the usage of AI and how? How can you as a leader ensure that what you do within and across teams is consistent and that there is clarity of approach? When faced with these questions, the role and responsibility of the marketing executive cannot be underestimated.

Frequently asked questions —

01 How can I join?

Please fill in the form above or email niko.hiljanen@mavenfirst.com to let us know if you are interested in participating.

02 How are participants selected?

This is a closed event, and we will select the participants. We want to ensure that participants have a free atmosphere for the exchange of ideas and discussion.

03 How much does the Executive Roundtable cost?

Participation in the roundtables is free of charge.

04 When and where will the roundtable take place?

These events are held regularly once a quarter and are primarily invitation-only. Roundtable events are held on-site in varying locations but are concentrated in the Helsinki area, where they are easily accessible. Next year's events are planned to be held in Stockholm and London in addition to Helsinki.

05 What are the topics of discussion in the roundtable?

Themes change for each event.
The sessions have covered topics such as the role of marketing in a complex sales environment, the marketing journey and the evolution of operations from a cost center to a profit center, and recent research and its implications for marketing.