• The Compelling Economics of Engagement

• Gallup to Share Research at Enterprise Engagement Lunch

• About Enterprise Engagement

• Topics

• Sessions Overview

• 2009 Proceedings

The Compelling Economics of Engagement

As part of the challenge of adjusting to this new economy, the need to find more efficient ways to get and keep good customers and talent has become a critical issue. The Enterprise Engagement Conference and Expo is about practical strategies and solutions related to how to engage and motivate customers, distribution partners, and key employees to improve your business in the most cost-effective ways.

The Human Capital Institute, the nation’s leading organization dedicated to talent management, and Peppers & Rogers Group and its 1to1® Media division, leaders in one-to-one marketing strategies, have teamed up to be the founding sponsors of this program. Because the emerging field of Enterprise Engagement integrates a number of business disciplines, other select organizations will also be involved.

By working together with multiple organizations with a stake in engagement, our goal is to generate greater awareness for the emerging area of Enterprise Engagement at a time when businesses will be more receptive to the importance of attracting and retaining the best possible customers, distribution partners, and employees.

The program was designed to provide executives and managers in sales, marketing, general management and human resources with practical solutions aimed at helping them more cost-effectively drive performance in both good times and bad.

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Gallup to Share Research at Enterprise Engagement Lunch

Kevin McConville, Senior Managing Partner of Gallup, shared the company’s unique perspective on customer and employee engagement at a special luncheon program for the Enterprise Engagement Alliance, a coalition of organizations dedicated to researching and promoting the importance of engagement in business.

For well over a decade, The Gallup Organization has conducted unique research on customer and employee engagement, finding a compelling link between the engagement of customers, employees and financial results. Gallup has also found that engagement has as much impact in the departmental, branch, or field level as it does in corporate headquarters, and that large variances can occur between engagement in various locations or organizational departments. Consequently, it has developed what it calls the “Human Sigma” factor as a way to help organizations measure their engagement across the entire organization.

In his luncheon address, McConville shared Gallup’s findings on companies that excel in engagement and discuss why so few organizations emphasize engagement as part of their long-term strategy. He also outlined why the economic meltdown and other changes in marketing and management may be creating a better climate for the emergence of engagement.

The Enterprise Engagement Alliance is a coalition of leading organizations – founded by the Human Capital Institute, Peppers & Rogers Group, 1to1® Media and Selling Communications. Inc. – that are committed to broadening outreach and research on all aspects of Enterprise Engagement. Supporting associations include: the Incentive Research Foundation and the Incentive Federation. Founding sponsors include: Carlson Marketing Group, Dittman Incentive Marketing, EGR International and Maritz.  

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About Enterprise Engagement

There’s a huge shift occurring, from the use of traditional mass-marketing approaches to more targeted, one-to-one engagement strategies that identify and build relationships with the people crucial to business, from customers and distribution partners, to salespeople, employees, and vendors. Today, it’s not just about attracting great customers and employees, it’s also about retaining them and generating word-of-mouth so that you get more great customers and employees. Enterprise Engagement is the process of achieving financial results by focusing strategically on attracting and retaining customers; promoting word of mouth; and maximizing the buy-in of distribution partners, salespeople, and all employees so that the entire organization is focused on satisfying customers through innovation and efficient and passionate service.

Unlike the traditional business model, in which many organizations operate in silos, Enterprise Engagement involves communication across the organization so that all performance improvement efforts focus on the goal of attracting and retaining customers and talent who in turn become brand ambassadors who help attract and retain more customers and talent. Enterprise Engagement costs less than traditional marketing and management strategies because it focuses specifically on the audiences that can make the most difference to your organization.

Enterprise Engagement is based on compelling research from multiple sources, proving that a strategic focus on engagement throughout the organization has a long-term positive impact on financial performance and stock-price performance.

The Enterprise Engagement Conference and Expo features strategic and tactical education, exhibits, and solutions for anyone in business seeking practical ways to engage target audiences to achieve concrete business objectives, including:

• Increased sales with less need for advertising;
• More word-of-mouth business;
• Greater customer and distribution channel loyalty;
• Increased innovation, efficiency, and quality through better talent recruitment and retention.

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Topics

The Enterprise Engagement Expo included plenary sessions and exhibits on all aspects of key external and internal engagement strategies.

Sessions Overview

Tuesday, May 12, 2009

9:00-9:50am
ROE: Return on Engagement.
This session provided management in sales, marketing, and human resources with data they can use to better understand how engagement can affect the bottom line. Schweyer shared preliminary results of a new study on the Economics of Engagement, conducted by the Human Capital Institute’s Enterprise Engagement Research Practice Area.
Presented by the Human Capital Institute.

Speaker: Allan Schweyer, Executive Director, Senior Vice President of Research, the Human Capital Institute

10:00-10:50am
The Compelling Economics of Incentive Programs.
This session focused on how organizations can turn traditional incentive programs into highly measurable marketing programs whose costs are directly tied to results. It covered the fundamental, practical steps organizations can take to create performance improvement programs for salespeople and employees with a variable cost structure tied to results.

Speaker: Mike Ryan, Senior Vice President, Marketing and Client Strategy, MADISON Performance Group. Presented by the Incentive Marketing Association and the Performance Improvement Council

11:00-11:50pm
Take Charge of Your Sales and Your Sales Team.
To drive positive, measurable change and keep their competitive edge, managers must learn how to quickly and effectively coach, motivate and retain their top producers while turning around the underperformers. Develop the discipline you need to engage, inspire and coach your salespeople into sales champions. Keith Rosen, author of the award winning, Coaching Salespeople Into Sales Champions, shared with our attendees how to build and manage a world class, high performing sales team. Presented by Ziglar, Inc., www.CanDoGO.com and the Motivation Professionals Association.

Speaker: Keith Rosen, President of Profit Builders 

1:00-1:50pm
Turn Employees Into Brand Ambassadors. 
Marketing and communicating a brand promise internally and externally requires many of the same strategies and tactics used in advertising, except targeted at very specific audiences. This session addressed how to identify target markets, build strategies, communicate effectively and motivate audiences to action. Attendees learned why turning your employees into brand ambassadors should be part of their advertising plan.

Speaker: Thomas B. Traynor, CBS, Executive Vice President/Chief Brand Officer Breehl, Traynor & Zehe, Inc. A Brand Establishment Company

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2:00-2:50pm
Performance-Based Recognition.
This session focused on how organizations can connect the dots between external marketing and branding to attract and retain customers, as well as internal marketing to employees and distribution partners to make sure their behaviors align with customer needs. Attendees got an entirely different perspective on recognition and practical steps they can implement to help translate employee engagement into practical benefits.
Sponsored by Recognition Professionals International.

Speaker: Kevin Cronin, Vice President, Recognition & Reward Solutions, Perks.com, formerly Recognition and Reward Executive/SVP for Bank of America

3:00-3:50pm
The Impact of Values on Engagement.
This session covered the critical role of vison and values in creating engagement across any company’s stakeholder groups. Sirota Survey Intelligemce, a global leader in employee satisfaction and engagement research, helped attendees create a ‘partnership culture’ and a single ‘moral compass’ among their constituents, as well as demonstrated the relationships between employee and customer brands.

Speaker: Douglas Klein, President, Sirota Survey Intelligence 

4:00-4:50pm
Focused and Inspired: Motivating the Sales Force in Tough Times.
Now, like never before, salespeople have to work harder to earn less and customer retention is increasingly difficult. Sales managers learned practical ways to keep salespeople focused and inspired through the proper use of performance management, incentive compensation and tangible reward and recognition programs.
Sponsored by the Sales Management Association.

Speaker: John Keller, Global Director of Incentive Compensation, Verizon

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Wednesday, May 13, 2009

9:00-9:50am
Customer Engagement: The Competitive Edge.
This session demonstrated how engagement provides organizations with a competitive advantage, even more so in tough economic times, and identifies the key drivers of customer engagement in the 21st century.
Presented by Peppers & Rogers Group and 1to1® Media, the nation’s leading consulting and information resource on one-to-one marketing.

Speaker: Don Peppers, Founding Partner, Peppers & Rogers Group and 1to1® Media 

10:00-10:50am
The Integrated Incentive Engagement Evaluator (I2E2).
More and more marketers are being asked to identify an incentive program’s specific contribution to the strategies and tactics used to engage customers, distribution partners, salespeople and all other employees to achieve specific goals. Integrated Incentive Engagement Evaluator (I2E2) assessments answer those questions by demonstrating the effects incentives can have on brand/corporate engagement levels – both positive and negative – as well as target-audience attitudes and behaviors. Author and thought leader, Dr. Robert Passikoff, Founder and President of Brand Keys, Inc., showed how to apply the I2E2 in virtually any situation, and an incentive study will be presented on a pre-post basis.

Speaker: Dr. Robert Passikoff, Founder & President, Brand Keys, Inc

11:00-11:50am
Intrinsic Motivation: Unlocking the Inner Spirit of Your People.
This session explained how the “Power of Nice” and the “Power of Small” can improve the “intrinsic motivation” of employees, which boosts productivity, customer satisfaction and profits. Linda Kaplan Thaler leads one of the fastest growing ad agencies, whose work for clients such as Procter & Gamble, Aflac, Continental Airlines, Kodak, Kraft Foods, Pfizer and US Bank has won 13 Clio Awards and she is co-author with Robin Koval of the best-selling books Bang! Getting Your Message Heard in a Noisy World, The Power of Nice: How to Conquer the Business World with Kindness and The Power of Small: Why Little Things Make All the Difference.
Sponsored by Motivation Partners, Inc.

Speaker: Linda Kaplan Thaler, CEO and Chief Creative Officer, Kaplan Thaler Group

1:00-1:50pm
Results-Based Meetings.
To meet or not to meet? These days you need to make sure your meeting delivers measurable results. This session shared the latest insights into meeting return-on-investment methodology, including process, practical applications and anticipated levels of accuracy. It demonstrated how your organization can tie meeting management into overall engagement strategies in a measurable way.

Speaker: Todd Hanson, Founder, Catalyst Performance Group

2:00-2:50am
Engagement Technology – A Panel Discussion.
The internet and other technologies are driving the engagement process with customers, distribution partners and employees.  Attendees learned about the latest advances in marketing automation and personalization systems and how they can deliver relevant, data-driven, multi-channel marketing communications campaigns to improve program performance, effectiveness and accountability. This panel included experts from three leading companies with specialized technology for building relationships and creating loyalty.

Panelists:  Mike Hoffman, Director of Business Development, RI Communications, Jeff Dalton, President, Paramax Productions, and Bruce Bolger, President,  Solata Technologies

Moderator: Ira Ozer, Principal, Motivation Partners Inc.

Click here to view the education program agenda-at-a-glance.

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2009 Proceedings

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Download the electronic handouts of the presentations >>

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Conference Sponsor

Enterprise Engagement Alliance Founders

Enterprise Engagement Alliance Leaders

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