June 06, 2005 08:00 ET

VISA USA CEO Carl Pascarella to Keynote Influential Gathering of Senior Technology Marketing Professionals at 2005 CMO Council Summit

Summit to Draw 300 Senior Technology Marketers; Offers Unmatched Networking Potential and Intellectual Capital Generation

PALO ALTO, CA -- (MARKET WIRE) -- June 6, 2005 -- Carl Pascarella, president and CEO of Visa USA, will be the keynote speaker at the Chief Marketing Officer Council's CMO Summit 2005 to be held October 27-28 in Monterey, California.

The CMO Summit, sponsored by Akamai, the global leader in distributed computing solutions and services, is the premier networking and thought leadership event for the CMO Council, an organization of more than 1,400 senior marketing decision makers in the technology and telecom industries. Members control more than $45 billion in combined annual marketing expenditures and represent most major global brands.

Pascarella will draw on his 12-year tenure at the helm of Visa USA in a presentation on "Catering to Customer Choice in the Digital Age," a topic that highlights his success in bringing new product innovations and payment options to market under the Visa brand. Pascarella will present a compelling view of how companies need to address a customer-empowered marketplace that leverages new channels of third-party validation, service selection, and product procurement and vendor choice.

Pascarella's presentation is particularly appropriate for the CMO Council's 2005 Summit theme, "Delivering On-Demand™," which focuses on the need for real-time visibility into market dynamics and customer requirements, as well as greater predictability and insight into marketing spend and business outcomes. The On-Demand Marketing Model™ advocated by the CMO Council enables companies to better serve channel, customer and internal sales constituencies. It aims to further the delivery, availability and control of marketing content and digital assets, as well as expedite go-to-market programs. While streamlining marketing processes, On-Demand Marketing systems also introduce greater operational visibility, accountability and governance into the marketing process.

Visa USA is a prime example of a company that has optimized its marketing strategy and systems in order to compete in the ultra-competitive global payments card market. As chief executive of Visa USA since 1993, Pascarella has built Visa from a credit card company to a payments leader, offering consumers the opportunity to pay now -- with a debit card, pay later -- with a credit card, or pay in advance -- with a prepaid card.

As CEO, Pascarella has deftly navigated the company through the turbulence of the recession and 9/11, and into much smoother waters. In 2004, sales volume on U.S. Visa-branded cards grew to $1.045 trillion, a 19.1 percent increase over 2003. More than 458 million Visa cards were issued in the U.S. in 2004, an increase of seven percent from the year before. Pascarella has driven this enormous growth by focusing on emerging markets, debit and prepaid card categories, the Visa Signature high-reward/high-value card, and the small business segment.

Even with those impressive numbers, Visa faces tough competition in the near future, including online payment brand PayPal, which has overtaken American Express in the number of worldwide accounts and has now set its sights on Visa and Mastercard.

"Visa USA has achieved tremendous growth in a very competitive and dynamic market, the perfect environment for On Demand Marketing," said Jan Soderstrom, chairman of the CMO Council Advisory Board. "That's why we're delighted to have Carl Pascarella share Visa's customer touch point strategies with our audience of top-level marketing executives."

When he hands over the CEO reins at Visa USA this fall, Pascarella will have achieved what many of today's CEOs can only dream of: going out on his own terms with the business clearly on top. Before becoming president and CEO, Pascarella was president of Visa International's Asia-Pacific Region and director of the Asia-Pacific Regional Board for eleven years. Before joining Visa International, Pascarella was vice president of the International Division of Crocker National Bank, and vice president of Metropolitan Banking, Bankers Trust Company. He is a board member of BroadVision, Inc., a Silicon Valley-based technology company, and is also active in many community and civic organizations in the San Francisco Bay Area.

In addition to Pascarella's keynote, headline presentations on different aspects of optimizing yield and performance will be made by such marketing luminaries as Lauren Flaherty, VP of on-demand marketing at IBM; Michael MacDonald, president of global accounts & marketing operations at Xerox; Donald MacDonald, Intel's VP of worldwide branding & campaign management; Gary Elliott, VP of brand marketing at HP; and Cammie Dunaway, CMO of Yahoo!; among others. To better stimulate and educate participants, Summit 2005 will feature collaborative workgroup invention sessions -- roundtable discussions facilitated by top marketing executives and members of the CMO Council, from brands such as 3Com, Borland, EDS, Hyperion, TiVo and McAfee.

For more information on the CMO Summit or to register, please go to CMO Summit attendees need to join the CMO Council first in order to attend this watershed event, and can nominate themselves at There are no membership dues to join the Council, however applicants must hold a senior marketing position in a technology company to meet eligibility requirements.

CMO Council program underwriters include A.T. Kearney, Biz360, Cognos, Connectus, Factiva, Google, KnowledgeStorm, WebTrends and Yahoo! Corporate sponsors and affiliates include CMP Media and The Economist. Partners and affiliates include Accela Communications, BPM Forum, B2B, eChannelLine, Chief Executive, Direct Impact Marketing, eMarketer, Exact Target, idEXEC, Leverage Software, Microsoft Office Live Meeting, MarketWire, NCA, PMA, Raindance, SMART Technologies and VeriSign. The Kellogg School of Management and the Columbia Business School are the Council's academic research partners. The CMO Council is managed by GlobalFluency and Neale-May & Partners.

About the CMO Council

The CMO Council is a private, non-profit organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior marketing and brand decision-makers in the global technology industry. Based in Silicon Valley, the Council works to further the stature, credibility, influence, and understanding of the strategic marketing function among business executives, opinion leaders and critical stakeholders in the technology sector. Nearly 1,300 technology companies are currently represented on the CMO Council, accounting for well over $500 billion in aggregated annual revenues. These include top decision-makers controlling more than $45 billion in global marketing expenditures for many of the world's foremost computer systems, software, networking, communications, consumer electronics, component, distribution, and consulting brands. For more information, please visit our web site at

The CMO Council is represented through regional chapters that convene in technology centers worldwide under the auspices and administration of GlobalFluency, the Independent Network of Influence. Spearheaded by Silicon Valley-based Neale-May & Partners‚ GlobalFluency consists of 114 offices employing over 600 professionals through its 41 agency partners in 72 countries. Together‚ these organizations represent more than $60 million in billings from scores of clients across the information technology‚ communications‚ systems integration and Internet service sectors. More information is available at

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