In 2018 we reimagined our conferences.  ICON XQ: Market Leadership was so well received, we're bringing a full-day version to Melbourne on Wednesday, 26 June 2019.  

This innovative conference will challenge your thinking on what makes us global market leaders and innovators and how we can use this knowledge to become better leaders. Speaker details can be found in our agenda.

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Five intelligence (Q) streams, each an important component of the market leadership puzzle. We aim to arm you with the insight and knowledge to master leadership in the ever evolving B2B landscape.

Meet our Speakers

Amanda Ralph - Product and design thinking

Amanda is a senior product leader, with over 18 years of experience in product management and innovation. Amanda is passionate about developing products and services that customers love and which deliver market leading commercial and customer value. Amanda has worked in some of Australia’s leading public and private companies including the NAB, KPMG and Medibank. Most recently, Amanda led the product team at First State Super (a $90B industry fund) where she was responsible for the development and management of the fund’s superannuation, wealth and insurance product portfolios.

In 2016 she co-founded Product Women now has over 4000 members across Australia, London and India. In 2017 she was recognised as one of the leading Women in Product in Australasia. She is a regular contributor to international product management blogs and conferences. She has her own product management blog, thatproductchick.

Amanda lives in Melbourne with her husband and 2 adult daughters. In her spare time likes to explore all things cooking related (with a dose of the gym thrown in to try and work it all off!) listen to podcasts and explore the laneways and city of Melbourne.

CMO panel: “CMO 2.0 – reimagined leadership for a changing world”

Always a highlight of ICON conferences, this CMO panel will not disappoint. Join four of our leading CMOs as we explore how they and their firms are reimaging the role of the Chief Marketing Officer to provide better leadership in a changing world. Key themes will include: changing needs of business; changing skillsets and mindsets; the role of intelligence in decision-making; and predictions on the future of B2B marketing, communication and business development.

Heidi Mantis - Cisco Collaboration Business Development Manager - Telstra

Heidi is a Business Development Manager at Telstra. She works directly with large global Enterprises to drive key business objectives through strategic innovative solutions. She works closely with one of the largest technology companies in the world, Cisco, and drives growth in workplace transformation which is evidenced by her track record partnering with world-leading companies that champion change in this space.

Prior to this, Heidi held senior Marketing roles at Telstra, leading key strategic campaigns to market. She has been a member of the ICON Board for 18 months where she is passionate about how technology enables organisations to innovate and transform. Prior to joining Telstra she held senior marketing roles at leading professional services firms, Ernst & Young and GHD.

Leonie Henzell Founder and Director – beauty’s got soul

With 10 years experience as a Physiotherapist, followed by 13 years as the Founder and Managing Director at Bockers & Pony; Leonie Henzell is an entrepreneurial and creative business leader and astute brand builder. Post-acquisition of Bockers & Pony in 2016 and leaving the Fresh Venture Group in April 2018, Leonie Henzell's focus is now on e-commerce start-ups and creating a purposeful business to make change for those in need.

Daniel Alvers and Mitchell Atkinson, Katanya

The speed of change is only increasing. Now more than ever it is important to step outside of our day-to-day routines, take some time and re-evaluate our priorities. Let's clear some space and set out on an expressway towards our organisation's digital marketing goals.

Let us set the scene and guide you through a series of workshop exercises designed to help you think outside of the box, generate some ideas and questions to take back to your team.

This session will generate practical outcomes and run through exercises that you can take back and repeat within your own organisation.

Stefan Grafe - Managing Director and Founder - mext

Stefan is the Managing Director of mext market management consultants. His background is a unique mix of Creative Director, Strategy Director, Management Consultant and researcher who has worked with clients in over 30 countries.

For the last 15 years he has continuously pushed the boundaries of the science of trust as well as the practical building of it.

Penny Thomas Senior Director - Head of Business Development Marketing Asia Pacific - JLL

A creative, enthusiastic and versatile Marketing & Pursuits Specialist with a passion for the emerging markets and innovative business development strategies.

Penny is skilled at developing relationships quickly with numerous stakeholders and juggling multiple projects across locations. A keen eye for detail and naturally curious, with strong commercial acumen and significant knowledge of the Asia-Pacific market. A highly motivated, forward thinking, team player who can work autonomously and enjoys a challenge.

Grant Butler - Managing Director - Editor Group

Grant is the founder of Editor Group, a former technology journalist with The Australian Financial Review and the author of the book Think Write Grow (Wiley), about writing thought leadership material.

Wendy Anderson – Director of Customer Experience (CX), Cisco Australia & New Zealand

Wendy is the Director of Customer Experience (CX) for Australia & New Zealand with responsibilities spanning 300+ staff supporting the offer adoption, expansion, renewal and delivery of the Cisco portfolio. Wendy has been in the ICT industry for over 25 years and has served in leadership roles in Europe and Asia Pacific regions across multiple business sectors and functions.

Fraser McNaughton - Chief Marketing Officer - Grant Thornton Australia.

Based in Sydney he leads a national team of highly experienced and enthusiastic marketing, sales, and communications professionals, together, responsible for defining and delivering Grant Thornton’s go to market vision, strategy and objectives.

Fraser is an experienced and intuitive marketing and sales professional who, as a member of Grant Thornton’s senior leadership team, has a particular passion for improving client interactions as a driver of better client experiences and the foundation to brand loyalty and sustainable revenue growth.

Fraser has over 20 years experience and a proven record of achievement in the professional services, financial markets, insurance and digital media industries.

Fraser McNaughton is ICON’s Vice President. He has been heavily involved with ICON (APSMA) for 8 years, having initially joined the NSW Committee before his Board appointment in 2013. As VP, Fraser is dedicated to working with our member firm CMOs to jointly grow the capabilities and the standing of ICON’s members within their respective firms. 

As Vice President for ICON, Fraser is dedicated to working with our member firm CMOs to jointly grow the capabilities and the standing of ICON’s members within their respective firms. 

Outside of work Fraser enjoys quality time with his family and prolonging his football career as long as he can.

Dr Bob Murray (PhD), Co-founder, Fortinberry Murray

“Dr Bob” is an acclaimed keynote speaker and widely published author who has uncovered ground-breaking methods for measuring, benchmarking and improving organisations’ capacity for change and adaptation. He will be sharing his insights into how to ensure teams develop in ways that benefit them as professionals and their businesses.

1. XQ - the NeXt intelligence

Sessions that answer what’s next? What our experts see happening now and on the horizon for us an industry and as professionals. Topics will see audiences treated to an understanding of what’s making new waves and a glimpse into the future of B2B marketing, communication and business development.

2. CQ - customer intelligence

Sessions focused on engaging with, and better understanding, clients and customers. Session topics include: How to cultivate a team of relationship builders, identifying and capturing your target audience, best-in-market client engagement strategy & programs AND MORE.

3. MQ - market intelligence

Sessions built around mastering the evolving market and B2B landscape. Sessions topics include: How to better understand your organisation’s identity and offering, discovering and defining the sales landscape in your organisation, product and solution differentiation AND MORE.

4. BQ - business intelligence

Sessions addressing strategy, planning and organisation know how. Session topics include: Leading & inspiring your team to achieve greater success, programs and campaign strategy, stakeholder management AND MORE.

5. TQ – technology intelligence

Sessions covering the latest technology and digital tools, trends and strategies. Session topics include: measurement and data, social media, emerging technology AND MORE.

Event details

Date: Wednesday, 26 June 2019

Forum: 9:00 am to 5:15 pm
Cocktail party: 6:00 pm to 8:00 pm

Forum Venue:

25/727 Collins Street 

Cocktail Party Venue: Woolshed
Central Pier, Shed 9 

161 Harbour Esplanade, Docklands, 3008 


ICON Members $725
Non Members $1,125
ICON Members - Cocktail Party Only  $60
Non Member - Cocktail Party Only $100

For group bookings (5 or more people) please contact our events team



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We’re asking what we, as marketing, business development, sales and communication professionals should focus on to ensure tomorrow's success in the ever changing B2B landscape.

ICON thanks conference sponsors: