Client-Centric Marketing Course:
Accelerating Services Growth
San Francisco, CA December 3-5, 2003
"As the market finally begins to turn up for IT, networking, and consulting companies, new services and solutions will lead the way to success in 2004. For marketers, taking advantage of the opportunity often requires new ideas, tools, and skills. ITSMA's Client-Centric Marketing Course delivers on all three.
Steve Hurley, Vice President, Learning and Performance Excellence, ITSMA

Course Overview

Services marketers face significant challenges in today's economy:

• Positioning services against key competitors
• Working effectively with sales
• Developing and marketing new services and solutions
• Measuring the value of marketing

…and doing all of this with smaller budgets!

The biggest challenge is creating a truly client-centric marketing program that organizes all activities around the definition and delivery of business value to prospects and clients.

ITSMA's three-day course is focused precisely on the unique skills and tools services marketers need to succeed. The course provides an action-learning experience based on leading-edge research, innovative methodologies, industry best practices, and ready-to-apply tools that will have an immediate impact on marketing performance.

Leveraging ITSMA's latest best practice and benchmark research, the course gives participants a road map for developing services marketing programs that respond directly to today's buyers.

Course Benefits	[TOP OF PAGE]

• A strategic framework to enhance marketing strategy and planning
• Best practice examples and benchmarks to strengthen marketing campaigns and initiatives
• New tools and techniques to generate growth and profitability

Course participants will leave the program with more confidence, new ideas, and data about what works best in today's economy, and new energy to tackle their toughest challenges—not a bad payoff for three days of work!

Competency Assessment
As a special benefit, all course participants will be eligible to benchmark their services marketing skills against those from leading firms in the industry. ITSMA's Services Marketing Competency Assessment reviews professional skills in four critical areas: strategy, services management, marketing communications, and relationship management. All individual scores will be kept strictly confidential.

Extended Learning Opportunities Course participants can further enhance their Client-Centric Marketing Course experience by signing up for ITSMA's Services Marketing Professional Program (SMPP). The SMPP is a six-month professional development program designed to improve services marketing performance by applying course learning to a real-time project within their respective companies. The program includes courses and workshops, individual mentoring, action learning projects, online briefings, and participation in a virtual professional community. Find out more about SMPP

Course Content	[TOP OF PAGE]

The Client-Centric Marketing Course curriculum is designed to help marketers improve performance and results especially in three crucial areas:

• Identifying Market Opportunities for Profitable Growth
• Developing and Marketing Services and Solutions That Buyers Want to Buy
• Maximizing Sales Productivity and Customer Loyalty

Course Faculty	[TOP OF PAGE]

	Steve Hurley, is Vice President of Learning & Performance Excellence at ITSMA. Steve has extensive experience in professional services and management education, and has designed and delivered marketing, sales, and management programs in over 50 countries. Prior to joining ITSMA, Steve served as a business practice leader with the consulting firm Arthur D. Little well as the Director of Executive Education for the Arthur D. Little School of Management.
	Lauren Wright, Ph.D., is a faculty member at the California State University, Chico. She specializes in the area of services marketing and is the co-author of Principles of Service Marketing and Management. In addition to her quality research in her discipline, Lauren has been a repeat recipient of the school's Outstanding Teaching Award.

Guest Speakers

Along with faculty, the course will include special discussions with the following guest speakers:

• Deborah Nelson, Vice President, Customer Insight, Hewlett-Packard's Enterprise Systems Group. Deborah will discuss recent initiatives at HP to better integrate systems and processes across the company to strengthen customer learning and information sharing.

• Chief Information Officer reception. An informal discussion with several local-area CIOs to review current IT spending priorities and perspectives from the customer side.

Who Should Attend
The Client-Centric Marketing Course is designed primarily for marketing professionals with less than ten years of services marketing experience. Participants typically include services marketing managers, directors and associates, services sales managers, services program managers, solutions marketers, and services marketing communications specialists.

Admission Process
Admission to the Client-Centric Marketing Course is embedded in the registration process. We ask that you answer a few simple questions so we can ensure that the class includes individuals with the appropriate experience to enhance the learning for all participants. Once the admissions form is received, applicants will be contacted within three days to confirm admission to the course.

Fees and Registration Information
Event Date:	December 3-5, 2003
Member price:	$2,995 ($5,995 if also signing up for SMPP)
Non-member price:	$3,595 ($6,595 if also signing up for SMPP)
	The fee includes tuition, course materials, continental breakfasts, lunches, and refreshments.
	Group discounts also available. Call for details.
	To register by phone, or for more information about signing up for the SMPP as well, contact Lore Griffith +1-781-862-8500, ext. 19.
	Please note: If payment is not received by the start of the course, a credit card or other form of payment will be required for admittance.
Event Location:	Executive Conference Center (located at the American Management Association) San Francisco Marriott Second Floor 55 Fourth Street San Francisco, CA 94103 http://www.amanet.org/exec_conf_cntr/san_fran/sf_intro.htm
Hotel Information:	Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at the San Francisco Marriott Hotel. We encourage making arrangements as soon as possible to ensure room availability. San Francisco Marriott 55 Fourth Street San Francisco, CA 94103 Reservations: +1-415-896-1600 Fax: +1-415-442-6773 http://www.marriott.com/epp/default.asp?MarshaCode=SFODT
	Please indicate that you are attending ITSMA's Workshop to receive ITSMA's special rate of $189 single/double. This rate is available until December 2, 2003.

Schedule and Dress Code
Wednesday, December 3:	Registration will begin at 7:30 am
	The course will begin at 8:30 am and end at 5:00 pm
Thursday, December 4:	The course will begin at 8:30 am and end at 5:00 pm
Friday, December 5:	The course will begin at 9:00 am and end at 4:00 pm

The evenings will include minimal reading and no scheduled group work. Please make your travel arrangements so that you will stay in the course through 4:00 pm on Friday. It is important that all participants be involved in the final course activities. Dress code is business casual.

Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA, One Militia Drive, Suite 4, Lexington, MA 02421 or via email to cjefferson@itsma.com.

You may cancel your enrollment without penalty up to ten business days before the start of the event. A $350 administration fee will be imposed for cancellations received after this date. Nonattendance without cancellation will incur the full course fee. Substitutions approved by ITSMA are permitted up to the start of the course.

Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If, however, you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.