Overview

Marketing's role in closing the deal has become much more important in recent years as skeptical customers demand more customized solutions to business challenges. Even with buyers opening their wallets for new investments in IT services and solutions, sales organizations face tremendous demands to show proof points that their offers can indeed provide the promised benefits. And because most buyers consider themselves unique, generalized business cases carry little weight. As such, marketing needs to get more involved in defining and demonstrating the business value of specific solutions for individual customers.

ITSMA research suggests that marketing has a key role to play in four specific initiatives that help move customers from general interest to confidence and to close more business:

• Micro-marketing campaigns
• Account-based marketing
• Customized solutions for key accounts
• Reference management

Join ITSMA's Dave Munn and Steve Hurley to discuss marketing's growing role in closing the deal. Dave and Steve will highlight new research, examples, and recommendations in each of the four critical areas.

The breakfast briefing is complimentary for ITSMA members and $95 for nonmembers.

ITSMA Presenters:	[TOP OF PAGE]

		Dave Munn, president and CEO Steve Hurley, vice president, learning and performance excellence

Location and Event Information	[TOP OF PAGE]

Event Date:	July 13, 2004
Event Time:	7:30 - 9:30 am ET
Member price:	No Charge
Non-member price:	$95
More information:	Contact Carolyn Jefferson at +1-781-862-8500, ext. 21, or cjefferson@itsma.com.
Event Location:	Boston Marriott Newton
	2345 Commonwealth Avenue Newton, MA 02466 USA Phone: 1 617-969-1000 Fax: 1 617-527-6914
Website:	http://www.marriott.com/dpp/PropertyPage.asp?MarshaCode=BOSNT

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.