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Online Briefing |
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Marketing's Role in Strategy, Planning, and Intelligence May 25, 2004 Registration Closed
The maturing of the IT services industry has pushed operational efficiency to the forefront of management thinking. Even as the outlook for technology spending improves, buyer demands and competitive pressures are keeping most executives' eyes on opportunities to shave costs and squeeze marginal advantage from new and existing offers. Yet the most successful firms are taking a bolder approach, responding quickly to new markets, creating more substantial new opportunities, and quickly abandoning services that no longer bring acceptable returns. The key to these firms' success is a commitment to reviewing strategy continuously, setting a change agenda, anticipating competitive actions, and trying new business designs. Unfortunately, most marketing executives fail to play a central role in the strategic activities required to help their companies thrive in the new environment. Too often marketing executives and their organizations are ill equipped for the job and simply not oriented sufficiently to strategy, planning, and intelligence priorities. Instead, marketing has also come to focus mainly on operational issues, especially those related to short-term sales support. Ironically, the recent push to emphasize marketing accountability may have made things worse, as the immediate return on "strategic analysis" is hard to measure. Join ITSMA Vice President Philip Oliver, former head of strategy for IBM Global Services, to explore the role that marketing can and should play in leading business strategy. Drawing on new ITSMA research into the role of marketing in formulating strategy for major US and European IT and professional services firms, Philip will discuss typical problems in the ways firms conduct strategy, the dominance of financial planning over strategic analysis, and the common disconnect between marketing and strategy. Philip will then provide a series of recommendations to help marketing lead an improved strategy process that generates deep insight into fundamental challenges, opportunities and requirements for success.
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Philip Oliver Philip leads ITSMA’s research and consulting on the critical topic of linking marketing to business strategy. Philip joined ITSMA from IBM, where he helped IBM Global Services develop and implement a continuous strategic planning process that led to faster decision making about new opportunities and threats while maintaining a more integrated approach to global markets. He was a member of ITSMA's U.S. advisory board for three years while at IBM and assisted the launch of ITSMA Europe. Philip was appointed vice president of strategy for IBM Global Services worldwide in March 2001. This role focused on the analysis of market and competitive trends, the assessment of options for the future development of IBM Global Services, and the management of the evolution of the services portfolio within IBM. In addition, Philip’s background gave him a strong linkage with the IGS Marketing team—a key element in making strategies translate to operational success. For the two and a half years previous to this, Philip was director of marketing for IBM Global Services in Europe, Middle East, and Africa. In this role he was responsible for all aspects of the development of the IBM Global Services brand, including market intelligence and analysis, market planning, and integrated marketing communications with a specific focus on positioning, awareness, and demand generation. Prior to that position, Philip has held a variety of sales, project management, business management, and marketing positions in IBM and at BT.
ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.
This briefing will be administered by Connex International. All participants
are required to test their browsers on Connex International's Website
24-48 hours prior to ensure they are ‘Java-enabled’. This
test can be done at www.connexpresents.com, by clicking on the "Equipment
Check" icon. The technical requirements for this ITSMA online briefing are:
Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $95 per location for non-members. Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, Monday, May 24, 2004. 
About ITSMA
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Briefing
slides available; free for ITSMA Europe members