[Agenda]   [Workshop Leaders ]   [Registration Information]

Workshop Overview

Many product companies struggle when they attempt to develop and deliver new services that move beyond their traditional break/fix business. Building a successful professional services business is particularly appealing in today’s market, but particularly difficult.

This workshop provides an intensive, hands-on program on the strategies and tactics necessary to incubate and grow a professional services business at a product-centric company. Bringing together senior executives from a range of hardware, software, and networking firms, the workshop will highlight the latest industry research, practical models and tools, and best practice examples that can provide an immediate boost to each participant’s services business.

The program will focus especially on three critical topics:

• Effective organizational structure. The strengths and weaknesses of different organizational design models for professional services in a product company.
• Financial business models. Required investments to sustain the development and growth of a professional services business.
• Service positioning. Priorities and best practices in positioning, branding, and reference management for professional services in a product company.

The workshop is designed for senior executives from IT product companies charged with designing, developing, managing, marketing, and selling professional services.

The workshop includes an opening dinner on the evening of September 13, and an all-day program on September 14.

Building Professional Services is part of the Fisher College Executive Education Series. For more information on Fisher College and its Executive Education Program, visit http://fisher.osu.edu/index.html.

Workshop Benefits	[TOP OF PAGE]

Practical, Action-oriented Content: Workshop participants will leave the program with a wealth of data, analysis, frameworks, tools, and examples that can be put to use immediately to build and grow professional services in product-centric companies.

Executive Collaboration: Participants will share experiences and ideas with peer executives from leading hardware, software, and networking companies across the industry.

Academic Insight: Participants will further benefit from the latest research and thinking from senior academic researchers and business advisors on how best to address the complexities of the professional services challenge.

Workshop Agenda	[TOP OF PAGE]

Monday, September 13, 2004
Time	Topic	Description
7:00–9:00pm Blackwell Board Room	Attendee Dinner (open bar at 6:30pm)
Tuesday, September 14, 2004
Time	Topic	Description
8:00am–8:15am 800 Fisher Hall	INTRODUCTION	A review of the seminar objectives
8:15am–9:00am	State of the Industry Thomas Lah Author: Building Prof. Services	A review of current issues that professional service executives are currently facing.
9:00am–10:00am	Organizational Design for PS within a product company Thomas Lah	A review of organizational models for PS when it is part of a product company.
10:00am–10:15am	BREAK
10:15am–11:00am	Organizational Design Case Study: Hitachi Data Systems Don Conine, VP of Americas PS	A review of the various models HDS has implemented over the past three years. PROs and CONs of each implementation.
11:00am–12:00am	Financial Business Models for PS Thomas Lah	A review of the sustainable business models for PS.
12:00pm–1:00pm	LUNCH
1:00pm–1:45pm	Business Model Case Study: Genesys Inc. Elliot Danziger, VP of PS	A case study on how the PS management team used the “business model discussion” to change the conversation with executive management.
1:45pm–2:15pm	Break Out: Business Models	Small group breakouts discussing PS business models.
2:15pm–2:30pm	BREAK
2:30pm–4:00pm	Growing the Business: Marketing Strategies and Investment Priorities Dave Munn, President and CEO, ITSMA	A detailed review of the role of marketing in building a PS business, including understanding the new buyer reality, building the PS brand, generating demand, leveraging the sales force, and managing references to prove the value of services.
4:00pm–5:00pm	Roundtable ALL	A review of the key themes and discussion points of the day. Identify suggested topics for next session.
5:00pm–6:00pm	RECEPTION

Workshop Leaders	[TOP OF PAGE]

Dr. David Greenberger: Chair of the Department of Management and Human Resources and Academic Director of Computing at the Fisher College of Business at Ohio State University. David has published extensively in journals and books on such topics as leadership, contingent workers, mentoring, and motivation. His most recent book, Human Resource Management in Virtual Organizations, was published in October 2002.

Mr. Thomas E. Lah: Management consultant and lead author of the book Building Professional Services: The Sirens’ Song. Thomas has held many roles in both IT and consulting over the past 16 years. He holds an MBA from the Fisher College of Business at Ohio State University.

Mr. David Munn: President and CEO of ITSMA. Dave leads all strategy and operations for ITSMA, a member-based company that helps the world’s leading technology, networking, and consulting organizations build their services and solutions businesses. Dave is a frequent conference leader and speaker on a wide range of topics relating to services marketing and sales.

Registration	[TOP OF PAGE]

Event Date:	September 14, 2004 (Pre-workshop dinner on September 13)
Registration Fee:	$2,500
	Fee includes: Workshop participation, materials, September 13 dinner and lodging, and September 14 breakfast, lunch, and post-workshop reception.
	This workshop is designed for senior executives from product companies.
Event Location:	Fisher College of Business The Ohio State University 2100 Neil Avenue Columbus, OH 43210-1144
Accommodations:	At Fisher College of Business

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

Please note: ITSMA reserves the right to make changes or substitutions to this event.

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.