The Director's Dilemma:
A Changing Role
For Marketing
18 May 2005
Hosted by BT at the BT Tower, London, U.K.
Overview
Marketers at the most senior levels within their organizations today
are operating in an environment of tremendous pressure, change, and uncertainty.
They need to play a more strategic and commercial role within their companies,
strengthening the competitive competence of the company and building a
sustainable stream of growth and profit for shareholders. At the same time,
their business peers still expect the marketing function to devote all
possible energy and resources to creating opportunities to close business
in the short term.
How should marketing leaders balance the needs to deliver
maximum value to the company both today and tomorrow? What priorities
should directors put at the top of the list? What is the best way to organize
and use marketing resources? And how can directors most effectively demonstrate
the short- and long-term value they bring to the business?
Marketing
directors
have few opportunities to discuss the dilemmas surrounding the fast-changing
roles of marketing, and fewer still with peers in their own industry.
ITSMA's
European Directors' Forum provides a unique opportunity for top marketing
directors from the technology, networking, and professional services industries
to gather together for a focused exploration of the future of marketing
for technology services.
This event is focused on people who are building
a new vision of more strategic and commercially-oriented marketing
that can add significant value to technology companies today and generate
sustainable
growth for tomorrow.
The European Directors' Forum will address three priorities
within this overall dilemma facing marketing directors.
1. Defining the new role for marketing
ITSMA Vice President Philip Oliver will lead a review of the key focus
areas for directors, including their role in the strategy process of
the firm, their responsibility for building a strong and differentiated
brand position, and their integration and relationship with the CEO and
other business leaders.
2. Designing the marketing function
Eric Stevenson of HP will explore the best way to organize tomorrow’s
marketing function and to source marketing expertise. He will review
the shape tomorrow’s marketing function could take, and look
at options for structuring resources to support complex international
service businesses. The session will further explore the building blocks
of marketing competencies and the personal qualities and attributes
that are becoming ever more valuable in marketing personnel. The discussion
will also address trends such as shared services and the outsourcing
of marketing activities.
3. Demonstrating the value delivered
Andrew Campling from BT will lead this discussion, drawing on BT’s
extensive experience with balanced scorecards and marketing metrics
that demonstrate the value marketers contribute to business goals.
The changing role of marketing will demand new ways of recording and
demonstrating value delivered and this session will probe potential
new approaches and methods.
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.
Located in Central London, easy access by public transportation
BT Tower offers its high-tech facilities to all participants. Wireless
Internet access throughout the building, internet broadband log on
stations, and telephone lines will be made available to all participants.
Member price:
€955
Non-member price:
€1455
Please note: If payment is not received by the start of the
event, a credit card or other form of payment will be required
for admittance.
Accommodations:
Holiday Inn Regents Park
Carburton Street
London W1W 5EE
Phone:
(44) 0870 400 9111 Fax:
(44) 020 7387 2806
The hotel is located a short walk away from the BT Tower. It
offers the peace and quiet of the capital's best park and
excellent access to the London underground just 2 minutes away.
Hotel accommodations are the responsibility of the registrant.
A block of rooms has been reserved on a first -come, first-served
basis at The Holiday Inn Regent's Park. We encourage making arrangements
as soon as possible to ensure room availability. Any room cancellation
must be processed by the hotel.
Room Reservation:
Please contact the hotel directly to make a reservation.
Indicate that you are attending ITSMA's Director's Forum
to receive the special rate of £120, available until 2
May 2005. The rate includes Breakfast and VAT, and is applicable
pre and post-event depending on room availability.
Please note that Rate and Availability are only guarantee until
2 May 2005
Cancellation and Refund Policy Any cancellations
or substitutions must be in writing. Send any notices to ITSMA Europe, 8 Mount
Ephraim, Tunbridge Wells, Kent, TN4 8AS, UK or via email to Christine Poulsen
at cpoulsen@itsma.com.
You may cancel your enrollment up to 30 days before the start of the event and
receive a full refund or apply the full fee toward a future event. Cancellations
received less than 30 days before the event are subject to a €350 administrative
charge. Cancellations received less than 15 days are subject to a cancellation
fee equal to 25% of the event fee or €350, whichever is greater. Cancellation
fees above the administrative charge can be applied toward a future event. Nonattendance
without written cancellation prior to the event will incur the full event fee.
Substitutions approved by ITSMA are permitted up to the start of the event .
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 provide
a credit towards another offering.
Questions
If you have any questions, please call ITSMA Europe at
+1 44 (0) 1892 523 060 or email Christine Poulsen at cpoulsen@itsma.com.
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.
Philip
Oliver
Located in Central London, easy access by public transportation
BT Tower offers its high-tech facilities to all participants. Wireless
Internet access throughout the building, internet broadband log on
stations, and telephone lines will be made available to all participants. 