Overview

Staking out a differentiated position in the marketplace has become exceedingly difficult amid the crush of me-too marketing. Buyer skepticism puts tremendous pressure on marketers to demonstrate true business value, but when all your competitors tell essentially the same story it seems impossible to stand out from the crowd.

Join Steve Hurley and Julie Schwartz to explore ITSMA’s latest research and thinking on the approaches companies are using to successfully differentiate themselves and build a compelling case for value delivery.

Julie and Steve will highlight four specific approaches:

• Creating true thought leadership in target markets
• Ensuring internal alignment to support differentiation
• Crafting innovative and integrated campaigns to articulate differentiated value
• Influencing the influencers to strengthen the story

The briefing will also include specific case study examples in IT services and solutions.

Special Guest Speaker: Steve and Julie will be joined by Stella Goulet, vice president of global marketing for Capgemini. Stella will present a case study on how Capgemini developed it's "Collaborative Business Experience"positioning, and developed internal and external programs to create true differentiation in the competitive world of IT consulting, services, and outsourcing.

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

ITSMA Presenters:	[TOP OF PAGE]

		Julie Schwartz Senior Vice President & Chief Research Officer, ITSMA Steve Hurley Vice President, Learning and Performance Excellence, ITSMA

Guest Speaker

Stella Goulet, Vice President, Global Marketing, Capgemini

For the past 15 years, Stella has been working with Capgemini, a global provider of consulting, technology and outsourcing services with 60,000 employees and 2004 revenues of 6.29 billion euros. During that time she has played a variety of marketing roles including marketing director for Y2K and emerging offerings, VP of marketing and communications for the Americas, and global sector marketing leader for manufacturing, automotive, consumer packaged goods, retail and distribution. During the acquisition of Ernst & Young’s consulting business in 2000, Stella was responsible for global branding and advertising. She is currently the VP and deputy director of the global marketing team and a member of Capgemini’s brand council where she is responsible for the marketing stream.

Stella is a Morehead Scholar from the University of North Carolina at UNC and holds an MBA from New York University’s Stern School of Business where she graduated with Distinction.

Location and Event Information	[TOP OF PAGE]

Event Date:	July 19, 2005
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:	www.marriott.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.