Breakfast Briefing Maximizing Relationship Growth:
Marketing's Role in Building Relationships
November 29, 2005
7:30-9:30 am PT
Westin Santa Clara
Santa Clara, CA
Overview
Most technology companies today already have programs in place to establish a
strong network of trusted relationships with customers, but ITSMA research shows
that they often fall short in two critical areas:
Investing sufficient resources in the most important relationship-building
activities
Collaborating effectively across existing activities
As a result, customers are increasingly skeptical of vendor promises
and customer loyalty erodes more and more each year.
Join ITSMA’s Steve Hurley to explore how you can help curb
the tide of customer cynicism by:
Focusing on relationship-building programs that add value not
just for you but, more importantly, for your customers
Collaborating effectively across existing activities in a way
that shows customers you care about their experience with your
brand
Engaging in open dialogue with customers and really listening
to what the customers have to say
We will review the effectiveness of a wide range of relationship-enhancing
activities, including:
Customer councils
Reference management programs
Loyalty incentives
Online communities
Joint PR
Thought leadership
Collaborative services/solutions development
Dedicated client extranets
Executive business-level events
We will also examine different models for coordinating across programs,
business lines, and sales teams.
Steve leads ITSMA’s member engagement team, which works directly with
member companies to provide focused advisory support on a wide range of marketing
and sales challenges. Steve leads the development of ITSMA’s project
methodologies and frameworks and oversees advisory projects on such issues
as: go-to-market strategy; growing the solutions business; portfolio rationalization;
account-based marketing; and relationship growth.
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.
