ITSMA Executive Roundtable: Positioning and Competitive Differentiation
July
21, 2005
12:30-5:00
pm ET
The Westin Copley Place
Boston, MA
Overview
Standing out from the ever-more competitive crowd is one of marketing's
top challenges, according to ITSMA's 2005 member survey on marketing
priorities. As more and more companies speak the language of business
solutions, it becomes increasingly difficult to create a differentiated
message for the company as a whole as well as for specific offerings.
Yet getting past a me-too presentation is critical to beginning a serious
dialogue with potential buyers.
This executive roundtable will delve into the differentiation challenge
by exploring how companies can sharpen competitive positioning with three
key audiences:
Customers and prospects: What types of messages and initiatives are
required to communicate a unique and compelling story to current and
potential buyers?
Industry influencers: How is the influence environment changing,
and how can companies take advantage of new approaches to influencing
the influencers?
Employees and partners: How can companies ensure that their own employees
and key partners are talking the talk that reinforces competitive differentiation?
Beyond the main topics, the roundtable is also designed to facilitate
open discussion on other top-of-mind issues facing marketing leaders
today.
Dave Munn and Steve Hurley will facilitate the session, which is designed
for maximum discussion and debate.
Steve Hurley Vice President, Learning and Performance
Excellence, ITSMA
Please note: Participation is limited to one senior executive
each from ITSMA member companies.
If you are interested in attending, or would like to discuss who might
be eligible to participate from your company, please contact Carolyn Jefferson
at +1-781-862-8500, ext. 21 or at cjefferson@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.
