Taking Solutions to Market: Best Practices for Developing, Marketing, and Selling Solutions

ITSMA Workshop
July 11-12, 2007
Babson College, Wellesley, MA

Overview

Technology and professional services firms have moved aggressively over the last few years to improve their ability to provide true solutions to their customer base. Amid the changing customer landscape, marketers are leading the charge to shift at least a portion of their portfolios from discrete technology products and services to more integrated, business-oriented solutions.

Taking Solutions to Market provides a hands-on immersion in the models, tools, and best practice examples that companies need to market and sell solutions. Based on ITSMA's powerful Solutions Roadmap, this workshop will help marketing, sales, and business development leaders identify the critical next steps they can take to improve results right now.

This workshop will provide a game-plan for the following solutions transformation elements:

• Rethinking the role of marketing
• Developing and managing the right solutions
• Creating compelling marketing campaigns
• Enabling sales to sell value-add solutions, not merely product/service combos
• Measuring solutions success

Solutions Roadmap Assessment

As a special benefit, all workshop participants will receive an evaluation of their organization’s place on the ITSMA Solutions Roadmap, a model of how organizations can improve their ability to develop, market, and sell solutions.

Participants can use this evaluation to help guide the actions they’ll need to take once they return from the workshop.

Who Should Attend	[TOP OF PAGE]

Taking Solutions to Market is designed primarily for marketing directors and managers tasked with developing and marketing new technology-related solutions. The workshop will also benefit marketing and other executives who are tasked with improving their company’s overall solutions business while facing organizational, cultural, and systems-based challenges.

What You'll Learn	[TOP OF PAGE]

Attendees will come away from the workshop knowing how to:

• Better communicate the value of their solutions to build awareness, interest, and confidence with buyers
• Change the sales model in a way that gains results with a minimum of disruption
• Develop a model to measure the costs and benefits of creating and selling solutions

Special Discounts	[TOP OF PAGE]

Delegates who attend with team members will benefit the most. We strongly encourage two or more participants from each organization to attend in order to maximize the value of the breakout exercises during the workshop and transfer the learning back into the workplace. Special group discounts are available; call us for more information.

Agenda	[TOP OF PAGE]

Workshop Leaders	[TOP OF PAGE]

Steve Hurley
Vice President, Member Engagement
shurley@itsma.com

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.

Matt leads member relations and custom activities in a number of ITSMA's core segments, including the telecommunications, medical, and government markets. In this capacity, Matt has produced events, written and spoken on services and solutions marketing issues, and developed targeted research programs, including ITSMA's Service Provider and Enterprise market positioning studies. Matt's key relationships include AT&T, Cisco, Ericsson, Lucent, Northrop Grumman IT, Polycom, and Siemens Medical.

Guest Speakers

Nina is responsible for all aspects of marketing for the $2B dollar services arm of EMC, consisting of consulting, solutions integration, implementation, support, and managed services. Since joining EMC in 1999, Nina has held senior management positions in EMC’s Global Alliances, built and led EMC's Channel's Marketing organization, and was a founder of the EMC solution incubator that is at the core of today's EMC Solutions Integration business.

Camilla Sullivan has responsibility for solutions development, marketing, branding, and communications strategies for BearingPoint’s solutions, marketing, and collaboration with major global alliances such as Oracle, SAP, and Microsoft. She also oversees the development of strategies and programs to promote BearingPoint’s core capabilities to decision makers.

Cancellation and Refund Policy
Any cancellations or substitutions must be made in writing and forwarded to ITSMA via email at cjefferson@itsma.com. Delegates may cancel their enrolment without penalty on workshop fees up to ten business days before the start of the event (although accommodation may still be payable). A $350 administration fee for workshop fees will be imposed for cancellations received after this date. Non-attendance without cancellation will incur the full fees. Substitutions approved by ITSMA are permitted up to the start of the workshop.

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

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.