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Marketing Leadership Forum

Elevating Demand in a Crowded World: Moving from Quantity to Quality

May 6-7, 2008
La Jolla, CA

Overview

Generating demand has become a top priority for most companies in today’s slower growth environment. The most successful programs are much more targeted than in past years and favor quality over quantity. Ask any sales person – they would happily take 5 quality leads over 100 suspect ones. So what do organizations need to do to improve the results from their demand generation activities? We would say that it requires greater focus, innovative thinking, and some new and better approaches. The organizations that get it right will emerge stronger and better positioned than others – and they will gain the quality leads that produce positive business results.

ITSMA’s 2008 Marketing Leadership Forum will provide the right learning and peer sharing environment to help you with new ideas, different models, proven practices, and many answers to your own unique demand generation challenges. You’ll hear from a select group of senior marketers and practitioners who will delve into a mix of successful demand generation activities including:

• Vertical and horizontal marketing
• Account-Based Marketing
• Executive-level relationship development
• Digital marketing
• Influencer marketing
• Lead management, tracking, and nurturing
• Channel and partner marketing
• And more

Keynote Speaker

Brian Carroll, CEO of InTouch, Inc. and author of Lead Generation for the Complex Sale, will deliver the event’s keynote speech, kicking off a rich day-and-a-half of conversation, brainstorming, and sharing around all aspects of how to generate demand, leads, and ultimately new business. Brian, an expert in lead generation solutions, will reveal key strategies for winning new customers, accelerating growth, and improving sales performance.

Learn from Expert Practitioners

Several senior marketing leaders will present their insights, best practices, and even some lessons learned. Our confirmed executives include:

• John Aiello, CEO, SAVO
• Brian Bakstran, Senior Vice President, Field Marketing, North America, CA
• Brian Carroll, CEO of InTouch, Inc., author of Lead Generation for the Complex Sale
• Paul Dunay, Global Director, Integrated Marketing, BearingPoint
• Janis Fratamico, Director, Americas Marketing, IBM Global Business Services
• Ajit Maira, Senior Vice President, ITSMA
• Julie Meyers, Vice President, Marketing & Strategy, Xerox Global Services - North America
• Jean Ostvoll, Executive Director, Marketing, Products, Accenture
• Jeff Sands, Director, ITSMA

Ajit Maira, Senior Vice President, ITSMA

Today’s economic down-turn has put even greater pressure on marketing and sales to deliver tangible business value. Although more channels are open globally, separating the “best” opportunities from the chaff prove increasingly challenging. Sure, marketing and sales collaboration is a great place to start, but in practice the “collaboration” often falls short. So what can marketers do to bolster the lead generation for, and cooperation with, their sales counterparts? Ajit Maira, host of the 1 ½ day Leadership Forum and Senior Vice President and leader of ITSMA’s Member Engagement Team, will outline his views and will also highlight key learnings as we hear from each of our featured experts.

Brian Carroll, CEO, InTouch, Inc.

Lead Generation for the Complex Sale

What are the three keys to generating leads in today’s economy? Where should companies and individuals focus their time to keep a constant flow of qualified leads in their sales pipeline? How do you win new customers, accelerate growth and improve your return on investment through targeted prospects? Brian Carroll, professional speaker, author of Lead Generation for the Complex Sale, and founder and CEO of InTouch, Inc. will share his answers to these questions and more. His company, InTouch, Inc. was recognized by Inc. magazine as one of America's fastest growing companies. From early marketing positions with Cray, Honeywell and Piper Jaffray, and with broad sales and marketing management experience since, Brian has become a leading expert on lead generation. He’s been profiled and regularly quoted in publications such as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc. magazine, Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine. His acclaimed B2B Lead Generation Blog ( http://blog.startwithalead.com) is read by thousands each week.

John Aiello, CEO, SAVO

It’s OK To Hear Voices: Delivering the Right Resources to Power High-Impact Leads

These days, marketing is working harder than ever to deliver high-quality leads to salespeople. What happens to those leads in the first critical sales conversations? To increase effectiveness and get to the “win” the best sales and marketing teams are harnessing the collective genius across their organization to drive better conversations with customers—and they're making it easier to connect every salesperson with this expertise—at the best time—to ensure that sales members never sell alone. In this session, SAVO CEO John Aiello will highlight best practices and success factors in deploying Sales Enablement in a 2.0 World.

Brian Bakstran, Senior Vice President, Field Marketing, North America, CA

The New Era of Marketing – Run It Like Sales

Brian Bakstran believes there is a new marketing era dawning—one that mirrors sales in its organization, metrics, and especially in revenue generation. As senior vice president, North America marketing at CA, Brian brings a truly integrated perspective to sales and marketing. He will discuss how several leading edge marketing teams are running marketing like sales and achieving tangible results! At CA, Brian is responsible for all North America marketing activities including organizational operations, branding/marketing campaigns, communications, events, tele-prospecting, and business unit planning. His responsibilities span all marketing channels including direct sales, resellers, distributors, global solution integrators, and value channels.

Paul Dunay, Global Director, Integrated Marketing, BearingPoint

Making Lead Nurturing Work in a Services Organization

Paul Dunay has spent more than 20 years in marketing, creating buzz for leading technology companies such as Google, IBM, Microsoft, Oracle, SAP, Avaya, and Cisco. As Global Director, Integrated Marketing for BearingPoint, his unique approach to integrated marketing has been recognized as a 2007 & 2006 finalist, and 2005 winner of the “Driving New Demand” Marketing Excellence Award at ITSMA. No stranger to demand generation, Paul will show you how it can be done from the ground up. More than a database with the latest email newsletter—great lead generation takes a defined methodology, specific targeting, and the right messages to the right audience at their elusive moment of need for your services. It’s difficult, but doable. Paul is also a winner of BearingPoint's Best Overall Marketing Campaign award in 2004 and has a highly coveted blog at http://www.buzzmarketingfortechnology.com.

Janis Fratamico, Director, Americas Marketing, IBM Global Business Services

Driving Client Demand: It’s the Relationship Stupid

We get it, relationships matter—and you can’t get to where you need to be by doing the same things you’ve always done. IBM’s Global Business Services Marketing team, led by Janis Fratamico, Director of Americas Marketing for IBM’s Global Business Services, is spearheading an innovative, targeted approach to relationship building—and to top it off—effectively measuring the results. Emerging as a best practice within IBM with its tight linkage to business leadership and their sellers, Janis will share some of her team’s discoveries on IBM’s path to drive client demand.

Julie Meyers, Vice President, Marketing & Strategy, Xerox Global Services - North America

Driving Business Results through Marketing Simplification & Content Enablement

Marketing MUST be focused on business objectives and results and not activity-driven metrics. Simplifying priorities and consistently asking the question, “Will this program/campaign/tactic REALLY drive business?” has made Marketing‘s role clearer, more innovative, and fun again. Julie serves as vice president of marketing for Xerox Global Services. She and her team deploy all internal and external marketing messaging and work closely with the Sales and Marketing organizations of Xerox Global Services to strategically align their efforts in the marketplace. She will share how thought-leading marketing initiatives and alignment of programs to specific business objectives have motivated a team of seasoned, yet non-traditional, marketers to deliver unique and effective marketing programs and sales enabling tools.

Jean Ostvoll, Executive Director, Marketing, Products, Accenture

Client-Centric Marketing

Jean Ostvoll is the Executive Director of Marketing for Products at Accenture. She has over 25 years of experience in Sales and Marketing with Accenture and several other F500 companies. Currently, she has global responsibility for Accenture’s largest Operating Group as well as company wide responsibility for Opportunity and Client-Centric Marketing. Jean will discuss Accenture’s client-centric approach calling out its value proposition, key strategies, roles, and critical success factors. Her pragmatic approach highlights several of the nuances that make a program like this hugely successful.

Jeff Sands, Director, ITSMA

Mastering the Game: the Demand Generation Tug-of-War

With more than 30 years of experience in technology marketing, sales, and business development, Jeff brings a keen understanding of the priorities and pain points for services and solutions marketing. In this session, Jeff will identify best practices in attracting and acquiring new customers. He’ll highlight the importance of a well-crafted thought-leadership strategy and outline the key ingredients for creating targeted value propositions that are clear, differentiating, and void of techno babble and market speak. Additionally, he’ll discuss some of ITSMA’s recent research on budgeting, generating demand, and how customers choose.

Who Should Attend	[TOP OF PAGE]

ITSMA's 2008 Marketing Leadership Forum is designed specifically for senior marketing and sales executives who are tasked with generating demand.

ITSMA reserves the right to limit participation to director-level and above. If you are unsure of your eligibility to participate, please contact Carolyn Jefferson at +1-781-862-8500, Ext. 121, or cjefferson@itsma.com.

Networking Reception (May 6, 5:00-7:00 pm)	[TOP OF PAGE]

Hosted by Savo Group

Join us after the first day of the Forum to relax and enjoy beverages and plentiful hors d’oeuvres & food stations. Connect with old friends and meet some new acquaintances in the elegant setting of The Lodge at Torrey Pines—the perfect spot to unwind.

Sponsor	[TOP OF PAGE]

Host Sponsor: SAVO Group http://www.savogroup.com

SAVO is the industry-defining provider of sales enablement solutions, which maximize a sales organization’s ability to communicate value and differentiation in clear, consistent and compelling ways. SAVO’s award-winning, on-demand application enables organizations to scale knowledge and expertise throughout an organization, share best practices of top sales performers, ramp new hires and leverage the best of an organization in time for every upcoming sales meeting.

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	May 6-7, 2008
Member price:	$1,995
Non-member price:	$2,495
	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.
Event Location:	The Lodge at Torrey Pines 11480 North Torrey Pines Road La Jolla , CA 92037
	URL: http://www.lodgetorreypines.com
Accommodations:	Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Lodge at Torrey Pines. For other area hotels, please contact the concierge at The Lodge at Torrey Pines.
Reservations:	+1-858-453-4420 or +1-800-656-0087
Room Rates:	$295 single/double occupancy – Available until April 30, 2008 Please call the hotel directly for room reservations. To receive the discounted rate, please identify yourself as an attendee of ITSMA's Marketing Leadership Forum. Rate includes complimentary admission and use of fitness center and spa facilities; and complimentary in-room high-speed Internet service.
Special Requests:	If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at cjefferson@itsma.com or on +1-781-862-8500, Ext. 121.

Images courtesy of The Lodge at Torrey Pines

Cancellation and Refund Policy
Cancellations and substitutions must be in writing and forwarded to ITSMA via email to cjefferson@itsma.com.

• Full refund or future event credit given 30+ days prior to the event
• $250 cancellation fee 15-29 days prior to the event
• No shows will incur the full event fee
• Substitutions approved by ITSMA are permitted

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.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we provide research, consulting, and training to the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.