Web Briefing

Positioning to Win

April 15, 2008
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
(Free for ITSMA members)

Registration Closed

Overview

There's no denying that companies with strong brands command greater attention and higher fees for comparable offerings. And yet it’s also true that positioning and differentiation pose major challenges for many companies.

It’s no surprise, then, that differentiation continues to be a top priority for ITSMA members, with substantial investment devoted to developing a strategic positioning platform and executing against it. Despite the time and money invested, however, an examination of the positioning of the top services and solutions providers reveals a plethora of “me, too” messaging.

Hosted by ITSMA’s Bob Baginski, this Web Briefing will examine four important strategies for building a truly differentiated position in the market:

• Conduct a business and market assessment
• Define offerings and the Client Value Proposition
• Create the Strategic Positioning Platform
• Execute the message platform across the marketing portfolio

This Briefing is complimentary for ITSMA members and $195 for nonmembers.

Presenters	[TOP OF PAGE]

Robert M. Baginski, Ph.D.
Senior Vice President
rbaginski@itsma.com

Bob leads ITSMA's consulting and training activities, helping to scope, propose, manage, and deliver custom projects. A 25-year veteran of professional services marketing, Bob is an expert in the consulting, systems integration, and outsourcing marketplace. He speaks frequently about marketing strategy, market and client development, positioning and brand, thought leadership, and communications.

General Information	[TOP OF PAGE]

ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.

Technical Requirements	[TOP OF PAGE]

This briefing will be administered by BT Conferencing. All participants are required to test their browsers 24-48 hours prior to ensure compatibility. This test can be done by clicking here: Check your system. You will receive a pass code and dial in number three business days prior to the briefing.

The technical requirements for this ITSMA online briefing are:

• Direct or dial-up Internet connection of 56Kbps or higher.
• A separate telephone line to access the audio teleconference.
• If participating from your company, ask about your company’s Internet Firewall 48 hours prior to the event. This will enable your IT technician to reconfigure your connections if necessary to ensure access to the Internet portion of the briefing.
• No plug-ins or software downloads are required.
• System Requirements: Windows 2000 or higher, Internet Explorer 6.x or greater, Netscape 7.2 or later. The following operating systems will work with limitations: Windows 98 SE, NT Server or Workstation 4.0, Mac OSX 10.3 with Safari 1.2; Solaris 9 with Netscape 7.0 or Mozilla 1.4, Sun JVM 1.4.2.

Fees and Registration	[TOP OF PAGE]

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 per location for non-members.

Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, April 14, 2008.

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.