(Invitation-only meeting for ITSMA members)

ITSMA Roundtable

Differentiation and Reputation: Two Sides of the Same Coin?

15 May 2008
12:00–15:00 London time

Fujitsu (room 123)
22 Baker Street
London W1, UK

Overview

At ITSMA, we believe that differentiation and reputation have become two sides of the same coin. Differentiation is what you say about your company, while reputation is what others—not just customers but also analysts, bloggers, and the media—say about you. Though reputation traditionally has ranked as a lower priority for marketers than differentiation, with the rise of the Internet and increasing customer power, differentiation and reputation have become equally important and increasingly integrated.

At this ITSMA Roundtable we will consider:

• The importance of differentiation and the role of service mapping as a tool to reinforce this
• The need for marketers to link their traditional differentiation campaigns with new techniques for monitoring and shaping their companies’ reputation among influencers
• Examples of good differentiation and reputation management activity

There is no charge for participation, however the Roundtable is limited to 20 representatives of ITSMA member companies and is by invitation only. Lunch is included. If you would like to discuss who might be eligible to participate from your company, please contact Katie Doughty on +44 (0)1628 603130 or at kdoughty@itsma.com.

Your Facilitator	[TOP OF PAGE]

Jerry Dixon
Associate Director, ITSMA Europe
jdixon@itsma.com

Jerry Dixon supports ITSMA Europe members around their marketing priorities and decision making through consultancy, research, and analysis. A creative and enthusiastic practitioner, Jerry has led a variety of strategic marketing projects for the UK, EMEA, and worldwide markets, and has developed strategic and tactical marketing solutions for companies including Microsoft, T-Mobile, Cellnet, Clifford Chance, Marshalls, IBM, and ICO Global Communications.

Location and Event Information	[TOP OF PAGE]

Event Date:	15 May 2008
Event Time:	12:00–15:00 London time (lunch included)
Member price:	No Charge
Non-member price:	This event is open to ITSMA member companies only.
Event Location:	Fujitsu (room 123) 22 Baker Street London W1
	For additional information, details or assistance please contact Katie Doughty on +44 (0)1628 603130 or at kdoughty@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.