(Invitation-only for ITSMA Members)
Executive Roundtable

Making Marketing "Atomically Global": How the "Flat World" Is Changing the Way Marketing Is Organized and Managed

June 18, 2008
12-4:30 pm ET

The Westin Copley Place
Boston, MA

Overview

During a recession, marketing budgets are among the first to be slashed. Marketing’s resilience can be traced directly to a history of outsourcing to outside agencies. Today, offshore outsourcing provides access to marketing staff in other countries where salaries and other expenses are comparatively lower, and perhaps the talent is comparatively higher.

Some companies are opting to retain marketing competencies in house yet are locating their in house resources in less expensive geographies

Global sourcing is a reality today and marketing is no exception. In his book, The World Is Flat, Thomas L. Friedman says, “It is now possible for more people than ever to collaborate and compete in real time with more other people on more different kinds of work from more different corners of the planet and on a more equal footing than at any previous time in the history of the world.” By breaking marketing down to its smallest components and finding the best and least expensive talent to complete the components, today’s leading marketers are creating “atomically global” marketing organizations.

How do the economic climate and the flattening of the world impact the way your marketing team is organized and managed? At this Executive Roundtable, ITSMA’s Dave Munn and Ajit Maira will share the results of ITSMA’s latest research on marketing operations and management, and facilitate discussion with a group of your peers. Specifically we’ll explore:

• How marketing organizations are “managing” through the current period
• Marketing outsourcing and global sourcing trends
• What marketing competencies can and should be outsourced
• What marketing competencies should never be outsourced
• New marketing roles, titles, and reporting structures
• Professional development and performance metrics

As always, Dave and Ajit will share examples to enrich the conversation. Please come prepared to share some of your own.

Please note: Participation is limited to one senior executive each from ITSMA member companies. Lunch is included and there is no charge to attend the event.

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. 121 or at cjefferson@itsma.com.

ITSMA Facilitator	[TOP OF PAGE]

David C. Munn
President and CEO
dmunn@itsma.com

Dave oversees all ITSMA strategy, partnerships, and international operations. Since joining ITSMA in 1995, Dave has played a central role in expanding the organization’s offerings to include: Best-practice, benchmarking, and customer research; custom consulting and training; and a wide range of member services to help companies improve marketing, sales, and business results. ITSMA now has operations in the U.S., Europe, and Japan serving over 100 member companies representing close to half of the total Technology & Telecom services revenues generated worldwide.

With forty years of experience in marketing, strategy, sales, and consulting, Ajit leads ITSMA’s member engagement team, which works with member companies to provide advisory support on marketing and sales challenges and to ensure that they receive maximum value from their memberships. His areas of expertise include entering and establishing new markets; building marketing, sales, and services organizations; improving sales and marketing processes; strategic assessments, strategy development, planning, and positioning; and understanding the potential value and application of emerging technologies in business. Over the years, Ajit has held leadership roles in marketing, sales, and services for CA, Raytheon Data Systems, Xerox, Digital Equipment Corp., and IBM, among others.

Location and Event Information	[TOP OF PAGE]

Event Date:	June 18, 2008
Event Time:	12-4:30 pm ET
Member price:	No Charge
Non-member price:	This event is open to ITSMA member companies only.
More information:	Contact Carolyn Jefferson at +1-781-862-8500, ext. 121, or cjefferson@itsma.com.
Event Location:	The Westin Copley Place
	10 Huntington Ave Boston, MA 02116
	Phone: +1-617-262-9600 Fax: +1-617-424-7483
	URL: www.westin.com/copleyplace
Special Requests:	If there is anything we can do to make your participation in this event easier, please contact Carolyn Jefferson at cjefferson@itsma.com or on +1-781-862-8500, Ext. 121.

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.