Agenda   |   Registration Information

Increasing Growth in Key Accounts:
Designing and Delivering Account-Based Marketing

ITSMA Workshop
March 4-5, 2008
Wellesley, MA

Overview

Account-Based Marketing (ABM) is hot! More and more companies are increasing investments in marketing and sales programs that target individual accounts and prospects. Whether your company calls it 1-to-1 marketing, key-client marketing, relationship selling or something else, this laser focus on a single account is making a big splash in the industry by helping companies to generate demand, increase awareness, and improve their positioning in key accounts.

Through years of research and work with pioneers of the approach, ITSMA has developed a proven three-phased framework for ABM:

• Program Planning & Design
• Account-Specific Planning & Implementation
• Program Management & Evaluation

Many companies have followed ITSMA’s approach to ABM, developing well-planned, well-executed programs that generate increased demand and create the deep and trusted relationships with key accounts that lead to substantial, measurable results.

This workshop is designed to provide participants with a step-by-step methodology to create, improve, and scale ABM programs.

A Proven Framework for Implementing Account-Based Marketing

Phase 1. Program Planning & Design. Here is where we lay the foundation for overall program success. Identifying executive sponsors, finding sources for funding, and determining the criteria for selecting target accounts are just a few of the important activities addressed in Phase I of the framework.

Phase 2. Account-Specific Planning & Implementation. Once we’ve laid the groundwork for a successful program, it's time to look more closely at what needs to be done within each individual ABM account. This phase includes understanding and analyzing the account, defining and selecting “plays,” building and executing the marketing and sales plan, and measuring and reviewing the results.

Phase 3. Program Management & Evaluation. Here we evaluate all aspects of the program and make any necessary adjustments. Typically, as organizations scale the approach, important issues such as staffing, funding, and organization need to be reexamined.

ITSMA Account-Based Marketing^SM Framework

Key Benefits	[TOP OF PAGE]

By attending this workshop, you will gain:

• A clear and proven methodology for building and executing your end-to-end ABM strategy
• Industry-leading examples and benchmarks to strengthen your ABM marketing campaigns and initiatives
• Expert-guided practice in designing ABM campaigns in a supported environment
• More confidence around ABM, new ideas on how to build and scale effective programs, and research-based information about what works best in today’s economy—plus new energy to tackle your toughest ABM challenges!

Who Should Attend	[TOP OF PAGE]

This is the only workshop specifically designed to address ABM for organizations that market and sell complex technology-based solutions using research, publications, and case studies from these industries.

It is particularly useful for:

• Corporate marketing managers and executives
• Field and industry marketing managers
• Global and major sales account team members
• Business development managers and executives
• Anyone else tasked with increasing business within key accounts

NB: Sales and marketing people who attend the workshop together experience greater appreciation of how ABM can work for them as an integrated team.

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.

Workshop Leaders	[TOP OF PAGE]

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.

Jeff Sands
Vice President
jsands@itsma.com

With more than 35 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. At ITSMA, Jeff works directly with member companies to help them take best advantage of ITSMA resources and to provide focused advisory support around go-to-market strategies for technology services, portfolio rationalization, sales enablement, customer advisory councils and more. Jeff is also the Practice Lead for Account-Based Marketing.

Agenda	[TOP OF PAGE]

Day 1	Activity
Morning	Introduction Case Study Exercise ABM Set Up Break ABM/Phase I
	Lunch
Afternoon	ABM-Phase II Break ABM Phase II (continued) Guest Speaker
Evening	Group dinner
Day 2	Activity
Morning	Review and Game ABM Phase II (continued) Exercise Break ABM Phase III
	Lunch
Afternoon	Building the ABM Campaign Plan Summary and Wrap

On March 4 the workshop will run from 8:30 am-5:00 pm, followed by a group dinner, and from 8:00 am-2:30 pm on March 5.

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.