7:30 am

Registration & Continental Breakfast

7:00

Networking Reception & Dinner

Short Cut to Memory: Unleashing the Power of Metaphors
Don Uzzi
Senior Vice President, Global Advertising, Marketing, and Communications
EDS

Don will discuss how Herding Cats, Running with Squirrels, and other initiatives have helped transform and clarify the EDS brand. He will share his insights on the power of metaphors to take a brand where every marketer needs to go: into the memories of their customers.

Accelerating the Adoption of Emerging Technologies with Services
Bob Widlansky
Sr. Manager, Partner Marketing
Cisco Advocacy Division

Cisco Systems has been using services to accelerate the adoption of emerging technologies by reducing customer anxiety and risk prior to and during the transition. Bob will discuss how this is working for key technologies at Cisco, and how he would apply their "lessons learned" for other emerging technologies. He will also present how Cisco's Global Sales and Marketing groups are teaming to align customer expectations with Cisco's ability to deliver key technology-focused services.

The Changing Breed of Consulting: What the Future Holds for Professional Services Firms
Tom Rodenhauser
Founder and Principal
Consulting Information Services

Chaos in consulting is creating a new breed of professional services firm. Who will be the new industry leaders? What will the consulting firm of tomorrow look like? What will firms in the room need to do to succeed in the new world of consulting and professional services? This highly interactive presentation highlights key factors and events that are fundamentally altering the environment for the entire sector.

Recent evidence suggests growing discontent with the level of service excellence delivered by many service providers. And yet the role of the service component in the business system of most companies has never been more important. One solution to this dilemma is to seek service expertise by forging alliances with service partners. Many such alliances, however, result in disappointment and acrimony largely because of false expectations and the difficulties of managing intangible assets across organizations. Phil Dover will look at the challenges of establishing strategic logic for an alliance, then forging and managing the relationship. Examples will be given of both successful and unsuccessful alliances and key lessons established for service marketing managers.

KPMG Consulting's marketing team has been focused on building brand and generating leads since their IPO in February of 2001. A key component of the team's success has been the establishment of formal guidelines, principles, and governance around solutions marketing. As a member of KPMG Consulting's Marketing Leadership and a member of the corporate Solutions Council, Deborah will discuss how they have applied traditional product marketing discipline to solutions marketing. She will also share some of their challenges, results, and key learnings to date.

As the markets become ever more volatile and competitive, intensity increases and the annual cycle of strategic planning has becomes less and less relevant. Strategic choices about markets, marketing, recruitment, alliances, and offerings in a services market require almost realtime strategy redefinition. In this presentation Philip will discuss the continuous strategy process now in use at IBM.

As the leader of Microsoft's Services organization, Bob will share his views on how technology decisions and technology applications are changing and what the future holds for technology customers. He will also discuss the direction and challenges Microsoft faces as it expands its services capabilities and partnerships in the present market.

Leveraging Partnerships in the New Economy
Larry Reist
Vice President, Marketing
Nortel Networks

As the challenging times for the technology sector continue, Nortel has continually grown professional services through it's partnership strategies. Join Larry Reist, Vice President Marketing, Nortel Networks Global Professional Service, as he discusses the evolution of Nortel's partnership strategy that integrates service delivery partners, channel partners, and technology partners. A key element of their approach includes cultivating Carriers as a new sales channel and developing pre-packaged complex professional services that are easy for their channels to integrate and sell.

How do you sell when no one else is? In a down market, what are the most effective tactics and strategies to optimize your sales and get you out of the downturn first? With budgets held hostage, how can you spend less and still see significant results? And, with budgets on hold, must your brand be, too? Is brand-building a mere luxury that businesses must deny themselves in tougher times?

Teresa led a global team tasked with rebranding Accenture on an unprecedented time-scale and seized the opportunity to reposition the organization. Teresa will discuss Accenture's rebranding and repositioning initiative including strategy, creative ideas, global integration, marketplace impact, and how they will capitalize on their success.

The reality today is that most marketing organizations don't have zillions of dollars to spend on marketing and advertising programs. As the top marketing executive at DiamondCluster, a business strategy and technology consulting firm, Michael will discuss the systematic marketing programs and strategies that his organization has focused on prior to and during the present market downturn.

As the complexity of customers' IT environments increased, EMC recognized a growing need for enhanced design and implementation consulting services to ensure successful implementations. Cynthia will talk about how EMC responded to that need by expanding its professional services capabilities and formally marketing them. To get there, EMC services business leaders had to sell the value of professional services internally and to customers. The results include improved ROI for customers, increased satisfaction, and increased EMC revenue.

In changing times it is extremely important to understand how clients select the firms with which they will do business. Julie will present findings from recent ITSMA research that answers such questions as: What selection criteria are most important to decision-makers? Where do they get their information? How do they judge the value of what is being offered? How do company perception and services elements, including price, influence decisions? Join Julie for important insights into how you can better respond to client needs and expectations during the selection process.

Measuring Marketing for Improved Results
Steve Hurley
Vice President, Learning & Professional Excellence

Marketers are increasingly being called on to justify their budgets and to deliver tangible results. Can you definitively prove the value of marketing in your organization? Steve has been working with leading professional services and technology product firms to do just that: identify the value of marketing and develop key metrics for managing the marketing effort and reporting results. Steve will present examples of successful measurement programs and identify the critical success factors for implementing them.

The Future of Field Marketing: Performance Benchmarks, Best Practices, and New Questions
Rob Leavitt
Director, Member Advocacy

Top performers have led a dramatic shift toward greater spending on field marketing over the last two years to implement marketing programs, build customer loyalty and ratchet up the revenue streams in key markets. The downturn this year has put even more of a premium on getting close to your customers. And recent events has now inspired new questions about marketing strategies and tactics. Are you leveraging field marketing resources to maximum advantage? Reorganizing your team? Just getting started? Whatever your level, Rob's review of best practices, benchmarks, and potential impacts of September 11 is sure to provide timely food for thought and specific take-aways to bolster your organization's performance. Join Rob for a review of ITSMA's latest research and a lively discussion of which initiatives are most applicable to your organization in the current environment.

Marketing After September 11:
Improving Results in the New Environment
Rich Staples
Director, Marketing and Sales

The fallout from the September 11 attack clearly has a substantial impact on marketing and sales. Organizations are shifting strategies and tactics to address the economic, social, and even political changes that are affecting technology and professional services firms. This session will be an interactive discussion and will highlight specific challenges posed by recent events and review ideas and initiatives that can help firms respond successfully. Join Rich to discuss how your organization is adapting. Topics include refining value propositions; strengthening client relationships even while cutting back travel and meetings; adapting communications and messaging; reviewing lessons learned from the crisis; and addressing new market opportunities.