Annual European Forum and Workshop 2002

Overview

The European technology sector is about to go through a period of consolidation and realignment as major organisations merge or reorganise themselves under new identities. The upturn for the sector is not yet clearly in view, and business leaders and marketing chiefs are focussed on actions that drive enhanced results with fewer resources. The move to lead the sales approach via solutions and services is also gaining ground. Where will companies need to invest their services marketing resources to get the biggest return? How can we evolve quickly into a solutions and services company?

ITSMA's 2002 European Forum will address the key questions of managing reorganisation and re-branding, driving results through targeted marketing programs, managing solutions and service sales processes, assessing you brands' value, and ensuring it supports your new business objectives. Business leaders and marketers who attend this year's forum will hear distinct views and recommendations on where to invest to ride the storm and emerge ready for growth.

The workshop will focus on techniques to build higher levels of recognition and influence within your organisation. We will discuss best practices in measuring and communicating marketing objectives and results, and how to build high impact programs and initiatives that bring significant business results.

The 2002 Forum will be another great networking and learning opportunity, with speakers that include:

Gavin Fenn-Smith, Founder, beasyousay
Vincent Rousselet, Head of Strategic Innovation, BT Retail
Derek Hardman, Marketing Director, Fujitsu Services
Robert Pearce, Senior Marketing Manager, IBM Global Services, EMEA
Dave Munn, President & CEO, ITSMA
Laurie Young, Partner & Global Head of Marketing, PricewaterhouseCoopers
Stephen Stynes, Founder, TecBrand

Who Should Attend

This ITSMA forum is designed to meet the needs of mid- and upper-level services marketing and business executives who are involved in creating, managing, and marketing technology services. Since participants come to the forum from a variety of companies and backgrounds, the forum provides an excellent opportunity to exchange information with colleagues regarding best marketing practices—especially practices that differentiate during economic instability. Individuals with responsibilities for business development, strategic planning, corporate marketing, services product management, services marketing, and marcoms will benefit most from the event.

Dress Code is business casual.

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F O R U M A G E N D A

Monday, 24 June 2002
8:30	Registration & Coffee
9:00	*Welcome & Opening Remarks* Beverley Burgess, Director, Professional Services, ITSMA Europe Dave Munn, President & CEO, ITSMA
9:30	*Placing a Value on Brand Equity* Laurie Young, Marketing Partner, Global Finance & UK Practices, PricewaterhouseCoopers Investment analysts and investors are increasingly receptive to placing a value on brand equity and disclosing key marketing metrics. Laurie will explore the issues and opportunities this creates for services marketers.
10:20	Morning Coffee
10:40	*Going Global* Derek Hardman, Marketing Director, Fujitsu Services Derek will share ICL's experience of reorganising, realigning, and re-branding under the global Fujitsu brand.
11:30	More Than Just a Logo—Making the Brand Come Alive Gavin Fenn-Smith, Founder, 'beasyousay' Gavin will share his experience of how to engage employees in the brand proposition and give them the capability to make the brand come alive.
12:20	Lunch
13:40	*Keeping the Service Portfolio Fresh—The Innovation Dilemma* Vincent Rousselet, Head of Strategic Innovation, BT Retail Innovation is the key to keeping services relevant and fresh for clients. Vincent will share BT's approach to strategic innovation and their view of the demand versus product-led innovation dilemma.
14:30	Defining and Delivering Value Dave Munn, President & CEO, ITSMA Dave will discuss the importance of monitoring your position with key stakeholder audiences and its value in determining your marketing priorities.
15:20	Afternoon Tea
15:40	*Targeted Response Generation Programs* Stephen Stynes, Founder, TecBrand Gaining prospects' attention gets tougher every year. Stephen will example highly successful and measurable response generation programs.
16:10	*Marketing's Role in Moving the Ball Up the Field* Robert Pearce, Senior Marketing Manager, IBM Global Services, EMEA Robert will discuss the key role of services marketing to develop measurable programs to develop key prospect relationships and opportunities.
17:00	Closing Remarks Beverley Burgess, Director, Professional Services, ITSMA Europe


Tuesday, 25 June 2002
8:30	Registration & Coffee
9:00	*Introduction* Dave Munn, President & CEO, ITSMA
9:15	*What Do Our Stakeholders Want From Us?* Bev Burgess, Director, Professional Services, ITSMA Europe Bev will present ITSMA's results of research into the expressed requirements of key stakeholders of marketing.
10:00	Morning Coffee
10:20	*Building the Political Agenda—Stakeholder Mapping* Bev Burgess, Director, Professional Services, ITSMA Europe This presentation will assist you in identifying and delivering against stakeholders' expectations. It will review approaches to segmenting the internal audiences and their needs, including: The Board and Senior Management; Service Sales; Operations; Support Functions.
11:00	Group Case Study Exercise-Stakeholder Mapping
12:30	Lunch
13:30	Key Competencies for Influencing Stakeholders David Brain, Director, KnowledgePool Consultancy You will learn about negotiating, influencing, and powerful communications skills for marketers; building your own and your teams' skills.
15:15	Afternoon Tea
15:35	*Communicating the Value-Building a Value Measurement System* Bev Burgess, Director, Professional Services, ITSMA Europe Review of what companies are measuring today and the issues involved in building a value measurement system-including a case study implementation.
16:15	Personal Action Planning
16:45	Summary & Close

Please note: ITSMA reserves the right to make changes or substitutions to this event.
More details regarding this event will be posted as soon as they become available.

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R E G I S T R A T I O N I N F O R M A T I O N

Event Date:	24-25 June 2002
Member price:	£ 895 Forum and Workshop (€ 1,395) £ 495 Forum or Workshop (€ 795)
Non-member price:	£ 1,095 Forum and Workshop (€ 1,695) £ 595 Forum or Workshop (€ 895)
	Fee includes: continental breakfasts, luncheons, handouts, and a special networking reception to be held Monday evening, 24 June.

	If payment is not received by the start of the conference, a credit card or other form of payment will be required for admittance.
	For more information contact Beverley Burgess at info@itsma.com or call [44] 1892 523060
Event Location:	Radisson Edwardian Hotel at Heathrow 140 Bath Road Hayes, Middlesex, UB3 5AW Phone: +44 (0)20 8759 6311 Fax: +44 (0)20 8759 4559
Accommodations:	Hotel accommodations are the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-serve basis at the Radisson Edwardian Hotel at Heathrow. Request a room assignment for the ITSMA Forum #2306ETC to take advantage of the special rate.
Reservations:	0800 37 44 11 UK - Toll Free (800) 333-3333 US - Toll Free Website: www.radisson.com Email: resreh@radisson.com
Room Rates:	£125 (€204.56) Bed & Breakfast per night (includes VAT).

Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA Europe, Aston Court, Kingsmead Business Park, Frederick Place, High Wycombe, Bucks, HP11 1LA , UK or via email to cjefferson@itsma.com.

You may cancel your enrollment without penalty up to ten business days before the start of the event. A £200 administration fee will be imposed for cancellations received after this data. Non-attendance without cancellation will incur the full event fee. Substitutions approved by ITSMA Europe are permitted up to the start of the event.

Satisfaction Guarantee
ITSMA Europe 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.