Annual Conference 2010

Speakers | Agenda | Sponsors | Awards | Fees & Hotel Info

Twitter TranscriptOverview

Over the past few years, Marketing has weathered quite a sea change: budgets have dwindled, new tools have emerged, offerings have changed, the industry has morphed, and power has shifted. Doing more with less is no longer an option; Marketers need to start doing things differently to lead the business.

Join us!

Election & Voter Information — Don’t forget November 2 is Election Day in the United States. Information for each state can be found at:

Our 17th Annual Marketing Conference is on November 2 and 3 at the Charles Hotel in Cambridge, MA. Join us as we hear from industry experts and marketing leaders about the Year of Marketing Transformation and what we as marketers need to start doing to be seen as true business leaders. Top B2B marketers will offer their perspectives, and recipients of the ITSMA Marketing Excellence Awards will share their winning practices.

Conference Personalization with 1:1 Meetings

In addition to the unparalleled quality of speakers—authors and visionaries, business advisors, market leaders, marketing excellence award winners, and in-the-trenches practitioners—we are also excited to offer one-to-one meetings to your conference experience. When you register for the Conference, you can also identify an area of interest (or question or issue) and we’ll schedule a free 30-minute informal meeting for you with an ITSMA expert or associate during the Conference. Meeting times are limited, so let us know what you want to talk about when you register. Some topics you might consider include:

Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!


Several senior marketing leaders from IT and Services companies will present their insights, best practices, and even some lessons learned. Our confirmed speakers include:

Bret Barczak
CMO, Service and Solutions, GE Healthcare

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Malcolm Frank
Senior Vice President of Strategy and Marketing, Cognizant

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Janis Fratamico
Director of Marketing, IBM GBS Americas

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Brian Halligan
Founder and CEO, HubSpot

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Jane Hiscock
President & Founder – Farland Group

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Julie Meyers
Vice President, Strategy, Marketing & Client Experience, Global Document Outsourcing, North America, Xerox Corporation

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Dave C. Munn
President and CEO, ITSMA

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Olivier Nguyen Van Tan
Managing Director – Pierre Audoin Consultants

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Tom Rodenhauser
Editor – Consultants News

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Julie Schwartz
Senior Vice President, Research and Thought Leadership, ITSMA

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Mike Schultz
President, RAIN Group, & co-author of Professional Services Marketing

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Jeff Summers
Chief Operating Officer – SAVO

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Karen Walker
Vice President, Marketing and Communications, Services – Cisco

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2010 Marketing Excellence Awards

Honoring Stand-out Achievement in Services and Solutions Marketing

Marketing Excellence AwardsThe ITSMA Marketing Excellence Awards program, now in its thirteenth year, honors the marketing strategies, programs, and campaigns that have achieved excellence at technology, telecom, communications, and professional services firms worldwide. The awards put special emphasis on marketing innovation, program execution, and business results.

The awards program is based on a comprehensive and strategic approach to marketing in one of the six following categories:

We will be presenting the winners in the final session on Tuesday, November 2, followed by a celebratory networking reception. Select winners will be presenting their case studies on Wednesday, November 3.

*Marketing with Social Media, Senior Client Engagement Programs, and Developing and Launching New Offerings are new categories.

Who Should Attend & Why

ITSMA’s Annual Marketing Conference is designed for senior- and executive-level marketing and business development professionals who want to learn from industry peers, stay at the top of their game, bring their marketing strategy to the next level, and network with like-minded business leaders.

Over the two-day Conference, you’ll have the opportunity to:

And, in this day of restricted travel, why not take advantage of this opportunity and get together with your team? In addition to sharpening the skills of your team, here are some ways you can make the most of the Conference:

Welcome Reception (November 1, 5:00 pm – 7:00 pm)

Eat, drink, and enjoy. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances in the contemporary setting of The Charles Hotel. All conference participants are invited to register, pick up conference materials, and enjoy casual networking before the Conference festivities get underway.

Schedule of Events

November 2

7:30 Registration & Continental Breakfast
8:30 Conference Kick-Off
5:00 Marketing Excellence Awards Celebratory Networking Reception

November 3

7:30 Continental Breakfast
8:00 Welcome Back
4:30 Wrap-up & Closing Remarks


View Agenda with Speech Descriptions >

Monday, November 1

5-7:00 pm Pre-Registration & Welcome Reception

Tuesday, November 2

7:30 am Registration & Continental Breakfast
8:30 Conference Kick-Off & Opening Remarks
Dave Munn, President & CEO, ITSMA
9:00 The Future of Work: How Marketers Will Need to Transform to Succeed
Malcolm Frank, Senior Vice President of Strategy & Marketing, Cognizant Technology
10:15 Networking Break
10:45 The State of Management Consulting: 2010 & Beyond
Tom Rodenhauser, Editor of Consultants News
12:00 pm Networking Lunch – Table Topics
1:15 Marketing as a Catalyst for Field Sales: Maximizing the Impact of Every Sales Conversation
Jeff Summers, Chief Innovation Officer, SAVO
2:00 Maximizing Technology and Professional Services Sales: What it really takes for B2B marketers to succeed
Mike Schultz, President, RAIN Group, & co-author of Professional Services Marketing
2:45 Networking Break
3:15 The Future of Client Communities—The Digital Boardroom
Jane Hiscock, President & Founder, Farland Group, and Janis Fratamico, Director, Marketing, North America, IBM Global Business Services
4:00 ITSMA Marketing Excellence Awards Presentation
4:45 Day One Wrap-Up
Dave Munn, President & CEO, ITSMA
5:00 Marketing Excellence Awards Celebratory Networking Reception

Wednesday, November 3

7:30 am Continental Breakfast & Networking
8:00 Welcome Back & ITSMA Update
Dave Munn, President & CEO, ITSMA
8:30 Connecting and Collaborating: The Cornerstone of a High Impact Marketing Organization that Delivers Measurable Business Results
Karen Walker, Vice President, Marketing & Communications, Cisco Services
9:15 It’s All About the Strategy—How Marketing’s Role Can be Elevated Through Alignment and Execution
Julie Meyers, Vice President, Strategy, Marketing & Client Experience, Xerox Global Services NA
10:00 Networking Break
10:30 Taking Thought Leadership to the Next Level
Bret Barczak, Chief Marketing Officer, Services & Solutions, GE Healthcare Technologies
11:15 How Customers Choose Providers—What’s Changed and What Marketers Need to Improve
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA, and Olivier Nguyen Van Tan, Managing Director, Pierre Audoin Consultants
12:00 Networking Lunch – Table Topics
1:15 Free Your Content, Be Spreadable, and Other Marketing Lessons from the Grateful Dead
Brian Halligan, CEO & Founder, Hubspot, and author of Inbound Marketing: Get Found Using Google, Social Media, and Blogs, and Marketing Lessons From the Grateful Dead
2:00 Best Practice Case Studies from ITSMA’s 2010 Marketing Excellence Award Winners
3:00 Networking Break
3:15 Best Practice Case Studies from ITSMA’s 2010 Marketing Excellence Award Winners
4:15 Wrap-up & Closing Remarks
Dave Munn, President & CEO, ITSMA
Please note: ITSMA reserves the right to make changes or substitutions to this event.

Host Sponsor


SAVO is the industry-defining provider of sales enablement solutions, which maximize a sales organization’s ability to communicate value and differentiation in clear, consistent and compelling ways. SAVO’s award-winning, on-demand application enables organizations to scale knowledge and expertise throughout an organization, share best practices of top sales performers, ramp new hires and leverage the best of an organization in time for every upcoming sales meeting.

Display Sponsor

Geehan Group

The Geehan Group connects B2B companies directly to decision makers within their most important customers. Our experienced team unleashes the power of the customer to:

As markets shift and opportunities for transformation arise, successful organizations are aligning strategies with their most important markets to drive sales and success. Geehan Group has the expertise to design and develop high-impact programs like Customer Advisory Councils, Strategic Planning, Executive Summits and other Executive Sponsor Programs.

Fees and Hotel Information

Event Date: November 2-3, 2010
Now thru 8/13 8/14 – 10/1 10/2 thru Conference
$1,595 $1,795 $1,995
$1,995 $2,195 $2,495
Member price:
Non-member price:
Fees include conference materials, continental breakfasts, lunches, refreshments, and receptions.
*Contact ITSMA for details about special discounts for three or more participants from your organization. Details at
Event Location: The Charles Hotel, One Bennett Street, Cambridge, MA 02138
Phone: +1-617-864-1200  Toll free: 800-882-1818
Fax: +1-617-864-5715Booking Hours: Monday – Friday: 8 am to 7 pm ET; Saturday: 9 am to 4 pm ET
Online Reservations:

  • Click on “Reservations” button on the left hand side of the screen
  • Once in booking window, Click on blue “Groups” Tab at the top of the page
  • Enter Attendee Code: ITSMA2010
  • Select dates you wish to stay
  • Click on the room type preferred
  • Click on Complete Information
  • Complete Form
  • Click Finish Reservations
  • You will be emailed your Confirmation Number
Accommodation: Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel.$279 single/double occupancy – Available until October 18, 2010. Please call the hotel directly for room reservations. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference.
Hotel Information: The Charles Hotel experience reflects the eclecticism that is Cambridge. An urban oasis, The Charles offers something for everyone who is visiting the Boston area. Guests can soak in their academic surrounding by attending a lecture at Harvard, relax with a stroll along the Charles River, explore downtown Boston or dine at some of the Boston and Cambridge area’s finest restaurants, including The Charles’ own Henrietta’s Table and Rialto. In addition, The Charles is home to a thriving jazz club, the Regattabar a popular cocktail bar, Noir, and an ice-skating rink during the winter months.
Special Requests: If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at or +1-781-862-8500, Ext. 121.
International Travelers: Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization.

Sponsorship Opportunities

Sponsoring ITSMA’s Annual Conference is a great way to showcase your brand strength and gain visibility with senior-level marketing and sales executives. Several opportunities are available to meet your needs and budget. Contact Dirk Mullenger at for more information.

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.


ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program 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, India, and Japan. Learn more at


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