Increasing Growth in Target Accounts:
A Practical Approach to Account-Based Marketing

ITSMA Workshop

June 18, 2009
Executive Conference Center (located on the Second Floor of the Marriott Hotel)
San Francisco Marriott

Overview

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

ITSMA presents its one-day Account-Based Marketing workshop.

Increasing Growth in Target Accounts: A Practical Approach to Account-Based Marketing

Learn ITSMA’s practical approach to accelerating growth in target accounts. This workshop is for those who are relatively new to ABM or have less than one year experience.

Increasing Growth in Target Accounts: A Practical Approach to Account-Based Marketing

• Are you looking to establish better executive-level relationships in your key accounts?
• Is account retention a key component of your strategy moving forward?
• Are you looking to further penetrate existing accounts?

In this one-day workshop, you will learn the basics on how to design an effective Account-Based Marketing program for your organization. Using our proven tools and methodology, you will learn how to design your own ABM program by:

• Identifying the most appropriate criteria to select the best accounts for your program
• Determining an appropriate funding model
• Creating an ABM Governance model to effectively manage your program
• Designing your ABM workshops to create your integrated ABM sales and marketing campaign plans

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.

The workshop is particularly useful for:

• Corporate marketing managers and executives
• Field and industry marketing managers
• Anyone else tasked with increasing business within key accounts

Group 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. Group discounts are available; contact us for more information at cjefferson@itsma.com.

Workshop Leader	[TOP OF PAGE]

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.

Tammy Ribaudo brings over 20 years of services marketing, sales, and consulting experience to ITSMA. In her role, Tammy is responsible for managing ITSMA’s member councils, providing consulting to ITSMA members, contributing to ITSMA workshops and training courses, and developing new members. Tammy is a long-time associate of the firm who served as the director of ITSMA’s mentoring program from 2001-2004 and consulted on a number of client engagements. Prior to joining ITSMA, Tammy ran Elevista, a marketing consultancy, held senior marketing roles at CSC, Arthur D. Little, Inc., and LeadingSide. As a vice president at ADL, Tammy served as director, developer, and trainer of their global key-client management program.

Workshop Timing	[TOP OF PAGE]

The workshop will run from 8:30 am-4:30 pm.

Cancellation and Refund Policy

Any cancellations or substitutions must be made in writing and forwarded to ITSMA via email at cjefferson@itsma.com.

• Full refund or future event credit given 30+ days prior to the event
• $250 cancellation fee 15-29 days prior to the event
• No shows will incur the full event fee
• Substitutions approved by ITSMA are permitted

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.