Maximizing Marketing’s Influence: The New Marketing Rules

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Overview

No more excuses, it’s time for marketing to expand its influence and lead! This is what we’re good at. We’ve dealt with shrinking budgets and staff, mastered complex CRM systems, learned to get great work done within a matrixed organization, stood our ground with the Board, helped others to see the bigger picture, and balanced both tiny and Herculean marketing efforts. And in today’s weakened economy, more than ever, we need to maximize our influence and create bold, new marketing rules.

Join us!

Our 15th Annual Marketing Conference is on November 4 and 5 at the new Renaissance Boston Waterfront Hotel. Join us to hear insights and success stories from marketing leaders on a wide variety of vital topics—each with a window into what they did, how they led, and the results they achieved. Plus, several presenters will be addressing how current economics are shifting their priorities. An essential combination of both pragmatic and strategic will be highlighted through presentations, panel discussions, and interactive break-out sessions. Many of the interactive sessions on day two will be led by the winners of ITSMA’s Marketing Excellence Awards so you know there will be plenty examples from marketers at the top of their game!

Keynote Speakers

Jonathan Zittrain

One of the world’s leading Internet scholars, Jonathan Zittrain provides audiences with an inside look at how cyber terrorism, law and technology affect marketing and our lives.

“Internet & Society: The Future of the Internet and Its Impact on Marketing�

The openness of the Internet leaves us vulnerable to cyber-criminals and may ultimately lead to a complete internet collapse. Jonathan Zittrain, author of The Future of the Internet – And How to Stop It, calls for rethinking the Internet, to protect its openness and rescue it from forces working to constrain it. Zittrain’s dual understanding of law and technology give him unparalleled insight into a range of issues affecting the Internet and its impact on the future of Internet marketing.

Jonathan Zittrain is Professor of Law at Harvard Law School, where he co-founded its Berkman Center for Internet & Society. Previously he was Professor of Internet Governance and Regulation at Oxford University. He is a member of the Council on Foreign Relations and a Forum Fellow of the World Economic Forum, which has named him a Young Global Leader.

Zittrain attended Harvard Law School, J.D. (1995); Harvard University John F. Kennedy School of Government, MPA (1995); and Yale University, BS Cognitive Science and Artificial Intelligence (1991).

Thomas H. Davenport

Tom Davenport is a world-renowned thought-leader and scholar who has helped hundreds of companies revitalize their management practices.

Competing on Analytics in Marketing

In this presentation Tom Davenport will describe how some leading organizations compete on the basis of their analytical capabilities and fact-based decision-making. In research over the past 4 years he has identified more than 50 companies that base their strategies at least in part on their analytical orientations. Marketing applications are the most common type among analytical competitors, and are the most likely to yield rapid financial benefit. Davenport will define what it means to compete on analytics in marketing, and how organizations employing marketing analytics achieve high performance. He will also describe the key capabilities necessary to succeed, and discuss how organizations make progress on the journey to analytical competition.

Tom Davenport combines his interests in business, research, and academia as the President’s Distinguished Professor in Management and Information Technology at Babson College. He earned a Ph.D. from Harvard University in social science and has taught at the Harvard Business School, the University of Chicago, Dartmouth’s Tuck School of Business, and the University of Texas at Austin. He has also directed research centers at Accenture, McKinsey & Company, Ernst & Young, and CSC.

Speakers	[TOP OF PAGE]

The increasing commoditization of IT Services is driving a change agenda for marketing to convert to strategic marketing. This entails two clear implications. The first is business aligning marketing competencies and the second is justifying marketing’s increasing influence through appropriate measurement. In this session, by leveraging what is already being done in HCL, Krishnan will share experiences on how result-oriented measurement can be achieved.

Krishnan Chatterjee is Associate Vice President and Head of Business Marketing at HCL Technologies. He has overall responsibility for building the marketing strategy and infrastructure to propagate demand creation, ensure an intent-driven business approach, and create a superior customer experience. Krishnan is an economics graduate and has an MBA in marketing and strategy from the Indian Institute of Management, Ahmedabad.

Synopsis: Today, our Global 2,000 clients are facing unprecedented challenges, from the credit crisis to cost containment to globalism to a fundamental transition in their markets. However, as services providers, too often we speak with confusion instead of clarity. We obfuscate the issues instead of addressing them in a head-on manner. We use a language and marketing approaches which are often so convoluted they only make client problems seemingly larger. In short, too often our marketing approaches make it more difficult for clients to buy our services with confidence. In his discussion, Malcolm will outline some of the most glaring “worst cases� of services marketing double-speak, and will focus on the key rules for speaking to clients with clarity.

Malcolm Frank is Senior Vice President of Marketing and Strategy at Cognizant. His focus centers on Cognizant’s brand, driving business development through Cognizant’s unique global delivery model, and overseeing Cognizant’s corporate strategy. Prior to joining Cognizant, Malcolm was co-founder and CEO of CXO systems (Acquired by Cisco), co-founder and CEO of Nervewire Inc. (Acquired by Wipro), and co-founder and Senior Vice President at Cambridge Technology Partners. He is a graduate of Yale University.

In today’s world of increased competition, commoditization and price-oriented negotiating by customers, marketing can grow profits and revenues by focusing on activities which improve the effectiveness of the sales force and build pricing leverage. Learn how to find your firm’s sweet spot, quantify the benefits of your offering, innovate for growth, get your competitors to react to you, and become the value leader.

Dr. Reed Holden is co-founder and CEO of Holden Advisors. He helps companies worldwide in a broad range of industries create go-to-market strategies that drive price leadership and profitable growth. He runs targeted sessions with executives and client management teams in Fortune 2000 companies to determine needed changes and drive consensus on new directions. His latest book—Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table—gives sales, marketing, finance, and pricing leaders an actionable roadmap for working together to outperform the competition. In addition to consulting and training, Reed is an Adjunct Associate Professor at Columbia University, where he teaches value-based strategies for their Executive Education program. For more, please listen to his podcast series on pricing >>

Marketing Bets in a Turbulent Economy

Businesses face extraordinary challenges today, as they attempt to navigate the turmoil in the global economy. The upheaval in the financial markets worldwide is putting increased pressure on business leadership to make their organizations more efficient, cost-effective, and risk-resistant in the short term. Caught up in a whirlwind of demands to reduce staff, slash projects, and rein in discretionary spending, executives must also remain focused on their business’ long term goals. There’s no mistaking the enormity of what lies ahead for today’s business and IT leaders. Hear how Oracle Support Marketing is responding to this financial crisis with an eye toward tactics that will provide quick wins helping customers optimize current technology investments while driving operational excellence and reducing risk.

Nancy Lyskawa serves as Vice President, Support Services Marketing at Oracle responsible for product marketing for Oracle Support and Advanced Customer Services. Prior to joining Oracle, Nancy was with PeopleSoft and was with Electronic Data Systems. Nancy has a bachelor’s degree in accounting and finance from the University of North Dakota and a master’s certificate in marketing from the Cox School of Business at Southern Methodist University.

How do you effectively market to the C-suite? Reaching key decision-makers in the C-suite – with the right messages – is critical to many marketing efforts. Yet, many marketers depend on tried and true marketing techniques, only to find them fall flat. Kelly Nelson will share some of the unique marketing efforts used at Deloitte – one of the largest global accounting and consulting organizations in the world – to make positive lasting impressions in the C-suite and throughout their organizations.

Kelly Nelson is the Leader of Strategic Initiatives for Sales, Marketing & Business Development at Deloitte. Kelly currently oversees a team of 200 marketing professionals in Hyderabad, India. In addition, she is involved with various initiatives all focused on building a more strategic and impactful sales & marketing organization. Prior to joining Deloitte, Kelly served in marketing roles at Kodak, AMR Corporation and Temerlin McClain (now TM Advertising/Dallas). She is a graduate of Southern Methodist University.

Through interviews with over 1,130 CEOs and business leaders around the world, IBM developed the 2008 Global CEO study. The study provides compelling perspectives on strategic issues such as global integration, new and changing customer groups, and business model innovation. The implications rewrite the rules of marketing which can enable new thinking and new business for the Enterprise of the Future.

David Wong is Director of Solutions and Service Line Marketing with IBM Global Business Services. Prior to this role, David identified and developed emerging growth businesses as part of IBM Corporate Strategy. Previously, David has been a management consulting leader for more then 20 years with several consulting organizations, including IBM Strategy & Change, Mainspring, A.T. Kearney, Gemini Consulting, and Marakon Associates. David holds a Masters of Public and Private Management from the Yale School of Management and a B.S. in Mechanical Engineering with First Class Honors from Queen’s University at Kingston. David is a Professional Engineer.

2008 Marketing Excellence Awards	[TOP OF PAGE]

ITSMA will present the winners of the 11th Annual ITSMA Marketing Excellence Awards at a special awards dinner on Tuesday evening, November 4. Award categories for 2008 include:

• Sharpening Brand and Competitive Differentiation
• Leveraging Digital Marketing
• Strengthening Customer Relationships
• Launching New Solutions
• Enabling Sales
• Generating Demand

The conference will also include breakout sessions with leaders from the award winning programs on Wednesday, November 5.

Who Should Attend and Why	[TOP OF PAGE]

Our Annual Marketing Conference is designed for senior- and executive-level marketing and business development professionals wishing to stay at the top of their game, learn from industry peers, and take advantage of the many networking opportunities available to them.

In today’s travel-conscious and cost-sensitive business environment, this Conference will deliver new insights and perspectives you can use to bolster your marketing efforts from the moment you return to your office. Over the two-day Conference you’ll have the opportunity to:

• Learn from two world-renowned thought-leaders, business advisors, and scholars—our keynote presenters: Jonathan Zittrain and Tom Davenport
• Challenge yourself with stimulating presentations from B2B marketing practitioners on today’s most pressing topics and trends
• Participate with professional peers in a small settings to learn about award-winning marketing innovations and programs
• Sharpen your professional skills and take several examples of successful marketing and sales initiatives, tools, and tips from best practice case studies
• Enjoy spending time talking with fellow industry professionals at the receptions, Marketing Excellence Awards dinner, lunches, and breaks—all in the midst of the spectacular Boston waterfront.

Welcome Reception (November 3, 5:00-7:00 pm)	[TOP OF PAGE]

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 Renaissance Waterfront Hotel. All conference participants are invited to register, pick up conference materials, and enjoy a casual networking activity to socialize and meet other attendees.

Agenda	[TOP OF PAGE]

Monday, November 3
5:00– 7:00 pm	Welcome Reception and Pre-registration
Tuesday, November 4
7:30 am	Registration and Continental Breakfast
8:30	Conference Kick-off and Opening Remarks Dave Munn, President & CEO, ITSMA Ajit Maira, Senior Vice President, ITSMA
9:00	Internet & Society: The Future of the Internet and Its Impact on Marketing Jonathan Zittrain, Professor, Internet Studies, Oxford University
10:15	Break
10:45	New Rules of Marketing: An IBM Perspective David Wong, Director, Solutions and Service Line Marketing, IBM Global Business Services
11:30	Connecting at the Top:  Marketing to the C-Suite Kelly Nelson, Leader of Strategic Initiatives: Sales, Marketing & Business Development, Deloitte
12:15 pm	Lunch
1:15	Marketing Superglue: Connecting Customers, Partners, and Vendors Ed Daly, Senior Director, US and Canada Theater Operations and Marketing, Cisco Systems
	Thought Leadership & Best Practice Exchanges (concurrent sessions)
2:30	Emerging Trends and Practices in Account-Based Marketing Jeff Sands, Vice President, ITSMA Walter Beier, Senior Manager, Worldwide Marketing & Communications, Unisys Rob Redford, Vice President, Relationship Marketing, Cisco
	Things are tough out there—it’s much more competitive, buyers are more selective, and clients have little to no loyalty. These are just a few reasons why Account-Based Marketing (ABM) strategies have come center stage. ABM comes in many flavors and addresses different needs and audiences. One thing is consistent, ABM’s strategic focus and planning brings great business value to the accounts where it is well implemented. Join us to hear insights from ITSMA’s recent ABM Multiclient Benchmarking Study and participate in a discussion of what works and what doesn’t work with two industry leaders from the ITSMA ABM Council.
2:30	The Solutions Journey Revised: Lessons from the Pioneers Ajit Maira, Senior Vice President, ITSMA Mona Charif, Director, Worldwide Global Marketing, EDS, an HP Company Bob Mattis, Vice President, Business Development, PBMS, Pitney Bowes Tom Sadtler, Vice President, Professional Services Marketing, CA
	The Solutions Journey is fraught with hills, twists, and turns. And one company’s journey will differ entirely from another. Despite the complexities, clients want to buy solutions so sellers need to make their solutions “fit� to buy. The ITSMA Solutions Council, now in its third year of operations, has examined the many facets of solutions and come up with a new set of rules. Join us for new findings, and a lively discussion on the promise of solutions with guest Solutions Council members who embark on marketing, sales, and operational pathways every day.
2:30	Sharpening Marketing’s Edge: New Marketing Tools and Approaches Christopher Koch, Associate Director of Research and Thought Leadership, ITSMA Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA Jeff Winter, Senior Director, Services Marketing, SAP
	Marketers today are expected to generate new demand—not just new leads. At this session, we will examine the tools and techniques that marketers are using to link early demand generation with business results, using case studies from leading B2B companies such as SAP and Diebold. We will also offer some key highlights from ITSMA’s exclusive survey of best practices, challenges, and ROI from top marketing decision makers’ use of marketing automation technologies.
3:15	Break
3:30	Marketing Rules for More Effective Pricing Reed Holden, CEO, Holden Advisors
4:15	Day One Wrap-up Ajit Maira, Senior Vice President, ITSMA
4:30	Day One Ends
5:30	Networking Reception
6:00	Marketing Excellence Awards Dinner
7:00-8:00	Marketing Excellence Awards Presentation

Wednesday, November 5
7:30 am	Continental Breakfast
8:00	Welcome Back Ajit Maira, Senior Vice President, ITSMA Dirk Mullenger, Director, Member Engagement, ITSMA
8:30	Competing on Analytics in Marketing Tom Davenport, President’s Distinguished Professor of Information Technology & Management, Babson College
9:30	Say What You Mean, and Mean What You Say. Speaking With Clarity in Cluttered Markets. Malcolm Frank, Senior Vice President, Marketing and Strategy, Cognizant Technology Solutions
10:15	Break
10:45	The Destination, Not the Journey: Result-oriented Measurement of Marketing Performance Krishnan Chatterjee, Associate Vice President- Business Marketing, HCL
11:30	Lunch
12:45 pm	Marketing Bets in a Turbulent Economy Nancy Lyskawa, Vice President, Support Services Marketing, Oracle
1:45	Best Practice Case Studies from the 2008 Marketing Excellence Awards (Concurrent Sessions)
	Enabling Sales Leveraging Digital Marketing Strengthening Customer Relationships
2:30	Break
2:45	Best Practice Case Studies from the 2008 Marketing Excellence Awards (Concurrent Sessions)
	Generating Demand Sharpening Brand and Competitive Differentiation Launching New Solutions
3:45	Closing Remarks and Conference Wrap-up Dave Munn , President & CEO, ITSMA
4:00	Conference Ends
	Please note: ITSMA reserves the right to make changes or substitutions to this event.
	Dress Code: Business Casual

Sponsors	[TOP OF PAGE]

StoryQuest helps its clients accelerate learning, shorten sales cycles, and leverage the experiences of their best people. Using its proprietary “harvesting� methodology, StoryQuest captures the stories, strategies, and tactics of top performers and drives not only knowledge, but belief, confidence, and performance. Using the latest technologies, including on-demand learning, streaming, iPods, and podcasting, StoryQuest helps its clients connect with a mobile and global audience, lower costs and improve sales performance.

Digital Influence Group is a social media marketing services agency that helps clients use social media to build communities with their key constituencies. We have developed a unique methodology for identifying, educating, and influencing the blogosphere, reputation aggregators, e-communities, and social networks. Our approach, a true innovation in marketing services, blends the expertise of public relations and interactive marketing to achieve new levels of engagement and influence with targeted audiences.

RainToday.com is the premier online source for insight, advice, and tools for growing your service business. RainToday.com features the most up-to-date resources including articles by industry experts, how-to-guides and tools, sales and marketing research reports, webinars and events, and a complimentary weekly newsletter.

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	November 4-5, 2008
Member price:	$2195
Non-member price:	$2595
	*Contact ITSMA for details about special discounts for three or more participants from your organization.
	Fees include conference materials, continental breakfasts, lunches, refreshments, and special event meals.
	Note: Group discounts are available. Contact ITSMA for details.
Event Location:	The Renaissance Waterfront Hotel 606 Congress Street Boston, MA 02210
	Phone: +1-617-338-4111    Toll free: 800-468-3571 Fax: +1-617-338-4138
Online:	www.marriott.com
Room Rates:	Please contact the hotel directly for room reservations. Indicate that you are attending ITSMA’s Annual Conference to receive the special rate of $259 per night (Single/Double), available until October 21, 2008. For other area hotels, please contact the concierge at The Renaissance.
Hotel Information:	As the newest addition to the Boston Harbor, this sophisticated downtown Boston hotel stylishly reflects the vibrancy and aqua-elegance of the ocean. The Renaissance Boston Waterfront Hotel blends contemporary design with state-of-the-art technological enhancements, setting a new industry standard in innovation. Inspired by the sea, this newly acclaimed Boston Harbor hotel boasts luxurious guestrooms with the latest amenities and offers breathtaking ocean vistas.
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 cjefferson@itsma.com or +1-781-862-8500, Ext. 121.

Cancellation and Refund Policy
Cancellations and substitutions must be in writing and forwarded to ITSMA via email to 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 you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.