Marketing is back!

As tech spending begins to grow again, marketing is exerting greater leadership in defining new opportunities, refining the customer experience, and measuring the business return on marketing investment.

ITSMA's annual conference is the premier event dedicated to the latest marketing strategies and tactics in technology services and solutions. This year's conference will emphasize emerging opportunities for growth, new approaches to marketing and selling solutions, best practice peer sharing and networking, and presentation of the 2003 Services Marketing Excellence Awards.

The conference will highlight such key topics as:

• Emerging opportunities for growth
• The impact of outsourcing, offshore providers, and on demand computing
• Customer perceptions of the value of technology solutions
• Successful strategies for marketing and selling solutions
• New approaches to accelerating the sales cycle
• Brand differentiation in a buyer’s market
• Maximizing customer loyalty
• Increasing marketing accountability

Other Conference highlights include:

• Discussions with 2003 Services Marketing Excellence Award Winners
• CIO panel on customer buying priorities
• Breakout groups and networking sessions
• Pre-Conference Workshops on Marketing Solutions and Selling Solutions

Featured Speakers Include:
	Howard Rheingold (keynote speaker), author of Smart Mobs, The Virtual Community, Virtual Reality, and other books, and one of the foremost authorities on the social implications of technology
	Michael Winkler, Executive Vice President and Chief Marketing Officer, Hewlett-Packard
	Brian Fugere, Chief Marketing Officer and Partner, Deloitte Consulting
	Chelsea Hardaway, Global Director, Brand Communications, Deloitte Consulting
	Leigh Alexander, Vice President and Chief Marketing Officer, Unisys
	Sangita Singh, Vice President and Chief Marketing Officer, Wipro Technologies
	Brian Eckert, Executive Vice President, Marketing, Dimension Data
	Cary Fulbright, Senior Vice President, Marketing, salesforce.com
	Shahla Aly, General Manager, Microsoft Services
	Larry DeBoever, Chief Research Officer and Executive Vice President, Hitachi Consulting
	Peter Solvik, Managing Director, Sigma Partners; former CIO, Cisco Systems
	Philip Oliver, Vice President, ITSMA; former Vice President, Worldwide Strategy, IBM Global Services
	Dave Munn, President and CEO, ITSMA
	Julie Schwartz, Vice President, Research, ITSMA

Who Should Attend	[TOP OF PAGE]

MarketingServices/2003 provides all those involved with managing, marketing, and selling technology-related services an excellent opportunity to learn from industry leaders and exchange information and ideas with colleagues regarding best practices and lessons learned. Individuals and teams with responsibilities for business development, strategic planning, brand management, corporate or marketing communications, services marketing, services product management, and sales will benefit most from this event.

ITSMA Services Marketing Excellence Awards	[TOP OF PAGE]

ITSMA will present the winners of the Sixth Annual ITSMA Services Marketing Excellence Awards at the conference on Tuesday, October 21. Award categories for 2003 include:

• Developing New Solutions
• Managing Brand and Reputation
• Marketing with Partners
• Strengthening Customer Loyalty
• Increasing Sales Effectiveness
• Measuring Marketing Results

Selected award recipients will discuss their winning programs on Wednesday, October 22.

Pre-Conference Workshops	[TOP OF PAGE]

Start the learning early! ITSMA experts will lead two half-day workshops on Monday, October 20. Packed with the latest research, tools, techniques, and models, each workshop will provide participants with actionable takeaways to support immediate improvements in marketing and sales effectiveness.

Marketing Solutions (8:30-12:00) – Key challenges in designing, communicating, and generating demand for complex, integrated technology-based solutions.

How effectively has your marketing organization made the shift to solutions? Making this shift requires a sophisticated program of cross-functional collaboration, ongoing customer interaction, and highly integrated and targeted promotional campaigns. Led by Steve Hurley, ITSMA vice president for learning and performance excellence, this workshop highlights the changes that marketing must make to become solutions-savvy, and provides specific examples, models, and recommendations of best practice solutions development, communication, and demand generation.

Selling Solutions (1:30-5:00) – Key challenges in improving tools, systems, and skills for selling solutions.

How well equipped is your sales force to sell complex technology-based solutions? Shifting sales to a solutions orientation typically involves a rash of changes in everything from compensation and coverage to training and tools. Led by Steve Hurley, ITSMA vice president for learning and performance excellence, this workshop highlights the most difficult challenges that sales people themselves identify and provides specific examples, models, and recommendations in the three most critical areas: sales tools, sales support systems, and selling skills.

Please note: The Leveraging Channels workshop has been cancelled.

Conference Agenda	[TOP OF PAGE]

Monday, October 20, 2003
7:30	Registration & Continental Breakfast
8:30-12:00	Pre-Conference Workshop A: Marketing Solutions Steve Hurley, Vice President, Learning and Performance Excellence, ITSMA
12:00-1:30	Registration and Boxed Lunch
1:30-5:00	Pre-Conference Workshop B: Selling Solutions Steve Hurley, Vice President, Learning and Performance Excellence, ITSMA
5:30-7:30	Conference Welcome Reception and Pre-Registration
Tuesday, October 21, 2003
7:30	Registration & Continental Breakfast
8:15	Opening Remarks Dave Munn, President & CEO, ITSMA
9:00	"Deliver More" Marketing: Maximizing Efficiency, Effectiveness, Customer Satisfaction, and Technology Solutions Michael Winkler, Executive Vice President and Chief Marketing Officer, Hewlett-Packard
9:45	Refreshments & Networking Break
10:15	Marketing in a Globalizing Industry Larry DeBoever, Chief Research Officer and Executive Vice President, Hitachi Consulting
11:00	Mobile Networking, Constant Conversation, and Marketing’s Next Reality Howard Rheingold, author, Smart Mobs (Keynote address)
12:15	Lunch
1:30	Aligning Marketing and Strategy: Strengthening Collaboration for Competitive Advantage Philip Oliver, Vice President, ITSMA
2:15	Marketing’s Top Challenges: Breakout Groups Moderated discussions of morning presentations and other top challenges
	Mastering Constant Change Through Flexible Marketing Strategy (Philip Oliver, Vice President, ITSMA)
	Driving Growth and Loyalty Through Key Account Management (Bev Burgess, Managing Director, ITSMA Europe)
	Maximizing Demand Generation Through Creative Campaigns (Steve Hurley, Vice President, Learning and Performance Excellence, ITSMA)
3:00	Refreshment & Networking Break
3:15	Understanding How Customers Buy: The Need for Marketing-Led Sales Julie Schwartz, Vice President, Research, ITSMA
4:00	Marketing Reality Check: The CIOs Speak (Panel Discussion) - Peter Solvik, Managing Director, Sigma Partners; former CIO, Cisco Systems - Mark Tonnesen, Vice President, Information Technology, Cisco Systems Other participants TBD
5:15	Day One Wrap-up Dave Munn, President & CEO, ITSMA
5:30	Optional Activities
7:00	Reception
7:30	Dinner (Sponsored by Rainmaker Systems)
	Presentation of ITSMA's 2003 Services Marketing Excellence Awards
Wednesday, October 22, 2003
7:00	Continental Breakfast
8:15	Welcome back Dave Munn, President & CEO, ITSMA
8:30	Making Marketing Accountable: Creating a Marketing Dashboard at Unisys Leigh Alexander, Vice President and Chief Marketing Officer, Unisys
9:15	Branded Content: Twice the Impact, Half the Cost Brian Fugere, Chief Marketing Officer and Partner, Deloitte Consulting Chelsea Hardaway, Global Director, Brand Communications, Deloitte Consulting
10:00	Refreshments and Networking Break
10:30	Empowering Customers and Partners to Maximize the Benefit of IT Investment Shahla Aly, General Manager, Microsoft Services
11:15	From Deals to Loyalty: Retention Marketing with Software as Service Cary Fulbright, Senior Vice President, Marketing, salesforce.com
12:00	Lunch
1:30	Integrated Lead Generation to Maximize Demand and Increase Business Results Sangita Singh, Vice President and Chief Marketing Officer, Wipro Technologies
2:15	Closing the Gap Between Marketing and Sales: New Approaches to Sales Enablement Brian Eckert, Executive Vice President, Marketing, Dimension Data
3:00	Refreshments and Networking Break
3:30	Marketing Best Practices Discussions with 2003 Services Marketing Excellence Award Winners
4:30	Closing remarks Dave Munn, President & CEO, ITSMA
	Please note: ITSMA reserves the right to make changes or substitutions to this event.

Welcome Reception & Pre-Registration—Monday, October 20
ITSMA will host a welcome reception on Monday evening from 5:30–7:30 p.m. All conference participants are invited to register early, pick up conference materials, and enjoy a casual networking activity to socialize and meet other attendees.

Optional Activities—Tuesday, October 21
Once the formal sessions end on Tuesday afternoon, take a break before dinner to unwind, re-energize, or see the local sights! Optional activities include:

Spa Claremont: Consistently honored as one of the country's best, Spa Claremont is a 20,000-square-foot sanctuary offering a wide variety of innovative treatments for men and women.

Fitness, Pool, Tennis: Hotel facilities offer a wide range of fitness opportunities.

College Avenue: A 30-minute walk from The Claremont, College Avenue provides a taste of University sights, sounds, and daily life.

Telegraph Avenue: Also a 30-minute walk from The Claremont, Telegraph Avenue is a must-see neighborhood that provides a quick glimpse of what gives the city its wonderfully eccentric reputation.

For more information on these and other activities, contact the hotel concierge at 510-843-3000.

Networking Reception, Dinner, and Award Ceremony—Tuesday, October 21
Enjoy a cocktail reception and buffet dinner after the first day of the conference. The evening will be a great opportunity to continue discussions with conference participants, speakers, and ITSMA staff. Guests of attendees are welcome to attend.

During the dinner, ITSMA will announce the winners of the 2003 Services Marketing Excellence Awards.

The reception will begin at 7:00 p.m., with a buffet dinner starting at 7:30. The Award Ceremony will begin at 8:15.

Rainmaker Systems will host the buffet dinner.

Mobile Networking, Constant Conversation, and Marketing’s Next Reality
Howard Rheingold, author, Smart Mobs (Keynote address)

The cultural, political, and economic impacts of pervasive connectivity are only beginning to emerge as wireless devices spread the power of instant communication throughout business and society. Indeed, Howard Rheingold, author of Smart Mobs and one of the world's foremost authorities on the social impact of technology, foresees a new wave of innovation over the next decade on the scale of the innovation surrounding the PC and the Internet. But the potential impacts are quite unpredictable, and marketers, along with everyone else, have a great stake in the way the new technologies and communication dynamics unfold.

In this keynote address, Howard will preview the emerging reality, highlight the most important issues and tensions inherent in the new technologies, and zero in on some critical potential impacts on marketing and business-to-business relationships.

The shift to a buyer's market for IT services and solutions has put tremendous pressure on companies to rethink virtually all aspects of marketing. Now that the cost-cutting phase is mostly over, it is up to marketers to step forward with new strategies and tactics to win more business, increase customer loyalty, and strengthen the bottom line. Dave will outline ITSMA's view on marketing's top priorities in three critical areas: leadership, innovation, and results.

"Deliver More" Marketing: Maximizing Efficiency, Effectiveness, Customer Satisfaction, and Technology Solutions
Michael Winkler, Executive Vice President and Chief Marketing Officer, Hewlett-Packard

As the first chief marketing officer in the history of Hewlett-Packard, Michael Winkler is responsible for transforming HP's identity as "newly merged," to that of most valued technology brand. In his presentation, Mike will discuss critical challenges in the coming era of marketing leadership and accountability that include: driving change to increase marketing efficiency and effectiveness, successfully managing the total customer experience, and aligning the brand to reflect the capabilities of a modern technology solutions company.

Realigning Marketing and Strategy: Strengthening Collaboration for Competitive Advantage
Philip Oliver, Vice President, ITSMA

Success in today's hyper-competitive environment requires creative and dynamic strategies based on deep insight into market, competitive, and technology trends. Too often, however, Strategy floats up in the clouds while Marketing is stuck in the trenches. Ineffective collaboration leads to missed opportunities, inappropriate investments, and organizational distress. As former head of worldwide strategy for IBM Global Services, Philip will share the latest findings from ITSMA research on how leading companies integrate marketing and strategy to outthink and outperform the competition.

Understanding How Customers Buy: The Need for Marketing-Led Sales
Julie Schwartz, Vice President, Research, ITSMA

It's no secret that customers are taking longer to buy, negotiating tougher, and involving more people in the process. But there is a more fundamental change as well. Customers can no longer be sold to. Don't call them; they'll call you. In this context, as Julie explains, marketing-led sales is the route to success. Rather than just pushing to sell harder, marketing needs to lead the way in building the visibility and credibility to "be there" when buyers are ready to buy.

Marketing Reality Check: The CIOs Speak
Peter Solvik, Managing Partner, Sigma Partners (Moderator)

Today's CIOs are more strategic and business-savvy than ever, and they are placing far greater demands on providers of technology, applications, and services than ever before. Led by former Cisco CIO Pete Solvik, this panel will explore CIO priorities and perspectives from a range of industries. The discussion will focus on key business drivers for technology investments, changing approaches to buying IT services and solutions, and how services marketers can best partner with CIOs and IT organizations to drive initiatives across the business.

Making Marketing Accountable: Creating a Marketing Dashboard at Unisys
Leigh Alexander, Vice President and Chief Marketing Officer, Unisys

Market leadership relies on constant improvement in marketing operations and accountability to ensure best practice performance. Recently, Unisys has taken an important step toward leadership by developing a customized dashboard to measure and analyze marketing results. The dashboard helps integrate and prioritize marketing activities, align marketing with sales, improve visibility to top management, highlight marketing’s impact on corporate value, and prepare the foundation for greater marketing automation. Leigh will discuss how Unisys created the dashboard and how it contributes directly to corporate goals and success.

Branded Content: Twice the Impact, Half the Cost
Brian Fugere, Chief Marketing Officer and Partner, Deloitte Consulting
Chelsea Hardaway, Global Director, Brand Communications, Deloitte Consulting

People are drowning in a cacophony of marketing clutter. Everyone knows it, but marketers continue to add to it. As the value of traditional advertising begins to erode, what is the next frontier for marketing? According to Brian and Chelsea, BMW, Kiehl's, the Mini Cooper, and Apple are beginning to find answers. What does the world of the trial offer, the tasty free sample, and the test drive know that the business-to-business marketing world doesn't?

Empowering Customers and Partners to Maximize the Benefit of IT Investment
Shahla Aly, General Manager, Microsoft Services

With responsibility for offering strategy, managed support programs, consulting offerings, and marketing and communications, Shahla is leading the charge to help Microsoft's business customers and partners optimize IT efficiency, reduce operational risk, and keep pace with rapidly changing business requirements. Shahla will outline key elements of Microsoft's services strategy, discuss what the strategy means for partners, and highlight new approaches to integrating technology services and solutions that deliver strategic value to customers.

From Deals to Loyalty: Retention Marketing with Software as Service
Cary Fulbright, Senior Vice President, Marketing, salesforce.com

The overall advantages of subscription-based software—lower cost, lower risk, and decreased drain on resources—gives vendors tremendous opportunities for strengthening customer relationships and growing their businesses. Once customers sign up, however, it's all too easy to keep chasing the next deal. As head of marketing for one of the most successful providers of software as service, Cary will discuss the systems and programs required to get marketing and sales alike focused on customer satisfaction, renewal, and loyalty.

Integrated Lead Generation to Maximize Demand and Increase Business Results
Sangita Singh, Vice President and Chief Marketing Officer, Wipro Technologies

Marketing organizations today are under greater pressure than ever before to generate demand and demonstrate tangible business results while operating with flat or reduced budgets. At Wipro, a focus on low-cost, high-impact initiatives, including Web development, thought leadership, permission marketing, and tighter integration of all programs has led to dramatically improved results and a very high return on marketing investments. Sangita will review Wipro's success in strengthening brand awareness, new business development, and customer loyalty.

Closing the Gap Between Marketing and Sales: New Approaches to Sales Enablement
Brian Eckert, Executive Vice President, Marketing, Dimension Data

Registration	[TOP OF PAGE]

Event Date:	October 20-22, 2003
Member Fees:	$2,695 2-day Conference plus two pre-conference workshops $2,395 2-day Conference plus one pre-conference workshop $1,895 2-day Conference only $995 Two pre-conference workshops only $595 One pre-conference workshop only
Standard Fees:	$3,195 2-day Conference plus two pre-conference workshops $2,895 2-day Conference plus one pre-conference workshop $2,395 2-day Conference only $1,195 Two pre-conference workshops only $795 One pre-conference workshop only
	[Registration closed.]
	You can also register via phone at 1-888-ITSMA92 ext. 19, or dial +1-781-862-8500 ext. 19 for outside the U.S.
	If payment is not received by the start of the conference, a credit card or other form of payment will be required for admittance.
Event Location:	Claremont Resort & Spa 41 Tunnel Road Berkeley, CA 94705 (12 miles from downtown San Francisco)
Accommodations:	Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at the Claremont. For other area hotels, please contact the concierge at the Claremont.
Reservations:	Phone: +1-800-551-7266 Fax: +1-510-843-6239 URL: http://www.claremontresort.com
Room Rates:	Please call the hotel to request a room for the ITSMA Conference at the special rate of $196 (which includes Resort Fees). The rate is available until October 2, 2003. Please contact the hotel directly for room reservations.
About the Claremont: Nestled in the hills overlooking world famous San Francisco Bay, this Four Diamond gem features historic charm, an award-winning spa and fitness experience, 22 acres of resort amenities, and a timeless setting for special events.
Images courtesy of Claremont Resort & Spa.

Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA, One Militia Drive, Suite 4, Lexington, MA 02421 or via e-mail to cjefferson@itsma.com.

You may cancel your enrollment without penalty up to ten business days before the start of the event. A $350 administration fee will be imposed for cancellations received after this date. Nonattendance without cancellation will incur the full event fee. Substitutions approved by ITSMA are permitted up to the start of the course.

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 a credit toward another offering.

Please note: ITSMA reserves the right to make changes or substitutions to this event.

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.