Overview

The top challenge for marketing executives in the technology arena this year is finding new sources of profitable growth amid an industry promising minimal expansion. Simply put, marketing's new reality is industry maturity.

Absent the siren song of technical revolution, hard-nosed business value is the order of the day.

In this environment, marketing leaders are faced with the same classic questions of their counterparts from more mature industries. Which are the most promising segments to target? How can we keep and grow our existing customers? What new offers might carve out a few more points of market share?

ITSMA's Chief Marketers' Conference provides a unique opportunity for senior marketing and business executives from technology, networking, and professional services organizations to explore the latest thinking from industry leaders and peers. The highly-interactive conference will address such critical strategic issues as:

• Changing customer perceptions of the value of technology
• Building brand differentiation in a me-too marketplace
• Leveraging partners to generate new business and deliver value in target markets
• Sharpening communications to break through the noise
• Mining new opportunities to build business with existing accounts

Featured Speakers Include

Ford Harding, Founder and President, Harding & Company; author of Cross-Selling Success (2002), Creating Rainmakers (1998), and Rain Making (1994)

Thomas Davenport, Partner and Director, Accenture Institute of Strategic Change; President's Chair in Management and Information Technology, Babson College; co-author of The Attention Economy (2001) and What's the Big Idea (forthcoming, 2003)

Larry Weber, Founder, Weber Shandwick Worldwide; author of The Provocateur (2002)

Philip Juliano, Vice President, Worldwide Linux Marketing, IBM; former Vice President, Marketing and head of brand initiatives for IBM Global Services

Lesley Pool, Senior Vice President and Chief Marketing Officer, ACS

Jeff Pulver, Vice President, Marketing, Siebel Systems

Hilary Bruggen, President, Strelmark; former Managing Director, Marketing Communications Practice, Qorvis Communications; former Director of International Marketing, KPMG

Joe Vales, Senior Partner, Vales Consulting Group; former Global Managing Director, Marketing, PwC Business Process Outsourcing

Kavin Moody, Executive Director, Center for Information Management Studies, Babson College

James MacDonald, Chief Information Officer, FMR Co. Systems, Fidelity Investments

Armand Morin, Chief Information Officer, Private Healthcare Systems

Peg Nicholson, Senior Vice President & Chief Information Officer, Acushnet

Dave Munn, President and CEO, ITSMA

Julie Schwartz, Vice President, Research, ITSMA

Who Should Attend
ITSMA's Chief Marketers' Conference is designed specifically for marketing and business directors, vice presidents, and CXOs from technology, networking, and IT professional services organizations. Seating is limited and ITSMA will review all registrants to ensure that the program focuses entirely on peer networking and dialogue among senior executives.

Event Sponsored by

	Rainmaker Systems is a leading outsource provider of sales and marketing programs for service contracts. Rainmaker's cost-effective programs generate service revenues and promote customer retention for its clients. Core services include professional telesales, direct marketing and hosted ecommerce. Additional services include customer database enhancement, CRM technology integration and order management. These services are available individually or as an integrated solution. For more information, visit www.rmkr.com.

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Agenda

Tuesday, May 13, 2003
6:00 pm	Welcome Reception and Pre-registration
Wednesday, May 14, 2003
7:30 am	Registration & Continental Breakfast
8:15	Welcome and Opening Remarks: Marketing Priorities in a Maturing Industry Dave Munn, President & CEO, ITSMA
8:45	Once More with Feeling: New Directions in Valuing Technology Thomas Davenport, Partner and Director, Accenture Institute of Strategic Change
10:00	Refreshments & Networking Break
10:30	Sustaining Brand Differentiation: The Role of Culture Lesley Pool, Chief Marketing Officer, ACS
11:15	From Software to Solutions: Proving the Business Value of Integrated Solutions Jeff Pulver, Vice President, Marketing, Siebel Systems
12:00 pm	Networking Lunch
1:30	Cross-Selling and Up-Selling: Generating Growth with Existing Customers Ford Harding
2:45	Refreshment & Networking Break
3:15	Building a Partner Ecosystem to Extend Your Brand Philip Juliano, Vice President, Worldwide Linux Marketing, IBM Software Group
4:00	Creative Communications for Uncertain Times Hilary Bruggen, President, Strelmark
4:45	Closing Remarks Dave Munn, President & CEO, ITSMA
7:00	Cocktail Reception & Networking Dinner
Thursday, 15 May 2003
7:00 am	Continental Breakfast
8:15	Day Two Welcome and Program Review Steve Hurley, Vice President, Member Engagement, ITSMA
8:30	Reading the Tea Leaves: Customer Priorities in Today's Market Julie Schwartz, Vice President, Research, ITSMA
9:00	"Let's Talk About My IT Agenda"
	Panel Discussion
	Kavin Moody, Executive Director, Center for Information Management Studies, Babson College
	James MacDonald, Chief Information Officer, FMR Co. Systems, Fidelity Investments
	Armand Morin, Chief Information Officer, Private Healthcare Systems
	Peg Nicholson, Senior Vice President & Chief Information Officer, Acushnet
10:15	Refreshments and Networking Break
10:45	Marketing's Greatest Challenge: Leading the Company Through the Coming Transformation Joe Vales, Senior Partner, Vales Consulting Group
11:30	The Morphing of Marketing: PR, Marketing, and the Next Reality Larry Weber, Founder, Weber Shandwick Worldwide
12:15 pm	Conference Wrap-up Dave Munn, President & CEO, ITSMA
	Please note: ITSMA reserves the right to make changes or substitutions to this event.

Welcome Reception & Pre-Registration
ITMSA will host a welcome reception held on Tuesday, May 13, from 6:00-7:30 pm. Stop by to register early and pick up your conference materials. This casual reception will be a great way to socialize and meet other attendees.

Cocktail Reception & Networking Dinner
Join your peers on Wednesday evening, May 14, from 7:00-9:00 pm for a cocktail reception and networking dinner at the hotel. The reception and dinner are great opportunities to dig deeper into the day's discussion, network and build relationships with peers, and savor the renowned cuisine of The Charles Hotel, one of Boston's finest dining experiences.

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Location Information
Event Date:	May 14-15, 2003
Member price:	$ 2,295
Non-member price:	$ 2,795
Event Location:	The Charles Hotel One Bennett St. Cambridge, MA 02138
	Phone: +1-617-864-1200    Toll free: 800-882-1818 Fax: +1-617-864-5715 URL: www.thecharleshotel.com
Room Rates:	Please contact the hotel directly for room reservations. Indicate that you are attending ITSMA's Chief Marketers' Conference to receive the special rate of $200 single/double occupancy, available until April 28, 2003. The rate is available 3 days pre- and post-event. For other area hotels, please contact the concierge at The Charles Hotel.
Accommodations:	Hotel accommodations are the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-served basis at The Charles Hotel. We encourage making arrangements as soon as possible to ensure room availability.
Hotel Information:	Known as Boston's most original luxury hotel, The Charles Hotel is Simple, Stylish, and Smart. Located in Harvard Square, Cambridge, the heart of the nation's intellectual and cultural center, The Charles offers unobtrusive service, award-winning restaurants and contemporary décor in a historic yet energetic setting. Blending tradition, education, and international diversity, Harvard Square's dynamic offerings are just outside the hotel's front door. World-class performances at The American Repertory Theatre, Harvard's prestigious collection of museums, the best in ethnic dining and erudite cafes, and unique shops all contribute to the area's legendary appeal.
	The Charles Hotel is host for the 18th Annual Regattabar Jazz Festival which runs through May 24 at the hotel's award-winning jazz club - the Regattabar.
	Read a review of The Charles.

Dress code is business casual

Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA Events, 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 $250 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 event.

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.