Co-branded Workshop - Building Professional Services: Implementing A Services Strategy

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[Registration Information]

This workshop is co-sponsored and hosted by Fisher College of Business, Ohio State University

Building Professional Services:
Implementing A Services Strategy

Columbus, OH
February 12, 2004


Workshop Overview

Many product companies struggle when they attempt to develop and deliver new services that move beyond their traditional break/fix business. Building a successful professional services business is particularly appealing in today’s market, but particularly difficult.

This workshop provides an intensive, hands-on program on the strategies and tactics necessary to incubate and grow a professional services business at a product-centric company. Bringing together senior executives from a range of hardware, software, and networking firms, the workshop will highlight the latest industry research, practical models and tools, and best practice examples that can provide an immediate boost to each participant’s services business.

The program will focus equally on the challenges of generating demand for professional services and fulfilling that demand with high quality delivery.

The workshop is designed especially for senior executives from IT product companies charged with designing, developing, managing, marketing, and selling professional services.

Building Professional Services is part of the Fisher College Executive Education Series. For more information on Fisher College and its Executive Education Program, visit http://fisher.osu.edu/index.html.


Workshop Benefits	[TOP OF PAGE]

Practical, Action-oriented Content: Workshop participants will leave the program with a wealth of data, analysis, frameworks, tools, and examples that can be put to use immediately to build and grow professional services in product-centric companies.

Executive Collaboration: Participants will share experiences and ideas with peer executives from leading hardware, software, and networking companies across the industry.

Academic Insight: Participants will further benefit from the latest research and thinking from senior academic researchers and business advisors on how best to address the complexities of the professional services challenge.


Workshop Leaders	[TOP OF PAGE]

Dr. David Greenberger: Chair of the Department of Management and Human Resources and Academic Director of Computing at the Fisher College of Business at Ohio State University. David has published extensively in journals and books on such topics as leadership, contingent workers, mentoring, and motivation. His most recent book, Human Resource Management in Virtual Organizations, was published in October 2002.

Mr. Thomas E. Lah: Management consultant and lead author of the book Building Professional Services: The Sirens’ Song. Thomas has held many roles in both IT and consulting over the past 16 years. He holds an MBA from the Fisher College of Business at Ohio State University.

Mr. Stephen Hurley: Vice President of Learning & Performance Excellence at ITSMA. As head of all training and consulting activities at ITSMA, Steve has helped numerous companies build and grow their professional services businesses. Prior to joining ITSMA, Steve served as a business practice leader with the consulting firm Arthur D. Little well as Director of Executive Education for the Arthur D. Little School of Management.


Agenda	[TOP OF PAGE]


Wednesday, February 11, 2004
7:00–9:00pm	Attendee Dinner Introductory meeting and informal dialogue with executive participants and workshop leaders

Thursday, February 12, 2004
	INTRODUCTION
8:00am	Strategy, Structure, Culture Review of the core issues that services executives must address right now to be successful
	DEMAND GENERATION
8:30am	Markets, Offerings, Channels Overarching framework for discussing demand generation activities
8:45am	Understanding Your Markets Technology solutions: the customer’s turn to speak
9:30am	Break
9:45am	Offer Management The service development life cycle, effective service positioning, and pricing strategies
10:45am	Break
11:00am	Channel Management Assessing and developing sales channels for new service capabilities
12:00pm	Lunch
	DEMAND FULLFILLMENT
1:00pm	Competency Confusion Where companies are deficient in sourcing their PS organization
1:30pm	Resource Management Best practices in utilizing and developing critical human resources
2:00pm	Break
2:15pm	IP Management Examples and procedures to better manage critical intellectual property
2:45pm	Financial Management What processes and tools are most effective in tracking the true value of PS activities?
3:15pm	Structural Priorities What processes and tools are most critical to the success of the service organization?
	LEADING CHANGE
4:00pm	Educational Needs Survey Report from Ohio State MBA students currently surveying service managers on educational needs.
4:20pm	Leading Change Open discussion on techniques and tactics to drive company culture from product-centric to service-centric.
5:00pm	Reception


Registration	[TOP OF PAGE]


Event Date:	February 12, 2004
Registration Fee:	$2,500
	Fee includes: Workshop participation, materials, February 11 dinner and lodging, and February 12 breakfast, lunch, and post-workshop reception.
	This workshop is designed for senior executives from product companies.
Event Location:	Fisher College of Business The Ohio State University 2100 Neil Avenue Columbus, OH 43210-1144
Accommodations:	At Fisher College of Business

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.

Phone: 1-888-ITSMA92 (Outside the U.S. +1-781-862-8500)