Overview

Technology and professional services firms have moved aggressively over the last few years to become solutions providers. Amid the changing customer landscape, marketers are leading the charge to shift their companies' focus from discrete technology products and services to more integrated, business-oriented solutions. Yet the transition is proving to be extremely difficult. Even as customers open their wallets to buy solutions, firms are realizing that going to market as a solutions provider requires substantial strategic and organizational change.

Which solutions to develop …How to gain visibility and credibility with new offers…What types of marketing initiatives for what types of buyers…How to empower the sales force to sell solutions…

This workshop is designed to provide technology and services marketers with a hands-on immersion in seven key elements of the solutions transformation:

Far beyond a general theory of solutions, the workshop will provide participants with specific examples, models, and tools to help grow their solutions businesses right now. The workshop will focus especially on the core challenges facing marketers in designing, communicating, and selling solutions.

Solutions Roadmap Assessment
As a special benefit, all workshop participants will be able to evaluate their organization’s place on the ITSMA Solutions Roadmap, a model of how organizations transform themselves to become true solutions providers.

Who Should Attend	[TOP OF PAGE]

“Growing Your Solutions Business” is designed primarily for marketing directors and managers tasked with developing and marketing new technology-related solutions. The workshop will also provide great benefit to marketing and other executives tasked with building a solutions organization as well as services, sales support, business development, and sales leaders responsible for developing and selling solutions.

Workshop Leaders	[TOP OF PAGE]

Steve Hurley, ITSMA’s vice president of learning and performance excellence, has worked with numerous member companies to support their move to solutions. A leader in developing ITSMA’s Solutions Roadmap, Steve has also led a number of public and custom briefings and workshops on marketing and selling solutions. Read Steve’s bio.

Nikki Fisher, an ITSMA senior associate, has more than 25 years of operating experience in sales, sales management, and marketing for technology, telecom, and consulting companies, including executive positions with Sprint and MCI and serving as chief marketing officer for Sapient. As a consultant, Nikki has led numerous engagements with technology and services companies to improve marketing, sales, and business results with services and solutions.

Guest Speaker: Steve and Nikki will be joined by Volkhard Bregulla, vice president of solutions marketing for Hewlett-Packard Services, to discuss how HP is growing its solutions business.

Agenda	[TOP OF PAGE]

Tuesday, April 13 (Registration will begin at 7:30 am)
8:00 am	Breakfast
8:30	Introduction & Understanding the Solutions Challenge
9:30	The Solutions Roadmap: How Do You Get There?
10:00	Break
10:15	Issue 1: Organizational Challenges Case Study: Getting from Here to There
11:30	Issue 2: Culture & Behavior
12:00 pm	Lunch
12:45	Solutions: A Buyer's Perspective
1:30	Issue 3: Solutions Marketing - The Role of Marketing - Marketing Communications
2:45	Break
3:00	Issue 4: Offer Development
4:30	Website Analysis
5:00-7:00	Reception at Marriott
Wednesday, April 14
8:00 am	Breakfast
8:30	Review & Website Analysis
9:00	Creating a Solutions Capability Case Study: Hewlett-Packard
10:15	Break
10:30	Issue 5: Supporting Solutions Sales Case Study: Selling Solutions to United Financial Corp.
12:00 pm	Review & Wrap-up

Fees and Registration Information	[TOP OF PAGE]

Event Date:	April 13-14, 2004
Member price:	$1,695
Non-member price:	$1,995
	The fee includes tuition, workshop materials, continental breakfasts, lunches, refreshments, and a special networking reception.
	Group discounts available. Maximize workshop impact by registering at least three team members and save 10%.
	Please note: If payment is not received by the start of the workshop, a credit card or other form of payment will be required for admittance.
Event Location:	Executive Conference Center (located at the American Management Association) San Francisco Marriott Second Floor, 55 Fourth Street San Francisco, CA 94103 http://www.amanet.org/exec_conf_cntr/san_fran/sf_intro.htm
Hotel Information:	Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at the San Francisco Marriott Hotel. We encourage making arrangements as soon as possible to ensure room availability. San Francisco Marriott 55 Fourth Street San Francisco, CA 94103
Reservations:	Phone: +1-415-896-1600 or +1-800-228-9290 Fax: +1-415-442-6773 http://www.marriott.com/epp/default.asp?MarshaCode=SFODT
Room Rates:	Please indicate that you are attending ITSMA's Workshop to receive ITSMA's special rate of $142 single/double. This rate is available until April 5, 2004.

Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA, One Militia Drive, Suite 4, Lexington, MA 02421 or via email 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 course 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, however, you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.