Conference Overview

Possibility pulses through marketing in a way it never has before. As the tech industry matures in a post-bust world and hunts for its next wave of growth, the locus of innovation is shifting toward the marketing department. Indeed, marketing leaders are on the verge of three dramatic transformations.

Putting the Customer Front and Center

First is marketing's role in changing corporate culture from product-out to customer-in. Marketing's job today is to immerse itself in customer needs so that it can use customer input and insight to guide the research and development process.

Taking a Seat at the Table

Second is marketing's elevated role in the business. Historically relegated to the supporting cast, tech marketers in the enterprise are stepping up to provide guidance around corporate strategy, partnership alliances, and M&A, as well as shaping the company's overall agenda regarding investors, employees, and customers.

Entering the Community-Based Marketing Era

Third is the transformation of marketing communications from one-way broadcasting about features and functions to interactive dialogue about business solutions. For marketers, this means abandoning the command-and-control mentality and tapping new communication channels that let customers speak for themselves.

Marketing on the Verge provides an opportunity to network with senior services and solutions executives, industry thought leaders, and seasoned marketing practitioners all invested in exploring the new possibilities for marketing success.

For the specific topics we'll explore at the conference, please see the agenda below.

Power Networking	[TOP OF PAGE]

Join the ITSMA EventConnect Community. After registering for Marketing on the Verge, you can connect with other attendees in advance of the conference thanks to a powerful networking tool called ITSMA EventConnect. This online service is especially useful for scheduling meetings with people you don't want to miss at the conference in November.

How It Works.
When you register for the conference, you will be added to ITSMA EventConnect, and you will receive an email to setup your complimentary account.

In order to get the most out of Marketing on the Verge, complete your profile to match, search, connect, share, converse, and schedule meetings with others.

ITSMA EventConnect: http://ITSMA2005.leveragesoftware.com

Give it a try. You might just make the connection of a lifetime!

Featured Speakers	[TOP OF PAGE]

• Lisa Arthur, CMO, Akamai Technologies
• Charles Born, Vice President, Global Marketing, Amdocs
• Ed Brill, Business Unit Executive, Worldwide Notes/Domino Sales, IBM; blog publisher, EdBrill.com
• Brenda Crawford, Director, AT&T Marketing Positioning, AT&T
• Brian Fugere, Partner and former Chief Marketing Officer, Deloitte Consulting; co-author, Why Business People Speak Like Idiots
• Carole Gum, Senior Director, Corporate Marketing, Mercury
• Sami Hero, Vice President, CMO Operations, SAP
• Julie McCan, Director, Services Marketing, Avaya
• Melissa McCaslin, Senior Manager, Health Services Marketing, BearingPoint
• Philip Oliver, Acting Group Marketing Director, Fujitsu Services; Vice President, ITSMA
• Jessie Paul, Chief Marketing Officer, Wipro Technologies
• Gail Rigler, Vice President, Global Marketing, EDS Corporation
• Julie Schwartz, Senior Vice President & Chief Research Officer, ITSMA
• Kathy Sulgit, Senior Manager, Event Marketing, Cisco Systems
• Karen Walker, Vice President, HP Services Marketing
• Larry Weber, Founder & Chairman, W2Group; Founder, Weber Shandwick Worldwide
• And many more

Marketing on the Verge will also feature the presentation of ITSMA's Annual Marketing Excellence Awards.

Pre-Conference Workshops (November 7, 2005)	[TOP OF PAGE]

Start the learning early! Experts from ITSMA and MediaLive International will lead two half-day workshops on Monday, November 7.

Mining Markets of One: Growing Your Business with Account-Based Marketing (1:00 - 5:00 pm)

Dive into the specific information, resources, and commitment you'll need to ensure that your account-based marketing program leads to new business and stronger relationships with key accounts. More Info

Invigorating Live Marketing: New Approaches to Connecting with Communities (1:00 - 5:00 pm)

Join representatives from Avaya, Cisco, and Wingate Studios to learn how to get the biggest bang for your buck at public conferences and trade shows, user groups and internal events, and smaller events such as seminars. More Info

Who Should Attend	[TOP OF PAGE]

The conference is designed especially for marketing leaders responsible for developing, managing, marketing, and selling technology-related services and solutions.

Anyone involved with the following activities will gain inspiration and insight:

Most of all, the conference is designed for marketers with an open mind and a drive to succeed in the collaborative future.

*Please note: Group discounts are available. Contact ITSMA for details.

Welcome Reception (November 7, 2005)	[TOP OF PAGE]

Eat, drink, and be merry. Sponsored by MediaLive, the Welcome Reception will be held on Monday evening, November 7, from 5:00-7:00 pm.

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 elegant setting of The Charles Hotel. All conference participants are invited to register, pick up conference materials, and enjoy a casual networking activity to socialize and meet other attendees.

2005 Marketing Excellence Awards	[TOP OF PAGE]

ITSMA will present the winners of the Eighth Annual ITSMA Marketing Excellence Awards at a special awards dinner on Tuesday evening,
November 8. Award categories for 2005 include:

• Launching New Solutions
• Generating New Demand
• Increasing Sales Effectiveness
• Improving the Customer Experience
• Strengthening Brand Differentiation
• Enhancing Marketing Leadership

Conference Sponsors	[TOP OF PAGE]

CMO Magazine	MediaLive International	Rainmaker Systems

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	November 7-9, 2005
Member price:	$1995   + workshop $595 (optional) = $2590
Non-member price:	$2495   + workshop $795 (optional) = $3290
	Fees include conference materials, continental breakfasts, lunches, refreshments, and special event meals.
Event Location:	The Charles Hotel One Bennett Street Cambridge, MA 02138
	Phone: +1-617-864-1200    Toll free: 800-882-1818 Fax: +1-617-864-5715 URL: www.charleshotel.com
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.
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 $249 per night (Single/Double), available until October 21, 2005. For other area hotels, please contact the concierge at The Charles Hotel.
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.

Cancellation and Refund Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA, 420 Bedford Street, Suite 110, Lexington, MA 02420 or via email to cjefferson@itsma.com. Nonattendance without written cancellation prior to the event will incur the full event fee. No refunds will be made for cancellations received less than 15 days before the event.

You may cancel your enrollment up to 30 days before the start of the event and receive a full refund or apply the full fee toward a future event. Cancellations received less than 30 days before the event are subject to a $250 cancellation fee. You may request a refund of the remaining balance or apply it toward a future 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.

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.