Mastering Solutions
ITSMA’s 2005 Marketing Leadership Forum

May 4-5, 2005
The Fairmont San Francisco
San Francisco, CA

Overview

The move to solutions across the technology industry is undeniable. As customers demand stronger proof of business value with every technology investment, IT providers are working overtime to integrate products, services, and business process knowledge in a more compelling approach to the market.

Mastering solutions, however, requires a substantial reorientation of traditional ways of doing business. Most important, companies need to shift to an outside-in approach to developing, promoting, selling, and delivering their offers. Marketing leaders, in particular, need to step to the forefront in defining new opportunities, connecting with customers and partners, and building a solutions culture.

ITSMA's first annual Marketing Leadership Forum will bring together top marketing executives from IBM, HP, Lucent, and a wide range of other technology, networking, and professional services companies to explore the requirements for marketing-led success in the emerging world of solutions.

Conference topics include:

• Developing New Solutions: Working across organizational lines and with partners to develop compelling solutions
• Generating Solutions Demand: Organizing campaigns to build awareness and interest with the right potential clients
• Enabling Solutions Sales: Aligning marketing and sales around the right sales models, skills, tools, and compensation
• Measuring Solutions Success: Tracking solutions revenue and reorienting metrics to solutions
• Managing Change: Working across the organization and building a solutions culture
• Where to From Here: Next Steps in solutions research and action

Serving the customer is a bit more complicated than it used to be.

Featured Speakers	[TOP OF PAGE]

• John Giere, Chief Marketing Officer, Lucent Technologies
• Joann Duguid, Vice President, Solutions and Sector Marketing, IBM
• Robert Blakey, Partner, Communications and High Tech Practice, Accenture
• Volkhard Bregulla, Vice President, Solutions Marketing, Hewlett-Packard
• Paul Dunay, Director, Global Field Marketing, BearingPoint
• Terri Holbrooke, Senior Vice President, Wingate Studios, a division of MediaLive International
• Rachelle Spero, Vice President, Digital Influence Group
• Ralph Welborn, Managing Partner and Vice President, Business Transformation Team, Unisys
• Michael Gauthier, President, e-tractions
• Nikki Fisher, President, The Fisher Group & Senior Advisor, ITSMA
• Dave Munn, President and CEO, ITSMA
• Steve Hurley, Vice President, Learning and Performance Excellence, ITSMA

Benefits of Participation	[TOP OF PAGE]

ITSMA events bring together the best and the brightest services and solutions marketers. Participants in the 2005 Marketing Leadership Forum will be able to:

• Share challenges and learning with peers from the top technology, networking, and professional services firms in the world

• Review best practice examples from participating companies and ITSMA's latest solutions research

• Analyze the state of the industry and their own company’s position on ITSMA’s Solutions Roadmap, a vital assessment tool that numerous companies are using to evaluate their movement toward solutions mastery

• Explore the value of ITSMA’s Solutions Council, a leadership community for executives charged with accelerating their companies’ solutions transition

Who Should Attend	[TOP OF PAGE]

This Marketing Leadership Forum is designed specifically for marketing and other business executives (e.g., strategy, sales, business management, and delivery) responsible for growing the solutions business.

ITSMA reserves the right to limit participation to director-level and above.

Forum Agenda	[TOP OF PAGE]

Wednesday, May 4, 2005
12:00 pm	Registration
12:30	Opening Lunch (Optional)
1:30	Setting the Stage: Participant Priorities Steve Hurley, Vice President, Learning & Performance Excellence, ITSMA
2:00	The Solutions Imperative Dave Munn, President & CEO, ITSMA
2:30	Developing New Solutions: Collaborating Across the Organization John Giere, CMO, Lucent Technologies
3:15	Refreshments and Networking Break
3:45	Launching New Offers: Creating Integrated Campaigns Joann Duguid, Vice President, Solutions & Sector Marketing, IBM
4:30	Strategic Collaboration… In the Context of Everything Else Ralph Welborn, Managing Partner and Vice President, Business Transformation Team, Unisys
5:15	Closing Remarks
7:00	Reception & Dinner
Thursday, May 5, 2005
8:00 am	Continental Breakfast
8:30	Roundtable Review Dave Munn, President & CEO, ITSMA
9:00	Enabling Solutions Sales Robert Blakey, Partner, Communications and High Tech Practice, Accenture
9:45	Networking Break
10:15	Communicating Solutions: Best Practices in Connecting with Clients Breakout Groups
	Breakout A: Rethinking Live Events Terri Holbrooke, Senior Vice President, Wingate Studios, a division of MediaLive International
	Breakout B: Integrated Marketing Services Program: 7 Critical Success Factors Michael Gauthier, President, e-tractions Paul Dunay, Director, Global Field Marketing, BearingPoint
	Breakout C: Connecting with the New Spheres of Influence Rachelle Spero, Vice President, Digital Influence Group
11:15	Panel Discussion: Communicating Solutions Highlights from Breakout Groups
12:00 pm	Lunch
1:15	Meeting the Metrics Challenge: Measuring Solutions Success Steve Hurley, Vice President, Learning & Performance Excellence, ITSMA Nikki Fisher, President, The Fisher Group & Senior Advisor, ITSMA
2:00	Transforming the Organization: Managing Solutions Change Volkhard Bregulla, Vice President, Solutions Marketing, Hewlett-Packard Company
2:45	Refreshments and Networking Break
3:15	Next Steps & Closing Remarks
3:45	Forum Ends
	Please note: ITSMA reserves the right to make changes or substitutions to this event.

Speakers	[TOP OF PAGE]

John Giere, Chief Marketing Officer, Lucent Technologies

John Giere is responsible for media relations, employee communications, and driving the development of the global Lucent brand, marketing strategy, and inbound/outbound marketing initiatives across the company's wireless, wireline, and services businesses. Prior to joining Lucent in December 2003, Mr. Giere spent seven years at LM Ericsson. He currently serves on the Telecommunications Industry Association Executive Board and is a member of the U.S. State Department Committee on International Communications and Information Policy. Mr. Giere earned a Bachelor’s degree from Georgetown University and a Master’s degree in Business Administration from the University of Maryland.

Joann Duguid, Vice President, Solutions and Sector Marketing, IBM

Joann Duguid is responsible for end-to-end solutions marketing for IBM in the Americas, including the integration of hardware, software, services, and consulting brands to deliver a single program view. An industry veteran, Ms. Duguid has held various leadership positions in sales, product development, and marketing since 1984. Most recently, she served as vice president, systems group small and medium business at IBM, where she put together the strategy and plans to package, price, develop, and market eServers and Total Storage to the SMB marketplace. Ms. Duguid earned her Bachelor’s degree at Rutgers University.

Robert Blakey, Partner, Communications and High Tech Practice, Accenture

Robert Blakey is the global lead for Accenture’s sales domain within the communications and high technology industries, and is responsible for the company’s overall CRM practice for electronics and high tech. Since joining Accenture in 1984, Mr. Blakey has led sales transformation projects across a large number of Fortune 500 companies in the networking, software, hardware, and telecommunications segments; he also helped found Accenture’s Customer Relationship Management practice in 1993. He earned a Bachelor’s of Science degree at the University of the Pacific’s Eberhardt School of Business.

Volkhard Bregulla, Vice President, Solutions Marketing, Hewlett-Packard

Volkhard Bregulla manages solutions marketing for HP’s Technology Solutions Group. In this role, he leads a global team that develops and positions cross-industry IT solutions that combine the strengths of HP’s hardware, software, services, and partners for HP’s enterprise and public sector customers. Since joining HP in 1985, Mr. Volkhard has held a series of executive management positions that have given him experience in creating, managing, and selling vertical solutions. He earned a Bachelor’s degree in Electrical Engineering at Fachhochschule Nuremberg and a Master’s degree in Finance and Quantitative methods at Heriot-Watt University in Edinburgh, Scotland.

Paul Dunay, Director, Global Field Marketing, BearingPoint

Paul Dunay is a director with 20 years of marketing strategy experience in delivering positive revenue growth and margin impact. He has a unique approach of using fully integrated campaigns that promote thought leadership and leverage the Web to deliver cost-effective and profitable results. Mr. Dunay is currently responsible for leading the Global Financial Services Marketing team for BearingPoint.

Terri Holbrooke, Senior Vice President, Wingate Studios, a division of MediaLive International

As Managing Director of the Wingate Studios division of MediaLive International Inc., Terri Holbrooke leads all efforts to provide live marketing software and professional services that connect event marketing to the bottom line. Ms. Holbrooke has held leadership positions within technology companies for more than 18 years, helping identify tools and resources to strategically optimize their businesses and enter global markets. Prior to joining MediaLive, Ms. Holbrooke served as chief operating officer of RealNames, president of corporate operations at Ziff Davis, and chief marketing officer at Novell.

Rachelle Spero, Vice President, Digital Influence Group

Rachelle Spero is the Vice President of Digital Influence Group where she is responsible for consulting clients on the best strategies for architecting ideas into effective online constituency management campaigns. She has 15 years of significant interactive marketing and public relations experience from working with clients such as Bayer Diagnostics, Genzyme, Akamai, HP/Compaq, IBM/Lotus, Lucent, EMC, Motorola, Fidelity, J. Crew, Gap, Sony, and Saab. Prior to joining Digital Influence Group, Rachelle held business development, marketing, and public relations positions at Cramer, Planet Interactive, and The Weber Group.

Ralph Welborn, Managing Partner and Vice President, Business Transformation Team, Unisys

Ralph Welborn is responsible for thought leadership and Business Transformation at Unisys, in addition to the rollout of the company’s 3D-VE and Business Blueprinting capabilities. Prior to joining Unisys, Mr. Welborn served as Senior Vice President of Global Solutions at BearingPoint, where he concentrated on global solution development and deployment. An in-demand speaker on such topics as strategic collaboration and organizational agility, innovation strategies, and disruptive market trends and scenarios, he also co-authored the book, The Jericho Principle: How Companies use Strategic Collaboration to Find New Sources of Value. Mr. Welborn holds a Ph.D. in the Philosophy of Science from the University Professors Program, Boston University.

Michael Gauthier, President and CEO, e-tractions

Michael Gauthier is president and CEO of e-tractions, an Internet marketing campaign company. Previously, he served as president and CEO of MGA Software, a software and services company providing simulation technology to the pharmaceutical, automotive, aerospace, and chemical industries, and, prior to that, he was VP of technology and operations for ARTIS, Ltd., a satellite network provider. Before joining ARTIS, Mr. Gauthier was a Principal at Mercer Management Consulting, where he led the strategic technology practice. Mr. Gauthier holds a Bachelor’s degree in Mathematics and Physics from Connecticut College, and a Master’s degree in Management from the Sloan School at MIT.

Nikki Fisher, President, The Fisher Group & Senior Advisor, ITSMA

Since joining The Fisher Group in 2000, Nikki Fisher has worked on a variety of marketing and sales projects, including leading a nine-month engagement to transform a market-leading information services provider from a product to a solution focus. For ITSMA, she developed, and co-teaches, ITSMA’s popular two-day workshop on “Growing Your Solutions Business.” Previously, Ms. Fisher held a variety of senior-level marketing positions at MCI, Sprint, and Sapient. She earned a Bachelor’s degree in English from the University of Missouri.

Dave Munn, President and CEO, ITSMA

Dave Munn oversees all day-to-day strategy, new offering development, partnerships, and international operations for ITSMA, which he joined in 1995 after holding senior-level field positions with Oracle Corporation and Apple Computer. Before attending business school, Mr. Munn was a senior analyst with The Ledgeway Group (now known as Gartner’s Dataquest Worldwide Services Group) where he conducted research on a variety of service topics and authored Ledgeway’s first “Service Trends and Forecast” study. Mr. Munn earned a Bachelor’s degree in Economics from Denison University and an M.B.A. from Northwestern University’s Kellogg School.

Steve Hurley, Vice President, Member Engagement, ITSMA

Steve Hurley is responsible for all of ITSMA’s consulting and training activities, developing and managing programs with member companies to improve results on a wide range of marketing and sales challenges. Prior to joining ITSMA, Mr. Hurley held a variety of senior-level positions at Arthur D. Little, Inc. (ADL), a global management consulting company. He earned a Bachelor of Science degree in Economics and Math at the University of Windsor in Windsor, Ontario, and a Master of Science in Management from the Arthur D. Little School of Management.

Fees and Registration Information	[TOP OF PAGE]

Event Date:	May 4-5, 2005
Member price:	$1,995
Non-member price:	$2,495
	Please note: If payment is not received by the start of the event, a credit card or other form of payment will be required for admittance.
Event Location:	The Fairmont San Francisco 950 Mason Street San Francisco, CA 94108
	Phone: +1-415-772-5000        Fax: +1-415-772-5013
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 Fairmont San Francisco. We encourage making arrangements as soon as possible to ensure room availability.
Phone Reservations:	1-800-441-1414
Online Reservations:	Go to the Fairmont San Francisco Select Arrival & Departure Dates Promotional Code: GRITS1
Room Rates:	Please contact the hotel directly for room reservations. Indicate that you are attending ITSMA's Marketing Leadership Forum to receive the special rate of $235 single/double occupancy, available until April 15, 2005. The rate is available 3 days pre- and post-event. For other area hotels, please contact the concierge at The Fairmont San Francisco.
Venue Information:	Central to the Financial District, Union Square and Fisherman's Wharf, The Fairmont San Francisco is located at the only spot in San Francisco where each of the City's cable car lines meet. With a panoramic view of the City and the Bay from high atop Nob Hill, The Fairmont San Francisco holds an unmatched blend of elegance and superb service for an unforgettable stay.

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.

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 administrative charge. Cancellations received less than 15 days are subject to a cancellation fee equal to 25% of the event fee or $250, whichever is greater. Cancellation fees above the administrative charge can be applied toward a future event. Nonattendance without written cancellation prior to the event 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.

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.