Growing Your Solutions Business: Developing, Marketing, and Selling Integrated Solutions



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. Each participant will also be able to compare their company’s solutions capabilities against ITSMA’s database of nearly 50 high technology companies that have already taken the assessment.

“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.



Agenda	[TOP OF PAGE]


Tuesday, June 7
7:30 am	Registration & Breakfast
8:00	Welcome & Introductions
	Understanding the Solutions Challenge
	The Solutions Roadmap
	Break
	Issue 1: Culture & Behavior Case Study: Beginning the Journey
	Issue 2: Organizational Challenges Case Study: Getting From Here to There
12:15 pm	Lunch
1:15	A Buyer's Perspective on Solutions
	Issue 3: Solutions Marketing
	Break
	Issue 4: Supporting Solutions Sales
	Introduction to Website Analysis
5:30-7:00	Reception

Wednesday, June 8
7:30 am	Breakfast
8:00	Welcome & Recap
	Website Analysis
	Issue 5: Offering Development—Part 1 Case Study: Creating Repeatable Offerings
	Break
	Issue 5: Offering Development—Part 2
12:00 pm	Lunch
1:00	Peer Sharing Best Practices
	Issue 6: Measuring Solutions
	Wrap-up and Action Planning
3:30	Class Adjourns



Fees and Registration Information	[TOP OF PAGE]

Event Date:	June 7-8, 2005
Member price:	$2,195 (includes accommodations)
Non-member price:	$2,595 (includes accommodations)
	Workshop fee includes tuition, course materials, all meals and refreshments, as well as accommodation* at the Babson Executive Conference Center .
Group Discounts:	Maximize workshop impact by registering with co-workers. We offer 5% discount for a minimum of three attendees and 10% discount for five or more participants. Call us for information on how to register.
	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:	Babson Executive Conference Center Wellesley, MA
*Accommodations:	ITSMA will reserve a room for you, arriving June 6 (check in 4 pm), departing June 8 (check out 12:30 pm), at the Babson Executive Conference Center unless you specify otherwise while registering. If you will not need accommodations at Babson, ITSMA will deduct $400 from the event fee.
	Find out more about Babson's Executive Conference Center

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.