Driving Value: Marketing's Advancing Role

Today, as marketing increasingly focuses on more strategic activities such as market development, portfolio management, and relationship growth, a new role is emerging—one that will usher in a new era of business innovation and marketing-driven results.

Join us at ITSMA's 12th Annual Marketing Conference, to explore:

1. Marketing's role in driving innovation to the marketplace. Clayton M. Christensen, Harvard Business School professor and author of The Innovator’s Dilemma (1997), The Innovator's Solution (2003), and Seeing What’s Next (2004), will deliver the keynote speech, focusing on:

• What large technology companies must do to achieve their next wave of growth
• Marketing's essential role in fostering an entrepreneurial culture
• When not to listen to your best customers

Read ITSMA’s recent interview with Clay for a taste of his keynote.

2. Marketing's role in leading corporate transformation. In a rapidly-changing industry, marketing executives face both a challenge and an exciting opportunity to create a clear, compelling vision of where the enterprise should go and how it’s going to get there.

3. Marketing's role in collaborating with the company's key constituencies. Marketing is rising to the challenge of uniting company stakeholders by bringing new types of value and support to groups including:

• Sales
• Delivery Staff
• Influencers
• Partners
• Customers and Prospects

Honoring Marketing Excellence
ITSMA's 2006 Marketing Conference will highlight some of the industry's most successful marketing programs by honoring the winners of the 2006 Marketing Excellence Awards and featuring special presentations and discussions with leaders of these innovative programs.

Featured Speakers Include:

• Keynote Speaker: Clayton Christensen, Professor of Business Administration, Harvard Business School; author of The Innovator’s Dilemma, The Innovator's Solution, and Seeing What’s Next
• Robert Baginski, Senior Vice President, Global Marketing & Communications, Satyam
• Donald Friedman, Executive Vice President & Chief Marketing Officer, CA
• Mary Garrett, Vice President, Marketing, IBM Global Technology Services
• David Munn, President & CEO, ITSMA
• Deborah Nelson, Senior Vice President, Marketing & Alliances, TSG, Hewlett-Packard
• Susan Soares, Vice President, Marketing Operations, AT&T
• David Tryder, Interactive & Relationship Marketing, Dunkin' Donuts

At the Conference

ITSMA’s Annual Marketing Conference will bring together marketing leaders from the front lines of IT services and solutions to:

• Talk with innovation expert Clay Christensen about what marketing can do to shepherd the firm to a new wave of growth
• Learn from case study presentations about how to integrate and coordinate programs that drive value to the business
• Ask senior marketers at companies like yours your most critical questions about how to improve profitability and accelerate growth
• Discuss new research on best practices in measuring value delivered to customers
• Honor and hear from the winners of ITSMA's 2006 Marketing Excellence Awards

Network with Peers

The conference will provide an opportunity to network with senior services and solutions executives, industry thought leaders, and seasoned marketing practitioners who are focused on building the business and providing maximum value to everyone involved.

"Great for networking and learning about new best practices. I wish the conference had been longer!"

—Beth Zonis, Marketing Manager, IBM Global Services

Podcasts from Last Year's Conference

To hear from the speakers at last year’s conference, check out our podcast series, Marketing on the Verge

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 who are dedicated to driving value for their organizations.

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

Welcome Reception (November 14, 5:00-7:00 pm)	[TOP OF PAGE]

Eat, drink, and be merry.

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.

2006 Marketing Excellence Awards	[TOP OF PAGE]

ITSMA will present the winners of the Ninth Annual ITSMA Marketing Excellence Awards at a special awards dinner on Wednesday evening, November 15. Award categories for 2006 include:

• Launching New Solutions
• Sharpening Competitive Differentiation
• Generating Demand through Micro- and Account-Based Marketing
• Increasing Sales Effectiveness
• Strengthening Customer Relationships

The conference will also include breakout sessions with leaders from the award winning programs on Thursday, November 16.

Conference Sponsors	[TOP OF PAGE]

Host Sponsor:	Sponsors:

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	November 15-16, 2006
Member price:	$1995
Non-member price:	$2495
	*Contact ITSMA for details about special discounts for three or more participants from your organization.
	Fees include conference materials, continental breakfasts, lunches, refreshments, and special event meals.
	Note: Group discounts are available. Contact ITSMA for details.
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 24, 2006. 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.