Breakfast Briefing
Differentiation and Reputation Management:
Top Priorities for Marketing Professional Services

May 16, 2006
7:30-9:30 am CT

Hilton Dallas Lincoln Centre
Dallas, TX

Also in Vienna, VA on May 18, 2006

Overview

In a services context where delivery is everything and buyers are increasingly cynical, “me too” positioning is worthless and may even harm your reputation. And yet, staking out a differentiated position in today’s crowded marketplace has become exceedingly difficult.

Professional services marketers know that clearly articulating differentiators and getting all employees to speak with one voice in the market is critical. Most professional services firms have been proactively pursuing differentiation—albeit with mixed results. During this Briefing, ITSMA will highlight some of the more successful differentiation strategies.

But good marketers recognize that differentiation is only half the equation. J ust as important as what you are saying about your company is what others are saying about you. And while no organization can completely control what customers, analysts, the press, and other outside influencers have to say, ITSMA will show you the steps you can take to proactively shape and amplify your reputation.

Join ITSMA’s Julie Schwartz for a discussion of how to achieve professional services marketing excellence through the use of differentiation and reputation management. Julie will outline what separates the good from the mediocre, highlighting how to:

• Ensure internal alignment to support differentiation and strengthen reputation
• Identify the actions that enhance reputation, as well as the ones that hurt it
• Influence the influencers— both online and off

The briefing is complimentary for ITSMA members and $95 for nonmembers. Breakfast is included.

ITSMA Presenter	[TOP OF PAGE]

Julie Schwartz
Senior Vice President, Thought Leadership, ITSMA
jschwartz@itsma.com

Julie oversees ITSMA's thought leadership development and custom research. She has authored numerous reports and articles on technology services trends, marketing, branding, and sales topics, and is a frequent speaker at public events and client meetings.

Location and Event Information	[TOP OF PAGE]

Event Date:	May 16, 2006
Event Time:	7:30 - 9:30 am CT
Member price:	No Charge
Non-member price:	$95
More information:	Contact Carolyn Jefferson at +1-781-862-8500, ext. 21, or cjefferson@itsma.com.
Event Location:	Hilton Dallas Lincoln Centre
	5410 LBJ Freeway Dallas, TX 75240-6276
	Tel: +1-972-934 8400 Fax: +1-972-701 5244
	Website: http://www.hilton.com

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.