Solutions from the Outside In
ITSMA’s 2006 Marketing Leadership Forum

April 25-26, 2006
The Fairmont San Francisco
San Francisco, CA

Overview

Over the last few years, many technology companies have begun to develop integrated, business-value-oriented solutions to keep customers satisfied, expand market opportunities, and generate profitable growth.

This is certainly a step in the right direction, but there’s a sense in the marketplace—and sometimes even within technology companies themselves—that the move to solutions is still more marketing than reality, more buzzwords than business value.

In today’s climate of skepticism and sophistication, what can marketing do to help accelerate solutions success?

Learn from the CIO

To be successful with solutions, you need to keep pace with your customers’ demands, responding to—and even anticipating—shifts in their priorities, practices, and pain points.

At the Forum, you will hear directly from the customer through the CIO Executive Council, an organization with more than 230 member CIOs in the U.S. representing organizations with more than $1.2 Trillion in annual revenues and total IT budgets in excess of $30B.

Representatives from the CIO Executive Council will present their feedback on the buyer/seller relationship and participate in a moderated panel discussion on how to improve the relationship between buyers and sellers of technology. Some of the issues they will address include:

• How to build credibility with CIOs around your solutions
• How CIOs want to work with technology providers
• Why CIOs believe that the current model for sales and marketing needs improvement

Take an “Outside-In” Approach

At the Forum, you will not only learn what it takes to build an “outside in” understanding of all your key constituencies, you will also learn how to act on that insight to construct a solutions business that meet the needs of customers, employees, partners, and the company as a whole.

Key discussion topics include:

• Collaborating with customers—learn how to co-create winning solutions with your customers
• Influencing market influencers—learn what makes industry movers and shakers sit up and take notice
• Transforming sales—learn how to equip sales with the tools they need to sell solutions
• Managing strategic partnerships—learn how to work with outside partners to deliver a wide range of value-added solutions
• Changing corporate culture—learn how to build corporate support for solutions

Learn from Your Peers

The Forum presents a valuable opportunity to meet other senior marketers responsible for building the solutions business. Discussion sessions will be highly interactive and conducive of best practice sharing. You will have the chance to speak with and ask questions of experienced practitioners including:

• Stephanie Anderson, Vice President of Services Solutions Sales, Avaya
• Marge Breya, Senior Vice President & Chief Marketing Officer, BEA
• Michael Swenson, Director of Research, CIO Executive Council
• Marci Meaux, Vice President, Portfolio Management, Cisco Systems
• Malcolm Frank, Senior Vice President, Marketing and Strategy, Cognizant
• Lem Lasher, Vice President & Chief Innovation Officer, Computer Sciences Corporation
• Rachelle Spero, Vice President, Digital Influence Group
• Scott Anderson, Director, Enterprise Brand Communications, Hewlett-Packard Company
• Thomas Inman, Vice President, Strategy and Marketing, Information Management Solutions, IBM
• Steve Hurley, Vice President, ITSMA

For more on ITSMA’s approach to solutions, visit our special Insight section online:
http://www.itsma.com/solutions/default.htm

Sponsors	[TOP OF PAGE]

Premier Sponsor: Group Intelligence, a leader in business collaboration services for the technology market, is the premier sponsor of Solutions from the Outside In.

The company's mission is to accelerate the enterprise technology solutions market by making it easier for vendors and partners to rapidly scale their go-to-market strategies. Group Intelligence's web-based managed services include: solutionize, collaborative solution selling tools for solution partnerships, and, eCommunities for ecosystem automation. The services improve market collaboration, reach and decision-making, while delivering an order of magnitude increase in cost efficiency and sales effectiveness across the ‘solution supply chain.'

For more about Group Intelligence, please visit: http://itsma.groupintelligence.com

Media Sponsor: BtoB, the magazine for marketing strategists, is the only publication dedicated to all disciplines of business-to-business marketing. Incorporating traditional channels with the latest techniques, BtoB covers online and offline advertising, campaign management, search, direct marketing, online events and more. This approach helps more than 100,000 senior-level marketers design a winning integrated marketing strategy for their companies.

Who Should Attend	[TOP OF PAGE]

Solutions from the Outside In is designed specifically for senior marketing and other business executives (e.g., strategy, sales, business management, and delivery) involved with growing the solutions business.

Networking Reception - April 25, 2006	[TOP OF PAGE]

Eat, drink, and be merry. Sponsored by Group Intelligence, the Networking Reception will be held on Tuesday evening, April 25, from 6:00-8:00 pm.

Join us after the first day of the forum to relax and enjoy beverages and fabulous heavy hors d’oeuvre food stations. Meet with old friends and new acquaintances in the elegant setting of The Fairmont Hotel to socialize, meet other attendees, and discuss the day's sessions.

Forum Agenda	[TOP OF PAGE]

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	April 25-26, 2006
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.
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 $239 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.
Phone Reservations:	1-800-441-1414
Online Reservations:	Go to the Fairmont San Francisco Select Arrival & Departure Dates
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. 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.