Web Briefing

Account-Based Marketing:
Best Practices and Critical Success Factors

February 13, 2007
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
(Free for ITSMA members)

Registration Closed

Overview

Account-based marketing (ABM) has the power to generate dramatic improvements in competitive positioning, relationship development, and profitable revenue with your most valuable customers. Done right, it ensures that marketing and sales are fully focused on the most important business issues of the company's key accounts and are working collaboratively to ensure maximum value delivery. But without the proper focus and coordination, results will be hit-or-miss at best.

This briefing is designed to provide services and solutions marketers with an overview of best practices in ABM, with a special emphasis on:

• How to organize for ABM. What skills and resources are required? How do you allocate marketing staff across ABM accounts? How do you ensure that marketing and sales are truly working together in a sustainable way?

• How to measure ABM. What are the right metrics? How do you report the qualitative metrics that are critical for ABM? How do you make sure marketing and sales agree upon key metrics?

• How to scale ABM. Once you’ve begun to see results with individual key accounts, how do you roll out a larger-scale program? How can you best coordinate ABM activities across multiple accounts, and where can you achieve economies of scale?

ITSMA’s Jeff Sands will share best practice insight around how to solve these key questions. He will also highlight case study examples from companies that are well on their way to ABM success.

The briefing is complimentary for ITSMA members and $195 for nonmembers.

ITSMA Presenters	[TOP OF PAGE]

Jeff Sands
Member Engagement Director
jsands@itsma.com

With more than 30 years of experience in technology marketing, sales, and business development, Jeff brings a keen understanding of the priorities and pain points for services and solutions marketing. At ITSMA, Jeff works directly with member companies to help them take best advantage of ITSMA resources and to provide focused advisory support around go-to-market strategy for technology services, portfolio rationalization, sales enablement, and more.

General Information	[TOP OF PAGE]

ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.

Technical Requirements	[TOP OF PAGE]

This briefing will be administered by BT Conferencing. All participants are required to test their browsers 24-48 hours prior to ensure compatibility. This test can be done by clicking here: Check your system. You will receive a pass code and dial in number three business days prior to the briefing.

The technical requirements for this ITSMA online briefing are:

• Direct or dial-up Internet connection of 56Kbps or higher.
• A separate telephone line to access the audio teleconference.
• If participating from your company, ask about your company’s Internet Firewall 48 hours prior to the event. This will enable your IT technician to reconfigure your connections if necessary to ensure access to the Internet portion of the briefing.
• No plug-ins or software downloads are required.
• System Requirements: Windows 2000 or higher, Internet Explorer 6.x or greater, Netscape 7.2 or later. The following operating systems will work with limitations: Windows 98 SE, NT Server or Workstation 4.0, Mac OSX 10.3 with Safari 1.2; Solaris 9 with Netscape 7.0 or Mozilla 1.4, Sun JVM 1.4.2.

Fees and Registration	[TOP OF PAGE]

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 per location for non-members.

Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, February 12, 2007.

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.