Taking Solutions to Market: Best Practices for Developing, Marketing, and Selling Solutions

ITSMA Workshop
July 29-30, 2008

Executive Conference Center (located at the American Management Association)
San Francisco Marriott

Overview

Technology and professional services firms have moved more aggressively over the last few years to improve their ability to provide true solutions to their customer base. The shape of those solutions, differentiating and marketing them to target customers, and efficiently selling those solutions in an increasingly price-sensitive environment are challenging to say the least!

ITSMA’s workshop entitled Taking Solutions to Market: Best Practices for Developing, Marketing, and Selling Solutions is based on ITSMA's powerful Solutions Roadmap, ITSMA’s annual research with customers on how they choose solution providers, industry best practices and benchmarks, and working experience with countless companies on solutions.

This Workshop Covers the Solutions Marketing Gamut

This advanced workshop contains ITSMA’s proven approach to marketing a wide range of solutions and will engage you in the models, tools, and examples you need to effectively grow your solutions business. The Workshop will cover:

• Creating compelling solutions
• Building awareness, interest, and confidence with solutions buyers
• Generating solutions demand with new and existing accounts
• Enabling your sales force to sell solutions more effectively and efficiently
• Understanding how to navigate organizational challenges to marketing and selling solutions
• Developing a model to measure the costs and benefits of solutions, internally and externally

New This Year!

Prior to the Workshop, each participant will be asked to complete ITSMA’s Solutions Marketing Assessment to help identify areas for individual improvement. The assessment covers the following critical areas:

• Solutions marketing strategy
• Solutions management
• Marketing communications
• Thought leadership
• Relationship management
• Sales enablement
• Business partner management

Individual results are provided only to the participant and benchmarked against data collected from our database of aggregate assessment results.

Who Should Attend	[TOP OF PAGE]

This Solutions Marketing Workshop is designed for marketing and business development directors and managers (with their team or as individuals) tasked with developing, marketing, and/or selling solutions.

Special Discounts	[TOP OF PAGE]

Delegates who attend with team members will benefit the most. We strongly encourage two or more participants from each organization to attend in order to maximize the value of the breakout exercise during the workshop and transfer the learning back into the workplace. Special group discounts are available; call us for more information.

Agenda	[TOP OF PAGE]

Workshop Leaders	[TOP OF PAGE]

Ajit Maira
Senior Vice President, ITSMA

With forty years of experience in marketing, strategy, sales, and consulting, Ajit leads ITSMA’s member engagement team, which works with member companies to provide advisory support on marketing and sales challenges and to ensure that they receive maximum value from their memberships. His areas of expertise include entering and establishing new markets; building marketing, sales, and services organizations; improving sales and marketing processes; strategic assessments, strategy development, planning, and positioning; and understanding the potential value and application of emerging technologies in business. Over the years, Ajit has held leadership roles in marketing, sales, and services for CA, Raytheon Data Systems, Xerox, Digital Equipment Corp., and IBM, among others.

Tammy Ribaudo
Senior Director, ITSMA

Tammy Ribaudo brings over 20 years of services marketing, sales, and consulting experience to ITSMA. In her role, Tammy is responsible for managing ITSMA's member councils, providing consulting to ITSMA members, contributing to ITSMA workshops and training courses, and developing new members. In addition to leading her own marketing consultancy, Tammy held senior marketing roles at CSC Consulting, Arthur D. Little, Inc., LeadingSide, and Infotec Development.

Guest Speaker	[TOP OF PAGE]

Giuliano Di Vitantonio and John Bennett, Hewlett-Packard Company

Giuliano and John will take us through a recent solutions launch at HP with emphasis on the solution creation, packaging, marketing, and overall learnings.

Giuliano Di Vitantonio
Worldwide Director, Enterprise Solutions, Technology Solutions Group

Giuliano Di Vitantonio is the Worldwide Director for Enterprise Solutions within HP’s Technology Solutions Group. In this role, Giuliano oversees the development, marketing, and sales enablement of complex solutions that address customer problems by combining the wide spectrum of HP products and services for the enterprise segment. Previously Giuliano was a strategy director and a business development director within the Office of Strategy and Technology, and a senior research manager at HP Labs Palo Alto. Before moving to the US, six years ago, he held several technical and management positions with Hewlett-Packard in the UK. Giuliano’s business and technical interests include business value analysis of technology, and IT Governance. He has published several papers on these topics, was keynote speaker and panelist at multiple international conferences, and visiting lecturer at St Mary’s College and ENST Paris. Giuliano holds a Master's degree in electrical engineering from the University of Bologna, Italy, and an M.B.A. from the London Business School, United Kingdom.

John Bennett
Worldwide Director, Data Center Transformation Solutions, Technology Solutions Group

John Bennett leads the Worldwide Data Center Transformation Solutions for HP, focusing on helping customers transform their data centers to become Next Generation Data Centers. He works within one of the broadest portfolios in the industry to meet customer needs from HP Data Center Transformation Services, HP Servers, HP Storage, and HP Software. John has been with HP for nearly 30 years, with a career ranging from engineering to product management, and from product marketing to program management. Based in Massachusetts, he has a Bachelor of Science in mathematics, a Master of Science in computer science from Rensselaer Polytechnic Institute, and an MBA from Clark University.

Cancellation and Refund Policy
Cancellations and substitutions must be in writing and forwarded to ITSMA via email to cjefferson@itsma.com.

• Full refund or future event credit given 30+ days prior to the event
• $250 cancellation fee 15-29 days prior to the event
• No shows will incur the full event fee
• Substitutions approved by ITSMA are permitted

Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If, however, you are not satisfied, we will provide you with a full refund of your money, or provide a credit towards another ITSMA 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.