Does executive management really appreciate the value of marketing? Can you provide them with clear, compelling metrics that highlight marketing results? If so, great! You're way ahead of the pack. You might consider plugging into our next online briefing to see how others are measuring results.

If not, join the crowd and join Steve Hurley to discuss new ways of packaging your marketing metrics for executive action. Steve will present a detailed strategy to align marketing with corporate priorities, measure the value of your marketing activities, and report to executives the data they need. Steve will describe a specific methodology for building a marketing "dashboard"—an online scorecard that supports both quick and in-depth evaluation of key marketing metrics, Steve will also present specific case studies of marketing dashboards in action.

Presenter

Steve Hurley
Senior Advisor
shurley@itsma.com

As the former head of ITSMA’s member engagement activities in North America, Steve continues to work with ITSMA on select projects and event programs.

For eight years, Steve served in senior roles at ITSMA, where he oversaw development and delivery of the company’s core educational programs on services and solutions marketing. He also helped create or refine many of ITSMA’s consulting methodologies and frameworks on such topics as: growing a solutions business; rationalizing services portfolios; improving demand through Account-Based Marketing; and enhancing customer relationship programs.

Prior to joining ITSMA, Steve worked for Arthur D. Little, Inc. (ADL), a global management consulting company that had offices in over 45 countries. Among other accomplishments at ADL, Steve was responsible for creating its first corporate university, leading to standardized learning and development programs across all parts of the firm worldwide.

General Information

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. They are presented every three to four months depending on the association calendar, holidays and the like. 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. This can be done at the speakers office or home as long as two telephone lines are available, one for the audio and one for the Internet connection. 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. They also manage the question and answer session by giving each questioner access to the phone line to communicate with the presenter.

Technical Requirements

This briefing will be administered by Connex International. All participants are required to test their browsers on Connex International's Website 24-48 hours prior to ensure they are 'Java-enabled'. This test can be done at www.connexpresents.com, by clicking on the "Equipment Check" icon.

You will be provided with a pass code and dial in number 24-48 hours prior to the briefing.

The technical requirements for receiving this ITSMA seminar are:

• Direct or dial-up Internet connection of 28.8 kb/s or higher.
• Netscape Navigator 3.04 or higher, Microsoft Internet Explorer version 3.02 or higher, or any JAVA enabled browser.
• Separate Phone line to access audio teleconference.
• If participating from your company inquire of the company's Internet Firewall 48 hours prior to the event. This will enable your technician or a Connex technician to reconfigure connections to ensure the Internet portion of the presentation.
• No plug-ins or software downloads required.
• Compatible with a wide variety of browsers including Netscape 3.0+, IE 3.02+, or any Java-enabled browser. (Compatible with NT, Win95, Unix, Win3.1, Mac.)
• Works through 99% of all firewalls and proxy servers.

Fees and Registration

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $395 per location for non-members.

Note: Registration is on a first-come/first-served basis. You must register by 5:00 p.m. ET, Monday, 18 March 2002.