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Marketing Technology Services Copthorne Tara Hotel Come join our speakers from Accenture, Ericsson, Hewlett-Packard, IBM Global Services, Microsoft, and Global Future Forum, who will discuss their services marketing strategies, tactics, and challenges in today's turbulent marketplace. Also Featuring Cranfield School of Management's Graham Clark. ITSMA Europe's Inaugural Services Marketing Forum and Workshop will provide you with a unique opportunity to hear valuable insights and recommendations from senior marketing professionals and leading educators. Six industry marketers will share their best practices in services marketing, branding, and sales strategies and discuss the impact of marketing during economic instability. ITSMA's forums are also designed to offer attendees interaction and knowledge sharing with experienced marketing professionals from other leading organisations.
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Forum Host and Kick-Off Presenter:
Marketing in the New Millennium David Munn, President & CEO ITSMA Based on ITSMA research and his unique vantage point as industry advisor to more than 150 global technology and communications companies, Dave will share insights and recommendations for marketing leaders on investing and building successful services marketing and sales practices in the New Millennium. Featured Presenter: Many fast-growing IT services firms and e-business start-ups recognise the need to establish their value position and to create and build brand awareness in what has always been a fast-moving, busy marketplace. Add in the complexity of a multinational, multilingual, and multicultural environment, and you have a significant challenge. But how do you meet that challenge when you already have a well-known, well-respected name and just when the market takes a serious downturn? The Accenture launch in the US began just as turmoil hit Wall Street and now, as questions arise about European prospects, Charles will share what Accenture is doing to make launching a new global brand a success. Featured Presenter: Marketing online has become significantly more sophisticated. Leading companies have learned what works and what doesn't—and they have incorporated those learnings into comprehensive marketing strategies that encompass far more than standalone "brochures" on company Websites. As one of the leaders in Web marketing, IBM Global Services spent the last several years aggressively investing in online and Web marketing strategies. Robert Pearce will talk about the journey he and his team undertook as well as some of the realities and learnings that they realised as they experimented with different Web marketing techniques and approaches. Featured Presenter: Over time, many organisations have launched or communicated intention to focus more on the needs of their customers. Have they been successful in turning intention into reality? Perhaps some have but many do not extend beyond theory. In recent months, Hewlett-Packard has developed a new sales and marketing model to increase focus on the sales and service experience of its customers. Rob will provide insights into the initial results that Hewlett-Packard has seen from its Total Customer Experience model. He will outline the critical measurements of success and the next steps to be taken to demonstrate the company's desire and ability to live and learn from the customer's experience. Featured Presenter: How do you move from being a 'doer' to a 'thinker'? How can you turn intellectual capital into a competitive advantage? Christine will examine the real journey of a major IT solutions company as they developed a thought leadership position in the intensely competitive financial services marketplace. She will highlight the do's and don'ts on the way and show how, with a bit of passion, you can make 1 + 1 = 4! Featured Presenter: How do you adapt your marketing agenda to the "new" New Economy? What are the right strategies and tactics for marketing your way through the downturn? Paul will provide insights on Ericsson's marketing priorities and will share how Ericsson has created new marketing models and plans designed to secure rapid growth in a downturn market. Featured Presenter: All companies evolve. Microsoft is a prominent example of how far a company can and will go to ensure it remains aligned to market needs. Microsoft has evolved its services strategy and now faces a significant challenge to manage potential channel conflicts as it seeks to balance an increased customer demand for direct services whilst creating business revenue and value for its partner delivered services. Sara will discuss the various approaches that Microsoft has taken, the results, good and bad, and the lessons learned from this important phase in Microsoft's strategy. W O R K S H O P C O - L E A D E R SWorkshop Co-Leader: How do you live in your customers’ shoes? This workshop, led by Graham Clark, a senior lecturer in Services Operations Management from Cranfield School of Management in the UK, will provide a unique opportunity to gain practical help and an in-depth understanding of how to manage and market the customer experience. Graham will explore the importance of service delivery as the acid test of service strategy and the key to successful service marketing. This workshop will inspire you to truly re-examine your service development and marketing processes from the customers' perspective. Workshop Co-Leader: Right—you’ve learned how to market the client experience. But how do you turn your client experienced-based approach into revenue? Steve Hurley will present ITSMA’s insights into how services marketers can build integrative processes with sales teams to turn client experiences into high revenue-generating relationships. Steve will also describe what are the major barriers to sales and marketing collaboration, and how some “best of breed” high technology companies have overcome them. Finally, he will share his thoughts on how to measure the effectiveness of the sales force, as well as marketing’s sales support initiatives. Steve will leverage his skills and knowledge, gained from working closely with many of ITSMA’s 150+ corporate members, to facilitate a lively discussion and debate during the Forum and Workshop. R E G I S T R A T I O N I N F O R M A T I O N
Dress code is business casual Who Should Attend Cancellation Policy Satisfaction Guarantee
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