Building a Market-Focused Services Strategy
How to design, deliver, and communicate a superior value proposition for
sustainable competitive advantage.

The Fairmont Copley Plaza
Boston, Massachusetts USA
July 27-28, 2000

"The most successful organizations will…orient all business actions around one integrating objective: superior value delivery to target customers
at a cost allowing acceptable profit"

Dr. Lynn Phillips, Executive Educator and Former Faculty
at U.C. Berkeley and Stanford Business Schools

Focus of Event
Building a Market-Focused Services Strategy is one of ITSMA's most highly-rated and well-attended events. It is designed to help services marketers deal with many of their biggest challenges, including defining and delivering better value to their current customers, attracting new customers with new value offerings, and performing activities required to provide or communicate value to their customers more effectively and efficiently.

Building a Market-Focused Services Strategy is a customized version of Lynn Phillips' Building a Market-Focused Organization (BMFO) workshop. Many of the examples used in the workshop are based on real world IT services situations and the participants will be IT services marketers.

Overall, this workshop will help you, as services marketer, design, deliver and communicate a superior value proposition to your service customers while effectively maintaining a robust bottom line.

Who Should Attend BACK TO TOP
This intensive, two-day workshop will be valuable for a broad spectrum of individuals, including those who manage entire services organizations or individual services marketing programs. Teams responsible for services marketing, services strategy development, services product management, marketing communications, and new services development will particularly benefit from this workshop.

Participants who attend with team members benefit most from this workshop. We strongly encourage two or more participants from each organization to attend to maximize the value of the breakout exercises during the workshop.

Learning and Performance Excellence  BACK TO TOP
The Services Marketing Institute provides public courses, customer-designed client courses, web-based seminars, and mentoring to services marketing professionals. By leveraging ITSMA's extensive knowledge base--generated through its member research and consulting activities--the Institute provides best practice services marketing models, frameworks, and processes that result in improved performance.

Quotes from Past Attendees  BACK TO TOP
"The learning here was so valuable (and practical) that I will be able to easily apply concepts back at the workplace."
            Adrian Maynard, Web Product Marketing Manager, Intuit

"The training and supporting examples were extremely valuable in helping me to understand the concepts presented. I plan to use this methodology to implement solutions that will meet my customer needs."
            Teresa McKenzie, Senior Manager Service Readiness, Reynolds & Reynolds

"Very high energy course. It is so important, you'll want to bring everybody in your organization to experience the workshop. Dr. Lynn Phillips makes this one of the best classes I've had."
            Per Trevan, Manager, Services Marketing, Ericsson

"Lynn Phillips is an amazing teacher."
            Tom Pencek, Marketing Manager, Service, SGI

"The course really challenged me. It provided new and valuable info that I can use immediately to be more effective. Good stuff."
            Sandy Schmidt, Business Development Manager, Lexmark International

Workshop Benefits  BACK TO TOP
Based on Dr. Lynn Phillips' many years of research and work with hundreds of companies, including IT services organizations, this two-day workshop is customized for the IT services market. The workshop combines interactive discussion with group and individual exercises and will teach participants how to:

• Ensure that a chosen target group of customers perceives superior value from your offering
• Uncover customers' needs and translate them into viable services products
• Define the value propositions your business can profitably offer
• Segment the market based on value delivery
• Gain competitive advantage through developing a market-focused organization
• Build a structured value delivery system that outperforms traditional functionally oriented organizations

Workshop Leader  BACK TO TOP
Dr. Lynn W. Phillips, who has helped hundreds of organizations become more market-focused, will lead the workshop. Dr. Phillips has provided executive education and implementation guidance to a wide variety of information technology organizations including AT&T, EDS, Hewlett-Packard, IBM, Sun Microsystems, and others. Dr. Phillips has delivered this workshop for ITSMA for five years in a row continually updating and tailoring the materials for IT services marketers.

Dr. Phillips has held marketing faculty appointments in Graduate Business Schools at Harvard, Northwestern, Stanford, and U.C. Berkeley. In 1985, Dr. Phillips received the Distinguished Teaching Award at Stanford Business School.

Event Sponsor  BACK TO TOP
ITSMA would like to thank Account4.com for their sponsorship of this event. Their support and involvement with ITSMA is much appreciated.

Location   BACK TO TOP
The workshop will be held at The Fairmont Copley Plaza in Boston. Please contact the hotel directly for room reservations and ask for ITSMA's special rate of $189 per night, available until June 28, 2000. For other area hotels, please contact the concierge at the Fairmont.

The hotel is located at:

138 St. James Avenue, Boston, MA 02116
Phone: (617) 267-5300, Fax: (617) 375-9648

Schedule and Dress Code   BACK TO TOP

Thursday, July 27

Friday, July 28

The dress code is business casual for both days.

Fees & Registration  BACK TO TOP

Receive a 5% discount by registering online for this event!

Fees include: continental breakfasts, luncheons, workshop materials, and a special networking reception. Please make note that if payment is not received by the start of the event, a credit card or other form of payment will be required for admittance.

Cancellation Policy  BACK TO TOP
Any cancellations or substitutions must be in writing and forwarded to ITSMA Events, One Militia Drive, Suite 4, Lexington, MA 02421 or via email to cjefferson@itsma.com.

You may cancel your enrollment without penalty up to five business days (July 20) before the start of the event. A $250 administration fee will be imposed for cancellations received after this date. Non-attendance without cancellation will incur the full event fee.

Substitutions approved by ITSMA are permitted up to the start of the event.

Satisfaction Guarantee   BACK TO TOP
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 offering.