Web Briefing

Creating the Ideal Thought Leadership Development and Dissemination Balance

December 7, 2010
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

(Free for ITSMA members)

Overview

According to ITSMA’s research, thought leadership tops the list of the most-effective marketing tactics to increase awareness and to generate leads. Not surprisingly, developing new and more targeted thought leadership has been a top marketing priority for 2010, and for 77% of ITSMA’s members, thought leadership is becoming more important to the marketing strategy.

Unfortunately, most marketers today will tell you that most of their thought leadership is produced in an ad hoc manner. Marketers need to get serious about process if they want thought leadership to lead to better business outcomes. What they need is a thought leadership development and dissemination engine that draws from the expertise of the company’s subject matter experts.

In this Webinar, ITSMA’s Chris Koch and Katie Espinola will highlight results from ITSMA’s most recent online member survey on thought leadership and share the key trends and best practices you need to find the right balance between idea development and dissemination.

We will also have an in-depth case study on how one company, IBM Global Business Services, has created an engine for thought leadership, the IBM Institute for Business Value (IBV). Eric Lesser and Karen Feldman will explain how the IBV creates and deploys fact-based strategic insights for senior executives around critical public and private sector issues that help companies realize business value. (For a full catalog of IBM Institute for Business Value research, visit http://www.ibm.com/iibv.)

This Briefing is complimentary for ITSMA members and $195 (€160) for non-members.

Presenters

Chris Koch
Associate Vice President, Research and Thought Leadership
ITSMA
Learn More >

Katie Espinola
Senior Research Analyst
ITSMA
Learn More >

Guest Presenters

Eric Lesser is the Research Director and North American Leader of the IBM Institute for Business Value. He has over 20 years of research and consulting experience in the area of human capital management. He is the co-editor of several books, and has published articles in a variety of publications, including the Sloan Management Review, Academy of Management Executive, Chief Learning Officer and the International Human Resources Information Management Journal. Eric is based in Cambridge, MA, and can be contacted at elesser@us.ibm.com.

Karen Feldman is the IBM Institute for Business Value Leader for Global Media and Entertainment. She has over ten years of consulting experience and has worked with leading companies on wide-ranging strategy and operations projects. Ms. Feldman has deep experience in both the advertising and marketing disciplines. She can be reached at karen.x.feldman@us.ibm.com.

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. 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.

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.

Technical Requirements

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

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 (€160) per location for non-members.

Note: Registration is on a first-come/first-served basis.

ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program 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.