ITSMA's Annual Marketing Conference - The New Face of Marketing - November 5 and 6, 2013

Agenda | Sponsor | Fees & Hotel Info


All Signal, None of the Noise

Your marketing organization – what’s the gap between how you’re currently positioned with your Cs and how you’d like to be positioned? Let’s close that gap together. You have serious, strategic work to accomplish in supporting revenue generation at your company. There’s no time to waste and too much nonsense research flooding our space. At ITSMA, we believe in robust research. Our subject matter experts are B2B services certified and experienced. Our conference will help you and your team quiet the noise and hone in on the signal that is relevant to your space.

RESEARCH RESULTS: The Best that Boston has to Offer ITSMA Conference Attendees (Blog post: B2B Services

Our Speakers…The Best

It’s a little challenging for us to be humble here. We feature content from a number of top marketing executives, authors, and industry thought leaders. ITSMA’s  savvy subject matter experts and researchers will of course be on hand, sharing their most recent studies. Here’s just a sampling:

The Minis: 90 Power Minutes

This year, we will be holding workshops, included in the conference fee, led by ITSMA experts on Account Based MarketingLead Management/Lead Nurturing, and Differentiation on the afternoon of November 6. Be sure to sign up for one of these 90-minute workshops when you register! Workshop leaders:

It’s All About You:  The 1:1s

Our 1:1 discussion schedule is booked up! We will add you to the wait list and notify you if a time opens up.

We are offering 30-minute, one-to-one meetings with ITSMA Subject Matter Experts on an area of your interest. Meeting times are limited, so let us know what you want to talk about. A sampling of some of the topics you might consider includes:

Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss, and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!

Who Should Attend & Why

Video Presentation Conference 2012ITSMA’s Annual Marketing Conference is designed for senior- and executive-level marketing and business development professionals who want to learn from industry peers, stay at the top of their game, bring their marketing strategy to the next level, and network with like-minded business leaders. Over the two-day Conference, you’ll have the opportunity to:

And, in this day of restricted travel, why not take advantage of this opportunity and get together with your team? In addition to sharpening the skills of your team, here are some ways you can make the most of the Conference:


ITSMA Event Testimonial

Welcome Reception – Monday Evening – November 4

Eat, drink, and enjoy. Kick off your Conference experience at the Welcome Reception and meet like-minded professionals and discuss new directions for future success. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances.



5-7:00 pm Welcome Reception


7:30 am Registration & Continental Breakfast
8:30 Conference Kick-Off & Opening Remarks: The New Face of Marketing
Dave Munn, President & CEO, ITSMA
9:00 Marketing as an Accountable Business Partner and Revenue Center
Karen Walker, Senior Vice President, Global Marketing, Cisco Systems
Read more about the presentation Show
10:00 Networking Break
10:30 How Buyers Consume: Marketing Content, Sales Knowledge, and SME Wisdom 
Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA
Read more about the presentation Show
11:30 Measuring & Communicating Marketing’s Value
Nick Panayi, Director, Global Brand & Digital Marketing, CSC 
Read more about the presentation Show
12:15 pm Networking Lunch – Table Topics
1:30 Enabling Sales with New Playbooks, Mobile Apps, Services-led Offers and More
Barb Robidoux
, Vice President, Services Marketing EMC
2:15 Developing Thought Leadership Sellers: Can Marketing Meet the Challenge?
Dave Stein, Renowned Sales Consultant, Trainer, Author, and CEO of ES Research Group
Read more about the presentation Show
3:15 Networking Break
3:45 Marketing Leaders Panel – Digital Engagement and the Evolving Role of Marketing
Facilitated by Jane Hiscock, President, Farland Group

  • John Kennedy, Vice President, Marketing, IBM Global Business Services
  • Eileen Lynch, Senior Vice President, Marketing, Thomson Reuters
  • Roberto Ricossa, Vice President, Marketing & Inside Sales, Avaya
4:45 Day One Wrap-Up
Dave Munn, President & CEO, ITSMA
6:00 Networking Reception
6:30 Light Dinner
7:30 Marketing Excellence Awards Ceremony


7:30 am Continental Breakfast & Networking
8:00 Welcome Back & ITSMA Update
Jeff Sands, Vice President, ITSMA
8:30 Powering Growth Through Digital Advantage: The B2B Perspective
David Edelman
, Partner, Marketing & Strategy Practice, McKinsey & Co.
9:15 Engagement in the Era of the Millennial
John Della Volpe, Founder & Managing Partner, SocialSphere, and Director of Polling at Harvard’s Institute of Politics
10:00 Networking Break
10:15 Marketing Leaders Panel – Leading Marketing Change and Transformation
Facilitated by Bev Burgess, Senior Vice President, ITSMA Europe

  • Julie Johnson, Executive Director, Industries & Marketing, KPMG
  • Steve Pinedo, Vice President, Services Marketing, Oracle
  • David B. Lee, Vice President, Marketing, Strategy & Sales Enablement, Dell Services
11:15 Networking Break
11:30 Best Practice Case Study Breakouts Featuring 2013 Marketing Excellence Award Winners

  • Track 1: Measuring Marketing Performance
  • Track 2: Marketing with Digital and Social Media
  • Track 3: Generating and Nurturing Leads
12:00 Transition Break
12:15 pm Best Practice Case Study Breakouts Featuring 2013 Marketing Excellence Award Winners

  • Track 1: Driving Business with Thought Leadership
  • Track 2: Enabling Sales Channels
  • Track 3: Generating and Nurturing Leads
12:45 Transition Break
1:00 Conference Wrap-up, Networking Lunch, Prize Drawings
1:30-3:00 Topical Workshops
Lead Management and Nurturing Best Practices and Trends
Workshop Leader: Kathy Macchi, Senior Associate, ITSMA
Read more about the workshop Show

The Current State and Future of Account Based Marketing
Workshop Leader: Jeff Sands, VP and ABM Practice Lead, ITSMA
Read more about the workshop Show

Differentiation and the Holy Grail
Workshop Leader: Bev Burgess, Senior Vice President, ITSMA Europe
Read more about the workshop Show
ITSMA reserves the right to make changes or substitutions to this event.


CFO Magazine CFO Publishing LLC is the leading business-to-business media brand focused on the information needs of senior finance executives. The business consists of CFO magazine,, CFO Research Services, and CFO Conferences. CFO’s award-winning editorial content and loyal, influential audience make it a valued resource for its readers as well as an effective marketing partner for a wide range of blue-chip companies.  CFO has long-standing relationships with more than a half-million financial executives across industries, region, and company size.

Fees and Hotel Information

Event Date: November 5-6 , 2013
thru 9/13 9/14–10/11 10/12 thru conference Onsite
$1,495 $1,795 $1,995 $2,195
$1,995 $2,295 $2,495 $2,695
Register today Fees include conference materials, continental breakfasts, lunches, refreshments, and receptions.
*Contact ITSMA for details about special discounts for three or more participants from your organization at
Event Location: The Charles Hotel, One Bennett Street, Cambridge, MA 02138
Phone: +1-617-864-1200  Toll free: 800-882-1818 Fax: +1-617-864-5715
Booking Hours: Monday – Friday: 8 am to 7 pm ET; Saturday: 9 am to 4 pm ET
Reservations: Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. Please call the hotel directly for room reservations. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference.If your reservation will include Sunday evening, 11/3, please call the hotel directly as room availability is limited.
Room rates: $289 Deluxe Room, 11/4 & 11/5
$349 Deluxe Room, 11/6
Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference. Rate is available until October 14.
Hotel Information: The Charles Hotel experience reflects the eclecticism that is Cambridge. An urban oasis, The Charles offers something for everyone who is visiting the Boston area. Guests can soak in their academic surrounding by attending a lecture at Harvard, relax with a stroll along the Charles River, explore downtown Boston or dine at some of the Boston and Cambridge area’s finest restaurants, including The Charles’ own Henrietta’s Table and Rialto. In addition, The Charles is home to a thriving jazz club, the Regattabar a popular cocktail bar, Noir, and an ice-skating rink during the winter months.
Alternate Hotels: Sheraton Commander – 1/2 mile
Hotel Veritas – 1 mile
Hyatt Regency Cambridge – 1.9 miles
DoubleTree Guest Suites – 3 miles
Royal Sonesta Cambridge – 3 miles
Harvard Square Hotel – across the street from main entrance (last option)
Special Requests: If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at or +1-781-862-8500, Ext. 121.
Voting: Absentee Voting Information by State: Get your absentee ballot here.
International Travelers: Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization, and by March 2010, the old I-94 entry form is expected to be a thing of the past. Here’s what you need to know. U.S. Electronic System for Travel Authorization (ESTA) information:

Sponsorship Opportunities

Sponsoring ITSMA’s Annual Conference is a great way to showcase your brand strength and gain visibility with senior-level marketing and sales executives. Several opportunities are available to meet your needs and budget. Contact Dirk Mullenger at for more information.

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to

Satisfaction Guarantee

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


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, India, and Japan. Learn more at


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