Web Briefing

Marketing Organization Model, Structure, and Competencies of the Future

June 29, 2010
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

(Free for ITSMA members)

Overview

Through the ITSMA Budgets and Benchmarks survey we increasingly see resource moving away from the more traditional marketing communication activities such as events and collateral and towards the more focused areas of sales enablement, customer intelligence and relationship management. This, together with the changing buying cycle and the increasingly active area of social media, means that the marketing organisation model, structure, and competencies that we know today are set to change.

In this one-hour web briefing we will hear from two industry thought leaders: Peter O’Neill of Forrester will discuss his views on the changes that are happening and the impact they are having on the balance between global and local marketing; and David Edelman of McKinsey & Company will consider the impact of digital marketing on the needs of the wider marketing organisation.

We will also hear from John Lenzen, Vice President & Global Head of Marketing at Tata Consultancy Services. John will explain a little about some of the issues he has faced in his organisation’s transition from ‘Indian outsourcer’ to ‘value added solutions provider’; the challenge of implementing change when the business is growing so fast; and the need for a closer relationship between sales and marketing.

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

Presenters

Richard Seymour
Senior Vice President, ITSMA and Managing Director
ITSMA Europe
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Guest Speakers

Peter O’Neill
Vice President
Forrester Research
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David Carl Edelman
Partner, Marketing and Sales Practice
McKinsey & Company
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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.