Agenda | Speakers | Sponsors | Awards | Fees & Hotel Info

ITSMA is pleased to announce its
16th Annual Marketing Conference
October 27 and 28, 2009
Renaissance Boston Waterfront Hotel

Follow Our Conference on Twitter: #ITSMA09

Overview

Few can argue that 2009 is a tough year, that budgets are tighter than we’ve seen in over a decade, and that the “do more with less” statement, although trite, is unfortunately ringing true. We’ve made difficult, even painful, choices to determine which few strategies will bring the greatest return, while demonstrating genuine value to the business and the customer. But challenge isn’t all bad. Adversity also brings new optimism, enthusiasm, innovation, and stamina that changes, and even disrupts, the marketing and business landscape in a constructive way.

Join us!

Our 16th Annual Marketing Conference is on October 27 and 28 at the Renaissance Boston Waterfront Hotel. Join us to hear how industry leaders are taking the bull by the horns and prospering—in spite of the weakened economy. New ideas, proven tactics, pragmatic insights, and strategic risk-taking will be highlighted throughout the program by marketing leaders who know how to survive and thrive! Join us to share your experiences of 2009, commiserate with your peers, and learn from an engaging speaker line-up.

In addition to the unparalleled quality of speakers—authors and visionaries, business advisors, market leaders, marketing excellence award winners, and in-the-trenches practitioners—we are also excited to add one-to-one meetings to your conference experience. Now when you register for the Conference you can also identify an area of interest (or question or issue) and we’ll schedule a free 30-minute informal meeting for you with an ITSMA expert or associate during the Conference. Meeting times are limited, so let us know what you want to talk about when registering. A sampling of some of the topics you might consider include:

• ITSMA’s How Customers Choose research
• Social media marketing
• Targeted marketing programs
• Account-based marketing
• Solutions
• Demand generation
• Brand positioning
• Sales enablement

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!

Keynote Speakers

Larry Weber
Chairman, Digital Influence Group
Digital Influence Group is a social media marketing services firm that helps companies leverage the power of social media to generate business results: sell products or services, and build customer relationships.

• Visionary in how social media can help drive demand generation
• Talented business man, entrepreneur, government advisor, and author
• Recent speaker on marketing and social media issues at the World Economic Forum
• Learn More >

David Carl Edelman
Partner, Marketing and Sales Practice, McKinsey & Company

• Leads McKinsey’s Digital Marketing Strategy Practice
• Applies strategic consulting and interactive agency experience to help companies transform their organizations to implement effective digital marketing strategies
• Aligns the CXOs to bridge strategic, operational, and technical requirements
• Learn More >

Hilary Fordwich
President and Founder of Strelmark, LLC (Consulting, coaching and workshop programs focusing on relationships to gain and retain clients and grow business)

• Frequent contributor to local news and radio, featured in The Washington Post, The New York Times, CNN Fortune, Chicago Tribune, NPR’s Marketplace, USA Network, CBS Marketwatch, Legal Times, AOL Sports, The Wall Street Journal, CareerBuilder.com, and others.
• One of the creators of Golf for Business and Life, a new PGA-sponsored course
• Learn More >

Jean-Christian (JC) Jung
Senior Vice President, Consulting Services and Business Development, Pierre Audoin Consultants (global market research and strategic consulting firm for the Software and IT Services Industry)

• Favors client-facing strategies to gain accurate and actionable insight at the individual market level—covering dominant and emerging markets across all continents.
• Expert in market research and strategy consulting, global sourcing, system integration, application software related services, business development, and expansion strategies
• Learn More >

Bernadette Nixon
SVP & General Manager of Northeast North America Sales, CA

• Authority in sales, building and maintaining customer relationships, integrating marketing and sales, and measuring what matters
• Responsible for some of CA’s largest enterprise management product sales
• Was special advisor to the CIO at the United Nations in Geneva, Switzerland, and chaired the IT Standards Committee
• Learn More >

Jessie Paul
Chief Marketing Officer, Wipro Technologies

• Named one of the most influential businesswomen in IT in India
• Author of soon to be released book, No Money Marketing
• Uses blogs, YouTube, RSS feeds, FaceBook and a plethora of “borrowed” new media to practice what she preaches in marketing
• Learn More >

David Rumer
Senior Director, Americas Marketing, Oracle Corporation Inc.

• Sales, marketing, and account-based marketing “results-oriented” professional
• Architect of Oracle’s skyrocketing account-based marketing growth
• Learn More >

David Ryan
Managing Partner, Gray Matters Group

• Delivers high-impact training and advisory services – to drive top line growth
• Harnesses the power of service delivery teams to better market, sell, and build client relationships
• Enables behaviors that are sustainable, with measurable ROI
• Learn More >

Julie Schwartz
Senior Vice President, Research and Thought Leadership, ITSMA

• The leading researcher and thinker on B2B technology marketing trends and best practices
• Conducts custom research projects, benchmark studies, and other research to provide “can’t-get-anywhere-else” insight for B2B marketers
• Learn More >

Katharyn White
Vice President Marketing, IBM Global Business Services

• Prophetic marketing leader with experience in strategy, sales, delivery, partnering, market intelligence, and portfolio development spanning more than 20 years.
• Former chair of the Northeast Europe Climate Change Steering Board
• Learn More >

Honoring Stand-out Achievement in Services and Solutions Marketing

The ITSMA Marketing Excellence Awards program, now in its twelfth year, honors B2B marketing professionals that have achieved distinction in marketing innovation, program execution, and business results. The awards program is based on a comprehensive and strategic approach to marketing in one of the six following categories:

• Account-Based Marketing
• Enabling Sales
• Targeted Demand Generation
• Leveraging Digital Marketing
• Thought Leadership Marketing
• Marketing Measurement and Accountability

We will be presenting the winners in the final session on Tuesday, October 27, followed by a celebratory networking reception. Select winners will be presenting their case studies on Wednesday, October 28.

Our Annual Marketing Conference is designed for senior- and executive-level marketing and business development professionals wishing to stay at the top of their game, learn from industry peers, and take advantage of the many networking opportunities available to them. Over the two-day Conference you’ll have the opportunity to:

• Learn from world-renowned thought-leaders, authors, and business advisors
• Challenge yourself with stimulating presentations from B2B marketing practitioners on today’s most pressing topics and trends
• Participate with professional peers in a small settings to learn about award-winning marketing innovations and programs
• Sharpen your professional skills and take several examples of successful marketing and sales initiatives, tools, and tips from best practice case studies
• Enjoy spending time talking with fellow industry professionals at the welcome reception, Marketing Excellence Awards reception, lunches, and breaks—all in the midst of the spectacular Boston waterfront.

“Everything from location, food, staff and content was extremely valuable and insightful. The people were fun to be around and lighthearted. I will be recommending several new approaches to marketing based on the content learned.” — 2008 Conference Participant

Eat, drink, and enjoy. 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 in the contemporary setting of The Renaissance Waterfront Hotel. All conference participants are invited to register, pick up conference materials, and enjoy casual networking before the conference festivities get underway.

Monday, October 26
5–7:00 pm	Pre-Registration & Welcome Reception
Tuesday, October 27
7:30	Registration & Continental Breakfast
8:30	Conference Kick-Off and Opening Remarks Dave Munn, President & CEO, ITSMA
	KEYNOTE: Sticks and Stones:
9:00	How Digital Business Reputations Are Created Over Time and Lost in a Click Larry Weber, Chairman, Digital Influence Group
10:15	Networking Break
10:45	How to Gain and Retain Clients: Establishing Trust, Respect & Likability Fast Hilary Fordwich, President & Founder, Strelmark, LLC
11:30	No Money Marketing: From Upstarts to Big Brand on a Frugal Budget Jessie Paul, Chief Marketing Officer, Wipro Technologies
12:15	Lunch
1:30	Entering the Global Recovery: Upcoming Trends and Market Forecasts JC Jung, Senior Vice President, Consulting Services & Business Development, Pierre Audoin Consultants
2:15	The 2009 Sales Enablement Imperatives: Where Marketing Should Focus for Maximum Impact Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
3:15	Networking Break – Sponsored by SAVO Group
3:45	ITSMA Marketing Excellence Awards Presentation
4:45	Day One Wrap-up Dave Munn, President & CEO, ITSMA
5:00	Marketing Excellence Awards Celebratory Networking Reception

Wednesday, October 28
7:30	Continental Breakfast and Networking
8:00	Welcome Back & ITSMA Update Dave Munn, President & CEO, ITSMA
	KEYNOTE: Moving the Organization:
8:30	Anticipating the Deep Changes in Becoming a Truly Digitally-Adroit B2B Marketer David Edelman, Partner, McKinsey & Company
9:30	Transforming the CMO’s Role Through Analytics and Intelligence Katharyn White, Vice President, Marketing, IBM Global Business Services
10:15	Networking Break
10:45	Activating Your Client-facing Delivery Team to Market and Sell Business David Ryan, Managing Partner, Gray Matters Group
11:30	Integrating Sales and Marketing: Making it Happen at the Field Level Bernadette Nixon, SVP & General Manager, Northeast North America Sales, CA
12:15	Lunch
1:15	Scaling a High Impact Key Account Marketing Program David Rumer, Senior Director, North America Field Marketing, Oracle
2:00	Best Practice Case Study Series from ITSMA’s 2009 Marketing Excellence Award Winners
3:00	Networking Break
3:30	Best Practice Case Study Series from ITSMA’s 2009 Marketing Excellence Award Winners
4:30	Wrap-up and Closing Remarks Dave Munn , President & CEO, ITSMA
	Please note: ITSMA reserves the right to make changes or substitutions to this event.

Digital Influence Group is a social media marketing services firm that helps companies leverage the power of social media to generate business results: sell products or services, build customer relationships, and connect with key stakeholders and partners. As an increasingly important element of an integrated marketing strategy, we use social media to cultivate rich online experiences around your brand and products to drive stronger emotional connection, deeper engagement, and preference. Building experiences for the long-term, we constantly measure and optimize all that we do.

SAVO is the industry-defining provider of sales enablement solutions, which maximize a sales organization’s ability to communicate value and differentiation in clear, consistent and compelling ways. SAVO’s award-winning, on-demand application enables organizations to scale knowledge and expertise throughout an organization, share best practices of top sales performers, ramp new hires and leverage the best of an organization in time for every upcoming sales meeting.

RainToday.com is the premier online source for insight, advice, and tools for growing your service business. RainToday.com features the most up-to-date resources including articles by industry experts, how-to guides and tools, sales and marketing research reports, webinars and events, and a complimentary weekly newsletter.

Event Date:	October 27-28, 2009
Pricing:	Now thru 9/30 10/1 up to Conference Last year’s pricing $1,595 $1,995 $2195 $1,795 $2,195 $2595
Member price:
Non-member price:
	Fees include conference materials, continental breakfasts, lunches, refreshments, and special event meals.
	*Contact ITSMA for details about special discounts for three or more participants from your organization. Details at info@itsma.com
Event Location:	The Renaissance Waterfront Hotel, 606 Congress Street, Boston, MA 02210
	Phone: +1-617-338-4111 Toll free: 800-468-3571 Fax: +1-617-338-4138
Online:	www.marriott.com
Accommodation:	ITSMA’s Room Block is Sold Out. For a list of alternate accommodations, click here Please contact the hotel directly for room reservations. Indicate that you are attending ITSMA’s Annual Conference to receive the special rate of $239 per night (Single/Double), available until October 5, 2009. For other area hotels, please contact the concierge at The Renaissance.
Hotel Information:	As the newest addition to the Boston Harbor, this sophisticated downtown Boston hotel stylishly reflects the vibrancy and aqua-elegance of the ocean. The Renaissance Boston Waterfront Hotel blends contemporary design with state-of-the-art technological enhancements, setting a new industry standard in innovation. Inspired by the sea, this newly acclaimed Boston Harbor hotel boasts luxurious guestrooms with the latest amenities and offers breathtaking ocean vistas.
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 cjefferson@itsma.com or +1-781-862-8500, Ext. 121.

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. Download our sponsor sheet or contact Dirk Mullenger at dmullenger@itsma.com for more information.

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to cjefferson@itsma.com.

• Full refund or future event credit given 30+ days prior to the event
• $250 cancellation fee 15-29 days prior to the event
• No shows will incur the full event fee
• Substitutions approved by ITSMA are permitted

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.