Web Briefing

The New Skills Crisis in Marketing: Why Your Next Marketers Won’t Come from Marketing

June 28, 2012
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

(Free for ITSMA members)


If marketing is going to play the role it should as a strategic advisor to the business, it has to look different. The marketing organization of the future needs new systems, processes, and ways of thinking. This means organizational structures and models will need to change, and marketers will need to develop new roles and skills.

But what skills will they need? Where will the marketers of tomorrow come from? And how will you staff your marketing department?

In this ITSMA briefing, Kerry Johnston, Services Director, ITSMA Europe, and Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA, will answer these questions and more. They will also highlight the findings from the survey, Transforming the Marketing Organization, which is currently in the field.

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


Julie Schwartz

Senior Vice President, Research and Thought Leadership
Learn more >
Kerry Johnston
Kerry Johnston
Services Director
ITSMA Europe

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:

Fees and Registration

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA Members, Survey Participants, and Solutions Insight Subscribers, 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, India, and Japan. Learn more at www.itsma.com.


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