Description:

The new Internet economy mandates that IT services providers change; they are competing in a whole new game. For some companies the game is already over and they won't survive. Recent layoffs at e-Business professional services firms confirm that the industry is in a nosedive. Marketing needs to play a central role in helping companies come out of that dive.

Christopher Lochhead, Chief Marketing Officer at Scient through the end of 2000, gave a speech on how to win the next game, during the Annual ITSMA's MarketingServices/2000 Conference in Monterey. Until his recent resignation, Lochhead led Scient's global marketing, branding, and communication initiatives. At ITSMA's conference, he shared insights gleaned from his experiences, focusing especially on what it will take for companies to succeed amid the current turmoil.