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ITSMA’s 20th Annual Marketing Conference

November 5, 2013 @ 12:00 am - November 6, 2013 @ 12:00 am EST

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 Marketing.com)

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:

  • John Della Volpe, Founder & Managing Partner at SocialSphere and Director of Polling at Harvard’s Institute of Politics
  • David Edelman, Partner, Marketing & Strategy Practice at McKinsey & Co.
  • Jane Hiscock, President at Farland Group
  • Julie Johnson, Executive Director, Industries & Marketing at KPMG
  • John Kennedy, Vice President, Marketing at IBM Global Business Services
  • David Lee, Vice President, Marketing, Strategy & Sales Enablement, Dell Services
  • Eileen Lynch, Senior Vice President, Marketing at Thomson Reuters
  • Nick Panayi, Director, Global Brand & Digital Marketing, CSC
  • Steve Pinedo, Vice President, Services Marketing at Oracle
  • Roberto Ricossa, Vice President, Marketing & Inside Sales, Avaya
  • Barb Robidoux, Vice President, Services Marketing at EMC
  • Julie Schwartz, Senior Vice President, Research at ITSMA
  • Dave Stein, Renowned Sales Consultant, Trainer, Author, and CEO of ES Research Group
  • Karen Walker, Senior Vice President, Global Marketing at Cisco

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:

  • Account Based MarketingJeff Sands, Vice President & ABM Practice Lead, ITSMA
  • Lead Management/Lead Nurturing Trends and Best Practices Kathy Macchi, Senior Associate, ITSMA
  • Differentiation and the Holy Grail Bev Burgess, Senior Vice President, ITSMA Europe

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:

  • Any of ITSMA’s research, including 2013 Services Marketing Budget Allocations and Trends and How Buyer Consume Information
  • Account Based Marketing
  • Brand Positioning & Differentiation
  • Changing Buyer Behavior
  • Client Engagement/Advocacy/Loyalty Programs
  • Industry Marketing
  • Lead Generating & Nurturing
  • Marketing Automation
  • Marketing Metrics & Measurement
  • Relationship Marketing
  • Sales Enablement
  • Solutions Marketing
  • Thought Leadership Marketing

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:

  • Challenge your thinking with stimulating presentations from B2B marketing practitioners on today’s most pressing topics and trends
  • Listen to what world-renowned thought-leaders and business advisors have to say about the industry
  • Get tips from several examples of successful marketing and sales initiatives, tools, and tips from best practice case studies
  • Learn about award-winning marketing innovations and programs
  • Network with professional peers and fellow industry professionals at the Welcome Reception, Marketing Excellence Awards Reception, lunches, and breaks.

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:

  • Convene at the conference. Virtual meetings are convenient, but face-to-face time is priceless. Take advantage of this unique opportunity and wrap a team strategy and planning session around the conference. You’ll hear plenty of new ideas to discuss, thanks to the fresh content at the conference.
  • Develop the skills of your people. Want your team to learn new skills or elevate their perspective? There’s never been a better way.
  • Reward and recognize your team’s hard work. The conference is a great way to invest in your top talent, recognize the team’s successes, and motivate them to keep looking at new and different ways to approach their marketing challenges.
  • Get personal, one-on-one advice. If you take advantage of a 1:1 meeting, you can start to discuss the advice and plan ways that the team can work together to solve your critical business issues.


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 pmWelcome Reception


7:30 amRegistration & Continental Breakfast
8:30Conference Kick-Off & Opening Remarks: The New Face of Marketing
Dave Munn, President & CEO, ITSMA
9:00Marketing as an Accountable Business Partner and Revenue Center
Karen Walker, Senior Vice President, Global Marketing, Cisco Systems [spoiler intro=”Read more about the presentation”]As  Senior Vice President of Global Marketing at Cisco, Karen Walker champions marketing’s role as an accountable business function aligned closely with sales teams to drive revenue growth. In this session, Karen shares what forces have moved us to this dramatic inflection point where marketing can no longer be viewed as a support function, and what it means to be held accountable for not just the quantity or quality of our marketing efforts, but also  for business impact and ROI. Learn how to earn a seat at the CEO table by moving your marketing operation from a cost center to a true revenue center that drives leads with impact and predictable, scalable revenue performance.[/spoiler]
10:00Networking Break
10:30How Buyers Consume: Marketing Content, Sales Knowledge, and SME Wisdom 
Julie Schwartz, Senior Vice President, Thought Leadership & Research, ITSMA [spoiler intro=”Read more about the presentation”]The buying process for complex B2B technology-based solutions has changed dramatically. With the proliferation of online information, and growing ranks of B2B Social Buyers, ITSMA has documented the waning influence of peers and the rising credibility of solution provider websites, SMEs, and even salespeople. ITSMA’s 2013 How Buyers Consume Information Study, currently in the field, is designed to illuminate emerging trends and help solution providers rethink the ways they reach and engage with decision makers and influencers throughout the buying process. This year’s study, conducted in partnership with CFO Magazine, has the added benefit of shedding light on the role and information consumption preferences of the finance organization, in addition to senior business and IT executives. Julie Schwartz will be presenting highlights from this “hot off the press” research and the implications for marketers, as she does every year at the Annual Conference.[/spoiler]
11:30Measuring & Communicating Marketing’s Value
Nick Panayi, Director, Global Brand & Digital Marketing, CSC [spoiler intro=”Read more about the presentation”]Marketing’s visibility and perceived importance across the organization has grown significantly as the buyer’s journey turns more digital than ever. Along with the additional visibility comes the responsibility to clearly and defensibly articulate the value of marketing investments and contribution to accelerating the sales funnel. In this presentation Nick will share how CSC is meeting this challenge. He will provide a “deep dive” on the specific digital infrastructure investments that make it possible to track and manage a broad array of KPIs across the entire marketing discipline, the business processes and “big data” techniques that allow us to develop predictive models to improving ROI, and the extensive executive dashboards that allow us to keep a daily eye on our course and speed across key global marketing metrics.[/spoiler]
12:15 pmNetworking Lunch – Table Topics
1:30Enabling Sales with New Playbooks, Mobile Apps, Services-led Offers and More
Barb Robidoux
, Vice President, Services Marketing EMC
2:15Developing Thought Leadership Sellers: Can Marketing Meet the Challenge?
Dave Stein, Renowned Sales Consultant, Trainer, Author, and CEO of ES Research Group [spoiler intro=”Read more about the presentation”]The vision of salespeople as thought-leaders has been around for decades. Senior executives want their companies’ salespeople commanding their customers’ interest, respect, and as a direct result, their ongoing business. But for many companies, that’s an elusive goal. And not achieving that goal has a big price—commoditization of your products and services, lower margins, stalled sales opportunities, and business lost to less-qualified competitors.During this session, Dave Stein will take us through the root causes of the thought-leadership selling challenge, some staggering statistics, and several proven strategies that Marketing must adopt in order to begin transforming sales reps into thought-leadership sellers.Specifically you’ll:
  • Understand why this is a challenge that is not often overcome
  • Recognize sales management and sales rep traits that literally prevent a thought-leadership sell
  • Learn what learning and training should be applied as a component of a solution
  • Identify potential shortcomings in product/service management that will inhibit a thought-leadership sales approach
  • Confirm that an effective qualification process will highlight those customers where a thought-leadership sale will work
  • Compare the benefits of selling skills, product/service knowledge, company knowledge, industry knowledge, and financial acumen
  • Understand how several leading sales performance improvement providers guide their clients through overcoming this challenge[/spoiler]
3:15Networking Break
3:45Marketing 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
4:45Day One Wrap-Up
Dave Munn, President & CEO, ITSMA
6:00Networking Reception
6:30Light Dinner
7:30Marketing Excellence Awards Ceremony


7:30 amContinental Breakfast & Networking
8:00Welcome Back & ITSMA Update
Jeff Sands, Vice President, ITSMA
8:30Powering Growth Through Digital Advantage: The B2B Perspective
David Edelman
, Partner, Marketing & Strategy Practice, McKinsey & Co.
9:15Engagement in the Era of the Millennial
John Della Volpe, Founder & Managing Partner, SocialSphere, and Director of Polling at Harvard’s Institute of Politics
10:00Networking Break
10:15Marketing 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
11:15Networking Break
11:30Best 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
12:00Transition Break
12:15 pmBest 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
12:45Transition Break
1:00Conference Wrap-up, Networking Lunch, Prize Drawings
1:30-3:00Topical Workshops

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