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Given the changing landscape of the software industry, success is dependent on knowing what's happening today–and where it's going in the future. Software 2008 will help you understand the direction of software industry and how to leverage it for your company. The conference will explore the strategic elements driving the software business today. Tuesday Wednesday

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Tuesday, April 29
10:15 am–11:15 am	Conference Sessions Application Delivery On Demand Despite the rapid deployment of broadband in much of the Western world, it is still challenging to deliver applications to the far reaches of the planet. Few companies have the capital or resources to build dedicated network links for their applications. Instead, most rely on Application Delivery Networks (ADNs) to overcome network latency and congestion while squeezing every drop of performance out of network protocols. These ADNs are far removed from the Content Delivery Networks used to speed up static content. In addition to WAN optimization, they offer a wide range of technology hooks to optimize application delivery worldwide. This session looks at modern ADN technology and the options offered to IT managers. Speaker - Tim Knudsen, Director APS Product Specialist, Akamai S08 Conference Sessions Enabling Business Innovation Through SOA Platforms This session will detail how SOA platforms can enable business innovation helping businesses differentiate themselves and create significant shareholder value. Speaker - Richard Sides, Sr. Vice President, Manufacturing and Logistics, Ramco Systems Speaker - Robert Rodriguez, Senior Vice President, Research - Technology Markets Group, Aberdeen
10:10 am–10:30 am	S08 Conference Sessions SaaS: Overcoming Change Management and Operational Challenges How do you ensure integration with existing systems without compromising security with SaaS? How do you ensure users are trained and any software changes are not going to disrupt integration with existing systems? These are some of the issues that CIOs worry about with SaaS. This session will discuss how vendors and customers are jointly addressing these issues. Speaker - Aaron Harris, CTO, Intacct
10:15 am–11:15 am	S08 Conference Sessions Open Source Landscape This session will explore the top Open Source software categories and the leading vendors in each. The most popular and innovative products in each category will be examined. Speaker - Daniel Kohn, Executive Director, The Linux Foundation Jim Zemlin, formerly executive director of the Free Standards Group, is the executive director of the Linux Foundation. Zemlin previously served as vice president of marketing for Covalent Technologies, the leader in products and services for the Apache web server. Prior to that, he was a member of the founding management team of Corio, a leading enterprise application service provider that had a successful initial public offering in July 2000. Widely quoted in the press on open source and commercial software trends, Zemlin has also been a keynote speaker at industry and financial conferences including Gartner's Open Source Conference, Linux World and OSCON. Zemlin also has a regular column in Enterprise Open Source Journal and is an advisor on open source strategy to various companies and governmental groups including Hyperic, Zmanda and the Chinese Open Source Promotion Union. Enterprise 2.0: What it is and Why it Matters? While Web 2.0 is now considered mainstream, Enterprise 2.0 is relatively new and leverages Web 2.0 technologies in the context of business. This session provides an analyst's view of Enterprise 2.0 - what it is, how it impacts enterprise software and how vendors and IT organizations can use it. This is a must attend session for anyone who wants to get a quick overview of Enterprise 2.0. Moderator - Ken Ross, CEO, ExpertCEO, Inc. Ken is currently the Founder and CEO of ExpertCEO, an exclusive online community for CEOs and other senior executives. Previously, Ken was the founder and CEO of numerous information technology companies including Seriosity, Extricity, Pillar, Documentum and Ross Systems. He has also served as a board member and CEO Coach for a variety of companies including Adaptive Planning, Savvion and Electric Cloud. Ken was a General Partner at RRE Ventures, where he headed the firm's Silicon Valley office. Ken received his B.S. from the Massachusetts Institute of Technology and his MBA from Stanford University. Speaker - Karen Appleton, VP of Business Development, Box.net Speaker - Ross Mayfield, Chairman, President & Co-founder, SocialText The Art of Collaborating for Innovation: Risk-Reward Partnership Software companies operate in a competitive, fast changing market where innovation is the key for domination. Companies need to focus on their core competencies and collaborate with partners who have complementary strengths to find the right synergy. Companies are no longer looking at traditional cost-arbitrage outsourcing models but rather looking for partners to provide the innovation edge with risk-reward models. HCL and CA have entered into an industry first risk-reward partnership, where HCL owns Research, Engineering and Product Support, and CA owns sales and marketing for CA's Threat Management business. We will review this scenario at the session. Speaker - George Kafkarkou, GM and SVP, Internet Security Business Unit, CA Speaker - Sukamal Banerjee, Associate Vice President and Head ISV Business, HCL Technologies S08 Industry Sessions M&A Panel This panel will discuss key issues related to M&A that are top-of-mind for software company CEO/CFOs. Moderator - Jason Greenberg, Managing Director and Co-Head, The Software Group, CSFB Moderator - Steve West, Managing Director and Co-Head, Credit Suisse Speaker - Bill Berutti, Corporate Vice President, Corporate Development, PTC Speaker - Brian Moriarty, Vice President, Business Affairs, Corporate Development & Alliances, Sun Microsystems As Vice President of Business Affairs, Brian Moriarty leads the mergers and acquisitions efforts for Sun Microsystems, a position he has held since 2002. During his tenure, Mr. Moriarty has helped Sun acquire and integrate more than 15 companies (constituting in excess of $5 billion in transaction value), divest several non-strategic assets and raise $700 million in a convertible note placement with Kohlberg Kravis Rroberts & Co. Prior to joining Sun, Mr. Moriarty was Chief Financial Officer of ChartONE, Inc., a venture-backed company and one of the country's largest copiers of medical records. Mr. Moriarty coordinated the company's spin-out from its publicly held parent to several leading venture capital firms. Prior to joining ChartONE, Mr. Moriarty spent ten years in investment banking, most recently with Volpe Brown Whelan & Co. where he led the firm's healthcare M&A efforts. Mr. Moriarty received his Masters in Management from the Kellogg Graduate School of Management where he received the Austin Scholarship and received his Bachelor's degree from the University of California at Davis. Speaker - Sandeep Johri, VP, Strategy & Corporate Development, HP
10:15 am–10:45 am	S08 Industry Sessions How to Structure the Big Deal and Avoid Seller's Remorse Many companies rely on "Big deals" even as the landscape of the industry undergoes significant change. Whether your company relies on SaaS or traditional, enterprise software sales, it's almost certain big-deal discussions will focus on financial concessions well beyond standard discounts. In some deals, a prospect may even want changes in how software is licensed such as an "all-you-can-eat" or enterprise license. The changes may include uncertainty that undercuts negotiations based on value. Failing to extract fair value for your software can lead to downstream regrets.This session will help attendees in structuring large deals that factor in value including: factoring uncertain usage into deal value, communicating that value to big-deal prospects, and improving the chances of doing a deal that also captures fair value. Speaker - Jim Geisman, President, MarketShare PR 2008: Navigating the Changing Media Landscape The more things change, the more they stay the same. The media landscape has been redefined by the shrinking of traditional media channels and the explosion of new media channels that require new tools and new thinking about relationships, audience, conversations, and transparency. But the goal of PR communications is the same as it's always been: reach the right people through the right channels, with the right message at the right time. In this session, we'll explore several case studies illustrating how smart B2B marketers are navigating the changing media landscape, letting their business and communications objectives drive how they integrate the new channels with the old. You'll walk away with the top best practices for leveraging new media as part of your marketing. Speaker - Melissa Neumann, Vice President, Eastwick Communications
10:45 am–11:15 am	S08 Conference Sessions How KnowledgeTree Quickly Grew a Software as a Service Model Using Virtual Appliances and Amazon EC2 With over 400,000 users, KnowledgeTree was already considered a popular choice for easy document management. But the company also wanted to simplify its application distribution without wasting valuable time or money on engineering and infrastructure. Virtual appliances were the answer. The company strategically used the combination of scalable, virtual infrastructure from Amazon EC2 and virtual appliances to offer KnowledgeTreeLive as a hosted solution. This session will review how the company: saving time by using rPath technology to build its virtual appliance format; saving money by avoiding the need to build its own hosted datacenter infrastructure and to re-architect its software for multi-tenancy; and increasing its market share potential in the crowded space of document management products with a competitive, on-demand offering. Speaker - Billy Marshall, CEO, rPath Speaker - Jinesh Varia, Technology Evangelist, Amazon Web Services Jinesh Varia is focused on furthering awareness of web services and inspiring developers to create innovative applications using Amazon Web Services. Jinesh also works with developers on a 1:1 basis helping them implement their own ideas using Amazon's innovative services. You might find Jinesh at the local code camp or involved in all the geeky things that happen in web 2.0 world. Prior to joining Amazon Web Services as an evangelist, Jinesh was involved in an XML Standards-based firm, UBmatrix, as a XBRL Solutions Architect and Software Design Engineer. He was also a developer at Penn State Data Center, Institute of Regional Affairs. Jinesh is originally from India and holds a Master's degree in Information Systems from Penn State University. He plays tennis and loves to trek. S08 Industry Sessions Penetrating Target Accounts with Account-Based Marketing Account-Based Marketing is hot! More and more companies are increasing investments in marketing and sales programs that target individual accounts and prospects. Whether your company calls it 1-to-1 marketing, key-client marketing, relationship selling or something else, this laser focus on a single account is making a big splash in the industry by helping companies to generate demand, increase awareness, and improve their positioning in new and existing accounts. This session will provide an overview of the approach, why companies are increasing investments in it and a number of industry examples. Speaker - David Munn, President and CEO, ITSMA David C. Munn President and CEO dmunn@itsma.com Dave oversees all ITSMA strategy, partnerships, and international operations. He also moderates numerous ITSMA conferences and speaks at a variety of industry and client events. Since joining ITSMA in 1995, one year after its formation, Dave has played a central role in expanding the organization's offerings to include: Best-practice, benchmarking, and customer research; custom consulting and training; and a wide range of member services to help companies improve marketing, sales, and business results. ITSMA now has operations in the U.S., Europe, and Japan, serving over 100 member companies representing close to half of the total Technology & Telecom services revenues generated worldwide. Prior to joining ITSMA, Dave held senior-level field positions with Oracle Corporation and Apple Computer, responsible for marketing products and services to commercial and government accounts. Earlier, Dave was a senior analyst with The Ledgeway Group, where he authored Ledgeway's first "Service Trends and Forecast" study and launched the company's inquiry hotline service. Dave holds a Bachelor of Arts degree in Economics from Denison University and an M.B.A. from Northwestern University's Kellogg School, where he concentrated in Marketing and Corporate Strategy. Dave is a former President of the Alcott Toastmasters Club and an alumni interviewer for Kellogg's MBA program. Reading Your Buyer's Digital Body Language: Online Marketing in a Difficult Economy Today's buyer is online, collecting info and making decisions well before your salespeople are engaged. Marketers, under increased pressure, conduct buyer discussions every day - through campaigns, events and your valuable website. Salespeople need to see buyer activity and intent in order to close sales. How do we close the gap and drive revenue? Speaker - Thor Johnson, SVP of Marketing, Eloqua
11:30 am–12:30 pm	Conference Sessions Grid Computing: When is it Right, When is it Deadly? When Sun first launched its grid computing offering, capacity was quickly snapped up by large-computing applications such as genomics and financial analysis. Since that time, grid and on-demand providers have worked hard to make their applications more accessible to the rest of us. Nevertheless, there are times when using grid computing works well - and times when it doesn't. This panel of major grid computing technology providers will discuss the applications for which grid computing is well suited, as well as those for which it's not the right option. Moderator - Alistair Croll, Principal Analyst, BitCurrent Alistair is a senior analyst at research firm Bitcurrent, covering emerging web technologies, networking, and online applications. Prior to Bitcurrent, Alistair co-founded Coradiant, a leader in online user monitoring, as well as research firm Networkshop. He has held product management positions with 3Com Corporation, Primary Access, and Eicon Technology. Alistair contributes to industry events such as Interop and Web2Expo, and writes for a variety of online publications including GigaOm. He is the author of numerous articles on Internet performance and security, and co-author of Managing Bandwidth: Deploying QOS in Enterprise Applications from Prentice-Hall. Speaker - Jinesh Varia, Technology Evangelist, Amazon Web Services Jinesh Varia is focused on furthering awareness of web services and inspiring developers to create innovative applications using Amazon Web Services. Jinesh also works with developers on a 1:1 basis helping them implement their own ideas using Amazon's innovative services. You might find Jinesh at the local code camp or involved in all the geeky things that happen in web 2.0 world. Prior to joining Amazon Web Services as an evangelist, Jinesh was involved in an XML Standards-based firm, UBmatrix, as a XBRL Solutions Architect and Software Design Engineer. He was also a developer at Penn State Data Center, Institute of Regional Affairs. Jinesh is originally from India and holds a Master's degree in Information Systems from Penn State University. He plays tennis and loves to trek. Speaker - Kirill Sheynkman, Founder, President & CEO, Elastra Mr. Sheynkman is a database software executive who has spent the early part of his career in database sales and technology organizations of Oracle and Microsoft. Mr. Sheynkman was cofounder, President, and CEO of two successful startups: Stanford Technology Group which created the world's first Relational OLAP engine and was acquired by Informix/IBM in 1995 and Plumtree Software which created the world's first corporate portal for heterogeneous information (acquired in 2005 by BEA). Between startups, Mr. Sheynkman was Entrepreneur in Residence at Sequoia Capital. Mr. Sheynkman holds a degree in Electrical Engineering & Computer Science from Stanford University and an MBA from the Haas School of Business at U.C. Berkeley. Speaker - Rajen Sheth, Senior Product Manager, Enterprise, Google Rajen Sheth, senior product manager, is responsible for the development and management of the Google Apps suite of communication and collaboration products for businesses. He brings to Google several years of experience in delivering innovative products to enterprise customers. Rajen joined Google from VMware (a subsidiary of EMC) where he managed the award-winning ESX Server datacenter virtualization software line. He helped drive the rapid growth of the VMware platform, and led the integration of the VMware and EMC product lines. Previously, Rajen was a lead engineer at Zaplet, a Kleiner Perkins startup creating an e-mail based collaboration platform for the enterprise. He also held program management positions at Microsoft within the Windows and Hotmail groups. Rajen graduated from Stanford University with a B.S. in Electrical Engineering and an M.S. in Computer Science. Speaker - Reuven Cohen, Founder & CTO, Enomaly Inc Reuven is a trusted adviser to client executives with strong team leadership, interpersonal and business skills gained at the technical development and ownership level. Extensive system design and implementation skills gained from designing, developing and implementing systems critical to business success for a variety of industries. Experienced at defining a strategic direction and developing the organizational consensus necessary to execute a successful strategy. Capable of leading teams and extracting business value from the application of innovative technology to intractable business challenges. Reuven was recently awarded the 2006 FITC Canadian Software Developer of the Year and was newly elected to the board of Advisors at Seneca-York University. He frequently speaks at conferences in Canada, US and Europe. He is extremely knowledgeable in all facets of emerging enterprise technologies. S08 Conference Sessions The ROI for Social Networking Social networking is a hot topic these days, mostly fueled by consumer applications such as Facebook and MySpace. Facebook alone has been catapulted to "web platform" status with thousands of 3rd party applications being built around an open API. How will businesses leverage the social networking phenomenon? Are we creating value with social networks in business or are we simply creating more distractions? Moderator - Steve Wylie, GM & Conference Director, TechWeb Steve Wylie is the General Manager and Conference Director for the Enterprise 2.0 Conference and Mobile Business Expo, both of which are produced by CMP Technology. Steve formerly co-chaired CMP's annual Interop conferences in Las Vegas and New York. Prior to running conferences, Steve managed CMP's renowned InteropNet, including a multi-vendor test lab geared to evaluate, improve and showcase early implementations of open-standard IT infrastructure technologies. Steve is based in San Francisco, California. Speaker - Anne Berkowitch, Co-founder and CEO, SelectMinds Speaker - John Kembel, Co-Founder and CEO, HiveLive John Kembel, Co-founder and Chief Executive Officer John Kembel is a leader in the design thinking movement, which advocates an experience-centered approach to product design, and places design at the center of corporate performance. As a repeat entrepreneur, John has been creating and bringing new products and technologies to market for more than a decade. He gained experience with startups when he co-founded DoDots, a high-profile, venture-backed internet company. He has directed cutting edge, innovative companies that provide solutions reflecting an elegant mix of sound engineering and top-notch design. He has won national and industry awards in design, and frequently consults as an innovation expert for major consumer product companies nationwide. He is a Consulting Associate Professor and Strategy Board Member for the new Hasso Plattner Institute of Design at Stanford University (the d.school). John has also worked in industry and research environments for companies such as IDEO, Intel, IBM, and Interval Research. He has B.S. and M.S. degrees in engineering and design from Stanford University and an M.S. in Human-Computer Interaction from the School of Computer Science at Carnegie Mellon University. Speaker - John McCrea, VP of Marketing, Plaxo
11:30 am–12:00 pm	S08 Conference Sessions The Impact of SOA on Traditional Middleware Technologies This session discusses the broad differences between traditional middleware and SOA and identifies how SOA renovates the approach to integration taken by traditional middleware technologies. The presenter will also make recommendations for an SOA adoption roadmap to existing customers of traditional middleware. Speaker - Jim Green, CEO, Composite Software, Inc. Jim Green Chairman and CEO Composite Software Jim, a noted enterprise computing technology visionary and roll-up-thesleeves entrepreneur, guides Composite Software strategy and operations. Prior to Composite, Jim served as webMethods' CTO, Executive Vice President of Product Development, and Board of Directors member. Jim was CEO and co-founder of Active Software, where he grew the company from a start-up to an industry leader in Enterprise Application Integration (EAI) software. During his seven year tenure at Sun Microsystems, Jim led the development of the Common Object Request Broker Architecture (CORBA) specification, the industry standard for distributed objects. In previous companies, he achieved several industry firsts by developing networking and distributed computing products. A career long innovator, Jim has created products that have resulted in over $1B of sales. Jim holds both a MS in Industrial Engineering and a MS in Computer Science.
11:30 am–12:30 pm	S08 Conference Sessions SaaS and the Third Wave Having already evolved through two successive waves of adoption and service delivery, SaaS is entering the Third Wave - characterized by an increased focus on mission critical business processes, customized and personalized workflows, and collaboration. Departmental and niche solutions are increasingly giving way to broader enterprise requirements - as users increasingly grasp SaaS' evolving role as a key platform to address "core" business solutions. This presentation will highlight key market trends in SaaS, and build a scenario for how SaaS is likely to evolve over the next three to five years toward its ultimate destination - Cloud Computing. After Mr. McNee's initial remarks, he will be joined in a fireside chat by Aneel Bhusri, President of Workday, who will share his insights and vision vis-a-vis the future of SaaS - not only from the perspective of being the co-founder of an emerging SaaS provider, but also as a former senior executive from a leading ISV, and as a venture investor. Speaker - Andrew Jeffs, Director, Saugatuck Technology Speaker - Aneel Bhusri, President and Founder, Workday Speaker - Bill McNee, CEO, Saugatuck Technology IP Issues in Open Source: What Vendors and IT Buyers Need to Know While being extremely economical, Open Source comes with its own set of IP issues. Buyers and vendors might get burned if they do not address these issues while licensing the software. This session specifically discusses various licensing strategies that companies have employed, and the risks and benefits of these approaches. Speaker - Janet Campbell, Legal Counsel and Manager, Eclipse Foundation The Strategic Considerations and Opportunities of Virtualization for ISVs This session will discuss how the changes introduced by virtualization are impacting ISVs from product support and licensing to new models for distribution and deployment to gain competitive advantage. Speaker - Gaetan Castelein, Senior Product Marketing Manager, VMware Gaetan Castelein is a Senior Product Marketing Manager with VMware, where he leads the marketing of solutions for enterprise applications. Before joining VMware, Gaetan led Product Marketing for Azul Systems, a venture-backed provider of virtualized compute capacity for Java applications. He also led multiple projects for Networking equipment vendors and telecommunications service providers as a consultant with The Boston Consulting Group. He holds an MBA from Stanford and a degree in Electrical Engineering from UCL in Belgium. S08 Industry Sessions Venture Capital Panel What sorts of enterprise software companies are attracting VC financing in the current marketplace, and why? Join us for our distinguished panel's wide-ranging discussion as they addresses the issues facing today's software startup; including: * Where VCs wish to invest...what we see in Series A * How your choice of financing affects your exit outcome * Hot sectors * Business models * Valuation drivers, metrics and dynamics * International factors...How does that change if the company is in India? China? Israel? * Exit strategies * Valuation metrics for acquirors Moderator - Richard Dickson, Corporate Partner and Chair of Startup Group, Fenwick & West Speaker - Glenn Solomon, Managing Partner, Granite Global Ventures Speaker - Navin Chaddha, Managing Director, Mayfield Fund Speaker - Prashant Shah, Managing Director, Hummer Winblad Venture Partners Prashant Shah, Managing Director, joined Hummer Winblad in December 2000. He has been instrumental in many investments including Baynote, Bridgestream, Cenzic, InMage, Jareva Technologies, Krillion, Scalent, SyncVoice, Tizor and Voltage Security. He also observes a number of these boards. In addition, Prashant is an active Charter Member of TiE Silicon Valley (www.tiesv.org), where he is Chair of the Software SIG; and a member of the Board of Trustees for Astia (www.astia.org). Prior to Hummer Winblad, Prashant spent many years defining and launching high tech products. His background spans all seven layers of the OSI stack with product management roles at enCommerce (acquired by Entrust), Cypress Semiconductor and AT&T. Prashant received a BS in Electrical Engineering from the University of Illinois at Urbana-Champaign, and an MBA from the University of Chicago. Speaker - Sanjay Subhedar, General Partner, Storm Ventures
11:30 am–12:00 pm	S08 Industry Sessions How to Close 90% of the Business You Pursue Faster, More Easily, and More Profitably Learn how to identify perfect prospects, gain access to the executive level of their organizations, and leverage your limited sales and marketing resources to close up to 90% of the business you pursue. Grow your business faster, make your sales opportunities more profitable, and get home at the end of each day to enjoy the rest of what life has to offer. Meet StarCite SVP of Sales Patrick Williams, who will offer living proof of what this process will do for your sales organization. Learn how our customers including Taleo (TLEO), iDirect [acquired by VT Systems (VTEE) for $165m], and Kronos (KRON) have used this methodology - called Selling to Zebras - to grow their businesses. Speaker - Jeffrey Koser, Owner, Selling to Zebras, LLC Jeffrey A. Koser has more than twenty-nine years of experience in consulting, executive sales management, business strategy, and business development in various industries. His current consulting customers range from Global 2000 companies to companies aspiring to make an initial public stock offering. Using the Zebra sales methodology, Jeff has established a proven track record of successfully executing business strategies for companies of all sizes in a variety of industries, from emerging to mature markets. Previously, Jeff served as chief operating officer at Baan Supply Chain Solutions. Under his leadership at Baan, revenues grew more than tenfold in fewer than five years. Prior to joining Baan, Jeff held various management and sales positions at companies such as NCR Corporation, MAI Basic Four, and Xerox Computer Services. www.sellingtozebras.com Name: Jeffrey A. Koser Telephone: 414-659-1494 Company: Selling to Zebras, LLC Email: Koserhtk@aol.com Speaker - Patrick Williams, SVP of Sales, StarCite Patrick Williams, Senior Vice President of Sales & Partnerships at StarCite, has over 20 years of technology sales and executive management experience. Patrick brings a proven track record of implementing successful sales organizations and executing high-growth strategies for both pre-IPO and publicly traded global technology companies to StarCite. Prior to StarCite, he was Vice President of Worldwide sales of BackWeb Technologies and Vice President of U.S. sales at Recruitsoft (now Taleo), where new customer revenues increased 78 percent year over year during his tenure. He has also held executive positions at companies including 3Com and Hewlett Packard and ProBusiness. Patrick holds a Bachelor of Science degree in mechanical engineering from the University of Texas at Austin. Making Inside Sales Work: Convert Leads to Opportunities Most organizations are challenged to streamline the lead flow from marketing programs through lead qualification (inside sales) to external sales reps. Leads get lost in the inside sales organization and number of qualified leads developed is low. Marketing gets the blame for ineffective programs. Organizations who primarily rely on tele-sales even face higher pain. This session identifies issues and proposes simple solutions that can increase yield by 200% in less than six months. Speaker - Anil Gupta, Principal, The Applications Marketing Group Anil Gupta is a Principal at The Applications Marketing Group. Anil brings extensive experience in enterprise software having served as Vice President of Marketing and Strategy at companies such as Baan, Niku and Broadbase. At these companies Anil led product marketing, product management and corporate marketing functions. His strengths are in helping clients with positioning, competitive analysis, market sizing, strategic sales tools, lead generation portfolios and ROI models. Anil also brings deep expertise in supply chain, analytics, CRM and GRC space to his clients. He also acts as interim VP of Marketing for small software companies. Anil has contributed articles to leading technology publications and has lectured at Santa Clara University Business School and Stanford University School of Engineering.
12:00 pm–12:30 pm	S08 Conference Sessions OlivaNova-The Programming Machine This session will introduce OlivaNova - The Programming Machine, a technology to achieve The Industrialisation of Software Development. Based on the Object Management Group's (OMG) Model Driven Architecture (MDA) initiative, our models are based on the specific customer requirements, the business logic included. Details will be given on how analysts model the customer's business requirements with OLIVANOVA-Modeler, validates with OLIVANOVA-Validator that the model is complete, correct and non-ambiguous, and how once the OLIVANOVA-Validator detects zero errors, and only in this case, he sends the model by e-mail to OLIVANOVA-The Programming Machine. OLIVANOVA-The Programming Machine transforms our conceptual models into complete business applications that are reliable, function-rich, maintainable, extensible and secure. Ready to install. Complete with full documentation. Speaker - Stephen J. Mellor, OlivaNova, Programming Machine Stephen J. Mellor is an internationally recognized pioneer in creating effective, engineering approaches to software development. In 1985, he published the widely read Ward-Mellor trilogy Structured Development for Real-Time Systems, and in 1988, the first books defining object-oriented analysis. Stephen also published Executable UML: A Foundation for Model-Driven Architecture in 2002. His latest book MDA Distilled: Principles of Model-Driven Architecture was published in 2004. He is active in the Object Management Group, chairing the consortium that added executable actions to the UML. He is is now working on the executable UML foundation standard at the OMG. Perhaps surprisingly, he is also a signatory to the Agile Manifesto. Stephen acts as Chair of the IEEE Software Advisory Board, and is an adjunct professor at the Australian National University. S08 Industry Sessions Best Practices for Building and Growing Your In-Direct Sales Channel Whether you are building a new channel program or want to improve an existing one, there are many factors that impact the success of your channel program. What steps can you take to minimize channel conflict? How can you align your sales organization to make channel partners an extension of your company? How do Software-as-a-Service solutions impact how you incent the channel? This session will look at some of the best practices for building and growing a successful in-direct sales channel within your company. Speaker - Jerry Jalaba, VP Alliance and Partners, Intacct Jerry Jalaba is responsible for managing Intacct's successful channel and alliance initiatives, driving growth through strategic relationships with a variety of partners, including CPA firms, financial and business process outsourcers, value added resellers, solution providers, independent software vendors, distributors, systems integrators, and consultants among others. Jerry has more than 25 years of experience in sales, channels, and marketing. Jerry joined Intacct from Google, via their acquisition of communications security and compliance leader Postini, where he was vice president of worldwide alliance and channel sales. In that position, he helped to accelerate growth via highly successful channel initiatives. At Postini, Jerry developed and executed a diversified strategy for global channels in a software as a service (SaaS) business, and contributed triple-digit year over year growth across a broad set of business partners. Jerry started his career at IBM in a variety of sales and marketing management roles over a 13-year period. He then spent five years at 3Com, where he was vice president of North America sales and vice president of worldwide sales operations. For the past ten years, Jalaba has invented and implemented creative distribution strategies as vice president of sales and channels at fast growing companies including Vertical Networks, Ramp Networks, Palm, Postini, and Google. Outsourcing 3.0: India, The Market and The Factory for Building Software Products Software outsourcing has evolved over the last two decades. In this session you'll learn how software outsourcing has moved beyond cost-arbitrage to partnerships to build products with faster time-to-market and lower risks of engineering failure. The Web 3.0 framework will be used to describe best practices of managing distributed software product teams. Get details on the availability Indian software talent and some of NASSCOM's initiatives to maintain India's leadership in software outsourcing. Rapid growth rates in the Indian economy has created several exciting opportunities for software products to be built for the Indian market. You'll understand the market size and the dynamics of the Indian market and consider India as a market for launching innovative software products. Speaker - Anand Deshpande, Managing Director, Persistent Systems Limited As the Founder, Chairman and Managing Director of Persistent Systems, Dr. Deshpande's vision created a distinctive business that was focused on outsourced product development. Dr. Deshpande, who embarked on as a hands-on techie, used his expertise in Data Management Systems to boot-strap a small boutique shop in 1990. In the course of time, under his leadership, Persistent has grown tremendously with a host of satisfied customers. Dr. Deshpande completed his graduation in B. Tech (Hons.) in Computer Science and Engineering from IIT, Kharagpur, and Ph.D. in Computer Science from Indiana University, Bloomington, Indiana (USA). After his Ph.D., he worked at Hewlett-Packard Laboratories as a Member of Technical Staff in Palo Alto, California. He is a member of the Association for Computing Machinery (ACM), Institute of Electrical and Electronics Engineers (IEEE), Computer Society of India (CSI) and Young Presidents' Organization (YPO). He currently serves on the Executive Committee of the National Association of Software and Services Companies (NASSCOM) and Mahratta Chamber of Commerce, Industries and Agriculture (MCCIA). He has been the President of Software Exporters' Association of Pune (SEAP) for 2005-06 and 2006-07 and Chairman of the Pune Chapter of Computer Society of India for 2003-04 and 2004-05. He is an active member of the Database Community and has served as the Industrial Program Committee Chairman for Very Large Data Bases (VLDB) 2007 in Vienna, International Conference on Data Engineering (ICDE) 2005 in Tokyo and Database Systems for Advanced Applications (DASFAA) 2008 in New Delhi. He was actively involved in organizing VLDB 1996 in Mumbai and ICDE 2003 in Bangalore. He was the Organizing Chair of the Conference on Management of Data in 2005 at Goa.
3:45 pm–4:45 pm	S08 Conference Sessions RSS, Search and Enterprise Mashups: Connective Tissue for Enterprise 2.0 Business technology is changing as users demand greater flexibility and effortless access to information when and where they want it. RSS, Search and Mash-Ups are some of the technology underpinnings that will enable the transition to 2.0 and change the future of how we work. This session explores these technologies and their profound impact on business. Moderator - Steve Wylie, GM & Conference Director, TechWeb Steve Wylie is the General Manager and Conference Director for the Enterprise 2.0 Conference and Mobile Business Expo, both of which are produced by CMP Technology. Steve formerly co-chaired CMP's annual Interop conferences in Las Vegas and New York. Prior to running conferences, Steve managed CMP's renowned InteropNet, including a multi-vendor test lab geared to evaluate, improve and showcase early implementations of open-standard IT infrastructure technologies. Steve is based in San Francisco, California. Speaker - Greg Reinacker, CTO, Newsgator Greg Reinacker is the Founder and CTO of NewsGator Technologies. Greg's background includes technical consulting work for companies such as Galileo International, as well as several commercial software ventures with companies such as McGraw-Hill. Greg is recognized as a thought leader in the weblog and RSS arenas, publicly speaks about RSS, and is a vocal proponent of business uses of RSS and syndication technologies. Greg holds a B.S. in Electrical Engineering from the University of Colorado in Boulder. Speaker - Mathias Turck, , Global Solution Architect, Secure Enterprise Search, Oracle Speaker - Rene Bonvanie, SVP, Serena Software The State of the Union on SOA This session provides a brief background of Services Oriented Architecture (SOA) and discusses the current vendor landscape. Learn current approaches by customers, identify the good, the bad and the ugly in such approaches and discuss where SOA is going. This session is recommended for anyone who wants a comprehensive business perspective on Services Oriented Architecture. Speaker - Chris Howard, Vice President, Burton Grouop Chris Howard is VP and Director for the Executive Advisory Program at Burton Group. As a speaker, Mr. Howard is in demand for his thoughtful discussions of technology and society, and brings interdisciplinary perspectives to his topics. His research focus spans enterprise and application architecture, user experience, organizational dynamics, modelling and process design. Prior to joining Burton Group, Mr. Howard was an enterprise architect at U.S. Bank, and led consolidation efforts for development frameworks and channel renewal. In addition, he has been part of the academic community for the past 20 years as an associate professor and guest lecturer at major schools in North America and Europe. He serves as chairman of the industry advisory board for the College of Applied Science at the University of Cincinnati. The New SaaS Model: Designing, Distributing and Monetizing Applications This panel will discuss the business transformation in the new post Web 2.0, distributed flat world that is leading to increased SaaS adoption, new classes of applicatons and mashups, and frictionless business models. The panel will elaborate on the emergence of new SaaS platforms and the opportunities for the new breed of ISVs that are shaping this new world. Moderator - Shankar Iyer, Vice-President, Strategic Initiatives, Webex Speaker - Dan Carmel, CEO, SpringCM Dan Carmel is the CEO of SpringCM.com, the leading provider of enterprise document management and workflow on-demand. Prior to SpringCM, Mr. Carmel served as an Executive in Residence at Foundation Capital a leading Silicon Valley Venture Capital firm. Before joining Foundation Capital, Mr. Carmel was CEO of Itemfield, which was acquired by Informatica in December 2005, and VP and General Manager of the Legal / Professional Services business unit for Interwoven where he developed the strategies that made Interwoven the leading provider of document manage solutions to the legal accounting and professional services markets. Mr. Carmel was also the 4th employee of the Vantive Corporation a leader in Customer Relationship Management solutions, which was acquired by Peoplesoft. Speaker - Jason Lemkin, CEO, Echosign Speaker - Raghu Raghavan, CEO, ActOn Software How Digital Killed the Analog Store: Open Source and SAAS Solutions Virtualize Global IT Delivery The intent of this presentation is to review emerging best practices for provisioning and supporting IT requirements nearly virtually to deliver superior solutions on a subscription basis. It will show how to deliver reliable IT without traditional large investments in data centers, hardware, software, services and staffing. It will also show how digital killed traditional music distribution, and relate this to how virtual IT through Open Source and SAAS will cut the trend towards large hardware investments or outsourcing. Speaker - Doug Harr, CIO, Ingres Chief Information Officer of Ingres and Resident Music Aficionado Doug Harr is the chief information officer for Ingres and a music lover at heart. During his career, Doug has focused on building Information Technology and Professional Service organizations that design, deliver, and support business solutions. These solutions have involved multiple technologies, applications, and industries. In off hours, Doug works diligently to keep up with new musical groups and attend as many concerts as possible. Doug and his IT team have implemented an innovative approach to IT by staying clear of the closed source perpetual license models and focusing solely on SaaS and Open Source solutions to get the job done. Prior to joining Ingres, Doug acted as CIO at Portal Software. He was also the senior vice president of professional services at Core Technology Group, Inc., a provider of services to deploy packaged and custom business applications to a wide variety of clients. Doug holds a Bachelor of Science in Business Administration with a Computer Science (MIS) minor from California Polytechnic State University, San Luis Obispo. He is a member of the Consortium for Information System Executives (CISE), and is guest lecturer for the MBA program at San Francisco State University. Lost in Translation Learn what you should know about negotiating outsourcing contracts, especially with offshore vendors, and apply those concepts in emerging SLAs with SaaS vendors. Speaker - Vinnie Mirchandani, Founder, Deal Architect S08 Industry Sessions Leveraging Your People Assets - CEO Panel The panel explores people related issues in driving the success of the startup. Topics to be discussed include hiring the right team, leveraging the board and what to look for in advisory boards. Moderator - Byron Deeter, Partner, Bessemer Venture Partners Byron Deeter is a Partner in BVP's Menlo Park office after having previously been a successful entrepreneur, investor, and consultant. At Bessemer, he focuses on investments in the software, Software as a Service (SaaS), and Internet sectors. Byron currently sits on the Boards of Cornerstone OnDemand, Eloqua, Retail Solutions, Sparter, and Wize. Most recently, Byron was an executive at IBM, as a result of its 2004 acquisition of Trigo Technologies, the product information management company that he co-founded. At Trigo, Byron served as founding President & CEO, then became Vice President of Business Development as the company grew to profitability, 150 employees, and a $40+ million run-rate. BVP worked closely with Byron and the executive team after Trigo's founding in 1999, and invested in all institutional financing rounds. Prior to Trigo, Byron worked in private equity with TA Associates where he focused on technology investing. He came to TA from McKinsey & Company, where he was involved with Fortune 500 clients in the media and technology markets, and was active in McKinsey's Innovation and Technology Management practice. Byron holds a degree with honors from UC Berkeley in political economy. He was named a California Emerging Leader Scholar and an Alumni Scholar, and was a varsity member of Cal's national championship rugby team. Speaker - Brian Zanghi, President/CEO, Kadient Speaker - Indu Navar, CEO, Serus Speaker - Steve Adams, CEO, Sabrix Enterprise Software Pricing: Approaching the Tipping Point for a Collapse? Most software buyers are struggling to achieve a level of effective software usage that delivers promised business results. As visibility into software utilization continues to increase, many software providers will find their license / maintenance prices under immense pressure to decline. While posing a significant revenue risk, proactive software providers can turn this challenge into a new revenue opportunity. This session will reveal 4 critical leadership acts that software executives must make to maintain sustainable revenue growth. Speaker - Chris Dowse, CEO, NeoChange Chris Dowse is Founder and CEO of Neochange, the leading management consulting firm focused exclusively on the complex challenge of Effective User Adoption. Neochange is based in San Francisco with resources in the UK and Australia. Using Neochange's innovative Adopt IT methodology Neochange has consulted with executives of Fortune 500 companies such as Wells Fargo, Cisco, Walgreens and McKesson to help mitigate adoption risks and manage business transformations in the areas of IT management, CRM and Enterprise Risk Management. Neochange is currently retained by various industry-leading ISV's to develop and execute their user adoption solutions / practices. Chris is a cited industry thought leader on organizational adoption and software-driven transformations. His research and opinion papers have been published in various technology channels such as Information Week, Sandhill.com. Chris frequently presents at C-level events and round tables on the leadership challenges associated with transforming software companies and corporate IT. Speaker - Stephen Hamilton, Managing Director, NeoChange
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Wednesday, April 30
10:15 am–11:15 am	S08 Conference Sessions Moving to SaaS: Best Practices and Pitfalls Software-as-a-Service applications are often cheaper, more reliable and better performing than their in-house alternatives. Many SaaS firms started as Application Service Providers relegated to niche applications like payroll, and sold to small businesses unable to run their own infrastructure. Today big business depends on heavyweights like Salesforce.com, ADP, Taleo, RightNow and Netsuite for mission-critical parts of their business. Embracing SaaS can be a challenge. IT managers are giving up control and visibility. There may be privacy and regulatory issues. Reporting and enforcing service levels is difficult and different. Using real-world examples from some of the largest SaaS firms in operation today this session looks at the best practices - and common pitfalls- of moving significant business processes to a SaaS model. Speaker - Alistair Croll, Principal Analyst, BitCurrent Alistair is a senior analyst at research firm Bitcurrent, covering emerging web technologies, networking, and online applications. Prior to Bitcurrent, Alistair co-founded Coradiant, a leader in online user monitoring, as well as research firm Networkshop. He has held product management positions with 3Com Corporation, Primary Access, and Eicon Technology. Alistair contributes to industry events such as Interop and Web2Expo, and writes for a variety of online publications including GigaOm. He is the author of numerous articles on Internet performance and security, and co-author of Managing Bandwidth: Deploying QOS in Enterprise Applications from Prentice-Hall. SOA Case Studies This session will review multiple case studies of how customers are using SOA technology to increase flexibility and reduce integration costs. Speaker - Harald Kirschner, OlivaNova, Programming Machine The Convergence of Open Source and SaaS Open Source and SaaS are converging to fundamentally change the economics of enterprise software. This convergence will radically alter the selection, investment, deployment, operations support and upgrade models that organizations use today. What does this convergence mean to vendors and to customers? A panel of vendors, customers and analysts discusses these issues. Speaker - Jeff Kaplan, Managing Director, THINKstrategies, Inc. Jeff Kaplan is the Founder and Managing Director of THINKstrategies, a strategic consulting firm that helps IT enterprise decision-makers with their sourcing strategies; solution providers with their marketing strategies; and venture firms with their investment strategies. Jeff is also the founder of the Software-as-a-Service (SaaS) Showplace online directory. (www.saas-showplace.com) Prior to forming THINKstrategies, Jeff served as Vice President of Marketing and Business Development at InterOPS Management Solutions, and was Director of Strategic Marketing at International Network Services (INS) and subsequently Lucent Technologies, which acquired INS. Jeff also spent thirteen (13) years as a leading industry analyst at IDC, Dataquest and META Group. Jeff is a frequent speaker at industry conferences and contributing columnist for BusinessWeek, Mass High Tech Journal, Financial Times of London, NetworkWorld, Business Communications Review, ComputerWorld, InformationWeek, Managing Automation, and the Web Hosting Industry Review on topics ranging from SaaS to managed services, utility computing to outsourcing strategies. For more information, visit his site at www.thinkstrategies.com, or contact him at jkaplan@thinkstrategies.com. Platform-as-a-Service and the SaaS Ecosystem: The Next Wave of Enterprise 2.0 Enterprises are now able to combine "Platform-as-a-Service" technologies, Enterprise2.0 strategies, open source products, and SaaS offerings into a broad "suite" of highly tailored applications. Companies like Salesforce.com, Cisco/Webex, Adobe, Facebook, Google, and Yahoo are all creating platforms and making powerful web services available that dramatically change the technical environment for enterprises and vendors. Hear about the genesis of the Force.com platform and Salesforce.com's ecosystem strategy to help develop the market for their customers. Hear from several "best of breed" SaaS vendors in the Financials, Marketing, and HR segments about how they are using these platforms and services for the benefit of their customers. Moderator - Byron Deeter, Partner, Bessemer Venture Partners Byron Deeter is a Partner in BVP's Menlo Park office after having previously been a successful entrepreneur, investor, and consultant. At Bessemer, he focuses on investments in the software, Software as a Service (SaaS), and Internet sectors. Byron currently sits on the Boards of Cornerstone OnDemand, Eloqua, Retail Solutions, Sparter, and Wize. Most recently, Byron was an executive at IBM, as a result of its 2004 acquisition of Trigo Technologies, the product information management company that he co-founded. At Trigo, Byron served as founding President & CEO, then became Vice President of Business Development as the company grew to profitability, 150 employees, and a $40+ million run-rate. BVP worked closely with Byron and the executive team after Trigo's founding in 1999, and invested in all institutional financing rounds. Prior to Trigo, Byron worked in private equity with TA Associates where he focused on technology investing. He came to TA from McKinsey & Company, where he was involved with Fortune 500 clients in the media and technology markets, and was active in McKinsey's Innovation and Technology Management practice. Byron holds a degree with honors from UC Berkeley in political economy. He was named a California Emerging Leader Scholar and an Alumni Scholar, and was a varsity member of Cal's national championship rugby team. Speaker - Adam Miller, CEO, Cornerstone OnDemand Adam Miller President and CEO As founder, President and CEO of Cornerstone OnDemand, Adam Miller is responsible for creating and driving the long-term vision for the company, which has enabled triple-digit growth in each of the last three years. Under Miller's direction, the company has achieved a leadership position in the fields of on-demand talent management and online education. Industry experts, including Gartner's research team, have recognized Cornerstone OnDemand as visionary. Miller blends his extensive background in finance, business, technology and law to guide Cornerstone OnDemand. Miller served time as an investment banker, with a focus on media and technology banking, with both Schroders (now Citigroup) and an international affiliate of Montgomery Securities (now Bank of America). During that time, he managed equity and debt transactions, as well as M&A activity, for both public and private corporations. Miller honed his entrepreneurial skills as a small business consultant with the Card Group, supporting business planning and development efforts, and as a small business owner. Miller holds a JD from the UCLA School of Law, an MBA from the Anderson School of Business, a BS in System Analysis from the Wharton School and a BA in European History from the University of Pennsylvania. He is a CPA and has Series 7 certifications. Miller also has co-authored two books: Business Capital for Women and Managing your Inheritance. Miller lives in Los Angeles with his wife Staci and their children, Hayden and Madison. Speaker - Bobby Napiltonia, SVP WW Channels & Alliances, Salesforce.com Speaker - Mike Braun, CEO, Intacct Mike joined Intacct as CEO in February, 2007. He has over 36 years experience in the information technology industry and has been CEO of three Silicon Valley companies and General Manager of four major businesses at IBM. Most of his experience has been working in businesses based on advanced technology in the early stage of market adoption or helping businesses grow around a new vision. As CEO of Neuron Data, he transformed it into Blaze Software which went public in 2000 and is now part of Fair Issac Corporation. In the mid 1990's, he led Kaleida Labs, the pioneering multimedia joint venture of Apple and IBM, and most recently co-founded The Interim CEO Network, Silicon Valley's #1 source for interim leadership. His IBM career spanned 23 years, customers of all sizes, and products as diverse as software, servers of all sizes, PC's and even typewriters. Habitually "on the edge" of new trends like on demand application solutions, Mike also was a founder and VP of IBM's Multimedia Division in 1990 and started its Fireworks Partners venture fund in 1992. He formed the Interactive Multimedia Association in 1991 and served as its chairman until merging with the Software Publishers Association in 1996. He helped launch SNA in 1977 and the original IBM PC in 1981. He has also been a guest lecturer in the entrepreneurship programs at Stanford's Graduate School of Business and Santa Clara University. He currently serves as Lead Independent Director of the Board of Callidus Software (NASDAQ: CALD). He has a BA in Psychology from the University of Rochester and also an MBA from its Simon School. Speaker - Steve Gershik, VP of Marketing, Eloqua Steve Gershik is vice president of marketing innovation at Eloqua, a leading provider of lead management software. At Eloqua he's responsible for channel and customer marketing, as well as demand generation. He authors The Innovative Marketer blog and Podcast. Before Eloqua, he was responsible for online marketing at Nuance. He's consulted for Apple, HP and Tektronix and has taught writing at Stanford University. S08 Industry Sessions Growth Challenges: How To Thrive And Survive In Good Times--and Bad - CEO Panel "Growth is a will-of-the-wisp. Sometimes you can grab it, tame it and make it do what you want. Other times, without any rhyme or reason, it just evaporates in your hands. Hear how several CEOs successfully conquered this will-of-the-wisp as they dealt with issues like the following. What pitfalls should you avoid when you are creating and managing your way through the challenges of rapid growth? What actions can you take to keep your company afloat during the damaging impact of a demand drop-off in an economic downturn? What skills must you, as a CEO, develop to successfully negotiate your way through the growth stages of start-up, adolescence and maturity? " Moderator - Brian Turchin, President, Cape Horn Strategies Since 1998, when he founded Cape Horn Strategies, Inc., his management consultancy and research services firm, Brian Turchin, a 30+ year software industry veteran, has helped small software companies grow their businesses. He is a requested speaker both nationally and internationally on the topic of software company growth chokepoints. He spoke on this subject at last year's Software 2007 conference. And he was invited to speak at an IT Outsourcing conference in Beijing, China. He has presented several online courses for SoftwareCEO's online Software University. And he presents annually at the Software Business conference. He writes extensively on the subject of success in the software industry. For www.sandhill.com, he has contributed several articles on software company growth. And for Software Business magazine, an industry trade magazine, he wrote an "Executive Strategy" column which explored the topic of "Sustained Success." He founded and runs two Software CEO roundtables, one in Long Island and one in Manhattan. In these peer mentoring roundtables, he brings together monthly a group of non-competing software CEOs to discuss critical business issues in a confidential setting. He is a member of Standard and Poor's Society of Industry Leaders where he provides advice to institutional investors on software companies. And he is a judge for Software and Information Industry Association, the largest such association in the U.S, annual Codie Awards, which awards software as "best" in a particular software category such SaaS. Speaker - Chetan Saiya, CEO, Assetlink Chetan Saiya is the founder and CEO of Assetlink Corporation, a California based software company pioneering a new application area called Marketing Operations Management. Assetlink's software helps businesses to improve marketing efficiency and effectiveness. Assetlink's software has been widely used by Global 1000 financial services, consumer packaging goods, pharmaceutical and automotive companies, advertising agencies and government agencies. By working very closely with some of the largest consumer packaging goods, pharmaceutical and financial services companies, Chetan has gained an in-depth understanding of the marketing strategy, planning, budgeting, procurement, process automation, brand content management process . He has successfully built a global team delivering an enterprise software solution. Prior to starting Assetlink Corporation; Chetan was the founder and CEO of MediaWay, Inc. Chetan started his career as a software engineer at Tandem Computers. Chetan has MS in Computer Engineering from University of Notre Dame, USA and B.Tech in Electrical Engineering from Indian Institute of Technology, Bombay, India. Speaker - Patrick Wack, Chairman, Intralinks Over the last 15 years, Mr. Wack has successfully helped create and lead high growth enterprises in technology and health care services. Most recently, as CEO of IntraLinks, he led the Company from $15mm to over $125mm in revenue. Intralinks is a pioneer & leader in theSoftware-as-a-Service space, with a focus around secure document exchange ad collaboration. The Company was acquired in June 2007 by TA Associates nd Rho Capital . Mr. Wack currently serves as Chairman of he Company. In addition, he is an Executive-in-Residence at Soros private equity Speaker - Peter Lee, CEO, Data Synapse Speaker - Tim Miller, Rallydev, CEO Tim Miller is a serial entrepreneur with over 14 years experience in managing, building and growing software companies from startup to Fortune 1000. Before joining Rally as CEO, Tim started Avitek, a 40-person, custom software development firm. He grew Avitek to over $10 million in revenues before BEA Systems acquired Avitek in 1999. Tim helped create BEA's highly successful Portal Development Group and then served as Vice President of BEA's Accelerated Development Centers where he managed over 150 employees and over $40 million in revenue. Tim is actively involved in his community as a member of Social Venture Partners and is a member of the Rocky Mountain Chapter of Young Presidents' Organization. He received his MS degree from the University of Colorado at Boulder, a MBA from ASU at Tempe, and a BA in Economics from the University of Colorado at Boulder.
10:15 am–10:45 am	S08 Industry Sessions Selling to the CIO Every software salesperson claims their solution will help the customer save money or increase profits. As a result, the CIO seldom believes these claims. Today, it takes a comprehensive strategy to winover the CIO. A strategy that enables a salesperson to differentiate himself from the competition through value - strategic value, operational value, political value, and psychological value. Speaker - Steve Martin, Founder, Heavy Hitter Selling Seven Rules for Kick-Ass Market Positioning The valuations of market category leaders are 10X of their competitors. Yet, building a leadership position in established and emerging market categories remains elusive for most enterprise technology companies. In this session Chris Roon of Marketing Arts describes a new approach to company positioning that has proven to drive leadership positions and serve as a catalyst for revenue stimulus and category changing buying criteria. Topics covered include: seven winning rules for differentiation; strengthening and improving your position in a market; shanging the rules of the game in the category; creating the need for a new market category or category extension; influencing the formation of the market agenda; owning the buying criteria for sales cycles; and winning leadership positioning strategies and techniques. Speaker - Chris Roon, Managing Director, Marketing Arts Chris Roon is partner of Marketing Arts, Inc. with over 20 years of enterprise software product management, marketing and sales experience. Chris helps unblock critical marketing strategy problems and specializes in creating break-away positioning and launch strategies for enterprise software, networking and clean-technology companies. Chris will share recent client examples from Marketing Art's positioning process and insight from the compounded, institutionalized knowledge and best practices cumulated from working with over 150 technology companies. Marketing Arts has successfully facilitated marketing strategies for industry powerhouses such as SAP, Microsoft, Symantec, Hyperion, WebEx and Bluecoat as well as category creators including DemandTec, Workday, Helpstream and BDNA.
10:45 am–11:15 am	S08 Industry Sessions David vs. Goliath -- Combining SaaS & Open Source to Beat the Industry Giants The two most powerful forces shaping enterprise software today are software as a service and open source. Previously seen as separate, they are now converging into a single powerful business model destined to become the dominant approach within enterprise software. Bill Soward will discuss how leading companies such as JasperSoft, SugarCRM, Adaptive Planning, and others are combining the software as a service business model with open source development and distribution techniques to scale rapidly and compete effectively against entrenched incumbents. Speaker - William Soward, CEO, Adaptive Planning Demonstrating THE SECRET of Guerrilla Warfare At SW2006 Rick Bennett validated 27 Rules of Guerrilla Warfare. At SW2007 he revealed Larry Ellison's Law. In this session, he'll show startups The Secret of Warfare Against Overwhelming Odds. Speaker - Rick Bennett, President, Rick Bennett Advertising Rick Bennett is the one-man ad agency who took Oracle from $15 million to its first billion-dollar sales year. His guerrilla marketing has helped create billion-dollar companies (Oracle and Salesforce.com, to name two), along with numerous $100+-million companies in the computer hardware, database, circuit design and artificial intelligence industries. His advertising has helped trigger acquisition of his clients?Forté by Sun, Vantive by PeopleSoft, Junglee by Amazon.com, and IntraLinks by TA Indigo Holding Corporation?and his WALL STREET JOURNAL ads secured major equity investments in his clients from Hewlett-Packard and Oracle. On three occasions the WSJ ran regional ads he created for his clients free of charge, nationwide. He learned guerrilla warfare from Tony Schwartz, whose famous Daisy commercial destroyed Barry Goldwater in 1964, and with whom he worked in 1979 to pass Massachusetts' tax-limitation initiative. Mr. Bennett is also a mathematician and inventor covered early in his career by BUSINESS WEEK, THE WALL STREET JOURNAL and other publications. Mr. Bennett created Salesforce.com's frontal assault on Siebel, the most famous of which is their "I will not give my lunch money to Siebel" campaign. He sits on the Safeguard Scientifics (NYSE: SFE) advisory board and is currently engineering BIGFIX's frontal assault against LANDesk, McAfee, Microsoft and Symantec. Quote: "If I'd written Mitt Romney's speech on his religion, he'd have the nomination locked."
11:30 am–12:30 pm