| Tuesday, April 29 |
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| 10:15 am–10:45 am |
S08 Industry Sessions
 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
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| 10:45 am–11:15 am |
S08 Industry Sessions
Reading Your Buyer's Digital Body Language: Online Marketing in a Difficult EconomyToday'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
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| 11:30 am–12:00 pm |
S08 Industry Sessions
Making Inside Sales Work: Convert Leads to OpportunitiesMost 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.
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| 12:00 pm–12:30 pm |
S08 Industry Sessions
Outsourcing 3.0: India, The Market and The Factory for Building Software ProductsSoftware 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.
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| 3:45 pm–4:45 pm |
S08 Industry Sessions
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
| | Wednesday, April 30 |
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| 10:15 am–10:45 am |
S08 Industry Sessions
Seven Rules for Kick-Ass Market PositioningThe 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.
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| 10:45 am–11:15 am |
S08 Industry Sessions
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?Fortι 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."
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