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Business Marketing "Beyond the Plan": Keys to Execution and

This page presents the purpose and agenda for a conference on building the business case for business marketing. The conference was held February 7-8, 2002, in Atlanta, GA.

Business Marketing "Beyond the Plan": Keys to Execution and "Getting it Done"

  • Growing in today's markets
  • Innovating for new opportunity
  • Creating and harvesting new value
  • Overcoming obstacles-execution
  • More…

The 10th Joint Conference of the
Institute for the Study of Business Markets
Smeal College of Business, Penn State

and the

Center for Business and Industrial Marketing
Robinson School of Business, Georgia State

Business Marketing "Beyond the Plan": Keys to Execution and "Getting it Done" (.pdf 68Kb) *Acrobat

February 26-27, 2004
Renaissance Concourse Hotel
Atlanta, Georgia

View a Brainshark presentation by ISBM Executive Director Ralph Oliva at:

www.feb04p.isbm.org

Benchmark approaches and cases-Insights from:

  • Dr. Michael Raynor, Deloitte. Co-author (with Dr. Clayton Christensen) of The Innovator's Solution-Creating and Sustaining Successful Growth
  • Dr. Amir Hartman, Mainstay Partners. Author Ruthless Execution: What Business Leaders Do When Their Companies Hit the Wall
  • Rick Smith, Spencer Stuart. Author, The 5 Patterns of Extraordinary Careers
  • Tom Nagle, Strategic Pricing Group. Author, The Strategy and Tactics of Pricing
  • Dan Edgar and Bob Cooper, DuPont Consulting Solutions
  • Helene Mathern, VP Global Marketing Process, Unisys and Jeff Lowe, Director, Venture Communications
  • William Shaw, PPG Automotive Refinish
  • Susanne Perrone, VP Marketing eBusiness/TeleWeb, Xerox
  • and more...

Beyond a Good Plan-Getting it Done!

The 2004-2005 ISBM Trends Study projects that the next challenge for business marketers will be to "lead the charge for growth." Find new demand, get into new markets, develop new offerings. Better deploy the basics: Segmentation, Targeting, Positioning. To do more than plan-to get past constraints, limits, obstacles, changes and get it done!

Signs of Improvement.With Continued Challenges

Across ISBM Member firms, we see signs of an upturn, with mixed signals. Cost pressures continue. Staff working beyond "full load." How do we get things done? Overcome limits and obstacles? Execute with excellence?

Keys to Execution from world thought leaders:

Be the one who brings new insight to your firm on how to grow, implement, and execute in today's business environment. We've gathered world thought leaders on "business/marketing execution," together with benchmark cases from marketers who climbed over obstacles, learned along the way, and "got it done." You'll gain practical insights, tips, traps, tricks...

The Innovator's Dilemma; The Innovator's Solution

At the June 2000 meeting of the ISBM, Dr. Clayton Christensen outlined his now famous Innovator's Dilemma: the Achilles heel larger firms face. How culture and limitations can keep firms from recognizing and profitably executing on the potential of "disruptive" innovation.

Keynote Speaker Dr. Michael Raynor, Dr. Christensen's co-author, will outline The Innovator's Solution. How firms like yours can recognize and go beyond their limits to create and sustain successful growth.

Researcher, thought leader, and business coach Amir Hartman has personally counseled Larry Bossidy, John Chambers, and others on how to move "beyond the wall" to manage through adversity and set the stage for growth and rebirth. Hartman will share insights on Ruthless Execution.

Each ISBM registrant and member firm will receive copies of:

  • The Innovator's Solution and
  • Ruthless Execution

Insights on "getting it done" in today's markets. Important additions to your ISBM library.

And More-Benchmark Cases and Best Practice:
  • Unisys has just installed a marketing dashboard to measure marketing effectiveness and value. Learn about this important new tool.
  • Das Narayandas, Harvard Business School (Teaches the most popular course in the Harvard MBA program-B-to-B Marketing!) Cases/insights on business marketing execution.
  • A DuPont team will share tools and techniques for moving from "data" through "insight" to "bottom line results."
  • Learn how Xerox is mobilizing new web-based market and channel technologies to drive new demand.
  • Gather practical tips from a PPG "fast market penetration" program.
  • Practical new tools for driving business marketing execution from Aprimo.

Back By Popular Demand:

  • Dr. Tom Nagle, Strategic Pricing Group: Beyond Talking About Value-Based Pricing-To the Real Tactics of Getting It Done.

A special bonus for you: The 5 Patterns of Extraordinary Careers.

Are you an Extraordinary Executive?

Are you " getting it done " in your own career?

Thought leader and researcher Rick Smith from Spencer Stuart, author of The 5 Patterns of Extraordinary Careers , has offered a special bonus for our meeting. Visit www.ex.isbm.org today, and answer the questions (in strictest confidence). Rick's dinner talk will highlight how ISBM Members compare to others in his database.

Why Now? Why This Meeting?

  • Insight: Thought leaders/benchmark practitioners/new ideas.
  • Networking: Peers from leading B-to-B firms-renew old acquaintances, make "new connections."
  • Renowned Speakers- Michael Raynor, Tom Nagle, Amir Hartman, Rick Smith, more.

The stage is set for growth and "rebirth." But execution in the markets we face will be tough. Be the leader for "getting it done" in your firm. Don't miss this important meeting!

Agenda
Date Time Event
Wednesday, February 25, 2004
6:30-8:30 pm		 Informal Welcome Reception
Thursday, February 26, 2004 7:30 AM Registration and Continental Breakfast
8:00 Convene
8:30 Keynote Address:
Dr. Michael Raynor, Director, Deloitte
Co-author (with Clayton Christensen) The Innovator’s Solution
“The Innovator's Solution—Frameworks for Continued Growth in Today's Business Markets—Beyond the Limits”
9:30 Networking Break
10:00 Mr. Dan Edgar and Mr. Robert Cooper, DuPont Consulting Solutions
“From Data, to Insight, to Execution:
A DuPont Knowledge Intensity University Case Study”
10:45 Break
11:00 Tom Nagle, Strategic Pricing Group, Author The Strategy and Tactics of Pricin g
“Tactics for Transitioning to Value-Based Pricing”
12:00 Lunch
1:00 pm William Shaw, Director of Marketing,
N.A. Automotive Refinish, PPG Industries
“Fast Action for Market Penetration in a Competitive Market: A Case History from PPG Automotive Refinish”
1:45 Break
2:00 Susanne Perrone, VP, Marketing, eBusiness and TeleWeb, Xerox
“The Web and Xerox Marketing Strategy:
Driving Demand, Decreasing Costs, and Learning Along the Way”
2:45 Break
3:00 Scott Gillum, VP, MarketBridge
Joseph Camaratta, VP Global CRM, Siemens Medical
“B-to-B CRM—Beyond Theory to Execution: Lessons from Siemens Medical”
3:45 Break
4:00 Das Narayandas, Associate Professor, Harvard Business School,
ISBM Doctoral Fellow “Keys to Execution in B-to-B Marketing: Insights from Some Important Cases”
4:45 Summary Insights/Wrap-up
6:00 Reception
6:45 Dinner
Featured Speaker: Richard Smith, Spencer Stuart, Co-author:
The 5 Patterns of Extraordinary Careers
“Unlocking the Potential within Your Organization and Yourself”
(See www.ex.isbm.org )
Friday, February 27, 2004 7:30 AM Continental Breakfast
8:00 Convene
8:15 Keynote Address:
Amir Hartman, Mainstay Partners, UC-Berkeley, HBS Interactive
“Ruthless Execution: Getting Beyond the Wall—to Getting it Done”
9:15 Networking Break
9:45 Joseph Meyer, VP Marketing, Aprimo
“Execution Matters: Leveraging Technology for Outsized Results”
10:30 Break
10:45 Helene Mathern, VP Global Marketing Process Management/
Customer Advocacy, Unisys
Jeff Lowe, Director Strategy & Planning, Venture Communications
“The Marketing Dashboard: Measuring Marketing Effectiveness, Value and Execution at Unisys”
11:30 Summary/Wrap-up
11:45 Adjourn

Location

Renaissance Concourse Hotel
One Hartsfield Centre Parkway
Atlanta, Georgia 30354
Phone: 404-209-9999
Fax: 404-209-7031

Please make your hotel reservations now if needed:

A block of rooms will be held for ISBM until February 4, 2004. Please mention ISBM-Pennsylvania State University for the meeting rate. ($119.00 single/double)

Member Fees

  • $600 by January 23, 2004 (Early Registration)
  • $650 after January 23, 2004

Cancellation Policy

  • On or before January 28, 2004—no fee
  • Between January 29-February 11, 2004?100 fee
  • After February 11, 2004 full conference fee due
  • All substitutions after February 11 will be subject to a $50.00 administrative fee

All participants must register in advance by mail, phone, fax, or e-mail; checks may follow.

Call us right now to register: 814-863-2782.

Remember each current paid member firm is entitled to one FREE attendance at ISBM Members Meetings

For more information contact:

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu

To register: Online registration

Download/View Brochure (.pdf 68Kb) *Acrobat

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