I’ve been asked to highlight my “top picks” for the upcoming TSIA conference in May.
We have a great Service Revenue Generation track lined up for you. Among my favorites are:
Panel: Industry Leaders are Actively Evolving their Business Models for Growth
TSIA has a newly formed community of Service Sales and Marketing leaders. Man, these people are smart. I have immensely enjoyed getting to know each of them and I know you will too. We will have 5 of our Founding Members, including Bryan Belmont of Microsoft, Robert Deshaies of Sage, and Christophe Bodin of BMC Software, join a panel to tackle tough topics that many of you have on your mind. Here’s a sample of the topics:
- Sales Coverage: The pro’s and con’s of various service selling models. Direct sales vs. partner sales. Deploying a dedicated service sales force vs. tapping the product sales force to sell services.
- Service Portfolio: What it takes to build the right service offerings that customers will pay more money for.
- Transition to Cloud Offerings: How quickly are companies shifting their portfolios to Cloud Computing? What are the unique challenges with the transition to cloud computing?
Managing Customer Churn
What I’m finding as I talk with technology companies is that everyone is a hybrid – they have both cloud computing offerings as well as the more traditional maintenance and support offerings. And everyone wants to know how to be successful with their cloud computing customers.
Daniel Bankert of eVault, (a division of Seagate) will share the innovative things he’s doing to not only keep customers but also add more value to them, amidst significant pricing challenges. You will find Daniel to be very passionate about this topic and creative with his solutions.
We all know it’s a dog fight in the market so it costs companies a tremendous amount of money to acquire new customers. Daniel and I have had some lively conversations about “customer churn” and we share the point of view that a hallmark of successful cloud computing businesses will be the extent to which they keep and grow their customers.
Secure Cloud Communications
Torsten Raak of Siemens can’t wait to share the journey Siemens has taken to make bold new moves in their markets.
Siemens Enterprise Communications recently announced the availability of OpenScape Cloud Communications, a public cloud offering with “One Number Service”, Instant Messaging, Web Collaboration, Mobile Access and much more. It’s sold in a 100% indirect model.
Come hear Torsten talk about the extensive market research they conducted in order to determine the components and pricing of this new offer. And how they’re enabling their channel partners to take this new offer to market.
EVERY SINGLE TECH COMPANY I’ve talked with over the past 4 months is re-vamping their service offerings and expanding their service portfolio. Torsten is a Services Marketing wizard and will have “pearls” to share with you.
Value-Added Services – Is the Juice Worth the Squeeze?
Phil Nanus of Symantec will tell his story about the creation of a new portfolio of value-added services that has grown INCREMENTAL service revenue by $130m, while also bringing Symantec closer to their customers.
Symantec was TSIA’s Value-added Services Star Award winner in 2011 and when you hear Phil’s story, you’ll know why. This will be a “how to” session focused on topics including service product management, sales compensation, sales coverage, and much more.
You want to grow your service revenues? Value-added services are a hot ticket.
You certainly won’t want to miss the TSIA conference in May. I personally invite you to join us and be part of this dynamic community of service sales and marketing leaders.
Check out some of our Founding Members who are on our Service Revenue Generation Advisory Board.