Breakout Sessions

TPSA Summit: Fiction to Fact
April 9-11, 2006 :- San Diego, CA

Demand Generation

Stef Van Aarle, VP of Services Marketing, Lucent
Phil Rosenthal, North American Service Sales, Lucent
Bill Hall, President, Pretium Partners
Closing the Marketing /Sales Gap
In October 2003, Lucent launched Lucent Worldwide Services (LWS) with an aggressive challenge to significantly increase services revenue within a three-year period. This challenge required a dramatic shift from Lucent’s traditional product-centric sales and marketing to a new solutions selling and marketing approach. Van Aarle & Rosenthal will share LWS’ vision for implementing solution selling, the methods they used to align marketing and sales, and specific actions LWS used which improved their marketing and selling effectiveness. They will outline the challenges they initially faced as separate organizations and the power of the partnership they created to institutionalize the principles of solutions-centric selling within Lucent.

Demand Fulfillment

Rodney Johnson, Partner Enablement Consultant, Cisco Systems
Jake Chacko, Sr. Director Business Development, Cisco Systems
Partner Enablement
Cisco’s Partner Enablement (PE) Consultants provide evaluations of partners’ professional services practices with the goal of exploring their readiness to deploy specific Cisco emerging technologies. PE employs a process which
provides partners with reports that compare their sales and delivery capabilities with Cisco’s published best practices. With several engagements completed, the Cisco Partner Enablement team is able to provide benchmark data that clearly illustrates the effectiveness of the program. A partner engagement will be reviewed from its onset through six months after its culmination to demonstrate the impact of PE on partner profitability.

PS Exec Track (by invitation)

Dan Niles, CEO, Neuberger Berman Technology Management,
Portfolio Manager, Satori Funds
Analyst Perceptions
Dan Niles is a widely respected analyst that has covered the technology industry for over a decade. Dan will present his outlook for the technology industry (Continued Expansion or Looming Recession?). He will also discuss trends in consumer spending, business spending, and other macroeconomic factors that impact the technology industry. Finally, he will discuss how he evaluates the potential of technology companies he covers and how service revenues factor into his evaluation process.

Randy Mysliviec, SVP Professional Services, Convergys
From Outsourcer to Trusted Advisor
Convergys’ Information Management Group (IMG) has long provided professional services (PS) to the telecommunications market. However, by 2003, IMG realized that the growth of its PS business was not keeping pace with the opportunity in the market. In order to remedy this situation, IMG created the Professional Services Group (PSG) in 2004 in a bid to boost its PS revenues and market share. Participants will gain the insights into how Convergys was able to turn its IMG professional services business around.

Demand Generation

Richard Scannell, Senior Vice President, GlassHouse Technologies
Kathy Macchi, Principal, Allegro Associates
Maturing the Services Marketing Capability, Demand Generation Roundtable
Selling a technical professional service is just not like selling a technology product. Marketing a service is dependent on defining the business you are in and knowing how you are different from your competition. It is about knowing what your customers really need, positioning yourself right, understanding customer buying behavior and communicating your message. This presentation will show what works and what doesn’t for GlassHouse Technologies. It will also help you learn how to develop a marketing plan that gets senior management buy-in so you can be as productive as you need to be to hit the goals for your business. It will also look at some of the new high-tech marketing options like blogs, pod casts, and other forms of online marketing.

Demand Fulfillment

Jeff Hornberger, Resource Manager, Americas, EMC
Elizabeth Davis, CEO, QuickArrow
EMC, QuickArrow Case Study
Jeff and Elizabeth will present utilization and resource management strategies practiced at EMC and supported by QuickArrow software. They will give an overview of EMC Technical Solutions, discuss its expansion into professional services, and present specific organizational resource management challenges EMC has tried to overcome. They will also discuss the process for selecting a resource management tool, deployment strategies, and measures of the effectiveness of the implementation.

PS Exec Track (by invitation)

Michael Kohlsdorf, SVP Enterprise Services, IKON Office Solutions
Incubating PS
Michael will discuss the challenges of incubating professional services within the walls of a value added reseller. He will discuss the tactics he used to draft and launch a viable PS strategy. Finally, Mike will discuss the tactics he is employing to move the culture of a historically product-centric reseller to understand the long term value of professional service capabilities.

Intellectual Asset Management

TPSA Industry Task Forces Update — IAM Task Force
The objective of this task force is to publish a framework that professional services organizations can use to identify what intellectual assets have the greatest positive impact on performance and profitability. Another objective is to define best practices for managing intellectual assets. Specific topics to be introduced at the Summit:

    • A framework for defining and capturing intellectual assets
    • The three hurdles to leveraging intellectual assets: creation, capture, and refinement
    • Specific member company experiences with approaches and technologies used to manage this
      critical area of professional services

Best Practice Accounting Principles

TPSA Industry Task Forces Update — BPAP Task Force
The objective of this task force is to publish a recommended set of guidelines professional services organizations can use when defining revenue recognition policies for services. The guidelines will be designed to minimize the negative impact on service revenues and service margins. Specific topics to be introduced at the Summit:

    • Three specific challenges to providing Vendor Specific Objective Evidence (VSOE) with bundled engagements
    • A dialogue of how to interpret revenue recognition regulations and the debate between accounting and finance
    • The state of the industry with regards to the recent modifications to revenue recognition rules and the negative impact on service profits

Economic Impact Analysis

TPSA Industry Task Forces Update — EIA Task Force
The objective of this task force is to publish a framework professional services organizations can use to define and defend the total economic impact professional services have on company revenues and profits. Specific
topics to be introduced at the Summit:

    • Measurable metrics that apply to professional services
    • The technology professional services (TPS) value network, a framework for defining the impact of professional services on an organization
    • EIA analysis tables that allow you to calculate measurable metrics
    • A presentation of leading and lagging metrics, with a comparison between different metrics models


PS Exec Track (by invitation)

Stacey White, CFO, Genesys Telecommunications Laboratories
The PS Business Model
Stacey will provide an overview of professional services at Genesys from a financial management perspective. She will present a company snapshot and review financial trends observed from annual and quarterly data sets. In addition, Stacey will discuss the specific lessons learned about establishing a charter for Genesys Support Services and its affect on the professional services business model and in turn the financial
objectives of the company.

Demand Fulfillment

Jodi Cicci, Global PS Tool and Business Process Director, Software AG
Global Service Delivery
Do you belong to a global company with local offices and local practices? How about a global company with
centralized headquarters? The term ‘globalization’ can be loosely or strictly interpreted depending on the
execution. Software AG has approached professional services globalization with various outside consultant studies and internal country initiatives. They will review topics that will provide your organization with a base of knowledge and help set your expectations as you make the decision to move towards globalization.