06-2011 Event Review
Posted on | July 15, 2011 | Leave a Comment
“Have we reached the end of B2B marketing in the IT industry as we know it?” with Ann Ruckstuhl, Marketing Executive at Symantec
Reviewed by Tej Ravindra
Ann launched her June 1st talk to our SVPMA group with the following premise. The trifecta of IT consumerization, Internet and the lingering recession has caused fundamental shifts to B2B marketing. The fast pace of IT consumerization mandates marketers to keep pace with the ever expanding and accelerating rate of technology adoption. Unstructured information flow, social media and user generated content have redefined the marketing communications process as well as the sales landscape. In the quest for more direct, efficient and measurable marketing channels, B2B marketers have aggressively embraced B2C marketing best practices, fundamentally changing the way their market to businesses at large. In fact, for many B2B companies, Google and their websites have already become their best sales person.
Ann observes that B2B technology marketing will have to adapt to the shift in the buying behavior of IT organizations which are mimicking consumer buying behavior. Read more
05-2011 Event Review
Posted on | July 8, 2011 | Leave a Comment
“Beyond Projects: Creating A Winning Product Portfolio” with Walter Sun, Principal, PRTM
by Dan Galatin
Walter Sun, a Principal with the management consulting firm PRTM, presented at the May 4th meeting of the SVPMA. He discussed best practices for managing a portfolio of products to maximize its value to the business.
Mr. Sun began by defining product portfolio management as the set of business processes and capabilities that Read more