Schedule

Workshop: Mapping the Customer Journey - Capturing Value and Growing Revenues

CEOs, VPs of Sales and Marketing, and VPs of Customer Success should consider this workshop if trial conversion rates are lower than expected or needed; Free to paid conversion rates are not performing to plan; churn is higher than your business model predicts or can sustain, upsell is not meeting target, or you need to kick start this process now.

In this workshop, you will learn to  1) Define the customer journey for your key service offerings; 2) Understand milestones such as onboarding, first value, growth and drop-off; 3) Define success and risk indicators for each phase; and 4)Establish strategies to drive adoption.  Leveraging the benchmarks and best practices learned from over 100 SaaS companies, this workshop is built on an implementation framework that is independent of technology choices.  At the end of you the day you will have an initial version of your customer journey map including a definition of “first value” for your customer, a list of engagement signals to monitor on track and off track customers, and ideas for engagement campaigns to help customers progress along their journey.

Additional Fee Required

Leader:

Ken Rutsky, President, KJR Associates

Workshop: Down-to-Earth Pricing for the Cloud

No question about it: your company's products solve BIG problems. But are you getting paid fairly for the value they deliver? Does your pricing model – what you charge for, the packaging, price levels and discounts – help generate the right level of sales? If you attend this workshop you will learn how to develop or improve your pricing model to generate higher levels of revenue, more rapidly and at lower cost. 

We will cover the basics of software pricing and then apply these fundamentals to remotely hosted applications. The content is practical and down-to-earth, drawn from consulting engagements and industry sources. The materials are constantly refreshed to address changes in the competitive environment and lessons learned.

This workshop is aimed at executives who make or influence decisions about B2B software pricing, packaging and licensing. People who will benefit the most are likely to be CxOs, marketing managers, product managers, and people in finance, among others. The workshop will give attendees the knowledge they need to make better decisions about their pricing model so they can increase or accelerate revenues.

Attendees will receive a hardcopy of the presentation materials. SIIA members will receive a complementary 1-hour consultation.

Additional Fee Required

Leader:

Jim Geisman, Founder & Principal, Software Pricing Partners, Inc.

Speed Networking

AATC2013 officially kicks off with a speed networking session designed to introduce you to a large number of attendees in an efficient and relaxed way.

How it works: you will have brief 3-minute meetings with attendees at the event (one minute per person and one minute for discussion). These quick meetings are the starting point for conversation and networking throughout the conference. Make the most out of your conference investment through this unique session.

Opening Networking Reception

After speed networking attendees are invited to attend our welcome reception located in the Gold Ballroom.

Participation is free; sign-up during your conference registration.

Registration, Breakfast, and Networking

Welcome Remarks

An Analysts Perspective

Presenter:

William McNee, Founder & Chief Executive Officer, Saugatuck Technology Inc.

Keynote

Networking Break in Partner Pavilion

Data: Taking Over the Business World

The data technology landscape is evolving at a rapid pace and significantly disrupting most industries. While we now understand the importance of data analytics, most companies are still in their "data strategy infancy". In this session we will hear from the leaders driving this data evolution. They will provide insight on leveraging data analytics to be succesful today and what's the future of data driven businesses.

Moderator:

Jeffrey Kaplan, Managing Director, THINKstrategies

Panelists:

David Abramson, Director, Product Management, LogiXML

Eileen Boerger, CEO, CorSource Technology Group, Inc.

Cloud + Mobile Monetization

This presentation provides a review of the business strategy and technology platform options for ISVs developing and delivering next generation cloud + mobile solutions. Key differences between the mobile consumer and mobile enterprise markets are explored. Various approaches to implementing enterprise application store concepts are examined. Opportunities to leverage new mobile consumer monetization methods in the mobile enterprise space will be presented. A series of specific cloud + mobile ISV monetization cases will also be reviewed in the context of both the monetization strategies and the related build vs. buy enabling technology platforms.

Presenter:

Russell Hertzberg, Vice President, Technology Solutions, SoftServe Inc.

The Next Generation

The 2013 SIIA NextGen company CEOs come together to discuss the Next Generation of Our Industry. These innovators will share expert advice on starting and growing a business today.

Networking Lunch

Getting to Pay-per-Use Nirvana - Charging Customers for What They Actually Use

Usage based business models bring the long sought after transparency between vendor and end-user to life while providing a plethora of benefits to everyone involved. For end-users it becomes much easier to draw an association to what is being used and what is being paid for and for vendors it is a great way to reach the widest range of markets while making customer lifecycle management much more effective.
 
In this session we will discuss how companies are successfully evolving their business models to charge customers based on actual usage of their solutions using a wide variety of techniques. We will cover the motivation for moving to a usage based model and review real world examples based on work SafeNet has done with SaaS providers and transitioning ISVs around the world to help them effectively monetize their services. 
 
SafeNet's Vice President, Business Development,  SRM Group Shlomo Weiss will cover case studies and practical knowledge to address:

• Usage based pricing - why do customers want it?
• Finding the right model for your business
• Potential pitfalls - what to be aware of
• How to implement usage based pricing models

Presenter:

Shlomo Weiss, Vice President, Business Development, SafeNet, Inc. - SRM Group

VC & Investor Outlook

Leading investors discuss the venture capital state of the industry and provide tips on building a successful company with the right team in place.

Panelists:

Mr. Todd Gardner, CEO, SaaS Capital

Craig Hanson, Partner, Next World Capital

Lars Leckie, Managing Director, Hummer Winblad Venture Partners

Customer Strategy = Success

It is no longer about customer support but rather Customer Success. Today it is essential that companies map our their customer's journey and leverage customer care and analytic tools to enhance the customer experience. In this session you will learn how to transform your company into a customer centric business and build an experienced customer success team. A strong customer focused strategy = Success!

Panelists:

Jan Aleman, CEO, Servoy

Mr. Jim Eberlin, Chief Executive Officer, JBara Software

Dennis Hodges, CIO, Inteva Products LLC

Guy Nirpaz, CEO, Totango

Partnering for ISV Success

The bottom line is that the most successful ISVs today rely increasingly on technology and service provider partners to expand their capabilities, markets, and overall increase their market value. In this session, you will learn new ways to leverage partners to overcome business and technology needs and better serve your customers.

Panelists:

Feyzi Fatehi, Chief Executive Officer, Corent Technology, Inc.

Lou Guercia, President and CEO, Scribe Software

Mr. Kevin O'Brien, Senior Director, ISV & SaaS Strategy for Worldwide Alliances and Channels, Oracle Corporation

David Roth, CEO & Co-Founder, AppFirst

The New Chapter of Marketing

Today's professionals are plugged in, synced, integrated, connected, you name it.  So how can your marketing message reach them through this forest of virtual noise. Join us as marketing experts converge to provide tips and best practices on how to effectively market to your audience.  In this session you'll learn email best practices for segmenting your lists, targeting your messages, and reaching the increasing mobile prospect/customer.

Panelists:

Brian Bell, Chief Marketing Officer, Zuora

Justin Chugg, Director of Marketing, Telarus

Christopher Dean, Chief Revenue Officer, Urban Airship

Empowering Your Mobile Workforce = Success

Business executives today need to be connected with their business at home, at the office, around town, and on the road. The mobile technology landscape is changing fast. If you are not keeping up with this rapidly evolving space you may be holding your workforce back. Here how CEOs are embracing mobile services to empower their workforces all the while maintaining the security of their data and business processes. Empowering a mobile workforce = Success!

Moderator:

Cesare Garlati, Co-Chair Mobile Working Group, Cloud Security Alliance

Panelists:

Sriram Chakravarthy, Vice President of Product & Engineering, TIBCO

Liz Pearce, CEO, LiquidPlanner

Case Study: Successful ISV Partnering in the Cloud

Partnerships can be powerful. By leveraging the collective strengths of two ISVs, both companies are strengthened and positioned for exponential growth through partnership. Cloud companies have even greater opportunity because their model provides for a rapid go-to-market that benefits both their joint customers and the partnership. 

Join Warren Davidson, Director, OEM CLoud, from SuccessFactors and Rick Nucci, Founder and General Manager of Dell Boomi, as they present a case study on partnering in the cloud. They’ll discuss why their OEM partnership has accelerated growth for both companies. You’ll also learn how to partner for success and what you can expect as a result of partnering with another ISV. Along the way Warren and Rick will share some of the possible pitfalls to help you ensure your own success in recruiting, securing and managing partnerships in the future.

Presenters:

Warren Davidson, Director, OEM Cloud, SuccessFactors

Rick Nucci, Founder & General Manager, Dell Boomi

How Leading Marketers are Using Social Media

There is no doubt that social media has the potential to increase brand awareness, drive lead generation, and communicate with prospects. However, most organizations and marketers are still not sure how to fully leverage social media. Yet, research shows that marketers will continue to increase social media efforts and resources. In this session, you will hear how leading marketers are using social media and measuring ROI.

Panelists:

Todd Herrold, Senior Director, Product Marketing, Kenshoo Social

Jason Miller, Social Media Strategist, Marketo

Risk Management & Security = Success

Information risk and security is always top of mind for any business leader. The threats posed to organizations are real and becoming more challenging. Learn how to gain a clear view of your environment and the threats your organization faces as the panel discusses the emerging trends in security and risk management. Security and risk management = Success!

Moderator:

Jeff Spivack, Principal, Grant Thornton LLP

Panelists:

John Boruvka, Vice President, Iron Mountain

Roberto Facundus, Global Compliance Attorney, Salesforce.com

Gerry Grealish, VP, Marketing and Products, PerspecSys

Rand Wacker, VP of Product, CloudPassage

How Cloud Solutions Work Together in an Integrated Fashion

More and more vendors are working together to provide a cohesive environment that supports flexibility and scalability regardless of resources that come in to play. In this session, you will hear how cloud solutions can work together in an integrated fashion to better serve your customers.

Moderator:

Mark Levitt, Director, Business Cloud Strategies, Global Wireless Practice, Strategy Analytics

Panelists:

Gurvinder Ahluwalia, CTO Private Cloud , IBM

Robert Hull, Founder, President, Adaptive Planning

Ross Mason, CTO and Founder, MuleSoft

Ray Solnik, US President, Appnomic Systems

Selling More with Sales Intelligence

Leading companies today are effectively using sales intelligence to gain competitive advantage. In this session, you will hear how leading companies are effectively using real-time insight to better understand prospects needs and interests.

Panelists:

Mark Cunningham, Founder & CEO, Indicee Inc.

Marc Miller, CEO, SpearFysh, Inc.

Margaret Roy, VP Sales & Marketing, GageIn

Networking Break in Partner Pavilion

2nd Annual Who Wants to be a Cloud Geek?

The 2nd Annual Who Wants to be a Cloud Geek gameshow will feature platform, infrastructure, and application providers competing for the coveted title of top Cloud Geek in this lighthearted trivia game.

Join the fun as you watch your peers compete, all the while testing your own knowledge and networking with colleagues.

This will be an opportunity to grab a drink and enjoy a fun session at the end of a busy program day.

Annual Offsite Networking Event

Sponsored by Dell Boomi - The #1 Integration Cloud

You definitely won't want to miss this blow-out event with lots of food, plenty of drink and networking!

Breakfast and Networking

Opening Remarks

Keynote Presentation

Make Yourself Attractive for an Acqusition

The truth is, every tech company is for sale and mergers and acquisitions are the fastest growing exit for venture backed companies. On the flip side, enterprises continue to look for opportunities to set themselves apart from their competitors, fueling M&A activity.  For this session we are bringing together leading M&A executives to discuss the outlook for 2013. What markets will see the most activity in the coming year? They will also share what they look for when evaluating a potential acquisitions. How do you position your company and what synergies need to fall in line to make a company attractive.

Go Beyond Innovation - Be Disruptive

Forget the status quo, you need to bring something new to the table to be successful in today’s economy. You have to look at your product or service in a new light, from a different perspective, and figure out a way to improve the product or service in a way the market does not expect. In this session you will hear from CEOs who have done just that, completely changing their respective markets along the way. Hear how these movers and shakers approached their markets in such a unique way that they distinguished their companies from their competitors and became market leaders. Innovation is a term of the past, today you have to be disruptive!

Panelists:

Christopher Dean, Chief Revenue Officer, Urban Airship

Kris Duggan, CEO & Co-founder, Badgeville

Tom Gonser, Founder & Chief Strategy Officer, DocuSign

Dave Yarnold, CEO, ServiceMax

Networking Break in Partner Pavilion

Featured Presentation

The Next Generation

Analysts Roundup - Your Opportunities Ahead

Back by popular demand! In this session, we put leading analysts on the hot seat as they discuss and debate the conference content and the future of our industry. From the impact of mobile applications, social networks, real-time analytics, and "Big Data", nothing is left off the table. You will leave this session with concrete insight into the opportunities and expert advice on how to increase your market share.

Panelists:

Jeffrey Kaplan, Managing Director, THINKstrategies

Maribel Lopez, CEO, Lopez Research

Bill McNee, Founder & Chief Executive Officer, Saugatuck Technology Inc.

Phil Wainewright, Managing Director, Procullux Ventures

Conference Closing Remarks

28th Annual SIIA CODiE Awards Luncheon