The Transformation in Partner Marketing: How Digital Platforms, Ecosystems and Customer Buying Habit

SVAMA in partnership with ASAP-Silicon Valley has gathered Silicon Valley thought leaders for this 3rd in a series of Game Changer events. Our panel of industry experts will challenge you to look ahead, identify emerging trends & understand their impact.

The way we market to and with our partners is changing. Driven by digital technology advances, customers are tightly networked to their ecosystems, highly mobile and very social media aware. In short, they are forming new "digital habits" that changes how we influence them.

SVAMA in partnership with ASAP-Silicon Valley has gathered Silicon Valley thought leaders for this 3rd in a series of Game Changer events. Our panel of industry experts will challenge you to look ahead, identify emerging trends, understand their impact and help you prepare for the changes and opportunities ahead.

You'll hear from companies large and small about effective new ways to generate leads and nurture customers through the transformed cycle of awareness, consideration, attraction and decision-making. You'll learn best practices on engaging with ecosystem partners in the battle to control value chains. What technologies will you need to adopt, leverage and throw-out? What does the new distributed marketing and partner organization look like? What's the value to you—and to your company?

Our panel of industry experts will share their insights to help you:

  • Understand how to effectively use digital platform technologies and practices to track and leverage buyer behaviors and interests to generate leads and engage your collaborative sales teams
  • Understand how more highly differentiated market targeting and inbound marketing analysis can take advantage of data gathering and new analytics capabilities
  • Understand how the push-pull dynamics of traditional marketing are being transformed into ecosystem 'interaction' systems
  • Learn how to maximize the impact of collaborative communication technologies and 'orchestrate' the information flow between partners to/from your joint customers
  • Understand how the marketer's role is changing and new skills you'll need to remain relevant

Cost: $25 HBSA Members / $35 non-members

Date & Time
Tuesday, June 12, 2012, 5:30-8:30pm

5:30-6:45pm Reception/Networking
6:45–7:00pm Introduction by Chapter Leaders
7:00-8:30pm Panel Discussion
8:30pm Closing Remarks

Cisco Systems
170 W Tasman Drive, Bldg C
San Jose, CA 95134

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About Our Guests

Raja Sundaram, Vice President, WW Services Partner Organization, Cisco Systems
The Worldwide Services Partner Organization develops and executes strategies that enable Cisco and its partners to profitably grow and transform their services business. In his role, Raja is responsible for Services Partner Go-to-Market Strategies, Programs, Distribution and Partner Development. His global team is chartered to enhance services-led value proposition to ensure partner differentiation and profitability and has received several industry awards for innovations in programs and partner business consulting. Raja has spent 16 years with Cisco, holding various senior management positions across a number of business areas, including Sales, Business Development, Marketing, General Management, Operations and Engineering. He serves on the Executive Advisory Board of the Association of Strategic Alliance Professionals (ASAP) for the Silicon Valley chapter and is the Vice Chair of the Technology Services Industry Association (TSIA) Support Services Partner Community of Interest. Raja holds a MBA from the University of California at Berkeley and a MS in Electrical Engineering from Oklahoma State University.

Sherrick Murdoff, Vice President of Partner Development & Investments,
As Vice President of Partner Development & Investments, Sherrick is responsible for the growth strategy for the partner organization, through corporate development and strategic partner recruitment. He is looking at where needs to be in the future with the partner ecosystem and marketplace. Before this role, Sherrick was the Vice President, Worldwide Partner Management, responsible for the success of system integrators, consulting firms, VARs and resellers who co-sell, resell, implement and go to market with Sherrick has spent 19 years in the area of business and new market development beginning early in his career as a consultant for Price Waterhouse managing the west coast advanced software centers and leading the first web to database project for the firm. He soon found that startups were much more aggressive in technology innovation and joined NetDynamics (lateracquired by Sun) to help them grow their alliance program to 60% of their revenue. Sherrick has been with software companies every since, most recently as CEO of Silver Tail Systems, a provider of advanced anti-fraud detection and disruption software. Previous to that, Sherrick spent four years as the Vice President of Global Alliances and Business Development at iRise, the leading software company for visualizing business applications. At iRise, he created the alliance and channel program, recruited the team and drove substantial revenue in relationships with regional system integrators and global systemintegrators including Accenture, Capgemini, Deloitte, Tata Consultancy Services and IBM Global Services.

Adrian Ott, Award-Winning Author, Speaker and CEO of Exponential Edge Inc.
Adrian is the CEO and founder of Exponential Edge, Inc., was called "one of Silicon Valley's most respected (if not the most respected) strategists" by Consulting magazine. She is the award winning author of The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always Connected Economy, which was named a Best Business Book 2010 by Library Journal. She has worked with some of the most innovative Fortune 500 and start-up companies in the world to gain a market edge in today's exponential economy. Prior to founding Exponential Edge, she was an HP executive who was recognized in an annual report for "infusing HP with new revenue streams and new technologies and new business models." She holds an MBA from the Harvard Business School and a BS from UC Berkeley. She lives in the San Francisco Bay Area.

Asvin Ramesh, Director, Marketing, HCL Technologies
Asvin Ramesh is Director of Marketing at HCL Technologies, a $4Bn IT Services organization where he leads a global team responsible for Marketing and Business Development for Infrastructure services. In his current role, he manages demand generation and market positioning, responsible for over $2Bn of opportunities. Asvin drives adoption of best practices across social media & analytics in the enterprise domain and works closely with influencers in the ecosystem. Prior to his current role, Asvin has played various roles across the customer management lifecycle including Sales, Product Development and Implementation. Asvin has an MBA in Marketing and an Engineering degree in Electronics & Communication.

Co-Moderator: John Soper, Principal and Sr. Consultant, New Paradigms Marketing Group
John Soper is the founded of New Paradigms Marketing Group in 1994, where he has helped numerous Silicon Valley companies find creative business and marketing strategies to bring cutting edge technologies to market., including early Internet to current digital and mobile technologies. He has delivered and implemented successful and innovative business strategies for F100 companies, including Sun Microsystems, SGI, NEC and Siemens; as well as a host of startups, including Business Logic System Business Logic Systems, Instancia, CineLink, Mirage Networks, Escendo, and CRM Alliance. He has also worked in alliances with and provided professional development courseware to many of the key Silicon Valley technology companies, including HP, Cisco, IBM, Oracle and Apple. Prior to founding NPMG, John led key marketing and business development innovations at Sequent Computer, CableData and Prime Computer. Prior to that he broke new ground in developing university-commercial sector technology transfer relationships at the University of Wisconsin-Madison. John is currently the President of the Silicon Valley Chapter of the Association of Strategic Alliance Professionals (ASSP-SV). John received a BA degree at Ohio Wesleyan University and an MA degree at the University of Wisconsin-Madison and the University of Michigan.

Co-Moderator: Nimma Bakshi, Senior Director, PwC, US Corporate & Advisory Alliances.
Nimma Bakshi is a Senior Director with PwC's Corporate Advisory Services based in the Silicon Valley. Nimma leads partnering teams that combine PwC's digital transformation capabilities with services & products from strategic alliance partners in order to provide clients across industries a lifecycle approach to business transformation. Nimma has designed and managed alliances, joint ventures, and other partner-based business models for 15 years. In doing so, he has implemented global collaborative processes, and governed cross-company operations spanning the following functions: emerging market analysis, ecosystem portfolio design, alliance business planning, big-bet initiatives, and joint delivery services. Nimma has served as a recognized alliance leader with PwC, Capgemini, and E&Y working with infrastructure, software, cloud platform and IT service companies. Today with the global economy modernizing due to the evolution of 'as a service' business models enabled by cloud, analytics, mobility and social media market forces, Nimma is managing the GTM relationship with HP and its ecosystem to co-create tailored industry solutions. Nimma is the president-elect of the Silicon Valley chapter of ASAP (Association of Strategic Alliance Professionals). Nimma's education includes an MBA from the University of Chicago graduating with honors, as well as a MS in Operations Research and a BS in Electrical Engineering from the University of Maryland. Nimma and his wife Linda live in Orinda, CA with their two children.

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