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Go To Market: Market, Sell or Perish - The Most Critical Phase of a Fledgling Business

  • Tuesday, May 14, 2013
  • 5:30 PM - 8:30 PM
  • Worcester Polytechnic Institute | 100 Institute Rd, Worcester, MA -- WPI Campus Center, 3rd Floor Odeum

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Go To Market: Market, Sell or Perish - The Most Critical Phase of a Fledgling Business  (Part Four of a Four-Part Series)

Moderator: ARM Azad, Ph.D., MBA '92, President & CEO, Prospeed.net and Sustaincor Energy & Water

5:30pm   Registration and Networking
6:30pm   Opening Remarks and Announcements
6:35pm   Keynote Speakers
7:30pm   Case Presentation

You have a great product or service, but how do you get others to see its greatness and pay you for it? A top-notch marketing and sales team is a critical element in every startup's success. Yet many entrepreneurs, especially those embarking on their first ventures, find it challenging to build great sales and marketing teams. What is the most appropriate target market, and why can’t it be sold to everyone? When is it appropriate to sell direct, through a channel, and/or on-line? What is appropriate compensation for a sales team? Where and how should you promote your product or service? What are lead generation sources?

Please join us as two executives share their in-depth knowledge and experience with marketing and sales.  There will also be a case presented by New England Network Solutions using a hybrid cloud technology and service model to capture the growing need for outsourcing the IT managed services and the impact of cloud computing.

Keynote Speaker Bios:

Scott Brazina - Marketing

B2B Software Marketing & Business Development Professional, Digital Marketing, Cloud, SaaS

Scott is an entrepreneur and experienced enterprise software marketing and business development professional. He has built and grown global marketing organizations (125+ global team members) from start-up to $1B+ revenue for global enterprise software and technology companies. Currently, as Chief Marketing Officer at DataXu, a leading Programmatic Marketing Solution provider leveraging big data and machine learning to optimize clients’ marketing performance, Scott oversees DataXu’s integrated marketing, branding and corporate communications efforts worldwide.  He is responsible for the company's corporate positioning, branding and identity, marketing campaigns, public relations, social media, product marketing and field marketing programs.

Prior to joining DataXu, Scott led the U.S. market entry of a leading European SaaS cloud computing company. For seven years as senior vice president for global marketing at PTC, a leading global B2B enterprise software company, Scott transformed marketing as the company experienced tremendous growth of $500M revenue, $1.6B market cap and 2,500 employees.

Scott holds a bachelor's of science degree in mechanical engineering from Worcester Polytechnic Institute and a master’s degree from MIT Sloan School of Management.  He is married with three children, the oldest of which being a sophomore & a member of the diving team at Stanford University.  Scott, a long ago professional motocross racer, a career he ‘hung-up’ opting for the safety of WPI, is an avid sport, track and motocross rider who loves swapping riding stories and technology marketing best practices.

Dave Kurlan - Sales

Dave Kurlan is a top-rated speaker, best-selling author, radio show host, successful entrepreneur and sales development industry pioneer.    

Dave is the founder and CEO of Objective Management Group, Inc., the leader in sales candidate assessments and sales force evaluations, and named the Top Sales Assessment Tool in 2011 and 2012.  He is also CEO of Kurlan & Associates, Inc., an international consulting firm specializing in sales force development, and named three times to the Inc 5000. 

He has written two books, including the best-seller Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball, and contributed to many others, including Stepping Stones, with co-authors Deepak Chopra and Jack Canfield.

His popular Blog, Understanding the Sales Force, won Top Sales & Marketing Blog for 2011 and 2012, and he gets rave reviews for his keynote addresses.

Kurlan & Associates primary areas of specialty when helping companies improve their sales forces are:

·         Sales Force Evaluation

·         Sales Infrastructure (systems, processes)

·         Sales Management Training and Coaching

·         Sales Training and Coaching

·         Sales Recruiting Training, Coaching, Assessments and Services

·         Executive Coaching

Case Study Presenter Bio
Dan Adams  CEO: New England Network Solutions (NENS)

Dan Adams, CEO of New England Network Solutions (NENS), is a seasoned veteran when it comes to business. He started his first company at the age of fourteen and over the years, owned, sold, acquired and managed several companies in a variety of industries. He has honed his management and operations skills to become highly successful in the IT industry and in the past three years, tripled his company’s revenue. Dan is keen on sharing his success strategies with fellow entrepreneurs to help them succeed in a world which he discovered at a young age.

“Too many business owners engage in Run to Failure – meaning that they don’t address technology until it totally breaks down and the company is in crisis,” and   “Unfortunately it’s not a habit limited just to technology – we don’t put the cheeseburger down until we’re having a coronary bypass and we don’t work on our marriage until we’re headed for divorce court and we don’t deal with business issues until we are in crisis.” said case presenter,  Dan Adams, CEO of New England Network Solutions (NENS). NENS provides a hybrid cloud IT Managed Services outsourced model to small and medium sized businesses locally and regionally.

Adams founded NENS in 1993 and the company's 20 employees offer comprehensive “Managed Care” offering and supports more than 200 companies across diverse industries throughout New England.  These companies range from professional service firms and nonprofits to medical offices, municipalities and real estate companies. Dan’s mission is to educate small to mid-size business owners on the reasons that they should concentrate on their own business get out of the IT business. Dan speaks on a variety of business and technology-related topics to a wide range of entrepreneurs, business owners and professional service providers.  In 2012, he was selected to deliver a TED presentation to the Exit Planning Exchange Summit at Babson College, presented at several local business organizations and presented   two seminars in 2013 at The International Event Planners’ Conference in Montreal.

The three burning questions, in addition to others, facing the company to scale are, 1) How to market to and engage the business decision maker so they realize this is a business issue and not to be delegated to the “IT guy” 2) How to get the decision maker to understand their full exposure and cost of failure and to educate on the value proposition effectively, and 3) How to sell on value vs. cost and create a system to scale and close on sales efficiently.

Panelist, David  Frogel,  President,  AbchorOps.  

David is an 
entrepreneur and experienced in enterprise software marketingand software implementations for a number of Fortune 500 companies, including Boeing and the General Electric Company. AnchorOps is the advertising and media industry’s only professional services resource dedicated to streamlining agencies, accelerating media deliverables, improving workflow and ultimately strengthening profit margins. AnchorOps delivers a comprehensive set of solutions through its four services offerings: outsourced reconciliation, digital trafficking, agency workflow, and software development.

 

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