ITSMA Recognizes Best in Class Marketing Programs with its 2011 Marketing Excellence Awards Cisco, Cognizant, Deloitte, Fujitsu, HCL America, HDS, HP, IBM, Microsoft, and SAP are recognized as B2B Marketing Leaders across six categories. An international jury of marketing executives and experts selected the winners based on excellence in situation analysis, innovation, program execution, and business results. The awards honor excellence at two levels: diamond and gold.

1. For More Information on
ITSMA’s Marketing
Jeff Sands Excellence Awards,
Vice President, ITSMA please visit
October 26, 2011 http://www.itsma.com/news/mea/

2. A Commitment to Excellence
ITSMA’s Fourteenth Annual Marketing
Excellence Awards
 Promote excellence in services
and solutions marketing
 Focus attention on high-impact areas of services
and solutions marketing
 Honor industry leaders, innovators, and best
performers
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3. The Awards
 Diamond Award
 Best in class for the industry, as measured by innovation,
execution, and business results
 Gold Award
 Standout achievement in improving marketing performance,
as measured by innovation, execution, and business results
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4. Past Winners
FOR
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5. 2011 Categories
In Search of Marketing Excellence
Marketing Building
with Client Loyalty
Social Media and Trust
Generating
Developing
and Nurturing
New Markets
Leads
Driving
Enabling
Business
Sales
with Thought
Channels
Leadership
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6. The Judging Process
 Any company that markets technology-
related services and solutions
 June 3 submission deadline
 MEA jury with senior ITSMA staff,
advisory board, and outside experts
 Judging emphasis on innovation,
execution, and business results
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7. A special thank you
to our judges…
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8. And the winners are…
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9. Building Client Loyalty and Trust
Marketing programs
designed to deepen the
relationship with existing
clients, to foster loyalty, and
to build a partnership based
on mutual trust.
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10. Building Client Loyalty and Trust
Finalists
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11. Building Client Loyalty and Trust
Gold Winner
Cisco Services Partner Advisory Board
Program
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12. Building Client Loyalty and Trust
Diamond Winner
HCL Customer Advisory
Council
Fostering CXO Intimacy
and Steering HCL
Strategy
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13. Developing New Markets
Expanding into new verticals,
new categories, or emerging
markets, building a presence,
and balancing global/
corporate and local/field
strategies and tactics.
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14. Developing New Markets
Finalists
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15. Developing New Markets
Gold Winner
SAP Rapid Deployment Solutions:
Setting a New Standard for Packaged Solutions
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16. Developing New Markets
Diamond Winner
IBM Smarter Commerce
Example: Making a Market … Smarter Commerce
Press and Analysts Education
Establish the Vision and Shared Agenda
Avail for BPs via PartnerWorld
Analysts Briefings
Smarter Commerce
Client and Business Partner Coverage, By Lined Innovation Discovery and
Press Announcements Op Ed and Reports Classroom to Client Workshops
Smarter Commerce Events Sales Tools
Op Ads
IBV Studies Thought Leadership
& Collateral
Smarter Commerce
Client and BP Presentations Demo Video
Smarter Commerce
Web & Social Media Build a Social Network Mini Main Tent
of Influencers
Smarter Commerce
Microsites & Related Sites
Smarter Commerce
London, Paris, New York
Innovation Discovery
Smarter Client Workshops
Commerce Client and BP
References
Videos / podcasts
Client and Partner Webcasts
Customer
Banner Ads IBM PartnerWorld Smarter Commerce Global Collateral/White Papers Videos
Search Marketing Summit Progression Paths © 2011 IBM Corporation
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17. Driving Business with Thought Leadership
Creating and disseminating
high quality thought leadership
utilizing new and traditional
vehicles to more effectively
drive business.
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18. Driving Business with Thought Leadership
Finalists
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19. Driving Business with Thought Leadership
Gold Winner
IBM Watson:
Smarter Answers for a Smarter Planet
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20. Driving Business with Thought Leadership
Gold Winner
The Future of Work
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21. Driving Business with Thought Leadership
Diamond Winner
Deloitte Discovery:
Making the Most of Thought Leadership
through Idea Marketing
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22. Enabling Sales Channels
Improving sales effectiveness
by enabling sales channels
(including field sales,
telesales, channel partner
sales, and alliance partner
sales) to drive
business results.
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23. Enabling Sales Channels
Finalists
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24. Enabling Sales Channels
Gold Winner
Cisco Collaborative Services:
Transforming the Relationship
between Cisco and
Our Channel Partners
Customer Partner
Partner
• Higher Satisfaction • High Margin Service • Drive Product
Revenues Acceleration
• Proactive Visibility and
Support • Market Differentiation • Support Partner
Architectural Selling
• Improved 3-Way • Customer Loyalty
Relationship • Minimized Escalations
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
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25. Enabling Sales Channels
Diamond Winner
Fujitsu
Enabling Field Sales to Deliver Business Results
Segmentation Targeting Positioning
Vertical Industries 5x5
Vertical Industries Interactive
Documents
Attractiveness Scores Targeting Tool
These map the Fujitsu IT
Identifies the priority Identifies which prospects,
services against the Business
industries to focus on customers and
issues within an industry
opportunities
to focus on Output: 17 vertical sector
Output: Visual slide pack available documents to assist in customer
for each sector Output: Visual bubble chart or conversations
table showing which targets are
priority.
Vertical Industries High- External ‘Business
Level Strategies Benefits’ led campaign
Identifies the current state of Integrated external
White Space campaign, positioning Fujitsu
each industry and Fujitsu’ Chart
strategy for each in the market as
Identifies understanding customer
opportunities to
business issues
Output: Slide pack containing cross and up sell
current state of each industry, Output: Full marketing mix
Fujitsu’s strategy and value Output: Chart for the top
campaign delivered to 300 private
proposition to take to market customers identifying where
sector organisations
opportunity to sell offerings are
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26. Generating and Nurturing Leads
Marketing initiatives that create awareness, generate
demand, identify leads, and nurture prospective
customers at all stages of the buying process.
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27. Generating and Nurturing Leads
Finalists
for
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28. Generating and Nurturing Leads
Gold Winner
Enterprise Customer Care + Relationship Marketing
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29. Generating and Nurturing Leads
Diamond Winner
IBM Target-MAP Predictive Analytics Platform for Demand Generation
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30. Marketing with Social Media
Integrating social media into individual marketing
programs, the overall marketing strategy,
as well as the business.
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31. Marketing with Social Media
Finalists
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32. Marketing with Social Media
Gold Winner
Key Learnings for
Expanding a Small Social
Media Budget into Big
Results – HDS Social
Media Buzz Contest
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33. Marketing with Social Media
Diamond Winner
HP Technology Services: Launching “Where’s the Humanity in your
Technology” Point of View with Social Media
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34. The 2011 Award Winners!
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35. Thank you for 14 years of
EXCELLENCE!
For More Information on
ITSMA’s Marketing Excellence Awards, please visit
http://www.itsma.com/news/mea/
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