Marketing Spend Best Practices: Budgeting for 2009
Three C-level executives discuss maximizing your marketing spend in a down economy.
Tuesday, November 18, 2008
Tower Club - Tysons Corner
This is a Morning Event
7:30 AM - 9:30 AM
Cost: $75
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It’s budgeting time and the economy is tightening. Now more than ever Marketing Executives need to defend -- if not expand -- their budgets to drive growth in 2009. Yet marketing can be the first place a company turns to “trim” their costs.
This must-attend TMA event will feature three C-level executives representing technology and services companies who will discuss budgeting, metrics and measurement, and what to consider when defending your spend in 2009 budgets. Accountability and return-on-investment have never been more important, and many of us are faced with considering how to do more with less. Our notable panel offers a CEO-, CMO- and CFO-perspective toward what works, what doesn’t, and what lessons they have learned from their own experiences.
Panelists
Bill Wagner
CMO
VOCUS
Mike Dering
Former President and CEO
ServiceBench
Lenn Kurtzman
CFO
Approva
William Wagner, CMO, Vocus
William Wagner is an accomplished marketing executive with more than 17 years of experience in marketing and sales management in the technology industry. As Chief Marketing Officer, Wagner is responsible for expanding marketing's role as a driver for Vocus' continued growth in both new and existing market segments. He oversees the planning, development, execution, and management of all aspects of Vocus' marketing operations, including product management, product marketing, field and channel marketing, branding, advertising, marketing communications, public relations, and industry analyst relations. He is also active in the development of corporate strategy and shaping the overall customer experience.
Prior to joining Vocus, Wagner was Chief Marketing Officer at Fiberlink Communications, where he successfully repositioned the company as a global leader in security and mobility software for the enterprise market, introduced numerous successful products and services, and established multiple partnerships with leading technology companies. He also spent more than 10 years in marketing and sales leadership positions at AT&T.
Wagner earned his Bachelor of Arts from Lafayette College and his MBA from the University of Pennsylvania's Wharton School of Business. He has acted as an advisor to several technology companies and currently serves on the Board of Directors of M5 Networks.
Michael Dering, Former CEO, ServiceBench (sold to N.E.W.)
Michael Dering joined ServiceBench as President and CEO in 2003 bringing over 25 years of experience in the technology industry. Under his leadership, ServiceBench has experienced rapid growth by developing innovative "Service Management On-Demand" solutions, attracting prestigious new customers and expanding internationally. As a result, ServiceBench was recognized by Deloitte as one of the 500 fastest growing technology companies in North America ServiceBench was sold to NEW in January 2008.
Prior to ServiceBench, Mr. Dering served as President and CEO of CrossAccess Corporation, a multi-national venture-funded software infrastructure company that focuses on integrating corporate business functions with new e-business applications. Prior to joining CrossAccess, Mr. Dering served as president and CEO of two publicly traded Bell & Howell companies. Under Mr. Dering's leadership, Bell & Howell Mail and Messaging Technologies (MMT) doubled its profits and grew its revenue to $500 million while cultivating a broad customer base that included telecommunications carriers. At Bell & Howell Publishing Services (PSC), Mr. Dering launched its European operation and implemented a focused sales program that resulted in increased market share. Previously, Mr. Dering had a 20-year career at TAB Products Company, a $170 million publicly traded manufacturer of information storage and retrieval solutions for office environments. He initially served in a variety of sales and marketing positions, and, in his last five years, was TAB's president and CEO, helping turn around the company and making it the dominant industry leader.
Mr Dering holds multiple board positions including Cernium, Bridgeborn, Washington Management Group/CCS ,eXpresso and MindShare. He received a Bachelor of Science degree in Business Administration and Computer Science from the University of Maryland.
Lenn Kurtzman, CFO, Approva
Lenn has an extensive background in finance and technology, with substantial experience working with emerging and established high technology companies. He brings more than 20 years industry and financial expertise to his role as CFO.
Before joining Approva, Lenn served as an advisor to several young technology companies, assisting in raising equity capital, formation and management of financial infrastructure, and general operational management. He also played a significant role in guiding several companies through their initial public offerings. Lenn has also held several CFO positions in early stage technology companies. During his 10 years at Sterling Software, a billion dollar software company, Lenn was CFO of two of its $100M revenue operating groups and spent two years in Europe.
Lenn is a CPA and spent the early part of his career with the public accounting firm Deloitte & Touche. He holds a B.S. in Accounting from the University of Maryland.
