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

Host:

Rhianna Collier, Vice President, Software Division, SIIA

Winning in a Boundary-Free World: The Changing Shape of Todays Cloud ISV

The emergence of the Boundary-free Enterprise™ is clearly reshaping what it takes to be a successful Cloud ISV.  Not only are today’s Cloud-savvy Enterprise buyers looking for new kinds of solutions that often make innovative use of Mobile, Social and Advanced Analytics, but the pace of disruptive change is demanding that Cloud ISVs rethink and refine many aspects of the core business. This presentation will highlight the key trends framing business computing today, as well as take a close look at how Enterprise buyer demand is evolving – including Cloud solution deployment preferences and timeframes.

Presenter:

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

Keynote: The Netflix Open Source Cloud Platform

The Netflix streaming service runs as a "Cloud Native" application. For the last few years Netflix has been releasing individual components as open source projects at netflix.github.com, and this year we are working to fill in the gaps and provide a complete cloud based platform that can be adopted and customized by anyone who is looking for a highly scalable and robust solution. In this session Adrian will provide an overview of his cloud strategy and how they launched the Netflix Cloud Prize, to encourage external contributions over the coming months.

Keynote:

Adrian Cockcroft, Director of Architecture, Cloud Systems, Netflix

Beyond Borders: Oppportunities NOW

Do you frequently asked, "How can my business expand into new markets with maximum effectiveness? What are the strengths and weaknesses of global markets?" Expanding into global markets is an exciting and rewarding process for growing technology companies. When it is done properly, it will lead to higher profit margins, wider recognition of the company's technology and, ultimately, a higher market value for the enterprise. In this session you will hear the state of technology in international markets, what competition lies in those markets and the key differentiators that are critical to your market entry strategy.

Moderator:

Ken Wasch, President, SIIA

Panelists:

Ruben Hernandez, Customer Development Consultant, Greater San Jose Hispanic Chamber of Commerce

John Jacobson, President & CEO, BC Innovation Council

Matt Roberts, Managing Director, United States Information Technology Office

Frits Veltink, Managing Director, SaaS Energy

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, Logi Analytics

Eileen Boerger, CEO & Director, CorSource Technology Group, Inc.

Hubert Palan, VP, Product Management , GoodData

Brad Peters, CEO, Birst, 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.

Moderator:

Paul Clemmons, Principal, Deloitte Consulting, LLP

Panelists:

Suresh Balasubramanian, Chief Executive Officer, Armor5

Hart Cunningham, CEO, Integrate

Marc O'Brien, VP, Business Development, xTuple

Morris Panner, Chief Executive Officer, DICOM Grid

Igor Soshkin, Chief Executive Officer, Shopping Cart Elite

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, Cloud Solutions,  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, Cloud Solutions, 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.

Moderator:

Dylan Tweney, Executive Editor, Venture Beat

Panelists:

Todd Gardner, CEO, SaaS Capital

Craig Hanson, Partner, Next World Capital

BJ Lackland, CEO, Lighter 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!

Moderator:

Anthony Nygren, Executive Vice President, EMI Strategic Marketing

Panelists:

Jan Aleman, CEO, Servoy

Dennis Hodges, CIO, Inteva Products LLC

Nick Mehta, CEO, Gainsight

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.

Moderator:

Treb Ryan, Chief Strategy Officer, Dimension Data CSBU

Panelists:

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

Lou Guercia, President and CEO, Scribe Software

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.

Moderator:

Ken Rutsky, President, KJR Associates

Panelists:

Brian Bell, Chief Marketing Officer, Zuora

Justin Chugg, Director of Marketing, Telarus

Christopher Dean, Chief Revenue Officer, Urban Airship

Doug Wick, Director of Product Marketing, Digby

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:

Anne Bonaparte, CEO & President, Xora, Inc.

Sriram Chakravarthy, Vice President of Product & Engineering, TIBCO

Peter Price, CEO, Webalo

Leo Tenenblat, CEO & Co-Founder, AppMesh

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.

Moderator:

Doug Pepper, General Partner, InterWest Partners

Panelists:

Patience Elfving-Yi, Director of Channel Partnerships , Kenshoo Social

Jason Miller, Social Media Strategist, Marketo

Liz Pearce, CEO, LiquidPlanner

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:

Mr. Frank Bruno, Director & Senior Business Strategist, Iron Mountain Intellectual Property Management

Orus Dearman, Director, Advisory Practice, Grant Thornton

Gerry Grealish, VP, Marketing and Products, PerspecSys

John Moss, SVP & General Counsel, Commercial, salesforce.com

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, Cross-brand Cloud - West Region, IBM

Robert Hull, Founder, President, Adaptive Planning

Ross Mason, CTO and Founder, MuleSoft

Colleen Smith, Vice President, SaaS/Cloud, Progress Software

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.

Moderator:

Bruce Cleveland, General Partner, InterWest Partners

Panelists:

Mark Cunningham, Founder & CEO, Indicee Inc.

Brian Kelly, CMO, InsideView

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.

Contestants:

Dave Batt, CEO, FPX

Rick Nucci, Founder & General Manager, Dell Boomi

Treb Ryan, Chief Strategy Officer, Dimension Data CSBU

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: Rethinking Cloud and IT Value

Many would argue that the benefits of Cloud Computing are primarily cost reduction and business agility.  Joe Weinman, the founder and author of Cloudonomics: The Business Value of Cloud Computing, argues in this presentation that IT generally and cloud computing in particular can be a strategic necessity, dispelling many myths about the cloud along the way.  From operational excellence, to product leadership, to customer intimacy, to customer experience, to accelerated innovation, IT and the cloud—complemented by mobility and big data—can form the basis for strategic differentiation.  In today’s world of global hyper-competition, exploiting such strategies is required for success—and even survival.

Keynote:

Joe Weinman, Senior Vice President, Cloud Services and Strategy, Telx

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!

Moderator:

Phil Wainewright, Managing Director, Procullux Ventures

Panelists:

Christopher Dean, Chief Revenue Officer, Urban Airship

Tom Gonser, Founder & Chief Strategy Officer, DocuSign

Anthony Nemelka, VP, Business Development, Badgeville

Dave Yarnold, CEO, ServiceMax

Keynote: Future of Cloud: Will Diseconomies of Scale Break the Silver Lining

It’s ironic that with the advent of cloud computing (an inherently decentralized model) we remain centralized infrastructure lemmings. In addition to being ridiculously expensive, centralized models are riddled with dis-economies of scale: utilization/physical footprint, power, vulnerability (single throat to choke) and bandwidth. On the other hand, the largest peer-to-peer network in history (aka, the Internet) requires no “hub” and is built on a decentralized, distributed architecture where global bandwidth, processing power, content and infrastructure are easily accessible. Skype applied this P2P model to solve the problem of expensive long distance calling. What’s next? In this “white board” session, we will challenge the audience to think about their own infrastructure and data challenges, and ask them to open their minds to re-think the possibilities of solving IT challenges in new and perhaps unheard of and unconventional ways.

Keynote:

Margaret Dawson, VP, Product Marketing & Cloud Evangelist, HP Cloud Services

Networking Break in Partner Pavilion

Reduce Churn and Drive Revenue with Customer Success Management

Insight into customer data can shape an organization’s customer experience strategy and impact the bottom line. Customer success management (CSM) has emerged as an important model to centralize data from all customer interactions, proactively monitor customer satisfaction, understand product usage and anticipate customer behavior. In this session, attendees will learn CSM best practices, tips and real world examples of how a unified view of customer data can increase customer retention and drive revenue.

Presenter:

Nick Mehta, CEO, Gainsight

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.

Moderator:

Paul Clemmons, Principal, Deloitte Consulting, LLP

Panelists:

Ryan Fuller, Chief Executive Officer, VoloMetrix

Shankar Krishnamoorthy, Chief Executive Officer, Asteor Software Private Limited

Tony Nethercutt, Chief Revenue Officer, PlaceIQ

Ray Solnik, President, Appnomic Systems, Inc.

Matt Talbot, CEO/Co-Founder, GoSpotCheck

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.

Moderator:

Michael Riegel, Vice President, Mobile & WebSphere Solutions, IBM Corporation

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