HP’s Top Cloud Executive to Keynote SIIA Maximize; Leaders from Grant Thornton, Oracle, SAP, Totango and Others will also Speak

SIIA today announced that Margaret Dawson, Vice President of Product Marketing and Cloud Evangelist for HP Cloud Services, will deliver the opening keynote presentation at SIIA’s Maximize – the software industry’s premier ISV conference.

Held May 20-22 at the Palace Hotel in San Francisco, SIIA Maximize will bring together C-level and senior executives, analysts and venture capitalists to look beyond the Cloud and identify the disruptive and innovative growth strategies ISVs need to be efficient, competitive, and successful in today’s market.

In her keynote, Dawson – who recently helped HP unveil its CloudSystem 8 solution for private and hybrid clouds – will discuss hybrid clouds and the challenges and benefits they present for ISVs.  SIIA Maximize will also include a keynote presentation by Guy Nirpaz, CEO and founder of Totango – a real-time customer success management solution.

SIIA Maximize will also feature C-level executives from leading companies and ISVs, including:

  • Eileen Boerger, CEO, CorSource
  • Marc Chiang, Partner, Transaction Advisory Services, Grant Thornton LLP
  • Michael Corcoran, CMO, Information Builders
  • Bill McNee, Founder & CEO, Saugatuck Technology
  • Nick Mehta, CEO, Gainsight
  • Kevin O’Brien, Senior Director, ISV & SaaS Strategy for Worldwide Alliances and Channels, Oracle Corporation
  • Omid Razavi, Global VP, Cloud Customer Success & Growth, SAP
  • Matt Shanahan, SVP Strategy, Scout by ServiceSource
  • Tien Tzuo, Founder & CEO, Zuora

Additionally, SIIA’s Maximize will also feature:

  • One-to-One Business Connections. Attendees will have the opportunity to arrange pre-scheduled meetings with the conference attendees that matter most and match their business development needs.
  • Beyond Cloud Challenge. Finalists in this live competition will come together at SIIA Maximize to battle in front of a panel of industry experts, who will crown the industry’s next “Big Bang.”
  • The CODiEs: Industry’s Only Peer-Selected Awards. The 2014 SIIA CODiE Award software winners will be announced during a gala dinner. The CODiE Awards program, now in its 29th year, has recognized more than 1,000 software and information companies for achieving excellence. The CODiE Awards are the industry’s only peer-recognized awards program in the content, education, and software industries.

WHO: Software & Information Industry Association (SIIA)

WHAT: SIIA’s Maximize 2014 #Maximize2014

WHEN: May 20-22, 2014

WHERE: The Palace Hotel, San Francisco, CA

For a complete schedule of events, visit: http://www.siia.net/maximize/2014/schedule.asp.

Rhianna Collier is VP for the Software Division at SIIA. Follow the Software team on Twitter at @SIIASoftware.

SIIA Software Division Announces New Board of Directors

SIIA today announced the new members of its Software Division Board of Directors. Made up of twenty executives from SIIA member companies, the Board represents the voice of the full-member firms of the SIIA Software Division.

In their role as board members, these executives will come together to provide the software industry with leadership, advocacy and critical market information in the months and years ahead. As representatives of the Software Division member firms, all of the newly elected and appointed executives will develop and prioritize the Division’s initiatives and determine the projects, activities and events to be undertaken by SIIA.

Newly elected and appointed board members are:
• Ron Antevy, e-Builder
• Eileen Boerger, CorSource
• Marc Chaing, Grant Thornton
• Dianne Del Rosso, IBM
• Lou Guercia, Scribe Software
• Fezyi Fatehi, Corent Technology
• Jerome Labat, HP
• Edy Liongsari, Accenture
• Michael Ni, Avangate
• Morris Panner, DiCOM Grid
• David Roth, AppFirst
• Michael Welch, SafeNet

Continuing to serve on the board to complete their terms are:
• Brian Bell, Zuora
• Mike Binko, kloudtrack
• Mary Brandon SoftServe
• Richard Dym, GageIn
• Gunnar Hellekson, Red Hat
• Kevin O’Brien, Oracle
• Joe Talley, Deloitte
• Frits Veltnik, SaaS Energy

These industry leaders bring a varied perspective, helping SIIA to advance business priorities for our member companies. Together we can ensure that SIIA continues to provide valued tools and services to our member organizations and remains a strong voice for the software industry.

Rhianna Collier is VP for the Software Division at SIIA. Follow the Software team on Twitter at @SIIASoftware.

SIIA Announces Software Finalists for 2014 CODiE Awards

The Software Division today announced the 125 finalists in the 2014 SIIA CODiE Awards for Software categories. These finalists recognize applications, products, and services which deliver solutions for use by business, government, consumers, academic, or other organizations.

This year’s program features 28 Software categories, several of which are new or updated to reflect the latest industry trends. Winners will be announced during a special Awards dinner on May 21in San Francisco during the industry’s premier ISV gathering of SaaS, BI, and Cloud providers, Maximize.

The SIIA CODiE Awards are the industry’s only peer-reviewed awards program. The first round review of all nominees includes industry executives and analysts, representatives of media outlets, bloggers, and investors. The judges are responsible for selecting the CODiE Awards finalists. SIIA members then vote on the finalist products and the scores from both rounds are tabulated to select the winners.

Details about each finalist are listed at http://siia.net/codies/2014/finalists.asp

2014 CODiE Awards Software Finalists [Read more...]

Webinar: Management by Metrics

Best Practices for High-Growth SaaS Companies
CFOs work with their executive teams to track key financial and operating metrics data to drive performance and keep the company on track to deliver growth in the coming year.

Listen to this pre-recorded webinar featuring Lauren Kelley, CEO of OPEXEngine, a software and SaaS industry benchmarking leader, and Tyler Sloat, CFO of Zuora, the global leader in subscription commerce and billing, for Management by Metrics—Best Practices for High-Growth SaaS Companies. You’ll learn:

  • The latest benchmarks from OPEXEngine’s seventh annual “Software and SaaS Financial Benchmarking Survey”
  • Key SaaS KPIs, their underlying drivers, and why they matter
  • Recent IPO financials for leading SaaS vendors
  • How successful companies use benchmarking to drive executive teams and collaborate with boards and investors for higher performance
  • How Zuora uses metrics, benchmarking, and best practices to manage performance and growth



Cloud Computing and Data Analytics Are Net Job Creators

Some recent articles on technology such as this report from The Economist reawaken the old fear of technological unemployment. SIIA thinks this fear is unfounded. Studies show that technology is a net generator of jobs across the entire economy.

Some evidence of this effect comes from studies of cloud computing. One recent report found that “cloud computing is a powerful catalyst for job creation. Although some lower-skilled jobs will be lost because of the higher automation and efficiencies of the cloud, we expect cloud computing to generate hundreds of thousands of net new jobs in the United States and worldwide…”

The job growth related to cloud computing comes from several sources. Existing cloud companies themselves are hiring new workers and if their growth continues on its current trajectory that could generate almost 472,000 jobs in the United States in the next 5 years. In addition, new cloud companies are expected to enter this rapidly growing market and investments in these startup cloud companies could add another 213,000 jobs.

Cloud services also make it possible for new business to form more easily, since they can rent the computer services they need as they scale up. Moreover, existing businesses can use the savings generated by using less expensive cloud computing services to invest in new lines of business and to expand their operations, thereby generating new jobs needed to provide these additional products and services. Together these cost savings could generate hundreds of thousands of jobs beyond those generated directly by expanding cloud computing companies.

As we pointed out in an earlier blog post on this issue, the growing demand for big data analytics services has created hundreds of thousands of job openings. This demand for data scientists is another example of technological job creation.

Economists have long thought that over the long term and viewed from the point of view of the economy as a whole better technology means more and better jobs. The evidence of the effect of cloud computing and big data on job creation confirms this traditional view.

Mark MacCarthy, Vice President, Public Policy at SIIA, directs SIIA’s public policy initiatives in the areas of intellectual property enforcement, information privacy, cybersecurity, cloud computing and the promotion of educational technology. Follow Mark on Twitter at @Mark_MacCarthy

Webinar: 2014 SIIA Marketing Industry Report – Marketing with Confidence

In February the Software and Information Industry Association (SIIA) released the findings of the third annual “Software Marketing Industry Report.” The survey interviewed marketing executives about their company’s use of email, mobile marketing and social media to build their brand, gain leads, and improve customer support.

Listen to SIIA’s pre-recorded webinar to gain insight into the results of the survey including how marketers have changed their focus over the course of the year. Learn the key metrics marketers are watching to determine ROI of marketing activities and the areas where marketers continue to face challenges.


René van Erk
Chief Executive Officer, ISVWorld

Rhianna Collier
Vice President, Software Division, SIIA


SIIA Slide Deck

ISVWorld Slide Deck


SIIA Marketing Survey: Social Media Usage Remains High & Mobile Leaps Forward

The use of social media in corporate marketing remains extraordinary high and mobile marketing is gaining significant ground, according to an annual survey of marketing executives released today by SIIA.  At the same time, marketing executives appear to have a stronger grasp on the ROI of their overall marketing efforts, allowing them to direct resources more efficiently.

The survey’s key findings, which are described below, will be explored in-depth during an SIIA webinar on February 26. Members of the media are invited to participate.

SIIA’s annual Marketing Industry Report surveys marketing executives on their companies’ use of social media, email, mobile, web and traditional marketing tactics.  The findings of the third annual survey show that the use of social media marketing remains at an extraordinary high level, with about 92 percent of marketing executives using social media to promote their companies.  While that result represents a slight decline compared to last year’s survey, in which 98 percent reported using social media, it is an increase from 89 percent in 2012.

The survey also finds that mobile marketing took a significant step forward in the last year.  Thirty-seven percent of respondents say they use mobile in their marketing efforts – up from 25 percent in last year’s survey. In addition, a quarter of respondents report that mobile has increased product usage for their companies. When asked how mobile has changed their relationship with customers, 30 percent say it has expanded the range of customer segments, and the same number say it has led to more one-to-one contact.

Another key finding of the SIIA Marketing Industry Report is that more executives (64 percent) now feel they can effectively measure the ROI from their online marketing efforts, compared to 55 percent in last year’s survey.  With greater confidence in the return they’re getting, marketers can more efficiently dedicate resources to both traditional and online efforts.  As part of this, marketing executives appear to have identified the best use for social media as a marketing platform – an overwhelming majority (78 percent) say social media is somewhat, very or highly effective in raising brand awareness.

Further evidence that marketers are becoming more efficient is that only 22 percent of respondents say social media increased their overall annual marketing costs – a significant drop from 2012, in which 30 percent said it increased their costs. In fact, just 38 percent of respondents plan to allocate more money to their social media budgets during 2014. While use of social media marketing remains extremely high, this figure – which has steadily declined from 58 percent in 2013 and 65 percent in 2012 – likely indicates that marketers are becoming more efficient in their implementation of social media marketing

The survey also indicates that mobile will likely continue to lag behind other forms of marketing in the year ahead. Just 16 percent of respondents said they will increase their mobile marketing budget in the next year.

While usage may vary somewhat from year-to-year, social media marketing appears to be close to its peak with near-universal use among the marketing executives we surveyed. It also appears that as marketers continue to assess how to best use social media, they are increasingly focusing on implementing it as a brand awareness tool.  This focus on efficiency is something we’re clearly seeing from marketing executives.  They tell us that they are better able to determine ROI, and that’s allowing them to more efficiently and cost-effectively implement both traditional and digital marketing efforts.

Another interesting finding is the significant increase in mobile marketing usage.  In addition to the big jump, mobile also appears to be changing the relationship between companies and customers.  It’s expanding the customer base and actually facilitating greater one-on-one contact.  Even still, marketers appear somewhat skeptical, as mobile ranks well behind all other marketing initiatives when it comes to corporate budgets for the year ahead.

The SIIA Marketing Industry Report also looked at a wide range of other issues and found a number of additional results that are important for marketers – including:

  • Conferences and Trade Shows are Key Priorities: 43 percent of respondents said they plan to increase spending on conferences and trade shows. By comparison, 40 percent said they plan to increase spending on paid search, while 39 percent plan to spend more on search engine optimization and 38 percent plan to spend more on social media.
  • Traditional Marketing Tools are Still the Most Valuable: 35 percent of respondents identified events, tradeshows and webinars as their top lead generators. The next highest lead generator was web search (18 percent). The highest concentration of respondents – about 42 percent – also said events, tradeshows and webinars deliver the highest quality leads.
  • Marketing Executives Feel Stretched: Respondents said their biggest challenges are lack of resources and personnel (37 percent) and lack of budget (34 percent).

Despite the overwhelming use of social media and digital marketing tools, our survey demonstrates that there is still no replacement for face-to-face contact. Conferences and events still yield the most return for the marketing executives we surveyed, and that’s where they will be putting most of their money in 2014.

The 2014 survey, which was conducted between October and December 2013, asked questions of more than 100 marketing executives who work for companies ranging in size, including those employing 1 to 99 people (60 percent), those employing between 100 and 999 (33 percent) and those employing more than 1,000 people (7 percent).

Rhianna Collier is VP for the Software Division at SIIA. Follow the Software team on Twitter at @SIIASoftware.