This webinar will provide insight into the results of the survey including how marketers have changed their focus over the course of the year. You will learn the metrics marketers are watching to determine ROI of marketing activities and the areas where marketers continue to face challenges. Following an overview of the marketing survey results, you will hear from Marketo and SoftServe who will share their marketing strategies and best practices for ROI.

Click on the links below to view a copy of each presenters slides:

SIIA
Marketing Report Overview

SoftServe
Keys to Marketing Success

Marketo
5 Secrets to Marketing Success

Presenters
Rhianna Collier
Vice President, Software Division, SIIA

Mary Brandon
Vice President, Marketing, SoftServe

Jason Miller
Social Media Manager, Marketo

  Name: Feyzi Fatehi
Title: CEO
Company: Corent Technology, Inc.

Bio:
Feyzi Fatehi is a Silicon Valley veteran with 25 years of leadership experience building high performance teams at HP and multiple software start-ups that commanded more than $1 billion in valuation. He has been a speaker at Harvard Business School, Wharton, Stanford, Pepperdine and UCLA Anderson School of Management. Feyzi is a member of the IBM Partner Advisory Council, as well as the UC Irvine Chief Executive Roundtable and serves as the chairman of the Technology Council of Southern California/ Orange County. He has a BS in Solar Engineering, an MS in Software Architecture and an MBA in International Management.

Home town: Laguna Niguel, California

First job:  Software Engineer at HP Cupertino, as a member of the small and elite team that invented the first ever commercial Real-Time Database, the HP Real-Time Database.
What are you currently reading?  Aleph; by Paulo Coelho, Mojo, by Marshall Goldsmith

All-time favorite music:  Imagine, John Lennon

What is the best meal you have had recently? Eggplant Parmesan, at Mama Cella’s Italian Kitchen, Rancho Bernardo, San Diego

What is your next (dream) career? Anything that would push me beyond my comfort zone, and would allow me to learn as well as contribute, while having the privilege of working with genuine, driven, energetic, visionary, and innovative people.

Hobbies: Reading, movies, golf, ski, ocean … and spending quality time with my family and good friends.

What do you think is the hot button issue for the software & services industry going into 2013? Recognizing that the “Cloud” is much more than just a set of virtualized systems hosted by third parties, and start looking at the next gen software platforms that help deliver the promises of the “Cloud” such as tangible and timely benefits that would accelerate and amplify SaaS success.

Why is your company a member of SIIA? The high quality of member companies, a first-class management, and the top SIIA industry events and programs.

VanRoekel joins a roster of other influential policymakers and government IT executives presenting at Cloud/GOV, including:

• Rep. Darrell Issa (R-CA), Chairman, Committee on Government Oversight and Reform, U.S. House of Representatives
• David DeVries, Deputy CIO, Information Enterprise, U.S. Department of Defense
• Dawn Leaf, Deputy Chief Information Officer, United States Department of Labor
• Peter Tseronis, Chief Technology Officer, U.S. Department of Energy

Cloud/GOV will offer a comprehensive look at the challenges and opportunities federal agencies face in their transition to the cloud. Government CIOs who have already made the switch to cloud computing will discuss the lessons they learned and provide advice for other federal executives. Presentations will also address emerging FedRAMP-related issues, including the convergence of the cloud and “big data” analytics. In addition, the conference will include a comprehensive look at federal policy changes that could impact cloud computing in 2013.

Michael Hettinger is VP for the Public Sector Innovation Group (PSIG) at SIIA. Follow his PSIG tweets at @SIIAPSIG.

Panelists:
Susie Adams
Federal Chief Technology Officer, Microsoft

Kevin Plexico
Vice President Information Solutions, Deltek

Mike Binko
President and CEO, kloudtrack

Rhianna:Why was it important to you to be a part of the AATC Program Committee?

Russ: Being a part of the Program Committee helps SoftServe give input into the shape, structure, and content of the event agenda, while staying abreast of the latest developments with respect to the event plan.

Rhianna: What are your goals for the conference this year?

Russ: As always, to get some strong new ISV leads, or to further nurture existing prospects. We do this through networking, speaker presentations, and the sponsorship.

Rhianna: What is unique about AATC that makes it so valuable to ISVs?

Russ: AATC is the premier event for ISVs who are just entering or already leading in various segments of the Cloud Computing market. This event has it all: thought leaders, great panels, practical education, and how to content.

Rhianna: What are some of the topics you are excited to see in the program this year?

Russ: Mobile + cloud monetization strategies, the evolution of PaaS technology, a report card on Azure, and the role that Big Data platforms are playing in various SaaS offerings.

Rhianna: What are your industry predictions for what’s in store for 2013-2014?

Russ: 1. SaaS. Large ISVs are in an adaptive race to both build and buy SaaS capability. In this race, the course of 2013 will show increasing gaps between executing leaders and confused or denying followers. This race is the single most important determinant of the future value of the 100 largest ISV providers. The leaders will not simply make more SaaS acquisitions. They will also create hybrid solutions for current install bases. They will deliver new SaaS offerings in the SMB market by refactoring current on-premises technology. And they will adapt channel, sales and marketing models to the economics of the SaaS business.

2. DevOps. Cloud computing is changing the skill set and composition requirements of technical teams. Designing and developing software is now the front end for the long-run challenge: service delivery management and continuous application enhancement. Development operations (DevOps) are one of the critical disciplines for the new technical team. The skill set of a DevOps tech lead includes systems programming, build management, configurations management, service monitoring, security, backup, recovery and more. Over time, the technical team composition for a large SaaS deployment will trend towards an equal number of software engineers and DevOps engineers.

3. PaaS. PaaS remains a clever software technology for rapid application development or refactoring rather than a specific market. Small PaaS players can survive by deploying their technology primarily to create conventional and nimble SaaS solutions in established markets. PaaS technology will be combined with Big Data platforms to create new services and sites in several business and consumer markets.

4. Health Information Exchanges. The firmer establishment and acceptance of The Patient Protection and Affordable Care Act of 2009 (“Obamacare”) resulting from the re-election of Obama is driving acceleration in construction and deployment of Healthcare Information Exchanges and Health Insurance Exchanges. HIE construction and operation is attracting large hardware/software providers and major systems integrators. The cloud-based security and data integration requirements for HIEs will introduce new software and security technology like JSON and Oauth into the healthcare IT market. Other industry-specific community clouds may begin to develop in public education, finance, retail and manufacturing.

5. Social media. The technology behind the massive horizontal scalability of major social and search platforms is driving into the smaller-scale footprints of independent colocation facilities, hosters, ISPs, and enterprise data centers. Enterprises will refactor and redeploy more and more applications into hybrid and private cloud deployments, taking advantage of virtualization, multi-tenancy and horizontal scalability to become more competitive with public cloud-computing metrics and price points.

6. Mobile. Scalable back-end cloud services continue to be the anchor for mobile business and consumer applications. Mobility and cloud computing enjoy a virtuous synergy that can be seen in the rich native mobile applications for popular social networks, the hugely successful online store models for application purchase and delivery from Google/Apple/Amazon, and the overall growth in mobile device traffic on popular cloud-based sites and services.

USPS moves ahead with cloud ID management program: The US Postal Service continues to solicit proposals for a cloud-based ID credentialing hub pilot project. The program seeks a software-as-a-service solution that would provide access to non-government providers of ID credentials who have been approved under the Federal Identity, Credential, and Access Management (FICAM) initiative. Responses are due February 11th. GCN has more.

OFPP to push contractor past performance reviews: The Office of Federal Procurement Policy announced an aggressive effort to ensure that all contractor past performance information is entered into the Past Performance Information Retrieval System (PPIRS), aiming for 100 percent compliance by 2015. The effort comes on the heels of a recent report from DOD that showed only 67.5 percent of required contractor reviews at DOD were added to the system. By making this push OFPP hopes to achieve better outcomes for taxpayers by ensuring that contracting officers better understand specific contractor performance. Read more.

Dell announces Project Ophelia cloud key: This week Dell announced what they are calling a cloud key, which looks to me like an operating system in a flash drive. The idea is to allow you to carry your desktop functionality with you and plug into any device with an HDMI jack, allowing you access to what is now only available on your desktop or laptop. GCN asks whether this is the future of remote computing.

Michael Hettinger is VP for the Public Sector Innovation Group (PSIG) at SIIA. Follow his PSIG tweets at @SIIAPSIG.

This year’s event will feature discussions from a diverse group of influential government IT advisors, leading software executives and policymakers, including:

• Rep. Darrell Issa (R-CA), Chairman, Committee on Government Oversight and Reform, U.S. House of Representatives
• David DeVries, Deputy CIO, Information Enterprise, U.S. Department of Defense
• Dawn Leaf, Deputy Chief Information Officer, United States Department of Labor
• Peter Tseronis, Chief Technology Officer, U.S. Department of Energy

The conference will also gather a panel of government CIOs to discuss their move to the cloud and provide advice for other federal executives with organizational concerns. Other presentations will address emerging FedRAMP-related issues, the convergence of the cloud and “big data” analytics as well as a comprehensive look at federal policy changes that could impact cloud computing in 2013. Additionally, vendors representing all segments of the public sector will highlight the latest innovations in cloud-based government IT.

For a complete schedule of events, visit http://www.siia.net/cloudgov/2013/

Michael Hettinger is VP for the Public Sector Innovation Group (PSIG) at SIIA. Follow his PSIG tweets at @SIIAPSIG.

Rhianna: Why was it important to you to sponsor AATC and be a part of the Program Committee?

Eileen: Sponsoring All About the Cloud is important because the audience at AATC is our target market, ISVs, and one of our key consulting areas is consulting and cloud developing for ISVs. AATC allows us to network with our target audience and potential partners. We’ve seen success in the past and we look forward to continued participation.

Being part of the program committee is important because we have a much stronger network ourselves in terms of the types of topics people want to see and we know a number of people that are excellent speakers. We want to contribute to making this as strong a conference as possible by helping leverage our resources.

Rhianna: What are your goals for the conference this year?

Eileen: We’d like to hear about some of the new trends from other leading vendors and hear about the current key issues that ISV’s are discussing. We’re looking to establish some new partnerships as well as generate new business.

Rhianna: What is unique about AATC that makes it so valuable to ISVs?

Eileen: It’s one of the only forums where ISVs can come together and share what works, what doesn’t work and what is still needed to be successful in developing and delivering SaaS products. It’s also the one place they can go to talk to the vendors in the space and get a much better idea of what is possible for them.

Rhianna: What are your industry predictions for what’s in store for 2013-2014?

Eileen: ISV’s have been developing SaaS products and almost all new products are SaaS…the acceptance is ok, but Enterprises are still worried about cloud. We need to prove the environment is secureand make integrations easy between products to establish confidence with the larger Enterprises.

We’ll also have a great panel on FedRAMP which includes Katie Lewin from GSA and Tom McAndrew from Coalfire, a GSA certified 3PAO. The idea behind this panel is the go inside the program to understand how it works and what businesses need to be prepared for when they get into the process. We’ve also got a great session on the collision of cloud computing and big data, featuring Shawn Kingsberry from the RAT Board and Ashit Talukder from NIST, two of the government leaders in these areas. New content and speakers are being added every day so I expect a great event. We will have a couple of high profile keynote speakers to announce in the coming weeks.Check it out here.

FedRAMP Rollout Continues: Speaking of FedRAMP, we learned a little more about what GSA expects from the FedRAMP program in 2013. According to this article in FCW GSA expects 10 to 15 cloud service providers to be accredited through the program in 2013 and twice that number in 2014 when FedRAMP becomes mandatory. Some readers of this blog may recall that back in March 2012 when GSA initially spoke of FedRAMP they said they hoped they could get as many as 6 to 20 CSPs through the program in 2012. At the rate technology moves these days, having fewer than 50 approved CSPs by the end of 2014 may not do much to speed the government’s migration to cloud computing as agencies will have to look to other contract vehicles to procure what they need. From our end of things, we will continue to push GSA to move companies quickly through the FedRAMP process so that all CSPs can compete on equal footing.

NIST Cloud and Big Data Workshop: This week NIST held its latest meeting in its workshop series on cloud computing and data analytics, this time bringing together two of the hottest topics in federal IT. The three day discussion at NIST’s Gaithersburg, Maryland headquarters featured a keynote by Federal CIO Steve Van Roekel and a host of panel discussions about how cloud and data work together to make government more effective. FedNewsRadio has a recap.

Cloud and Data Drive State and Local IT Modernization: We hear over and over again that data and cloud hold as much if not more promise for efficiency in state and local governments as they do in the federal government. No place is this more evident than in the state of Oregon, where the Oregon Records Management Solution will provide state, city and county government officials with acces to records in a timely, efficient and uniform manner, while saving money and reducing risk. FCW has the full story.

Postal Service Plans for Cloud Computing Credential Exchange Pilot: According to a posting on FedBizOps, the US Postal Service is moving ahead with a one-year cloud credential exchange program pilot. The USPS intends to award a one-year contract for a software-as-a-service solution that will meet the federal government’s need to provide a consistent approach to authentication for citizens seeking online access to individualized federal agency systems and applications. See the full opportunity at FBO.

Michael Hettinger is VP for the Public Sector Innovation Group (PSIG) at SIIA. Follow his PSIG tweets at @SIIAPSIG.

A key theme unifying the work of SIIA on behalf of its members is an increased focus on advancing the effective collection and positive use of data. It is essential that public policy recognizes that innovation and business strategies are increasingly driven by data. Importantly, data-driven innovation not only holds the promise of advancing economic opportunity and jobs, but of providing tremendous consumer and societal benefits.

With so much at stake, SIIA is committed to actively promoting the economic and social value of data-driven innovation. Our efforts will involve direct outreach to legislators, along with a White Paper that includes recommendations for policymakers and governments. Our goal is to make certain that public policy helps enable the tremendous societal and economic benefits of data-driven innovation.

With members in both technology and information services, SIIA is uniquely positioned to highlight and address the public policy issues that arise from the increased salience of data-driven innovation. We began to focus more strongly on this issue in 2012, and it will be an even more important part of our work in 2013.

SIIA also announced its general tech policy priorities for 2013, along with policy priorities in the areas of: intellectual property; public sector IT, and; education technology.

Technology Policy Priorities

• Promote and enable the economic and social value of data-driven innovation, including through a White Paper with recommendations for policymakers and governments.
• Actively support voluntary, enforceable codes of conduct to provide enhanced data privacy protections, and oppose legislative and regulatory proposals that lack the flexibility to accommodate rapid technological innovation.
• Promote policies around the world that facilitate cross-border data flows, and develop interoperable legal frameworks that help to advance global implementation of cloud computing.
• Promote critical cybersecurity policies, in the U.S. and around the world, that will help the public and private sectors work together to more effectively mitigate this threat, without stifling innovation.

Intellectual Property Priorities

• Protect the economic interests and creative rights of software and content publishers by responding as appropriate to the Supreme Court opinion in Kirtsaeng v. John Wiley & Sons Inc. and any other cases, policies or legislation relating to the copyright law’s first sale exception/exhaustion principle that may unduly limit their ability to license and control the distribution of their software and content products
• Encourage economic growth and innovation by working for further reform of the patent system to address the ongoing problem of patent trolls, including measures to restrict asymmetric discovery burdens.
• Monitor the ICANN’s domain name expansion process with the goal of enhancing and strengthening online transparency and accountability by working to ensure that domain name and IP address Whois databases remain publicly accessible, accurate, and reliable, as key tools to combat online infringement of copyrights and trademarks, and other fraudulent or criminal acts online.
• Actively monitor for, and act upon as necessary, hearings, legislative or regulatory copyright reform proposals in the United States and abroad, such as issues relating to orphan works, library exceptions and piracy, to ensure that they advance and do not adversely affect the copyright interests of SIIA members.
• Oppose changes to the CFAA that would unduly limit the ability of SIIA members to deter and prevent unauthorized access – and access that exceeds authorized access to databases, subscription services and cloud services.
• Ensure that any international treaty relating to copyright exceptions for the blind and visually impaired that may be adopted by WIPO includes adequate safeguards to protect the copyright interests of SIIA’s publishers.

Public Sector IT Priorities

• Encourage Administration IT initiatives for federal agencies to be more open, transparent and efficient, delivering better services to citizens, while reducing the overall cost of government. Information Technology has and will continue to play a role in the Federal government’s effort to deliver better services to citizens, while reducing the overall cost of government.
• Support a continuation of the effort to move agencies to cloud, consolidate the existing data center infrastructure and better leverage government data.
• Advocate for key administration initiatives that support the overall mission of the SIIA Public Sector Innovation Group including: Cloud First, Big Data, Data Center Consolidation, Digital Government/Mobile, and FedRAMP.
• Support reasonable reform of the Federal acquisition process, which needs to change to keep pace with the rapid pace of technology.
• Intervene to support member interest in the legislative consideration of the proposal by Chairman Daryl Issa to reform federal IT acquisition, which will serve as a basis for a broader discussion around the need to improve IT acquisition to keep pace with technology in 2013.

Ed Tech Priorities

• Seek increased investment in education technology and its integration into teaching and learning, including to personalize learning for each student.
• Reform outdated regulations in favor of 21st Century e-learning policies, especially the shift from seat-time to anytime, everywhere competency-based learning.
• Support education technology research and development through government-industry partnership, not government competition with the private sector.
• Support the value of the for-profit sector in providing education products and services to public schools, agencies and institutions.
• Encourage targeted STEM education, training and other workforce development policies to meet the economy’s needs for a skilled high-tech workforce.
• Actively translate public policies, programs and regulations into actionable market intelligence for SIIA members.

Ken Wasch is President of SIIA.