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Tuesday, May 20

8:30 a.m. - 12:30 p.m.

Workshop: Getting Your Pricing Right Enough: Pricing for Product Success

Your software product is nearly ready to go, but you still face the challenge of pricing. What pricing model will be right – or, at least, “right enough” to meet both your needs and those of your customers? Join us to learn more about using pricing to achieve rapid growth, higher revenues and profitability faster.

In this half-day workshop, you’ll learn must-know pricing fundamentals. These are field-tested and proven, practical strategies and tactics that can improve the success of your B2B product. You’ll also hear about some of the most common pricing traps and how to avoid them. The workshop will provide you with insights drawn from real-world consulting engagements and industry sources so you can refine your pricing approach, no matter how you host, license, or charge for your software. 

In this interactive workshop, you’ll learn:

  • Why price is not the same as Pricing
  • How a pricing model can make pricing and packaging easier
  • How you can lower sales friction by choosing the right licensing metric
  • Ways that will help you make better packaging and price level decisions
  • Why you should focus on price structure before setting price levels
  • How to handle requests for something other than a SaaS-delivered product

Additional fee required during registration. For the workshop only please register here.


Jim Geisman, Founder & Principal, Software Pricing Partners, Inc.

2:00 p.m. - 4:00 p.m.

One-to-One Business Connection Meetings

Maximize attendees are eligible to participate in our new One-to-One Business Connection program where we pre-arrange 12 minute meetings with you and others at the conference. The One-to-One Business Connection program aims to match attendees who have expressed a mutual business interest. You select who you want to meet with and we provide you with a final meeting schedule in advance of the conference.

Sponsored by Tranparansee Systems

4:00 p.m. - 5:30 p.m.

Speed Networking

Our famous speed networking session is 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.

Sponsored by e-Builder

5:30 p.m. - 7:30 p.m.

Cocktail Reception

Wednesday, May 21

8:00 a.m. - 8:45 a.m.

Registration, Breakfast, and Networking

8:45 a.m. - 8:55 a.m.

Welcome Remarks


Rhianna Collier, VP & Managing Director, Software & Services Division, SIIA

8:55 a.m. - 9:30 a.m.

Keynote: How a Hybrid World Impacts ISVs - The Challenges and Benefits for Your Customers

With a myriad of cloud products and services on the market, partners are challenged with offering solutions that are more vibrant, diverse and flexible to meet the needs of a hybrid cloud environment. HP Cloud solutions, built on open source-based OpenStack® technology enables developers, software and hardware vendors, and Global System Integrator (GSI) partners to create new solutions and tap new markets. HP makes it’s cloud resources available for testing and integration purposes, enabling the ecosystem vendors to integrate their products to grow business and accelerate time to market. Join Margaret Dawson, VP of product marketing and cloud evangelism, HP Cloud for an engaging discussion on the most common challenges Independent Software Vendors (ISVs) face when determining the right hybrid cloud solutions for their customers, based on the key tenants of security, reliability and manageability. Dawson will also talk about our HP Cloud strategy and discuss how we can help partners have access to SaaS capabilities that help offer faster time-to-market, higher availability and drive massive scale at a lower cost.


Sanjay Sharma, Director Business Development, HP

9:30 a.m. - 10:15 a.m.

Alignment Doesn't Just Happen. It is Created!

As ISVs grow it is critical to create strong organizational culture where strategy, operations, and execution are aligned and produce lasting results, While each department is somewhat self-serving, ensuring effective collaboration as a team is essential to the success of any organization. In this session a successful executive team will share advice on how to work together to:

  • Translate strategy into an actionable measureable plan
  • Drive change during growth stages
  • Build relationships of trust and independence
  • Establish a clear line between responsibilities and power


MR Rangaswami, Co-founder, Sand Hill Group, LLC


Marshall Leisten, VP, OEM Sales & Business Development, InvisibleCRM

Morris Panner, Chief Executive Officer, DICOM Grid

Shobana Radhakrishnan, VP, Engineering, Mindflash

10:15 a.m. - 10:40 a.m.

Turn your Revenue Funnel into an Hourglass: Driving Growth through Customer Success

Customer Success, when done correctly, can be a major driver of growth. The fastest-growing subscription businesses have renewal rates far greater than 100%; they can grow multi-dimensionally (through new clients and through additional spend from existing clients). And the savviest vendors are using their Customer Success strategies in their sales process – by talking about how they don’t just sell technology, but also how they are set up to make sure customers get real value.


Nick Mehta, CEO, Gainsight

10:40 a.m. - 11:05 a.m.

Networking Break


11:05 a.m. - 11:50 a.m.

How to Build a Smart SaaS Business: Burning Questions You Need Answered

The economics of the software business have been turned upside down.  With subscriptions, freemium products, and free trials, software companies need smart and scalable ways to drive customer acquisition, customer renewals, and customer success.  In this session you will hear industry leaders discuss how to:

  • Impact revenue by spotting buy and churn signals from product usage data
  • Segment user-base for smarter customer engagement
  • Optimize every aspect of the customer journey from trial and onboarding to renewal and upsell


Guy Nirpaz, CEO, Totango


Sam Boonin, VP, Products, Zendesk

Dennis Reno, VP, Customer Success, New Relic

Josh Richau, Senior Director, Platform Technology, Jive Software

Stephanie Schatz, SVP Sales & Customer Success, Xamarin

11:50 a.m. - 12:15 p.m.

The Metrics That Determine Profitability in the Subscription Economy

While new customer acquisition is the growth engine for startups, maximizing customer lifetime value is the only means to create sustainable growth in revenue and profits.  Through the analysis performed for more than 100 companies, four metrics have been identified to determine profitability in a subscription business model.  Matt Shanahan will explain why profitability cannot be predicted via customer acquisition costs and churn and how it is mostly dependent on revenue acquisition costs, revenue retention costs, and gross margins.  He will give companies a better way to lens for investing in their customer success management, operations, and account management.


Matthew Shanahan, SVP, Strategy, Scout by ServiceSource

12:15 p.m. - 1:05 p.m.

Networking Lunch

1:05 p.m. - 1:35 p.m.

Fireside Chat - Keeping Momentum During Record-Setting Growth

Since its founding in 2007, Zuora has emerged as one of the world’s fastest growing software-as-a-service (SaaS) companies - helping businesses around the world launch and monetize any subscription products and services. As the business continues to grow at a record-setting pace Zuora's CEO and co-Founder, Tien Tzuo, sits down with SIIA President, Ken Wasch, to discuss key drivers for success and rapid growth.


Tien Tzuo, Founder & CEO, Zuora


Ken Wasch, President, SIIA

1:35 p.m. - 2:00 p.m.

How Embedded Analytics Makes You and Your Product Stronger

For SaaS companies, it is no longer an option to ignore the value of user-facing analytics. Your customers want access to meaningful data within the product they regularly use, and with Cloud BI, it has never been easier and faster to bring it to them. Successful data-driven companies improve customer retention, create competitive differentiation, and close more business by giving customers answers to pressing questions with embedded analytics. For ISVs and OEMs the return on their investment is quickly realized and impacts not only the bottom line, but the way they operate as a business.

Join Eileen Boerger, CEO of CorSource Technology Group, Inc. as she explores how to develop a comprehensive, ROI-focused embedded business intelligence strategy for your product. Key takeaways:

  • Best practices for embedding BI in your application
  • Tactics and strategies that contribute to your project's success
  • What results SaaS companies achieve by embedding BI into their products


Eileen Boerger, CEO, CorSource Technology Group

2:10 p.m. - 2:55 p.m.

Breakout Sessions


Capitalizing on Unforeseen Opportunities

Internet of Things is one of the most highlighted growth areas by all IT analysts.  Many ISVs are diving into the business to fuel growth. Smart ISVs can either pounce on new growth here or quickly see parts of their core business disintermediated by new entrants. We are seeking CEOs who can discuss how to leverage the Internet of Things for unforeseen growth opportunities.


Kevin O'Brien, Senior Director, ISV & SaaS Strategy for Worldwide Alliances and Channels, Oracle Corporation


Jan Aleman, CEO, Servoy

Todd DeSisto, President & CEO, Axeda

Bryan Kester, CEO, SeeControl

Kevin Wood, President & CEO, Mformation Software Technologies

Customer MAX

Winning Today's Customer

In this session sales executives will discuss best practices for streamlining the sales process and closing opportunities faster.


Lincoln Murphy, Managing Director, Sixteen Ventures


John Papadakis, SVP, Sales & Business Development, StoAmigo

Omid Razavi, Principal, CS Solutions

Marketing MAX

Create Content that Counts

Marketers need to rethink their approach to marketing and focus on creating and distributing great content that meets their customer's needs. In this session, leading marketers will discuss how do you develop user-centric content, optimize your content for SEO, drive visitors to your content using social media, and more.


Ken Rutsky, President, KJR Associates


Joshua Bloom, Partner, Simon-Kucher & Partners

Dave Key, Managing Director, Cloud Strategies

Justin Pirie, Cloud Strategist, ForgeRock

Dan Ziman, VP, Marketing, LeanData

2:55 p.m. - 3:40 p.m.

Breakout Sessions


The CEO Journey: From Challenges to Opportunity

Every CEO experiences strategic, operational, and organizational challenges as they target the next stage of growth. How does your growth strategy change? How to you keep your team aligned? Then with clear direction and alignment how do you successfully execute? Successful ISV CEOs will share their journeys and answer questions from their peers.


Caroline McCrory, Senior Director, Gigaom Research


Suresh Balasubramanian, CEO, LiveHive

Umberto Milletti, CEO, InsideView, Inc

Liz Pearce, Principal, Entrepreneur

David Roth, CEO & Co-Founder, AppFirst

Customer MAX

Mapping the Customer Journey: From Prospect to Purchaser

Today most executives know the importance of being customer-centric. Mapping your customer's journey allows you the sales executive and later the account manager, to better understand what motivates your customer to grow with your brand. Leading executives will share strategies for understanding customer data, behavioral changes, and interactions to help guide them through a successful journey from prospect to purchaser.


Ken Rutsky, President, KJR Associates


Karthic Athreya, CEO, ForteHCM

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

Brian Norusis, VP, Customer Success, e-Builder

Dan Steinman, Chief Customer Officer, Gainsight

Marketing MAX

Overcoming the Marketing Innovation Crisis

Has marketing become predictable and boring? What's hot in marketing today? What can B2B marketers learn from the B2C world? What are some killer marketing success stories? What have been the biggest marketing busts? And not forgetting the basics, how much budget do you need, what metrics should you be tracking, and how do you measure program ROI? Join us for a lively discussion between leading marketers that have experienced the highs and lived through the lows, doubling down on what works and moving quickly past what hasn't. 


Richard Dym, CMO, GageIn


Teri Felix, Partner, RedPort International

Don Green, Senior Vice President, Analytics, Dimension Data

Sonal Puri, VP, Sales, Marketing, and Alliances, Aryaka Networks, Inc

Karen Steele, Vice President, Corporate Marketing, VMWare

3:40 p.m. - 4:25 p.m.

Breakout Sessions


Unlimited Growth: Beyond Boarders and Verticals

As a CEO of a growth company it is your responsibility to understand when is the right time to expand. What markets are growing and where are IT dollars being spent? When is it time to expand into new verticals and how do you penetrate those markets successfully? In this session you will hear from CEOs who have successfully expanded their businesses in new markets and verticals, sharing lessons learned along the way.


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


Michael Gear, SVP, Field Operations, GoodData

Carolee Gearhart, Vice President International Sales & Global Channels, Adaptive Insights

Frits Veltink, Managing Director, SaaS Energy

Customer MAX

Identifying the Problem Before it is a Problem: Keep Your Customers Happy

The cost of replacing a profitable customer can be significant so it is critical to know how your customers feel about your company and your product. Once you understand how your customer feels you need to determine what actions can you take to resolve problems or reinforce strengths. In this session we will discuss how to identify at risk customers, how to retain customers and reduce customer churn, when to bring in the CEO, and more.


Mikael Blaisdell, Managing Director, Customer Success Association


David Fowler, Vice President of Marketing, INetU

Omer Gotlieb, Co-Founder and Chief Customer Officer, Totango

Jennie Leigh, Senior Director, Service Enablement, Akamai

Ray Solnik, President, Appnomic Systems

Marketing MAX

Executing a Successful Lead Generation Strategy

SIIA's 2014 Software Marketing Report found that lead generation remains the number one focus for the majority of marketers. No surprise, right? But how do you execute a successful lead gen strategy that keeps you one step ahead of your competitors? What channels are greater sources of lead gen and how do you successfully utilize those channels? How do you allocate resources? In this session leading marketers will discuss how the rules for lead generation have changed and how to be innovative in your lead gen strategy.


Rene van Erk, Founder & CEO, ISVWorld


Val-Pierre Genton, VP of Strategic Accounts, BrightTALK

Manuel Jaffrin, COO & Founder, GetApp

Kimberly Odom, Director, Marketing, Software Vertical, NetSuite

Rosanne Saccone, CMO, Pentaho

4:35 p.m. - 5:20 p.m.

Beyond Cloud Challenge

SIIA’s Maximize Beyond Cloud Challenge is a competition to find the next innovative technologies that will disrupt our industry. The finalists will come together to battle it out in front of a panel of industry expert judges who will crown the industry’s next Big Bang!


Richard Dym, CMO, GageIn

Nat Kausik, CEO, Bitglass

Vance Loiselle, CEO, Sumo Logic

Vik Singh, CEO, Infer


Todd Rahn, Audit Partner, Deloitte

Dadong Wan, Senior Research and Innovation Executive , Accenture Technology Labs

Jasmin Young, Director, Strategy, Consulting, PWC

5:20 p.m. - 5:30 p.m.

Day One Closing Remarks

6:30 p.m. - 7:30 p.m.

Cocktail Reception

7:30 p.m. - 10:00 p.m.

SIIA CODiE Awards Gala Dinner

Thursday, May 22

8:15 a.m. - 9:00 a.m.

Breakfast and Networking

9:00 a.m. - 9:10 a.m.

Opening Remarks

9:10 a.m. - 9:45 a.m.

Keynote Presentation: 6 Secrets to Great Customer Success: Lessons from Best-in-Class Software Companies

There’s a great deal of buzz around Customer Success today.  But it means different things in different companies. How do best-in-class teams achieve true customer success? One thing is amply clear, they don’t simply repackage things they’ve been doing -- account management, customer support, client services -- and expect a different outcome.  They operate based on a new set of rules. Come discover the secrets that leading companies use to achieve unparalleled customer success.


Guy Nirpaz, CEO, Totango

9:45 a.m. - 10:10 a.m.

Beyond the Cloud Experiment: Three Key ISV Opportunities

The “Cloud” experiment is over! Customer adoption of the key technologies that serve as the foundation for the Boundary-free Enterprise™ – Cloud infrastructure, Cloud apps, mobile, social and advanced analytics – are clearly moving toward the mainstream. So what’s next? This presentation highlights three key megatrends that will drive business computing through the balance of the decade, as well as some key opportunities that will emerge for ISVs both within and across these megatrends.


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

10:10 a.m. - 10:55 a.m.

Navigating the Financing Lifecycle

In this session you will hear from a panel of leading growth equity firms discuss how they help investments grow and under what circumstances growth equity is most suited. You will learn:

  • Types of investments growth equity funds seek
  • Types of companies most suited for growth equity
  • How growth equity funds assist companies to grow faster
  • The process growth equity funds undertake prior to investment


Mr. Marc Chiang, Managing Director, Duff and Phelps


Gustavo Alberelli, Managing Director, Trident Capital

John Hodge, Managing Director, RUBICON Technology Partners

Peter Rottier, Principal, Summit Partners

10:55 a.m. - 11:20 a.m.

Networking Break

11:20 a.m. - 11:45 a.m.

International Growth - Enter New Markets with a Bang!

How to land and expand into a 500 m+ people market potential, within 28 different countries and 24 different languages. (European Union)


Technology is NOT the issue…


Jan Aleman, CEO, Servoy

Frits Veltink, Managing Director, SaaS Energy

11:45 a.m. - 12:30 p.m.

The Power of Creating Meaningful Partnerships

A meaningful partnership can fuel tremendous growth and completely change the competitive landscape. Understanding what a partnership means to your business and the types of partnerships that can drive growth will set you above your competitors. In this session we will dig deep into the types of partners (technology, alliance, industry, etc.) you need and the commitment and necessary investment required to ensure growth for you and your partner. We will also highlight the top mistakes ISV need to avoid when forming strategic partnerships.


Andrew Hermann, President, CorSource Technology


Sharon Gordon, VP, Alliances & Emerging Market Sales, Birst

Lou Guercia, President & CEO, Scribe Software Corporation

Dr. Rado Kotorov, VP of Product Marketing, Information Builders

Adam Nelson, Head of Channel Partnerships, Dropbox

12:30 p.m. - 1:15 p.m.

Shifting Financial Operating Models as a Cloud Provider and Reseller

SaaS providers are feeling increasing pressure to generate income while maintaining high growth rates. Maturing competitive pressure, new investors and integration scenarios are causing providers to re-think their go-to-market, operations and technology as they plan to improve bottom-line performance. PwC works with cloud providers and their customers to understand the variables that go into generating value in the market, setting the right organizational focus, and establishing flexible operating structures and metrics to achieve these challenging goals in the simplest of ways. Leo Bley (Director, PwC Consulting) will share his insights and facilitate a discussion leveraging his experience advising cloud investors and executive teams.


Leo Bley, Director, PWC, Consulting

1:15 p.m. - 1:20 p.m.

Conference Closing Remarks

1:20 p.m. - 2:00 p.m.

Networking Lunch

Stay and continue networking over a meal or take your gourmet lunch to go. To go containers will be available.

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