W E D N E S D A Y   N O V E M B E R   7 12:00pm-5:00pm Pre-Conference: SaaS Connection Event Sponsored by IBM 5:30pm-7:00pm Welcome Networking Reception Sponsored by IT Factory T H U R S D A Y   N O V E M B E R   8 7:30am - 8:15am Registration, Breakfast, & Networking 8:15am - 8:30am Introductions David Thomas, Executive Director, Software Division, SIIA 8:30am - 9:15am Keynote: Network Effects: The Next Wave of On-Demand Donald R. Proctor, Senior Vice President, Collaboration Software Group, Cisco Sponsored by Internet Capital Group 9:15am - 9:30am OnDemand Preview Presentations Comrange Fairsail SpeechCycle 9:30am - 10:00am Adobe SaaS - Focus on Document Collaboration Erik Larson, Director of Marketing and Product Management, Business Productivity Business Unit, Adobe Systems, Inc. 10:00am - 10:15am OnDemand Preview Presentations Brightidea.com LeCayla Technologies Parature 10:15am - 10:45am Break 10:45am - 11:30am The Customer's Perspective of the Business Impact of SaaS How are SaaS solutions impacting their businesses? Are they truly changing work processes? Are they generating dramatically productivity improvements? Are they enabling business innovation? What are the tangible and measurable business benefits of SaaS from the customer's point-of-view? Moderator: Phil Wainewright, Director, Procullux Ventures Panelists: Ian Burkheimer, Program Manager, Tourism, Pacific Northwest Economic Region Gary Cunningham, Director of Human Resources and Employment Service, Olenick & Associates Pam Shelton, Project Management Consultant, Chevron Jim Thompson, Director, Internet Technology & Marketing, CRC Health Group 11:30am - 12:15pm Successful Sales Channels Hear from successful SaaS channel partners, how they build and manage their vendor alliances, collaborate on opportunities and invest in business development. Learn how to develop your own channel and recruit the right partners. Moderator: Axel Schultze, CEO, Xeequa Panelists: Scott Derksen, Chief Information Officer, Iron Solutions Ashish Gadnis, Managing Partner & Founder, Forward Hindsight Glen Stoffel, Bluewolf Group Lonnie Wills, VP Global Services, Astadia Consulting, LLC 12:15pm - 1:15pm Lunch 1:15pm - 2:00pm Outside In: Where Sales & Strategy Meet Adrian Davis, President and CEO, Whetstone Inc. Discover the secrets to grow revenues with quality customers and explore the missing link between major account selling and corporate strategy. 2:00pm - 2:15pm OnDemand Preview Presentations Coupa Software iPolipo, Inc. Sabrix 2:15pm - 2:45pm Break 2:45pm - 3:30pm Sales & Marketing Track Technical Track Search Engine Optimization Optimizing web-based marketing via Search Engine Optimization and Pay-Per-Click Advertising; people find information via the web and this session focuses on how to leverage the web in order to maximize your visibility and lead generation. Presenter: Jonah Stein, Jonah SteinManaging Director, Alchemist Media Integration Data and multi-service integration represents one of the most important stepping-stones to success in the on-demand market. How are various vendors addressing these issues? What are some of the new tools and techniques for overcoming these issues? How will these issues be addressed in the future? Moderator: Jeff Kaplan, Managing Director, THINKstrategies Panelists: David Inbar, Director of Worldwide Marketing, Integration Products, Pervasive Bruce Magown, Chairman, InterWeave Dan Niemann, Senior Director, Sales, Informatica Richard Nucci, Chief Technology Officer and Co-Founder, Boomi, Inc. Annrai O'Toole, CEO, Cape Clear 3:30pm - 4:15pm Sales & Marketing Track Technical Track Role of Ecosystems With its ability to drive down transaction costs and enable better collaboration, the Internet has enabled the creation of ecosystems within industries. Where do you fit into your ecosystem and will your platform provide the network effects, added capabilities and value necessary to become the platform of choice? Moderator: Doug Alexander, Managing Director, Internet Capital Group Panelists: Brendan Barnicle, Vice President and Senior Analyst, OnDemand and Enterprise Software, Pacific Crest Bill Lucchini, VP & GM Quickbase, Intuit Brian Marsden, CEO, Wesupply Anshu Sharma, Senior Manager SaaS Office, Oracle Corporation Leveraging Open Source This session will explore how SaaS and Open Source, two of the most powerful trends in software, are converging. In particular, it will focus on how SaaS companies can leverage Open Source principles - both for development and marketing sales distribution - to scale quickly and efficiently. Moderator: Bill Soward, CEO, Adaptive Planning Panelists: Brian Behlendorf, Founder, Collabnet, Inc. Philippe Cases, Partner, Partech Raven Zachary, Research Director, Open Source, The 451 Group 4:15pm - 5:00pm Sales & Marketing Track Technical Track Customer Centricity Beyond a delivery platform, what are innovators and traditional software companies doing to maximize the new on-demand capacities of the Web to put the customer at the heart of every business and technology decision? What is the impact of real-time collaboration on the customer's business and the customer's customers? How is the impact communicated back to the service and software provider? Who's doing something about it?. Moderator: Richard Dym, SVP, Marketing and Business Development, OpSource, Inc. Panelists: Stein Bagger, CEO, IT Factory Kim Coalson, Director, Customer Insights, Citrix Online Mikael Blaisdell, Director, MB&A Patty Burke, Founder & President, Burke Technology Marketing Building the Data Center of the Future With the explosive growth of Web 2.0, SaaS, CDN, etc., the modern IT architect has to deal with an increasing need for capacity, high-availability and performance, all while minimizing human intervention and remaining cost-effective. New business models require adaptive resource planning to handle uncertain demand. This session examines the impacts of virtualization, grid computing, automation, building an adaptive data center, SLAs, environmental responsibility, disaster recovery and more. Moderator: Daniel Golding, Vice President & Senior Analyst, Tier1 Research Panelists: Bert Armijo, Founder and VP of Product Management, 3Tera, Inc. Don Barlow, SVP, Operations & Engineering, OpSource, Inc. Clodoaldo Barrera, Chief Technical Strategist, IBM Frank Bruno, Senior Business Strategist, Iron Mountain - Intellectual Property Management 5:00PM - 6:30PM Networking Reception F R I D A Y   N O V E M B E R   9 7:30AM - 8:15AM Registration, Breakfast and Networking 8:15am - 8:30am Introductions David Thomas, Executive Director, Software Division, SIIA 8:30AM - 9:15AM Keynote: Web-Scale Computing – The Foundation for Software as a Service Dr. Werner Vogels, Vice President and Chief Technology Officer, Amazon.com Sponsored by WebApps, Inc. a.k.a. SaaS.com The push to deliver software as a service is forcing many software development companies to worry about challenges like datacenter management, hard-disk reliability, server uptime and router instabilities. These companies are quickly realizing that delivering a cost-effective service with guaranteed performance is a highly specialized activity. Early reports indicate that these companies spend 70%-80% of their investment on common activities that are not unique to their business. This “heavy lifting” takes so much time, energy and resources that only a small fraction of the investment is actually spent on moving their product forward. 9:15AM - 9:45AM Financial Analysis- What are the Markets Looking For? Jason Maynard, Software Analyst, Credit Suisse 9:45AM - 10:00AM OnDemand Preview Presentations EchoSign Right90, Inc. Success Metrics 10:00AM - 10:30AM Break 10:30AM - 11:15AM The SaaS Arms Race: Funding Options A panel of four different investment experts (e.g., a VC and/or institutional and/or angel investor, a bank, an alternative lender (such as SaaS Capital)) talk about the realities of their approach and dealings with SaaS vendors, contrasting with how investors approach other technology or software companies. Topics will include things such as timing of investment, the basis for funding levels, realities of term sheet negotiations, and any unique ways investors look at these things in the context of recurring-revenue or subscription business models. Moderators: Ken Boasso, Managing Director and Co-founder, Keychain Logic Chris Hoffmann, Senior Principal & Research Director, TripleTree, LLC Panelists: Bruce Cleveland, Partner, InterWest Todd Gardner, CEO, SaaS Capital Jon Kruse, Sr. Investment Manager, Intel Capital Peter F. Stack, Managing Director, Investment Banking Group, BMO Capital Markets 11:15AM - 12:00PM The Realities of Allies: Taking Investment A panel of four different SaaS CEOs who have secured different kinds of funding (e.g., VC-, lending, bootstrapped, etc.). In essence, a follow-up and reality check to the previous panel. A "Let's keep them honest" or "Does it really work that way?" or "What parts don't they tell you?" section. Topics will include negotiating term sheets, identifying how much investment is optimal (e.g., avoiding under-financing so that you're always focused on raising money rather than growing the business), working with outside investors and their resulting board positions, etc. Moderators: Ken Boasso, Managing Director and Co-founder, Keychain Logic Chris Hoffmann, Senior Principal & Research Director, TripleTree, LLC Panelists: Christopher Cabrera, CEO, Xactly Corporation Tim Miller, CEO, Rally Software Morris Panner, CEO, OpenAir Axel Schultze, CEO, Xeequa 12:00pm - 1:30pm Lunch & Keynote: The Disruptive Effect of Standards on the SaaS Market Anthony Lye, Senior Vice President, CRM OnDemand, Oracle Corporation 1:30pm - 2:15pm Real-Time Perspectives on the State of SaaS Jeff Kaplan, Managing Director, THINKstrategies Phil Wainewright, Director, Procullux Ventures SaaS industry gurus Jeff Kaplan and Phil Wainewright share their research and wisdom on the state of the SaaS market, as well as their on-the-spot impressions from SIIA On-Demand. They’ll discuss the latest announcements and the long-term trends, mixing in audience questions along with their candid opinions on what’s good, what’s bad and what’s ugly in SaaS. 2:15pm - 3:15pm SaaS Executive Council Council Chair: Nick Blozan, VP of World Wide Sales, Aptare Overview of direction, output and challenges of the SIIA SaaS Executive Council 3:15pm - 3:30pm Conference Closing Remarks David Thomas, Executive Director, Software Division, SIIA