Cloud Platforms and Solutions: Business Models and Architectures for Value Creation in Enterprise
The impact of cloud computing platforms are being felt across most businesses - providing storage and computing infrastructure to applications for enterprise collaboration and productivity. From task-specific private clouds to public facing clouds delivering applications and workforces - cloud platforms are delivering value and driving new forms for revenues. This session will discuss the disruption and business models that cloud based platforms are delivering and explain innovative business models targeting small-medium and large enterprise segments.

Moderator:
Timothy Chou, Chairman, Ming Holdings

Panelists:
Dave Mitchell, Director, Strategy & Emerging Business, ISV and Developer Relations, IBM
Sanjay Popli, Vice President, Corporate Strategy, LiveOps
Treb Ryan, CEO, OpSource, Inc.
Tien Tzuo, Founder & CEO, Zuora

Preview Company Presentations
Presentations from three early-stage, innovative companies that enable Software as a Service/Cloud or provide Software as a Service/Cloud solutions.

LongJump
Zetta
Widen Enterprises

Sponsored by Pervasive Software

Networking Break

Channel Strategies That Win: The ISV Perspective
The first of two sessions devoted to SaaS channels. In this panel, a diverse group of ISVs share their success stories around channel expansion. Specifically, how to identify, recruit and cultivate their most successful partners. Why would you want your channel's mindset to shift away from hardware, network and customizations? Uncover how focusing on configurability, training and support makes such a positive impact on customer growth and retention. Find out how these initiatives, including other effective channel management strategies, are so instrumental in capturing the needs of, and avoiding conflict with, the channel.

Moderator:
Bill Loss, Co-founder & CEO, WebApps, Inc. a.k.a. SaaS.com

Panelists:
Michael Braun, CEO, Intacct
Ken Comee, CEO, Cast Iron Systems
Christopher Keene, CEO, WaveMaker Software
Matt McConnell, Chairman, President, CEO, Knowlagent

Public SaaS Company Performance: Winners, Losers & Lessons Learned
What can we learn from public SaaS Companies? What metrics are driving their value, and what is separating the leaders from the laggards. A notable industry analyst will take us through his thoughts on what we have learned in this downturn and what lies ahead.

Presenter:
Brendan Barnicle, Vice President and Senior Research Analyst, Pacific Crest

Preview Company Presentations
Presentations from three early-stage, innovative companies that enable Software as a Service/Cloud or provide Software as a Service/Cloud solutions.

Clarizen
Nolio
MarketBright

Sponsored by Pervasive Software  

Networking Lunch

Social Media: Waste of Time or Revenue Driver
Social media has become one of the most-hyped aspects of marketing. Everyone seems to be talking about running ads on Facebook or sending out product offers on Twitter. Others are convinced that this is all a huge waste of time and that we should stick to buying lists and running email campaigns. Over the past year, Appirio and Marketo have found that social media is an extremely valuable tool to augment their revenue-focused marketing automation efforts. This session will explore how social media, especially blogs and Twitter, should be an integral part of your marketing mix and why. We will discuss what no social media marketer wants to talk about: results. At Appirio, more than 20% of web traffic comes from Twitter, and a strategic blend of blog post and Twitter yielded 1000+ webinar registrations and even a few well-qualified leads. More than 3500 followers read Marketo’s B2B marketing blog, and social media helped drive thousands of people to register and 300-plus people to participate live in The Definitive Guide to Lead Nurturing webinar. Join the conversation, and learn how you can get started with social media and catalyze real results.

Presenters:
Jon Miller, VP of Marketing, Marketo
Kirk Crenshaw, Director, Online Marketing, Appirio

Mobility
Who is leveraging mobile platforms successfully? What is different about the playing field today than a year ago? How do I select a platform and what is involved in supporting multiple platforms.

Moderator:
James Sheward, CEO, Co-founder & Director, Fiberlink

Panelist:
John Carini, CEO & Chief Software Architect, iEnterprises
Benjamin Wesson, Vice President, Product Management, Antenna Software

Growing Internationally
There are many challenges to expanding a SaaS business internationally. Some are product related such as multi-language capability, multi-currency features and localization for tax and compliance reporting. Others involve how to support users in far-flung time zones speaking different languages. The tougher issues tend to revolve around sales and marketing. Shall we sell direct or through a partner? How do we find reliable partners? What does the agreement look like? Who is responsible for what? This session will feature speakers who have "been there and done that" They will share what worked for them as they expanded overseas as well as the things they tried that they wouldn't do again.

Moderator:
Mark Symonds, CEO & President, Plex Systems, Inc.

Panelists:
John Barber, Partner, International Tax Services, Grant Thornton
Matt Holleran, Partner, Emergence Capital Partners
Morris Panner, CEO, OpenAir, a NetSuite Company

Addressing the Continuing Integration Challenge
What is the state of the art in integration spanning the cloud and on-premise systems? When will integration move beyond data to enable workflows across cloud and on-premise business processes? What needs to happen? What tools and methods need to emerge? Is vendor cooperation necessary? Do we need standards, or can this work with integration platforms and plug-ins? Enterprise customers have already invested millions in EAI and in SOA and have no desire to return to stovepipe systems.

Moderator:
Michael West, Vice President, Saugatuck Technologies

Panelists:
Rob Calloway, Partner, Global Technology Architecture Organization, Accenture
Dr. M.A. Ketabchi, President, CEO, Founder, Savvion
Andrew Leigh, Director of Product Marketing, salesforce.com
Simon Peel, SVP Strategy, Cast Iron Systems

Networking Break

OnDemand vs. On-Premise: How the Lines of Demarcation at Blurring
Rapidly changing technologies are making it increasingly possible for OnDemand solutions to be deployed both online in the cloud and on-premise behind the corporate firewall. Does this 'location-independent' approach violate the fundamental principles of SaaS and cloud computing, or will it make the OnDemand market even more appealing to a broader cross-section of customers? This session will include a roundtable discussion of industry executives who are offering their OnDemand solutions both in the cloud and on-premise. The executives will discuss the technological, organizational, sales, marketing and support challenges and opportunities created by offering customers the choice of where they can deploy their OnDemand solutions.

Moderator:
Jeff Kaplan, Managing Director, THINKstrategies

Panelists:
Ismael Chang Ghalimi, CEO & Co-founder, Intalio
Kim Patrick Kobza, President & CEO, Neighborhood America
Pankaj Malviya, Founder & CEO, LongJump
Jeffrey Saling, Senior Vice President, Global Sales, Callidus Software

No Churn: Sustaining Profitable SaaS Customer Relationships
All too frequently, Software-as-a-Service companies focus all of their efforts on generating new software license business rather than on retaining the customer relationships already won.  The unfortunate result is unnecessary churn and reduced profitability.  Going beyond software subscription licensing to take advantage of the additional revenue conduits of the SaaS model can increase both profits and customer retention if done effectively.  Learn from the results of The SaaS & Support Project research:
•  What companies like yours are actually doing to tap the additional revenue sources, and
•  What kinds of organizational and technological resources are required. This fast-paced presentation will identify actionable opportunities and broaden your thinking about going beyond basic revenue generation to build a river of profitability.

Presenter:
Mikael Blaisdell, Director, MB&A, Inc. - The HotLine Magazine

Pricing Models
A survey of SIIA members showed pricing to be a very hot topic. Indeed, the pricing model is one of the most important choices a company must make. Whichever metric is chosen - named users, transactions, etc. - will drive customer behavior such as software adoption. The frequency of adjustment will determine how quickly revenues can increase in a good market and how rapidly they decline in a recession. Length of term and amount paid upfront are also key issues. This session will feature a panel discussion with several speakers sharing the pros and cons of various choices.

Moderator:
Mark Symonds, CEO & President, Plex Systems, Inc.

Panelist:
Graham Barnes, CEO, Concerro
Jason Lemkin, CEO, EchoSign, Inc.
Bob La Loggia, President, StormSource Software

Which Cloud is Right for You?
Choosing a Cloud provider was one of the most important decisions you've ever made. But do you know if that Cloud platform will be maturing fast enough for you in critical areas like provisioning, billing, security, integration, SLAs, monitoring, single sign-on, customer support and more? You must keep abreast of these changes to know you're still in the right place. Hear from the CTOs of leading Cloud providers where they're investing and where they are not, who their latest partnerships are with, and why their platform and future vision will continue to offer far more than the competition. Leave this fast paced session knowing whether the Cloud you're using today is the right place to bet your business on long term.

Moderator:
Simon Peel, SVP, Strategy, Cast Iron Systems

Overcoming Barriers to Large Enterprise SaaS Adoption
 No doubt SaaS is popular in the small and mid market. The big questions remain as to when will large enterprises begin to adopt SaaS more aggressively, and what types of solutions will they be buying and deploying? Find out which vendors are getting it done today, and why, and who is likely to enter the fray over time. This session will include a short presentation highlighting the latest research into what the big company CIO's are saying about their issues with the model and deployment plans, as well as a roundtable with several Fortune 500 CIOs who will share their perspective and insight.

Moderator:
William S. McNee, Founder & CEO, Saugatuck Technologies

Panelist:
Basil Fedynyshyn, VP, Platform Management, Home Equity Group, Wells Fargo
Ashwin Rangan, Chief Products Officer, MarketShare Partners

Preview Company Presentations
Presentations from three early-stage, innovative companies that enable Software as a Service/Cloud or provide Software as a Service/Cloud solutions.

Kaulkin Information Systems (KIS)
Clario
etouches

Sponsored by Pervasive Software  

Networking Reception

Welcome Remarks

Keynote: Navigating a Crowded Sky: Making Sense of the Cloud Platform Revolution
Seemingly, not a week goes by without the announcement of a new cloud platform. Choosing the right cloud platform to build your apps on can pay big dividends – fast time to market, accelerated innovation, and speedier customer acceptance. The wrong platform can have hidden limits and risk that can prove to be a ticking time bomb for your business. In this session, you’ll gain unique insights from cloud industry pioneer and NetSuite CEO Zach Nelson on how to build a sustainable cloud-based business - and learn the choices you need to make in taking your next app to the cloud.

Zach Nelson, President & CEO, NetSuite, Inc.

Preview Company Presentations
Presentations from three early-stage, innovative companies that enable Software as a Service/Cloud or provide Software as a Service/Cloud solutions.

Gist
Aha! Software
SmartVault

Sponsored by Pervasive Software  

Networking Break

Agile Eyes, Nimble Fingers: The Optimal On-Demand Sales Organization
"Agile" is about more than code development. SaaS revenue generation is all about maximum deal flow and scalable processes - it's all about an organization that can first identify which of the low-hanging fruit is ripe and then readily harvest it. The best on-demand sales organizations have frictionless processes with minimal iterations, an uncanny ability to anticipate & overcome objections, and a sixth-sense about which "killer" opportunities will never close. This session will explore the tactics & tools & tricks that set them apart and help them accelerate revenue growth.

Moderator:
Ken Boasso, Co-founder, KeyChain Logic
Panelists:
Lincoln Murphy, Managing Director, Sixteen Ventures
Matt Shanahan, Senior Vice President, Strategy, Scout Analytics

Recent On Demand Exits – Finding the Trend Line
Since January, SaaS and Cloud have buoyed much of the tech industry and become lynchpins for the acquisition of several meaningful emerging companies. As an investment bank, TripleTree tracks over 2300 On Demand vendors and will profile key metrics and other strategic considerations that SaaS and cloud CEOs should consider as the wave of consolidation continues. The discussion will review three case studies from recent M&A deals as well as an interactive discussion with two leading technology venture capitalists.

Moderator:
Scott Donahue, Principal, TripleTree, LLC
Panelist:
Mark Gorenberg, Managing Director, Hummer Winblad Venture Partners
Tyler C. Newton, Partner & Research Director, Catalyst Investors

Channel Strategies That Win: A View From the Top
In this second session of the conference devoted to SaaS Channels, we will hear from large channel partners regarding how they successfully built their own channels, their current offerings to SaaS companies, and best practices on how to leverage their programs. Hear what new tactics and programs the large SaaS vendors are deploying and what shifts the traditional players are making in the new world of SaaS.

Moderator:
Phil Wainewright, Director, Procullux Ventures
Panelists:
Elliot Curtis, Director, North America Hosting Partner Channel, Communications Sector, Microsoft
Erik Larson, Senior Director, Marketing & Product Management, Business Productivity Business Unit, Adobe Systems, Inc.
Mark Trang, Senior Director, Global Partner Marketing & AppExchange, salesforce.com
Michael Riegel, VP, ISV Developer Relations, IBM Software Group

Marketing 2.0
Successful OnDemand businesses use marketing much more than their predecessors, and the tools they have at their disposal for demand generation are more numerous and complex than ever before. This session will reveal best practices and case studies from SaaS companies that have used innovative marketing programs to grow their business.

Moderator:
Lars Leckie, Principal, Hummer Winblad
Panelist:
Chuck Dietrich, CEO, SlideRocket
Jeff Erramouspe, President, Manticore Technology
Malcolm Friedberg, Co-founder & Principal, Left Brain Marketing
Jennifer Zeszut, Founder & CEO, Scout Labs

Luncheon Keynote: Top 5 Lessons Learned Selling and Marketing Cloud-based Computing

Michael Lock, Director, Americas Sales & Operations, Google Enterprise

CEO Roundtable: Optimizing Your Customer Acquisition and Retention Costs

CEOs, Presidents and Chairmen Only

Discussion led by:

Phil Fernandez, CEO, Marketo

Marketing & Sales Roundtable: Marketing Accountability

The session is not a panel discussion or a lecture, but a peer-to-peer discussion about the ways in which the marketing departments of software companies are not being held accountable in ways that were unthinkable just a few years ago. As the marketing tools available for marketing extend from external social media sites to the company's own website, successful marketing departments are being asked to track those marketing dollars more scientifically. Participants should come to the roundtable prepared to discuss their own experiences and share "war stories" of what has worked, and what hasn't in these new areas:

*Using Social Media for demand generation
*Leveraging the buzz around Cloud Computing
*Tracking marketing dollars scientifically
*Using your website as a marketing tool

Discussion led by:
Robert Carroll, VP of Marketing, Clickability
Diana Waterson, SaaS Business Development, ISV & Developer Relations, IBM

Finance and Operations Roundtable
Debrief on the Emerging Issues Task Force (“EITF”) Issue No. 08-1 “Revenue Arrangements with Multiple Deliverables” and EITF Issue No. 09-3 “Applicability of AICPA Statement of Position 97-2 to Certain Arrangements That Include Software Elements.” EITF 08-1 brings significant changes to the existing accounting guidance for non-software multiple deliverable arrangements. EITF 09-3 eliminates from the scope of  SOP 97-2 all "tangible products containing software components and non-software components that function together to deliver the product's essential functionality."   This webinar will provide an overview of the final consensus that was reached by the EITF during their September 2009 meeting on these significant EITF Issues that will have a major revenue accounting impact for software and SaaS vendors.

Discussion led by:
Joe Talley, Partner, Deloitte & Touche LLP