This boot camp examines the changing nature of B2B marketing and provides guidance to B2B marketers who want to integrate their marketing activities and show greater returns on marketing dollars spent. Attendees learn how to integrate marketing elements to drive demand, manage and nurture leads to reduce acquisition costs, use data to target and qualify the best customers, integrate with sales through the lead management process, measure marketing's contribution to the business, leverage emerging channels, and create a marketing technology infrastructure to automate marketing processes and measurement. Through discussions and group exercises, you'll learn how to align your marketing mix with business goals, integrate your campaigns, establish a dialogue with your prospects and customers, and improve the effectiveness of your sales relationships.

We are providing a special discounted rate for IT Forum attendees of $1,500 US.

To register and for more information, please visit: www.forrester.com/events/bootcamps.

Service-oriented architecture (SOA) is widely accepted as the new approach to delivering software that promises to eliminate many of the problems facing IT and business leaders today. These problems — outdated technology, siloed applications, conflicting standards, mismatched computing platforms, and single-purpose code that can't be reused — have stifled the productivity of IT organizations and limited their ability to serve the business. SOA's promise — to enable IT to deliver faster, more flexible business change — has organizations moving to adopt service-oriented development techniques and architectures. But any change in IT affects people, process and technology — over-focusing on just technology is a sure path to failure.

We are providing a special discounted rate for IT Forum attendees of $1,500 US.

To register and for more information, please visit: www.forrester.com/events/bootcamps.

Join IBM for an exclusive complimentary pre-event conference.

Businesses are under tremendous pressure to innovate and grow. And for IT execs, the challenge is clear — align IT organizations to be a strategic partner in business growth. The solution is better IT governance, which will allow organizations to align with business goals and investments while reducing the risks and costs of operating a secure, resilient business.

By attending this pre-Event conference, you will learn how to:

• Protect value and improve the security posture of your company.
• Create and manage value to enable quality service delivery at minimal cost.
• Preserve value and ensure optimal business continuity.

Top performing companies are driving business growth by enabling successful IT governance and risk management. In this session, IBM describes client scenarios that are common catalysts for enabling improved IT governance, risk management and, ultimately, for improved business performance. You will hear about how to consistently align business requirements with IT policy and implementation, supporting business resilience, compliance and successful service delivery. And you'll get a first-hand CIO perspective, from Rafael Rodriguez, ACIO, Duke University Medicine, about how Duke's IT organization improved control and visibility and successfully delivered increased value and ROI to its business.

Based on your business strategy, there are different "hot spots" around which you can assess your IT maturity for enabling improved IT governance and risk management. In this session, you will hear about IBM's experience-based approach, tools, technologies and services that support common "hot spots" for addressing development governance, operations governance, and risk management. This session will include real client scenarios around:

• Security: Securing company and customer data, managing role-based user access controls, and streamlining compliance reporting and risk assessment
• Service management: Delivering quality services with improved visibility and control for more predictable business results
• Business resilience: Defining and implementing business continuity initiatives, disaster recovery, and optimizing availability of critical information and services.

George F. Colony will set the stage for this Event by elaborating on his view of IT to BT. He will specifically address the CEO's role in this process.

IT leadership maturity is gaining significant ground through standardized, virtualized, and shared infrastructure, common IT processes rationalized applications, flexible services-oriented architectures, and user-driven technologies. But an IT-centric focus on strategy, metrics, and business relationship management frustrates firms' pursuits of IT excellence — and keeps them from realizing the emerging business technology (BT) model of IT management. This keynote will address:

• What defines IT leadership excellence?

• What is the current state of IT excellence — where are firms successful and where are they challenged?
• How can IT execs change their approach to technology and management to achieve IT excellence?

General Motors CIO Ralph Szygenda created a new organizational structure within GM's IT organization, the "process information officer" (PIO). Each PIO is responsible for implementing an entire IT process end to end across GM's global enterprise and driving global collaboration to foster innovation at GM.

During this session, you will:

• Learn how this approach is working at General Motors.
• Hear about the challenges and how they were resolved.
• Gain insight on how this approach may apply to your organization.

• How can you prepare your business context and drivers for IT spending to your peers?
• How do large organizations currently allocate budget and spending?
• What are IT management best practices as they relate to budgeting and planning?

During this session, Bob Willett will share his perspective on leveraging technology to transform Best Buy into a customer-centric enterprise. Using his own organization as an example, Mr. Willett will be sharing his experiences with the newest generation of in-store technology:

• What were the objectives of the business transformation?
• How is this being achieved?
• When will customers experience a difference?
• Lessons learned on the journey.

Many organizations have enterprise architecture (EA) programs, but few are actually architecting their enterprises. Dr. Ross' research shows that real EA is more than the sum of the business, application, data, and infrastructure architectures implemented by most IT shops.

In this session, Dr. Ross will explain:

• How leading organizations use EA to optimize their core and modularize their business.
• Why the most important characteristics of organizations' operating models are the degree of business process integration and business process standardization.
• How EA maturity impacts organizational flexibility.

The business of legacy modernization

More and more companies are moving workloads from their mainframe or midrange (iSeries or AS/400) systems to Windows Server. This session addresses the business dynamics, benefits, and options of such a modernization strategy for the enterprise CIO. It also addresses the currently available tools and experienced services partners.

Today, organizations grapple with a fast growing amount of information — all against the backdrop of an increasingly regulated environment. The challenge is maximizing the opportunities this information represents, while mitigating the risks that come with it.

Progressive organizations take a bifurcated approach to address this challenge. Enterprise search powers knowledge management, business intelligence, and enterprise social networks, while eDiscovery software enables litigation support and regulatory compliance.

This panel discussion will explore:

• The value of a unified platform approach to enterprise search and eDiscovery
• Proven strategies to comply with US Federal Rules of Civil Procedure
• Technology to turn information into your most valuable asset

The business-innovation role of IT excellence demands applications that are built for change. Forrester calls these "dynamic business applications" and defines them as applications that allow people and organizations to respond to changing opportunities and challenges quickly and at efficient cost. Dynamic business apps are just as important as mission-critical transaction-processing applications and should drive much of the IT investment in custom development, packaged applications, and the deployment of tools for information workers over the next five years. Dynamic apps that are built for change intermingle information management and collaboration tools with both structured and ad hoc business processes to support a flexible workforce capable of quickly adapting to competitive pressures, socioeconomic drivers, and rapid technology change. The foundations of dynamic business apps will be SOA, BPM, and the information workplace — and ultimately the entire Forrester Digital Business Architecture.

Like the proverbial cobbler's children, many IT organizations today still lack the very same ERP capabilities they've worked so hard to give finance, HR and sales. First defined in 2003 by BMC as an "ERP for IT," Business Service Management (BSM) provides the operational control and credibility IT executives need to succeed in light of today¿s business priorities. In this presentation, Bob Beauchamp discusses how a comprehensive BSM strategy can help IT win the business value race.

• Components of an IT organizational assessment
• Forrester's findings from recent assessments
• Organizational design best practices

CIOs across North America are grappling with the issue of doing more for less while also providing more reliable and predictable services. Outsourcing and offshoring are popular means to achieving those objectives. While outsourcing and offshoring can yield cost takeouts, organizations soon discovered a major limitation. Unless one's own house is in order, the expectations that an outside provider will deliver major benefits can prove to be a mirage. The talk will go beyond issues of leadership commitment and focus on the underlying conflicts in adopting and transforming processes. Mr. Prakash will provide many real-life anecdotes and promises to keep the talk lively and engaging.

Are you challenged with improving performance and lowering costs, while demonstrating the value of IT to the business? Are you struggling to deliver new products and services while managing internal and external customer expectations? Are you motivated to position IT as a strategic enabler instead of a cost center — driving business innovation and creating competitive advantage? Join Alan Ganek, CTO, IBM Tivoli Software and VP IBM Autonomic Computing, to learn how IBM's unified approach to enabling IT governance and risk management can help give IT a seat at the table. In this session, you will see a demonstration of how IBM can help you: align business goals with IT objectives; deliver projects on time, on budget, and within expectations; measure the cost/impact of operational outages; cut operating expenses by automating key IT processes; and deliver cost-effective, sustainable compliance.

A maturity model for the agile enterprise

Transforming an enterprise into a truly agile one requires progression through multiple levels of maturity in business and technical capability. EDS has enriched the popular SOA maturity concepts with a business view to create a more holistic approach to guide the enterprise through essential business process and organizational changes.

The traditional boundaries of the enterprise network are beginning to disappear. Employees are located in headquarters, branch offices, or work alone outside the corporate network. Likewise, business and productivity applications these employees need are deployed within the corporate data center or hosted out on the Intranet. This creates new challenges for IT — from both a performance and security standpoint. WAN optimization solutions help solve remote application performance problems, but is that enough? As the Internet and the corporate network become more integrated, what other capabilities are required to ensure IT maintains control of the distributed "boundaryless" enterprise?

Virtualization has rapidly progressed from an early adopter technology into a mainstream business practice. Organizations of all sizes are considering virtualization as one of their top IT priorities, in addition to the already widespread deployment of virtualization seen in today's IT environments. More than 20,000 enterprises including all of the Fortune 100 have embraced VMware virtual infrastructure for use cases ranging from server consolidation and containment, software lifecycle automation, business continuity and desktop manageability and security. Come hear more about how you can benefit from using virtualization technology.

As the Senior Vice President and CIO of Verizon Business, Judy Spitz has led many challenging initiatives to achieve business excellence. During this session, Judy will be focusing on the complexity of the MCI and Verizon merger by sharing:

• How Verizon Business planned for and delivered biz results — not just IT results
• Verizon Business' four strategic areas of focus
• How Verizon Business worked/organized and produced metrics with the biz
• How Verizon Business' IT infrastructure is preparing for the future

Today's information worker relies on a disjointed set of office productivity, content, collaboration, portal, and business intelligence tools. Future productivity and efficiency gains will be governed by how well an enterprise delivers information workplaces to not only traditional office workers but also the entire workforce — a workplace providing seamless, guided, contextual role-based, visual, and multimodal access to tools, applications, and information. Attendees will hear technology visionaries from IBM, Google, Microsoft, and Oracle discuss and debate:

• Why enterprises should invest in innovation for their information workers
• What innovations lie ahead for information workers
• How they expect to help enterprises move forward with information workplaces

Tonight, Forrester attendees will experience Nashville's favorite party place. Throughout the building, on all three levels, you'll sample a true taste of Tennessee with the Wildhorse Buffet and there is nothin' tame about it! Experience the bold spirit of American barbecue topped with the signature Wildhorse barbecue sauce. Let your taste buds two-step with barbecued pork and chicken, hearty salads, and mouth-watering desserts.

Come network with your peers as you kick up your heels with one of Nashville's greatest country music bands along with Nashville's top country-dance instructors, teaching the latest steps, as everyone boot-scoots on the dance floor. On the second level, attendees of all ages will be entertained. Kids ages 1 to 70 will love the video games and billiard tables.

The Wildhorse's boot-scootin' country hospitality, with its show-stopping lights, galloping horses, and a kickin' dance floor, will take you to a place like no other!

Today's developments in software for enterprises and in the structure of businesses and work will create a very different software industry in 2017. In this session, Forrester analysts will present three pictures of the industry in 10 years, describing the structure of products and vendors, the impact on key IT and business role players within enterprises, and the winners among today's enterprise software vendors. Attendees will participate in the analysis. Come prepared to roll up your sleeves and learn the long-term directions of this vital IT market.

Empower your organization's most important asset — your people. Join Chris Capossela for a lively discussion on how Microsoft technologies can unleash the power and creativity of your organization, helping to deliver greater business value.

Participants of this session will take away the following:

• Understanding of how to create a rich "information workplace" within your organization
• Knowledge of how organizations like yours are doing this today and the business results they're driving

• CRM process capabilities best practices
• How can you evaluate the risk of your CRM deployment approach
• Picking the right CRM tool using nearly 500 selection criteria

This presentation will examine best practices in offshoring and how the benefits of a successful offshore program extend beyond cost savings or avoidance. It will also look to challenge conventional thinking and offer a point of view on recent industry topics such as:

• Nearshore versus offshore.
• Single versus multisourcing strategies.
• Large versus midsize firms.

Aiden Colie, VP of Internet Technology for Time Interactive, will be sharing his views, compiled from over 20 years of technology experience for companies such as AIG, MetLife, Zurich US, and Prudential.

Enterprises, organizations, and people need to respond quickly and cost effectively to new business opportunities and changing competitive landscape. As a result, the applications supporting these businesses need to be "intelligent," "dynamic," and "adaptable." But how do you go after building such applications? In this session, Oracle will share its recommendations on the right mix of technologies, tools, building blocks, constructs, and patterns for enabling the dynamic enterprise.

IT Forum's techno innovation demonstrations are your first glimpse at new and alternative technologies that will provide solutions to your current business needs. View innovative products and services that will stretch the boundaries of what you had previously thought possible.

The following demonstrations will be presented:

• ArcSight ESM 4.0.
• Blue Note Session Suite Business Communications.
• Matrix 42 Empirum Security Suite.
• Planview Enterprise Portfolio Management.
• Serden Technologies InterAct ESTM.