BMA Monthly Luncheon Seminar

featuring

Pat House Siebel Systems

Thursday, March 17, 2005

Harry Caray's | 11 a.m. - 1:45 p.m.
"E-Business to Business: Siebel's Solutions"

How does a company go from a small startup operated by a handful of entrepreneurs to a $1.5 billion powerhouse with more than 7,000 employees, all in 10 short years?

Pat House, co-founder and vice chairman of Siebel Systems Inc., was the principal driver of the Silicon Valley software company's marketing programs for a winning decade.helping it grow from a simple startup in 1993 to the global leader it is today. Fortune magazine has recognized Siebel Systems as the fastest-growing company in America, and BusinessWeek has named it the world.s highest-performing software company in its "INFO TECH 100 Annual Report."

Today, Siebel Systems is a global corporation providing comprehensive e-business solutions to many of the world's leading corporations, including IBM, Deutsche Telecom, Lucent Technologies, Chase Manhattan Bank, Charles Schwab Corp., Yahoo!, Microsoft Corp. and Kellogg Co.

At BMA Chicago.s monthly luncheon seminar March 17, House will share lessons learned from her company's impressive growth performance--including what worked best and what did not work at all. She will describe the size and scope of Siebel's marketing activities and how a focus on metrics, closed-loop accountability and a tight working relationship with the company's sales organization fueled an efficient go-to-market engine.

In her efforts to make the company successful, House has always made sure that Siebel is renowned for its customer service. The effort begins at home, she noted in a 1999 Information Week article. "Other companies behave like they.re an extension of a dorm room or a frat house," she said. "Our customers deserve for us to behave professionally."

She will also share what companies ranging from Hewlett-Packard to L'Oreal to The New York Times are trying to accomplish with their trailblazing efforts in marketing automation aligned with the sales process.

HOW TO REGISTER

Register and pay online by clicking here or by contacting Paul Lesher at 312-943-8040 or info@bmachicago.org.

Date	Thursday, March 17
Where	Harry Caray's Restaurant 33 W. Kinzie
When	11 a.m. to noon, Networking Hour Noon to 1:45 p.m., Luncheon Seminar/Q&A
Cost	$45 for BMA members and guests $65 for nonmembers
Note	Business attire required (e.g., no jeans)

Pat House

Pat House, Siebel Systems' co-founder and vice chairman, has held a variety of executive positions at Siebel Systems, including executive vice president and vice president of strategic planning, and was primarily responsible for leading the marketing and partnering strategy at Siebel Systems. In the late 1990s, she led efforts to reposition the company around e-business, a strategic move that helped the company more than double its annual revenues from $822 million to more than $1.5 billion within three years. Today, she continues to provide leadership on key strategic initiatives and maintains close ties with many of Siebel's Fortune 500 customers.

House started her high technology career in 1982 when she moved to Northern California to join Verbatim Corp., a leading manufacturer of floppy diskettes and other storage devices. While at Verbatim, she held a number of product marketing and brand marketing positions. In 1987, House joined Oracle Corp. as a senior marketing manager. From Oracle, she moved to Frame Technology Corp., a document authoring software company, where she was named executive vice president and assisted in taking the company public.

A member of Siebel Systems board of directors since 1991, House also serves on the boards of Levi Strauss & Co. and BDNA Corp.

Active in education, House is a member of the Corporate Council of Interlochen, an educational institution in Traverse City, Mich. Targeted at talented and highly motivated young people from around the world, Interlochen emphasizes excellence in artistic and academic achievement and arts presentation.

House is also a frequent industry speaker and a guest instructor at Stanford University, where she lectures in the MBA program and teaches courses in entrepreneurship. She is a graduate of Western Michigan University, where she earned a B.A. in education.

House is the co-author, along with Siebel Chairman Thomas Siebel, of the business book .Cyber Rules,. published by Doubleday. Now a global best-seller, "Cyber Rules" has surpassed more than 300,000 copies sold and is in print in English, German, French, Spanish, Japanese and Chinese.

House has been named one of Fortune.s 50 Most Powerful Women and the Entrepreneur of the Year by the Forum for Women Entrepreneurs. She also is an active philanthropist and a patron of the arts.

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March Breakfast Roundtable

Beginning this month, BMA will launch a Breakfast RoundTable Series on Search Engine Marketing.

The first session, "Types of Search Marketing: What Matters Most to the B2B Marketer," will be held Tuesday, March 8, at Smurfit-Stone Container Corp., 150 N. Michigan. This first session will include an in-depth analysis and side-by-side comparison of the different types of search-engine marketing available to the B2B marketer (such as paid search, SEO, local, contextual, shopping comparison, etc.). Analysis will include what the search types are, how they work and how they are all related and/or different from one another.

Session two, "Search Marketing Technology Tools and Metrics That Matter," will be held April 12 at Resolution Media, 325 W. Huron. This session will help the search-engine marketer understand which search technologies are available, how they are used and more.

The third session, "Strategies, Tips and Best Practices for Achieving Search Marketing Success," will be held May 10, again at Resolution Media. This final session will dive deep beneath the surface of search-engine marketing to uncover a variety of strategies that can be deployed to reach financial success.

Register here or call Paul Lesher at (312) 943-8040 or email info@bmachicago.org.

Date	Tuesday, March 8
Where	Smurfit-Stone Container Corp., 150 N. Michigan
When	8 to 10 a.m.
Cost	$15 per person
Note	Business attire required (e.g., no jeans)

February Luncheon Seminar Report

First, Best or Different?
By Michele White, principal, Work In Motion

To partner or not to partner. That was the question at the February BMA Chicago luncheon seminar.

"The Power of Partner Ecosystems: What's Hot and What's Not" featured three panelists from the alliance-heavy computer industry.

Maria Wynne, business marketing officer for Microsoft's Enterprise Sector, Midwest, stressed the need for partners to engage in the three "C's": joint commitment, communication and customer-centric thinking.

Randy Schilling quoted the apparently marketing-savvy country music singer Loretta Lynn, who once said she wanted her music to be "first, best or different," when describing the options he faces as president and chief executive officer of Quilogy, a leading regional systems integrator and a Microsoft Gold-Certified Partner.

Shilling gave background and perspective on the pros and cons of becoming a certified Microsoft partner. Highly dependent on partners for the majority of its product implementations, Microsoft offers many ways to partner and a variety of partner levels. The challenge, of course, for partners such a Quilogy is that the partner community is highly competitive, and maintaining a solid partnership requires building a lot of relationships within Microsoft. To become Microsoft-certified, employees need to be certified, but partners also need to establish accounts that can be referenced. Case studies are among of the criteria required for higher-level partner relationships.

Heather Clancy, editor of CRN (originally Computer Retailer News, then Computer Reseller News and now simply CRN), pointed out how sales compensation systems can encourage partnering. One company credits salespeople at 125% for sales made through partnerships-a sharp contrast to standard industry practice, which often penalizes such sales.

If a partnership is to work, both partners and vendors need to play a role in creating demand. Increasingly, solution providers are partnering with each other, looking to their peers for help.

Clancy also stressed that successful partnerships are built on explicitly defined rules of engagement, partner account management policies, presales support options and resources, and conflict resolution plans.

Other Worthy Events
& Announcements

March 9 BtoB Magazine's Breakfast
Net Marketing
7:45 - 10 a.m.
Learn how to effectively use the Internet in your integrated marketing and advertising campaigns at this month's BtoB NetMarketing Breakfast on Wednesday, March 9, at the Hyatt Regency Chicago, 151 E. Wacker Drive.

Featured speakers include Dave Cerino, general manager of Orbitz for Business; Kurt Baldassari, director of e-commerce at CDW Corp.; and Cindy S. Lieberman, director of marketing communications at Zebra Technologies Corp. Ellis Booker, editor of BtoB magazine, will moderate the panel discussion.

Tickets are $45 in advance and $55 at the door. Click here to register.

March 10 CRMA Meeting:
Is Your Marketing on the Mark?
The Chicago Customer Relationship Management Association presents a panel of successful marketing vice presidents, moderated by an authority on high-performance marketing, for its March 10 meeting.

The moderator, Naras Eechambadi, is the founder and chief executive officer of Quaero Corp., a marketing services company that helps Fortune 1,000 companies in a wide range of industries.

The panelists include Bill Brandell, senior vice president of sales and marketing at Rexam Beverage Can Americas, and Alison Zepp, vice president of marketing at Juno Lighting.

The event will be held Thursday, March 10, from 7:30 to 10 a.m. at the Equitable Building, 401 N. Michigan Ave., Lower Level. The cost is $30 for members and $40 for nonmembers. Register online.

Word of Mouth Marketing Summit
March 29-30
Gleacher Center
"There is only one thing worse that being talked about, and that's not being talked about!"

The Word of Mouth Marketing Association is holding the first-ever conference on the art and science of word-of-mouth marketing March 29-30 at the University of Chicago Graduate School of Business's Gleacher Center in downtown Chicago. Don't miss this event if you want to master viral, buzz, word-of-mouth, evangelism, grassroots, and other customer-centered marketing strategies. The Word of Mouth Marketing Summit 2005 will feature more than 40 speakers who are pioneering the tactics that deliver measurable results. BMA members can save $75 by using the code "welovebma" when registering at www.womma.org/summit.

Stuart Seeks 'Real' Input for Marcom Program
Illinois Institute of Technology's Stuart Graduate School of Business is seeking "real world" assignments to integrate into its Marketing Communication Program. Opportunities exist for classes in Consumer Research, Database Marketing, Media Analysis, Direct Marketing, Sales Promotion, Customer Relationship Management and others. Projects can be one to two weeks in length or longer-up to an 11-week Practicum, in which you become the "client" and teams compete to win your "business."

For more information, call Sandy Bredine at the school's Loop campus (565 W. Adams St., Chicago) at (312) 906-6540 or email him at Bredine@stuart.iit.edu.

March 30 ISBM/BMA Meeting
To Explore Internal Branding
The next meeting of the Institute for the Study of Business Markets/BMA Business Marketing Brand Consortium will be Wednesday, March 30, from 8:30 to 4 p.m. at the Sofitel Chicago O'Hare. The topic is "Internal Branding: The Imperative, Challenges and Opportunities."

Scheduled speakers include: Dr. Don Schultz, Northwestern University; Dr. Robert Lauterborn, University of North Carolina at Chapel Hill; Dr. Raj Srivastava, Zyman Brand Research Institute, Emory University; and Dawn DiMartino, AT&T.

To sign up, call 814-863-2782 or email here. You can also register here.

The Institute for the Study of Business Markets (ISBM), founded in 1983 and headquartered at Penn State University, is the largest research center focused on b-to-b marketing and sales in the world. With connections to more than 60 researchers, and with the support of more than 50 Fortune 500 member firms, ISBM provides b-to-b marketers with the expert insight, educational and organizational tools, and collaborative opportunities necessary to achieve marketing excellence. For more information, click here.

Windy City BizBash
To Be Held June 9
The 2005 Windy City BizBash will be held on June 9 from 5:30 to 9:30 p.m. at the Chicago Cultural Center, 78 E. Washington. Each year, Chicago BMA's annual fund-raising event brings together the most amazing and amusing marketers in the city. BizBash seems to get better every year, with more people having more fun and making more valuable professional connections.

For more information or to volunteer for this year's event, call or email Mary Uhrina at 630-274-0654 or mary.uhrina@therdigroup.com.

Following is a list of those who have volunteered for this year.s event so far: Gan Avery, Katherine Brown, Linda Carlisle, Doug Davis, Merry Elrick, Andrew Favreau, Catherine Filarski, Anne Fiorito, Pat Harrington, Lynn Hazan, Bill Hebel, Liz Hinkle, Alyson Howard, Chrissy Knaak, Paul Lesher, Susan Levand, Sari Lipschultz, Bill McDonald, Brian Pelletier, Marla Schrager, Beth Seen, Dennis Skigen, Gary Slack, Mary Uhrina, Sharon Gitles Uslan, Molly Winkelman, Lana Wos and Larry Zar.

2004-05 Board of Directors