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Location: IBM, Waltham (North Entrance)
Series: (none)
Sales & Marketing Roundtable: Crafting a Successful Vertical Market Attack Plan

Thursday, May 13, 8:00 - 10:00 AM
IBM, Solution Partnership Center
404N Wyman Street, Waltham
For directions, please visit

Registration and breakfast begin at 7:45 AM. The charge for this program is $40 for Members and $50 for Non-Members who pre-register; $50 for Members and $60 for Non-Members who register at the door.

Increasingly sophisticated IT customers are demanding that their suppliers of software and services possess a deep understanding of their industry-specific business processes and challenges. Not surprisingly, IDC recently reported that the top software investment priority for 2004 among enterprise buyers is to implement industry-specific solutions. Large technology providers like IBM and SAP, as well as IT consulting and implementation shops like Accenture, have developed strong vertical industry expertise and go-to-market strategies. How do you transform your company to quickly and effectively develop and execute a vertical go-to-market strategy?

Vertical Market Attack Plan Strategy & Tactics
During an interactive presentation by 'start-up veteran' and strategic marketing and business development professional Mike Grandinetti, SVP and Chief Marketing Officer at Yantra and Senior Lecturer at the MIT Sloan School of Management, you will learn how to:

  • Create executive team and Board level commitment for your vision
  • Drive alignment across all key functional groups
  • Create industry-specific business plans and go-to-market strategies
  • Hire industry experts and integrate them into your organization
  • Identify key business partners and deliver whole product solutions to your target verticals
  • Develop segmented, industry-specific target account lists that map to your existing products and services
  • Rapidly achieve awareness and relevance in your target markets with key influencers and power brokers
  • Develop actionable demand creation plans for your target markets

A Live Case
Following Mike Grandinetti's session, Kim Donlan, CEO and Founder of Presension, will present a live case situation facing her company. Presension is interested in developing a plan to penetrate two specific vertical markets and will be asking the Roundtable participants for help. We will choose one of those vertical markets and help Kim craft an attack plan for the chosen vertical.

Our two participant speakers are very well-suited to assist us with the May Roundtable topic:

Mike Grandinetti is Senior VP and Chief Marketing Officer at Yantra, and also holds a faculty appointment as a Senior Lecturer at the MIT Sloan School of Management. Previously he held senior executive posts with several venture-backed software companies, where he helped guide two through IPOs and subsequent acquisitions. Earlier in his career, he was a management consultant with McKinsey and Company and managed a major account sales team at HP. Mike has served as a judge for the past 6 years in the MIT $50K entrepreneurship competition, is an Advisory Partner with Flagship Ventures, and sits on the board of WGBH as well as several technology companies and non-profits. He holds an MBA from Yale, where he was named the Jess Morrow Johns Memorial Scholar and was the recipient of the Procter and Gamble Marketing Leadership Award. He is a member of the National Engineering Honor Society.

Kim Donlan, CEO and Founder of Presension, is pioneering the technology and process that will revolutionize the face-to-face selling experience. Kim is the developer of Perfect Pitch's, the leading enterprise presentation management, delivery, and measurement technology for the high tech, financial, and pharmaceutical industries. Kim is a recognized expert in the development, design, and delivery of strategic selling solutions and has over 19 years experience creating critical sales, marketing, and IPO presentations for Fortune 500 and emerging companies. Prior to founding Presension, Kim was CEO of GreenStar Productions, a interactive communications firm she started in 1991 focused on new product launches and sales generation tools for Siemens Rolm Communications, Dupont Radiopharmaceuticals, Merck, Shipley Company, Loctite Corporation, Gillette, and Braun, among others. Kim holds a BSBA from Northeastern University, a web designer certificate from Boston University, and is presently working towards a master's degree in communications.

As always, we expect that the May Roundtable will be another productive, interactive learning experience for all participants!

Cost: Members
The event is over.

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