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Software University

Last Class:

Marketing Spend:
How to Stop the Bleed in 2010

December 17, 2009
9am Pacific, 12pm Eastern

What it's about...

Performance should be measured by outcomes, not just activities.

Yet many CEOs still measure marketing on the number of trade shows attended, media mentions, and e-mail list size.

And some still allocate marketing spend across multiple mediums, hoping to "hit the jackpot" with just one of them.

Just in time for your 2010 planning sessions, you'll learn…

  • How much marketing strategy is needed
  • How to keep your marketing tactics and budget spend inline – every time
  • How to hold marketing accountable to company objectives and targets

… and much, much more.

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Each year, SoftwareCEO/CompTIA forms a select panel of industry experts to evaluate the nominations and determine finalists and Software Innovation Award winners. These industry experts, are analysts, consultants, writers and trade press, and subject-matter experts. Judges must submit an application which is reviewed for experience and expertise.

SoftwareCEO 2009 Innovation Awards

Each year, SoftwareCEO/CompTIA forms a select panel of industry experts to evaluate the nominations, and determine finalists and Software Innovation Award winners. These industry experts, are analysts, consultants, writers and trade press, and subject-matter experts. Judges must submit an application which is reviewed for experience and expertise.

If you are interested in being a judge next year, please submit your resume and what categories you would like to judge to Mark Fogle. Judges are recognized on the SoftwareCEO Web site and at the Awards ceremony.

The judges use the information given on the nomination form, including any supplemental materials provided (demos, etc), and apply the Award Criteria to determine finalists. Every nomination is thoroughly reviewed. Selected review of Web sites and other industry information may be performed during judging. Once judging is completed, finalists are then notified, and a short time later, the winners.

SoftwareCEO encourages the judges to provide comments on the nominations. Our goal is to make the judging process as transparent as possible. SoftwareCEO will provide nominees with all constructive comments made by the judges. After the finalists have been announced, nominees may request judge feedback by contacting Mark Fogle at mfogle@softwareceo.com.

Our esteemed panel of judges for 2009

We want extend a sincere “thank you” to our panel of judges this year. If not for their tireless efforts in evaluating all the competitors, we wouldn't have a competition.

  • Bruce Hadley
    A veteran of three startups, Bruce Hadley spent 20+ years in software marketing, sales, and operations. One of those companies went public, and the other two were sold to much larger software firms. Before founding SoftwareCEO, he was editor of one of the industry's leading news and research publications.


  • Robert Biddle, CompTIA Security Trustmark
    Bob has over 20 years of channel sales and marketing experience for software products ranging from Quattro Pro to VideoDirector to Diskeeper. Bob has worked for a number of software start-ups in a wide range of marketing, sales, and channel development roles. He joined CompTIA to help build the Security Trustmark program which establishes business level accreditations on security for solution providers. These initiatives included interacting with leading software vendors and solution providers.

    Until relinquishing the reigns to focus on CompTIA's Security Trustmark program, Bob was also Publisher of SoftwareCEO.


  • Sue Anderson, eVoice Marketing & Communications
    Anderson is a 23+ year software veteran who writes articles and marketing material for the high-tech industry. She helps ISVs transform their convoluted, tech-focused collateral into benefit-rich sales copy through eVoice Marketing & Communications.


  • Winton Churchill, Churchill Method, Inc.
    Churchill has more that 25+ years experience developing, planning, organizing, and executing sales and marketing programs targeted in markets with complex sales cycles. He's a best-selling author of "Email Marketing for Complex Sales Cycles," and has played a key role in a number of successful growth stage software companies, namely:

    • senior sales, marketing, and management roles at Apple, Oracle, Sun, Legato, and Netfish (now IONA), plus
    • VP of sales and marketing for Contact International Corporation, Inc.
    • VP of marketing and OEM sales for Spinnaker Corporation (the world's 10th largest supplier of PC software during his tenure)


  • Robert Dubicki
    Dubicki is SoftwareCEO moderator and 25-year veteran of the software industry. He's held management and professional roles in both large and small software companies in marketing, pre-sales, services, development and consulting. Currently, he is the director of marketing at TP Systems, a software and IT services provider.


  • Colleen Francis
    Francis is an experienced, top-notch software sales pro who knows how to make progress in a difficult market. Whether it's bad economy, government sales or a new market, it makes no difference - she gets the job done.


  • Gordon Graham, ThatWhitePaperGuy.com
    In addition to being SoftwareCEO's editor, Graham has published 750+ magazine articles explaining technology to everyone from accountants to woodworkers. And since 1985, he's won more than a dozen awards from the Society for Technical Communication (STC).

    Unlike most writers, Graham also has first-hand experience as a marketing executive. Graham was VP marketing for a wireless software/hardware vendor, where he helped build revenues from $250,000 to $14 million in three years. He did this, in part, by sponsoring a big set of case studies that enabled his firm to "eat the lunch" of larger competitors.

Details

For details and frequently asked questions on the Software Innovation Awards:

Finalists and Winners

Here are the finalists and winners from prior years: