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Spring Break 2016 Educational Sessions
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Spring Break Educational Sessions

Keynote Address
The Dance of Generations: Leading the Multigenerational Workplace
Dr. Steven Shepard, founder, Shepard Communications Group LLC

The office technology industry is at a tipping point and two key forces — one technological, one social — are converging to make it happen. As they collide, they profoundly change the way we work, hire, manage, lead, motivate and engage with our customers. The first force is the ongoing convergence of emergent technologies that are redefining the use of data, the creation of insight, and the manner and pace at which we operate. The second is the reality of the multigenerational workplace and the remarkable changes that the millennial generation is bringing about. The touchpoint between these two forces is a Big Bang of opportunity and change that will not be repeated any time soon. Companies that recognize and respond to this new direction will reap significant rewards; those that do not will slip into irrelevance. This keynote session will provide a framework that companies can use to get the most from these two powerful change agents as they meet.

Shepard is the founder of Shepard Communications Group and an author, photographer and educator with more than 30 years of experience in the technology industry. He specializes in international issues in technology, with an emphasis on the social implications of technological change, technology infrastructure development, strategy creation, technical marketing and strategic technical sales.

Dealer Panel
Emerging Technologies — Impact on Sales & Service Operations
Moderated by David Ramos, director of channel strategy service, InfoTrends

Technology is the greatest change agent and the driving force for companies today. To become market leaders in 2016, companies need to leverage emerging technologies to optimize their business models, drive toward a customer-centric transformation and better engage with their customers. During this session, panelists will discuss their perspectives on leveraging technologies in order to package and sell IT services, improve sales of A3 and A4 hardware, improve service operations, and drive top performance, productivity, customer engagement and business transformation.

Ramos is the director of channel strategy service for InfoTrends. He is responsible for managing custom consulting projects, providing forecast analysis, developing market-sizing estimates and marketing channel strategy services to independent companies in the office equipment and IT services space. Prior to joining InfoTrends, Ramos held positions at IKON Office Solutions and Xerox.


David Lynch is the executive vice president of operations at Repeat Business Systems Inc., Albany, New York. Lynch began his career in the office technology industry in 1996. In 2004, he left the industry to start a successful IT firm, and in 2009, the firm was acquired by Repeat Business Systems. Lynch developed and grew the IT division to 20 percent of the corporation, in addition to managing all service and operations. He consistently achieved or exceeded benchmark performance. As a result of this success, Lynch was promoted to executive vice president of service and operations. He mentors others and is a resource utilized both by the company's manufacturer, Ricoh Americas Corp., as well as other technology companies nationally.

Since 1988, Chip Miceli and his brother Victor have provided the second generation of company leadership at Des Plaines Office Equipment Co. Inc. (DPOE), Elk Grove Village, Illinois, to ensure the delivery of the most technologically advanced products and services in the market. Started by their father in 1955, who sold used desks and chairs from his garage, today, the Sharp-authorized dealership has three locations in the Chicago area. DPOE's specialties include: print management, document solutions, MFPs and printers, telephone communication systems and, in recent years, managed IT services.

Doug Pitassi president of Pacific Office Automation (POA), Beaverton, Oregon, graduated with bachelor's degrees in business and physical education from Portland State University. He started his career in the office technology industry in 1987. Pitassi became a sales manager at POA in 1989, vice president of sales in 1996, and president and part owner in 2007. When he started with POA in 1989, the company was at $6.9 million and finished 2015 at $257.6 million. POA is the largest independent dealership in the nation, the largest dealership in the nation for Konica Minolta and Lexmark, the largest dealership in the West for Ricoh, and one of the top dealerships for Canon and Sharp.

Ken Staubitz is vice president of client services and aftermarket support at Modern Office Methods, located in Cincinnati, Ohio. With more than 16 years of office technology industry experience in all levels of service and operations, Staubitz previously worked at BEI Services. He has consistently exceeded the various financial and operational benchmarks that allowed him to successfully train and consult for both the dealer channel and various manufacturers to improve their service operations.

Educational Sessions
Why Revenue/Profit Diversification is Essential in the Evolving Office Technology Industry
Jerry Newberry, president, and Jeffrey Kelly, senior partner, Pros Elite Group

In today's changing marketplace with declining revenues, new customer expectations and fewer pages being printed, it has become essential for office technology dealerships to embrace a diversification strategy as well as solidifying current profit opportunities. What is your strategy? That is, what are you doing to maintain the long-term viability of your company? This session will provide the guidance dealers are seeking, addressing: the traditional office technology industry and the future revenue outlook of the dealer's core business; the new competitors in the industry and why they are evolving into the hardware sales and service space; important factors for dealers to consider if they opt to expand into other revenue streams (i.e., MPS, MNS, BPO, etc.) outside of the traditional copier/MFP space; how to successfully integrate these new revenue streams into a dealership's core business; and the financial and operational modeling information that allows dealers to accurately measure the success of these non-traditional revenue streams.

Newberry, president of Pros Elite Group, was formerly vice president of the Global Imaging Systems service organization. He developed the Dealer Service assessment process, which is now taught in the PEG Advanced Service Management HYBRID training. To date, more than 1,500 dealer and manufacturer service executives have attended this training. Newberry is also responsible for developing the new service financial and operational model for MPS. He has more than 28 years of experience in the industry and has made more than 200 company visits to improve profitability and operational performance.

Kelly has more than 28 years of experience in the office products industry both with Xerox Corp. providing consulting services, and working within the independent dealer environment. His area of expertise is maximizing service operational efficiencies and profitability. Kelly has worked with more than 150 service organizations with the goal of creating and executing customized strategic service plans that focus on defining proper roles/responsibilities, creating an environment of accountability, implementing effective process management, optimizing the structure of service, and effective financial and operational benchmarking in order to produce desired results.
Building a Managed IT Services Division
Mat Wolfgram, vice president of sales, The Office Technology Group

This session will focus on the ground-up development of a managed IT services department. The Office Technology Group's approach had been to build this up utilizing an outsourced model. This will be a step-by-step overview of how to get into the services market using industry partners. Learn how to build a managed services division by strategically aligning with leading partners, avoiding the costly investment in infrastructure. Learn how to hire the appropriate staff to be effective. Utilize a proven go-to-market strategy to secure the "right" business.

Wolfgram is vice president of sales for The Office Technology Group, a BTA member dealership in Milwaukee, Wisconsin. He leads the sales organization and has worked directly on the company's managed services expansion. Wolfgram has been in the office technology industry for 15 years. He started as a sales rep at a small dealership and, over the years, has held positions with IKON, Xerox and Ricoh. Wolfgram has performed in every role in the industry, from a sales rep to a specialist, as well as many levels of management.
Managed IT Services: Build or Partner?
Chip Miceli, president, Des Plaines Office Equipment Co. Inc. (DPOE)

Most office technology dealers have yet to enter the managed IT services field due lack of knowledge and concerns about costs, current personnel skill sets and reluctance to change the status quo. In this session, Miceli will talk about his dealership's experience in establishing Tech-Flex, its managed IT services offering, which is focused on providing customers with IT infrastructure efficiency, faster performance, fewer glitches and virtually zero downtime. Learn how this traditional dealership has made significant strides in diversifying its offerings to its customers. Miceli will discuss the pros and cons he sees in the managed IT services business that dealers must consider. He will also discuss the level of profitability dealers can expect in the early stages, as well as when the IT services division reaches full stride.

Since 1988, Miceli and his brother Victor have provided the second generation of company leadership at DPOE to ensure the delivery of the most technologically advanced products and services in the market. Started by their father in 1955, who sold used desks and chairs from his garage, today, the Sharp-authorized dealership has three locations in the Chicago area. DPOE's specialties include: print management, document solutions, MFPs and printers, telephone communication systems and, in recent years, managed IT services.

How to Build a Practice Selling Cloud & Hybrid Solutions
Mike Fleetwood, senior business development & services manager, SYNNEX Corp.

This session will help you better understand the trends in cloud software solutions so you can build a profitable reoccurring revenue stream as part of a managed IT services portfolio. We will review some of the key products, manufacturers, selling and profit models, and services needed to have a successful business. Office technology dealers who are currently offering managed services will learn how to expand their offerings to existing and new customers. Dealers who are not in managed IT currently will better understand what resources are available for them to get started.

Before joining SYNNEX, Fleetwood served more than 20 school districts in a consulting role through resellers, introducing managed services, Internet, networks, servers and computers into the schools and businesses. He played a key role in developing technology plans, e-rate plans and technology support. Fleetwood started a consulting company in 2009 and consulted with resellers to build business through adding managed services and business practices to their portfolios. He joined SYNNEX in March 2014. As the senior business development and services manager, Fleetwood's role is to lead the charge on the Google platform. Since joining SYNNEX, he has spoken to hundreds of school districts nationwide about Google, Chrome, Google Apps, Google Play for Education, instructional technology, funding, physical security and e-rate. Fleetwood also serves as the lead technical resource for Google for Work at SYNNEX. He manages the engineering team for physical security, digital signage and pro AV solutions.
Don't Just Move Forward — Accelerate With Managed IT
Jim D'Emidio, president, Muratec America Inc., and Kraig Kubicek, vice president of sales, Avatara

Managed services can offer independent office equipment dealers an increase in customer wallet share, account protection, annuity streams and margin, however many have hesitated to make the jump — or have made the jump and struggled due to the complexity, cost of investment and ever-changing technology. Where do you start? How do you start? How do you transition without losing not only your customer base, but also your financial investment and the ability to always stay on top of the latest technology? This session will answer these questions and more. Guided by D'Emidio and Scully, this session will give you a refreshing perspective and a peek into the future of managed services in the independent dealer channel.

D'Emidio joined Muratec in 1987 and has served in a number of roles with the company including area, district and regional sales management positions, as well as overseeing the Muratec national accounts program. He was promoted to vice president of sales in 1998 and strategically shifted the company's focus from retail distribution to the independent copier dealer channel. This strategy yielded a stronger sales performance, as well as increased profitability and stability. D'Emidio was promoted to his current role of president in 2008. He frequently participates in industry events as a guest speaker, presenter and panelist, covering topics such as managed document services, emerging technologies, document security and B2B sales strategies.

Kubicek is currently the vice president of sales at Avatara and is in charge of developing a nationwide channel program for Avatara's CompleteCloud solution. The CompleteCloud leverages virtual desktop infrastructure (VDI) technology and provides businesses a complete enterprise-level IT infrastructure that resides in secure data centers — all on a utility pricing model (per employee per month), providing a higher level of security, reliability, mobility and flexibility to their businesses. Prior to working at Avatara, Kubicek lead sales for Abstrakt Marketing Group, a marketing and business development company that specialized in working with copy/print, MSPs, VARs and technology providers.

Managed IT Lead Generation & Onboarding Best Practices
Lindsay Dick, director of sales, Collabrance LLC

Even dealers who are successful in managed IT continue to look for ways to improve their lead generation and customer onboarding strategies. Dick and her team at Collabrance have several years of experience working with their managed IT partners to develop and implement successful lead-generation strategies that fit with a dealership's culture and produce results. Once leads are flowing, the Collabrance service activation team works with partners to implement a proven onboarding strategy that is repeatable and effective. In this session, Dick will share these best practices with you and provide tactics you can take back to your dealership to implement.

Dick is the director of sales for Collabrance, a master managed services provider located in Cedar Rapids, Iowa, that helps technology providers scale their business in a low-risk way. She and her team provide business planning, education, training, sales and technical assistance, as well as a comprehensive suite of IT solutions. In her free time, Dick enjoys reading, volunteering in her community, and being outdoors hiking, running and riding her bike. She is a board member at her local YMCA, participates in Big Brothers Big Sisters and is on the leadership team for 100+ Corridor Women Who Care.
Reaching New Heights Through Social Media
Andy Slawetsky, president, Industry Analysts Inc. (IA)

Social media offers MFP dealers the ability to connect, market and work accounts at a level we have never experienced before. Best of all, most of it is free. You just need to know what is available to you and how to use it. In this session, Slawetsky will discuss social media and how small and medium-sized businesses can use it to make themselves stand out in their local markets. Platforms covered include Facebook, LinkedIn, Yelp, Twitter and more.

Slawetsky, president of IA, began his career selling copiers. In 1996, he joined IA as an industry analyst, covering the print and copy industry. In 2012, Slawetsky launched the industry's most widely read online industry publication, The What's Happenin' Report.

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