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2018 BTA National Conference Educational Sessions
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Keynote Address

Sponsored by:

Redefine Impossible
James Lawrence, the Iron Cowboy

When Lawrence (a.k.a. the Iron Cowboy) announced his plan to complete 50 Ironmans in 50 consecutive days in all 50 states, the only people who believed he could pull it off were Lawrence himself and his wife, Sunny. An Ironman consists of a 2.4-mile swim, a 112-mile bike ride and a 26.2-mile run. In Lawrence's case, he would have to complete those distances and then make it to the next state in time to do it all over again the next day. Even his coach did not think he could do it; he penciled in another event the day Lawrence was supposed to complete the challenge. But with the support of Sunny and their five children, and with grassroots support conjured last minute via Facebook, Lawrence accomplished exactly what he set out to do. This keynote will contain the story of Lawrence's herculean 50-day journey and all the wonderful, miserable and life-threatening events that happened along the way, as well as a glance at his life leading up to the mission, and winning two prior world records.

Lawrence holds two world records in the Guinness Book of World Records: one for completing 22 half-Ironmans in one year (2010) and one for completing 30 full Ironmans in one year (2012). In 2015, he set a record for completing 50 Ironman distances in 50 states in 50 days. Through social media and the press, Lawrence was able to find fans in each state — anywhere from three to 500 people — to complete some of the Ironman alongside him, and supporters were invited to join him for the Iron Cowboy 5k (the last 3.1 miles of Lawrence's marathon). For his last Ironman in his home state of Utah, more than 3,500 people showed up. Along the way, Lawrence survived tropical storms, internal bleeding, hypothermia, hyperthermia, dehydration, nerve damage, infected foot blisters, a blood-clot scare, extreme sleep deprivation (he only got four to five hours of sleep each night) and a bike crash.

Lawrence is originally From Calgary, Alberta, Canada. He grew up a wrestler and later in life came to love endurance racing to escape the hectic routine of corporate America. After losing everything in 2008, Lawrence turned to his newfound passion for triathlon racing and went on to break two world records within three years. In 2015, he accomplished the unthinkable despite everyone saying his end goal was impossible. He completed 50 Ironman distance triathlons in 50 days, in each of the 50 states — the 50-50-50. Lawrence, his wife Sunny of 15 years and their five children live in Utah.

Team-Building Experience

Sponsored by:

The Contagion
What? The Contagion? What does that mean? It sounds like a movie title. Want to know more? You will as this very memorable team-building experience gets underway.

Vendor Panel

Production & Industrial Print: The Future of Imaging
Moderated by Frank Cannata, CEO, The Cannata Report

The Cannata Report has closely followed, covered and been a proponent for dealers to participate in production and industrial print since 2004. It believes that production and industrial print is the only true growth opportunity in imaging. This panel will explore the driving force behind the tremendous growth opportunities that high-volume print represents. The panelists will address the high-volume cut-sheet, wide and large format, and industrial print technology and markets. Dealer attendees will leave with the understanding that the high-volume arena offers a unique opportunity for the BTA Channel.

Cannata began his career in the office technology industry in 1970 with Saxon Business Products after serving four years in the U.S. Marine Corps as a commissioned officer. From there, he went on to hold senior-level marketing positions with Saxon Industries, Royal Business Machines and Canon U.S.A. Inc. In 1979, Cannata established Marketing Research Consultants Inc. to provide business intelligence and strategic advice to foreign manufacturers eager to enter the U.S. marketplace. With the introduction of The Cannata Report in 1982, he filled a void in the burgeoning independent dealer network by providing news analysis, critical business information and authoritative commentary. In 1985, Cannata garnered a larger audience by launching the Live Wire newsletter. Through his position as editorial leader of The Cannata Report and lead analyst with Marketing Research Consultants LLC, Cannata has also given keynote speeches and presentations, and moderated panels at industry seminars, trade shows and manufacturers' conferences in the U.S. and abroad. He also established The Cannata Report's Annual Awards and Charities Dinner, which has raised $1.9 million for numerous charitable organizations nationwide. A graduate of Seton Hall University, Cannata has served as past president of the Connecticut Alumni of Seton Hall University and received the school's Humanitarian of the Year Award in 1994. He currently serves on the advisory board of Seton Hall University's Charles and Joan Alberto Italian Studies Institute and previously served on the advisory board of the university's Stillman School of Business.

Panelists:

Helene Blanchette is global vice president of marketing for the graphic communications solutions group at Xerox Corp. She heads marketing globally for the graphic communications solutions group and is responsible for its integrated strategy, including the Premier Partners program, customer value proposition, business development customer resources and digital marketing. Blanchette joined Xerox in April 2018 after a nine-year journey in Asia as a senior leadership team member of Fuji Xerox Asia Pacific (FX). Her latest responsibilities were to lead the digital marketing transformation of FX, including the implementation of a regional digital marketing center. Blanchette's role also included the integration of FXDMS, a document management service company. Prior to Fuji Xerox, she headed graphic communication marketing at Xerox Canada. Blanchette has strong expertise in business operation, demand generation and go-to-market strategies. She is the original founder of the Xerox 1:1 Lab, which has gained worldwide recognition and has won numerous marketing innovation awards.

John Fulena is vice president of the commercial and industrial printing business group at Ricoh USA Inc. In this role, Fulena oversees the design and implementation of all marketing and business strategies to drive Ricoh's success in the commercial and industrial printing markets. Previously, he served as director of professional services and solutions marketing, where he was responsible for managing Ricoh's portfolio of software solutions, finishing solutions and professional services for its production printing business group (PPBG). This included creating and maintaining third-party relationships, management of internal cross-functional teams and overseeing the integration of the TotalFlow solutions portfolio. Fulena was a driving force behind the Business Booster Program, and was vital to the PPBG and Ricoh production printing solutions (RPPS) integration. He joined Ricoh in 2006 as one of the original members of PPBG and served as director of product marketing and sales development to build and develop Ricoh's first product line of sheet-feed color and black-and-white digital production printing solutions. With more than 30 years of industry experience, Fulena continues to be an integral part of Ricoh's accomplishments in the production print market. He holds a bachelor of science degree in marketing and management from Gannon University. His previous industry experience includes working at Kodak, Oce and HP Indigo.

Eric Hawkinson is vice president of marketing for production print solutions at Canon Solutions America. He has been part of the Canon Solutions America team for more than five years, but his involvement in the graphic arts industry spans more than a decade. Hawkinson's experience and passion for building communities give him a unique perspective on the power of networking, which he leverages to bring people together. Prior to Joining Canon Solutions America, Hawkinson spent more than seven years serving as the global executive director of Dscoop, an independent community of business owners and technical professionals. There, he used his skills in strategic partnerships to grow the user group into an international organization. More recently, Hawkinson has assisted in founding and serving on the Board of thINK — an independent Canon Solutions America User Community aimed at expanding the knowledge and reach of inkjet technology. He is also active on the Board of Two Sides, a non-profit initiative by companies from the graphic communication value chain.

Frank Mallozzi is chief revenue officer at EFI.




Dino Pagliarello is vice president of industrial print and graphic communications at Konica Minolta Business Solutions U.S.A..



Educational Sessions

Panel Discussion: Access Japan 2018
Frank Cannata, CEO, The Cannata Report

In May of this year, The Cannata Report's Frank Cannata, CJ Cannata and Scott Cullen spent 10 days visiting with senior management representing each of Japan's "Big Six" — Canon, Konica Minolta, Kyocera, Ricoh, Sharp and Toshiba. What did they learn? What can dealers expect in the coming years? This panel discussion will explore, share and provide insight into each of of the manufacturer's global strategies and priorities over the next four to five years. Access Japan 2018 is sponsored exclusively by GreatAmerica Financial Services.

Frank Cannata began his career in the office technology industry in 1970 with Saxon Business Products after serving four years in the U.S. Marine Corps as a commissioned officer. From there, he went on to hold senior-level marketing positions with Saxon Industries, Royal Business Machines and Canon U.S.A. Inc. In 1979, Cannata established Marketing Research Consultants Inc. to provide business intelligence and strategic advice to foreign manufacturers eager to enter the U.S. marketplace. With the introduction of The Cannata Report in 1982, he filled a void in the burgeoning independent dealer network by providing news analysis, critical business information and authoritative commentary. In 1985, Cannata garnered a larger audience by launching the Live Wire newsletter. Through his position as editorial leader of The Cannata Report and lead analyst with Marketing Research Consultants LLC, Cannata has also given keynote speeches and presentations, and moderated panels at industry seminars, trade shows and manufacturers' conferences in the U.S. and abroad. He also established The Cannata Report's Annual Awards and Charities Dinner, which has raised $1.9 million for numerous charitable organizations nationwide. A graduate of Seton Hall University, Cannata has served as past president of the Connecticut Alumni of Seton Hall University and received the school's Humanitarian of the Year Award in 1994. He currently serves on the advisory board of Seton Hall University's Charles and Joan Alberto Italian Studies Institute and previously served on the advisory board of the university's Stillman School of Business.

Panelists:

CJ Cannata is executive vice president and publisher of The Cannata Report. He is a marketing and sales executive with 15 years of experience in both the entertainment and consumer media industries. CJ has worked for corporations such as Time Warner and Martha Stewart Living Omnimedia, and he implemented integrated marketing programs for a range of clients, including Chrysler, Kraft Foods, MTV Networks and Verizon. CJ joined his family's business in 2013. During his tenure, CJ has directed a number of initiatives, including the creation of a website, a redesign of The Cannata Report's print edition and the establishment of an integrated marketing, branded content and advertising sales business. He has created several editorial franchises, including Women Influencers and Young Influencers, to reflect The Cannata Report's dedication to diversity and attracting young, technology-educated talent to the imaging industry. In addition, CJ serves as a writer and has authored several cover stories for The Cannata Report, in addition to contributing a range of articles, feature stories and photography. With an extensive background in event production, CJ has heightened The Cannata Report's Annual Awards and Charities Dinner into a full-fledged multimedia presentation with category exclusive sponsors. The event now incorporates both an after-party and a Women Influencers brunch held the next day. His diverse career also includes contributing to the creation of "Book Obsessed," a digital web series for Barnes and Noble. CJ has won two MIN Integrated Marketing Awards for programs he created and executed for Levi Strauss & Co. and MillerCoors during his respective tenures at Time Warner and FHM magazine. The roster of clients CJ has worked with also includes Diageo, Heineken, MasterCard, NBC Universal, Principal Financial Group, S.C. Johnson, Sundance Channel and Unilever. He has a bachelor's degree in international relations and Russian language and Eastern European area studies from Tufts University.

Scott Cullen is editor-in-chief of The Cannata Report. After losing what he thought was his dream job as an editor at a cable television magazine because of an acquisition, Cullen answered an ad in his local paper for an associate editor at Office Systems magazine and was promptly hired, marking the beginning his 30-year career in the office technology space. Throughout his career, Cullen has contributed to numerous regional and national business and technology publications both inside and outside of the industry, including Inc. magazine, Consumer's Digest, Intele-Card News, Mercer Business and Moxie Woman. He has also has served as staff editor, and freelance editor and writer for a several industry publications including The Office Magazine, Office Dealer, Office World News, Independent Dealer, Office Solutions and BTA's Office Technology magazine. In addition, Cullen has worked as a writer on special projects for a number of OEMs, including Xerox, Ricoh and Mita (now Kyocera Mita), and has written for Buyers Lab and CAP Ventures. In 2009, he launched The Week in Imaging, serving as editor and publisher of the digital publication that focused on news and developments in the imaging technology sector. Under Cullen's editorial direction, The Week in Imaging further developed the Elite Dealer of the Year Awards and the 40 Most Influential People in the Imaging Industry, editorial franchises he created during his tenure at Office Dealer Magazine. In 2014, Cullen merged The Week in Imaging with ENX to create ENX/The Week in Imaging, where he served as editorial director. In February 2016, Cullen joined The Cannata Report as managing editor and chief correspondent, and in October 2016, was named editor-in-chief. In addition to serving as editor-in-chief, he contributes news and feature stories and has introduced the "Social Networking With" column and "The Contrarian." Cullen was named to ENX/The Week in Imaging's "Difference Makers" List in May 2016.

The Path to Acquisition: Lessons Learned
David Ramos, vice president of business planning & analysis, Visual Edge Technology

In this session, Ramos will share lessons learned during acquisitions, and will give attendees suggestions on making your organization more profitable and efficient.

Ramos was the director of channel strategy service and data platform services at Infotrends (now Keypoint Intelligence), sales operations consultant at Strategy Development, and general manager and business development manager at IKON Office Solutions. He received a bachelor's degree from The University of Alaska Anchorage. In his current role as vice president of business planning and analysis at Visual Edge Technology, Ramos conducts benchmark analysis of current Visual Edge operating companies, facilitates operational improvements and efficiencies, and conducts due diligence for all acquisition targets.

Be Afraid ... Be Very Afraid: Hot Topics Within Labor & Employment Law
Tedd Kochman, attorney, Littler

As every employer knows (or must start to realize), the world of federal and state labor/employment law compliance continues to be a serious challenge, especially as the "rules of engagement," so to speak, remain in constant motion, dynamic and ever-changing. In this session, Kochman will focus on raising awareness and an understanding of the key recent developments at the state and federal level within the labor and employment law context. His session will provide a much-needed, sensible overview as to what every employer must know to be cognizant of avoiding expensive and draining legal landmines and litigation nightmares. Kochman will address how an employer must deal with the present day workplace culture of #metoo/#timesup allegations, as well as satisfying the demands of recent aggressive legislative activism (both at the state and federal levels) — i.e., from complicated paid sick leave laws and pay equity standards to ever-present restrictions on pre-employment inquiries and even post-employment restrictions. Further, he will discuss why employers must also continue to be aware of the heightened exposure and risks for workplace discrimination/harassment actions at the agency/court venues.

Kochman has spent his entire legal career as a management-side labor and employment law practitioner, representing both large and small companies in connection with a wide array of labor and employment matters. His practice encompasses all aspects of traditional labor law, day-to-day employment law and human resources counseling, handling workplace training activities and compliance, and involvement with employment discrimination litigation.

Add Six to Seven Figures to Your Top Line
Gil Cargill, owner, Cargill Consulting Group

One of the tragedies of the 21st century is that we are asking our salespeople to prospect utilizing techniques first documented in 1873. If you bring your prospecting tactics and strategies into the 21st century and automate them, your team will have a full funnel — all of the time. Their W-2s will go up, as will your bottom line. Moreover, morale will improve and recruiting and retention problems will go away. Use these tools that Cargill will present to automate your outbound prospecting in order to generate inbound, qualified, interested leads.

In 1978, after concluding a sales and management career at IBM, in which Cargill led his sales team from a dead-last rating among 220 branch offices to first place in less than a year, he launched his own consulting practice, Cargill Consulting Group Inc. He has spent the past 39 years as a consultant, speaker and trainer, helping thousands of businesses achieve dramatic and permanent improvements in sales productivity. Cargill has taught salespeople across diverse industries the importance of developing sales processes, the advantages of implementing new technology and the benefits of tracking sales performance. He is a frequent speaker at national conventions and meetings of Vistage International, formerly The Executive Committee (TEC), and has been a consultant to such organizations as Toshiba, Apple Computers, Borg Warner Weyerhaeuser and many thousands of growing small-to-medium-sized businesses. In 1996, Sales & Marketing Management magazine named Cargill one of the "Top Six Speakers in the Country" and Successful Meetings magazine listed him as one of the "Hot 25 Speakers to Watch For."

Being a Data-Driven Dealership: Data Marketing to Drive Strategic Revenue Growth
Dominic Pontrelli, marketing & strategy advisor, Pontrelli Marketing & Randy Dazo, group director of office document technology, Keypoint Intelligence-InfoTrends

In order to be more cost efficient, dealers today need to become much more tactical and strategic when it comes to running their organizations. Utilizing information and data to become more data driven can help dealerships drive down costs, as well as pinpoint specific areas of focus. Each office technology dealership has a rich eco-data system including ERP, CRM and related supplier systems designed to support its business model. In this session, Pontrelli and Dazo will: talk about trends, and why it is important to become more data driven; discuss how dealers can leverage the information they currently have; and introduce data marketing to the office technology dealer channel, where marketing analytics provide dealers a clear view of their data to easily identify market segments to drive strategic growth initiatives based on their performance against the overall market opportunity. Office technology dealers will benefit from a marketing foundation to leverage their core strengths and proven capabilities, targeting specific customer segments and vertical markets that will yield the highest probability of success.

Pontrelli is a top-performing and results-driven FG500 marketing and sales executive. With 17 years of marketing leadership experience and 17 years of sales leadership experience at the corporate level, he has demonstrated the unique ability to align marketing and sales efforts to successfully execute common strategic growth initiatives. In January 2015, Pontrelli retired from Ricoh as senior vice president of Americas marketing after 34 years of tenured service within the Ricoh Family Group. He has held other key executive roles, including general manager of Ricoh global services, Ricoh Co. Ltd., Tokyo, and vice president of marketing at Lanier. Pontrelli formed Pontrelli Marketing Inc. in February 2015. He now focuses his efforts on the development of a comprehensive marketing foundation within the OED channel. Pontrelli is committed to working closely with companies as a virtual marketing officer (VMO) to enhance their marketing capabilities through his proven data marketing and target marketing campaign process.

Dazo is the group director for InfoTrends' office document technology services and BLI's office editorial and analyst team. These teams work on the insights, reporting and analysis for the hardware, supplies, solutions, services and verticals markets for both InfoTrends and BLI office group offerings. With more than 25 years of experience in the IT and office technology industry, Dazo leads InfoTrends' and BLI's continuous information service practices in the office technology area on a global basis. Prior to joining InfoTrends, he held senior positions at Ricoh, Sharp, Net2Phone, Minolta and Canon in various roles of product and channel marketing, sales, training, service and professional services and solutions. Dazo holds a bachelor's degree in economics with a minor in technology from State University of New York at Stony Brook.

Operationalizing Benchmarking to Drive Profit Growth
Steve Rolla & Jeff Kelly, senior partners, Pros Elite Group

In this session, attendees will be exposed to the most critical benchmarks that drive profitability and cash flow in all three functions. Rolla and Kelly will share execution skills and technology tools that lead to the achievement of critical benchmarks. They will also share senior leader benchmark dashboarding and inspection processes that lead to the achievement of revenue and profit growth.

Rolla has been in the office technology industry for 48 years and is one of the few company presidents in the industry who has come from a service background. Most of the industry knows of him as the president of organizations that have achieved IKON's CEO of the Year award or Global Imaging Systems' Chairman's award. He also brings 15 years of experience as the vice president of service and operations for A-Copy, the largest independent dealership the industry has ever known, where he managed a powerful organization with more than 25,000 customers and 250 service personnel.

Kelly has more than 30 years of experience in the office technology industry. He has worked with Xerox Corp. as an industry service consultant and as a director of service within the independent dealer channel. While working at Xerox corporate headquarters, Kelly was responsible for going into service branches and implementing processes and systems to ensure maximum margins and field performance. His area of expertise is maximizing service operational efficiencies and profitability using proven systems.

The Growing Importance of Cybersecurity
Daniel Bartus, vice president in equity research, Merrill Lynch

This session will focus on the growing importance of cybersecurity and the evolution of the market. With the number of breaches and the complexity of networks increasing, CISOs/CIOs across all industries must constantly assess new products and strategies to combat the problem. Bartus will take an in-depth look at the threat landscape, market segmentation and growth dynamics, the competitive environment and the next big areas of growth. He will also provide a perspective that is practical from both an investment and implementation perspective.

Based in New York City, Bartus is a vice president at Bank of America Merrill Lynch covering cybersecurity and data networking stocks. He focuses on in-depth financial and technology research related to publicly traded security vendors, as well as startup communities. Bartus' team has consistently placed in the top three rankings for Institutional Investor's top broker polls. Previously, he was an equity trader at Trillium Trading and an account manager at Crisp Wireless. Bartus has a bachelor's degree in economics from Hamilton College.

The New Tax Law & Practical Implications for You & Your Business
John Sullivan, attorney, Sullivan & Associates

This session will provide the highlights (and lowlights) of the new federal tax law that was recently enacted. Sullivan will discuss the changes as they apply to businesses and their owners, as well as their future implications. Additionally, he will cover how to move forward to possibly maximize your tax position and/or mitigate any additional liabilities that may result from this new law.

Sullivan is the founder of Sullivan & Associates Law Firm P.C. The firm handles all aspects of tax and corporate law. He has more than 23 years of experience in tax and corporate law, and advises companies of all sizes from the Fortune 500 to well-established mid-sized companies, along with startups and development-stage companies. Sullivan's experience includes all facets of tax and business planning, including federal, state and local tax controversy/audit representation, corporate restructuring, mergers and acquisitions, nexus analysis and minimization, and acquisition due diligence. He is an expert in federal income and excise taxes, as well as state and local income, sales/use taxes, payroll and telecommunication taxes. Sullivan has argued cases in front of the United States Tax Court, the Maine Supreme Court, New York Tax Appeals Tribunal, Alabama Tax Court of Appeals, Pennsylvania Tax Court of Appeals, and has handled income, sales/use and payroll tax audits in 40 states and in front of numerous local jurisdictions throughout the United States. He works with clients in a broad spectrum of industries including IT, real estate, construction, retail and e-tailers, service-based entities, telecommunications, finance, multimedia, hotels, law firms, manufacturing and pharmaceutical companies. In addition, Sullivan also advises the owners of businesses on personal income tax matters, providing income tax planning and personal income tax audit representation in front of federal, state and city taxing authorities. He is also a frequent speaker and lecturer. Sullivan is a recurring speaker at Hofstra University at its Entrepreneurial Assistance Program as he teaches young entrepreneurs on entity choice on the formation of their businesses and their tax implications. He has also recently spoken at the Mover and Warehousemen's Association, The Special Event (Event Planners) conference, and in front of various financial institutions in New York regarding recent changes to the federal tax laws.

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