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Cruise to Success 2014 Educational Sessions

Cruise to Success Educational Sessions

Keynote Address
Sea Change: How the Cloud is Reshaping the Convergence of Office Equipment & Managed IT Services
Michael George, CEO, Continuum Managed Services LLC

Huge opportunities are on the horizon as cloud spending is expected to reach $200 billion by 2020, which is helping drive the consumerization of IT and prompting companies to rethink the way they deliver technology products and services. Yet, many IT services providers view the cloud as a threat due to lower margins and the prospect of losing clients to major cloud providers. So, is the cloud an enabler, a disruptor or both? While cloud adoption is increasing, many questions remain about public versus private or a hybrid model, which applications to choose and, most importantly, how to thrive profitably in a rapidly changing environment. George will address how this is especially critical for dealers who seek to capitalize on the convergence of office equipment and managed IT services.

George is the CEO of Continuum. He has more than 25 years of experience in starting, building and leading world-class software companies. Previously, George was CEO of RFID software leader OATSystems, where he successfully repositioned the company with a vertical market strategy and dominated several key market segments. OAT was acquired by Checkpoint Systems in 2008. Prior to OAT, he was the CEO of Bowstreet and successfully redefined the company as a leader in portal infrastructure composite applications. Bowstreet was acquired by IBM in 2005. George is a graduate of Suffolk University, where he served as a trustee for 10 years. He also completed MIT's Birthing of Giants Executive MBA Program.

Dealer Panel
Driving Your Dealership's Transformation
Moderated by Jon Reardon, group director, Office Document Technologies, InfoTrends

Today, office technology dealers are facing significant changes. Consider some of the realities: a new generation, now entering the workforce, appears to be content with digital information only; mobile devices are in everyone's hands; increasingly, information is stored in the cloud; and a focus on managed IT services is becoming prevalent. Is it time to transform your dealership? What steps should you take? Business transformation is achieved by: realigning how your sales, marketing, service and administration staffs work together; altering your dealership's structure; and changing your go-to-market strategy. In this panel discussion, learn how several BTA member dealers are working to transform their dealerships to become leading, local resources for business process optimization.

Confirmed Panelists:

Jeff Gau is CEO of Marco, a 740-employee-owned company founded in 1973 that serves customers throughout the upper Midwest and nationally with offices in Minnesota, Wisconsin, North Dakota, South Dakota and Iowa. Gau joined Marco in 1984 as a sales representative and held various management positions before he became president in 2003 and CEO in 2007. He is member of the American Coop Dealer Group Board, the CentraCare Health System Foundation Board, the National Sharp Dealer Council Board, the Cisco Channel Advisory Board, the Stearns-Benton Workforce Council and the Greater St. Cloud Economic Development Corporation Board of Advisors. Gau has served as chair of the United Way Campaign for Central Minnesota, St. Cloud Area YMCA and New Beginnings.

Douglas Horne is the technology services director for Center for Business Innovation (CBI), a managed technology services provider in Lansing, Mich. CBI provides organizations with a variety of technology services, ranging from cloud and imaging services to network and IT professional services. Horne has more than 15 years of experience running CBI's data center and cloud services. He currently manages CBI's technology services teams, facilitates projects and develops innovative solutions to offer CBI's customers. He also ensures exceptional customer service and establishes performance standards for each organizational discipline. This includes leading the Imaging Service (print/copy), Cloud Service (data center), Partner Care Center (Customer Service/Support Desk), Managed Services (desktop/server/network infrastructure) and Project Management Teams. He is active in the technology community through public speaking engagements at local/national seminars, as well as leadership training and team building.

Steve Klatt, president of Advanced Imaging Solutions Inc., South Bend, Ind., began his career in 1974, when he started selling some of the first electronic calculators available in the U.S. marketplace. He then went on to lead the sales department for a company that is now a local competitor, selling typewriters and copiers. After 18 years of increasing sales with that company, Klatt went on to work at and purchase A.B. Dick of South Bend, Ind. In March 1995, he and coworker-turned-business partner, Jim Lauer, purchased the company and changed the name to Advanced Imaging Solutions. Together, they continued to expand the business and its core offerings, opening five offices in northern Indiana and southwestern Michigan. The latest acquisition of Pinnacle of Indiana in 2012 has transformed Advanced Imaging Solutions from a business equipment reseller to a technology services provider.

Educational Sessions: The Five Critical Steps to Transformation
Step One: Understanding Market Dynamics
Jon Reardon, group director, Office Document Technologies, InfoTrends

Major shifts continue in the office document technology and information technology markets. Given the past few years of unprecedented technological, social and economic change, we are now beginning to experience the impact of these disruptive forces in our marketplace. Leveraging this transformation, industry leaders are establishing strategies around the cloud, apps, mobility and managed services; these efforts will only continue to grow. The new key areas -— cloud, mobility, IT services, business process automation and analytics — are driving this evolution and loom large in terms of how businesses, IT departments and channels will need to shift their focuses in order to remain competitive and relevant. This session will address the disruptive transformations taking place today and how our industry needs to embrace these changes with new solutions and services.

Reardon is the group director of Office Document Technologies at InfoTrends. He provides research, analysis, briefings and consulting on the international markets of the office document technology industry within small and medium-sized businesses and workgroups/departments within large corporations. With more than 30 years of industry experience, Reardon produces InfoTrends' annual market forecasts and industry trends analyses and strategic assessments, and manages primary vendor, channel and end-user research studies. Prior to joining InfoTrends, he served as the senior vice president of marketing and product development for Konica Minolta Business Solutions U.S.A. and has held senior executive level positions at Minolta Corp., Canon Computer Systems Inc. and Canon USA.
Step Two: Embracing Change in a Changing World

Managed IT Services: Lindsay Dick, director of sales, Collabrance LLC

Becoming a managed IT services provider requires preparation, dedication to learning the space and discipline to make strategic changes within your organization. Dick will share strategies to help your business achieve maximum effectiveness and profitability should you choose to move down this path. Opportunities abound in this market and dealers need to understand the rewards, but also consider the risks associated with this model. There are a variety of ways to get into managed IT, and some involve less risk and higher margins than others.

Dick is the director of sales for Collabrance LLC, a master managed services provider located in Cedar Rapids, Iowa. Collabrance helps office equipment dealers expand their market share with new services offerings related to technology. In this role, she is responsible for recruiting, training and onboarding new Collabrance partners, developing the account management team, and leading the sales and marketing efforts of the organization. The Collabrance team provides business planning, education, training, sales assistance and a comprehensive suite of IT solutions to companies interested in partnering to become a managed service provider. Dick stays active in the managed services community through participation in social media, attendance at industry events, spending time with industry thought leaders and is a member of the CompTIA Managed Services community and the Advancing Women in IT community.

Telecom Services: Bryan Dancer, president & owner, Allegiant Technology

This session will address the market opportunity for unified communications, VoIP and hosted telephony from an experienced operator, marketer and former channel executive's perspective. Using his previous channel experience and industry background, Dancer will discuss the strengths and weaknesses traditional managed print organizations have when compared to traditional VARs in this ever-converging market. During this session he will also highlight the benefits of the new simplified Avaya platforms in contrast to other market contenders like ShoreTel, Cisco and Microsoft. Dancer will discuss in some detail the telephony enablement program for managed print providers that his firm developed with the assistance of Growth Achievement Partners (GAP).

Dancer is the founder of Allegiant Technology, a VAR and service provider specializing in managed services, telephony solutions, network services and security. Founded in 2003, Allegiant was started by purchasing a financially troubled telecom reseller based in the Kansas City area, with only four employees. Dancer and his team have grown the organization to 40 associates and $8 million in revenues. Prior to founding Allegiant, he held senior management positions with Executone, Mitel and WilTel Communications, which was later acquired by Level 3. Prior to working for these organizations, Dancer was president of one of the top 25 telephony VARs in the nation in 1996. He is an active member of both the Avaya and Mitel partner councils and has been working with GAP for the past 12 months, developing a telephony practice enablement program to help managed print organizations mine their client base by leveraging his firms expertise to capture additional revenues and ward off competitive threats in a converging technology market.

Cloud Services: Harry Kaminsky, executive director of channel development, DirectCloud WebTop

Cloud services is now a primary focal point of today's changing technological landscape for office technology dealers. The willingness and level of zeal with which they embrace and enter the cloud services market directly correlates with their financial success over the long term in this category of services. Kaminsky will discuss the value of early adoption of cloud products in a dealer's offerings as a means of utilizing cloud services to open new lines of revenue and better meet end-user demands.

Kaminsky, executive director of channel development at DirectCloud WebTop, has more than 20 years of experience in senior management within the IBM and Xerox corporations. Prior to joining IBM and Xerox, he was the owner and co-founder of Electronic Printing Systems and Vision Controls in Milwaukee, Wis. He also served as director of technology systems and sat on the board of directors for Continental Electrical Construction Company in Chicago. Kaminsky holds a master's degree in education with honors from Eastern Michigan University and principal certification in Business Information Systems Transformation from IBM.
Step Three: Developing Your Business Plan
Jim Heffernan, president, Insights53 LLC

Whether you want to grow your core business or enter new markets such as cloud services, this session will help you develop a business plan to succeed. The session will offer you a process to define your goal and a road map to get there. You will receive templates to develop a 10-step plan for your dealership, to define key priorities and tactics for each team, and to identify SMART (specific, measurable, attainable, realistic and timely) goals for each of your employees. You will leave this session with an end-to-end process to plan and execute your growth strategy.

With more than 30 years of industry experience, Heffernan was a Minolta and graphics dealer in Springfield, Mass., for 15 years before selling the business to Danka. He then served as a general manager for MPS at IKON before spending 12 years at Hewlett-Packard, where he first served as a regional MPS sales expert focused on enterprise-level health care and financial services companies. Heffernan later led national sales strategy and enablement for the direct sales force. In 2012, he launched Insights53, focused on sales enablement for technology dealers.
Step Four: Transitioning Your Image
Darrell Amy, chief innovation officer, Dealer Marketing

Your clients and your market see your dealership as a "copier company." How do you get them to see you as a credible source of IT services and software solutions, without hurting your core business? In this session, Amy will explore practical strategies to transition your image from hardware dealer to managed services provider. You will learn how to develop a value proposition, talking points and brand image. In addition, you will see real-world examples of how dealerships communicate their new message across their sales collateral, websites, social media channels and events.

Amy has spent the past nine years working with dealers across the United States and Australia to help them position their dealerships for success in solutions and managed services. He has trained thousands of salespeople in solution selling and has visited hundreds of dealership locations. In Amy's 20 years of industry experience, he has worked for an independent dealer, a national organization and a hardware OEM. He is a frequent writer for ImageSource and Office Technology magazines. He is also a regular speaker at industry events and dealer meetings.
Step Five: Selling to Today's Buyer
Mitch Morgan, partner, Growth Achievement Partners (GAP)

An expanded product and services portfolio will change the definition of the buyer. For this transition, it will be critical to elevate to a higher level in the organization, and also broaden sales conversations to include departments and line-of-business management. Your expanded portfolio requires it. At the same time, there is a pronounced shift in the market as budgets and purchasing decisions are moving toward operational and business-line managers. This session will address how to align the sales process to how today's buyer acquires products and services, which is critical to success.

Morgan is a partner at GAP. He founded the Connectivity Dealer Program from NIA in 1991. After his business was acquired by IKON Office Solutions in 1996, he led its Technology Services division. In 2001, he formed the Professional Services division for IKON. Morgan has been consulting with CEOs on strategy, operations, organizational development and sales since 2005.

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