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2016 BTA National Conference Educational Sessions
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Educational Sessions

Keynote Address
Combat Leadership: Building High-Performance, Winning Teams
Leif Babin, former Navy SEAL officer, Echelon Front

In this keynote address, Babin will teach the mindset of "Extreme Ownership" and how leaders need to own everything in their worlds — both failures and successes. Learn the Laws of Combat, how they enabled SEAL units to dominate on their battlefields and how these lessons can be applied to any business or team.

Babin is a decorated former Navy SEAL officer, author of "Extreme Ownership: How U.S. Navy SEALs Lead and Win" and co-founder of Echelon Front, where he serves as a leadership instructor, speaker and executive coach. A graduate of the U.S. Naval Academy, Babin served 13 years in the Navy, including nine years as a Navy SEAL. As a SEAL platoon commander in SEAL Team Three’s Task Unit Bruiser, he planned and led major combat operations in the Battle of Ramadi that helped the "Ready First" Brigade of the U.S. Army’s 1st Armored Division bring stability to the violent, war-torn city. Task Unit Bruiser became the most highly decorated special operations unit of the Iraq War. Babin returned from combat as the primary leadership instructor for all officers graduating from the SEAL training pipeline. There, he reshaped SEAL leadership training to better prepare SEAL officers for the immense challenges of combat. During his last tour, Babin served as operations officer and executive officer for a SEAL team where he again deployed to Iraq with a Special Operations Task Force. He is the recipient of the Silver Star, two Bronze Stars and a Purple Heart. In 2011, Babin left active duty and co-founded Echelon Front, a leadership consulting company that helps others build their own high-performance, winning teams. He speaks on leadership, U.S. military strategy and foreign policy matters.

OEM Panel
The BTA Channel: A Look Ahead
Moderated by Robert Palmer, research director for imaging, printing and document solutions, International Data Corp. (IDC)

As the office technology industry has evolved, there has been no shortage of warning messages hurled at dealers: "Solutions, not boxes," "We must own the network," "Partner or die," and "There is no growth in pages." These warnings typically come with dire predictions about the future of print, but more often than not, there is little advice or best practices shared for creating a sustainable and profitable business. This panel discussion will feature some of the most high-profile executives from the industry's major equipment manufacturers to answer one simple question: What would you do if you were an office technology dealer? This panel will look beyond the surface to identify major developments and forge new strategies for the coming years.

Palmer is research director with IDC's imaging, printing and document solutions team. He is responsible for written research, forecasts and analysis in multiple practice areas covering managed print services, document solutions, business workflow automation and optimization, and hard-copy transformation. Palmer has more than 25 years of experience in product management, strategic planning, market research and analysis, and forecast development within the document imaging industry. Prior to joining IDC, he served as chief analyst for BPO Research and led the digital peripherals solutions practice for InfoTrends. Palmer is active in a variety of imaging industry forums and currently serves on the board of directors for the Managed Print Services Association (MPSA).


Doug Albregts is president of Sharp Imaging and Information Company of America (SIICA). He is responsible for the strategic direction and performance of SIICA's business products for the Americas. Albregts joined Sharp in 2011 with 23 years of experience in diverse industries. He has served in many senior executive roles with publicly traded and privately held Fortune 500 companies, such as American Express, Samsung, Canvys (a division of Richardson Electronics), NEC and Golden Books Publishing. Albregts also serves on the Sharp Electronics Corporation of America Board of Directors, which has oversight for U.S., Canadian and South American operations. In addition, he has served on the United Nations Business Council and is a current board advisor for MissionOne Business and Talent Solutions. Albregts has been a keynote speaker on numerous occasions at industry events, including: Business Technology Association events, the Consumer Electronics Show, the Digital Signage Expo, Dig South Interactive, the MWAi Executive Summit and the Copier Dealers Association. He received his bachelor's degree from the University of Wisconsin and also holds an MBA from Loyola University.

Darren Cassidy is president of the United States Channels Group (USCG) at Xerox Corp. He leads the U.S. indirect channels business including Xerox's authorized sales agents and Xerox's multi-branded solutions providers: dealers, resellers, etailers, superstores and other national office technology and solutions providers. In his most recent role as managing director, United Kingdom, Cassidy oversaw the performance of Xerox's United Kingdom business. Since joining Xerox 25 years ago, he has held a variety of senior sales and channel management roles across Xerox Europe. Prior to his role as managing director, United Kingdom, Cassidy was vice president of global managed print services offer and business development.

Matt Smith is vice president of printing services for Samsung Electronics America, where he fosters channel relationships that drive market-share growth for Samsung's print business. He joined Samsung in 2014 in his current role after serving as director of channel marketing for Hewlett-Packard since 2010. Prior to that, Smith spent nearly eight years in marketing and business development roles for Intel. He holds a bachelor's degree in electrical engineering from Purdue University and an MBA from the Kellogg School of Management at Northwestern University. As a result of his dedication to providing the best in market value, while at Hewlett-Packard, Smith was recognized as one of CRN's "30 in their 30's" channel influencers in 2012.

Rick Taylor serves as executive officer of Konica Minolta Inc. and president and CEO of Konica Minolta Business Solutions U.S.A. Inc. He is responsible for the company's core corporate operations that support all areas of the business across the United States. Taylor also serves on Konica Minolta's Global Strategy Council. He has a vast amount of industry experience in creating new revenue avenues while maintaining a cohesive and productive sales strategy for business partners. In 2008, Taylor joined Konica Minolta from Toshiba America Business Solutions Inc., where he served as the company's president and CEO. He has been named "Executive of the Year" nine times in Marketing Research Consultants' annual survey of more than 300 independent office technology dealers.

Software Vendor Panel
Beyond Hardware: Opportunities for Diversification
Moderated by Frank Cannata, president, Marketing Research Consultants

Today, office technology dealers are increasingly looking at strategies to diversify their product and services offerings, with the goal of distinguishing their dealerships from the competition. For many dealers, that has led to partnerships with one or more software vendors offering, for example, document management solutions to their customers. Have you embraced the growing number of opportunities presented by the industry's various software vendors? If not, are you seeking a software vendor partner that is right for your dealership? In this session, software vendor representatives will provide attendees guidance and insight, helping them to effectively consider the possibilities. The panelists will address questions focused on such areas as dealer supports strategies, go-to-market sales strategies and their visions for the future. 2016 BTA National Conference dealer registrants will have an opportunity to submit questions to be asked of the panel prior to the event.

Cannata is president of Marketing Research Consultants and publisher of The Cannata Report, first published in 1982. The magazine now enjoys a readership in 14 countries. In 1985, the electronically distributed LIVE WIRE was launched. Cannata has been in the business more than 40 years and is a well-known presenter in the office technology industry.


Quentin Gribble is joint founder and CEO of Umango, and has been working in the technology field for the past 25 years. Prior to Umango, he was involved with numerous technology companies in leadership roles. Gribble has worked and served on boards within various areas of IT, including manufacturing, software development, design and electronics, and has been pivotal in a number of innovation startups.

Mark Hart is director of business development and national accounts at Access Control Devices Inc. (ACDI). He has a wide range of experience creating solutions and hardware training processes specifically customized to grow revenue in the dealer channel. Prior to joining ACDI, Hart worked for Lexmark for more than 16 years. He played an integral part in creating Lexmark's dealer program and helped bring solutions to the dealer channel through the Lexmark eSF platform. Hart received his bachelor's degree in computer science with a specialization in business from the University of Kentucky.

Glenn Johnson joined PSIGEN as president in October 2014. He has more than 22 years of professional experience in the office technology industry. Johnson's primary responsibility at PSIGEN is in leading customer-facing functions, including all sales and pre-sales, financial strategy, software leasing, compensation, channel management, business development, sales enablement, professional services, maintenance services and sales operations activities. Prior to joining PSIGEN, he was director of technology solutions for a primary MFP manufacturer branch operation and an operating president for one of the largest independent MFP dealer operations in the United States.

Jeff McWilliams is vice president of North American sales at Square 9 Softworks, where he leads a regional sales team tasked with developing Square 9's portfolio of regional and national accounts. McWilliams brings a wealth of experience to his position, having spent the last eight years in technology sales, with the last six years specifically focused on channel management within the enterprise content management space. Prior to being his current position at Square 9, McWilliams helped develop emerging territories as regional sales director since 2011.
He held previous positions at Van Ausdall & Farrar and InfoDynamics, which provided insight into delivering solutions involving a broad spectrum of office technology.

George Seymour is vice president of sales, Americas at Nuance Document Imaging (NDI). He is a 20-plus-year veteran of the document imaging channel. In his current role, Seymour helps Nuance partners sell document workflow and managed print services software solutions. He also focuses on enhancing the division's relationship with the dealer channel and has led the rollout of new programs. Prior to joining Nuance, Seymour worked at EFI for more than nine years, where he built a successful growth path for the Fiery business. Before EFI, Seymour worked at OKI Data and Océ. He received his bachelor's degree from Eastern Illinois University and an MBA from Loyola University, Chicago.

Educational Sessions
Adjacent Opportunities, Recurring Liabilities
Bob Goldberg, general counsel, Business Technology Association (BTA)

As the industry transitions from equipment and repair to services and recurring revenue, the liabilities shift as well. Dealers are moving in numerous directions and many have relied upon past knowledge and existing documentation for transactions. In this session, attendees will learn the new risks in the emerging marketplaces. From employee liability to supplier and end-user risks, Goldberg will share the latest legal solutions and protections.

Goldberg has more than 37 years of industry experience. Upon graduation from law school in 1973, he joined the Antitrust Division of the Illinois Attorney General's Office. Goldberg's government career continued with the Federal Trade Commission until 1977, when he transitioned to private practice. He was a partner with the firm of Freeman, Atkins & Coleman, where he specialized in antitrust and trade regulation matters. Goldberg then joined the law firm Schoenberg Finkel Newman & Rosenberg LLC, and was a partner with the firm from 1984 to 2008. In 2008, he became of counsel to the firm, continuing to collaborate and mentor with the firm's attorneys and staff. Today, he provides BTA members with no-fee advice and guidance on a diverse range of topics.

Sales Metrics for Managed Services – What Good Looks Like
Mitch Morgan, partner, Growth Achievement Partners (GAP)

In this session, Morgan will provide attendees with the benefit of thousands of analyzed deals and years of sales performance metrics in managed services. Discover what is actually happening in the industry around price per seat, contract revenue, product and services mix, closing rates, sales cycle duration, pipeline metrics and more. Also, learn about the ideal client profile (ICP) for these services, based on real-world experience combined with big data analytics.

Morgan is a partner at GAP. He founded the Connectivity Dealer Program at 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.

Tribal Leadership: Because Culture Eats Strategy for Breakfast
Mark Taylor, chair, Vistage International


There is a fundamental problem in the workplace — most employees are frustrated, unhappy and disengaged. Seventy percent of strategies fail. It does not have to be that way. Companies like Google and Zappos have proven it. How do they do it? In a word, "culture." In this session, you will learn actionable practical strategies to move your culture to higher performing stages.

Taylor is keynote speaker, leadership trainer, organizational consultant and author with a 35-year history as a CEO and corporate executive. He runs five Vistage International think tanks consisting of Manhattan CEOs and key executives, and delivers training and retreats for organizations that want to change their cultures to create high-performance organizations. Taylor has trained hundreds of consultants and coaches and has worked with clients such as Samsung and the California Medical Association. He is a retired CEO and former BTA member who founded several companies — one of which became the 58th fastest-growing company in the state of Michigan (which he sold in 2005) and a high-tech Internet startup that raised $20 million and went public. He is a member of the National Speakers Association, has a bachelor of science degree, an MBA, is a fellow at the Thayer Institute of Performance Virtuosity and is a certified organizational coach.
Are You Prepared to Engage Buyer 2.0?
Chris Glover, channel marketing manager, Ricoh USA Inc.

The new world of business-to-business sales and marketing is changing dramatically as customer buying habits are transformed by the Internet and new technology. Traditional sales techniques are delivering diminishing returns and buyers are often up to 75 percent of the way through their decision-making process before they ever identify themselves to your sales team. Is your dealership aligned to support this new approach to business? This session will show you how your team has the opportunity to benefit from this market shift. It will also focus on the three roles that a sales rep must embrace to best meet the needs of the changing buyer.

Glover currently serves as channel marketing manager for Ricoh USA Inc., supporting the dealer division. He brings more than 26 years of industry experience to his role, with expertise in sales, product marketing and field marketing. In this role, Glover is responsible for creating and implementing marketing deliverables for the dealer network. He was integral in the development of the Ricoh CHAMPS program and planning and executing the launch of Ricoh's Simplified Solutions program. In his 19 years of service with Ricoh, Glover's previous roles included: field marketing manager, providing training for more than 5,000 sales reps and achieving a 200-percent increase in sales; and color product manager, where he managed and launched one of the most successful and highest-selling color devices for Ricoh. Prior to Ricoh, Glover was an account manager for Xerox Corp.
Marketing to Make Managed Services Mainstream
Darrell Amy, chief innovation officer, and Larry Levine, social sales strategist, Dealer Marketing

You have launched a managed services business knowing that it will be an important part of your future. But while some of your key clients have signed up for managed services, the majority of your customers and prospects still view you as a copier company. In this workshop-style session, you will learn practical strategies to cross the chasm and position your managed services and document solutions offerings so that the majority of your clients want to sign up. You'll discover ways to get the attention and buy-in of the majority of your current and potential clients so that your managed services business can become a core revenue driver in your dealership.

Amy is the chief innovation officer of Dealer Marketing. For the past 10 years, he has helped dealers develop online marketing strategies that support their business goals and challenges. Previously he served as a sales rep, sales manager, branch manager and DSM for Toshiba.

Levine is the social sales strategist for Dealer Marketing. He coaches MFP sales professionals by helping them tell their stories in LinkedIn and provides marketing services to help independent office technology dealerships thrive in a changing marketplace. Levine has 27 years of experience as a copier/MFP sales rep in the highly-competitive Los Angeles, California, marketplace.

Sales Manager Certification: Is This the Missing Link to Salesforce Optimization?
Kim Ward, director of training and development, Learning Outsource Group

As the industry continues to evolve to a solutions and services business, the sales manager role becomes increasingly challenging and complex. This session will outline sales management certification best practices and identify the 10 most critical leadership skills needed to reach maximum effectiveness and build sales force superiority. After this session, attendees will be able to: self-assess their current sales management operation system and overall effectiveness against proven benchmarks and recent research related to their profession; identify specific strategies and resources needed to increase effectiveness, address sales force challenges and proactively plan to capture market opportunities more effectively; have a greater understanding of their personal and organizational development requirements; and initiate a go-forward plan to effectively address these opportunities.

Ward is the director of training and development for Learning Outsource Group and shares the same responsibilities for Print Management Solutions Group. He has been involved in the training and consulting industry in a variety of capacities since 1990 and most recently authored the company's newest advanced consultative selling program, Cooperation Selling. Ward is a nationally recognized speaker, facilitator, consultant and coach to the office technology industry, and has personally worked with more than 20,000 industry professionals. During the past 20 years, he has worked extensively with a large number of industry OEMs in addition to hundreds of office technology dealers.

Digital Production Trends & Emerging Opportunities
Ron Gilboa, director of the production & industrial printing advisory service, InfoTrends

Digital production output continues to enjoy good growth, as well as opportunity for resellers to expand their offerings outside of the traditional office equipment space. This session will explore market trends that are driving adoption of digital printing and deposition technologies. With a range of technologies available from toner, inkjet and specialty, a range of new applications are now ripe for digital conversion. Dealers who are looking to diversify their offerings and enter new industry segments are looking to wide format and industrial printing, as well as 3D printing, as potential add-ons to their current businesses. This session will explore the opportunities and challenges on the road to profitable growth.

Gilboa is a director for InfoTrends' functional printing and packaging, and is responsible for conducting graphic communications market research, market forecasting, custom consulting projects, strategy and planning engagements and creating editorial content for product and market analysis reports. He has been involved in the graphic arts and publishing industries since 1980. Gilboa rejoined InfoTrends in 2013 after the better part of a decade with Eastman Kodak Co., where he served in executive marketing roles in the commercial imaging group. His roles at Kodak included vice president of marketing for Kodak's production inkjet group, director of worldwide current marketing and operation, and director of worldwide communications. In these roles, Gilboa managed a cross-functional team responsible for overall go-to-market, including strategy development, marketing operations and market execution across the individual regional strategic product groups. Prior to Kodak, he held senior positions as director of the print-on-demand and publishing service at InfoTrends (formerly CAP Ventures) and product management at Scitex Corp.

A Strategic Plan: Paramount to a Dealership's Survival
Harry Hecht, business coach

This session will address the crucial elements of an effective strategic plan, which is paramount to the survival of today's office technology dealership. Addressing the process of strategic planning and explaining who in the dealership should be involved in the process, Hecht will define the scope and purpose of a strategic plan, walking through the five phases of its effective development: (1) developing the mission and strategic vision; (2) assessing the environment; (3) forming the strategy; (4) implementing and executing the strategy; and (5) monitoring, evaluating and making adjustments. He will also address the importance of the SWOT (strengths, weaknesses, opportunities, threats) analysis and how it can be used to develop a dealership's strategic plan.

Hecht, a business coach and consultant, has more than 34 years of business technology/business imaging industry sales/marketing and finance experience. His extensive business experience includes a 22-year distinguished career as vice president of U.S. dealer sales for Konica Minolta Business Solutions and five years as vice president and general manager for Global Imaging Systems, a Xerox Company. Hecht, a member of MPSA, has been actively involved for more than 12 years in the development, creation, implementation and growth of managed print services programs throughout the independent dealer channel.

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