Location
Scott's Seafood Grill & Bar
3300 Bristol St.
Costa Mesa


Agenda
7:30-8:00 AM Networking & Continental Breakfast
8:00-9:30 AM Presentation

Cost
Members $20
Non-members $40

Or Call (310) 325-4000

One of the key challenges facing organizations is how to re-position products in fast moving, evolving markets. The product "positioning" used last year may no longer be appropriate this year. This is especially true if your company has more than one product (overlapping) in a market segment. The realities are: markets shift/change, competition changes, end user requirements change, technology changes and impacts our markets.

Our panel of experts will share their real-world professional experience and successes in product positioning. They will also answer product/service positioning questions such as:

• How do you refresh branding in a changing market?
• How do you evolve your messaging to gain market leadership?
• Is it important to "self-reposition" products/services?
• How do you align your product portfolio?
• What models/templates are useful in this area?
• What is the role of market research?
• When do you need to look outside your organization for assistance with this effort?
  

Panelists:

• Jeff Wade, Director, Product Management and Marketing, FileNet
• Judy Key Johnson, President of Key Marketing Group
• Greg Sikes, Vice President Products of Telelogic

About the Panel

Jeff Wade, Director, Product Management and Marketing, FileNet
Jeff Wade joined FileNet in 1988 and has held a variety of positions in Product Marketing and Product Management. FileNet has grown tenfold during that time and Jeff has participated and influenced the evolution of its products, marketing staff and processes throughout this period of growth.

Jeff is currently responsible for leading and executing the company's Product to Market Methodology (PMM52). PMM52 is focused on improving the efficiency and effectiveness of FileNet's product lifecycle and portfolio management process from product concept to withdrawal.

Previously, Jeff has defined and implemented new programs for strategic alliances and technology ISVs; managed teams directing new product development, program marketing, and pricing and licensing operations; and has been a key participant in the definition and launch of three major generations of products.

Jeff obtained his Bachelors degree in Electrical Engineering from Worcester Polytechnic Institute and his Masters in Business Administration from Pepperdine University.

Judy Key Johnson
Judy Key Johnson, a 19-year veteran of IBM and the president of an Orange County software startup, has spent 25 years working with products and services on both sides of Geoffrey Moore’s chasm. While she says it was admittedly much easier leading product positioning for a set of barely-related software tools at Big Blue, the challenge of developing a market position for a brand new product at an unknown company was not to be missed. In 2003 Judy formed a marketing consulting firm, Key Marketing Group, which advises clients including Microsoft down to “one person and a dream”.

Greg Sikes Vice President, Products Telelogic
As Vice President, Products, Greg Sikes is responsible for global ProductManagement, Product Marketing and Partners. In this role, he works closely with both Telelogic's customers and Product Development to establish and implement product strategy. Greg joined Telelogic in November 2003.

Prior to working at Telelogic, Greg spent nearly 10-years working in the Computer Aided Engineering (CAE) industry for MSC.Software. He held a number of product and executive management positions.

Finally, Greg began his career in the aerospace industry, working for McDonnell Douglas. He worked in methods development for structural design and optimization, as well as on the MD-8x/9x program and the advanced design team for the High Speed Civil Transport project.