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Tuesday, May 8

8:30 AM - 12:30 PM

Workshop: Unlocking Breakthrough Cloud Go To Market, Positioning, and Programs

Cloud Providers today must sell their solutions into a crowded marketplace of connected, self directed buyers.  So how can you breakthrough to find and retain qualified buyers attention, creating a high volume, high velocity pipeline from lead to close?  This half day workshop on positioning, messaging and go to market tactics unlocks the secrets of Breakthrough Marketing; Viewpoint, Value and Velocity.  Breakthrough Marketing can create 10x improvement in marketing effectiveness and halving of the sales cycle.


Ken Rutsky, President, KJR Associates

8:30 AM - 1:00 PM

Workshop: Software and SaaS Pricing

If you make or influence decisions about software pricing, packaging and licensing consider attending this half-day pricing workshop. This down-to-earth workshop will benefit CxOs and people responsible for product management or product marketing. Attendees will learn how a robust pricing model can contribute to company success and what practical tactics can improve company revenues and competitive strength. This workshop applies the basics of software pricing to Cloud and SaaS applications.


Jim Geisman, Founder & Principal, Software Pricing Partners, Inc.

8:30 AM - 1:00 PM

Workshop: Break-Out Revenue Growth in the Cloud - Accelerate your revenue 10X

Our intensive and enlightening half-day workshop on Break-Out Marketing and Sales in the Era of Cloud will teach you how to accelerate your revenue growth by 5X, 10X or 20X. 

The two Managing Partners at On Demand Advisors will guide your experience - one is a serial Software & Cloud CEO and the other a serial CMO. Our work together starts with a top-down view of your business strategy and revenue goals. Just as a company engineers their next product release, we apply our proprietary “Revenue Funnel Engineering” to engineer your revenue results.

Some of what you will learn:How to engineer your revenue funnel, how to build a “Core Messaging Document” with breakout messaging, how to construct a balanced “Communication Strategy”, how to build a balanced “Lead Generation Program Mix”, and how to balance the need to hire sales people in the face of a deluge of new leads. We have advised hundreds of Cloud, Software, and Technology companies. Every Chief Executive and Business Owner must join us for this Masters-level discussion.


Robert Jurkowski, Managing Partner, On Demand Advisors

3:00 PM - 5:00 PM

Pre-conference Event: IBM Watson at Work in Key Industries

Hosted by IBM

IBM is leading the industry into an era of systems that learn, and Watson was IBM's first demonstration of this concept. After his Jeopardy! win, clients saw how learning systems could be applied to real world business problems. This session will cover Watson’s implications in today's marketplace and redefine what is possible in key industries like healthcare and finance.

Please join us for a thought-provoking two hour pre-conference event.  


Feyzi Fatehi, Chief Executive Officer, Corent Technology, Inc.

Stephen Gold, Stephen Gold, Director of Marketing, Watson Solutions, IBM Corporation

Michael Riegel, Vice President, Mobile & WebSphere Solutions, IBM Corporation

5:00 PM - 6:00 PM

Speed Networking

All About the Cloud officially kicks off with a speed networking session designed to introduce you to a large number of attendees in an efficient and relaxed way.

How it works: you will have a brief 3-minute meeting with delegates at the event (one minute per person and one minute for discussion). These quick meetings are the starting point for conversation and networking throughout the conference. Make the most out of your conference investment through this unique session.

Sponsored by LogiXML - The fastest and easiest way to create dashboards, reports, and analytics.

6:00 PM - 8:00 PM

Opening Networking Reception in Cloud Showcase

Participation is free; sign-up during your conference registration.

Wednesday, May 9

7:30 AM - 8:15 AM

SIIA Member's Breakfast with Software Division Board of Directors (SIIA Members Only)

SIIA members are invited to an exclusive breakfast to meet and network with the newly elected Software Division Board of Directors. While the breakfast is open to all members, we especially encourage those who joined in the past year and want to get more involved in SIIA. This is a great opportunity to learn how your company can fully leverage your membership.

7:30 AM - 8:30 AM

Registration, Breakfast, & Networking in Cloud Showcase

8:30 AM - 8:40 AM

Welcome & Opening Remarks


Rhianna Collier, Vice President, Software & Services Division, SIIA

Treb Ryan, Chief Strategy Officer, Dimension Data CSBU

8:40 AM - 9:15 AM

Keynote Presentation: Delivering Enterprise Grade Cloud Applications

In addition to delivering their own innovative cloud offerings, across applications, technology, engineered systems and services, Oracle also works with a broad range of partners (including Independent Software Vendors) to help them architect and build their own highly scalable, reliable and secure cloud offerings. During his keynote, Chris Baker (Senior Vice President, Worldwide ISV & OEM Sales) will share Oracle’s view of this rapidly evolving space, both as a solution provider and supplier of enabling technologies. He’ll also share Oracle’s view of best practices, and how the company is working with other software vendors as they transition to these new deployment models.


Chris Baker, Senior Vice President, Global ISV/OEM Sales, Oracle Corporation

9:15 AM - 10:00 AM

The Press Weigh-In

Distinguished members of the press come together to discuss the top stories and announcements affecting the cloud computing industry. Who are the top companies to watch? What acquisitions might we see in the near future?


Richard Dym, CMO, GageIn


Quentin Hardy, Deputy Tech Editor, New York Times

Michelle Quinn, Technology Correspondent, Politico

Aaron Ricadela, Technology Writer, Bloomberg BusinessWeek

Richard Waters, West Coast Bureau Chief, Financial Times

Ben Worthen, Reporter, Wall Street Journal

10:00 AM - 10:25 AM

Boundary-Free Enterprise: The New Master Architecture

We are now witnessing the emergence of a new master architecture that is not based on a single computing-platform paradigm but rather on multiple technologies and platforms that build synergies among themselves through loosely-coupled and opportunistic exchanges of value. Today’s businesses and individuals are less encumbered by constraints of time and place, doing their work through a new array of time- and location-independent computing capabilities – Cloud, Mobile, Social and Data Analytics (CMSA) plus Integration – that make the Boundary-free Enterprise™ possible. Integration is the glue that links these capabilities together and joins them to on-premises data assets in data centers where mission-critical money systems still operate behind highly-secure firewalls.

This presentation will highlight the key trends driving the adoption of Cloud IT strategies and the emergence of the Boundary-free Enterprise™, as well as recent buyer-demand research Saugatuck has conducted that supports this new framework.


William McNee, Founder & Chief Executive Officer, Saugatuck Technology Inc.

10:25 AM - 10:50 AM

Networking Break in Cloud Showcase

10:50 AM - 11:15 AM

IBM Watson and the Cloud: Implications of the Next Generation of Computing

IBM is continually rethinking the possibilities of IT and what it can do for businesses. In this session we'll show how the advances first demonstrated by Watson are delivered in IBM's cloud solutions. Working with our solution partners all over the world, we are bringing together Big Data, advanced analytics, and systems that learn to solve everyday problems for clients of all sizes. 


Stephen Gold, Stephen Gold, Director of Marketing, Watson Solutions, IBM Corporation

11:15 AM - 12:00 PM

The Next Generation of Cloud

The 2012 SIIA NextGen company CEOs come together to discuss the Next Generation of Cloud Computing. These cloud innovators will share expert advice on starting and growing a cloud business today.


Lars Leckie, Managing Director, Hummer Winblad Venture Partners


Don Charlton, CEO & Founder, The Resumator

Mark Cunningham, Founder, CEO & President, Indicee

Barry Morris, Founder & CEO, NuoDB

Royce Murphy, CEO, Real Status

12:00 PM - 12:50 PM

Networking Lunch

Sponsored by SoftServe - Empowering your Business through Software Development

12:00 PM - 12:50 PM

SIIA Government Affairs Briefing (SIIA Members Only)

Do you understand the laws – current and proposed – that could have a significant impact on your business?  As the software industry continues to rapidly evolve and explore new business models, such as cloud and mobile computing, policymakers in Washington DC and around the world are considering a wide range of legislative and regulatory proposals that could have a significant impact on the development of these business models.

Join us for an SIIA Member ONLY briefing to understand these important issues and how they could affect the industry, and your business, for better or worse.  SIIA’s David LeDuc and Mark MacCarthy will provide an overview and answer your questions regarding the most critical recent developments and proposals in privacy, cybersecurity, intellectual property and cloud computing policy, including:

  • Could proposals to expand the current privacy and data security framework posed by EU and US regulators force a change in your policies and practices?
  • What are the legal and regulatory implications of the transition to cloud and mobile computing?
  • What does ICANN’s roll-out of a new domain name system mean for businesses?  
  • What is the outlook for developments regarding intellectual property protection, particularly in the area of patent reform?


David LeDuc, Senior Director, Public Policy, SIIA

Mark MacCarthy, VP, Public Policy, SIIA

12:50 PM - 1:15 PM

Cloud Monetization: A Step-by-Step Guide to Optimizing Your SaaS Business Model

In this session we will discuss how successful SaaS companies evolve their business model in order to optimize their offering to their customers. We will review a step by step process that is based on work SafeNet has done with SaaS providers around the world to help them effectively monetize their services. 

Key takeaways from the event will include how to:

  • Understand how subscribers use your service
  • Maximize revenue from existing customers
  • Modify your offering to effectively target new customers and segments
  • Leverage usage information to optimize your business model


Shlomo Weiss, Vice President, Cloud Solutions, SafeNet, Inc. - SRM Group

1:15 PM - 1:45 PM

The Only 3 Metrics That Matter For Today's SaaS & Cloud ISVs

A SaaS or Cloud business is fundamentally different than a traditional product business. Whether you are a startup, mid-market or enterprise ISV, everything from how to you price your service to the relationships you have with your customers to the metrics you use is different -- and perhaps most importantly, for today's SaaS and Cloud companies, only 3 metrics matter.


Tien Tzuo, Founder & CEO, Zuora

2:00 PM - 2:45 PM

Breakout Sessions

Track 1

Building a Successful Partner Ecosystem

How are you helping your partners take advantage of the cloud phenomenon? How do you build important partner ecosystems to maximize success and what pitfalls should you avoid along the way? What are the new market opportunities for cloud channels?


Charles Goldenberg, Vice President, Cognizant Technology Solutions


Feyzi Fatehi, Chief Executive Officer, Corent Technology, Inc.

Louis Hayner, EVP/CSO, WVT Communications Group, Alteva & USA Datanet

Amede Hungerford, Senior Director, Global Channel Marketing, NetSuite

Lonnie Wills, Chief Executive Officer, CloudTrigger, LLC

Track 2

New World Cloud Integration

Integration remains a common obstacle for cloud sales. The Cloud requires more significant forms of data and application integration than ever before. Industry experts discuss new techniques for integrating cloud services.


George Collins, Leader, Cloud Practice, Deloitte Technology Practice


Lou Guercia, President and CEO, Scribe Software

Ross Mason, CTO and Founder, MuleSoft

Lance Speck, Vice President & General Manager, Integration, Pervasive Software

2:50 PM - 3:35 PM

Breakout Sessions

Track 1

The Power of the Customer

In the Cloud, business is about relationships. Customers want control and the “Social Web” provides the customer with more power today than ever before. It is increasingly important for companies to, not only build those customer relationships but also monitor and track feedback from customers and prospects alike. Hear experts discuss the most efficient practices for growing your business by building long-term customer relationships and supporting the powers at the hands of your customers.


Shubber Ali, Silicon Valley Innovation Lead, Accenture


Todd Bursey, General Manager, Professional Services Automation, FinancialForce.com

Dominique Levin, Chief Marketing Officer, Totango

Jon Miller, Vice President, Marketing, Marketo

Jeff Yoshimura, VP Marketing, Zuora

Track 2

Mobile a Must

Cloud applications without mobile support are now being considered “legacy applications”. ABI Research estimated that “ by 2014 mobile cloud computing will become the leading mobile application development and deployment strategy, displacing today's native and downloadable mobile applications." This session will showcase best practices for developing mobile strategies for cloud applications; transitioning your existing solutions, supporting mobile solutions, multi-platform and development strategies.


Russell Hertzberg, Vice President, Technology Solutions, SoftServe Inc.


Jan Aleman, CEO, Servoy

Roger Bottum, Vice President, Marketing, SpringCM

Lisa Reeves, VP & GM, Access and Cloud, Citrix

Nolan Wright, Chief Technology Officer & Co-founder, Appcelerator

3:40 PM - 4:25 PM

Breakout Sessions

Track 1

Successful Cloud Management Strategies

As cloud computing becomes more complex cloud management tools become an essential component to your cloud strategy. Now there are cloud management tools that address numerous tasks including performance monitoring, application management, security and storage, disaster recovery, and more. The use of cloud management tools can be the best investment you make when developing your cloud strategy. In this session we will discuss cloud management strategies and solutions that will help you manage your cloud environment.


John Rowell, Co-Founder & Chief Technology Officer, OpSource, Inc.


Mat Ellis, CEo & Co-Founder, Cloudability

Sven Hammar, CEO, Apica

Jamal Mazhar, CEO & Founder, Kaavo

Ray Solnik, President, Appnomic Systems, Inc.

Track 2

Business Intelligence in the Cloud

Cloud provides companies with new, valuable data sources that can be turned into valuable business information. Business Intelligence solutions are critical to helping companies analyze  these data stacks. Here best practices, and challenges, to contemplate when considering and deploying Cloud-based BI solutions.


Phil Wainewright, Managing Director, Procullux Ventures


David Abramson, Director, Product Management, Logi Analytics

Eileen Boerger, CEO & Director, CorSource Technology Group, Inc.

Vincent Lam, Product Marketing Director, Information Builders

Roman Stanek, CEO & Founder, GoodData

4:25 PM - 4:45 PM

Networking Break in Cloud Showcase

4:45 PM - 5:30 PM

Who Wants to be a Cloud Geek?

Have you ever wanted to see platform providers compete against infrastructure and application providers? Now is your chance!This will be an opportunity to grab a drink and enjoy a fun session at the end of a busy program day.

Join the fun as you watch your peers compete, all the while testing your own knowledge and networking with colleagues.


Amy Anderson, Manager, ISV & Developer Relations Emerging Technology, IBM

Jake Fox, Vice President, Product Management, SafeNet, Inc. - SRM Group

Rick Nucci, Founder & General Manager, Dell Boomi


Rhianna Collier, Vice President, Software & Services Division, SIIA

6:30 PM - 10:00 PM

Annual Offsite Networking Party

Sponsored by Dell Boomi - The #1 Integration Cloud

With a theme on "Games", you definitely won't want to miss this blow-out event with lots of food, plenty of drink and tons of fun! What better way to network?!

Thursday, May 10

8:15 AM - 8:45 AM

Networking Breakfast in Cloud Showcase

8:45 AM - 8:50 AM

Welcome Remarks

8:50 AM - 9:20 AM

Public, Private and Hybrid Clouds

Depending on the audience there is much debate about whether Public Clouds or Private Clouds are leading the adoption curve.  In this presentation, Treb will discuss the appropriate use case scenarios for the implementation of Public or Private clouds, what are the advantages and pitfalls of each type of implementation and what organizations can do when they want to implement both in a seamless Hybrid environment.


Treb Ryan, Chief Strategy Officer, Dimension Data CSBU

9:20 AM - 9:50 AM

Keynote Presentation: Designed for Teams, Enhanced by Mobile

The cloud is revolutionizing the way people work together, allowing businesses to create new value by accelerating collaboration and innovation. We’ll explore how products designed for teams and enhanced by mobile truly enable people to work better together anywhere -- from communication to administration.


Michael Lock, Vice President, Americas, Google Enterprise

9:50 AM - 10:35 AM

Marrying Big Data and Cloud

Data, data, data! Data is everywhere yet very few companies are using that data to gain edge on their competitors. We are no longer referring only to internal data but in our increasingly social world we have many additional data pools to leverage. The combination of internal data with these external data pools provides companies have an opportunity to engage customers, partners, and employees more efficiently. More and more companies are leveraging data-driven strategies to compete and innovate. This session will explore the opportunities available with Big Data stacks. How are companies implementing these Big Data stacks? What are the barriers to becoming a more data-driven company and how do you overcome those hurdles?


Jeffrey Kaplan, Managing Director, THINKstrategies


Chris Baker, Senior Vice President, Global ISV/OEM Sales, Oracle Corporation

Anjul Bhambhri, Vice President, Big Data, IBM Corporation

Shailesh Rao, Director, New Products & Solutions, Google Enterprise

10:35 AM - 11:00 AM

Networking Break in the Cloud Showcase

11:00 AM - 11:40 AM

Using Cloud to Manage Business Growth

Cloud/SaaS providers are not only selling their own solutions, they are using other Cloud/SaaS providers to manage the growth of their businesses. In some cases companies are running every aspects of their business on other Cloud/SaaS providers. Eventually this strategy could completely eliminate the need for an IT department. Hear how companies are taking advantage of this industry transformation to grow and run their businesses more efficiently.


Michael Pearl, Principal, PricewaterhouseCoopers


Nara Balakrishna, Vice President, Strategy, Appirio

Guy Shani, COO, Clarizen

Gil Zimmermann, Co-Founder and CEO, CloudLock

11:40 AM - 12:05 PM

Building a Community in the Cloud

The true power of cloud computing lies in the community. It is only by harnessing the collective intelligence and experiences of global adopters of SaaS that we can help simplify others’ paths to the cloud and accelerate adoption. Dell Boomi has harnessed the power of a secure, anonymous global community to help others with their cloud integrations. As users build and deploy integrations, successes become blueprints for future integrations, simplifying the next person’s path to the cloud. In this session you will hear how the concept of community has become an important factor in growing the adoption of cloud computing, while maintaining a high level of security and compliance. Rick will use real examples to show how Boomi Suggest has created a community that allows developers to build a platform, ISVs to contribute to it, and businesses to employ it.


Rick Nucci, Founder & General Manager, Dell Boomi

12:05 PM - 12:50 PM

Customer Satisfaction: Trust and Transparency in the Cloud

A key part of building a long term relationship with our customers is establishing trust from the beginning. But just how do you develop this trust? How transparent do you need to be to make your customers comfortable? Do you need a trust site? What are the best practices for building and managing a trust site?


Ken Wasch, President, SIIA


Jason Blessing, CEO , Plex Systems, Inc.

Dennis Dayman, Chief Privacy Officer, Eloqua

Roman Pavlyuk, Lead Development Operations Architect, SoftServe

Frits Veltink, Managing Director, SaaS Energy

12:50 PM - 1:45 PM

Networking Lunch

Sponsored by SoftServe - Empowering your Business through Software Development

1:45 PM - 2:45 PM

Keynote: Building a Bridge to the Cloud

Over the past few years, much of the excitement, and much of the challenge, of cloud computing focused on the building of the infrastructure. But, as we saw a hundred years ago with the electric grid, it's only after a new utility infrastructure is in place that the biggest wave of innovation begins. Nicholas Carr, author of the bestsellers The Big Switch and The Shallows, will look ahead to the next stage of cloud disruption, and provide practical advice for how companies can "build bridges to the cloud" for their customers.


Nicholas Carr, Author, The Big Switch & The Shallows

2:45 PM - 3:30 PM

The Analysts Wrap Up - What's Next for Cloud Computing?

While occasionally analysts agree on topics, more frequently their predictions and advice vary significantly. In this session, we put leading analysts on the hot seat as they discuss and debate the conference content and the future of our industry. From the impact of mobile applications, social networks, real-time analytics, and "Big Data", nothing is left off the table.


Treb Ryan, Chief Strategy Officer, Dimension Data CSBU


Jeffrey Kaplan, Managing Director, THINKstrategies

Maribel Lopez, CEO, Lopez Research

William McNee, Founder & Chief Executive Officer, Saugatuck Technology Inc.

Phil Wainewright, Managing Director, Procullux Ventures

3:30 PM - 5:00 PM

CODiE Awards Presentations, Drinks & Fun

Sponsored by Grant Thornton

Find out which companies have been selected as having the year’s best software products during our 27th annual SIIA CODiE Awards presentations. This is our official closing session of the conference, and we’ll be serving drinks and snacks. So be sure to stick around to congratulate your peers or to accept your own accolades!


Rhianna Collier, Vice President, Software & Services Division, SIIA

Steven Perkins, National Managing Director, Technology Industry Practice, Grant Thornton

Sponsors Grant Thornton Cognizant Actuate Appnomic Scribe LogiXML Accenture Apica CorSource IBM SafeNet Oracle Dell Boomi Corent SaaSHR.com Pervasive Totango Dimension Data Citrix Information Builders MuleSoft On demand advisors JBara
Industry Partners GigaOM THINKstrategies KJR Associates THINKstrategies Cloud Computing Showcase Under the Radar Saugatuck Technology Dream Simplicity BoogarLists Software Pricing Partners The Hotline Magazine Boxpilot Cloudbook GettApp.com Conference Guru