Global WebSphere Community Newsletter — December 2011
By The Global WebSphere Community
Dec 14, 2011 9:18 AM CST
 
Impact 2012
Global WebSphere Community Impact 2012 Survey
Please take a few moments to answer these short survey questions so that we may make your experience as valuable as possible. We value your opinion!
 Impact 2012 Global Conference Shaping Up as Boon for Business Partner Sponsors
Attendance at the Impact 2012 Global Conference is expected to exceed that of 2011, meaning even greater opportunities for event sponsors. If that weren’t enough, there’s more exciting news for Business Partners. In addition to the many benefits enjoyed by last year's sponsors — including hosting Summit sessions and a Solution Center Welcome Reception, both of which drew thousands of attendees — there are new conference locales, new discounted EXPO passes, enhanced pre- and post-event marketing opportunities and enhanced turnkey booth packages.
Sponsor / Exhibitor Application
IBM Business Partner Sponsorship & Exhibitor Package
Reminder: Impact 2012 Early Bird Registration Discount
This past year's IBM Impact Global Conference generated more new pipeline — approximately $500M in validated lead revenue — than any other IBM global software conference. Attendance at the Impact 2012 Global Conference is expected to exceed that of 2011. Your clients can save $300 per person with the Impact 2012 early bird registration discount. Registration must occur on or before March 2, 2012, to receive the discount.
Call for Speakers is Now Open Through January 6
Interested in hosting a session at Impact 2012? Submit your proposal for consideration before January 6. Submit a proposal!
Learn More About the Impact 2012 Curriculum and How to Become a Speaker
This webcast will answer your questions about how to improve your chances of being selected as an Impact speaker.
Impact 2012 GWC Business Partner Special Offer
Don’t miss out on this added benefit of Impact 2012 Sponsorship. Take advantage of a special promotional offering to receive a 20% discount on any new Global WebSphere Community (GWC) Business Partner sponsorship package and extend your marketing and messaging following the Impact 2012 Conference through the global reach of the GWC. Deadline for sign up is May 2, 2012.
For additional information about the Global WebSphere Community (GWC) Business Partner Program please contact Scott Treggiari (scott.treggiari@wispubs.com) or 781-751-8734. For Impact 2012 sponsorship and exhibitor inquiries, please contact Pari Lasch at 312-541-0567 ext. 654 or via e-mail at pari@corcexpo.com.
WUG News and Updates
Upcoming WUG Meetings:
Announcing the WebSphere Cast Iron Cloud Integration Virtual User Group
We have launched a new group in the Global WebSphere Community: WebSphere Cast Iron Cloud Integration Virtual User Group.
The group is meant to provide an educational platform that helps solve the real-time issues in developing and delivering integration solutions and services leveraging Cast Iron.
If you are interested in or work with WebSphere Cast Iron or you're involved with your company's cloud computing strategies, this group will be a valuable resource for you! Join the Cast Iron WUG by logging in to your GWC account, visiting the group page, and clicking the Join this Group link in the right column under the group profile picture.
Now Through January: Bonus Points for Answering a Forum Question
Now through January 31, the GWC is offering double GWC Member Reward Program points for answering a forum post. Member knowledge is our best resource, so help out one of your colleagues by visiting the GWC forums and providing an answer to a burning question. And, with all of this focus on the forums, what better time to ask a question?
By contributing to the GWC forums, not only do you earn a chance at great quarterly prizes, but for the month of January the 2 highest point earners will receive a complementary pass to Impact 2012!
Here are a few forum posts to answer to get you started:
Or, feel free to peruse the GWC Forums at large.
Remember, you must be logged in to your GWC account to ask or answer a question. For full GWC Member Rewards Program details, please click here.
Highlights From the December Blogs:
Recap: Decemeber 1 Webcast: What's New in BPM and Decision Management on z?
Date: December 1, 2011
Title: What's New in BPM and Decision Management on z?
Time: 11 am EST (GMT -5)
Download the presentation and watch the video replay here!
Are you looking to improve the maintainability of your mainframe applications? IBM’s Business Process and Decision Management technologies for z/OS provide the perfect solution, increasing the flexibility of mission-critical applications running on System z, bringing visibility across your organization of how these applications work, and aligning them with applications running on distributed platforms.
At this session, you will learn:
- Why you should be thinking about Business Process and Decision Management for application modernization.
- What are the specific mainframe deployment options for IBM Business Process Manager and WebSphere Operational Decision Management
- How these products meet the specific architectural needs of z/OS applications
- How these products provide the ability to unify mainframe and distributed systems
Recap: December 8 Webcast: What's New in WebSphere MQ v7.1 Security?
Date: December 8, 2011
Title: What's New in WebSphere MQ v7.1 Security
Time: 11 am EST (GMT -5)
Download the presentation and watch the video replay here!
Click here to view the questions asked during this webcast in our Messaging Security forum
Wondering whether to upgrade to WebSphere MQ v7.1? Concerned about security? If the answer to these questions is "yes", then this webinar is for you! The theme of the v7.1 release can be summed up in one word: Simplify. Learn how WMQ v7.1 features can replace channel security exits, reduce complexity, and consolidate security configurations into a single MQSC script. See how WMQ v7.1 enables security by default to block remote attacks. Find out how to streamline administrative tasks while improving security granularity. The presentation will also discuss how the new features interact with WebSphere MQ File Transfer Edition and WebSphere MQ Advanced Message Security to provide a single secure environment for messages, files and applications end-to-end.
Recap: December 13 Webcast: WAS V8.5 Alpha: The Lightweight WebSphere Application Server “Liberty” Profile
Date: December 13, 2011
Title: WAS V8.5 Alpha: The Lightweight WebSphere Application Server “Liberty” Profile
Time: 11 am EST (GMT -5)
Download the presenation here!
Watch the video replay!
Click here to view the questions asked during this webcast in our WebSphere Application Server forum
This session will look at how the WebSphere Application Server is evolving to address the requirements of Developers. Developers need a lightweight WebSphere execution environment - in Eclipse or RAD - whose configuration is simple to edit, version and share, whose footprint is closely tailored the the application's needs, and whose execution behaviour has high fidelity to the target production system. This session focuses on new improvements in the Developer Experience for web applications and demonstrates how these dramatically simplify the edit-compile-debug cycle to improve developer productivity and reduce time to value. It will also look at a new production deployment scenario in which a configured instance of a server is "embedded" in an application.
Recap: December 15 Webcast: IBM Policy & SLA Management and Monitoring at the Edge
Date: December 15, 2011
Title: IBM Policy & SLA Management and Monitoring at the Edge
Time: 11 am EST (GMT -5)
Download the presentation and watch the video replay here!
Click here to view the questions asked during this webcast in our SOA and SOA Governance forum
Policy is a standard or guideline that can help your organization manage its service availability and performance management in a repeatable and best practices manner. An SOA Policy actionable pattern has been implemented at IBM with WSRR for policy administration, WebSphere DataPower for policy enforcement, and Tivoli ITCAM for SOA for policy monitoring. The speakers will explain the basics of the pattern including the automated integration between products. They will also provide details around the policy implementation, and examples of policy usage for Service Availability and Performance Management.
Interested in Becoming a GWC Business Partner?
The Global WebSphere Community reaches tens of thousands of WebSphere professionals every month – the GWC Partner Program allows companies to get their message to decision makers in the community that they may otherwise not have the opportunity to reach. “When we want to send a targeted message specifically to people working in the WebSphere platform, the GWC Partner Program makes that happen for us”, says XebiaLabs CEO Coert Baart, a recent GWC Partner Program participant. He added, “A recent email sent to the community on our behalf resulted in dozens of new leads overnight.”
The GWC Partner Program delivers value far beyond simple advertising. They work as an advisor helping partners choose the right mix of sponsored articles, white papers and webinars that are likely to deliver the desired outcome to partners in terms of brand recognition and lead generation.
To learn how the GWC Business Partner Program can help you deliver targeted messages to WebSphere professionals, contact Scott Treggiari at scott.treggiari@wispubs.com or 1-781-751-8734.
WebSphere News and Announcements
WebSphere Virtual Enterprise Version 7.0.0.1 Available for Download
WebSphere Virtual Enterprise helps you consolidate application servers and maximize utilization while monitoring application health.
WebSphere Virtual Enterprise 7.0.0.1 adds support for an elastic tier of On Demand Routers (ODRs) which grow and shrink based upon the current CPU demand for the ODR tier. This results in more server consolidation benefits with less administrative overhead. In addition, dynamic clusters of application servers are now supported when not fronted by ODRs. thus making it even easier to bring Virtual Enterprise into your environment.
WebSphere Virtual Enterprise Version 7.0.0.1 adds support for WebSphere Application Server Network Deployment Version 8.0.0.x & KVM (Kernel-based Virtual Machine) Toleration
Download WebSphere Virtual Enterprise Version 7.0 Fix Pack 1
 The IBM WebSphere Application Release Automation and Process Management from BMC
The Challange
The IBM WebSphere Application Server is a major tool for the agile, cost-effective business to accelerate application development, testing, deployment, and operations. Yet there is a need to deploy WebSphere in a scalable, consistent, and reliable fashion. This can be further complicated by the need to run and support WebSphere Portal and Process servers. The challenge of ensuring consistent configuration of WebSphere instances and automating the application release processes that move applications through them is paramount to successful deployment and on-going production use. The productivity gains created by WebSphere instances can be diminished, or even cancelled out, by the consumption of valuable manpower and technical resources. Configuration errors are responsible for between 40–60% of application failures. The trend is for more and more frequent application releases into environments of higher complexity (e.g., WebSphere Portal and VE) and affecting more users (SaaS, Cloud computing). As Web applications are increasingly business critical, outages can publicly hinder a company’s ability to do business, causing damage to brand, revenue, stock price, and career. All too often, development teams are not able to work cohesively and coherently with IT Operation teams to ensure smooth, successful, and automatic application deployments of systems.
The Solution
Application Release Automation and Process Management from BMC transforms application release processes with collaborative workflows, high-level planning and calendaring, deployment automation, environment management, and defect identification. It lets developers collaborate easily with IT Operations in a controlled, consistent, browser-based way to ensure consistent provisioning and configuration of pre-production environments. Application Release Automation enhances the capabilities and timeliness for teams to manage and support application releases and various WebSphere server configurations. BMC’s Automation Release Automation (ARA) eliminates unplanned application outages due to configuration error and the time necessary to mitigate, diagnose, and solve application problems. Furthermore, ARA can manage middleware configurations and configuration drift, ease datacenter moves or consolidations, and readily support migrations to a new middleware release. It can ensure even against application failure when cutting over to one or more Disaster Recovery sites. This ensures you have the capacity, the consistency and the availability your business requires.
Workflow, Planning, Coordination, Automation, Configuration and Diagnostics
Application release automation requires much more than checklists, schedules, meetings, and coordination of user-maintained scripts. Application Release Automation from BMC addresses the following critical areas:
- Collaborative release workflows — Get centralized views with web-based visualization of schedules, tasks, team and individual responsibilities, environments, and staff allocation tailored for every release train or lifecycle.
- Incremental conversion to automation — Capture and visualize existing release processes and introduce automation where it delivers greatest performance improvement.
- Granular Configuration Modeling — Captures details and inter-relationships of all configuration items and enables automated deployments, compliance management, and application migration.
- Parameterized Packaging — Deployment packages adapt to differences between environments without modification. “Abstract uniqueness of every environment.”
- Rollback on Error — Deployments are never left partially configured; all changes are rolled back when an error is detected.
- Role-Based Access Control — Granular role- and object-based authorizations ensure integrity of packages and environments.
- Distributed automation infrastructure — You can execute deployments the same way every time — regardless of application type, platform, location, or virtualization.
- Environment management — Maintain consistent infrastructure configurations without scripting, even in the most complex of instances. Out-of-the-box support for IBM WebSphere, IBM WebSphere Portal, and other popular middleware relieves administrators from routine, mundane, and thankless tasks.
- Defect and adaptive decision analytics — Quickly diagnose and analyze the root-cause(s) of application failure, for example, zero-in on any deviance in WebSphere environment configuration, or trace line-by-line execution up to a poorly formed SQL call within the application.
BMC Application Release Automation Enables IT Operations To:
- Reduce damaging application failures — Eliminate over 95% of configuration errors, the leading cause of application downtime.
- Optimize quality/cost ratio — Improve quality while reducing costs, reduce release times from weeks to minutes, require many fewer FTEs to handle greater release volumes.
- Improve application rollout success rates — Automate handoffs between release teams, enable preview and rollback of changes, ensure configuration consistency.
- Improve compliance and governance — Eliminate 98% of unaudited release processing, enable auditing and reporting, add role-based access control.
BMC’s ARA solution results in shortened release cycles, application and system configuration consistency, and smoother handoffs across groups. Users can ensure that server and application configurations are consistent across environments by tracking application compliance against a policy model. All deployment actions can be authorized based on user roles, ensuring appropriate levels of user access. If necessary, deployments can be rolled back easily.
Comprehensive DevOps Support Application Release Automation from BMC provides comprehensive release management for the emergent practice of DevOps, as well as Continuous Integration and even Continuous Delivery initiatives. Deployment processes and environment configurations are tailored to the requirements of each release plan and lifecycle, and then executed consistently from Development to Production — without scripting, according to plan, scheduled by team and activity and driving existing automation to successful completion (and reporting along the way). Whatever applications or application components may come, wherever they may come from, and wherever they are meant to go, Application Release Automation from BMC profoundly eases the movement of releases from development through the deployment pipeline to operations, consistently, reliably, and quickly.
IBM Workload Deployer v3.1 is Now Available
IBM Workload Deployer is a hardware appliance that provides access to IBM middleware virtual images and patterns to easily, quickly and repeatedly create application environments that can be securely deployed and managed in a private cloud.
Enhancements for IBM® Workload Deployer V3.1 include:
- Support for images created by the IBM Image Construction and Composition Tool as a component of virtual systems
- Embedded IBM Workload Plugin Development Kit, helping you create custom plug-ins for specific virtual application patterns
- High availability and failover of the Workload Deployer appliance, providing reliability and resiliency to the private cloud
- Support for virtual applications running on AIX®
- Support for broader programming models with WebSphere® Application Server Hypervisor Edition V8.0
New on the Web
IBM Business Agility Study: Cutting Through Complexity with Business Agility
This Business Agility study surveyed companies in the financial, insurance and healthcare industries. Each company surveyed described themselves as agile and achieved significant business results. The study reveals strong correlation between business agility and success and agility can be a powerful tool for cutting through the complexities dominating the corporate landscape to seize opportunities.
Download the white paper to gain greater insights into these industry leading companies and understand what these companies discovered and how they realized greater agility to achieve success.
Enterprise OSGi YouTube Channel
For those with an interest in OSGi, why not look at the Enterprise OSGi YouTube channel which contains short videos of OSGi education. Feel free to submit your own video by contacting @sjmaple
IBM Redbook: Scaling BPM Adoption from Project to Program with IBM Business Process Manager
Your first Business Process Management (BPM) project is a crucial first step on your BPM journey. It is important to begin this journey with a philosophy of change that will enable you to avoid common pitfalls that lead to failed BPM projects, and ultimately, poor BPM adoption. This IBM® Redbooks® publication describes the methodology and best practices that lead to a successful project and how to use that success to scale to enterprise-wide BPM adoption.
The intended audience for this book includes all people who participate in the discovery, planning, delivery, deployment, and continuous improvement activities for a business process. These roles include process owners, process participants and subject matter experts (SMEs) from the operational business as well as technologists responsible for delivery including BPM analysts, BPM solution architects, BPM administrators, and BPM developers.
WebSphere® for System z® Prescriptive Use Cases: Continuous Improvements to System z Performance and Price
Why and when should I deploy WebSphere middleware on System z and z/OS or Linux for System z?
Is the price/performance competitive with alternative deployment options?
Imagine processing 10 thousand real business transactions at a cost that is less than a burger at your favorite fast food restaurant.
Dramatic improvements have been made in System z transactional price/performance over the past 3 years. It may be time for IT Managers and Professional to re-think co-locating WebSphere work loads on the System z.
Positive trends in customer adoption of WebSphere® middleware on System z® are driving the need for a more comprehensive evaluation framework to determine the platform on which a new workload runs. One of the most visible components for customers in making a platform decision is price/performance, which is the subject of this white paper. To address price competitiveness, we use the term, “prescriptive use cases”. The WebSphere System z prescriptive use cases are intended to provide solid proof points and exhibits that demonstrate the cost benefits of deploying new WebSphere workloads on System z for customers who have already made a significant investment in z/OS or Linux. The prescriptive use cases address in this white paper will provide our customers with answers to the above questions:
The prescriptive use cases effort recognizes the customer’s starting point, in terms of commitment to System z, and then illustrates the value of deploying new WebSphere workloads on z/OS or Linux, that is, the achievement of performance equivalents to alternative deployment platforms at a competitive price while building on the customer’s existing System z investment in Qualities of Service (QoS).
Don't Miss These Whitepapers:
Ready-to-Use SOA Governance for IBM WebSphere
SOA Software's products provide Ready-to-Use SOA Governance for IBM WebSphere. This allows customers to confidently use IBM WebSphere products as part of a heterogeneous enterprise SOA environment sharing services with other commercial SOA platforms like SAP, Microsoft and Oracle, as well as RedHat and other open source providers. IBM WebSphere customers add SOA Software Ready-to-Use SOA Governance solution to IBM WebSphere to: 1) Ensure that services they identify, design and build using WebSphere products are relevant and consumable to applications they plan, design, build and deploy using other technologies like Microsoft or Oracle, or buy from other vendors like SAP; 2) Make services they expose from applications running on WebSphere products visible to and compliant with enterprise policies defined, enforced and audited across other platforms; and make services they design and build using other platforms like Microsoft and open source environments visible to and compliant with enterprises policies defined, enforced and audited across their WebSphere applications. This “Ready-to-Use” solution is unique to SOA Software in the market.
Datasheet - IBM WebSphere Extended Deployment Compute Grid V8
Today’s globally integrated business environment needs smarter IT solutions that respond to changing business demands of the dramatic growth of web activity and requires cost effective business transaction processing. With rising customer expectations, businesses require 24×7 availability for OLTP processes while at the same time needing to take advantage of the cost savings available through batch processing. Traditional batch, however, suffers from the limitations of a “batch window,” which does not support the 24×7, always-on, uptime requirement of OLTP applications. To achieve the best of both worlds, IBM has introduced an integrated multifunctional and multiplatform Java batch solution that improves operational efficiency of business transaction processing, with support for batch jobs alongside online transactions. It delivers a near real-time user experience while optimizing costs.
Simple batch jobs alone may not address the challenges of the modern enterprise. Your IT team needs to repeatedly extend custom functionality to meet tactical needs. But over time, it becomes a suite of custom middleware that is expensive to maintain and draws resources away from core business objectives.
A batch solution that takes into account your requirements and uses your existing infrastructure is now available. The solution incorporates best practices and lessons learned from the emerging paradigms of High Performance Computing, GridComputing, and Utility Computing. Today’s infrastructures must easily adapt, incorporating future technologies, and the applications hosted within it need to be able to use modern tooling and programming best practices.
IBM® WebSphere® Extended Deployment Compute Grid V8 is a next-generation batch processing system, designed to meet the requirements of any industry and company size.
With WCG v8, your organization can:
- Optimize cycle time—provide flexibility in business processes to run bulk or real-time activities, depending on business needs
- Simplify architecture and manage costs with shared service infrastructure for batch and OLTP
- Improve time-to-market of deliverables with a standardized programming model, tools and a shared infrastructure for developing batch and OLTP services
- Experience “batch as a service,” an emerging service paradigm for using Java batch front-ended with web services
- Simplify end-to-end batch management across different execution environments such as WAS (V6, V7 and V8) and CICS
- Reduce costs by executing batch processing in Java and off loading to zAAP engines on z/OS®
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Figure 1: Customers need near real-time information and an always-on OLTP system. The IBM WebSphere Extended Deployment Compute Grid
solution enables the interleaving of OLTP and batch workloads 24×7, as shown in this diagram (click image to enlarge). |
Benefit from a proven batch architectural framework for modernization:
IBM has created an architectural framework that provides a platform for meaningful integration between OLTP and batch applications. This approach allows continuous batch execution using shared business logic on a shared infrastructure between batch and OLTP applications without impacting response time requirements for OLTP applications, providing you with a near real-time experience.
WCG is an integral part of this architectural framework for batch modernization. It offers a consistent and systematic integration strategy across multiple business components. It allows for continuous batch processing, enables SOA transformation through reuse of services, uses in-house Java skills for batch modernization projects, reduces cost through use of specialty processors and improves hardware efficiency by utilizing unused capacity during OLTP processing for batch windows.
The WCG, in combination with WebSphere Application Server (WAS), offers multiple configuration options and support for multiple business models and deployment platforms. It also supports a wide range of scenarios, from open source projects with no up-front budget, to simple administration of a single server environment, to a clustered, highly available, high-volume environment with edge-of-network services.
WCG can address a number of usage patterns:
- Share services and reuse code between OLTP and batch
- Reduce batch windows or compress time using the Parallel Job Manager
- Run batch workloads in a 24x7 mode in conjunction with OLTP applications
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| Figure 2: WebSphere Application Server is a powerful Java execution platform. WCG extends the WebSphere Application Server to provide a managed batch execution container environment. It is designed to run on both IBM System z® and distributed platforms. (click image to enlarge). |
The new version of WCG v8 provides a managed batch execution environment that enables the entry, execution and management of Java batch processing in distributed or on mainframe environments.
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Figure 3. Click image to enlarge
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| Figure 4. Click image to enlarge |
IBM WebSphere Extended Deployment Compute Grid v8 provides an end-to-end managed batch execution experience by combining enterprise-strength qualities of services with developer and data center productivity tools to bring time-to-value benefits into a pre-integrated framework for batch workload execution.
For more information:
To learn more about the IBM WebSphere Extended Deployment Compute Grid v8, please contact your IBM representative or IBM Business Partner or visit: ibm.com/software/webservers/appserv/extend/computegrid/. Additionally, financing solutions from IBM Global Financing can enable effective cash management, protection from technology obsolescence, improved total cost of ownership and return on investment. Also, Global Asset Recovery Services help address environmental concerns with new, more energy-efficient solutions. For more information on IBM Global Financing, visit: ibm.com/financing
Education and Certification
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Upcoming Webcasts, Seminars, and Events
Don't Miss These On-Demand Webcasts:
On-Demand: From Oracle to IBM: A Customer's Journey
Date: On Demand
Duration: 60 Minutes
Please join us for a webcast “From Oracle to IBM: A Customer's Journey” to hear from D+H, a premier integrated solutions provider to Canadian banks and financial institutions. The webcast will outline the rationale behind their decisions to migrate from Oracle/Sun technology to IBM technology within a key line of business.
With over 4500 employees in over 20 locations, D+H offers a diverse set of solutions including cheque programs, lending solutions, student loan processing, and registry services.
In this webcast, D+H will share the key differences between the IBM and Oracle solution offerings, customer experiences, and the tangible business benefits of their evolving relationship with IBM from vendor & customer to strategic partner.
On-Demand: XebiaLabs Discusses Best Practices for Accelerated Application Delivery Highlighting Delivery to IBM Workload Deployer
Middleware environments are becoming increasingly complex. Developers search for ways to eliminate time spent waiting for others to deploy new application code, administrators cope with the emergence of clouds and ever-faster software release cycles by automating the deployment process, and managers know they can save significantly in time and money by eliminating inefficiencies in the IT workflow.
In this webinar, you will learn how Deployit, the XebiaLabs release automation platform, optimizes the delivery of applications to IBM’s WebSphere and cloud environments.
Join us and:
- Learn about Application Release Automation trends and Best Practices.
- Hear how you can optimize the delivery of your WebSphere applications via the Deployit platform.
- Learn the pitfalls of creating your own deployment scripts and get more insight into the managing of applications outside of the WebSphere stack.
On-Demand: Succeeding with Business Agility: Five Forward-Thinking Organizations
Attend this webcast series to hear from Nationwide, Aetna, Premiere Healthcare with Parker Hannifin and AXA Seguros -- five companies that took different paths to becoming more nimble and creative in how they deliver new policies and products, enter new markets, serve clients and comply with new regulations. Listen to their experts discuss business goals, what challenges they needed to overcome, what they needed to focus on and how they got results.
Consider this a mini-course in Business Agility taught in the best possible way – by example. This webcast series is sponsored by IBM.
On-Demand: How to Evolve from a Red-Line Budget Item to a Top-line Revenue Generator
It’s a new day for marketers at mid-size companies. Nowhere is this change more dramatic than in the direct revenue contribution assigned to today’s CMO and other senior marketers. They are being asked to directly contribute to revenue and to show exactly how that contribution has occurred and will occur. And, quite frankly, it is an uncomfortable place for many given their lack of experience and training in this new direction.
Debbie Qaqish share her insights on the Journey of the Revenue Marketer and how to move from a cost center to a revenue generator. She'll tell how modern analytics and CRM can turn marketing ROI from art to science, and how successful companies are learning to leverage these four principles:
- Tightly integrated marketing automation and CRM
- Marketing accountability for funnel management and conversion metrics deep in the pipeline
- Reporting on past results and forecasting future results
- Variable compensation tied to revenue-oriented metrics
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