Event Details

29 Apr 2014

SVAMA and ASAP Silicon Valley Joint Event | Leveraging “The 3rd platform” To Manage Customer Engagement Across Organizations, Channels and Partners

2013 saw the clustering of mobile, social, big data and cloud as “The 3rd platform”. IDC predictions state by 2020, 40% of the industry's revenue and — incredibly — 98% of its growth will be driven by 3rd Platform technologies that today represent just 22% of ICT (Information and Communications Technology) spending. For more details check the IDC report “Competing on the 3rd platform.

Join the Silicon Valley American Marketing Association (SVAMA) and the Association for Strategic Alliance Professionals of Silicon Valley (ASAP-SV) for a panel discussion and round table event on “The 3rd platform” and how to effectively manage customer engagement across organizations, channels and partners.

Key topics to be covered

  • The role of 3rd platform in marketing, customer engagement
  • Working and sharing data across the organization, channels
  • Communicating and implementing best practices

Join the conversation at #engageSV, @SVAMA, or @asapsv.

About the Discussion Leaders

Ron Long, Director of Global Partner Sales, NetApp
ron longRon Long is a senior IT business professional and an expert in the formulation and management of alliance partner business models integrating new technologies, services, and business acumens into revenue producing programs. He has managed the initiation and collaboration of multi-partner strategic alliances bringing to market integrated technology solutions to diverse markets. He has managed joint partner sales opportunities resulting in new market share expansion. Ron is most recognized as an entrepreneur that has had responsibility for creating and executing new business ventures within large corporations that incorporate multi alliance upstream and downstream frameworks.. Ron has been an ASAP member in various corporations and independently since 1999. He is currently responsible for managing the Global System Integrator and Global Alliance business program office at NetApp.

Erna Arnesen, VP Global Channel and Alliance Marketing, Plantronics
erna arnesenErna Arnesen is responsible for developing Plantronics’ global channel and strategic alliance marketing programs, channel strategies and go-to-market models. Within this role, she and her team focus on creating tools and programs to help the extended Plantronics sales team execute effectively in markets around the world. She and her team work with strategic partners on developing customized marketing strategies and programs for key partners such as Microsoft, Cisco, and Avaya.  Arnesen was honored recently as a Women of Influence Award by the Silicon Valley / San Jose Business Journal. She has also received the YWCA Tribute to Women in Industry (TWIN) award, and is a graduate of Leadership California. In addition, she was named a 2012 Woman Who Made her Mark by Watermark. Erna has previously served as a board member of the Association of Strategic Alliance Professionals (ASAP). She is a member and regional co-chair of the Wellesley Business Leadership Council. Arnesen has a master’s degree in business administration from Harvard Business School and a bachelor’s degree from Wellesley College.

Adrian Ott, CEO, Exponential Edge Inc.
adrian ottConsulting Magazine called Adrian Ott “One of Silicon Valley’s most respected, if not the most respected, strategists.“ As CEO of Exponential Edge® Inc., Adrian and her team help tech companies to accelerate market leadership through innovative go-to-market strategy, and outsourced marketing execution services. Adrian is also the best-selling author of The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy (http://j.mp/cJASOb), which won Best Business Book of the Year awards by USA Book News and Library Journal in 2011. Adrian lectures frequently at USC, Carnegie Mellon and Stanford and at industry events such as TEDx. Her work has been featured in publications such as the Harvard Business Review and Fast Company. In 2014, Adrian was honored by the Harvard Business School as one of the most inspiring business leaders in Northern California She holds a B.S. degree from U.C. Berkeley, and an MBA from Harvard Business School.

Shannon Ryan, CEO, Archetypedna (Moderator)
shannon ryanShannon is an industry thought leader in global brand strategy and marketing. Over the past 16+ years, she has held senior leadership roles on both the agency and brand side, including management of her own agency, ArchetypeDNA. Shannon’s experience is diverse across BtoB and BtoC having worked with some of the most respected brands in the world. She specializes in 360° customer engagement, helping brands effectively reach and engage their audiences across channels and deliver measurable results across the organization.

John Soper, Principal & Sr. Consultant, New Paradigms Marketing Group (Moderator)
john soperJohn founded of New Paradigms Marketing Group in 1994, where he has since helped Silicon Valley companies find creative business and marketing strategies to bring cutting edge technologies to market., including early Internet to current digital and mobile technologies. He has delivered and implemented successful and innovative business strategies for F100 companies, including Sun Microsystems, SGI, NEC and Siemens; as well as a host of startups, including Business Logic System Business Logic Systems, Instancia, CineLink, Mirage Networks, Escendo, and CRM Alliance. He has also worked in alliances with and provided professional development courseware to many of the key Silicon Valley technology companies, including HP, Cisco, IBM, Oracle and Apple. Prior to founding NPMG, John led key marketing and business development innovations at Sequent Computer, CableData and Prime Computer. Prior to that he broke new ground in developing university-commercial sector technology transfer relationships at the University of Wisconsin-Madison. John is currently the Immediate Past President of the Silicon Valley Chapter of the Association of Strategic Alliance Professionals (ASSP-SV). John received a BA degree at Ohio Wesleyan University and an MA degree at the University of Wisconsin-Madison and the University of Michigan.


Erna Arnesen
VP Global Channel and Alliance Marketing

Ron Long
Director of Global Partner Sales

Adrian Ott
Exponential Edge Inc.

Event Sponsors, Partners or Affiliates:

Mark Your Calendar Now!

29 Apr 2014

Michaels at Shoreline, 2960 N Shoreline Blvd Mountain View, CA [Google Map]


Date: Apr 29, 6:00pm - 8:30pm

6:00 – 6:30 pm – Networking

6:30 – 7:30 pm – Panel

7:30 – 8:30 pm – Roundtable Q&A



Discussion Leaders :

Ron Long, Director of Global Partner Sales – NetApp
Erna Arnesen, VP Global Channel and Alliance Marketing, Plantronics
Adrian Ott, CEO – Exponential Edge Inc.




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