Change characterizes enterprises today.

Leaders
know that virtually every institution or organization
in society, regardless of industry, geography or
culture, must reinvent.

Marketing is no exception. Market strategy is center stage with

social media, prosumer marketing, and branded communities.
Leading brands have radically increased brand attention with social
media. Young people who have “grown up digital” wield greater
market share and shape demand in new ways. Others see a big
opportunity to rewrite the book on customer engagement at much
lower cost with precision measurement of impact.
Four trends afford the greatest opportunity for innovation, growth
and competitive advantage for marketing CMOs:
• The rise of collaborative platforms – internal and
external platforms provide new channels to customers and new
options for market strategies.
• Nexus Economics – economic transformation punctuates
the economic landscape of marketing with ad and PR budgets
leading the way. What is the true cost of marketing in a 2.0 world?
• Leading in the age of unbounded data – the
abundance of real-time information on customer preferences and
behaviors, coupled with new analytical tools drives better ROI
and precision market tactics.
• Digital identity revolution – better and more trusted
relationships with customers, employees and everyone in your
market ecosystem.
A World Awash with Opportunity
Opportunity is always available for those that truly
lead. Seizing breakthrough opportunities comes
from being in the know: knowing what works
today and what will work tomorrow. We identify
breakthrough opportunities for you to exploit.
Develop personal relationships with access to a network of award-
winning thought leaders directed by leading business strategists and
Thinkers50 members: Don Tapscott (Wikinomics, Grown Up Digital) and
Tammy Erickson (Plugged In, Retire Retirement) and Dr. Nick Vitalari.
Our team is known for identifying next generation trends and
articulating their impact upon global enterprises.
Our value proposition is simple. We discover. We investigate. We
inspire. We engage. We enrich. We collaborate. We syndicate to
share costs and bring peers together. You win.
In so doing, we create enormous leverage for you and your company.
You get the ingredients for breakthroughs, learn from peers, connect
with other leaders, and equip your teams to be innovative and
competitive in a world awash with opportunity.
Join us and other leaders as we explore and exploit
a world awash with opportunity.

2 | © 2009 nGenera Corporation

 2010 Agenda
In 2010, four major themes inform our quest for breakthrough ideas and practices in Marketing. Each theme represents four big ideas that
will shape innovation, operating models, business processes, and competitive advantage. Over the course of the year we will use briefings,
webinars, analyses, reports, and conferences to explore the full dimensions of these big ideas.
The rise of collaborative
platforms
sustainable growth engines, communities, partners,
ecosystems, cultivation of form and function
Collaborative business platforms are emerging as an
essential weapon in the 21st century competitive arsenal and
are at the heart of creating a “Wiki Brand.”
Platforms open new possibilities for Marketing. Leading
companies use external platforms like Twitter, Facebook,
YouTube and Flikr to penetrate new segments. Innovative
marketers use specialized platforms for their most loyal and
active customers.
In the B2B space, leaders use collaborative platforms to
weave together suppliers and distributors to gain better
market visibility and channel efficiencies.
Platforms also change the competitive dynamics of entire
industries. Apple’s iPhone platform with its App Store and
its burgeoning community of developers transformed the
cell phone industry. The emergence of the 3rd Screen
redefines customer intimacy and mobile service models.
What other industries will be transformed by collaborative
platforms? How will platforms reduce marcom expense?
What role will platforms play in sustaining customer loyalty,
brand awareness and drive sales?
Nexus ECONOMICS
mapping the new demand curve, globally
connected economics, experimentation,
collaborative ROI, economic optimization
Economics are fundamental to market dynamics and
individual choice. Nexus economics refers to the changes in
economic structure, transactions and individual behavior in a
highly connected world.
Nexus economics changes everything in Marketing.
Individual behavior takes on new significance. Context and
place can influence margins, production, distribution, and
landed cost. Automated agents may alter the fundamental
search behavior of those that seek products and services.
Marketplaces of networked people and organizations and
their interplay present new opportunities for hyper-growth
or hyper-decline. Market leaders use the new structures
to more accurately shape the winning deal. Preference
functions and choice tradeoffs, previously the realm of
economic theory, become practical inputs to structuring the
value proposition – for some in real-time.
How fast can companies exploit the new economic realities?
How can marketers use the comparative advantages of nexus
economics? Under what conditions to nexus economics
trump traditional economics?
© 2009 nGenera Corporation | 3
 2010 Agenda
nGenera analysts and an innovation network of leading experts provide you with non-stop commentary
and free flowing debate at face-to-face at meetings, realtime on webinars, email alerts, and virtually
through our advanced collaboration platform with discussion forums, blogs, and hosted conversations.
LEADING in the age of
unbounded data
listening, massively customized analytics,
orchestrating, reach beyond stereotypes
In the midst of information overload new signals constantly
emerge. Marketing organizations, often the first outpost
on the information frontier, must listen and rapidly adapt to
signals in their marketplace and propose action.
Sometimes the signal is a call for help from a loyal customer,
or the first notice of a service model gone wrong. In most
cases the signal represents an opportunity to establish a
deeper relationship with a prospect or customer.
Market leaders read these signals with new analytics and
evidence-based models. New types of data combine to
provide new insights. Products linked to smart-phones
coordinated with geospatial data provide real-time market
information. Trends in real-time information suggest
opportunities to formulate campaigns, shape mindsets and
create mindshare.
How can marketing teams exploit unbounded data? How
can companies make sure they know all that is being said
about them? How can they turn data into market signals and
that improve business performance?
4 | © 2009 nGenera Corporation
DIGITAL identity REVOLUTION
pervasive personal identity, digital self, digital
consumption, factoring the social graph, going
social
Pervasive personal identity refers to the expansion of
personal information about individuals.
Modern collaboration both inside and outside the enterprise
depends on the ability of employees, partners, customers
and others to share information about themselves. Affinity
and relationships lead to sales.
Rich digital identities go beyond CRM. Personalized
products and real-time feeds to the right customer at the
right time depend on digital identities. To drive a substantive
conversation or a quick sale, companies must understand the
other party.
Today identity information is coarse. Tomorrow it will be
sophisticated, subtle and refined. Identity information will
influence the course of trivial and significant transactions.
What new service models and product customization
approaches will emerge from the integration of identity
information on prospects, customers and employees? How
will knowing who, what and where influence the message,
the proposition and the close?
 Schedule
The pace and scale of our deliverables provide a dynamic and exciting schedule throughout the year. As we work with you and learn more about
your specific agenda we will make sure you get the right briefings and access to analysts in ways that contribute to your success.

ALL MEMBER MEETINGS (2x/year in May and October)

3-day cross disciplinary programs packed with panels, interviews, rapid fire case studies, and the latest research

WEBINARS (third week of every month)

60-minute interactive sessions with analysts and experts in an engaging “talk show” format on the latest thinking about the latest ideas.

DISCUSSION FORUMS (weekly)

each week an expert poses a question for discussion on the nGen members area.

BLOGS (daily)
an insightful collection of perspectives on our award winning Wikinomics channel – frequented by over 15,000 readers per month.

PERSONAL BRIEFINGS and BRAINSTORMS (on demand)

REPORTS, ANALYSES AND PERSPECTIVES (delivered throughout the year)

© 2009 nGenera Corporation | 5

 Program Deliverables
Our programs are all-inclusive. One program and one price for your entire operation across the entire enterprise. Knowledgeable
membership service teams and powerful collaborative technologies assure that your investment and our products and services yield return.
We listen to you to understand your goals and work with you throughout the year to deliver the right content, in the right way, when you
need it. It’s like having a in-house think tank leveraged through the power of a syndicated program.

Program Products
In fast moving environments, flexibility and speed rule. We use a range of vehicles to match brevity, coherence and insightfulness
with your information consumption requirements.

Big Ideas Focus Analyses

Big Idea projects define the conceptual. They provide rich Focus reports expand and clarify on the specific, actionable
context and deep understanding by spanning all disciplines, topics that matter to institutions and specific disciplines in
industries, and organizations. the near- and long-term.

Flash Commentaries Lighthouse Cases

New topics arise unexpectedly but demand attention and Smart is everywhere – we look for it and talk to the
reflection. Flash reports identify the issue, explore the innovators. Lighthouse cases chronicle elegant solutions and
questions, recommend direction. innovative ideas in practice.

Over-the-horizon Investigations Master Interviews

We mark the next big thing. It may not exist yet in practice, Our interviews with the “luminaries” share insights and
but you need to know. It’s all about giving you lead time. expertise gleaned from our discussions with industry-
Now. shaping thought leaders.

6 | © 2009 nGenera Corporation

Program Services
Our member services team provides you and your organization with concierge-style anticipation and response to your needs.
All member meetings
Our bi-annual, three-day, member meetings showcase
findings from our investigations, feature world-renown
speakers and engage program participants and external
collaborators.
Briefings
At your request, our analysts and collaborators deliver
customized presentations on key investigation streams to
your organization.
Webinars
Held once a month, our webinars provide interactive,
60-minute discussions about current and developing
projects. Members are free to join-in on live presentations or
browse through our catalogue of past webinars.
Brainstorm sessions with analysts
Members share their challenges and our analysts respond.
The 90-minute brainstorming session works through
the issue from as many angles as possible based on our
knowledge and experience.
Private Moderated Communities
All of our program products are written, recorded or
delivered live, via nGenera’s enterprise-class Collaboration
Platform, Social Navigator. This gives members the unique
ability to read and respond to the program content they
receive and create secure company- or workgroup-
confidential communities with other members of the Insight
program. The platform also hosts exclusive weekly member
conversations and discussions with thought leaders and
experts on topics of interest.
© 2009 nGenera Corporation | 7
w w w . n g e n e r a . c o m

nGenera drives productivity and business velocity by deploying on-demand Collaborative Enterprise Management (CEM) solutions
in the world’s leading organizations. These innovative CEM solutions combine nGenera’s collaborative applications, executive
insight, advisory services, and education to deliver critical business outcomes in marketing, sales, IT, HR and operations.
For more information, visit www.ngenera.com.

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Copyright © 2009. nGenera Corporation. All rights reserved. All other marks are held by their respective organizations.