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4 April 2001 12th Annual Cambashi Seminar
'Chinese Whispers win Marketing Marathons' Cambashi presents an informed opinion of the users' perspective on the use of IT in Industry Today, at its annual seminar for senior managers from the IT industry, the Cambashi team and their guest speakers will present the users' view of the market, the lessons to be learnt from the past twelve months and also explore the more significant opportunities they see for the coming year. The seminar, entitled 'Chinese Whispers win Marketing Marathons', is the twelfth organised by Cambashi, and takes its name from one of the themes of the day, the importance of adding local colour and significance to the marketing message that is delivered to your desktop by the corporate website. According to Mike Evans, Cambashi's managing director, 'By focussing their sales and marketing efforts on central web site and co-ordinated international sales literature, vendors can definitely improve the returns on their sales and marketing investments.' He maintains, however, that this should not prevent local sales teams from tuning the corporate message to suit local conditions and the concerns of their particular customers. Business is won by getting these local values ('Chinese Whispers') right, not by eliminating them. In their look into the future the seminar will feature three hot application areas. Under the heading of Design the focus will be on the growing interest in Collaborative Engineering - getting Design to be a more 'joined up' activity. In the broader Enterprise Applications area Cambashi will examine the rigorous demands that online business creates not only for integration of commercial and product information, but also for creation of product catalogues. Lastly and very topically, the seminar will take a software vendors view of the Application Service Provider business model, and its impact on revenues and market opportunities. Guest speaker Jeff Drust, Vice President, e-business, Autodesk Inc will explain the challenges Autodesk has faced in changing the corporate culture of the company and its channels to take on board e-issues. He will explain that it is not just a question of winning acceptance of new ideas, but also what to change, when to change it and how to drive that change, whilst continuing to meet the expectations of Wall Street - all within the availability of scarce resources. In a late change to the programme, Mike Roberts, most recently Business Process Improvement director at Rolls Royce, will address the IT Vendors in the audience under the challenging title of 'If you want to talk to me more than once'. An opportunity many of us must have wished for on at least one occasions! 
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