Karl Geffken

Senior Director, Marketing - Global Services
Medtronic

Karl Geffken is the Senior Director of Marketing where he leads commercial strategies for Global Services at Medtronic. Karl started his career as a financial analyst at Hewlett-Packard Company. Since then, he has held management positions in finance, business development, sales and marketing while at HP, Agilent Technologies, Smith & Nephew Endoscopy and Medtronic. Karl has been involved in services sales and marketing for 25 years. Karl received his bachelor’s degree in economics from Muhlenberg College and his MBA from Lehigh University; both located in Pennsylvania. He and his family reside in the Boston area.

Check out the incredible speaker line-up to see who will be joining Karl.

Download The Latest Agenda

Day Three, March 1 - Achieve Cross-Functional Integration

Friday, March 2nd, 2018

09:20 Case Study Revolution: Discovering Service Revenue from Your Installed Base

Karl Geffken of Medtronic knows the importance of integration - his job focuses on service marketing, after all. Hear his insights on how integrating previously separated roles can actually create revenue for your company. Walk away with takeaways on how to:

Collect and analyze data from your installed base to create revenue opportunities
Understand commercial strategies for successful services marketing and selling
Learn what types of commercial metrics yield the best results and why

23:20 Panel: Shift from Customer Service to Customer Experience

In the age of the increasingly knowledgeable customer, it is understandable that they want more out of their manufacturer’s service team than to fix a broken part and leave without a word of how they made the repair. By integrating your service and marketing efforts, you not only shift to a CX model, but you also create a more holistic field staff in the process. These service marketing experts help you successfully:

Collaborate more effectively with your marketing team to better get the service message across
Drive home the financial cost of downtime and how better service mitigates this risk
Teach your service team marketing best practices so they communicate more with the customer than the machine

13:00 Toolbox Talks

Attendees will select 2 of the following round tables. Each discussion will last 30 minutes, after which the attendees will rotate.

1. Follow-up: The Holistic Field Service Rep Knows Their Technology

Lara Hanson, Manager, Service Operations Solutions, GE

2. Follow-up: Service is a Product – How to Sell it That Way!

Jeff Yates, National Service and Repair Manager, U.S., Richard Wolf Medical Instruments

3. Follow-up: Discovering Service Revenue from Your Installed Base
Karl Geffken, Senior Director, Marketing - Global Services, Medtronic

4. Integrate Service and Sales to Create a Dual-Sided Profit Center

Marnie Woods, Manager, Field Services and Repair, J&J Medical