Management Team

David C. Munn

President and CEO

Dave oversees all ITSMA strategy, partnerships, and international operations. He also moderates numerous ITSMA conferences and speaks at a variety of industry and client events.

Since joining ITSMA in 1995, one year after its formation, Dave has played a central role in expanding the organization’s offerings to include: Best-practice, benchmarking, and customer research; custom consulting and training; and a wide range of member services to help companies improve marketing, sales, and business results. ITSMA now has operations in the US, Europe, and Japan, serving over 100 member companies representing close to half of the total Technology & Telecom services revenues generated worldwide.

Prior to joining ITSMA, Dave held senior-level field positions with Oracle Corporation and Apple Computer, responsible for marketing products and services to commercial and government accounts. Earlier, Dave was a senior analyst with The Ledgeway Group, where he authored Ledgeway’s first “Service Trends and Forecast” study and launched the company’s inquiry hotline service.

Dave holds a Bachelor of Arts degree in Economics from Denison University and an M.B.A. from Northwestern University’s Kellogg School, where he concentrated in Marketing and Corporate Strategy. Dave is a former President of the Alcott Toastmasters Club and an alumni interviewer for Kellogg’s MBA program.

Julie Schwartz

Senior Vice President, Research and Thought Leadership

Julie oversees ITSMA’s thought leadership development and custom research. She has authored numerous reports and articles on technology services trends, marketing, branding, and sales topics, and is a frequent speaker at public events and client meetings. Julie created ITSMA’s Solutions Roadmap and Services Competency Assessment, developed a balanced scorecard approach to measuring services marketing performance, and designed ITSMA’s 360° brand assessment research, which helps companies better understand how their brands are perceived by customers, prospects, partners, employees, and influencers.

Prior to joining ITSMA in 1996, Julie was an analyst with State Street Research. Earlier, Julie was the director of professional services research for Dataquest and manager of research for The Ledgeway Group.

Julie holds a Bachelor of Science degree from the University of Pennsylvania, where she graduated summa cum laude and was elected a member of Phi Beta Kappa. She also has a Master of Science in Management from the MIT Sloan School of Management, where she was named a Seley Scholar.

Beverley Burgess

Bev BurgessSenior Vice President, ITSMA Europe

Bev leads ITSMA’s activities in Europe, supporting members locally through a programme of research, events, professional development, and consultancy services.  She has over twenty years’ experience of both marketing and running service businesses, and is passionate about the role of marketing in business growth. Her book, ‘Marketing Technology as a Service,’ was published by Wiley in 2010, exploring proven techniques to create value through services based on an infrastructure of technology.

Bev’s background includes senior marketing roles at British Gas, Epson, and Fujitsu. She has also run her own strategic marketing consultancy, supporting clients such as BDO, Bupa, CSC, EMC, Thales, Xerox, and many others. Bev specialises in helping companies like these to create new insights; identifying and prioritising opportunities for growth; brand positioning and engagement; designing compelling value propositions; building content that drives conversations; and accelerating accounts through Account Based Marketing, among others.

Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing, and has served as an International Trustee. She holds an MBA in strategic marketing, gained in 1998 with distinction, and incorporating an in-depth study of the implications of culture to perceptions of service quality. She also holds a BSc Honours degree in business and ergonomics.

No stranger to ITSMA, Bev has been involved with the organisation since 2001, previously holding the Managing Director Europe position between 2003-2006, before becoming Private Sector Marketing Director for Fujitsu. She has contributed to ITSMA knowledge development in the area of ABM and solutions marketing over recent years, and has consistently served as a judge for ITSMA’s Marketing Excellence Awards. In 2011, Bev designed the ‘Professional Diploma in Marketing for Business Services and Solutions’ for ITSMA and the CIM.

Masafumi Kohmoto

Managing Director, ITSMA
President, ITSMA Japan
President, Services Strategies, Inc.

Kohmoto-san is the managing director of ITSMA and president of ITSMA Japan founded in 1999. He is responsible for business development and research execution in Japan. He is also the president of Services Strategies, Inc., a company he founded in 1996 to advance the state of the IT services industry in Japan.

Kohmoto-san currently sits on the Board of Advisors for AFSMI and is president of the organization’s Samurai Chapter, which he co-founded in 1989. In 2007, he received the “Tom Evans Lifetime Achievement Award” from AFSMI in recognition of a lifetime of accomplishment in the services management arena.

For nearly three decades, Kohmoto-san held responsibility for services market research and strategy at Hitachi Electronics Services Co., Ltd.

Jeff Sands

Vice President

With more than 40 years of experience in technology marketing, sales, and business development, Jeff brings a keen understanding of the priorities and pain points for services and solutions marketing. At ITSMA, Jeff works directly with member companies to help them take best advantage of ITSMA resources and to provide focused advisory support around go-to-market strategies for technology services and solutions, message platforms and targeted Value Propositions, sales enablement, customer advisory councils and more. Jeff led the effort to develop the current ITSMA Account-Based MarketingSM Model and works to continually develop the methodology to support and drive today’s business and marketing needs. In addition to Jeff’s role as the Practice Lead for Account-Based Marketing and leader of ITSMA’s Account-Based Marketing Council, he works with member companies on Penetrating New Accounts and on Vertical Marketing strategies and programs.

Jeff started his marketing career at Digital Equipment Corporation, where, during his 18-year tenure, he created and implemented the company’s first marketing plans for both the Systems Integration and IT Outsourcing. While at Digital, Jeff was also a founding member of ITSMA and represented Digital on ITSMA’s Board of Advisors from the association’s inception in 1994 through 1996.

After his time at Digital, Jeff moved to EMC, where he created the company’s first revenue-producing professional services business. He also led the effort to create the first Consulting Service offerings for this new business. From there, Jeff was VP Marketing for Parametric Technologies Global Services. After PTC he served as Vice President of technology consulting for Wallwork Curry McKenna, a Boston-based marketing and advertising agency.

Most recently, Jeff spent the last two years designing, building and implementing the ABM program for CA Technologies in North America which involved creating integrated sales and marketing actionable campaigns.

Jeff holds a BBA in Marketing from Hofstra University and an MBA from Long Island University. He is also a graduate of the Tuck Executive Program at Dartmouth College.

Rohit Lodhi

Director – Strategic Services, ITSMA India

As the Director – Strategic Services for ITSMA India, Rohit is responsible for ITSMA’s expansion in India including business development, member relations, and event programs. With over 16 years of experience in services  marketing and brand management, Rohit will also actively contribute in identifying and customising consulting and research projects for Indian IT services members.

Before joining ITSMA, Rohit was leading corporate and brand marketing at iGate-Patni (formerly Patni) particularly the brand globalization, influencer & customer relationship marketing and digital strategic roadmap. Prior to Patni, he had 8+ years stint in brand planning, account and media management at IPG, WPP, Omnicom and Hakuhodo group agencies. Rohit also founded 3pointlight – a brand and communication consulting firm.

A physics graduate with a post graduate degree in Marketing Management, he also has management excellence certification from IIM – Ahmedabad. He can be reached at (+91)9820217372.

Monica J. Pepicelli

Director of Marketing and Member Advocacy

Monica leads ITSMA’s marketing activities globally supporting members by promoting ITSMA’s research, events, professional development and consultancy services. She has over twenty years’ of marketing experience working with companies in the consulting, IT services, and technology sectors. She is a true believer in the impact marketing has in helping businesses grow.

Monica’s background includes senior marketing roles at Accenture, Infosys, and EMC where she helped business units and service lines dramatically increase revenue within a short period of time.  Monica specializes in helping bring new services and solutions to market, creating content that focuses on the clients’ business issues, positioning and differentiating companies and their offerings, generating and nurturing leads, enabling sales channels, developing and implementing field marketing programs, marketing to individual accounts, managing references, and building relationships with analysts and influencers. Monica has also implemented vertical marketing programs for many industry segments including Retail/CPG, Health Sciences, Telecommunications, High Tech, Public Sector and horizontal programs for Outsourcing and HR/Workforce Performance Management.

A graduate of VillanovaUniversity, Monica started her career working for advertising and promotion agencies. Her accounts included Nestlé, Fuji Film, Norelco, M&M Mars, and AT&T, among others.

Nicole France

Nicole France

Senior Editor

Though she spent most of her adult life living in London and Paris, Nicole is a California girl at heart. Quietly contemplating the Pacific, she finds, is a nice counterpoint to her professional occupation. Nicole is responsible for managing the editorial calendar of ITSMA member research, producing and editing a variety of content including articles, reports, case studies, presentations, and videos.

After nine years as a Gartner analyst and eight years in various marketing roles at Fujitsu and Equinix, Nicole jumped at the chance put her research skills and first-hand experience to work for ITSMA members. She joined the team in 2014.

Nicole graduated with honors from the University of California, Berkeley with a B.A. in Political Economy of Industrial Societies and completed an accounting and financial analysis program at the London Business School.

Anna Whiting

Senior Research Manager

Anna is a senior research analyst for ITSMA. She is responsible for designing, conducting, managing and delivering custom research projects, and researching and writing membership deliverables.  She has conducted numerous brand awareness studies, benchmarking analyses, buyer wants and needs evaluations, and value proposition testing. Some prominent projects include writing How Customers Choose: Insights into Winning More Business, and subsequent articles on this topic.

Anna has been in market research since 1994. She has expertise in qualitative and quantitative data collection and analyses for a wide range of technology customers.

Prior to ITSMA, Anna was a consultant in Gartner’s Market and Business Strategy Consulting group where she conducted custom research and consulting projects, authored white papers, conducted vertical analyses, and assisted corporations with their partner and alliance programs.

Anna received a BA in political science from Syracuse University and a master’s degree in Pacific International Affairs with a specialization in international management and Latin America from the University of California, San Diego. She is also an avid yoga practitioner.

Dirk Mullenger

Dirk MullengerDirector, Client Engagement

As Director, Client Engagement with ITSMA, Dirk’s responsibilities include Client Relations with ITSMA members, as well as New Member Development for North America. Dirk also oversees Event sales and sponsorships.

Dirk has been with ITSMA since its inception in 1994, where he worked with the founder handling events sales; then managed a team for event sales; he then led membership sales and built the corporate member base to over 100 companies.

Dirk has a Bachelor of Arts degree in English from University of Iowa, where he graduated from the Undergraduate Writers Workshop; he also conducted a year-long studies program at the Sorbonne in Paris, France, and studied music at the Musicians Institute, in Los Angeles, California. Dirk is married and has four children.


ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, India, and Japan. Learn more at


HOME  |  Research & Insights  |  Consulting  |  Training  |  Events  |  Members  |  About Us  |  Site Map
ITSMA North America: 1-888-ITSMA92 (Outside the U.S. +1-781-862-8500)
ITSMA Europe: +44 (0) 7775 765722  | Company No: FC023364  |  Branch No: BR006173  |  VAT No: GB 840 4681 32
Feedback  |  Privacy Policy  |  Email:  |  © 2014 Copyright ITSMA. All Rights Reserved.