Today’s services marketing organizations are establishing themselves as major contributors to the success of the information technology (IT) industry. Future IT growth will depend heavily on customer relationships, and services marketing organizations will play a key role in forging these lasting relationships. How then, should services marketing groups prepare for the long-term demands in the IT industry? How will successful services marketing organizations impact and sustain success as the industry evolves? These questions were addressed at the ITSMA Annual Conference MarketingServices/98. Throughout the three days of meetings in San Francisco in October, the leaders of the IT services marketing industry listened to and engaged each other in an effort to answer these questions. This UPDATE highlights the major themes raised at the conference.