ABM North America ABM Certification Program

Our Next Program Kicks Off July 16 & 17, 2013 at Babson College, Wellesley, MA
(Our European Program Kicks Off September 18 & 19, 2013 in London)

Download a datasheet of this program

Overview

ABM Certified Account Based Marketing℠ (ABM) is a structured approach to developing and implementing highly customized sales and marketing campaigns for single accounts, prospects, or partnerships. By treating each client as a market of one, ITSMA helps companies broaden and deepen their relationships with individuals at key accounts as well as increase awareness and demand for their services and solutions. This ultimately leads to more sales and greater revenue generation.

ITSMA has been working with companies to implement ABM strategies for more than a decade. We have developed a robust and flexible methodology, we have created industry best practices, and we have a solid track record of success.

We have developed a three-month comprehensive Account Based Marketing Certificate Program that we have been conducting for individual members.

I really enjoyed the program and will apply many of the learnings. I think your approach provides marketing with various “entry points” to begin having a more strategic conversation with the account teams —a recent program graduate

We are now offering a public version of the program to help you bring key account marketing into your organization more effectively. ITSMA’s ABM Certification Program kicks off with a two-day workshop and is followed by three months of mentoring and coaching on the actual implementation of the ABM methodology on one key account you and your sales management will select during the program.

Who Should Participate

ITSMA’s ABM Certification Program is designed for senior-level and experienced marketing professionals who are ready to bring their marketing to the next level. We will be evaluating applicants to ensure that all participants meet the minimum requirements.

Why You Should Participate

This course will help you stay at the top of your game by offering new and innovative thinking about targeted marketing.

Specifically, the Program helps you learn how to:

Target your audience
Develop relevant marketing messages and campaigns that resonate with clients
Show clients the value you can bring specifically to help them address key business/financial and IT issues
Create and sustain deep and long-term relationships with executives in key accounts
Build client loyalty and intimacy
Enhance the value of marketing to sales and the business

During the Program, you will hear real-world case studies, actively participate in marketing scenarios, and have the opportunity to network with marketers who are facing the same challenges as you.

I will be able to immediately implement the tools and strategies that I learned from this program not just for account-based marketing but in developing other business programs and marketing campaigns. —a recent program graduate

To apply for the Program please complete this form.

Kickoff Dates and Location

The program will run from July – September 2013, with an in-person kickoff July 16 and 17, 2013 and graduation in September 2013.*

Agenda:

July 16, 2013
8:00 am	Case Study: Westford Consulting What is ABM and why is it different? DISTRIBUTE UTC-PAS PROFILE AND ALLOW TIME TO READ Account and Market Analysis: Discuss the implications of the research and the impact on UTC-PAS
12:15 pm	Lunch Break
1:15 pm	Apply what we’ve learned by brainstorming critical business imperatives and their impact on UTC-PAS Analysis of UTC-PAS’s reaction to these imperatives: Key Initiatives Develop the Plays that can determine the best ways in which you can help UTC-PAS achieve Identify key buyers and influencers who need to become aware of your unique capabilities
5:00 pm	Day 1 Ends
6:00 pm	Working Dinner

July 17, 2013
8:00 am	Role Playing Interviews Understand value to be delivered: identifying key benefits Establish the areas that provide unique Value-Differentiators Create targeted value propositions for each Play
12:00 pm	Lunch
1:00 pm	Create highly targeted marketing campaigns to be fully integrated into client account plans Action Learning Review Summary, Next Steps, & Wrap up
3:00 pm	Workshop Concludes

Location: Babson Executive Conference Center

Graduation: September 2013. Date and location TBD. Each participant will have about thirty minutes to present their plan and significant learnings.

*As an alternative to the three-month full certification program, ITSMA offers a three-session/three-week Webinar ABM Training program that provides an in-depth overview of the ITSMA ABM Methodology with practice exercises for each of the main activities involved in ABM. If you are interested in this Webinar program for you and others in your company, contact Jeff Sands at jsands@itsma.com.

Program Details

In addition to the kickoff, the Certification Program includes:

Weekly mentoring by an ITSMA advisor assigned to the participant to guide them through the process.
Four “deliverables” during the three month program, which are submitted to the advisor for review and comment.
Weekly calls between the advisor and the participant.
Three webcasts that delve into certain aspects of ABM:
- Understanding the implication of the company’s finances on their business strategy
- Applying the principles of ABM to Up-Selling and Cross-Selling in the account
- Applying the principles of ABM to large, strategic, long-term opportunities (may be from an RFP/RFI)
A final deliverable comprised of a complete ABM Campaign Plan that is submitted to the advisor for review, comments, and an assessment of whether the plan ready to be implemented.

Pricing, Accommodation, and General Information

Dates:	The program will run from July – September 2013, with an in-person kickoff July 16 and 17, 2013. Graduation date and location to be determined later.
Program Pricing:	$5,000 for ITSMA members $5,750 for Non-members (preferred payment method is credit card)
	The Program fee includes continental breakfasts, lunches, a working dinner, refreshments, and course materials.
	To register for the Program, please complete this inquiry form
Event Location:	Babson Executive Conference Center One Woodland Hill Drive Babson Park (Wellesley), MA 02457 Phone: 781-239-5800 www.babsonecc.com
Accommodations:	Unless otherwise notified, a guest room has been reserved for you by ITSMA at the Center for the nights of July 15 and 16. Check in time is 4:00 p.m. and check out time is 12:30 p.m.
Room rates:	Rate per night to be charged to your credit card: July 15: $240, includes dinner that evening; July 16: $190 Breakfast is included both days.
Transportation:	Participants can arrange pickup from Logan Airport via Wellesley Carriage at 508-653-5027. Taxi/Limo service can be arranged at the Front Desk during your stay.
Parking:	Complimentary Parking is available at the Center.
Expenses:	The Program fee includes continental breakfasts, lunches, refreshments, a working dinner, and course materials. Additional costs, phone costs, travel, and transportation are the responsibility of the participant.
Special Requests:	If there is anything we can do to make your participation in this program easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at cjefferson@itsma.com or +1-781-862-8500, Ext. 121.
International Travelers:	Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization, and by March 2010, the old I-94 entry form is expected to be a thing of the past. Here’s what you need to know. U.S. Electronic System for Travel Authorization (ESTA) information: https://esta.us/.

Webinar ABM Training program

As an alternative to the three-month full certification program, ITSMA offers a three-session/three-week Webinar ABM Training program that provides an in-depth overview of the ITSMA ABM Methodology with practice exercises for each of the main activities involved in ABM. If you are interested in this Webinar program for you and others in your company, contact Jeff Sands at jsands@itsma.com.

Cancellation and Refund Policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to jsands@itsma.com and will be assessed on a case-by-case basis.

Full refund or future program credit given 30+ days prior to the program
$250 cancellation fee 15-29 days prior to the program
Substitutions for this program must be approved by ITSMA prior to the start of the program

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 www.itsma.com.