ITSMA Account Based Marketing Certification Program

Program kickoff dates: December 11–12, 2014
Location: The Charles Hotel, Cambridge, Massachusetts


ABM CertifiedAccount 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, you can broaden and deepen your relationships with individuals at key accounts as well as increase awareness and demand for your services and solutions. This ultimately leads to more strategic 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 comprehensive Account Based Marketing Certificate Program that we have conducted both public and private programs. To-date we have conducted three very successful programs both in North America and Europe.

Quotemark leftQuotemark rightIt was definitely a team effort and we are pleased to be certified ITSMA ABM marketing professionals. This was a good learning experience and growth exercise for us and it’s always good to have some new skills and tools to use. —Two recent program graduates from BMC

If you are interested in participating in our next North America program, please use the link below to apply. We look forward to working with you and your companies in the successful planning and implementation of your ABM program.

Apply Today

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:

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.

After the two-day in-person workshop, for the following three-to-four months you will be applying the learned principles to one of your current clients. During this time there will be:

The final product is a complete ABM Campaign Plan ready to be implemented with sales.

Quotemark leftQuotemark rightI 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

Program Facilitator

Jeff Sands
Vice President & ABM Practice Lead, ITSMA

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.

Kickoff Workshop Agenda

Day One

Program: 8:00 am–5:00 pm

Section 1: Understanding the Client’s Markets and Their Drivers

Section 2: Creating Business Imperatives for the Client

Section 3: Relationship Mapping

Section 4: Creating Plays

Reception: 5:00–6:00 pm

Working Dinner: 6:00 pm

Day Two

Program: 8:00 am–3:30 pm

Section 5: Developing Value Propositions

Section 6: Creating the ABM Campaign Plan

Section 7: Defining Success for Our Campaigns

Section 8: Integrating the ABM Plan into the Account Plan

To apply for the Program please complete this form.

PDF Download a datasheet of this program.

Pricing, Accommodation, and General Information

Dates: December 11–12, 2014
Program Pricing: $5,250 | £3,165* | €3,840* for members of ITSMA
$6,050 | £3,645* | €4,425* for non-members
*Actual price determined by current conversion rate upon registration
The program fee includes continental breakfasts, lunches, a working dinner, refreshments, and course materials.
To register for the program attendees need to complete this inquiry form
Event Location: The Charles Hotel
One Bennett Street
Cambridge, MA 02138
Expenses: The program fee includes continental breakfasts, lunches, refreshments, a working dinner, and course materials. Additional costs such as overnight accommodation, phone costs, travel, and transportation are the responsibility of the participant.
Reservations: $235.75, Single or Double
Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s ABM Certification Program. Rate is available until November 19, 2014.
Phone: +1-617-864-1200
Toll free: 800-882-1818

Webinar ABM Training Program

As an alternative to the 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 us at


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


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