November 07, 2007 14:18 ET

ITSMA Announces Inaugural Benchmarking Study on Account-Based Marketing

Investment in ABM Continues to Accelerate, Helping Companies to Improve Demand and Profitability Within Their Most Important Accounts

LEXINGTON, MA--(Marketwire - November 7, 2007) - ITSMA, the leading marketing association for technology, communications, and professional services providers, today announced that it is launching a new study to gather critical marketing and sales benchmarks on Account-Based Marketing (ABM) programs.

"ITSMA research has shown that there's a marked uptick in spending on ABM within the technology and professional services sectors," said Dave Munn, president and CEO of ITSMA. "As companies continue to spend more on this relationship-intensive approach, there is an elevated need for guidance around how to maximize the investment. ITSMA's ABM Benchmarking Study will provide the data and recommendations companies need to ensure that their ABM programs are operating at full speed."

ABM is a structured approach to developing and implementing highly customized marketing campaigns for single accounts, prospects, or partnerships. By treating each target as a market of one, companies can broaden and deepen their relationships with key individuals, increase awareness and demand for their services and solutions, and gain superior loyalty and financial results.

"At Xerox, we've experienced the power of Account-Based Marketing first-hand," said Liz Vega, manager of account marketing at Xerox Global Services and a member of ITSMA's Account-Based Marketing Council. "It's exciting to help uncover new opportunities, and, as a result, we continue to strengthen the partnership and value-add that marketing brings to our sales organizations. As a marketing professional, I enjoy taking my knowledge of marketing strategy and tactics and applying it in a highly targeted way through ABM; I then get to see the unique results that we can help generate with our sales teams and for our customers."

ITSMA's Benchmarking Study on Account-Based Marketing will enable marketing and sales organizations to quantify ABM spending and ROI, hone their ABM processes, identify best practices, and compare their company's performance with that of their industry peers as well as "best-in-class" companies. Specifically, the study will answer important questions such as:

--  How much should we spend on ABM programs?
--  What kind of return on investment (ROI) can be expected on ABM account
    campaigns and activities?
--  Are our current systems adequate to manage a program like this?
--  How many staff people do we need to manage a growing ABM program?
--  What skills are critical to success?

ITSMA is currently seeking Account-Based Marketing study sponsors and participants. For more information about the study and how you can get involved, please contact Jeff Sands at +1-781-862-8500, Ext. 111, or To view the study prospectus, please see:


ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA members include business leaders such as Accenture, BT, Cisco, Deloitte, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing(SM), Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at

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