October 29, 2007 09:00 ET

Services Marketers: Learn How to Improve Your Company's Bottom-Line Results at ITSMA's 14th Annual Marketing Conference

Conference Speakers Include Chip Heath, Author of "Made to Stick," and Marketing Executives From HP, IBM, Infosys, Microsoft, Northrop Grumman, SAP, and More

LEXINGTON, MA--(Marketwire - October 29, 2007) - ITSMA, the leading marketing association for technology, communications, and professional services providers, today announced that Chip Heath, co-author of bestselling business book "Made to Stick," will deliver the keynote speech at its 14th Annual Marketing Conference. Taking place this year on November 14 and 15 at The Charles Hotel in Cambridge, MA, ITSMA's Conference will also feature speakers from AMR Research, Avaya, Hewlett-Packard, IBM, Infosys, ITSMA, Microsoft, Northrop Grumman, SAP, W2 Group, WOMMA, Xerox, and more.

Chip Heath, a professor of Organizational Behavior at the Stanford Graduate School of Business, will examine the "naturally sticky" ideas that spread without external help in the form of marketing dollars or PR assistance. He'll also help you create messages that will break through the clutter and stick in the minds of your customers, prospects, and other key constituents.

"Making your marketing stick with customers, prospects, and influencers is a key factor in improving bottom-line business results," said Dave Munn, president and CEO of ITSMA. "We're pleased that Chip will be joining us and helping conference attendees make their messages stand out from the crowd."

In addition to Heath's keynote, the conference will feature presentations and breakout sessions on the following topics:

--  Account-Based Marketing
--  Brand transformation
--  Building the solutions business
--  Creating sustainable word-of-mouth marketing
--  Deepening customer relationships
--  Demand generation
--  Digital marketing
--  Future of enterprise software
--  Measuring marketing's effectiveness
--  Sales and marketing collaboration

Speakers include:

--  AMR Research, Bruce Richardson, Chief Research Officer
--  Avaya, Shawn Jean, Senior Manager, Marketing
--  Hewlett-Packard, Lynn Anderson, Vice President, Influencer Relations
--  IBM Global Business Services, Robert Painter, Vice President,
--  Infosys, Srini Uppaluri, Head of Global Corporate Marketing
--  ITSMA, Julie Schwartz, Senior Vice President, Thought Leadership
--  Northrop Grumman, Steve Perkins, Sector Vice President, Washington
--  Microsoft, Mary Shevlin, Senior Director, WW Roles and Readiness,
    Enterprise Services
--  SAP, Malin Lidén, Global Services Sales Enablement Lead
--  W2 Group, Larry Weber, Chairman
--  Xerox, Liz Vega, Manager, Account Marketing
--  Zocalo Group, Paul Rand, President and CEO

ITSMA's Conference will also feature breakout sessions with the winners of the 2007 Marketing Excellence Awards, as well as a special dinner on Wednesday, November 14, to honor excellence in marketing innovation, execution, and business results.

For more information and to register online, please visit:


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. ITMSA 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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