The Information Technology Services Marketing Association is a membership group for people who market technology services. It publishes research and benchmarks on how those firms find and keep clients. It is a professional association, not a standards body for the technology itself.
A practice the association helped spread is Account-Based Marketing (ABM). The association studies and teaches the practice. A member firm decides whether to run it, and against which accounts.
What Members Come For
- Research. Studies of how technology-service firms win work.
- Benchmarks. Figures a member can compare with its own pipeline.
- Peers. A room of marketers with the same kind of offer.
The Association and a Member Firm
| Compared | The Association | A Member Firm |
| Publishes the research | Yes | Reads it |
| Runs a campaign | No | Yes |
| Chooses the accounts | No | Yes |
