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Itsma

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uuid000ouur

Namestring
Itsma
Legal namestring
ITSMA
Websiteurl
itsma.com
Company typeenum
Private
Founded yearint
2003
Descriptiontext

ITSMA is a B2B services marketing training and certification organization that operates as a wholly-owned unit within Accenture Song. Founded in 2003, the company formalized and promoted Account-Based Marketing (ABM) as a discipline and has held category-defining positioning for over two decades. Its core offerings are virtual blended-learning courses: ABM Fundamentals (8 e-learning modules, expert-led workshops, 360° pre- and post-assessments, credentialing exam; priced at $2,500 per attendee) and an advanced ABM Certification program. The company also runs advisory communities (CMO Advisory Board, Global ABM Council), an annual Marketing Excellence Awards program, and a global alumni network for certified marketers.

Short descriptiontext

ITSMA, operating as part of Accenture Song, provides Account-Based Marketing training and certification (ABM Fundamentals and ABM Certification) for B2B marketers at enterprise organizations, leveraging its proprietary Client Buying Index and 20+ years of ABM thought leadership.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersLexington, United States
HQ citystring
Lexington
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
account-based marketing training, B2B marketing certification, professional marketing education, ABM methodology training, marketing capability building
Industry3 codes
1B2B / Account-Based Marketing (ABM) Strategy Consulting
CodeMPAAAFAMPrimaryYes
2Sales Operations, Process & CRM (Pipeline/Forecasting)
CodeEDABABAJPrimaryNo
3Account-Based Marketing (ABM) Services
CodeBPAFAKAGPrimaryNo
NAICS code3 codes
  • Professional and Management Development Training611430
  • Educational Support Services611710
  • Advertising Agencies541810
SIC code2 codes
  • Services-Educational Services8200
  • Services-Engineering, Accounting, Research, Management8700
Product category
Marketing Training and Certification
Social media profiles2 records
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Training and Certification Services
TypeOne Time License
Description

ITSMA generates revenue through paid training programs including ABM Fundamentals and ABM Certification courses. The company offers structured e-learning with expert workshops, mentoring, and industry-recognized credentials. Revenue is generated on a per-course, per-attendee basis with pricing at $2,500 for ABM Fundamentals. The company also offers membership programs with discounts for corporate members.

itsma.com
Marketing channels5 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels3 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components4 values
Personnel, Technology or R&D, Marketing or Sales, Operations
Pricing details2 tiers
1ABM Fundamentals Course - Foundation level ABM training
ModelOne time/ perpetual licenseBilling cadencePay-as-you-go
Notes

$2,500.00 per attendee. Includes 8 e-learning modules, 360° pre- and post-assessment, group reflections with ABM experts, credentialing exam, and expert-facilitated workshop. Total time investment: 11 hours.

itsma.com
2ABM Certification - Advanced mastery-level program
ModelOne time/ perpetual licenseBilling cadencePay-as-you-go
Notes

Advanced certification program equipping teams with methodology and skills to drive impact across strategic accounts. Part of end-to-end enablement integrating ABM with sales strategies and AI-powered tools.

itsma.com
GTM typeB2B
B2B
Offering typeServices
Services
Core offering1 text field

ITSMA provides account-based marketing (ABM) training and certification programs for B2B marketers worldwide, including foundational (ABM Fundamentals) and advanced (ABM Certification) virtual e-learning courses combined with expert-led workshops, mentoring, and credentialing exams. The offerings are enhanced by proprietary Client Buying Index (CBX) research data, an exclusive alumni community, and integration with AI-powered sales enablement tools.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 3 values shown
  • 600+ ABM programs delivered for leading organizations globally
+2 more records
Product overview1 text field

ITSMA offers a portfolio of account-based marketing training and certification programs. The core offerings include ABM Fundamentals (foundational training) and ABM Certification (advanced certification), both delivered as virtual e-learning courses with expert-led workshops, credentialing exams, and ongoing alumni support. Programs integrate AI-powered tools with sales strategies and provide access to proprietary intelligence through the Client Buying Index (CBX). The company also offers advisory services through its CMO Advisory Board and Global ABM Council.

Product and service2 records
1ABM Fundamentals
CategoryTraining Course
Description

A virtual e-learning course providing foundational training in customer-centric ABM strategy. Includes 8 e-learning modules, 360° pre- and post-assessment, group reflections with ABM experts, credentialing exam, and expert-facilitated workshop. Total time investment: 11 hours. Priced at $2,500 per attendee. Designed for B2B marketers new to ABM or seeking to kick-start dormant programs.

2ABM Certification
CategoryCertification Program
Description

An advanced virtual certification program that equips participants with mastery of ABM practices, providing methodology and skills needed to drive impact across strategic accounts. Part of end-to-end enablement integrating ABM with sales strategies and AI-powered tools.

Scale indicator5 records

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Accenture Song
Strategic tierCoreTypeStrategic or Co-development Partner
Description

ITSMA is part of Accenture Song, a global technology consultancy. This partnership provides ITSMA with global distribution reach, brand credibility, and access to Accenture's enterprise client base. The relationship enables ITSMA to deliver ABM excellence to world-leading organizations worldwide while benefiting from Accenture's marketing infrastructure and resources.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight5 records

Each record includes

Type, Description

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Competitive moat5 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers6 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment3 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI capability1 record

Each record includes

Type, Description, Source

AI maturity
App detail

Has app

Feature4 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Itsma

Marketing Training and Certificationitsma.com

ITSMA, operating as part of Accenture Song, provides Account-Based Marketing training and certification (ABM Fundamentals and ABM Certification) for B2B marketers at enterprise organizations, leveraging its proprietary Client Buying Index and 20+ years of ABM thought leadership.

What Itsma does

ITSMA is a B2B services marketing training and certification organization that operates as a wholly-owned unit within Accenture Song. Founded in 2003, the company formalized and promoted Account-Based Marketing (ABM) as a discipline and has held category-defining positioning for over two decades. Its core offerings are virtual blended-learning courses: ABM Fundamentals (8 e-learning modules, expert-led workshops, 360° pre- and post-assessments, credentialing exam; priced at $2,500 per attendee) and an advanced ABM Certification program. The company also runs advisory communities (CMO Advisory Board, Global ABM Council), an annual Marketing Excellence Awards program, and a global alumni network for certified marketers.

Itsma firmographics

Firmographics
Name
Itsma
Legal name
ITSMA
Website
https://itsma.com
Company type
Private
Founded year
2003
Operating status
Operating
Headcount range
11–50 employees
Short description
ITSMA, operating as part of Accenture Song, provides Account-Based Marketing training and certification (ABM Fundamentals and ABM Certification) for B2B marketers at enterprise organizations, leveraging its proprietary Client Buying Index and 20+ years of ABM thought leadership.
Ownership category
akta.pro rank

Itsma industry classification

Industry
Product category
Marketing Training and Certification
NAICS
Professional and Management Development Training (611430), Educational Support Services (611710), Advertising Agencies (541810)
SIC
Services-Educational Services (8200), Services-Engineering, Accounting, Research, Management (8700)
akta.pro primary industry
B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)
akta.pro secondary industries
Sales Operations, Process & CRM (Pipeline/Forecasting) (EDABABAJ), Account-Based Marketing (ABM) Services (BPAFAKAG)

Keywords

  • Account-based marketing training
  • B2B marketing certification
  • Professional marketing education
  • ABM methodology training
  • Marketing capability building

Where Itsma is headquartered

Location

Headquarters

HQ city
Lexington
HQ country
United States
HQ region
North America

Markets served

Itsma business model

Business model
GTM type
B2B
Offering type
Services
Cost components
Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

  1. Training and Certification Services: ITSMA generates revenue through paid training programs including ABM Fundamentals and ABM Certification courses. The company offers structured e-learning with expert workshops, mentoring, and industry-recognized credentials. Revenue is generated on a per-course, per-attendee basis with pricing at $2,500 for ABM Fundamentals. The company also offers membership programs with discounts for corporate members.

Pricing tiers

ModelBillingPrice
One time/ perpetual licensePay-as-you-goABM Fundamentals Course - Foundation level ABM training
One time/ perpetual licensePay-as-you-goABM Certification - Advanced mastery-level program

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Itsma product offering

Product offering

Core offering

ITSMA provides account-based marketing (ABM) training and certification programs for B2B marketers worldwide, including foundational (ABM Fundamentals) and advanced (ABM Certification) virtual e-learning courses combined with expert-led workshops, mentoring, and credentialing exams. The offerings are enhanced by proprietary Client Buying Index (CBX) research data, an exclusive alumni community, and integration with AI-powered sales enablement tools.

Product overview

ITSMA offers a portfolio of account-based marketing training and certification programs. The core offerings include ABM Fundamentals (foundational training) and ABM Certification (advanced certification), both delivered as virtual e-learning courses with expert-led workshops, credentialing exams, and ongoing alumni support. Programs integrate AI-powered tools with sales strategies and provide access to proprietary intelligence through the Client Buying Index (CBX). The company also offers advisory services through its CMO Advisory Board and Global ABM Council.

Differentiator

Problem solved

Functional benefit

Products and services

  • ABM Fundamentals A virtual e-learning course providing foundational training in customer-centric ABM strategy. Includes 8 e-learning modules, 360° pre- and post-assessment, group reflections with ABM experts, credentialing exam, and expert-facilitated workshop. Total time investment: 11 hours. Priced at $2,500 per attendee. Designed for B2B marketers new to ABM or seeking to kick-start dormant programs.
  • ABM Certification An advanced virtual certification program that equips participants with mastery of ABM practices, providing methodology and skills needed to drive impact across strategic accounts. Part of end-to-end enablement integrating ABM with sales strategies and AI-powered tools.

Quantifiable outcome

  • 600+ ABM programs delivered for leading organizations globally
  • +2 more outcomes

Companies that use Itsma

Customer profile

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Itsma technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Itsma partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

  • Accenture SongcoreStrategic or Co-development PartnerITSMA is part of Accenture Song, a global technology consultancy. This partnership provides ITSMA with global distribution reach, brand credibility, and access to Accenture's enterprise client base. The relationship enables ITSMA to deliver ABM excellence to world-leading organizations worldwide while benefiting from Accenture's marketing infrastructure and resources.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Itsma competitors and assessment

Company assessment

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Itsma social profiles

Digital presence

Itsma financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Itsma leadership team

Management profile

Number of profiles

Itsma funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Itsma M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Itsma

What does Itsma do?

ITSMA provides account-based marketing (ABM) training and certification programs for B2B marketers worldwide, including foundational (ABM Fundamentals) and advanced (ABM Certification) virtual e-learning courses combined with expert-led workshops, mentoring, and credentialing exams. The offerings are enhanced by proprietary Client Buying Index (CBX) research data, an exclusive alumni community, and integration with AI-powered sales enablement tools.

Is Itsma a public or private company?

Itsma is a private company. It is classified as corporate owned and is currently operating.

When was Itsma founded?

Itsma was founded in 2003. It employs 11 to 50 people.

Where is Itsma based?

Itsma is headquartered in Lexington, United States, in the North America region.

How does Itsma make money?

One revenue line is on record: training and Certification Services.

Does Itsma have an API?

No public API is recorded for Itsma.

What industry is Itsma in?

Itsma's product category is Marketing Training and Certification. Its primary akta.pro industry code is MPAAAFAM, B2B / Account-Based Marketing (ABM) Strategy Consulting, with a secondary code of EDABABAJ, Sales Operations, Process & CRM (Pipeline/Forecasting). Its NAICS code is 611430 and its SIC code is 8200.

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Live signals
PR NewswireThoughtworks Wins 2025 ITSMA Customer Insights Program of the Year Award for Innovative, AI-Enabled Marketing ProgramThoughtworks, a global technology consultancy, has been named Customer Insights Program of the Year in the 2025 ITSMA Global Marketing Excellence Awards for its AI-powered transformation of client intelligence services. The winning program, which has become a multimillion-dollar commercial driver, slashed intelligence delivery turnaround time by 50% while enabling researchers to spend over 80% of their time on high-value strategic analysis. The initiative was built on the Thoughtworks Google ecosystem using Gemini LLM and other AI-powered market intelligence platforms.Keep UpgradingABM Best Practice GuideThe article provides a comprehensive guide on Account-Based Marketing (ABM), defining it as a strategy that aligns sales and marketing to target high-value accounts with personalized campaigns. It outlines the evolution from traditional ABM to Account-Based Experience (ABX) and details key features for selecting ABM platforms, such as intent data and CRM integration. The text references industry studies by ITSMA and Salesforce to highlight budget allocation trends and the importance of customer experience in B2B contexts.Ricoh USARicoh North America Announced as Finalist for the 2022 ITSMA Marketing Excellence AwardsITSMA has announced Ricoh North America as a finalist in its 25th Annual Marketing Excellence Awards, specifically in the 'Advancing Marketing's Digital Transformation' category. Winners will be selected by an international panel of marketing executives and experts and announced at an awards ceremony on October 25th, 2022, during ITSMA's Marketing Vision conference in Cambridge, MA. Ricoh North America's Chief Marketing Officer credited the recognition to the company's efforts to modernize marketing into a strategic function.PR NewswireITSMA, a Momentum company, Announces 2022 Marketing Excellence Awards FinalistsITSMA, a Momentum company, announced the finalists for its 25th Annual Marketing Excellence Awards on August 24, 2022. The awards recognize B2B marketing initiatives across categories such as digital transformation and account-based marketing, with winners to be revealed at the Marketing Vision Conference in Cambridge, MA.PR NewswireMomentum, ITSMA celebrate milestone wins and record success one year since acquisitionMomentum, a global growth consultancy, acquired Boston-based research and advisory firm ITSMA on July 1, 2021, and the companies are now celebrating one year of record success, expanded service offerings, and client growth. Over the past 12 months, the combined group has launched the Growth Hub community platform for B2B marketers, grown membership to nearly 100 organizations including Ricoh, Google, and Salesforce, and integrated its research and training divisions. The company has also been awarded Flexa Top 100 status and is investing in digitizing its learning pathways and expanding certification content for the future.O'Dwyer's PR NewsNews of Firms: Momentum Acquires ITSMAMomentum, an account-based marketing firm, has acquired ITSMA, a provider of thought leadership services for B2B companies, while retaining ITSMA's existing leadership team. The acquisition aims to combine resources to offer clients expanded growth advisory capabilities and deeper insights into effective marketing strategies. Additionally, the article notes Hotwire's Ignite Possibility Program supporting minority-led tech organizations and Crosby Marketing Communications joining the Diversity Action Alliance.MarTech SeriesAccount-Based Marketing Pioneers Join Forces: Momentum Has Acquired Boston-Based Research, Advisory, And Training Firm ITSMA To Offer Unmatched Depth Of Expertise In Accelerating Growth And Adoption OMomentum has acquired Boston-based research and advisory firm ITSMA to combine their account-based marketing expertise and create a comprehensive growth consultancy. The acquisition integrates Momentum’s consulting capabilities with ITSMA’s research, training, and membership community to enhance strategic go-to-market support for clients. This move follows Momentum's strong financial performance and recent investment from Rockpool Investments.PR NewswireAccount-based marketing pioneers join forces: Momentum has acquired Boston-based research, advisory, and training firm ITSMA to offer unmatched depth of expertise in accelerating growth and adoption oMomentum has acquired Boston-based research and advisory firm ITSMA to combine their account-based marketing expertise into a unified growth consultancy. The deal integrates Momentum's consulting capabilities with ITSMA's research, training, and membership community to enhance strategic go-to-market support for clients.PR NewswireThe ABM Leadership Alliance and ITSMA Release 2020 ABM Research StudyABM Leadership Alliance and ITSMA released their fourth annual ABM benchmark study, 'Rethinking ABM for the Next Opportunity,' based on survey data from over 400 marketers at B2B technology and business services companies along with 24 in-depth practitioner interviews. The report found that despite 56% of respondents experiencing ABM budget changes in 2020, organizations saw measurable improvements in relationships (71%), revenue (55%), and reputation (34%), with 76% reporting higher ROI from ABM compared to other marketing approaches. Looking ahead, 27% of respondents' 2021 marketing budgets are earmarked for ABM, and 48% plan to adopt a blended approach using at least two ABM styles.PR NewswireUnisys Client Success Program Earns Recognition for Marketing ExcellenceUnisys Corporation announced that its Client Success Program has been recognized as a Gold Winner by ITSMA in the Marketing Excellence Awards 2019, marking the second time in three years the company has received this honor. The award specifically recognized Unisys in the "Strengthening Marketing's Role in Customer Experience and Success" category for a program designed to develop client advocates through success stories and videos. Since its establishment in early 2017, the program has produced 25 client success videos and nearly 150 success stories posted on the company's website.