The agreement establishes a world-class growth consulting offering, combining a decade of Momentum's experience expanding market share for major organisations with 25 years of ITSMA's role as a source of thought leadership, community, and hands-on knowledge for B2B marketing experts.
Clients will be able to handle their most strategic go-to-market concerns and tap into a unique set of competencies as a result of the merger of both firms:
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Unrivaled ABM expertise, encompassing organisational and programme design, training and accreditation, and implementation
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Expertise in depth, buyer insights, frameworks, and best practise research
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Collaboration among industry leaders for increased innovation, learning, and review
"To put it simply, this transaction is all about providing our combined clients with greater insight, innovative thinking, and enhanced hands-on support into what works, what doesn't, and what clients should be thinking about next," Alisha Lyndon, Momentum's founder and CEO, noted.
"By incorporating ITSMA's professional team, research, and membership community into Momentum's category-leading ABM consulting, creative, and implementation capabilities, customers will get access to a dynamic new set of options to win, retain, and develop their most precious customer relationships."
ITSMA President Dave Munn stated: "This is a watershed moment not only for ITSMA, but also for the larger B2B sales and marketing community, as we strive to assist more businesses in navigating the next stage of marketing and sales transformation. For ITSMA members, we will provide a significantly increased staff of growth advisers as well as a more comprehensive suite of account-based analytics, advising, and implementation services all in one place. Furthermore, by spending more in our membership programme and accrediting Momentum's 60+ consultants, analysts, and creatives, we will significantly boost the value we can offer to the broader marketing community."
Munn will continue to manage ITSMA's membership community and research, and the senior team at ITSMA will stay in place.
Lyndon also stated: "Over the last decade, we've assisted clients in driving $90 billion in revenue growth and enabling hundreds of sales and marketing teams to accelerate growth. Momentum will deepen its expertise and strengthen its proprietary processes as a result of this acquisition, including continued investment in The Momentum Customer Buying Index®, ITSMA's How Executive Engage research, and the broad set of proven methodologies that both firms have used to ensure strong return on investment for our clients."
Momentum has delivered its strongest set of financial results in its history, received investment from London-based private equity firm Rockpool Investments, and received Best CompaniesTM accreditation for its level of worker engagement.