Dave Carmichael is manager, product marketing, at Sterling Commerce. Dave joined the company in October 2006 and is now focused on Sterling Commerce Managed Services and B2B Integration. He has accumulated over 15 years experience within the marketing sector, in the areas of promotion, communications, research, consultancy and, most notably, product marketing. From a traditional marketing background, Dave undertook an MBA in Strategic Marketing in the mid 1990s, which has led to career focused on technology marketing. He moved to London in 1999 to take on the role of internet marketing manager for telecommunications provider Firstsound, developing online services. In 2001 Dave joined Business Systems Group (BSG) to take their then ASP and Hosting solutions to market as product marketing manager, which became Managed Services in 2003. He was promoted to head of marketing at BSG in 2005 before joining Sterling Commerce.