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About Us

Formed in 1986, Effective Training Associates (ETA) is headquartered in the heart of Silicon Valley in San Jose, California. ETA is a leading global provider of corporate training programs tailored to master the business skills required for career, managerial and organizational advancement and success. These professional development skills range from business communication to project management. ETA stands apart as experts in training for high tech companies. Since 1989, we have been a preferred provider of public workshops sponsored by the Institute of Electrical and Electronics Engineers (IEEE) in the San Francisco Bay Area.

ETA’s customized courses enable each client to maximize management strength and individual performance to compete and excel in today’s constantly changing global economy. On-site tailored courses offered worldwide are designed to maximize individual performance, management strength and technical knowledge in the following areas:

  • » Engineering Management and Leadership
  • » Project Management Fundamentals and Advanced
  • » Management, Professional and Team Development
  • » Sales Support and Customer Service

ETA also offers more than 60 public courses each year in the Bay Area.

Featured in the June 2014 Issue of Forbes Magazine

Effective Training Associates Founder and President

Sue Smith
After several years teaching at the elementary school level and then as a stay-at- home-mom, Sue Smith developed Effective Training Associates out of her home in 1986. The company quickly grew their stable of instructors and course list, requiring Smith to expand her staff and move the company to a suite of offices on Technology Drive in San Jose, California. Diversity Business has named ETA one of the Top Woman-Owned Businesses in California.

In 1989, the San Francisco Bay Area’s Institute of Electrical and Electronics Engineers (IEEE) enlisted ETA to provide public workshops. Smith is currently an advisory member of the IEEE, Santa Clara Valley’s Components, Packaging and Manufacturing Society (CPMT) and Technology Management Council (TMC), actively promoting the skills and knowledge required to achieve successful engineering leadership and business management.

ETA provides courses globally in several languages and Smith travels internationally to ensure the quality of their instructors and courses.

Sue holds a B.A. from the University of Michigan.



Our subject-matter experts engage, entertain and unleash!

ETA's trainers and consultants are outstanding educators, coaches, authors and keynote speakers who have inspired and developed technical professionals worldwide. Participants leave with a great learning experience about real-world issues and solutions. Meet our instructors


Contact Us

Effective Training Associates, Inc.
1754 Technology Drive Suite 145
San Jose, CA 95110