Additional SQL Server features and topics not covered by specific categories
The memory configuration you do with sp_configure 'max server memory' applies only to the Database Engine. In this context, Analysis Services, Reporting Services and Integration Services are different programs just as Explorer, Word or whatever you would be running on the machine.
If you are running SSIS, SSAS and/or SSRS on the same machine, you need to account for that when you set max server memory-