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The contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved. growth team membership™ Industry Solutions Labs— Showcasing Innovation A three-page excerpt from our 19-page Best Practice Guidebook: ®

Industry Solutions Labs - Showcasing Innovation

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Page 1: Industry Solutions Labs - Showcasing Innovation

The contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.

growth team m e m b e r s h i p™

Industry Solutions Labs—Showcasing Innovation

A three-page excerpt from our 19-page Best Practice Guidebook:

®

Page 2: Industry Solutions Labs - Showcasing Innovation

The contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.

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guidebook summary

Firm: IBM

Industry: Information Technology: Computer Products and Services

Headquarters: Armonk, New York, USA

Geographic Footprint : Global

Ownership: Public

Revenue (2010): $99.87 billion USD ®

Industry Solutions Labs—Showcasing Innovation

Best Practice Guidebook

* Within IBM, Research and Development are two separate functions. The Industry Solutions Lab program focuses on IBM Research (i.e., the ~3,000 people in research labs who focus on innovation, which Development then translates into products and services).

Problem: IBM wants to better capitalize on its investment in Research and Development* to enhance relationships with clients and business partners and, ultimately, increase revenue.

Solution: IBM establishes the Industry Solutions Labs (ISLs), executive briefing centers co-located with its research labs, to bring together clients, business partners, and IBM industry experts and researchers to explore how leading-edge technologies can solve pressing business challenges.

Business Results:The ISLs receive approximately 1,200+ visits annually and significantly improve clients’ understanding of IBM’s capabilities. These visits also link directly to an increase in business opportunities and partnerships.

Resources Required: Staffing: One dedicated manager, two administrative staff and two IT •support staff; one ISL Consultant per industry/segment covered, and one Content Manager for every one to two research/solution areasDedicated floor space for exhibits and conference rooms•Initial investment of $300–$500 USD per square foot of floor space•

Applicability of Best Practice to Executive Functions:

Function Applicability

R&D/Innovation

Sales Management

Marketing

Page 3: Industry Solutions Labs - Showcasing Innovation

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The contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.

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Source: IBM; Growth Team Membership™ research.

IBM’s Industry Solutions Labs (ISLs) bridge the gap between early-stage innovation and C-level client needs

Industry Solutions Labs Components

Infrastructure Content Client Experience

Identifying Content

Tailoring the Client

Visit

Objective: Use formal and informal internal networks to pinpoint up-and-coming technologies/solutions that:

Showcase IBM Research’s work•Provide creative solutions to •clients’ needs

Designing Exhibits

Gathering Client

Feedback

Objective: Work with a design firm to transform technologies/solutions into exhibits that accurately represent the innovation through detailed:

client messaging•scripting•presentation training•

Managing Content

Objective: Use databases to monitor, track, and maintain knowledge on:

content•protocol•training materials•other available resources•

Objective: Expose clients to leading-edge solutions that will address pressing challenges. The typical client is a group of C-Level executives, and the visit usually entails a one- to two-day experience focused on:

workshops•subject matter presentations•technology and solution •demonstrations

Objective: Collect feedback on client visits to prove ISL efficacy and support Sales and IBM Research activities. The ISL Team collects client visit feedback through:

client nomination and feedback •formspost-visit summaries from the ISL •staff who supported the visit120-day follow-up process with Sales•

Funding

The ISL is a joint venture between Sales and IBM Research. The infrastructure and operating budget is funded by Sales. IBM Research provides the innovations and subject matter experts.

Staff

ISL Fulltime StaffContent Managers•ISL Consultants•ISL Manager•Administrative and •IT Support Staff

Project-Based IBM StaffIBM Research Project •TeamsResearch Relationship •Manager Industry Marketing and •Corporate Branding

Project-Based External Staff

Design Firm•

exhibits

Exhibits are models and interactive displays that illustrate the capabilities of a solution or technology and can include any or all of the following: props such as miniaturizations of the technology, live systems (networked systems), or simulated systems (resemble live systems but are not operational). The Hawthorne ISL showcases 250 prototypes and industry solutions.

industry solutions labs

The ISLs are executive briefing centers, co-located with IBM Research labs, which display technology prototypes and industry solutions to clients, thereby encouraging solution-focused conversations on innovation. Each of the four ISLs contains a dedicated exhibit floor and conference rooms. This guidebook profiles the first ISL at IBM’s Hawthorne, New York facility, which has 26,100 total sq footage including 7,984 square foot of exhibit floor and five conference rooms.

Page 4: Industry Solutions Labs - Showcasing Innovation

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The contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.

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Source: IBM; Growth Team Membership™ research.

key takeaway: Establish responsibilities and articulate benefits early to guide Sales and Research collaborationSince the ISLs are a joint venture between IBM Research and Sales, IBM establishes the responsibilities and benefits for both

ISL Collaborative Framework

benefits to clients and partners*

The ISLs strengthen IBM’s relationship with clients and partners by: Providing early insights into emerging technologies, thereby enabling clients and partners to prepare for eventual technology adoption •Creating an environment for collaborative problem-solving •

* Partners can include but are not limited to suppliers, service providers, independent software vendors, collaborative innovation partners, distributors and shareholders.

Responsibilities: Provide budget, facilities, and staff•

Identify and engage appropriate •clients for ISL visits

Responsibilities: Provide innovative technologies, •solutions, and subject matter experts to support visits

Benefits: Demonstrates IBM’s •expertise

Increases awareness of •IBM’s capabilities and brand

Sales is kept abreast of new content and results through quarterly reports. Sales IBM ResearchBoth

Infrastructure

Benefits:Drives revenue by identifying and/•or addressing unmet client needs

Accelerates the sales cycle by •strengthening relationships with C-Level clients via a customized client experience

Provides a unique and immersive •brand experience that differentiates IBM’s innovation portfolio

Benefits:Showcases leading-edge •technologies to C-Level clients and IBM sales staff

Generates immediate “Voice •of the Customer” feedback on application and viability of emerging technologies

Provides insights into pressing •business challenges facing C-Level executives and industries

Page 5: Industry Solutions Labs - Showcasing Innovation

The contents of these pages are copyright © 2011 Frost & Sullivan. All rights reserved.

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