© 2011 IBM Corporation
Welcome to the Spring 2011 IBM Business Partner Induction Day
Ian JeffsUK & Ireland Business Partner Marketing16/03/2011
© 2011 IBM Corporation2
Purpose of Today
Give you an overview of key areas in IBM that you need to know about early on.
Provide additional sources of information you can explore afterwards.
Introduce you to IBM groups and individuals who can help you get started.
© 2011 IBM Corporation3
Agenda - morning
© 2011 IBM Corporation4
Agenda - afternoon
© 2011 IBM Corporation5
IBM’s Commitment to our Partners
© 2011 IBM Corporation66 Why Partner with IBM?04/10/23
Why Team with IBM ?
When you do well, we both win
Business Partner Charter14 Years of consistent dedication to business partners success
Industry leading technology & vision Smarter planet vision & marketplace influence Dedicated offerings for Mid Market Dynamic infrastructure and workload optimizedLeading software portfolio provides a comprehensive open integration platform Complement your offerings with IBM repeatable services
IBM Global Financing More than $30B set aside for GB space Small transactions starting at $5K & low rate financing
Significant earning opportunity Partner incentives, end user incentives, BP seller incentives & strategic investment
© 2011 IBM Corporation7
Business Partner Charter Six guiding principles
1. IBM Business Partners are vital to IBM’s business.
2. Our relationship is a collaboration of equals.
3. We invest in IBM Business Partners’ success.
4. We strive to provide the industry’s best Business
Partner experience, in all respects.
5. We work with our Business Partners to seize the
opportunities presented by a smarter planet.
6. We ground our relationships in the core values
of IBMers.
© 2011 IBM Corporation8
Online interactive sales enablement
“Learn & Earn”
Product & solution educations, Points awarded to individual BP sellers, gift can be redeemed
“Sell & Earn”Sellers earn points for registered sales
IBM Business Partner Enablement Framework Provides clear enablement roadmaps for all partnersThe portal - Channel University covers online, face to face education & certification.
Level 1
Basic Education
Know Your IBM
Level 1
Basic Education
Know Your IBM
Level 3
Face to Face Enablement
Level 3
Face to Face Enablement
Level 4
Certification
Level 4
Certification
Web based education delivery 24x7 brand & solution on demand training.
Tailored education sessions:
Solution & products, sales & technical on site training
Certification for IBM skillsReliable, valid and fair method of assessing skills and knowledge
Level 2 PartnerWorld
University
Level 2 PartnerWorld
University
Partner Activation Skill building
© 2011 IBM Corporation9
IBM Centennial
“As an IBM Business Partner, you share in our success over the last 100 years. The solutions you deliver and the client-focused relationships you forge have ensured that IBM technology is more innovative, more relevant and more accessible around the world — today and tomorrow.
In its centennial year, IBM will invest in campaigns to drive awareness of our Smarter Planet agenda and illustrate our strengths through the rich history embodied in this significant company milestone.
As our Business Partner, you have the opportunity to benefit from this visibility and promote your firm’s collaboration with IBM as we look forward to another 100 years of innovation, stability and growth. New conversations can be started about your clients’ ambitions for the future, creating new business opportunities for you and IBM.”
© 2011 IBM Corporation10
IBM Business Partners and the Next 100 Years
© 2011 IBM Corporation11
June 16th – IBM will be 100 years old
Watch the Videos
– https://www.ibm.com/ibm100/us/en/films/
100 icons of progress
– http://www.ibm.com/ibm100/us/en/icons/
Collateral
– For internal / training / customer events
– Books
Themed in all present communications
– Regatta, Christmas Lunch, Volume competitions, PartnerWorld, e-mail footers etc etc
Day of service
© 2011 IBM Corporation
All the Blue without the Big – Working with IBM in the Midmarket
© 2011 IBM Corporation13
Agenda
What is the IBM Mid-market and the market opportunity?
Understanding the Mid-market client
IBM Mid-market Marketing priorities
Marketing Initiatives to help IBM Business Partners
Key Contacts
© 2011 IBM Corporation14
1. Companies with 100-999 employees
2. Excludes Public Sector
1. Central & Local Govt,
2. Health & Education
3. Police & Fire Service
4. NHS
3. Excludes City of London
4. Excludes Scotland
What is the IBM Mid-market?
Mid-market IT spending is projected to be $12.5B With over 70% of the opportunity residing in services Microsoft, Oracle and HP continue to be our fiercest
competitors– Amazon and Google are also emerging as competitors, through
heavy investment in virtualisation and cloud computing
Source: QMV 4Q10 Coverage View, all eSize, all coverage, Served, Plan Rate, non-memo, non-business excluded
UKI Served IT Opportunity 2011 ($73.7bn)
Small Business
11%
Finance 22%
Comms 12%
Distribution 9%
Private Health & Pharma 4%
Public 16%
Midmarket 17%Industrial
7%
CSI – 2%
Mid-Market AGR 11/10 3.5%Small Business AGR 11/10 3.2%Large Enterprise AGR 11/10 1.8%
What is the market opportunity?
© 2011 IBM Corporation15
Understanding the midmarket client
Demographics Firms with 100-999 employees
– Circa 18.57K organisations in UK and Ireland
– All industries – Excluding PSB IT budget is ~2-4% of revenue Low end MM: 5-15 IT staff High end MM: 20-30 IT staff
Top Business Issues Cost reduction/improved
efficiencies Improving customer service Increasing employee
productivity
Buying behavior Seek consultative versus
transactional relationship with IT provider
Mid-market organisations prefer to buy from Business Partners
Barriers to achieving IT priorities Cost Difficulty acquiring / implementing
solution Inability to implement technology with
existing resources/infrastructure
Vendor selection Pricing Product reliability/performance Do not necessarily have vendor loyalty
Source: Global GB MI Fact Book, 2010, December 2010 IT Trends
The IT Agenda Security Management Customer Relationship Management Business analytics/intelligence – 70%
actively pursuing analytics solutions* Information Management Cloud Computing is viewed as a means
to achieving cost reduction – 66% are adopting cloud solutions*
© 2011 IBM Corporation16
Digital & Social Media
Advertising & Media
Relations
Demand Generation
Business Partner Enablement &
Communications
Internal Communications
& Enablement Mid-market Organisations
IBM Mid-market Marketing Focus Areas
© 2011 IBM Corporation17
Business Partner Enablement & Communications
MM Community Conference / Services Workshops – critical BP enablement and networking events
MM BP Bulletin – monthly updates on key IBM MM initiatives
BigBluePlanner – web-based calendar of IBM and IBM BP marketing activities, linking through to related materials of partnerworld
MM Advisory Network - helping IBM better understand its BP community and sharing
PartnerWorld Web site - Localised content for UK and Ireland BPs & Supports UK Channel advertising programme
BP Regatta – annual IBM-hosted networking event
MM Community Conference
PartnerWorld EA
BP Services Workshop
BP Advisory Network
BP Regatta
Helping Business Partners to :
•Understand the opportunity in the Mid-market•Identify where their offerings can be successful•Build skills and develop a network of contacts within IBM•Have visibility of IBM’s marketing activities•Contribute to IBM’s strategy in MM
© 2011 IBM Corporation18
Demand Generation – The options
Focused on demand generation with BPs targetting the Mid-market Available to all partners Cover STG, SWG and GTS New campaign approach to include access to IBM Mid-market data
Direct Co-marketing MSV Partner Marketing - OnChannel
Established programmes Covers all market segments Available to all partner types Cover STG, SWG and GTS
IBM-led DG Campaigns direct to end users with responses managed by IBM
and IBM BP resources
Campaigns created and executed by IBM Responses managed by IBM resources and/or IBM BPs Primary focus around IBM Services, but also covers STG & SWG Small number of joint marketing activities with BPs
Managed by OnChannel
75%-25% funding
Reduced administration
Software Group co-marketing
Systems Group co-marketing
PWIN Program
Technology Services co-marketing
Managed by the Partner or distributor
50%-50% funding
Partner manages all administration
© 2011 IBM Corporation19
Digital & Social Media
To drive awareness and consideration for IBM through : branding and content on the sites, forums and associations the mid-market clients already
access
engaging with the recognised influencers in the market
understanding the topics and areas of interest for mid-market clients & respond where appropriate with IBM & BP content
Providing support and expertise to relevant IBM Business Partners in building their IBM-focused digital & social media plans
Provide surround activities to support IBM and IBM BPs marketing activities
Helping Business Partners to :
Benefit from the various IBM-led initiatives on offer, to build their company awareness and drive consideration
Build their profile within the market & IBM
Add their valuable perspective to the content
Showcase their expertise and offerings
ibm_engines
IBM-Led DG BP-Led DG
AR/PRWhite Papers,
Analyst reports
Video Case Studies
C-Suite Surveys
Assessment Tools
Client & BP Case Studies
Ibm.com
Driving market awareness and client engagement
© 2011 IBM Corporation20
Digital & Social Media Awareness, thought-leadership, sponsorship and enablement
ibm_engines
Ibm.com
Description : Vision is a digital programme featuring topical articles and thought-leadership with a primary focus on showcasing the work of IBM Business Partners in Mid-market
Description : infoBOOM! is a global online environment designed to foster the free exchange of ideas among experts, midmarket CIOs and technology leaders.
Description : The Influencer Programme targetst the Top 50 individuals who influence the thinking and decision-making of small & medium business in the UK.
Description : GuruOnline TV is an online B2B video based business advice portal for SME companies, using short Q&A style videos to cover key IT topics. IBM is the sole sponsor of the IT portal.
Description : IBM Express Advertising covers Smarter Planet, Client Reference, Product and Channel advertising through print, banner and video media.
Description : MM Twitter account is promoted through advertising and promotes MM messaging & thought-leadership from IBM and IBM BPs.
Description : Google Search is used to support IBM keywords, driving to the appropriate IBM sites.
Description : Sponsorship at the Institute of Directors with branding throughout the site, advertising in the Director magazine & content within the Director Clinics
Description : Opportunities to sponsor/participate in a one-off activity eg: Microscope Channel Research, Video content on selected media etc
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Vision
Target Audience : Mid Market end-users – Business/IT Management
Objectives:• To drive consideration for IBM and IBM BPs within the mid-market • Provide a point of view and education around key themes• Demonstrate expertise and experience • Provide the platform for discussion/blogging between end-users and IBM and IBM BP subject matter experts
Helping Business Partners to:
•Showcase client case studies•Business Partner coverage in feature articles, Expert Comments etc•Opportunity to feature video, whitepapers etc•Advertising opportunities•Reuse of content in the Business Partners own marketing activities
Description : Vision is a digital programme designed to show the innovative work that IBM and IBM Business Partners have executed with Mid-market clients using IBM technology and demonstrating the resulting business benefits.
© 2011 IBM Corporation22
Description : GuruOnline TV is an online B2B video based business advice portal for SME companies, using short Q&A style videos to cover key IT topics.
GuruOnline TV
Target Audience:Small & medium business decision makers
Objectives:•To drive up Consideration and Preference for IBM and IBM BPs•To demonstrate relevance to the midmarket through Subject Matter Experts•To provide enablement to end users on key IT topics•To drive IBM’s branding and positioning with MM clients
Helping Business Partners to:
•Grow market awareness•Demonstrate skills and expertise as an SBusiness Partner
featured as subject matter expert•Develop video content to support the BPs own marketing
activities•Link back to Business Partner website
© 2011 IBM Corporation23
Sharing your Successes – Case Studies
Midmarket Clients
Smarter Planet
ServicesHW/SW
HW + services
Business Issue focus not product
Helping Business Partners by:
•Building credibility for IBM and IBM BPs in the market•Demonstrating solutions which are chosen and used by
Mid-market clients•Increasing the BP profile in the marketplace•Extensively using materials in all IBM marketing activities•Completely funded and managed by IBM Marketing team
© 2011 IBM Corporation24
Your Successes – how the story spreads
Guru Online
Sponsorship
IBM Events
IBM Sales & Prospecting PlaysMedia
© 2011 IBM Corporation25
Links and Contacts
Mid-market Marketing– Pauline Nathanielsz – [email protected] / 07739 894134
BP Co-marketing– Deirdre Errity (Volume) - [email protected] / 07801 244620
– Sally Martin (Powernet) - [email protected] / 07764 666574 – Jonathan Nation (OnChannel) - [email protected] / 07912 426905
MM BP Enablement/Communications– Howard Rolph - [email protected] / 07764 959530
Digital & Social Media Vision ; infoBOOM! ; IBM MM Web Portal ; GuruOnline ; Case Studies ; MM
Advertising / twitter;
– Nicky Cox (Vision/infoBOOM/IBM Web) – [email protected] / 07738 310217
– Denise Gale (GuruOnline/Case Studies) - [email protected] / 0208 818 4647
– Sophie Sheppard (Advertising/twitter) – [email protected] /
Press & Media– Anne Kristine Janson - [email protected] / 0208 818 4078
© 2011 IBM Corporation26
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