© 2011 IBM Corporation Welcome to the Spring 2011 IBM Business Partner Induction Day Ian Jeffs UK & Ireland Business Partner Marketing 16/03/2011.

© 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.


Agenda - morning


Agenda - afternoon


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


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.


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


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.”


IBM Business Partners and the Next 100 Years


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


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


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?


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*


Digital & Social Media

Advertising & Media

Relations

Demand Generation

Business Partner Enablement &

Communications

Internal Communications

& Enablement Mid-market Organisations

IBM Mid-market Marketing Focus Areas


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


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


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


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


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.


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


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


Your Successes – how the story spreads

Guru Online

Sponsorship

IBM Events

IBM Sales & Prospecting PlaysMedia


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


http://linkd.in/IBMBPUKI

https://twitter.com/IBMBPUKI

Follow the IBM BP Team @IBMBPUKINews, Events, Initiatives and Resources for our IBM Business Partners

IBM Business Partner Marketing Community UK & IrelandConnect, discuss and engage with the IBM Marketing Community supporting our Business Partners

Engage


Thank [email protected]

© 2011 IBM Corporation Welcome to the Spring 2011 IBM Business Partner Induction Day Ian Jeffs UK & Ireland Business Partner Marketing 16/03/2011.

Documents

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ibm technology

ibm centennial

th ibm

ibm groups

ibm corporation welcome

ibm business partners

ibm skills reliable