IBM Distribution Sector
Challenge
IBM Distribution Sector sells distribution software and services to a range of large enterprises and SMEs. To compete in the marketplace, it needed to turn its sales and marketing strategy from being a product push (concentrating on its hardware and software) to a business-led agenda (focusing on what it could do for enterprise). Not an easy task for a organisation that comprises several other divisions with IBM – including Retail, Travel and Transport, and Consumer Packaged Goods (CPG).
Solution
Bluedge worked with the management, sales and marketing teams to build a single, coherent business plan, that had the buy-in of the whole organisation. We then worked collaboratively on an ongoing basis to ensure that the strategy was executed in a consistent manner across IBM Distribution Sector. We also held specific responsibility for leading the marketing drive.
Results
- Business gained 4% market share in a marketing running at -2.9% growth
- Developed $36m of validated leads during a single fiscal year
- Designed and executed a relationship management program with key accounts which resulted in improved client satisfaction results in the annual survey
