Analysis Of The IBM Systems Group

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Systems Group marketing adds value in two broad categories: customer facing lead generation engine and internally facing owner of the corporation’s brand and lead generation operational supply chain. As a customer facing, lead generation oriented organization, System’s marketing team approaches the marketplace via a number of carefully integrated media channels. Internally facing activities include: Both the customer facing and internally oriented areas of the marketing value chain are inextricably intertwined. I developed this wheel diagram several years ago to describe the complex dynamic that exists between them. An argument can be made that without the diagnostics the chain would atrophy, losing value and mission focus over time. The wheel …show more content…

• Integrating and unifying cross-brand strategy, guiding execution, monitoring performance, assessing efficacy, providing customer / marketplace insight and affinity to the IBM brand. How Does the IBM Systems Group Marketing Value Chain Operates As a worldwide very large enterprise, IBM has a number of layers that have to be integrated in order to cohesively disseminate a consistent message to markets worldwide. To examine the means by which the marketing value chain operates, we first need to orient ourselves to its organizational elements. IBM consists of many individual brands, all of which are organized with relation to the marketplace starting with seven large geographic regions, such as North America, Latin America, Europe, Greater China Group, etc. Each geographic element has a headquarters that manages the local operating company. Sellers and marketers are responsible to those local organizations, but their numbers also roll up to corporate HQ located in Armonk, NY. Those large geographic areas break-out further into regions, countries and …show more content…

Although a very important sales and marketing channel, the operations management of the Business Partner channel is handled by a dedicated organization. Still, the efficacy of their marketing campaigns and sales activities, are included as part of the marketing discipline ' so responsibility within the overall brand. This is because business partners are a primarily marketing driven customer facing channel. Now things get a little tricky, brands cut across campaigns and campaigns cut across brands, sometimes by design, most of the time not. For example, the Systems Group has a broad marketing program called IBM Systems Program, it contains hundreds of campaigns which each contain multiple tactics that are executed in markets worldwide by IBMers and business partners, nearly all of which are also represented in one way or another online. The result of those tactics are interest generated for Systems products (zSystems / POWER / Storage) but also for applications which run on those systems or are used to manage the

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