IBM Integrated Approach to CRM

Transcription

1 IBM Integrated Approach to CRM Co-marketing campaign Midmarket Execution Blueprint October 2011 Owner: Jeb Harrison, Bruno Bagala, Jaydip Sidkar, Nidhi Wadwha Page 1

2 Integrated Approach to CRM: Partner Information OVERVIEW Organizations of all sizes are now investing again to improve the customer management capabilities they ve neglected during the past 2 years. Business process leaders in midsized organizations are challenged to pick the best CRM solutions to to capitalize on the upturn. Recent research shows that B2B companies identify improved customer loyalty as their top goal. B2B companies are also intent on capturing and retaining new customers. To support achievement of these important priorities, CRM technology solutions are widely used by organizations of all sizes. Forty-four percent of the 473 midsized organizations [surveyed by Forrester] in North America and Europe have already implemented a CRM solution and many of these are investing more to upgrade their tool set. An additional 23% plan to adopt a CRM solution within the next 12 to 24 months. Copy/excerpts taken from: The Forrester Wave: CRM Suites for Midsized Organizations, MARKET OPPORTUNITY 2011 WW Top IT Focus Areas Global Midmarket Opportunity of $32.6B in 2011, growing to $42.6B in 2015, at 6.9% CAGR Security Management 63% Cust. Relationship Mgmt 62% Bus. Analytics / Intel. 59% Information Management 59% IT Infra. Improvements 57% Bus. Performance Mgmt 56% IDEAL BUSINESS PARTNER: IBM GBS is pursuing partnerships with big CRM vendors Microsoft, SAP and IDR has an established relationship with SugarCRM. That leaves all the other local RSI s with CRM skills and ISV relationships as prime business partners. By offering these local RSI s with ISV relationships the capability to provide integrated CRM applications by incorporating technologies from Cognos, Cast Iron and Lotus, IBM brings those ISVs and resellers of CRM applications a huge opportunity in the midmarket. Ideal BPs will have an established CRM presence and customer base, and be looking for technologies to supercharge their offerings ahead of their competitors. Fin. Mgmt / Fin. Ops 55% What can BPs gain by selling this solution? One of the key goals of IBM s approach to midmarket applications is to help ISVs and their downstream partners make more money per engagement when they increase the value of their application with IBM technology.. IBM's application framework allows ISVs to wrap around IBM's market leading hardware and software/middleware stacks to provide end to end IT solution thereby increase wallet share. Each time a partner resells an IBM software/middleware around its own CRM application, it gets a number of services opportunities like consulting, implementation, integration, and maintenance & support, and are thus able to deliver an end to end CRM solutions to its clients, and increase its services revenue pie. Simply put, incorporating IBM technology into an Integrated CRM solution can help a business partner gain both mind share as well as wallet share from its clients. AVERAGE DEAL SIZE: $200,000: K20% license, 20% software, 60% Consulting, Implementation, maintenance and support. Includes all 4 IBM products. GETTING STARTED PartnerWorld Portals Education and Enablement Content Available on Midmarket Community ( 5/9) CRM Execution Guide Why Partner with IBM - SugarCon deck PW Program Guide ( BP education) PW Overview Presentation Sales force automation buyer's guide (insidecrm.com) Sales force automation comparison guide (insidecrm.com) CRM Business Trends 2010 Business Trends- CRM Technology Investment Strategies CRM Suites For Midsized Organizations - Forrester Wave repor 'Introduction to CRM' activity link on Midmarket Connections Page 2 Sales Plays/ Kits Cognos Express and SPSS Modeler: Business Analytics for Midmarket,Cognos express and SPSS Modeler D232885Q16789F54 Cognos Express Smarter Cities "3 in 1" Play SGDA350505A49627N30 Cast Iron Cloud Integration Extending Cloud for Midsize Companies EXTENDINGCLOUD LotusLive Social Business for Midsize Businesses D880160H39324G35Sales Incentives: Provided at local level. Data Sheets/Solution Brief Cognos Express Product Demo: software/data/sw-library/ cognos/demos/ od_ibm_cognos_express/ overview.html SPSS Predictive Modeler Demo: ibmtvdemo.edgesuite.net/ software/analytics/spss/ videos/call-center-analytics/ Cast Iron Solution Overview: integration-solutions/sfdc/ index.html LotusLive Engage Data Sheet: LLEngageDataSheet.pdf index.php?id=collaborationsuite_demo Financing / Maintenance IBM Global Financing offers credit qualified clients a comprehensive end-to-end lifecycle funding strategy for technology investments that can help better manage cash flow by turning large upfront costs into affordable monthly payments. In addition, with IT financing, clients can accelerate their return on investment and preserve cash and credit lines for core business requirements. IBM Global Financing has a wide range of special offerings that can provide credit-qualified clients with great rates and flexible terms and payment options. IBM Maintenance and Technical Support can help keep your critical IT systems running and simplify support by providing a single point of contact for your IBM and most major non-ibm IT hardware, operating systems and virtualization software. Support offerings include warranty service upgrades (for example, 24x7, microcode support and hard drive retention) as well as software support for your operating systems (including, Microsoft, Linux, AIX, and IBMi) and your virtualization software that provide your staff fast access to deep technical support expertise. In addition, our Enhanced Technical Support provides customized services that are tailored to your unique business requirements to help your IT staff spend less time on problem resolution and more time

3 Integrated CRM: Customer Information CUSTOMER INSIGHT Insights from IBM Inside the Midmarket: A 2011 Perspective: Enhancing customer service (73%) and prospecting for new customers (67%) are top priorities among midsize businesses around the world. In Canada, the United Kingdom, Germany, Mexico, Singapore, and Poland, improving service and better managing customer relationships are the top priorities. In China, 92% indicate that finding new ways to reach customers and customer acquisition are top priorities. 70% started/intend to implement collaboration to drive innovation, improve employee productivity, and have a better focus on the customer 70% started/intend to implement business analytics and information management (69%) to better collect, aggregate, and transform data into insightful and actionable intelligence The study revealed strong alignment between the business priorities of various industries and their IT focus areas. For example, retail, transportation, consumer product companies, and banking are investing in customer relationship management, Web 2.0/social media, and business analytics to better understand, reach, and service their customers. VALUE PROPOSITION For Customer: Vendors like IBM can provide technology along with business acumen that can smooth out the peaks and valleys of a firm with midmarket customers. MOST IMPORTANTLY, IBM can help BP s increase their profit margins and increase the value of their customer relationships with sophisticated technology. For Business Partner: IBM offers the kind of complimentary technology that is already designed and priced for the midmarket, so the ISV can rest assured it will be a reasonable balanced with the application itself. IBM Point-of-view: On a smarter planet, midsize businesses make proactive decisions based on a 360o view of their customers TARGET AUDIENCE CUSTOMER PAINS CUSTOMER / SOLUTION BENEFITS LEAD OFFERINGS Midmarket customers : IBM Local IBM Midmarket sales teams Channel-facing IBMers at all levels IMTs Business Partners Distributors (awareness only to drive downstream VARs) Business Partners o ISVs o RSIs o VARs: Software resellers, select HW resellers Roles: Sales head / Marketing Head (influencer) CEO (key decision maker) CIO / IT Manager (technology evaluator Primary Pain Point: Clients are dissatisfied low customer satisfaction. CRM historically has over-promised and underdelivered. Business- Customer communications across marketing campaigns, sales touches and post sales support is broken Poor sales progression does not deliver sales projections Clients are dissatisfied low customer satisfaction Management lacks insights across the business to focus sales on real opportunities Lack of customer insights prevents timely customer decision Operational / Technology - Easy implementation, maintenance, and availability of local support CRM app not integrated /compatible with other applications Hardware not optimized for running a CRM solution Business Partner needs/ Pain areas: Business- IT Business Partner Pains don t vary much from those of other midmarket businesses: cash is king, talent is at a constant premium, managing monthly revenue, expenses, assets and liabilities and the ongoing challenges of the business. Operational / Technology- ISVs and their downstream partners are challenged to find complimentary technology that can increase the value of the application while remaining affordable for the customer. Overall: Streamline marketing, sales and support with a fully integrated CRM solution that includes the business intelligence, predictive analytics, collaboration and flexible integration software solutions. Reduce your total cost of ownership and customer acquisition with easy deployment, minimal maintenance, ongoing support, and improved productivity leveraging IBM Total Integrated CRM solution Benefit 1: Real-time customer insights IBM s Solutions Cognos Express allows users to analyze data in a business context and quickly gain insight into company performance and trends o Delivers all the essential reporting, analysis, dashboard, scorecard and planning capabilities o Users can analyze data in a business context and quickly gain insight into company performance and trends o Provides consistent, reliable information for better, faster decision-making IBM s Solution: SPSS Modeler. SPSS provides predictive analytics capabilities that can help improve sales forecasts, customer buying propensity, and better prepare the marketing and sales teams o Improved sales performance through better understanding of customer buying behavior o Improved customer service and channel management Benefit 2. Application Integration in days (not months) IBM s Solution IBM Cast Iron Cloud Integration Solution Compatible with many applications o Integrates cloud applications from leading providers including Amazon, NetSuite and ADP with on-premise applications, such as SAP and JD Edwards. Easy implementation o Using hundreds of Cast Iron pre-built templates, expensive custom coding can be eliminated, allowing cloud integrations to be completed in the space of days, rather than weeks or longer. Flexible delivery channels and pricing o These results can be achieved using a physical appliance, a virtual appliance or a cloud service with attractive entry and pay-as-you-go pricing. o Benefit 3. Improve customer relationships and brand loyalty IBM s Solution - LotusLive IBM s LotusLive suite of offerings integrates the organization to deliver a seamless experience to the customer. LotusLive integrates , web conferencing, instant messaging, file sharing, relationship management and project tracking. IBM Business Intelligence and Analytics Solution for CRM o Powered by IBM Webshere Cognos Express and IBM SPSS Modeler Premium Cloud Application Integration Solution for CRM o Powered by IBM WebSphere Cast Iron Cloud integration) Social Business integration solution for CRM o Powered by IBM LotusLive Because there s no need to buy, install, maintain or upgrade software, cloud makes collaboration far less expensive and easier. Page 3 o Moving applications like messaging and collaboration to the cloud frees up floor space, lowers energy consumption, and reduces time-consuming IT management tasks.

4 Integrated approach to CRM: Assets to help generate demand Door Openers Starting conversations with prospects Event Services Event registration and management Nurturing Pipeline Moving prospects towards purchase Offers & Resources Keys to your direct response success Flexible asset including , postcards, multi-touch cadence (nurturing), offers, etc. POE Toolkit: CRM MAM Reference Number: SM WWEN-00 A Smarter Approach to CRM: An IBM Perspective Thought Leadership Paper PW Link servlet/contenthandler/ SMW03042WWEN MAM Reference Number: SMW03042WWEN IBM Co-Marketing Center Tool CRM Postcard CRM CRM Campaign Support Assets Outside of the U.S. Follow steps above. If you do not find the assets, contact [email protected] to identify your local Create & Design leader for help. Page 4 M2BP: A Smarter Approach to CRM: An IBM Perspective Business Partner Workshop Customer Presentation: To be developed Smarter Planet Event Templates IBM Co-Marketing Center Tool Search by Asset Numbers: 509, 525, 510, 511, 93 or Search by keyword: Engines Marketing Asset Mgr (MAM) tool SM WWEN-00 Smarter Planet Event Style Guide MAM Reference No. SM USEN Nurturing s within flexible asset enurture Touch 1 Thank and acknowledge prospect s interest in IBM s CRM solutions. O Reiterate main Business Analytics Pain Point (solved by Cognos Express below) Offer: Ventana Research - Customer Analytics: Benchmarking the Analysis of Data to Gain Business Insight Touch 2 enurture Touch 2: Thank and acknowledge prospect s interest in IBM s CRM solutions. oreiterate main Data Integration Pain Point (solved by Cast Iron offer below) osolution Overview: IBM WebSphere Cast Iron Cloud integration with Salesforce Chatter Read the whitepaper and explore the webpage to learn more about how WebSphere Cast Iron can integrate salesforce.com with your company in days, using a configuration, not coding approach. Find information on how to purchase as well as watch a demo. enurture Touch 3: Thank and acknowledge prospect s interest in IBM s CRM solutions. oreiterate main Collaboration Pain Point (solved by Lotus Live offer below) otrial: LotusLive Trial Account Sign up for a no-cost 60 day trial of LotusLive now. account/public/trial/ showcreatetrialaccount?trialtype=engage "Driving Social Business from the Cloud with SugarCRM and IBM LotusLive" Door Opener Offer: IBM Integrated Approach to CRM thought leadership whitepaper: Nurturing Offers: LotusLive Trial Offer: manage/account/public/trial/ showcreatetrialaccount Business Partner Demonstration Account for LotusLive: servlet/contenthandler/isv/lotuslive Additional Nurture offers for Cast Iron Touches Touch 1 Webcast Video: Turbo-Charge Salesforce CRM with Cast Iron Integration Watch the video to learn the business value of integrating Salesforce.com and how IBM Cast Iron Systems rapid integration delivers a 360 degree view of your customers. The video includes a customer case study, a five-minute demo and Q&A. Touch 2 Webcast Video: IT Insider Secrets to Successful CRM and ERP Integration Watch the video to learn how WebSphere Cast Iron Cloud integration turbo-charges Salesforce.com, cuts costs and streamlines business processes Then hear Siemens share insider secrets on rapid Cloud to on-premise integration as well as how to leverage Chatter and mashups. Watch the CRM to ERP use case showing how Siemens quickly integrated sales data. Touch 3 Solution Overview: IBM WebSphere Cast Iron Cloud integration with Salesforce Chatter Learn more about how WebSphere Cast Iron can integrate salesforce.com with your company in days, Watch a demo. index.html Additional offers: Turning data into sales using the power of predictive and business analytics - featuring Mentoring Minds

5 Flow Campaign Touch Flow Link to CRM on Partnerworld partnerworld/wps/servlet/ ContentHandler/ pw_com_smb_crm Link to CRM on ibm.com businesscenter/crm_topic.wss