IBM’s inside sales organization needed structured processes to optimize conversions. At the same time, increased importance of social media required integration of new channels within the marketing and sales mix.
DVI, with partner agency Inergy Group, documented ibm.com infrastructure and processes, met with solution and product owners, visited ibm.com’s tele-web sales centers and interviewed select business partners. We then created go-to-market templates, including online and offline tactics, covering both complex solutions and simple product offerings for large, medium and small businesses.
Using a “build once / use many” approach, we populated each blueprint with content creating six unique pilots that were measured on speed-to-market and expense-to-revenue (E/R) ratios. Our blueprints are now institutionalized across ibm.com’s solutions and brand/product organizations.