Midmarket Smarter Commerce

Midmarket Smarter Commerce
Redefine commerce in the age of the smarter customer
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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
Know Your IBM

IBM Midmarket Smarter Commerce
We live in an age of empowered customers. Where customers have unlimited access to information and can instantly share it with the world. Where technology has raised their expectations for service, price and delivery. Where its no longer supply and demand but get ahead of demand. The question is, how do you meet such customer demand, orchestrate your supply chain, manage your availability of products and services and personalize and exceed your customers experience across all channels? Make sure you navigate through all the screens so that you are able to successfully complete the quiz for this module. To qualify for KYI points or promotions associated with the module you must complete the quiz within three attempts before the deadline. If you do not successfully complete the quiz within three attempts before the deadline then unfortunately you do not qualify for KYI points or promotions associated with the module.
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Introduction
IBM Smarter Commerce puts the customer at the center of the clients business and optimizes within and across the commerce process cycle including buying, marketing, selling and servicing. By operationalizing their business around the empowered customer, companies can deliver personalized, highly relevant, and seamless experience across touch points, leading to greater customer loyalty. By the end of this module you will be able to: Know Midmarket Smarter Commerce Identify the key drivers for change in midmarket commerce List the midmarket Smarter Commerce key attributes Present the midmarket Smarter Commerce benefits Identify the products and offerings included in the Midmarket Smarter Commerce campaign Sell Midmarket Smarter Commerce Identify the sales process steps Differentiate the target customers by different entry points Explain the customer pain points Identify the top challenges in selling Smarter Commerce for midmarket Explain how Smarter Commerce contributes to Smarter Planet Explain the competitive differentiators Present how Smarter Commerce contributes to Smarter Planet Communicate the value of Smarter Commerce in a sales conversation
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Menu
Know Midmarket Smarter Commerce Visit this section to have an overview of Midmarket Smarter Commerce. Whats driving the need for change in the midmarket? Midmarket Smarter Commerce Overview IBM Smarter Commerce key benefits IBM Smarter Commerce solutions for the midmarket
Sell Midmarket Smarter Commerce Visit this section to learn about Midmarket Smarter Commerce selling process and opportunities. Sales steps you need to follow Target customers for Smarter Commerce Main customer pain points Top challenges in selling Smarter Commerce for midmarket Midmarket Smarter Commerce competitive overview Smarter Commerce for a Smarter Planet A sales conversation example Quiz on IBM Midmarket Smarter Commerce Handle a sales conversation Conclusion
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Know Midmarket Smarter Commerce
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Whats driving the need for change in the midmarket?
By helping clients better capture, integrate and manage their data, IBM can help them create behavior-based insights and uncover opportunities for revenue growth and efficiency.
Empowered customer
We have entered the age of the empowered customer: Customers now have unlimited access to information and can instantly share it with the world Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller Customer expectations for service, price and delivery are soaring This is transforming the way products are sourced, manufactured and distributed and making business more complex than ever SaaS and On Demand are viewed as ways midsize companies can access technology that was previously too complex and/or costly
Company response
Power has shifted to the customer, and to respond companies must: Meet customer expectations and requirements, however, companies have limited resources to do so Understand and anticipate customer behavior and needs based on customer insights across all channels Adapt sourcing and procurement based on customer demand and optimize supplier interactions across extended value chains Market, sell and fulfill the right product and service at the right price, time and place Service customers flawlessly, predict and drive customer loyalty
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Midmarket Smarter Commerce Overview
IBM Smarter Commerce puts the customer at the center of your business and optimizes within and across the commerce process cycle including buying, marketing, selling and servicing. Insight Buy For midsize companies looking to drive intelligent, adaptive and optimized extended supply chains based on customer demand. Drives intelligent, adaptive and optimized extended supply chains based on customer demand. Sourcing, controlling and procurement of goods and services Strategy Engagement Market Sell Service For midsize For midsize For midsize companies looking companies looking companies that to create to enable their B2B need to anticipate personalized and and B2C customers behavior and relevant offers with to buy what they deliver flawless unified crosswant, when and customer service channel marketing. where they want it. across all channels. Create personalized and relevant offers with unified crosschannel marketing. Targeted and personalized marketing across all customer interactions Enables customers and partners to buy what they want, when and where they want. Selling and fulfillment of products and services across all channels Anticipates behavior and delivers flawless customer service across all channels . Servicing customer needs across all interaction channels
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IBM Smarter Commerce key benefits
Through Smarter Commerce, IBM will help companies increase the value they generate for themselves, their customers and partners in a rapidly changing digital world. Smarter Commerce will drive predictable business outcomes for midsize businesses, aligning to their industry and role requirements, to deliver growth and margin expansion.
It maximizes the insight generated through customer interactions
It capitalizes on social and mobile commerce
It improves collaboration and visibility for your customers and partners It synchronizes your entire value chain to deliver consistent and predictable outcomes
It drives growth by enhancing, extending, and redefining the value you provide
It increases margins by boosting efficiency at every stage of the commerce cycle
Smarter Commerce is a strategic approach that places the customer at the center of a company's business operations to create value as defined by the customer.
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IBM Smarter Commerce solutions for the midmarket
In order to sell Midmarket Smarter Commerce it is important to know what makes up IBM's Smarter Commerce portfolio. This can be separated firstly between the categories Buy, Market and Sell, and then between SWG, GBS, STG and GTS. Buy Supplier Integration and Collaboration: Manage complex partner communities Increase B2B process visibility Automate manual processes SWG GBS STG GTS *IBM Sterling B2B Integrator *IBM Sterling B2B Collaboration Network IBM Sterling Connect:Direct IBM WebSphere Portal Express Video: IBM Sterling B2B Integration Solutions Overview Duration: 3.44 www.youtube.com/v/ BIB3SjBF80E *= Primary lead-with offerings Market Enterprise Marketing Management: Understand individuals and markets Increase marketing ROI Strengthen brand identity and customer loyalty Use data to build customer relationships SWG GBS STG GTS *IBM Marketing Operations OnDemand *IBM Coremetrics Dig Mktg Optimization Solutions IBM Email Optimization IBM WebSphere Portal Express BVA - IBM Smarter Commerce Customer Value Strategy Accelerator Video: Society of Critical Care Medicine Turns to IBM to Help Improve Marketing ROI Duration: 4.22 www.youtube.com/v/nnFnSWRpXO8 *= Primary lead-with offerings Sell Cross-channel Selling and Fulfillment: Deliver seamless buying experience across all channels Increase market share SWG GBS STG GTS *IBM WebSphere Commerce BVA - IBM Smarter Commerce Cross-channel Exp Assessment IBM i Solution Edition for SugarCRM IBM Managed Security Services (Cloud Computing) Hosted Mobile Device Security Management
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Express Penetration Testing Services Express PCI Assessments Customer Integration and Collaboration: Increase customer satisfaction in B2B customer requirements Automate manual processes Reduce security risk SWG GBS STG GTS *IBM Sterling Connect:Direct *IBM Sterling B2B Collaboration Network IBM WebSphere Portal Express IBM WebSphere Cast Iron Cloud Integration Video: SXC Health Solutions Leapfrogs Competition Duration: 1.21 www.youtube.com/v/kmRi9EnuvPk *= Primary lead-with offerings
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Sell Midmarket Smarter Commerce
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Sales steps you need to follow
Learn to identify the different steps of selling and what it is expected from you at each stage.
Prospecting
Your search for (new) customers Look for opportunities in your existing install base How to deal with objections and leave the door open for future sales Introduce yourself, state your purpose, qualify, plan next steps Becoming a Sales Consultant Understand customer needs Identify problems your products and services can solve Understand competition Help your customer understand the business implications of the problem and move from problem awareness to solution commitment How to avoid wasting your valuable time in chasing prospects who will never become customers Make sure the solution solves the customer's problem Find out if the customer sees the value of your product Confirm that the customer has the budget to purchase and determine if ready to purchase Talk to the right person, who can make a buying decision Basic pointers to winning Close from the beginning Recognize when potential customers are ready to buy Note that free trials often lead directly to sales Choose from the IBM portfolio of migration or consolidation assessment tools and incentive offerings to open doors with customers and progress deals
Finding Customer Pains
Qualifying the Customer
Closing the sale
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Target customers for Smarter Commerce
The IBM Smarter Commerce salesplay is directed at C-level executives of midsize companies, especially those responsible for marketing, sales, customer service and supply chain management, in all countries and in all industries, with special focus on retail, wholesale distribution, industrial products and banking. Market entry point CMO VP/Director of Marketing VP/Director of Marketing Operations VP Sales/Channels VP Sales Operations
SELL: Cross-channel selling and fulfillment SELL: Customer integration and collaboration
Within Manufacturing, Wholesale, CPG, Service, Retail and Banking Orgs: Director of IT VP/Director Sales/Customer Service Director of Integration/ B2B Services CIO/VP/Director of IT EDI MGR/Ecommerce C-level Supply Chain Director/Manager Supplier/Vendor Management Director B2B Solutions
BUY: Supplier integration and collaboration
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Main customer pain points
In order to be successful in selling IBM Smarter Commerce to the midmarket it is necessary to recognize what the customer needs. Understanding your customers' business requirements is important for you to quickly and easily identify and close opportunities. Pain point My company needs to better understand the effectiveness of our marketing campaigns based on our limited Marketing budget. IBM viewpoint 74% of Midmarket marketing executives say the most important measure of their success in the next 3-5 years is their ability to increase the ROI of their marketing budgets. In addition to the traditional challenges of creating the right media mix and responding quickly to customer needs, they face a new mandate to shape brand and reputation management, and 52% of midmarket marketing executives say more work remains to communicate their "Corporate character" to the marketplace.
(Source IBM CMO study.)
My company needs to improve the customer buying experience.
Midsize companies need to synchronize their channels for seamless end to end customer buying. This is in response to the increase in customer power due to the wide availability of real time information, new ways to complete transactions, and expanding choices. Customers want to purchase products when, where, and through whatever channel is most convenient, and have a seamless experience across all channels. If the experience is not seamless, the buyer goes somewhere else. Like consumers, businesses that are customers expect their suppliers to transact business with them in the way that they want. Which in the 21st century means electronically automating the purchase-topay cycle. Each business customer has its own requirements for eCommerce. This places an extreme burden on the selling business, as they have to meet what can be a unique set of requirements for each customer with their limited IT resources. Not meeting the requirements can bring penalties, reduced orders or lost customers.
My company has very special requirements for eCommerce. We need to be able to control the entire business-to-consumer cycle.
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My company needs to improve the relationship with our suppliers for better integration and collaboration.
Midsize companies need to continuously improve supplier relationships with more efficient supplier sourcing, automated and optimized information movement, universal access to that information with the ability to use business analytics to monitor, measure, and improve performance and compliance.
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Top challenges in selling Smarter Commerce for midmarket
IBM Smarter Commerce is a unique approach that increases the value companies provide to their customers, partners and shareholders in a rapidly changing digital world. In order to better understand the customers' problems, we must first consider each one's special circumstances.
Position Marketing Head
Top Challenges Understand individuals as well as markets Determine how data can help build customer relationships Strengthen brand identity and, by extension, customer loyalty Demonstrate the ROI of marketing programs Increase revenue and profit by delivering an intimate buying experience from initial customer interaction through order capture and fulfillment Transform and evolve customer interactions as digital mediums, interaction models and touch points change Speed time to market for new offerings and next generation commerce by leveraging IBM's expertise in eCommerce, mobile, social collaboration, smarter store systems and integration Customer satisfaction - meeting B2B customer requirements - quickly and cost effectively Margin Pressure - costly error-prone manual business processes Reduce the risk associated with data security and compliance Complex and diverse partner communities Manual error-prone processes Limited B2B Integration expertise Inability to keep up with increasing number of standards and regulations Limited process visibility inhibiting supply chain optimization The need for secure transactions
Sales Head
CIO/IT Director
CIO/Supply Chain
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Midmarket Smarter Commerce competitive overview
As preparation to sell IBM Midmarket Smarter Commerce, it is important to know how IBM's offering measures up to and surpasses the competition.
Cross-channel Campaign Management Competitor Return Path is the strongest and only true Enterprise competitor to IBM Solutions in the marketplace. Direct competitor to Unica Email Optimization. The value RP brings is insight into the "secret code" of inbox delivery and deliverability, which they promote as an exclusive capability. IBMs Positioning
In 4Q 2011, IBM (Unica) is positioned as the leader in the Gartner Magic Quadrant for Integrated Marketing Management Most comprehensive benchmark reporting by industry More coverage and selection across platforms and devices to ensure message and brand integrity Social Email Analytics provides one of a kind insight into how email drives activity across social networks
RoboHead is a direct competitor to Unica Marketing Operations OnDemand. They lead with a Feature/Functionality pitch vs. any kind of value proposition or solution benefit.
In 4Q 2011, IBM (Unica) is positioned as the leader in the Gartner Magic Quadrant for Integrated Marketing management Project Management is tied to a strong budget planning feature ensuring on time and on budget campaign delivery Flexible and easy setup to meet most any departmental paradigm
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Web Analytics & Digital Marketing Optimization Competitor Adobe (Omniture) offers on demand software that enables marketers to optimize every customer interaction. Stronger industry focus and partner network compared to IBM. IBMs Positioning
IBM named leader in Forrester Wave for Web Analytics in 4Q 2011 (Coremetrics) IBM has greater market share, superior ability to integrate solution with other processes Coremetrics has better digital marketing capabilities especially in marketing attribution & real-time analytics Coremetrics SaaS platform is more robust
Google Analytics is free and the most commonly used Web analytics application. Google continues to close the functional gap with revenue leaders AdobeOmniture, IBM-Coremetrics- Unica and Webtrends
IBM named leader in Forrester Wave for Web Analytics in 4Q 2011 (Coremetrics) IBM has greater market share, superior ability to integrate solution with other processes Coremetrics has better digital marketing capabilities especially in marketing attribution & real-time analytics Coremetrics SaaS platform is more robust
Cross-channel Selling Competitor Demandware is a direct competitor to IBM Websphere Commerce on Cloud. Demandware is a leading ondemand eCommerce platform with more than 200 eCommerce websites representing major brands worldwide, deriving competitive advantages from its
IBMs Positioning In Nov 3 2011 Gartner Magic Quadrant, IBM is named a leader in E-Commerce IBM offers end-to-end integrated offerings with support for web analytics through order management IBM has extensive vertical experience across both B2C and
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proprietary platform, and strategic partnerships with both its vendors and clients.
B2B with enterprise-class marketing and selling capabilities. IBM offers more customization and increasing levels of extensibility as companies grow
Customer and Supplier Integration & Collaboration IBMs Positioning IBM differentiates with a single platform architecture for B2B integration and Managed File Transfer, offering more complete solutions. Stronger partner network.
Competitor Axway is our strongest competitor in the Managed File Transfer market, delivering a compelling POC with multiple products they can position for both A2A and B2B file transfers. They are a point product vendor. GXS operates one of the world's largest B2B e-Commerce networks, connecting thousands of trading partners and managing more than a billion transactions each year. It also offers EDI software and services.
GXS is heavily reliant on third-party B2B gateway software technology, limiting future development and presenting future stability risk. Their lack of integrated solutions and IBM's superior customer service position IBM as a stronger competitor in the market place.
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Sell IBM Integrated approach to ERP

Smarter Commerce for a Smarter Planet
As part of IBM's Smarter Planet initiative, Smarter commerce recognizes that the sale is just one aspect of the experience. As with traditional commerce, the customer is at the center of all operations. Smarter commerce turns customer insight into action, enabling new business processes that help companies buy, market, sell and service their products and services. Banking Smarter Commerce by IBM helps to put the customer at the heart of business models, and can help banks be more competitive. Banks that are using the approach are emerging as the leaders in today's industry while they shift away from product-oriented services, and silos, toward offering personalized client centric service. The Consumer Electronics industry is faced with unparalleled change. New product introductions are frequent, and often eagerly awaited. These products often have a short lifecycle, too, meaning that it is imperative to maximize revenues per product in a short time frame. In addition, consumers have become "massively connected" - they don't want standalone products, they want devices that can communicate with one another and interoperate to provide a more compelling and interesting experience. These changes call for a new path forward that IBM calls Smarter Commerce, creating customer-driven buying experiences and adaptive supply chains. For a consumer products company to transform their value chain, it must have the capability to apply insights from a 360-degree customer view and comprehensively track and monitor demand information. It must also provide a single face to the customer that masks an organization's internal operations, which can result in a positive customer experience. IBM's Smarter Commerce solutions provide a new approach that transforms how quickly consumer product companies can better manage the consumer and customer experience along with creating a more adaptive supply chain. In today's world--where consumers trust the recommendations of retailers significantly less than they do those of other consumers-retailers must foster brand advocates who will promote their brand to other consumers for them. Such advocates are created by deepening the relationship the consumer has with the retailer through increased trust and a differentiating brand experience. We call this path forward for retailers Smarter Commerce... focusing on the consumer's brand experience, while improving operational efficiency.
Consumer electronics
Consumer products
Retail
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Communications
In today's communications market--where customers have greater choice that ever--service providers must foster customer advocates who will promote the service provider to other customers as well increase their spending with the provider. Customer advocates are created by deepening the relationship the customer has with the service provider through a superior customer experience and differentiating product and service options. We call this path forward for communications service providers Smarter Commerce...focusing on deepening their relationships with their customers to build greater customer loyalty while improving operational efficiency to protect fragile margins.
Video: Smarter Commerce - Redefining the value chain Duration: 2.22 http://youtube.googleapis.com/v/qOc6x4D_W9A Video: Smarter Commerce at J.J. Keller & Associates Duration: 1.56 http://youtube.googleapis.com/v/d7ioh_2lpm4
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A sales conversation example
For many midsize firms, IBM is widely classified as a "big-ticket" platform which is perceived as expensive and complex to manage. Let's see how we can overcome this kind of misconception in a sales conversation. Customer My company doesn't seem to be making the most of its marketing budget, and although we've seen some interesting options from RoboHead we'd like to know what IBM has to offer. Ok, so you're telling me that your product is the best, but that's what all salespeople say. Tell me, how can IBM's offering help me to solve my problem with my marketing budget? Ok, that sounds interesting, but what about eCommerce? what does IBM have that will facilitate opening a new eCommerce platform? Up to now, the most attractive offering has been DemandWare's. IBM BP Well, I think we might have just the Marketing Management tool that you need. In the 4th Quarter of 2011 IBM was positioned as the leader in the Gartner Magic Quadrant for Integrated Marketing Management. Our Unica Marketing Operations onDemand has a strong budget planning feature ensuring on time and on budget campaign delivery, and its flexible, easy setup meets virtually any departmental paradigm. Now that you mention it, we were also named by Gartner Magic Quadrant as leader in eCommerce solutions last year. IBM has end-to-end offerings which support everything from web analytics to order management and offers more customization and increasing levels of extensibility as companies grow. I think IBM Websphere Commerce on Cloud could be just what you're looking for. I think you might be very surprised when you look at the numbers, IBM's modular approach allows midsize companies like yours to implement solutions at any stage of the eCommerce cycle and build as their company grows. This way the expense keeps pace with your budget, let's set a follow up meeting and we can look at the figures, I'm sure you'll be impressed.
It seems worth considering, but won't this all be very expensive? My impression is that IBM is not exactly cheap!
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Quiz on IBM Midmarket Smarter Commerce
Which of the following would be classed as competitive differentiators for IBM over the competition?
IBM offers complete solutions and the expert knowledge and thought leadership to back them up IBM offers end-to-end integrated solutions with support for web analytics through order management IBM has the most comprehensive benchmark reporting by industry All of the above
That is correct! All of the answers are correct when referring to the competitive advantages of Midmarket Smarter Commerce.
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Handle a sales conversation
What would you respond to a customer who says that he can't see the sense in paying for a web analytics application when Google Analytics is free?
IBM differentiates with a single platform architecture for B2B integration and Managed File Transfer, offering more complete solutions. IBM Coremetrics is the market leader in web analytics, it has greater market share, superior ability to integrate with other processes, better digital marketing capabilities especially in marketing attribution and real-time analytics.
Reset
That is correct! Although no answer is wrong, only the second answer is relative to the customer's question about web analytics.
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Conclusion
This is the end of the learning module Midmarket Smarter Commerce. In Know Midmarket Smarter Commerce you learned about the IBM approach to Smarter Commerce, the benefits and the solutions portfolio In Sell Midmarket Smarter Commerce you learned about the selling process, target clients, top challenges, competitive landscape and read examples of how to handle a sales conversations.
To review Learn and Earn deadlines please access the Terms and Conditions located on the Know Your IBM (KYI) site at http://www.ibm.com/partnerworld/knowyouribm. Once you enter the quiz, you will not be able to return to the module so please ensure you have reviewed the entire module in detail. As a Know Your IBM user you have the option to view education modules in numerous languages. Please note that you only get rewarded once for completing each module. Good luck!
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Midmarket Smarter Commerce

Redefine commerce in the age of the smarter customer

Know Your IBM

Know Your IBM

Know Your IBM

Know Your IBM

Know Your IBM

Know Midmarket Smarter Commerce

Know Your IBM

Know Midmarket Smarter Commerce

Know Your IBM

Know Midmarket Smarter Commerce

Know Your IBM

Know Midmarket Smarter Commerce

It maximizes the insight generated through customer interactions

It capitalizes on social and mobile commerce

It increases margins by boosting efficiency at every stage of the commerce cycle

Know Your IBM

Know Midmarket Smarter Commerce

Know Your IBM

Know Your IBM

Sell Midmarket Smarter Commerce

Know Your IBM

Sell Midmarket Smarter Commerce

Finding Customer Pains

Qualifying the Customer

Closing the sale

Know Your IBM

Sell Midmarket Smarter Commerce

BUY: Supplier integration and collaboration

Know Your IBM

Sell Midmarket Smarter Commerce

My company needs to improve the customer buying experience.

Know Your IBM

Know Your IBM

Sell Midmarket Smarter Commerce

Position Marketing Head

Know Your IBM

Sell Midmarket Smarter Commerce

Know Your IBM

Know Your IBM

Know Your IBM

Sell IBM Integrated approach to ERP

Know Your IBM

Know Your IBM

Sell Midmarket Smarter Commerce

Know Your IBM

Sell Midmarket Smarter Commerce

Know Your IBM

Sell Midmarket Smarter Commerce

Know Your IBM

Know Your IBM

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