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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
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
http://www.ibm.com/partnerworld/knowyouribm
Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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
http://www.ibm.com/partnerworld/knowyouribm
Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
http://www.ibm.com/partnerworld/knowyouribm
Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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 Redefine commerce in the age of the smarter customer
http://www.ibm.com/partnerworld/knowyouribm
Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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
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.
http://www.ibm.com/partnerworld/knowyouribm
Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
http://www.ibm.com/partnerworld/knowyouribm
Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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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
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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
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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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
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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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 Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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Consumer electronics
Consumer products
Retail
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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer
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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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