Archive for the ‘smarter commerce’ Category
Alisa Maclin is Vice President of Marketing for IBM’s Smarter Commerce Initiative. Smarter Commerce is a unique approach designed to help companies better integrate and more effectively manage their value chain — including buy, market, sell, and service processes — to put the customer at the center of decisions and actions.
IBM’s Smarter Commerce portfolio consists of software solutions, including over $2.5B in recent acquisitions, as well as consulting and implementation services and workload optimized systems.
Previously, Ms. Maclin was Vice President of Market Strategy and Planning for IBM Global Business Services, with responsibility for developing and executing marketing strategy for IBM’s consulting and application management business worldwide.
Ms. Maclin has more than 20 years of global marketing and sales leadership experience at IBM, including executive roles in IBM’s Software, Global Services, and Sales and Distribution divisions.
We sat down with Ms. Maclin recently at the IBM InterConnect event in Singapore to better understand the evolution of the Smarter Commerce story over the past few months, including the announcement of the new IBM Marketing Center, which has been described as a “multipurpose cloud-based suite aimed at organizations that want to take advantage of the Smarter Commerce capabilities without having to invest in their own IT infrastructure.”
We discussed this, and much more, during our few minutes together in Singapore.
I’m still on the ground here at the IBM Smarter Commerce Global Summit in Orlando, Florida, but time is short and I have a plane to catch.
I bagged at least 14 on-camera interviews yesterday, for me a new record, and Scott Laningham and I bagged another 8 or 9 on Wednesday.
Tell me what day is is again?
Ohhh…oh yeah, it’s Fridayyyy! TGIF!
I get to go home today!
So here’s the deal: I was SO busy conducting the video interviews in the Smarter Commerce Solutions Center, I had precious little bandwidth for sharing all the great news emerging at the event here in the Turbo blog.
So, I’m going to try and do a quick little catch-up here.
First, today’s news: New Services From IBM to Accelerate Customer Engagement Efforts for CMOs and CIOs
This is a new set of services from our own IBM Interactive digital arm to help businesses build and expand their digital presence. Mucho mas details here.
From Wednesday: IBM Accelerates Smarter Commerce through Intelligent Guided Customer Experience
This is new software and services designed to help Chief Marketing Officers (CMO), Chief Procurement Officers (CPO) and other key line-of-business executives realize quicker business results by delivering intelligence guided customer experiences, across all digital channels, aligned to the buying and shopping preferences of each individual.
This new Smarter Commerce initiative consists of cloud-based software and services, including:
- IBM Marketing Center, an IBM SmartCloud Solution that integrates digital analytics with real-time marketing execution capabilities into a single solution that allows CMOs to better meet customer needs by quickly analyzing customer shopping patterns and turning these insights into intelligent offers that are personalized to each person.
- A new Smarter Commerce managed services offering that helps clients more rapidly and effectively deploy and manage their ecommerce environments.
- A new offering for Strategic Supply Management, available on-premises and as a SmartCloud solution that speeds and improves supplier governance, risk and compliance.
IBM currently analyzes more than $100 billion in commerce transactions per year in the cloud. Current IBM customers that have embraced cloud-based Smarter Commerce offerings include RadioShack, Bank of Montreal and Urban Outfitters.
With these new offerings, IBM can provide customers with automation and intelligence while accelerating and improving marketing, sales, customer service, procurement and supply chain management. More on that announcement here.
The Emerging CMO
I mentioned earlier we conducted a number of interviews, which Scott and I will be featuring in our respective blogs over the next few days (weeks?) as time and space permits.
I’ll start with our first day of interviews, where Scott and I had the opportunity to speak with Forrester Research “boomeranger” David Cooperstein, who’s in his second stint at that consultancy and focusing on the milieu of the Chief Marketing Officer.
David spoke to some of the concerns he’s hearing from CMOs, including the real fear of losing control of their brand and the emerging focus shift from creative- to analytical-driven marketing.