Posts Tagged ‘enterprise marketing management’
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 mentioned in previous posts the upcoming IBM Smarter Commerce Global Summit that will be held in Orlando, Florida September 5-7.
As the overview for the event explains, there’s no question that your customers are in charge. They now have more information, more access, and more influence than ever, and it takes a smarter marketing organization to keep up with these ever smarter customers.
The Smarter Commerce Summit 2012 provides a great venue for business execs and practitioners to come together and gain insight and access to resources that enable them to more effectively connect with those customers.
The event combines over 150 business and practitioner breakout sessions comprised of new technology, best practices, industry perspectives and visionary thinking, all to help you potimize your own business.
It is the single largest gathering of experts and peers for discovering new solutions to today’s most complex digital challenges.
We’ve recently announced our keynote speakers, including Guy Kawasaki, founding partner and entrepreneur-in-residence at Garage Technology Ventures and a one-time Apple executive. I saw Guy speak at the IBM Smart Camp Global Finals earlier this year in San Francisco, and have enjoyed his keynote discussions at SXSW Interactive for a number of years. There’s only a handful of speakers around who can get you re-energized about the opportunity technology presents for innovation, while entertaining you in the process, and Guy is definitely one of them.
At the Smarter Commerce Global Summit in Orlando, Guy will discuss “Enchantment: The Art of Changing Hearts, Minds and Actions,” a talk based on his tenth book that explains how you can not only get your own way, but also bring about voluntary, enduring and delightful change in your organization.
The Session Preview Tool is now available to give you a glimpse of some of the sessions you’ll find on the ground in Orlando, and remember, you can also follow #ibmscgs via Twitter to keep up with key announcements and information leading up to the event.
As of press time, my associate Scott Laningham and I will be in attendance as we were in Madrid, providing on-the-ground blogging and Webcasting coverage so you can better understand how IBM is helping companies around the globe practice smarter commerce.
If you’re already sold on the idea and just want to know where to go register, visit this link for all the details and the registration form.
Remember that team of blackjack-playing cohorts from MIT in the book (and, later, movie) “Bringing Down The House,” who fleeced a number of Vegas casinos before they were invited never to grace their gambling doors again?
Well, IBM executive and Unica co-founder Yuchung Lee was one of those who was asked not to come back. Permanently.
Which is okay by those of us at IBM, as we’re keeping him way too busy to bother with card counting.
Instead, Lee’s mathematical prowess is being applied to help companies improve their marketing capabilities, a key ingredient in the IBM Smarter Commerce soup.
Doubling Down On Enterprise Marketing Management
As Lee explained in his keynote session this afternoon here in Madrid, “this is the first time we’re bringing together Coremetrics and Unica.” He also highlighted the fact that out of the 1,700 participants here at the Summit, over 1,000 are marketeers!
Lee provided a broad overview of the Enterprise Marketing Management portfolio at IBM, explaining that “we’ve shared progress as a group within IBM over the past year,” sharing that also incorporates lessons learned from both the market and IBM customers.
“The pieces of our portfolio are better connected,” Lee explained, but also highlighted the fact that “We now have a more comprehensive suite for relevant and personalized offers across all channels, and social media,” a capability recently introduced in Unica 8.6
The social buildout also incorporates enterprise analytics, tag management, and full mobile and social market capabilities that tie more closely together the marketing automation experience with the social realm.
Acquisitions That Count
Lee also debriefed quickly on two recent acquisitions, DemandTec, which expands IBM’s EMM offerings with pricing, promotion, and product mix optimization, and Tealeaf, which rounds out IBM EMM solutions with customer experience management and analytics.
As Lee explained, “A picture’s worth a thousand words,” and that’s precisely what TeaLeaf provides, the ability to look at snapshots of individual user sessions to help determine where, exactly, it is that you’re driving them crazy with your convoluted web experience!
But where Lee really “hooked” the audience was in his observations about the Generation C customer, who is more connected and in control than ever! Did you know that 4 in 10 smartphone users search for an item in a store? Or that 77 percent of B2B buyers check with their peers before buying?
If you didn’t know that, then this is your reality check and maybe it’s time you get more focused in your own customer centricity. Marketing, Lee suggested, must “move beyond its silo and focus on business value.”
Which, he expanded, means that it must work more closely with other disciplines and functions, including merchandising, on- and offline sales, customer service, and even with IT.
Marketing must move that customer centricity beyond marketing as well, so that they understand and influence the entire customer experience, as well as “own the operational process to influence social conversations.”
But, Lee indicated, they can’t stop there. Marketing must also share customer insights with other parts of the business so that all functions can benefit from these insights.
Finally, they must extend that sharing of customer insights with other key stakeholders who can benefit: Partners, agencies, customer communities, and so forth.
Lee also explained that many organizations must adjust their marketing cultures to fully capitalize on the “Generation C” (“C” for “connected”) culture. They must build organizations that balance analytics and creative talents (easier said than done!), work with IT rather than around IT, and break down marketing siloes — digital and traditional marketing must consolidate and collaborate.
Finally, accept mistakes and learn from them, and be agile enough to iterate and improve upon them. As even Lee can explain, there are only so many opportunities to double down in blackjack, and in business.
The enterprise marketing management opportunity vis-a-vis IBM’s Smarter Commerce strategy is one of those rare opportunities.