IBM Business Partners, full year, go-to-market plan template, the Marketing Planning Approach.

1. © 2012 IBM Corporation
EUROPE IOT
Full year Go to market plan template – IBM BA
Business Partners

2. Marketing Planning Approach – Covering key elements of plan
1. IBM Software Revenue Targets - Determine Growth needed
2. Identified Growth Areas - Example Capabilities: Analytics (CFO), Big Data (CIO,
IT) – Performance Management (Office of Finance), Customer Analytics (CMO),
Risk Analytics (CRO)
3. Projected Revenue for Growth Area - How much of Target Revenue needed
4. Projected amount of Leads Needed - Can range between 3x Revenue to 6x
Revenue
5. What is the Target mix % from New & Existing Customers
6. Marketing & Sales Resources in the Company
7. Target Industry, Audience and Target Message for Conversation
8. Marketing Planning Framework to Select right Tactics along Buyers Journey
9. Raising awareness of BP capabilities within IBM
10. IBM benefits - Marketing

3. Understanding Your Business Model
Example Category: Analytics
(CFO), Big Data (CIO, IT), PM
(Office of Finance), Customer
Analytics (CMO), Risk Analytics
(CRO)
Growth
Area -
XXX
Identified growth area
Select Growth Area
21 SWG BA
licence Revenue
Targets
Current
Software
Revenue
Target
Software
Revenue
How much do you need to
grow?
$xx
$xx
Project Revenue
from Growth Category
3
How much of Target Revenue
from this Category?
Growth
Area -
XXX
$ How much
 What is Current IBM BA Software Transactional Revenue?
 What is target growth for IBM BA Software Revenue?
 What IBM Software Capability Market Growth Categories are focus area to obtain this growth?
 What is projected Revenue from Market Growth Category area?
 What is Average Deal Size?
-Do you want to
use Marketing to
help achieve
Revenue target?
- Determine
Objective of
Marketing Plan

4. How many Validated Leads do you need to achieve Transactional
Revenue?
Is it from New Customers or Existing Customers?
 How much pipeline is needed to meet Target Revenue Objective? Is it 3x amount of Revenue or
5 x amount?
 What % of leads need to be from NEW customers? What % leads from Existing Customers?
4 Projected Validated lead
revenue needed (Pipeline)
Can range between 3x Revenue
to 6x Revenue
Growth
Category
–Lead
amount
$xx
What is the Target mix % from
New & Existing Customers
5
Growth
Category
New
Existing
xx%
xx%
- To meet the
Objective of
Marketing Plan
will you need to
purchase a
customer list or
leverage
agency, VAD?

5. Marketing & Sales Resources to support Marketing Plan
6 Marketing & Sales
Resources in the Company
Determine current staffing capacity to
create and progress leads
xx
# of
Marketing
People
xx# of Sales
xx# of
Technical
-Do you have
Marketing
resources?
-Do you have
enough sales
people to Progress
Leads to Win?
 Is business model primarily Sales Driven, Technology Driven, Marketing Driven?
 If leads are generated, will Sales be able to handle the amount of leads and Progress Leads to Win?
 How do sales and consultants feedback information to marketing to amend marketing campaigns eg
message, medium etc?

6. Select Industry and Target Audience
7
Industry
Industry xxx
Audience
Small, medium, large size
Companies - all Where City/ Region
Audience profile Customer
Size
Category
–xxx
Target Audience Selection and Main Message for Conversation
 For your Market Growth Category, what are the target industries?
 Target audience? CIO, CFO, IT?
 What is the main message to start and continue the conversation with the Target audience?
 Size of Customer? Where are Customers located? Cities/ Region
Customer
Need
Main Message to solve problem
Get the conversation started
Continue the conversation through the Buyers Journey

7. Objective Grow Revenue by $200K Industry Retail
Target Audience & Customer Need
Key Message
CMO, Marketing Directors
Using customer data to
determine/understand what
customers want.
Specific Customer Need: Predict
which customers are at risk of
leaving and retain them
IBM Software Capability: Market
Growth Category
Analytics (Customer Analytics)
Start conversation Make case Meet Experts Sales Handoff
Buyer Journey Learn Solve Compare Purchase
Information need Problems the industry is
focused on. Thought leadership
Looking for Solution that
address specific Pain point
Start to compare features &
functions
Serious about moving forward &
talk to an expert
What format Social media Conversation
about problem areas, Success
stories, Case Studies
White Papers, Cases Studies Guided tours of products,
Online demos. Opportunities to
meet with the experts
Client References
How Interaction Online communities, Blogs, web
site, Telemarketing to target
industry, audience list .
Spending Categories:
Advertising. Direct Marketing
(purchase list) Social Media to
generate demand. Digital
Marketing, TeleMarketing
Presented by a Speaker at
Webinars, Educational videos,
on Web Site or Face to Face
events. Spending Categories:
Digital Marketing, Customer
Conference or Marketing
Seminar, Trade Shows (IBM
Led, Third Party Trade Shows)
Series of small focused face to
face Marketing Seminars
designed around topics,
Customer Conferences with
Subject Matter Experts.
Spending Category: Digital
Marketing, Customer
Conference or Marketing
Seminar, Trade Shows (IBM
Led, Third Party Trade Shows)
Focused marketing seminar
meet the expert with Sales team
in attendance. Spending
Category: Customer
Conference or Marketing
Seminar
Example of completed Marketing Plan
Time period – 2014 (12 months)

8. Objective xxx Industry xxx
Target Audience & Customer
Need
Key Message
xxx IBM Software Capability: Market
Growth Category
xxxx
Start conversation Make case Meet Experts Sales Handoff
Buyer Journey Learn Solve Compare Purchase
Information need
What format
How Interaction
Business Partner Name:
Marketing Plan Framework Worksheet – Full Year 2014

9. Business Partner:
Marketing Plan Contact:
Plan Specifics and Action Items
Capability - Market
Growth Category
Industry: Audience:
Required Lead Amount $xxx,xxx
Campaign Tactics & Stage in Buyers Journey
When in
Market
Month/Qt
Expected
Result
Lead Amount
Owner
<Specific Activities >
Funding source &
amount
<Date> <Target> <Name>
<Specific Activities >
Funding source &
amount
<Date> <Target> <Name>
<Specific Activities >
Funding source &
amount
<Date> <Target> <Name>
<Specific Activities >
Funding source &
amount
<Date> <Target> <Name>
<Specific Activities >
Funding source &
amount
<Date> <Target> <Name>
<Specific Activities >
Funding source &
amount
<Date> <Target> <Name>
Total BP Marketing
Budget
Total

10. Calendar of Important dates (may want to consider Partner leveraging IBM local &
WW events within their marketing campaign – look at Big Blue planner)
Jan Feb March April May June
IBM marketing
activities
Vision
Learn
Solve
Compare
Purchase
July August Sept Oct Nov Dec
IBM marketing
activities
IOD (Las Vegas)
Learn
Solve
Compare
Purchase