The document discusses IBM's approach to integrating marketing and sales, emphasizing the importance of engaging with subject matter experts and creating compelling messages based on current affairs. It highlights strategies for improving communication through social media, community engagement, and earned media, while outlining key practices to avoid and embrace for successful collaboration. The overall goal is to bridge the gap between various corporate functions to enhance effectiveness and reach.

1. Bridging the gap between marketing and sales
An IBM experience story
@RONALDVELTEN
Director Marketing, Communications & Citizenship
1 © 2012 IBM Corporation
2011

2. Happy
valentine
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2 © 2011 IBM Corporation

3. h"p://www.fierfryslan.nl
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4. ibm.com/connect
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5.  http://www.emerce.nl/cases/kracht-sociale-software
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7. Share some day to day experience

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10. #3
+8%
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75.532Bn
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12. Our enduring idea: WORLD CHANGING PROGRESS
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13. In service of: FORWARD THINKERS
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14. Experienced through: The IBMer
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15. Experienced through: The IBMer
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16. Experienced through: The IBMer
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24. Experiencing hesitation to dive in
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25. How to close the gap

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27. Identified subject matter experts

28. And actively enabled them

29. we started with listening

30. Spotting relevant current affairs
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31. to create engaging messages

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From the outside in

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That share ideas…

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…and insights.

35. Distributed via the IBM community

36. Leveraged via
staged champions

37. Engaging the audience

38. Sharing our
Ideals & ideas

39. Extending our
presence
in earned media
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41. Which we leveraged as
event booster

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43. Got it ?
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44. Some examples
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53. Are we there yet?
Are we there yet?
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54. 1. Do not force social media adoption
2. Do not define your ambassadors too narrow
3. Do not underestimate labour and budget intensity
4. Do bridge pr, social, marketing and sales
5. Do create poster child examples; be proud get loud
6. Do think about your measurements (timely)
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60. @ronaldvelten
Linkedin.com/in/rvelten
ronald_velten@nl.ibm.com
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