The document discusses how business ecosystems are becoming more instrumented, interconnected, and intelligent due to increasing mobile connectivity and proliferation of channels. It argues that organizations need to challenge traditional business models and urgently manage their channel mix to exploit these trends. The document provides an overview of IBM's social selling capabilities which include discovering customer insights, engaging expertise across organizations, acting on profitable opportunities, and maximizing reach through mobile devices. It describes different starting points for social selling and engaging expertise across organizations.

1. The Future of Business Ecosystems
Roy Lee
Leader: Mid Market Marketing Europe

2. Our world is instrumented, interconnected and intelligent
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3. Channels continue to proliferate
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4. Mobile connectivity increases
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5. “Some aspects of traditional business
models need to be challenged and re-
defined to exploit the opportunities
these trends present”
“The need for organisations to shape and
manage the right channel mix has never
been more urgent”
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Source: IBM Smarter Channels Whitepaper

6. Channel selection remains a primary challenge
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7. Customer want to know:
“How to align products/services,
customer segments and channels with
brand positioning”
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8. Zero Moment Of Truth
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9. Collaborating across the Ecosystem
Sale Force Automation Social Selling
Focus on People
Focus on Data
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10. Social Selling Capabilities
Discover
Understand your Engage
customers better than Apply expertise from
the competition across the Ecosystem
Act
Reach Focus on
Spend more time with opportunities that
customers create the most profit
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11. Discover - Understand your customers better than the competition
Know what customers are talking about and what they like
and don't like through sentiment analysis of social data
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12. Engage - Apply expertise from across the Ecosystem
Easy access to experts so you get customer questions answered
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13. Engage - Apply expertise from across the organization
9/14/12
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14. Act - Focus on accounts and opportunities that create the most profit
Use predictive analytic models to focus on the right deals and
recommend the best products and pricing
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15. Reach - Spend more time with customers
Access to experts, content and communities from Apple, Android,
RIM and Nokia mobile devices
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16. Reach - Spend more time with customers
Collaborate with customers remotely with a rich set of social tools
16

17. Engagement with Experts across the Ecosystem
Sales Marketing Support SCM HCM ERP
Delivers
l Higher close rates
l Lower churn of important accounts
l Tighter customer relationships
l Shorter sales cycle
l More competitive wins

18. How To Get Started

19. Different starting points for Social Selling
Engage expertise
Discover insights across the organization
about your customers
• IBM Connections
• IBM Cognos Consumer • IBM Sametime
Insight
Act on opportunities that
Maximize Reach with create the most profit
your customers
• IBM Cognos Express
• IBM SmartCloud Engage • IBM® SPSS® Decision
• IBM Customer Experience Management
Suite
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20. Roy Lee,
leeroy@uk.ibm.com
Twitter: @roylee111
© 2011 IBM Corporation