The document describes IBM's use of gamification to motivate its inside sales team's adoption of digital tools and behaviors that drive sales. It overviews IBM's gamified SMART score system, which combines 22 metrics into a single number to simplify performance tracking. The system aims to encourage reps to engage in social selling techniques through a points and leaderboard system. The benefits are described as helping reps understand how digital activities impact sales, set targets, and try new techniques in a competitive but fun way.

1. November 12, 2013
Gamification: A Real Life Case Study
prepared for AA-ISP Dallas Conference
November 12, 2013

2. Douglas Hannan, Business Unit Executive
Inside Sales Marketing, IBM North America
@DouglasHannanUS
linkedin.com/in/DouglasHannan
@JBrowning
linkedin.com/in/jbrowning
Jeannette Browning. Digital Strategist
Inside Sales Marketing, IBM North America
ibm.com/myrep/dhannan ibm.co/jlbrowni

3. $17.6B
net income
About
170
countries
434K
employees
$104.5B
revenue
41%
Hardware
Services
Software
45%
14%

4. Inside Client Reps
Lead Development Sales
Inside Brand Specialists
Online Commerce Consultants
Inside sellers and the web
provide end-to-end coverage
for our clients
IBM Inside Sales
creates client value and drives growth

5. Digital contact tools are integrated into
the B2B sales engagement model.
Digital Contact Tools
Text Chat
Video
Telephone
Email
Social Media
IBM Rep Page / Web Presence
Marketing Content
Rep Driven Content
Contact Module with
Real-time
collaboration
Over 1000 sellers
use these tools
Social Media and video
embedded

6. Beginner Creator Collaborator Social Seller
Establish a web
presence
 Be findable
 Easy to reach
 Find new contacts
Create personal brand.
 Listen to the
conversation
 Send messages
 Understand
customer trends and
how IBM can help
solve problems
Multi-way
Collaboration
 Uses chat and video
 Adds value to
networks using
microblogs, forums,
and Social groups
Relevant leadership
 Clients contact you
 Constant mind-share
 Engaged earlier than
competition
Where we started: our strategy required a
skills transformation

7. Our Challenge: Too many metrics, too
many reports, too little time …

8. Governance & Policies
Identify Business Value
Phased Planning
Measurement
Management
System
Highly motivated advocates, initial low
level of adoption, focus on seeding
communities of information, value
returned in context for that lager user
community
Data has gained critical
mass and can now be
used as an asset in
other services for
improving findability,
integration with other
sales systems
Wider deployment with
growing rate of adoption
and content, value
returned immediately to
adopters, and overall
dataset growing in size and
quality
Integration
Progress Slowed
Adoption Curve

9. Our Solution: Gamify the Digital Metrics
to Motivate Behavioral Change

10. What is Gamification?
Gamification is the use of game design techniques, game thinking and game
mechanics to enhance non-game contexts.
• Typically gamification applies to non-game applications and processes, in order
to encourage people to adopt them, or to influence how they are used.
• Gamification works by:
 making technology more engaging
 encouraging users to engage in desired behaviors
 showing a path to mastery and autonomy
 helping to solve problems and not being a distraction
 taking advantage of humans' psychological predisposition to engage in gaming
Noun; Gamification - gam(e) + -ification. Verb; gamify gerund: gamifying.

11. Skills enablement programs
drive sales behavioral changes
Ambassador
Council
We value
PEER to PEER
Learning
We lead in
Sales &
Marketing
Integration
Innovation
Team
Leader
Board
We transform
Sales
Activities &
Behaviors
Editorial
Calendars
LinkedIn
Sales Plus
Social
Seller
Showcase
Intelligent
Listening
Rep
Pages

12. Gamification combines 10 reports into 1
number & makes it fun!
SMART
Score
22 Metrics into 1!
CRM
98

13. How does my SMART Score work? …
Royalty
Rock Star
Super Star
Star
Preferred
Good
Better
67
 Elements are
weighted for job
role and incentives
 Success stories most points
Point System: Value Demonstrated:
eContact click-thru = 1  Touching key contacts on campaigns.
5 Rep Page Visits = 1  Promoting Rep Page effectively.
Text Chat = 1  Clients knowing they are accessible.
Social Network Referrer = 1  Social Messages are driving action.
Sales Widget updates = 1  Rep page content is fresh.
Logged Customer touches = 1  Talking to customers & logging into CRM.
Opportunity Identification = 1  Incorporates basic sales activity.
Won & Lost opportunities = 1  Incorporates basic deal activity.

14. Gamification ensures we are using Social
Media to drive Sales Key Performance
Indicators (KPIs)
Focus on impact to sales process, cycle, and revenue vs. just digital activity.
Sales KPIs:
 Identify key sales triggers that drive OI
 Target audience executes call to action
 Breaking into accounts, new contacts
 Enhancing client experience
 Increasing reach to new buyers
 Social Messages are driving action
 Progressing opportunities
 Closing deals faster
 Increase win ratio
Social Selling Technique:
1. Social Listening
2. eContacts
3. LinkedIn Network
4. Rep Page Visits
5. New Visitors
6. Social Network Referrers
7. Text chats
8. ST Meetings
9. ST Video Meetings

15. Benefits to Sellers: Simplify business
metrics into a gamified system
Digital tool use ● Game Mechanics ● Expertise
 Encourages trying new techniques
 Drives social selling as a habit
 Understanding impact to sales
 Earn status relative to peers
 Saves me time viewing reports
 Set short term individual and team
targets
 Competitive Fun!

16. Rep Page helps to be ready when ever
and where ever, the client needs you!
Kekoa Kuhia
Enterprise Subscription and
North America - West Region

17. Teamed effort …

18. THANK YOU!