IBM held a business partner kickoff event in 2013 to discuss strategy. Jan Simonsen from IBM presented on creating IBM's strategy map to visualize goals, strategies, and tactics. Understanding IBM's strategy helps partners explain their value proposition, understand their own goals and role, and build a smarter business. Partners were asked to analyze, understand, and use the strategy map to improve their skills and grow their business. The strategy map is a tool to keep strategies and tactics aligned to achieve goals.

1. IBM Business Partner Kickoff 2013
Creating the IBM strategy map
Jan Simonsen,
Business Unit Executive
SWG Channel Nordic
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2. All men can see the tactics I use to conquer, but what none of
them can see is “the strategy out of which victory is evolved.”
Sun Tzu
However beautiful the strategy,
you should occasionally look at the results.
Winston Churchill
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3. Learning
How can the following benefit you as Business Partner?
1. Understanding a strategy map
2. Knowing the IBM Strategy
3. Understanding your own strategy and the market
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4. Why strategy (for us)?
To understand why you do what you do
(and what you need to change to stay on course)
To understand (and show that you understand)
your own and the customer plans and needs
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5. What do your partners and customers really want ?
“SELLING WONT HELP – BUT HELPING WILL SELL"
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6. How much do you KNOW about your own,
IBMs and customers strategies!
No guessing !
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7. 2 bn pipe
800m valid
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8. The Strategy Map - Keeps it simple
A way to visualize the goals strategies and tactics
which a company has in place to perform as promised
to its shareholders, employees and community.
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9. Grundfos
Strategy Map Longevity – Grundfos a company Built to Last
Financial Health
Plan for Growth People Strategy Technical R&D Sustainability
---------------------------------------------------------------------------------------------------
Debt free = invest ready
Leveraging Human Capital Innovation & Invention
Existing Markets Emerging New Products & Services First of a kind products
Markets
Grow Services business Plan for future Innovation intent – by Turnkey projects – More intelligence in
growth; 2025 a third of the pump stations products
Grow services to be turnover generated by
*Global perspective,
30% of total revenue by products & services Security , Intellectual
*Production outside E-learning
2015 which extends beyond Property (IP)
EU,
• Expand the business the core business
* Structural adaption Pro-active services ->
• Pumps that add value Focus on innovation
New products will professional end-users
Take the lead by generate 1/3 of the
•Instrumention of opening new Improve cross selling Constant improvement
revenue
pumps and a need to markets and create of product development
collect the data from business based on •Solutions incl services increase with 10%
Increase market share
pumps the need for in water utility •Projects
•Act and provide sustainable segment Re-inforcement of
solutions •Products
services on the Change to more research and
collected data Establish strong technology
Maintain by Customer service oriented Grow through solutions
position in China development ensuring
Loyalty business not yet developed
production capacity
close to the market
Support for Growth initiatives
Customer Insight; get •Acquisitions Competence center close Partner Relationship
closer to the end-user to Copenhagen with as part of value chain
•Growth through new clusters in Russia and
business areas France to capture market
•Staff growth 18 000 share
– 75 000
GOAL STRATEGY TACTIC

10. Grundfos
Strategy Map
Longevity – Grundfos a company Built to Last
Plan for Growth Financial Health Technical R&D People Strategy Sustainability
---------------------------------------------------------------------------------------------------
Debt free = invest ready
Innovation &
Invention Leveraging Human Capital
Invest in latest Control Costs Invest in latest IT Global Working CSR Develop
technology to support technology culture organizational
Innovation culture to foster
= transformation
and promote
Enabler Develop the Green Focus
sustainability and
organization to
environmental
Invest financial surplus Operational Best in Class IT become more CO2 emission responsibility
in new sustainable Excellence & Internal environmental must never
technologies, products progress efficiency responsible exceed 124 000
Supporting Platforms
and solutions tons per year
Support
Constantly improve Become a unified Act on climate awareness in the
Invest in New Variable vs fixed cost company by changes
performance of the world – about
technologies & product organisation climate changes
Benchmarking • Become truly
solutions Government and the need for
internally & externally Global
Work Smarter = regulations sustainable
Investments in R&D • Consultning
Smarter Worker Communication energy
2011 – 1 BDKR Approach, consumption and
Capital investments to •Across people/regiion
Logistic RFID / • Attracting people production
double in 2011-< 1,5 companies
BDKR Tracking / Smarter Keep mindset with Publish the
• Ease of comm tools 75 000 employees Grundfos view to
Employeer of choice
2025 (EOC) influence
politically & in
By on-boarding / off
Attract right people community
Supremely optimized boarding of
employees
Inter cultural with many Sustain market
nationalities involved leader position
SCM optimization Focus on core skills
Grundfos Brand as EOC
Stronger Procurement 24x7 Education -> Focus on
Involvment ”E”cademy; internal customer needs &
Secure satisfied and
& external Satisfaction –
motivated employees
Business Process loyalty score 82
Manufacturing / out of 100
Optimization Employee Satisfaction
& motivation
•Need to increase
satisfaction -> decline
from 2007-2010
•Talent Development
GOAL STRATEGY TACTIC

11. IBM 2015
What do you know about the IBM 2015 strategy?
What are the 6 levers that will drive $10 EPS to $20 EPS
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12. 6 Levers driving USD 10EPS Growth
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13. IBM
Strategy Map
2015 Roadmap => $20EPS
Provide long term Lead the Industry Employer of
Revenue growth (focus Making Customers:
Value to Choice
---------------------------------------------------------------------------------------------------
on SW) providing
Business Value to
• More Innovative
• More Competitive
• More Effective:
Shareholders
(70Bn)
through Innovation/
Ability to adapt to a
changing Environment
(Leverage Human
Capital)
Customers
Growth Growth Smarter World leader in Cloud Base
Growth
Initiatives Markets (30% Planet Business (7Bn by 2015) Growth
Initiatives
(20Bn by of GEO Rev (10Bn by 2015) Analytics
2015) by 2015) (16Bn by 2015)
Expand, Share Repurchase
Operating, Pre- (50Bn in stock
15 Smarter Cities BAO Industry Solutions Tax & Net purchases) & 20Bn in
Growth Security Margins Dividend
Smarter Commerce Predictive Analytics
Plays Information Mgmt
Doubling Branch Strengthen Business
Locations Partner Eco System
Organic
(100 beyond Large (27000 BPs
Cities & BRIC) certified)
Operating Leverage
Broaden base
Skills and R&D Improve
Enterprise Shift to higher Divest
Capabilities margin Business Commodity
Productivity
(8Bn by 2015) ( change margin Businesses
mix)
Leverage Anchor
Clients
130 Acquisitions since 2000 (Software); 28 in Business Analytics.
Acquisitions Partnerships
2011: TRIRIGA, i2, Algorithmics, Q1 Labs, Curam
Shared services
(Bharti Airtel) •Software 50% • PC Business
(20Bn) 2010: Netezza, Sterling Commerce, Lombardi, Intelliden, Initiate Systems, Cast Iron Systems
BigFix, Coremetrics, Datacap, Unica, PSS Systems, OpenPages, Clarity Systems •Services 36% • HDD
End-to-end process
Become premier Global
transformation •HW 13% •Printers
Integrated Enterprise
Broaden
Grow smarter •Integrate BAO • Bus Process as a
Portfolio planet offering into other Service
(Buy vs Build) Offerings • Platform as a Accelerate integration Focus on Open
Service for IBM’s global Technology and
•Introduce BAO
• Infrastructure as a operations high value
Offerings per
Service Solutions
Industry
• Software as a
Service Sales Excecution
Big Data Initiative
Cross Industry
Expertise
Knowledge Build a talent pool of
Hubs Focus Resources on
Distribution (China, Brasil, 9000 expert
Client oriented Work
Africa) Consultants
GOAL STRATEGY TACTIC

14. IBM
Strategy Map
2015 Roadmap => $20EPS
Revenue growth (focus Making Customers: Provide long term Lead the Industry through
Innovation/ Employer of Choice
---------------------------------------------------------------------------------------------------
on SW) providing
Business Value to
Customers
• More Innovative
• More Competitive
• More Effective:
value to Shareholders
(70Bn) Ability to adapt to a
changing Environment
(Leverage Human
Capital)
Integrate aquired Predict Recruitment +
Corporate Deliver Integration Smarter Enter R&D employees faster (stay attrition in Retention
Social and Innovation to Planet Public Strategy or leave) key roles in Growth
Responsibility Clients (10Bn by 2015) Social Area (6.3Bn) Markets
Agenda
Launch Breakthrough
Focus on high IBM Docs Technologies to
www.ibm.com/ibm/responsibility
Shift from point capture
solutions to growth Industries: Anticipate & Plan Resource & Skills Requirements
Transformational
integrated solutions •Health care to support 4 Growth Initiatives
Opportunties
•Retail (Watson)
• FSS
Expand IBM’s Talent & Leadership Development
capabilities to help •Telecomms Cloud: Security & (Ranked #1 by Fortune)
customers manage Privacy Focus
risk Expand Smarter
Cities Initiative
Maintain US
Help Clients to turn Patent Leadership
Information into Expand Smarter
Insight Commerce
(BAO Agenda) Capabilities IP Protection
(Revenue Source)
Global Services
Integration Hubs
GOAL STRATEGY TACTIC

15. How much do you KNOW about your own,
IBMs and customers strategies!
No guessing !

16. How can knowing the strategy map help you ?
1. To be able to explain it where needed
(It is your biggest part of a value proposition)
2. It helps you understand your own true goals & needs
(It shows how much they mean to you)
3. It reminds you of the bigger part you play in building a
smarter business/company (which is much more than
closing any deal)
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17. Call to Action….
1. Analyze
2. Understand
3. Build
4. Use Area on the Map Scale 1 – 5 Skills ?
(Goal, Strategy, Tactic) 1 = Room for improvement
5. Grow 5 = Excellent
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18. IBM Business Partner Kickoff 2013
Creating the IBM strategy map
Jan Simonsen,
Business Unit Executive
SWG Channel Nordic