This document summarizes IBM's establishment of a Global Market Insights team and global delivery center in India. It discusses how IBM structured its Market Insights discipline as one of six marketing functions. It then describes how IBM built a world-class delivery team in India to support the global Market Insights organization. The summary highlights that the global delivery center in India now executes large strategic engagements for clients worldwide, having shifted from initially providing more tactical support. It attributes the success of the global delivery model to factors like valuing global employees equally, focusing on major engagements, direct client involvement, and a highly collaborative approach.

1. © 2010 IBM Corporation
The IBM Global Market Insights Story
- View from Bangalore
Satyakam Jyotiprakash (Satya) – India Team Lead, Competitive Intelligence for GTS
Aug 26, 2010

2. © 2010 IBM Corporation
IBM Market Insights
2 The IBM Global Market Insights StoryAug 26, 2010
This presentation provides an overview as to how IBM has
structured its Global Market Insights team and has operationalized
its Global Delivery model
 Tell the story - IBM’s journey to establish the Worldwide Market Insights team
– IBM’s approach and why it is successful
– How IBM established a world class Global Delivery center for Market Insights in India
Purpose and Summary

3. © 2010 IBM Corporation
IBM Market Insights
3 The IBM Global Market Insights StoryAug 26, 2010
Corporate HQ
Sales and Distribution
Systems & Technology
Software Group
IBM Global Services
Business Unit
FunctionalDiscipline
Finance
Marketing
Strategy
Operations
HR
Market Insights is one of the six Marketing disciplines at IBM
Marketing Operations
Market Management
Market Insights
Integrated Marketing Communications
Distribution Channels Management
Technical Support Marketing
Marketing
Marketing Discipline

4. © 2010 IBM Corporation
IBM Market Insights
4 The IBM Global Market Insights StoryAug 26, 20104 IBM Confidential and Internal Use Only
Execute with a World Class MI Team
Build a Deep
Understanding of
Our Business
Lead Major
Engagements that
Drive Business
Impact
Deliver and Drive
New and Innovative
Capabilities into the
Business
Partner with
business leaders
Relationships
Market Insights ‘world class” goal is achieved by delivering true
insights while partnering with business leaders
Insight Development

5. © 2010 IBM Corporation
IBM Market Insights
5 The IBM Global Market Insights StoryAug 26, 2010
Operational Structure of IBM Global Market Insights
Industry
Insights
Competitive
Intelligence
Client
Research
Practices
Knowledge
Services
Market
Analysis
Segment
Analysis
Competitive Intelligence
Assess competitors strategies
and threats, anticipate
competitors’ movements and
deploy counter measures.
Client Research
Provides specific focused and customized insights
supporting critical strategic and tactical executive
decisions with an integrated research program which
has been designed using world-class best practices
that are flexible for use at the brand and country level.
Practice Areas
Internal consulting teams that provide IBM with the tools
aimed at improving resource allocation and business
performance. Focused on developing and delivering
frameworks and methods that address: Competitive pricing,
Channel optimization, Marketing mix analysis, Value
proposition creation, Segmentation, and Social Media.
Industry Insights
Provide industry level insights to
support every industry and
sector marketing team at IBM.
Knowledge Services
Share premium content about
market trends, issues, and
competition and provide
personalized research service
and self-service tools.
Market Analysis
Identify potential growth opportunities including
emerging technologies, geographic expansion,
new clients and adjacent markets. It helps IBM
in setting Sales Targets.
Segment Analysis
They are the relationship managers with other
Marketing, Sales and Strategy Executives. They
develop a comprehensive view of segment (i.e
country, product area, industry or customer set),
including a view of IBM and competitor performance,
market trends, and growth opportunities.

6. © 2010 IBM Corporation
IBM Market Insights
6 The IBM Global Market Insights StoryAug 26, 2010
IBM Market Insights Global Delivery Center
(based out of India)

7. © 2010 IBM Corporation
IBM Market Insights
7 The IBM Global Market Insights StoryAug 26, 2010
IBM Market Insights Global Delivery team works with other IBM
Market Insights teams across the Globe
Toronto
Lisbon
London
Raleigh, NC
Dallas
Vienna
Calgary
Bangalore
Manila
Ontario
Phoenix
Buenos Aires
Nashville
Beijing
Amsterdam
Tokyo
Los Angeles
Delhi
Dublin
ParisNew York
Houston
Singapore
Zurich
Santiago
Warwick
Naperville
IL
Madrid
Chicago
Berlin
Melbourne
IBM Market Insights
Global Delivery Hub
San Francisco
Dubai
Boston Moscow
Atlanta

8. © 2010 IBM Corporation
IBM Market Insights
8 The IBM Global Market Insights StoryAug 26, 2010
The transformation journey so far… from a pilot to an large
engagement … executing with the broader MI vision in mindScopeofWork
2006 2007 2008 2009
Increased Champion Program
Coverage, Industry Analysis
team realigned, Increased GTS/
GBS CI engagement
Indian Champion
Program piloted
Extended Champion Program,
and added Industry Analysis,
GTS, OA, and IAS portfolio ’s
Market Data inputs, CI
alerts , Newsletters,
Earnings Flash, Service,
Geo, Industry Presence etc
Industry Briefing Books,
Portals, Account Profiling,
Competitive Profiling, Market
Potential Assessment, Sales
guide, Spring & Fall Planning,
GTS Key Plays, Portfolio
Analysis, CI M&A Prospects.
Ecosystem Assessment,
Growth Potential, Emerging
Markets Assessment,
Future Threat Analysis,
Financial Models.
Value Addition
Thought leadership,
Strategy formulation,
Analytics, Consultative
focus, End to End
Engagement
Penetration within SWG MI
Geo Specific MI
?
2010
Size of Circle
shows Team Size

9. © 2010 IBM Corporation
IBM Market Insights
9 The IBM Global Market Insights StoryAug 26, 2010
A successful engagement model coupled with a long term
relationships is helping us move up the strategic value chain
 Capability comparison
 Buying-behavior Study
 Competitive landscaping  M&A Support
 Sales Battlecards
 Messaging Strategy
A shift from ‘Tactical’ to ‘Strategic’
Providing Facts Driving Actions
Focus on Detail Focus on vision
Data Driven Data & Idea Driven
Supportive Participative
Reactive Proactive
Process Driven Innovation Driven
Project focused Business focused
 Pricing research  News alerts/ trackers
Engage Build InfluenceLeverage Address Deliver
 Information Gathering
 Value Proposition Analysis
 Acquisition Strategy Evaluation
 Partnership Evaluation
Consulting Frameworks
to deliver on projects

10. © 2010 IBM Corporation
IBM Market Insights
10 The IBM Global Market Insights StoryAug 26, 2010
Team Leads / Managers are now acting as ‘Coach’ rather than ‘Interface’
between the client and Global Delivery team
Market Insights
Global Delivery
Team
Team Leads / Managers
Clients of IBM Market Insights
Business
Executives
Corporate
Strategy
Marketing
Organization
Sales &
Distribution
Interface
Market Insights
Global Delivery
Team
Team Leads
/ Managers
Clients of IBM Market Insights
Business
Executives
Corporate
Strategy
Marketing
Organization
Sales &
Distribution
Coach
Insight Development
Year 2009Year 2007

11. © 2010 IBM Corporation
IBM Market Insights
11 The IBM Global Market Insights StoryAug 26, 2010
Why the Global Delivery Center is so successful?
Global Operations Maturity
Valuing GD Employees
 Always considered as part of single team
irrespective of geographical location
 Greater focus on Major Engagements then
adhoc requests
 Leadership and accountability on projects
those are delivered
 Freedom to self-initiate projects that have
business benefits for IBM
 Direct involvement in IBM’s decision making
process
 Constant interaction with Business
Executives
 High performing Managers and Team Leads
usually having Consulting background
 Well established Knowledge Services Team
for information gathering
 Access to IBM sellers for getting inputs
directly from the field
 Flexible working hours
 Hiring top talent
 Very low attrition rate (Less than 5%)
 Defined career growth paths
 High degree of collaboration
 Freedom to build wide human network
 Very high focus on Training
High Expectations

12. © 2010 IBM Corporation
IBM Market Insights
12 The IBM Global Market Insights StoryAug 26, 2010
Thank you!