COMPANY PROFILE
IBM, a global software and services company.
CHALLENGES
The company’s business units were marketing products in silos and not getting the value that a cross-portfolio strategy can bring.
SOLUTIONS
We started by working with the sales department, the product management department, partners, and customers to understand the technology and the business challenges in specific industries. Initially, there was internal resistance due to goals aligned to specific products instead of a broader portfolio sale.
RESULTS
We successfully broke down barriers between marketing, product management, and sales by creating a win-win mindset and establishing mutually beneficial goals across disconnected stakeholders. Also, by working collaboratively, they were able to create impactful product demos, consistently fill rooms at events, and influence revenue growth in multi-million-dollar deals. This collaboration changed the mindset of the teams and raised the bar for how one of the biggest technology companies in the world markets its products and services.