Midmarket Smarter Commerce

7/30/2019 Midmarket Smarter Commerce

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40055 EN

Midmarket Smarter Commerce

Redefine commerce in the age of the smarter

customer

Know Your IBMhttp://www.ibm.com/partnerworld/knowyouribm
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Midmarket Smarter Commerce Redefine commerce in the age of the smarter customer 2

Know Your IBM http://www.ibm.com/partnerworld/knowyouribm

Know Your IBM

IBM Midmarket Smarter CommerceWe live in an age of empowered customers. Where customers have unlimited accessto information and can instantly share it with the world. Where technology has raisedtheir expectations for service, price and delivery. Where its no longersupply anddemand but get ahead of demand.

The question is, how do you meet such customer demand, orchestrate your supplychain, manage your availability of products and services and personalize and exceedyour customers experience across all channels?

Make sure you navigate through all the screens so that you are able to successfully

complete the quiz for this module.

To qualify for KYI points or promotions associated with the module you must completethe quiz within three attempts before the deadline. If you do not successfully completethe quiz within three attempts before the deadline then unfortunately you do not qualifyfor KYI points or promotions associated with the module.


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Introduction

IBM Smarter Commerce puts the customer at the center of the clients business and

optimizes within and across the commerce process cycle including buying, marketing,selling and servicing. By operationalizing their business around the empoweredcustomer, companies can deliver personalized, highly relevant, and seamlessexperience across touch points, leading to greater customer loyalty.

By the end of this module you will be able to:

Know Midmarket Smarter Commerce

Identify the key drivers for change in midmarket commerce

List the midmarket Smarter Commerce key attributes

Present the midmarket Smarter Commerce benefits

Identify the products and offerings included in the Midmarket Smarter

Commerce campaign

Sell Midmarket Smarter Commerce

Identify the sales process steps

Differentiate the target customers by different entry points

Explain the customer pain points

Identify the top challenges in selling Smarter Commerce for midmarket

Explain how Smarter Commerce contributes to Smarter Planet

Explain the competitive differentiators

Present how Smarter Commerce contributes to Smarter Planet

Communicate the value of Smarter Commerce in a sales conversation


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Menu


Visit this section to have an overview of Midmarket Smarter Commerce.

Whats driving the need for change in the midmarket?

Midmarket Smarter Commerce Overview

IBM Smarter Commerce key benefits

IBM Smarter Commerce solutions for the midmarket

Sell Midmarket Smarter CommerceVisit this section to learn about Midmarket Smarter Commerce selling process andopportunities.

Sales steps you need to follow

Target customers for Smarter Commerce

Main customer pain points

Top challenges in selling Smarter Commerce for midmarket

Midmarket Smarter Commerce competitive overview

Smarter Commerce for a Smarter Planet

A sales conversation example

Quiz on IBM Midmarket Smarter Commerce

Handle a sales conversation

Conclusion


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Whats driving the need for change in the midmarket?

By helping clients better capture, integrate and manage their data, IBM can help themcreate behavior-based insights and uncover opportunities for revenue growth andefficiency.

Empowered customer We have entered the age of the empoweredcustomer:

Customers now have unlimited access toinformation and can instantly share it withthe world

Social networking and mobile commercehave dramatically changed the dynamicbetween buyer and seller

Customer expectations for service, priceand delivery are soaring

This is transforming the way products aresourced, manufactured and distributedand making business more complex thanever

SaaS and On Demand are viewed as waysmidsize companies can access technologythat was previously too complex and/or

costly

Company response Power has shifted to the customer, and torespond companies must:

Meet customer expectations andrequirements, however, companies havelimited resources to do so

Understand and anticipate customerbehavior and needs based on customerinsights across all channels

Adapt sourcing and procurement based oncustomer demand and optimize supplierinteractions across extended value chains

Market, sell and fulfill the right product andservice at the right price, time and place

Service customers flawlessly, predict anddrive customer loyalty


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Midmarket Smarter Commerce Overview

IBM Smarter Commerce puts the customer at the center of your business andoptimizes within and across the commerce process cycle including buying, marketing,selling and servicing.

Insight Strategy Engagement

Buy Market Sell Service

For midsizecompanies lookingto drive intelligent,adaptive and

optimized extendedsupply chainsbased on customerdemand.

For midsizecompanies lookingto createpersonalized and

relevant offers withunified cross-channel marketing.

For midsizecompanies lookingto enable their B2Band B2C customers

to buy what theywant, when andwhere they want it.

For midsizecompanies thatneed to anticipatebehavior and

deliver flawlesscustomer serviceacross all channels.

Drives intelligent,adaptive andoptimized extendedsupply chainsbased on customerdemand.

Createpersonalized andrelevant offers withunified cross-channel marketing.

Enables customersand partners to buywhat they want,when and wherethey want.

Anticipatesbehavior anddelivers flawlesscustomer serviceacross all

channels .Sourcing,controlling and

procurement ofgoods and services

Targeted andpersonalized

marketing acrossall customerinteractions

Selling andfulfillment of

products andservices across allchannels

Servicing customerneeds across all

interactionchannels


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IBM Smarter Commerce key benef i ts

Through Smarter Commerce, IBM will help companies increase the value theygenerate for themselves, their customers and partners in a rapidly changing digitalworld. Smarter Commerce will drive predictable business outcomes for midsizebusinesses, aligning to their industry and role requirements, to deliver growth andmargin expansion.

It maximizes theinsight generated

through customerinteractions

It capitalizes on socialand mobile

commerce

It improvescollaboration and

visibility for yourcustomers andpartners

It drives growth byenhancing, extending,and redefining thevalue you provide

It increases marginsby boosting efficiencyat every stage of thecommerce cycle

It synchronizes yourentire value chain todeliver consistent andpredictable outcomes

Smarter Commerce is a strategic approach that places the customer at

the center of a company's business operations to create value asdefined by the customer.


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IBM Smarter Commerce solut ions for the midm arket

In order to sell Midmarket Smarter Commerce it is important to know what makes up

IBM's Smarter Commerce portfolio. This can be separated firstly between thecategories Buy, Market and Sell, and then between SWG, GBS, STG and GTS.

Buy

Supplier Integration and Collaboration:

Manage complex partner communities

Increase B2B process visibility

Automate manual processes

SWG GBS STG GTS

*IBM Sterling B2B Integrator

*IBM Sterling B2B Collaboration Network

IBM Sterling Connect:DirectIBM WebSphere Portal Express

Video: IBM Sterling B2B Integration Solutions OverviewDuration: 3.44www.youtube.com/v/BIB3SjBF80E

*= Primary lead-with offerings

Market

Enterprise Marketing Management:

Understand individuals and markets

Increase marketing ROI

Strengthen brand identity and customer loyalty Use data to build customer relationships

SWG GBS STG GTS

*IBM Marketing Operations OnDemand

*IBM Coremetrics Dig Mktg Optimization Solutions

IBM Email Optimization

IBM WebSphere Portal Express

BVA - IBM Smarter Commerce Customer Value StrategyAccelerator

Video: Society of Critical Care Medicine Turns to IBM to Help Improve Marketing ROIDuration: 4.22www.youtube.com/v/nnFnSWRpXO8


Sell

Cross-channel Selling and Fulfillment:

Deliver seamless buying experience across all channels

Increase market share

SWG GBS STG GTS

*IBM WebSphere Commerce

BVA - IBM Smarter Commerce Cross-channel ExpAssessment

IBM i Solution Edition for SugarCRM

IBM Managed Security Services (Cloud Computing) -Hosted Mobile Device Security Management
http://www.ibm.com/partnerworld/knowyouribmhttp://www.ibm.com/partnerworld/knowyouribmhttp://www.youtube.com/watch?v=BIB3SjBF80Ehttp://www.youtube.com/watch?v=BIB3SjBF80Ehttp://www.youtube.com/watch?v=BIB3SjBF80Ehttp://www.youtube.com/watch?v=BIB3SjBF80Ehttp://www.youtube.com/v/nnFnSWRpXO8http://www.youtube.com/v/nnFnSWRpXO8http://www.youtube.com/v/nnFnSWRpXO8http://www.youtube.com/watch?v=BIB3SjBF80Ehttp://www.ibm.com/partnerworld/knowyouribm


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Express Penetration Testing Services

Express PCI Assessments

Customer Integration and Collaboration:

Increase customer satisfaction in B2B customer requirements

Automate manual processes

Reduce security risk SWG GBS STG GTS

*IBM Sterling Connect:Direct

*IBM Sterling B2B Collaboration Network

IBM WebSphere Portal Express

IBM WebSphere Cast Iron Cloud Integration

Video: SXC Health Solutions Leapfrogs CompetitionDuration: 1.21www.youtube.com/v/kmRi9EnuvPk

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Sales steps you need to fol low

Learn to identify the different steps of selling and whatit is expected from you at eachstage.

Prospecting Your search for (new) customers

Look for opportunities in your existing install base

How to deal with objections and leave the door open forfuture sales

Introduce yourself, state your purpose, qualify, plan nextsteps

Finding CustomerPains

Becoming a Sales Consultant

Understand customer needs

Identify problems your products and services can solve

Understand competition

Help your customer understand the business implicationsof the problem and move from problem awareness tosolution commitment

Qualifying theCustomer

How to avoid wasting your valuable time in chasing prospectswho will never become customers

Make sure the solution solves the customer's problem

Find out if the customer sees the value of your product

Confirm that the customer has the budget to purchaseand determine if ready to purchase

Talk to the right person, who can make a buying decision

Closing the sale Basic pointers to winning

Close from the beginning

Recognize when potential customers are ready to buy

Note that free trials often lead directly to sales

Choose from the IBM portfolio of migration orconsolidation assessment tools and incentive offerings to

open doors with customers and progress deals


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Target custom ers for Smarter Commerce

The IBM Smarter Commerce salesplay is directed at C-level executives of midsizecompanies, especially those responsible for marketing, sales, customer service andsupply chain management, in all countries and in all industries, with special focus onretail, wholesale distribution, industrial products and banking.

Market entry point CMO

VP/Director of Marketing

VP/Director of Marketing Operations

SELL: Cross-channel selling and

fulfillment

VP Sales/Channels

VP Sales Operations

SELL: Customer integration andcollaboration

Within Manufacturing, Wholesale, CPG, Service,Retail and Banking Orgs:

Director of IT

VP/Director Sales/Customer Service

Director of Integration/ B2B Services

BUY: Supplier integration andcollaboration

CIO/VP/Director of IT

EDI MGR/Ecommerce C-level SupplyChain

Director/Manager Supplier/VendorManagement

Director B2B Solutions


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Main cus tomer pain points

In order to be successful in selling IBM Smarter Commerce to the midmarket it isnecessary to recognize what the customer needs. Understanding your customers'business requirements is important for you to quickly and easily identify and closeopportunities.

Pain point IBM viewpoint

My company needs to betterunderstand the effectiveness of ourmarketing campaigns based on ourlimited Marketing budget.

74% of Midmarket marketing executives saythe most important measure of their successin the next 3-5 years is their ability toincrease the ROI of their marketing budgets.

In addition to the traditional challenges ofcreating the right media mix and respondingquickly to customer needs, they face a newmandate to shape brand and reputationmanagement, and 52% of midmarketmarketing executives say more workremains to communicate their "Corporatecharacter" to the marketplace.

(Source IBM CMO study.)

My company needs to improve the

customer buying experience.

Midsize companies need to synchronize

their channels for seamless end to endcustomer buying. This is in response to theincrease in customer power due to the wideavailability of real time information, newways to complete transactions, andexpanding choices. Customers want topurchase products when, where, andthrough whatever channel is mostconvenient, and have a seamlessexperience across all channels. If theexperience is not seamless, the buyer goessomewhere else.

My company has very specialrequirements for eCommerce. Weneed to be able to control the entirebusiness-to-consumer cycle.

Like consumers, businesses that arecustomers expect their suppliers to transactbusiness with them in the way that theywant. Which in the 21st century meanselectronically automating the purchase-to-pay cycle. Each business customer has itsown requirements for eCommerce. Thisplaces an extreme burden on the sellingbusiness, as they have to meet what can bea unique set of requirements for eachcustomer with their limited IT resources. Not

meeting the requirements can bringpenalties, reduced orders or lost customers.


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My company needs to improve therelationship with our suppliers forbetter integration and collaboration.

Midsize companies need to continuouslyimprove supplier relationships with moreefficient supplier sourcing, automated andoptimized information movement, universalaccess to that information with the ability to

use business analytics to monitor, measure,and improve performance and compliance.


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Top chal lenges in sel l ing Smarter Commerce for m idmarket

IBM Smarter Commerce is a unique approach that increases the value companiesprovide to their customers, partners and shareholders in a rapidly changing digitalworld. In order to better understand the customers' problems, we must first considereach one's special circumstances.

Position Top Challenges

Marketing Head Understand individuals as well as markets

Determine how data can help build customerrelationships

Strengthen brand identity and, by extension, customerloyalty

Demonstrate the ROI of marketing programs

Sales Head Increase revenue and profit by delivering an intimatebuying experience from initial customer interactionthrough order capture and fulfillment

Transform and evolve customer interactions as digitalmediums, interaction models and touch points change

Speed time to market for new offerings and nextgeneration commerce by leveraging IBM's expertise ineCommerce, mobile, social collaboration, smarter

store systems and integration

CIO/IT Director Customer satisfaction - meeting B2B customerrequirements - quickly and cost effectively

Margin Pressure - costly error-prone manual businessprocesses

Reduce the risk associated with data security andcompliance

CIO/Supply Chain Complex and diverse partner communities

Manual error-prone processes

Limited B2B Integration expertise

Inability to keep up with increasing number ofstandards and regulations

Limited process visibility inhibiting supply chainoptimization

The need for secure transactions


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Midmarket Smarter Commerce compet i t ive overview

As preparation to sell IBM Midmarket Smarter Commerce, it is important to know howIBM's offering measures up to and surpasses the competition.

Cross-channel Campaign Management

Competitor IBMs Positioning

Return Path is the strongest andonly true Enterprise competitor to

IBM Solutions in the marketplace.Direct competitor to Unica EmailOptimization. The value RP bringsis insight into the "secret code" ofinbox delivery and deliverability,which they promote as anexclusive capability.

In 4Q 2011, IBM (Unica) ispositioned as the leader in the

Gartner Magic Quadrant forIntegrated Marketing Management

Most comprehensive benchmarkreporting by industry

More coverage and selection acrossplatforms and devices to ensuremessage and brand integrity

Social Email Analytics provides oneof a kind insight into how emaildrives activity across social networks

RoboHead is a direct competitor toUnica Marketing OperationsOnDemand. They lead with aFeature/Functionality pitch vs. anykind of value proposition orsolution benefit.

In 4Q 2011, IBM (Unica) ispositioned as the leader in theGartner Magic Quadrant forIntegrated Marketing management

Project Management is tied to astrong budget planning featureensuring on time and on budgetcampaign delivery

Flexible and easy setup to meetmost any departmental paradigm


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Web Analytics & Digital Marketing Optimization


Adobe (Omniture) offers ondemand software that enablesmarketers to optimize everycustomer interaction. Strongerindustry focus and partner networkcompared to IBM.

IBM named leader in Forrester Wavefor Web Analytics in 4Q 2011(Coremetrics)

IBM has greater market share,superior ability to integrate solutionwith other processes

Coremetrics has better digitalmarketing capabilities especially in

marketing attribution & real-timeanalytics

Coremetrics SaaS platform is morerobust

Google Analytics is free and themost commonly used Webanalytics application. Googlecontinues to close the functionalgap with revenue leaders Adobe-

Omniture, IBM-Coremetrics- Unicaand Webtrends

IBM named leader in Forrester Wavefor Web Analytics in 4Q 2011(Coremetrics)

IBM has greater market share,

superior ability to integrate solutionwith other processes

Coremetrics has better digitalmarketing capabilities especially inmarketing attribution & real-timeanalytics

Coremetrics SaaS platform is morerobust

Cross-channel Selling


Demandware is a directcompetitor to IBM WebsphereCommerce on Cloud.Demandware is a leading on-demand eCommerce platform withmore than 200 eCommercewebsites representing majorbrands worldwide, derivingcompetitive advantages from its

In Nov 3 2011 Gartner MagicQuadrant, IBM is named a leader inE-Commerce

IBM offers end-to-end integratedofferings with support for webanalytics through order management

IBM has extensive verticalexperience across both B2C and


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proprietary platform, and strategicpartnerships with both its vendorsand clients.

B2B with enterprise-class marketingand selling capabilities. IBM offersmore customization and increasinglevels of extensibility as companies

grow

Customer and Supplier Integration & Collaboration


Axway is our strongest competitor inthe Managed File Transfer market,delivering a compelling POC withmultiple products they can position for

both A2A and B2B file transfers. Theyare a point product vendor.

IBM differentiates with a single platformarchitecture for B2B integration andManaged File Transfer, offering morecomplete solutions. Stronger partner

network.

GXS operates one of the world'slargest B2B e-Commerce networks,connecting thousands of tradingpartners and managing more than abillion transactions each year. It alsooffers EDI software and services.

GXS is heavily reliant on third-party B2Bgateway software technology, limiting futuredevelopment and presenting future stabilityrisk. Their lack of integrated solutions andIBM's superior customer service position IBMas a stronger competitor in the market place.


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Sell IBM Integrated approach to ERP

Smarter Comm erce for a Smarter Planet

As part of IBM's Smarter Planet initiative, Smarter commerce recognizes that the saleis just one aspect of the experience. As with traditional commerce, the customer is atthe center of all operations. Smarter commerce turns customer insight into action,enabling new business processes that help companies buy, market, sell and servicetheir products and services.

Banking Smarter Commerce by IBM helps to put the customer at the heartof business models, and can help banks be more competitive.Banks that are using the approach are emerging as the leaders intoday's industry while they shift away from product-orientedservices, and silos, toward offering personalized client centricservice.

Consumerelectronics

The Consumer Electronics industry is faced with unparalleledchange. New product introductions are frequent, and often eagerlyawaited. These products often have a short lifecycle, too, meaningthat it is imperative to maximize revenues per product in a shorttime frame. In addition, consumers have become "massivelyconnected" - they don't want standalone products, they wantdevices that can communicate with one another and interoperateto provide a more compelling and interesting experience.These changes call for a new path forward that IBM calls Smarter

Commerce, creating customer-driven buying experiences andadaptive supply chains.

Consumerproducts

For a consumer products company to transform their value chain,it must have the capability to apply insights from a 360-degreecustomer view and comprehensively track and monitor demandinformation. It must also provide a single face to the customer thatmasks an organization's internal operations, which can result in apositive customer experience.IBM's Smarter Commerce solutions provide a new approach thattransforms how quickly consumer product companies can bettermanage the consumer and customer experience along with

creating a more adaptive supply chain.

Retail In today's world--where consumers trust the recommendations ofretailers significantly less than they do those of other consumers--retailers must foster brand advocates who will promote their brandto other consumers for them. Such advocates are created bydeepening the relationship the consumer has with the retailerthrough increased trust and a differentiating brand experience.We call this path forward for retailers Smarter Commerce...focusing on the consumer's brand experience, while improvingoperational efficiency.


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Communications In today's communications market--where customers havegreater choice that ever--service providers must fostercustomer advocates who will promote the service provider toother customers as well increase their spending with theprovider. Customer advocates are created by deepening therelationship the customer has with the service providerthrough a superior customer experience and differentiatingproduct and service options.

We call this path forward for communications serviceproviders Smarter Commerce...focusing on deepening theirrelationships with their customers to build greater customerloyalty while improving operational efficiency to protect fragilemargins.

Video: Smarter Commerce - Redefining the value chain

Duration: 2.22http://youtube.googleapis.com/v/qOc6x4D_W9A

Video: Smarter Commerce at J.J. Keller & AssociatesDuration: 1.56http://youtube.googleapis.com/v/d7ioh_2lpm4
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A sales co nversation example

For many midsize firms, IBM is widely classified as a "big-ticket" platform which isperceived as expensive and complex to manage. Let's see how we can overcome thiskind of misconception in a sales conversation.

Customer IBM BP

My company doesn't seem to be makingthe most of its marketing budget, andalthough we've seen some interestingoptions from RoboHead we'd like to knowwhat IBM has to offer.

Well, I think we might have just theMarketing Management tool that youneed. In the 4th Quarter of 2011 IBM waspositioned as the leader in the GartnerMagic Quadrant for Integrated Marketing

Management.Ok, so you're telling me that your productis the best, but that's what all salespeoplesay.Tell me, how can IBM's offering help meto solve my problem with my marketingbudget?

Our Unica Marketing OperationsonDemand has a strong budget planningfeature ensuring on time and on budgetcampaign delivery, and its flexible, easysetup meets virtually any departmentalparadigm.

Ok, that sounds interesting, but whatabout eCommerce? what does IBM havethat will facilitate opening a neweCommerce platform? Up to now, themost attractive offering has been

DemandWare's.

Now that you mention it, we were alsonamed by Gartner Magic Quadrant asleader in eCommerce solutions last year.IBM has end-to-end offerings whichsupport everything from web analytics to

order management and offers morecustomization and increasing levels ofextensibility as companies grow.I think IBM Websphere Commerce onCloud could be just what you're lookingfor.

It seems worth considering, but won't thisall be very expensive? My impression isthat IBM is not exactly cheap!

I think you might be very surprised whenyou look at the numbers, IBM's modularapproach allows midsize companies likeyours to implement solutions at any stageof the eCommerce cycle and build astheir company grows.

This way the expense keeps pace withyour budget, let's set a follow up meetingand we can look at the figures, I'm sureyou'll be impressed.


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Quiz on IBM Midmarket Smarter Commerce

Which of the following would be classed as competitive differentiators for IBM over thecompetition?

IBM offers complete solutions and the expert knowledge and thought leadership

to back them up

IBM offers end-to-end integrated solutions with support for web analytics

through order management

IBM has the most comprehensive benchmark reporting by industry

All of the above

That is correct!

All of the answers are correct when referring to the competitive advantages ofMidmarket Smarter Commerce.


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Handle a sales conversat ion

What would you respond to a customer who says that he can't see the sense in payingfor a web analytics application when Google Analytics is free?

IBM differentiates with a single platform architecture for B2B integration and ManagedFile Transfer, offering more complete solutions.

IBM Coremetrics is the market leader in web analytics, it has greater market share,

superior ability to integrate with other processes, better digital marketing capabilitiesespecially in marketing attribution and real-time analytics.

Reset

That is correct!

Although no answer is wrong, only the second answer is relative to the customer's

question about web analytics.


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Conclusion

This is the end of the learning module Midmarket Smarter Commerce.

In Know Midmarket Smarter Commerce you learned about the IBM approachto Smarter Commerce, the benefits and the solutions portfolio

In Sell Midmarket Smarter Commerce you learned about the selling process,target clients, top challenges, competitive landscape and read examples of howto handle a sales conversations.

To review Learn and Earn deadlines please access the Terms and Conditions locatedon the Know Your IBM (KYI) site athttp://www.ibm.com/partnerworld/knowyouribm.

Once you enter the quiz, you will not be able to return to the module so please ensure

you have reviewed the entire module in detail.

As a Know Your IBM user you have the option to view education modules in numerouslanguages. Please note that you only get rewarded once for completing each module.

Good luck!
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