Easy to use guide to link you to all your favorite IBM Marketing sites.

1. Introduction
To our Business Partners:
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Co-Marketing
This guide for IBM Business Partners consists of
Programs
links to programs, assets, resources and solutions
designed to help you successfully market to the
Mid-Market, as well as optimize your Business
PartnerWorld
CMC, Leads,
Partner relationship with IBM.
To access a specific area, simply click on the
appropriate tab to the right.
Enablement
Assets and
Helping IBM Business Partners
capture the growing Mid-Market
Sales Plays
Incentives /
opportunity with programs designed
to make it easier to sell products,
solutions and services to solve client
Mid-Market
Solutions
business challenges.
Contact:
Jennifer Stowell
and Vendors
Resources
jstowell@us.ibm.com
720-396-5157
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2. 2
Introduction
1
Leverage the engines of the Smarter Planet
Co-Marketing
assets to align your marketing efforts around
Programs
this exciting IBM advertising strategy.
Through the Smarter Planet campaign
PartnerWorld
CMC, Leads,
strategy, IBM offers a view of how enterprises
across all industries can be more successful.
This initiative – a higher level value
proposition that focuses on business outcomes
– requires a high level of skills, and the gains
Enablement
Assets and
Midsize businesses are exponential.
are the engines of a Smarter Planet.
IBM has identified key capabilities driven by
Mid-Market growth continues to be forecast to be shifts in business, technology and society that
Sales Plays
Incentives /
the fastest in North America in 2012. Total are impacting companies and governments
solutions spending in 2012 is anticipated to be worldwide. Learn how to drive this
approximately $150B, with strong spending on opportunity with key resources and
cross-industry solutions. IBM wants to help you enablement targeted at the Mid-Market.
Mid-Market
grow your business in this important market
Solutions
Capitalize on Smarter Planet Opportunities
through our Co-Marketing programs, our
Business Partner enablement strategy, and
marketing support around our strategic solution
and Vendors
Resources
areas and Mid-Market-ready offerings.
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3. 3
Introduction
2012 Mid-Market Co-Marketing Offering 2012 IBM Partner
The 2012 IBM Mid-Market Offering is a Co-Marketing Rewards Program
offering designed to drive demand generation and The 2012 IBM PartnerRewards
Co-Marketing
revenue for IBM with eligible solution providers and
Programs
Program for Remarketers includes benefits that
resellers serving the Mid-Market segment (companies provide education and marketing assistance, plus
with less than 1000 employees – government and discounted Systems and Technology Group (STG)
education excluded, regardless of number of employees). Education and Prometric test vouchers, to support
PartnerWorld
CMC, Leads,
increased General Business (GB) and Mid-Market
The offering provides solution providers and resellers
with reimbursement up to 75 percent of the total cost sales.
against approved marketing activities across any IBM IBM’s Business Partner investment in 2012 is focused
products or services. The objective of the 2012 on education, demand generation and technical
program is to reward Business Partners who are in
Enablement
support. IBM Business Partners who achieve
Assets and
market early with campaigns and are generating wins as increased revenue will receive greater rewards, based
a result of the program. on their IBM PartnerWorld Level.
Member level participants need to work through our 2012 PartnerRewards benefits are intended to assist
Sales Plays
Marketing Services vendor, TSL. Premier and
Incentives /
eligible IBM Business Partners in increasing their
Advanced level participants may work with an agency of revenue growth and opportunity identification in GB
their choice or their own in-house marketing or and Mid-Market with a focus on Power Systems,
production department, if qualified. System x, System z and System Storage brands.
CC1112-317 Access the IBM Channel CC1112-315 Access the IBM Channel
Mid-Market
Solutions
Communications letter, which includes Terms & Communications letter, which includes Terms &
Conditions (T&C)s for reimbursement. Conditions (T&C)s for reimbursement.
Co-Marketing Center Co-Marketing Center
and Vendors
Education vouchers
Resources
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4. 4
Introduction
Software Co-Marketing Suggested Tactics for Marketing Stages
Co-Marketing
The 2012 IBM Software Co-marketing offering Traditional Internet
Programs
provides funds to eligible high value Resellers to Tactics Tactics
generate demand in the total General Business (GB) Advertisements Search engine
segment and drive net new leads and win revenue for BP press kits optimization
Brochures Syndicated e- mags
IBM Software Solutions. The offering provides Awareness
Direct mail Link bait
PartnerWorld
CMC, Leads,
reimbursement up to 50 percent of the total cost of E-mail
eligible campaign expenses. Industry guides Syndication of IBM
Success stories content
Software Group (SWG) Co-Marketing replay center: White papers Consideration Custom landing page
Access the Terms & Conditions for SWG at the replay Solution briefs Webcasts
Enablement
Buyer guides E-mail
Assets and
center.
Contact: Hakan Thyr, thyrh@us.ibm.com Demonstrations Live chat
Executive meetings Web offers linked to
Preference
Technical briefs key sales plays
Case studies
ROI tools
Sales Plays
Incentives /
Proof of concept
Proposals Purchase Customer rating
Welcome kits
Newsletters E-newsletters
Mid-Market
User groups Online user groups
Solutions
Demand generation Re-Purchase Blogs
add-on
Consult the Terms & Conditions for specifics on eligible
and Vendors
activities and required proof of performance.
Resources
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5. Introduction
5
Co-Marketing Center Tool
Log on to the Co-Marketing Center using your
PartnerWorld ID and password. Access the Process
Education on Co-Marketing Center
Co-Marketing
and Education section to find directions to help you
Programs
apply for and claim your reimbursement. Information to guide you through the use of the new
IBM Co-Marketing Center
Setting up a bank profile
5 steps to apply for and claim your co-funding Submitting Leads from Your Campaign
PartnerWorld
CMC, Leads,
1. Accept Incentive Offering (IO) Note that submitting leads to complete your claim
2. Complete Marketing Activity Request (MAR) in process is mandatory.
Co-Marketing Center Data Entry Templates (DET) can be used to provide
3.
Enablement
Execute your approved marketing tactic
Assets and
lead information aligned to your Co-Marketing tactics.
4. Submit claim in Co-Marketing Center
Send DET for Mid-Market and PartnerRewards to
5. Provide minimum of two Stage 4 leads to
NACOLEAD@uk.ibm.com.
complete claim process
Send DET for Software Co-Marketing Program to
Sales Plays
Incentives /
New in 2012 SWGLEAD@ca.ibm.com.
IO must be accepted by the primary relationship
Manage your opportunities through the Global Partner
contact in PartnerWorld Profiling System (PPS).
Portal (GPP) Opportunity Management (OM) tool.
Do:
Mid-Market
• Ensure all invoices are properly dated Progression
Solutions
• Notify an IBM Program Manager if you are going
Nominate your clients to an appropriate event to help
to make any changes to your approved tactic
you progress open, validated opportunities by
Do not:
reinforcing IBM's commitment to midsized businesses.
• Begin execution before approval
and Vendors
Resources
• Submit your claim if your MAR requires edits Mid-Market Progression Events
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6. Introduction
6
IBM PartnerWorld
Co-Marketing
The IBM PartnerWorld program is the way IBM
Programs
delivers important support and resources to assist you
as you develop and sell IBM-based solutions and
services to your clients.
Sign up for PartnerWorld The PartnerWorld portal
PartnerWorld
CMC, Leads,
provides a glimpse into the value of being an IBM
Business Partner.
Global Partner Portal (GPP) access: Either get access
or call the GPP help desk to find out who in your firm
Enablement
Assets and
is the GPP Administrator: Help desk 800-426-9990
PartnerWorld Program Guide Your comprehensive
guide to PartnerWorld, its programs and benefits –
includes links to valuable resources.
Sales Plays
Incentives /
PartnerWorld Brochure A higher level look at the value
PartnerWorld membership offers our Business
Partners.
Business Partner Logos Joining PartnerWorld gives
Mid-Market
Solutions
you exclusive access to the IBM Business Partner
marks, which visually represent your relationship with
IBM.
Content Syndication Leverage IBM's web content on
and Vendors
Resources
your own web site.
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7. Introduction
7
Assets and Enablement Resources Submit Client References
IBM builds a portfolio of client
General Enablement and Resources
Co-Marketing
Programs
success stories that showcase how
PartnerWorld Small and Medium Business portal IBM and our IBM Business Partners are working
Resources for the Mid-Market PartnerWorld index with clients to create smarter solutions. You can
leverage this portfolio to highlight your
Marketing Resources The portal to PartnerWorld
PartnerWorld
CMC, Leads,
successful solution implementations to generate
marketing programs
more demand and opportunities. By submitting a
Execution Blueprints Fast-track blueprints provide client reference, you receive many benefits:
information to help build and execute a campaign on a
► Earn points to achieve higher levels in
specific Mid-Market product or solution area
PartnerWorld
Enablement
Assets and
Market Insights ► Generate demand and new sales
IBM Self-Assessment Tool for Midsize Businesses opportunities by demonstrating value
Pinpoint your client’s business challenges and IT needs
Client References
Territory Industry Potential Spend Data Tools to
Sales Plays
Incentives /
help you identify where revenue opportunity lies by
Marketing Support
industry, within each IBM Mid-Market sales territory
in the USA and Canada Mid-Market Asset Gallery Provides streamlined
Social Spaces access to the most recent IBM Mid-Market marketing
materials
Facebook IBM for Midsize Businesses
Mid-Market
Solutions
Social Media Marketing Boot Camp: This special
Twitter IBM Midsize Business@Mid-MarketIBM
curriculum is designed for you to become more
LinkedIn IBM for Midsize Businesses
comfortable and more effective in your marketing and
sales efforts, through the use of social networking tools
and Vendors
Resources
and techniques.
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8. Introduction
8
2012 Mid-Market Campaign Focus Areas Incentives and Sales Plays
These are the prioritized Mid-Market (MM) campaign
Business Partner Sales Incentives Take advantage
Co-Marketing
focus areas for 2012. Consider these areas for execution
Programs
as you plan your 2012 strategy. See execution blueprints of the rich set of incentives now available across IBM's
in each of these areas to aid you in campaign planning. portfolio of hardware, software and services offerings.
IBM Quarterly Sales Plays This playbook provides a
MM Client Challenges Campaign Focus Areas quarterly overview of key plays, promotions, programs
PartnerWorld
CMC, Leads,
Cost reduction / and announcements.
improved efficiencies MM – Workload Optimized Speed Sheets The speed sheets provide concise, easy-
Infrastructure
to-read updates by brand of the latest announcements
Improved service and sales plays, making them the perfect
Enablement
Assets and
accompaniment to the quarterly sales playbook.
Increased employee MM – Business Analytics
Smarter Planet Engines Capitalize on Smarter Planet
productivity
opportunities and assets.
New ways to reach MM – Cloud Sales Play Quick Reference Guides Use these
customers
Sales Plays
Incentives /
guides to sell targeted IBM offerings.
Optimizing key business North America Business Partner and Mid-Market
MM – Security and Resiliency
processes Marketing Events Listen to replays of events of
Increased insight for specific interest to Mid-Market opportunities.
better decision-making MM – ERP and CRM
Mid-Market
Solutions
Increased flexibility /
nimble enterprise
MM – Smarter Commerce
and Vendors
Collaboration
Resources
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9. Introduction
9
Smarter Planet Capabilities and
Solutions for the Mid-Market
Cloud Computing: Help midsize businesses increase
Co-Marketing
Programs
their competitiveness with secure, reliable and cost-
effective cloud solutions.
CRM: Help clients make decisions differently with a
360-degree view to supercharge your CRM solutions.
With integrated CRM enhancements from IBM and
PartnerWorld
CMC, Leads,
IBM Business Partners, get more from your data and
add more to your bottom line.
Business Analytics: Help your midsize business save
time, grow systems without breaking your budget and
provide a new level of insight so that you can make
Enablement
Assets and
Midsize businesses better decisions.
are the engines of a Smarter Planet. Security and Resiliency: Help midsize clients improve
security and resiliency while reducing costs and
Midsize businesses are looking to invest in some complexity.
Sales Plays
Incentives /
key solutions, citing top security challenges and
Market Insights and Trend Studies
business analytics opportunities, that can give
2011 Mid-Market Trends Study: IBM surveyed 2,112
them competitive advantage at low cost. IBM has
business and technology leaders across more than 22
designed these solutions to suit midsize business nations to understand the purchasing patterns,
Mid-Market
environments and priced accordingly. You can
Solutions
business issues and technology challenges that affect
drive your revenues with these emerging midsize organizations.
opportunities for your Mid-Market clients. Mid-Market Insights: These insights were taken from
IBM’s 2011 Global CIO study.
Smarter Planet Mid-Market Client Capabilities Mid-Market Insights: These insights were taken from
and Vendors
Resources
IBM’s 2011 Global CMO study.
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10. Introduction
10
IBM Contacts Vendors
For additional information about Mid-Market Member level participants in our 2012 Mid-Market
Co-Marketing
Programs
opportunities, please contact one of the following Co-marketing program will work with our approved
IBM representatives: Marketing Services vendor, TSL. For PartnerRewards,
Business Partners may select our broker APC or use TSL.
Kim Johnson, kajohns@us.ibm.com
Allen May, ammay@us.ibm.com TSL Marketing
PartnerWorld
CMC, Leads,
Lillian Marsh, lelias@us.ibm.com TSL Marketing helps companies increase sales, acquire
new customers and improve sales performance. TSL is
Kathy Pavlik, kpavlik@us.ibm.com a close partner of IBM with a proven track record of
Jennifer Stowell, jstowell@us.ibm.com implementing successful campaigns. TSL’s reputation
Enablement
Assets and
is based on being a trusted advisor, so you know they
Dan Varrenti, danielvj@us.ibm.com
strive hard for success. TSL delivers on value and
Kurt Halva, khalva@us.ibm.com promises. Trust TSL Marketing to help make your
campaigns a success. Contact: Web or Email
Lori Hobart, lhobart@us.ibm.com
Sales Plays
Incentives /
Vicki Latterell, vllatte@us.ibm.com APC
Katherine Church, kathyc@us.ibm.com APC is an approved broker vendor agency that offers
the advantage of allowing you to use the marketing
Hakan Thyr, thyrh@us.ibm.com
vendor of your choice to develop and execute a custom
Mid-Market
Solutions
marketing campaign with IBM.
APC’s comprehensive assistance allows you to focus on
your marketing strategy while APC focuses on
and Vendors
program guidelines, timelines and compliance.
Resources
Contact: Web
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11. Introduction
11
Additional Marketing Resources
Internet Marketing Lead Generation A cost-effective
Co-Marketing
Programs
method to generate opportunities over the internet;
marketing vendors place white papers, webcasts,
podcasts, etc. on e-publication websites to generate new
opportunities (average, $6K).
PartnerWorld
CMC, Leads,
Frontline Selling Identify new sales opportunities by
gaining appointments with high level executives; also
receive verbatim telescript of first call with prospect.
Harte-Hanks/Mason Zimbler Take advantage of
Enablement
Assets and
generous discounts offered to all PartnerWorld
members on marketing data, e-mail lists and
telemarketing services (cost varies).
Hoover’s Get a significant discount on this service and
Sales Plays
Incentives /
access to more than 32 million companies worldwide to
research leads and identify decision-makers ($990).
OneSource Access tools for research and list
development through your web browser or through
Mid-Market
Solutions
integration with salesforce.com ($1,049).
and Vendors
Resources