IBM and the New Work of Marketing

  • Author(s) Julie Schwartz
  • Published February 10, 2018
  • 11 Pages
  • Category Strategy & Planning, Marketing Operations
  • Type Member Research
  • 11 Pages
  • .PDF Format

In 2015, IBM marketing reached a tipping point. Both the buyers and the technology were changing, and, as a result, marketing had to change. To support the business strategy and help drive sustainable growth, marketing set out to make these changes:

  • From product to buyer centric
  • From push to inbound marketing
  • From broad to precise segmentation
  • From intuitive to data-driven decision making

This ITSMA Case Study examines how IBM is transforming its marketing organization, including all 5,000 marketers worldwide, to embrace “the new work of marketing,” with process and structural changes to become more buyer, data, and outcome-focused.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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