文档介绍：Demand System Guidance Summary for: WW STG puting Program Planning Cycle: 2Q 2012
William Stolpe / Ross Klisart / Monica Stipe
January 13, 2012
IBM INTERNAL USE ONLY
Q2 STG puting Program Focus (Ross Klisart)
STG Marketing – Strategy and Shift
puting
STG Demand Program (WOI to puting Program)
Approach
Highlights and Priorities
Program Summary
Summary of Campaign Updates
ing Launches
STG Platform Launches/Announcements
Project Troy Launch (Paula Matthies)
2012 Digital Strategy and 2Q Guidance Highlights (Monica Stipe)
Q2 Campaigns
puting (Denis Russell)
Turn Information into Insights Through Analytics (Juan Gastelu)
Building Cloud Infrastructure (Karen Diombala)
IT Optimization (Susan Haber)
petitive (Amy Frost)
STG Product Line Upgrades (Sara Sindelar)
New Routes (Louise Riddle)
Oracle Attack BAO Program (Sara Sindelar)
WW Tactics and Activities
puting Program in Review
Guidance Milestones
Key Priorities
Key Contacts
Links
Back Up
Table of Contents
2
IBM Confidential
Q2 STG puting Program
STG Marketing Strategy/Approach
puting
puting Program Approach/Description/Details
Ross Klisart – WW Manager, puting Program
3
IBM Confidential
Strategic shift in Marketing needed to drive growth for the Total Business
Declining Client Rep OI
Flat
Server & Share growth *
40% Marketing WR
Is derived from core
STG 2012 Total Business Revenue plan requires a YTY % growth while the Market Outlook indicates an market growth of %
Current State
2011 to 2012 : Marketing Strategy Shift
4
IBM Confidential
* Excludes RSS .$775M revenue
Product line Marketing and sales plan support a strategy for growth outside of core accounts.
$ (39%) of STG revenue identified ing from “Growth Initiatives” or “Taking share petitors” in 2012.
Business Revenue Drivers
System z
Power
System x
Storage
TOTAL
Capture Workloads through Growth Initiatives
$.850B
$
$.516B
$.267B
$
Take Share from petition
$.220B
$
$*
(includes Run Rate)