文档介绍：支持业务高速发展的强大引擎-IBM的销售转型案例分享
支持业务高速发展的强大引擎
-IBM的销售转型案例分享
IBM全球企业咨询服务部
2010年12月
90年代初IBM面对的严重危机
80年代,IBM收入和利润均增长良好,而到了90年代,IBM的业务却出现巨大赤字何以至此?市场在变,但是….
10% CAGR
6% CAGR
1980
$26B
$3B
1990
-3% CAGR
-210% CAGR
市场主力
PC, Windows
开放系统
$63B
$64B
$65B
$69B
$-3B
$6B
$-5B
$-8B
1992
1991
1993
单位: 十亿美元
CAGR: 年复合增长率
业务收入
营业利润
百亿美元的历史教训,产品创新管理让IBM起死回生
Sales (US$B)
Net e (US$B)
IBM Corporation
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
0
50
0
4
8
1998
1999
2000
2001
“谁说大象不能跳舞?”
by Louis V. Gerstner, Jr.
()
(8)
(4)
17% improvement
Win Rates
36% increase
Visibility of Hidden Pipeline
Increase of 10 percentage points
Customer Face Time
Benefit
Key Indicator
IBM的业务转型
1993年起,IBM开始一系列的业务转型– One IBM
分散管理(decentralized)
??????
整合管理(integrated)
Sales
Software
Technology
Personal Systems
Server
Business Transformation/CIO
Chairman
Service
Support Process(Human Resources, Financing, IT)
Corporate Web Management
Customer Relationship Management (CRM)
Order Received and Delivery (Fulfillment)
Market Planning (Market Planning)
Integrated Product Development (IPD)
Supply Chain Management (SCM)
Purchase (Procurement)
IBM为什么要转型?- 1993年,我们的公司正处于危机中…
Lost best sales force ranking Selling products rather than solutions
No global consistency in sales execution/management
Three predominant sales methods deployed
Increasing attrition of sales professionals
Weakening sales culture and declining morale
在机会点-现金的企业级长流程中,环环相扣,前端销售交易的质量直接影响到了企业的整体业绩表现
Credit Check
Credit Check
Sales Management System
Design Solution w/ Customer
Noticing
Identifying
Validating
Qualifying
Develop
Proposal
& Contract
Obtain
Customer
Approval
Close
the
Solution
Contract
Receipt
Marketing
Relationship Management
Services Delivery & Fulfillment
OM Process Solution Design Process Fulfillment
Solution Design Execution
Collect AR
Credit Check
Shipment
Del