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IBM's Journey to Cloud-ready Network & Systems Management

Explore IBM's challenges in launching its cloud-ready IT management solution suite and how it succeeded with a consulting project. Learn about the product line complexity and the strategy implemented to humanize the brand and create buzz. Discover the results and the impact on IBM and its partners, including enhanced credibility.

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IBM's Journey to Cloud-ready Network & Systems Management

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  1. How IBM Launched Cloud-ready Network & Systems Managementby ChoosingJEFF COTRUPE 1

  2. Three Key Takeaways • The problems IBM faced in launching its Cloud-ready enterprise IT management solution suite • How it solved that problem through a six-figure consulting project with Jeff Cotrupe’s employer • Results thus far

  3. New Product Line or Multi-headed Monster? • Flagship product line; no stumbles • Multifaceted (some would say complex) product line, including: • Systems Director core platform • Big Data: storage control • Big Data: virtualization management • Energy management • Integrated Service Management (ISM) • Systems Director optimizes: user experience • Systems Director: optimizes: deployed workloads • Systems Director optimizes: systems management • Systems Director: various Editions • “Boggle the mind” product complexity: an IBM hallmark

  4. Our Plan, Implemented • Branding and buzz • NEEDED: humanize brand and products; create buzz • DELIVERED: 13-part IBM Systems Director “reporter-on-the-street” interviews conducted (with no notice to adjacent employees/partners) at IBM’s own Pulse annual extravaganza (Las Vegas)http://youtube.com/stratecast • Product line mesh • NEEDED: many values = single core value: each component offers unique benefits, but all had to tie back to core platform • DELIVERED: Integrated-yet-standalone branding and messaging: each piece stands on its own, yet all work in harmonyPerception is reality: unified messagingequals (or at least feels like) unified product line

  5. Our Plan, Implemented (continued) • Stand and deliver • NEEDED: third-party tacit endorsementvia analyst presence at podium and in media • DELIVERED: Jeff Cotrupe • Embargoed news release and series of media interviews (both with most-trusted editors only) prelaunch • Keynote at IBM Pulse • Webcast two weeks post-launch to flesh out the story • “Put that in writing” • NEEDED: non-analyst-branded content to populate Web content, sales pitches, and sales collateral • DELIVERED: • All Web content, launch landing page http://tinyurl.com/77a5ez4 • All product datasheets at same URL • Cross-promotion of webcast at same URL

  6. Results thus far • Result$ not released (of course), however… • Our leading Q: “Cloud solutions overall hovering at 15% takeup”IBM response: “not quite double that” (among existing network and systems management customer base) • Thousands of media pickups • News release • Pulse activity • Webcast • 25+ verified media-created “story built around” original pieces • Hundreds of thousands of dollars in follow-on business for Stratecast and Frost & Sullivan in this topic area • IBM directly • IBM Smarter Computing Partners • Enhanced credibility for both IBM and Stratecast | Frost & Sullivan

  7. A Web’s worth of samples, starting here… JEFF COTRUPE jeffcotrupe@cox.net +1 760 643 0921 Skype: jeffcotrupe PortfolioBlogAllsocial1place

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