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1 How IBM Launched Cloud-ready Network & Systems Management by Choosing JEFF COTRUPE.

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Presentation on theme: "1 How IBM Launched Cloud-ready Network & Systems Management by Choosing JEFF COTRUPE."— Presentation transcript:

1 1 How IBM Launched Cloud-ready Network & Systems Management by Choosing JEFF COTRUPE

2 Three Key Takeaways 1.The problems IBM faced in launching its Cloud-ready enterprise IT management solution suite 2.How it solved that problem through a six-figure consulting project with Jeff Cotrupe’s employer 3.Results thus far 2

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 3

4 Our Plan, Implemented 4  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/stratecasthttp://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 harmony Perception is reality: unified messaging equals (or at least feels like) unified product line

5 Our Plan, Implemented (continued)  Stand and deliver –NEEDED: third-party tacit endorsement via 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 http://tinyurl.com/77a5ez4  All product datasheets at same URL  Cross-promotion of webcast at same URL 5

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 6

7 7 A Web’s worth of samples, starting here… JEFF COTRUPE jeffcotrupe@cox.net +1 760 643 0921 Skype: jeffcotrupe PortfolioPortfolio Blog Allsocial1placeBlogAllsocial1place

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