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Software & Services Marketing News Outside In: "What do ISVs want from IBM?" June 15, 2004 Outside in is a new, occasional series presenting opinions and analysis from important groups outside IBM.
Since working as a consultant, I've been asked many times by IBMers "what do ISVs want from IBM?" Very simply, they want sales and go-to-market support. IBM has a good track record in helping Strategic Alliance ISVs achieve sales, but the sales and go-to-market support have been elusive to the hundreds of other ISVs working with IBM. However, a change is happening with the PartnerWorld Industry Network program. By providing a combination of industry alignment, enablement and go-to-market sales support, the PartnerWorld Industry Networks are now delivering the help ISVs have been requesting. For years, ISVs have been excited about IBM's middleware, but candidly, mid-size and small ISVs have had a difficult time knowing specifically who to work with in IBM, and how to achieve sales success with IBM customers. I believe the PartnerWorld Industry Networks are focused on solving the right problems, and continuing to improve upon the terrific support already provided. For example: The Virtual Innovation Center is building on the success of the Innovation Centers and the Industry Campaign Designer continues to improve on the go-to-market assistance that small and mid-size ISVs need. Another highlight is the IBM Sales Connections, which is currently being piloted. It will provide ISVs who have an SMB opportunity sales linkage with the business partner sales team on the account. I know that it is early in the execution of the PartnerWorld Industry Networks, and accomplishments are being measured in terms of how many industries have launched the program and how many ISVs have signed up. These are all good and necessary measures of program success, but you shouldn't forget that the ISVs will judge the success of the program by the sales of their products to IBM customers. And that's exactly what IBMers should be focusing on as well. It's imperative that execution of each element of the PartnerWorld Industry Networks achieve and exceed the ISV's expectations. The results will be a simple win-win-win equation. When customers buy an IBM industry solution, the customer wins by getting a great total solution from IBM; IBM wins by selling middleware and the entire portfolio of offerings; and the ISV wins by selling their product. Thanks for taking to time to listen to "an outsider's perspective". As I continue my research with ISVs, I'll be sure to share my findings with you. Howie is interested in hearing your comments and questions. You can reach him at 914-874-5184 or Howie.Hunger@PersonalSystems.biz. |
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