Marketing, sales and service

Apply advanced analytics to create advocacy by optimizing every interaction with customers across multiple channels.

IBM Interactive Experience
Reinventing experiences for growth

Customer-driven strategy
Assess, analyze and build strategies for your customers to address markets, marketing, sales, service and online interactions

Enterprise marketing management
Help integrate, analyze and manage cross-channel relationship marketing using innovative technology to enable increased revenue and reduced costs

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Marketing, sales and service

Optimizing channel strategy to maximize value

Social networking, increased mobility, adoption of digital channels, increased consumer expectations and transparency across industries are just a few of the factors fundamentally reshaping customer interaction. Customers are becoming increasingly sophisticated and have higher expectations of organizations. Enterprises are responding by adding new interaction models and enhancing channel capabilities. However the challenge for businesses today is figuring out where to invest by determining which capabilities will be most impactful to customers.

Most companies have no shortage of ideas on how to improve the customer experience. The real challenge is to select the right set of initiatives that maximize value, taking into account the dependencies on other elements of the operating model. Making the transition to interactive marketing is a journey that begins with executive commitment to a customer-centered organization. It requires achieving a 360-degree view of the customer, engaging customers in an on-going dialog, integrating this conversation across channels, and enabling all this with a solid, scalable marketing platform that allows you to plan, execute, track, and adjust all your marketing operations flexibly and efficiently. The assessments help you gain new customer insight using time-boxed data analytics designed to provide actionable insights that prove the concept and the value of moving your organization in this direction.

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Redefining Boundaries: Insights from the Global C-suite Study

  • Find the insights to excel in the new competitive landscape.

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A Smarter Planet

2015 IBM Global C-suite Study: Redefining Boundaries

  • IBM C-Suite Study 2015

    How 5,247 CxOs are tackling competitive threats: what they think the future holds, how they're identifying new trends and how they plan to prosper in the "age of disruption."

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2013 IBM Global C-suite Study: The Customer-activated Enterprise

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    Across the boardroom, CEOs, CIOs, CFOs, CMOs, CHROs and CSCOs must open up to customer influence, pioneer digital-physical innovation and craft engaging customer experiences.

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CMO Study Case study compendium

CMO Study case study compendium

Read the stories of 6 innovative organizations


Insights from more than 1,700 CEOs