Challenge

IBM’s Information Lifecycle Governance software division was failing to achieve its revenue targets. More challenging yet, IBM management set the division’s year-end target to be 10x higher than the previous year. Sales reps were worried; they felt that the pipeline generated by marketing wasn’t closing many deals. How could sales and marketing accelerate sales? How could the division leverage IBM’s extensive customer base and sales force?

Solution

Firebrick created a demand gen program that aligns marketing and sales with the highest value accounts and accelerates the sales cycle. Deep analytics identified and prioritized target accounts which were segmented for cross-selling, up-selling, and new customer opportunities. Sales reps were enabled with buyer-centric conversations and customized target account and buyer lists. Marketing and seller activities and buyer response was tracked in order to quickly expand upon success in a buyer segment.

Result

• Identified the most valuable target accounts for a total revenue potential of $50M+
• Developed strategic coverage plan and 30 customer and industry campaigns to achieve revenue target by year end
• IBM management expanded the program to other software divisions