B2B Clients Salesforce, Microsoft, IBM
Details of how the sales and marketing teams of IBM, Salesforce and Microsoft deal with their B2B clients is detailed below. This includes details of some key roles and responsibilities of these teams, the companies' objectives and their capabilities.
describes itself as 'Your trusted partner for business and technology challenges, including business continuity, remote work forces, virtual client engagement and more'.
Key roles and responsibilities
- IBM’s Senior VP of Digital Sales, and CMO (Chief Marketing Officer),
Michelle Peulso, oversees all global marketing and brand
initiatives. She also has operational responsibility for
Digital Sales and IBM’s commercial segment.
- Michelle's team includes thousands of marketing and sales
- Michelle focuses on extremely 'customer-centric marketing and digital leadership
- Global Markets (formerly Sales and Distribution) — split into geographic regions to allow them to mange the aspects which are specific to each market and develop products to meet each market demands. The three geographic regions are America, Asia Pacific and Europe/Middle East/Africa.
- The companies aim is for 'continued business growth based on innovation'.
- The companies 2019 annual report states they are leading their clients in their next chapter of transformation, as they build agile organizations fueled by data, guided by AI insight and able to work in any cloud environment.
- The chairman's letter in the above report notes their business decisions reflect 'dedication to every client’s success, innovation that matters and for their company and for the world'.
They also endeavor to have 'trust and personal responsibility in all relationships'.
- IBM wants to help customers, especially in the current circumstances caused by the global pandemic. In April, IBM made its
WatsonTM Assistant available at no charge for at
least 90 days to help their clients deal with the increased number of COVID-19 information
requests whilst reducing the
waiting times of citizens.
- An IBM investor briefing from a few years ago noted that they wanted to increase revenue growth in 170 global markets, build a system of partners and identify strategic growth initiatives.
- IBM's business partners are the key distributors for their products.
- Advertising plays a key role in promoting their products. They market directly to corporate customers rather than in print magazines. They email existing customers details of new products
- A research brief notes that they expect B2B sales to be completed more and more via the internet rather than field sales in the future. The report is produced to assist businesses in planning for the future.
Salesforce describes itself as a cloud-based customer relationship management solution for all types of businesses including marketing and IT.
Key roles and responsibilities
- Elizabeth Pinkham
is the company's Executive Vice President responsible for their Global Real Estate. She has responsibility for creating a 'one of a kind experience for employees, customers, partners and the community'.
- Simon Mulcay, CMO notes that they have a tight alignment between sales and marketing. They focus on creating a holistic view of the relationship they have with their customer.
- Global offices in USA, Canada, Latin America and Caribbean, Europe, Middle East and Africa and Asia Pacific. Their Worldwide Corporate Headquarters is in San Francisco. Each office listed on their website has a contact for sales which is either a telephone number or a link to another page with a form to complete to make an inquiry. The inquiry forms include a box to tick to receive marketing information from the company.
- The company's Marketing and Communications teams are responsible for sharing the company's messages. They do this by meeting Fortune 500 companies, holding events to market their products and giving briefings to top-tier media.
- The company has an international marketing council so that leaders in each region can get together on a quarterly basis and share local best practices.
- The company has product marketing managers who attend events such as Salesforce World Tour London 2019 to promote their products such as their, Pardot B2B marketing automation product, to businesses.
- Salesforce vision was to 'reinvent the CRM in the cloud'.
- The company aim to create a culture of 'sharing and success' so that their teams work together towards the company's success.
- Salesforce believe by making new technology such as AI and the internet of things easier and more accessible they can create a future with more opportunity and equality for everyone.
- The sales and marketing teams work closely together focussing on four key areas to deliver growth. Their customer focus involves creating a holistic view of the customer, which allows their teams to coordinate their activities with a shared view of the customer. They aim to actively listen to their customers by ensuring that their marketing team are speaking the same language as the customer.
- They operate a 'pipeline science' approach which involves tracking every marketing activity to determine its impact. This allows them to review their spending on different areas and to put their resources where they are seeing results.
- They also want their customers to become 'evangelists' of Salesforce as they consider them the best people to share the word about the services of their company.
- They operate an integrated planning process so that marketing and sales are aligned to the same goals.
- The company also provide weekly performance reviews to their marketing and leadership teams so that they can make informed decisions.
- Salesforce produces blog articles to provide guidance to small businesses such as given hints and tips about SEO (search engine optimization).
- Salesforce has won Fortune's most admired company award in 2020 as well as featured in the Fortune's best companies to work for 12 years in a row.
Microsoft 365 for business is the company's product promoted specifically at businesses. They also offer other products like Azure and Microsoft for startups.
Key roles and responsibilities
- Takeshi Numoto, Commercial Chief Marketing Officer is responsible for the company's worldwide commercial business which includes a broad product portfolio that enables businesses to modernize and digitally transform their operations using Microsoft’s services and products.
- Emma Da Silva
, Vice President,
Marketing and Operations, Microsoft Canada. Although this position/website relates specifically to Canada, it seems reasonable to assume that a company of this size would have similar roles in other countries that they operate in.
- The company's marketing team operates as a 'single, unified team across products, services, and devices. The team has centralized and advertising, brand, communications, and media teams. The link shows some the types of roles currently advertised for those teams.
- Microsoft's mission is to 'empower every person and every organization on the planet to achieve more'.
- Microsoft produces blog articles aimed at promoting their products to businesses such as their Workboard and Teams products. The article linked here looks at how the product can drive business results.
- The company's website for businesses offers new customers to 'get first six months free of Microsoft 365 Business Basic' when they sign up to the product. The website also offers a video to give prospective customers a tour of the product.
- Microsoft's marketing strategy has changed from attacking its competitors to focusing on making the brand more customer-centric. Further, detailed information about this can be found in the Microsoft Corporation Report which is available behind a paywall.
Extensive research was completed of each of the companies main websites as well as other linked websites to these to determine the information required. Further, searches of financial reports and blogs were reviewed to establish more detail. Careers and vacancies were reviewed to assist in determining the types of roles and set up of the sales and marketing departments of the companies.