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

How IBM Launched Cloud-ready Network & Systems Management by Choosing JEFF COTRUPE. 1. Three Key Takeaways. The problems IBM faced in launching its Cloud-ready enterprise IT management solution suite

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

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  1. How IBM Launched Cloud-ready Network & Systems Managementby ChoosingJEFF COTRUPE 1

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

  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

  4. Our Plan, Implemented • 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/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 harmonyPerception is reality: unified messagingequals (or at least feels like) unified product line

  5. Our Plan, Implemented (continued) • Stand and deliver • NEEDED: third-party tacit endorsementvia 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 • All product datasheets at same URL • Cross-promotion of webcast at same URL

  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

  7. A Web’s worth of samples, starting here… JEFF COTRUPE jeffcotrupe@cox.net +1 760 643 0921 Skype: jeffcotrupe PortfolioBlogAllsocial1place

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