New partnership between IBM and Responsive
Marketing and IT is a major focus area for IBM. But the company acknowledges that while IT and marketing is a core competence – the IT Director is still IBM's traditional approach to customers. The role as a specialized marketing consultant is therefore not one of the core competencies at IBM.
This is why a new partnership with the dialogue agency Responsive has been formed, which implies that the agency must act as "marketing enabler" with IBM.
"IBM will use us in the battle for getting marketing on the agenda in the companies we are in dialogue with, and therefore we expect a dialogue with a number of companies that will be interesting for us, "says Torben Vejen from Responsive and continues:
"If the companies want to experience that they get value from their investments in IT, then its all about choosing the right systems, and then reap the benefits of the opportunities that are created by the technology. Regarding this exact issue, IBM has estimated that they need marketing consultants who can help their clients to bridge the gap between IT, marketing and the market."
At this year's DMA conference in Boston it was obvious for the Danish participants that IBM has an interest in marketing. IBM tried to make their mark at the conference – as they were one of the main sponsors and by contributing with several top officials as speakers at the conference.
In the future IT will be the core of the marketing
The increase of data, channels and devices, the companies need to be closer to the customers and the increased demand for documented results seems to push IT in the direction of being the core of the marketing function in the future.
Today the same amount of data that was produced from the beginning of world history till 2003, is now produced in two days. To navigate in this “digital ocean” and get a clear picture of customers' needs and wishes are of course a huge challenge, "says Michael Hviid Tanners from IBM and continues:
"Our international CMO analysis, which has just been completed, shows that technology has the strongest effect on the marketing function. But despite this, less than 30% of the CMO's in the world's largest companies feel equipped to handle these challenges."
Torben Vejen from Responsive indicates that IBM's massive commitment to this area, says something about the changes, which the marketing function has in store.
"Our ambition is to help companies maximize the value of their customer base. The companies customers should buy more, and stay happy and satisfied so that the business relation between the company and the customer will be extended as much as possible, while the costs is being kept down, "says Torben Vejen.
To begin with, the partnership agreement focuses on the Danish and Norwegian markets.
We need your input to CMO Index 12
Last year, more than 700 managers and employees in the Danish marketing departments gave their thoughts on developments in CMO Index 11th.
For the third consecutive year - Loyalty Group, SAS Institute, Copenhagen Business School and Responsive implements the big survey of trends and areas of focus in the Danish marketing departments. And this this year, PostDenmark has joined the implementation of the survey.
Are you working in a marketing department, we'd love to have your input. Reply no later than 5th of January. Then we make sure that you get insight into the overall Danish marketingworld view of the future.
Go to survey here.
The first results are ready in late March. Want to know more about the survey? Contact Tomas Gorrissen.
Merry Christmas and happy New Year - to you from us!
After our housewarming party in October, we received
a lot of positive feedback. And a success like this should be repeated - we think. Therefore, we have already decided to throw two new parties in the new year - one in spring
and one in autumn. In the year that has passed we have had many
things to celebrate
We cuold celebrate, among other things:
- Continuation of many good, long-term customer relationships
- That several new companies will work together with us
- That we have welcomed several new colleagues
So, make a note in your calendar for Friday the 27th of April 2012. We will get back on the date for the party in autumn.
We look forward to 2012
Many companies focuses at this very moment a strong focus on where the growth will come from. At Responsive, we believe that one of the keys to growth is to see the clients in the eyes and thereby maximize the value of the clients customer base.
We are experiencing increasing demand for our solutions. And in 2011 we have welcomed a number of exciting new clients that we are very pleased to help continue the journey towards growth. At the same time we have been partnering with IBM - a collaboration we also look forward to. So overall, we look forward to the coming year.
We look forward to seeing you in the new year - in both professional and social context.
Merry Christmas and Happy New Year to you and your loved ones!
See the Christmas card in full size here.
VL 20 came to visit
Approximately 30 members of the group VL 20 came visiting Rosenvængets Alle to hear Torben Vejen talk about business growth and "where the growth should come from"?.In very simple terms, Torben's answer to this is that the value of the business is placed in the existing customer bases. And that its all about locating and exploiting these opportunities of growth.If you want more info, Torben can be contacted on tel: 31 32 86 98.
Get inspiration on how to optimize your marketing investment
More than ever before, it is all a matter of streamlining ones efforts and to get more quantifiable results out of the marketing budgets. We urge all Heads of Sales and Marketing to take each other's hands, and to get new inspiration through our lectures.