Since 1924, International Business Machine Corporation (IBM) has been the most significant player in every stage of the evolution of information technology (IBM 2016). If a company is able to stay relevant in a rapidly changing industry for almost 100 years, they are clearly doing something right. IBM never defined itself by its strategies or products, but by its “forward-thinking culture and management practices grounded in core values” (IBM 2008). In order to learn more about the IT industry and IBM, an interview was conducted with Steve Parent. As IBM Canada’s Executive Senior Unit (ESU) Manager of Natural resource with 27 years of experience in the IT industry, Steve Parent was more than qualified to give industry insights. The most significant
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IBM has a specific strategy for maintaining strong business to business (B2B) relationships. In the interview, Steve described how IBM assigns an executive liaison who is above senior level to each client. This person is responsible “to keep the client happy and help them with their business strategy” (Appendix A). Moreover, the client will know who to contact if anything were to go wrong. Not only does this simplify the communication process for both parties, but also allows for IBM to give their clients the undivided support that they need. For example, Steve described how his best executive only has one client, Suncor. IBM gives the utmost attention to valuable clients because they do not want to lose them. Subsequently, IBM will collaborate with clients to provide solutions to their problems. Although IBM has a multitude of IT solutions, not every client’s needs them or is interested. Steve describes how Suncor may have IT problems, but their main concern pulling oil out of the ground. Offering IT solutions to problems the Suncor doesn’t have is simply a waste of their time. In order to maintain a large client like Suncor, IBM has to solve Suncors relevant IT problems, so they can focus on drilling oil. Overall, Steve addressed how B2B marketing is important for survival in the IT industry, and that IT companies need to give clients the attention they
IBM has a specific strategy for maintaining strong business to business (B2B) relationships. In the interview, Steve described how IBM assigns an executive liaison who is above senior level to each client. This person is responsible “to keep the client happy and help them with their business strategy” (Appendix A). Moreover, the client will know who to contact if anything were to go wrong. Not only does this simplify the communication process for both parties, but also allows for IBM to give their clients the undivided support that they need. For example, Steve described how his best executive only has one client, Suncor. IBM gives the utmost attention to valuable clients because they do not want to lose them. Subsequently, IBM will collaborate with clients to provide solutions to their problems. Although IBM has a multitude of IT solutions, not every client’s needs them or is interested. Steve describes how Suncor may have IT problems, but their main concern pulling oil out of the ground. Offering IT solutions to problems the Suncor doesn’t have is simply a waste of their time. In order to maintain a large client like Suncor, IBM has to solve Suncors relevant IT problems, so they can focus on drilling oil. Overall, Steve addressed how B2B marketing is important for survival in the IT industry, and that IT companies need to give clients the attention they