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DOCNUM = PCALEM
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TITLE = GPC: Guide to IBM Global Professional Careers
AUTHOR = IBM Global Learning

Title: GPC: Guide to IBM Global Professional Careers
Authors: IBM Global Learning
Document Number: PCALEM
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TITLE Title Page

GPC: Guide to IBM Global Professional Careers

Document Number PCALEM

April 2, 1998

IBM Global Learning

EDITION Edition Notice

First Edition, Revision four, March 24, 1998

This document is a guide to IBM Global Professional Careers for use by all IBM organizations throughout the world. It replaces and supersedes all previous guides to IBM Expert Careers, Specialized Roles or IBM Worldwide Sales and Services Professions published in any geography or country or other organization.

CONTENTS Table of Contents

[Summarize]

TITLE         Title Page

EDITION       Edition Notice

CONTENTS      Table of Contents

FIGURES       Figures

PREFACE       About This Guide

1.0           Overview

1.1           Chapter 1.  Introduction
1.1.1         Overview
1.1.2         Definition of a Global Professional Career
1.1.3         IBM Global Professional Careers

1.2           Chapter 2.  Skills Framework and Templates
1.2.1         Introduction
1.2.2         Skill Categories
1.2.3         Skill Proficiency Levels
1.2.4         Profession Positions and Template Linkage
1.2.5         Skill Development Activities
1.2.6         Summary

1.3           Chapter 3.  Certification Principles and Standards
1.3.1         Introduction
1.3.2         Criteria
1.3.3         Nomination Package
1.3.4         Certification Review Process
1.3.5         Individual Profession Requirements

2.0           Marketing Professional Career

2.1           Chapter 4.  Marketing Professional Career
2.1.1         Marketing Professional Career Overview
2.1.2         Professional Career Structure
2.1.3         Marketing and Sales
2.1.4         Characteristics of the Profession
2.1.5         Potential Candidates
2.1.6         Title Structure
2.1.7         Career Growth
2.1.8         Certification
2.1.9         Performance Elements
2.1.10        Marketing Professional Career Skills Profile
2.1.11        Professional Development
2.1.12        Marketing Professional Career Position Descriptions
2.1.13        Marketing Professional Career Role Descriptions

2.2           Chapter 5.  Marketing Management Profession Discipline
2.2.1         Marketing Management Profession Discipline Overview
2.2.2         Profession Discipline Structure
2.2.3         Characteristics of the Profession Discipline
2.2.4         Potential Candidates
2.2.5         Career Growth
2.2.6         Performance Elements
2.2.7         Marketing Management Profession Discipline Skills Profile
2.2.8         Professional Development
2.2.9         Marketing Management Position Descriptions

2.3           Chapter 6.  Market Intelligence Profession Discipline
2.3.1         Market Intelligence Profession Discipline Overview
2.3.2         Profession Discipline Structure
2.3.3         Characteristics of the Profession Discipline
2.3.4         Potential Candidates
2.3.5         Career Growth
2.3.6         Performance Elements
2.3.7         Market Intelligence Profession Discipline Skills Profile
2.3.8         Professional Development
2.3.9         Market Intelligence Position Descriptions
2.3.10        Market Intelligence Specialty Descriptions

2.4           Chapter 7.  Distribution Channels Marketing Profession Discipline
2.4.1         Distribution Channels Marketing Profession Discipline Overview
2.4.2         Profession Discipline Structure
2.4.3         Characteristics of the Profession Discipline
2.4.4         Potential Candidates
2.4.5         Career Growth
2.4.6         Performance Elements
2.4.7         Distribution Channels Marketing Profession Discipline Skills Profile
2.4.8         Professional Development
2.4.9         Distribution Channels Marketing Position Descriptions
2.4.10        Distribution Channels Marketing Specialty Descriptions

2.5           Chapter 8.  Technical Support Marketing Profession Discipline
2.5.1         Technical Support Marketing Profession Discipline Overview
2.5.2         Profession Discipline Structure
2.5.3         Characteristics of the Profession Discipline
2.5.4         Potential Candidates
2.5.5         Career Growth
2.5.6         Performance Elements
2.5.7         Technical Support Marketing Profession Discipline Skills Profile
2.5.8         Professional Development
2.5.9         Technical Support Marketing Position Descriptions
2.5.10        Technical Support Marketing Specialty Descriptions

2.6           Chapter 9.  Marketing Communications Profession Discipline
2.6.1         Marketing Communications Profession Discipline Overview
2.6.2         Profession Discipline Structure
2.6.3         Characteristics of the Profession Discipline
2.6.4         Potential Candidates
2.6.5         Career Growth
2.6.6         Performance Elements
2.6.7         Marketing Communications Profession Discipline Skills Profile
2.6.8         Professional Development
2.6.9         Marketing Communications Position Descriptions
2.6.10        Marketing Communications Specialty Descriptions

2.7           Chapter 10.  Direct Marketing Profession Discipline
2.7.1         Direct Marketing Profession Discipline Overview
2.7.2         Profession Discipline Structure
2.7.3         Characteristics of the Profession Discipline
2.7.4         Potential Candidates
2.7.5         Career Growth
2.7.6         Certification Nomination Guide
2.7.7         Performance Elements
2.7.8         Direct Marketing Profession Discipline Skills Profile
2.7.9         Professional Development
2.7.10        Direct Marketing Position Descriptions

2.8           Chapter 11.  Database Marketing Profession Discipline
2.8.1         Database Marketing Profession Discipline Overview
2.8.2         Profession Discipline Structure
2.8.3         Characteristics of the Profession Discipline
2.8.4         Potential Candidates
2.8.5         Career Growth
2.8.6         Certification Nomination Guide
2.8.7         Performance Elements
2.8.8         Database Marketing Profession Discipline Skills Profile
2.8.9         Professional Development
2.8.10        Database Marketing Position Descriptions

3.0           Sales Professions

3.1           Chapter 12.  Client Relationship Profession
3.1.1         Client Relationship Profession Overview
3.1.2         Profession Structure
3.1.3         Characteristics of the Profession
3.1.4         Potential Candidates
3.1.5         Career Growth
3.1.6         Certification Nomination Guide
3.1.7         Performance Elements
3.1.8         Client Relationship Profession Skills Profile
3.1.9         Professional Development
3.1.10        Client Relationship Position Descriptions

3.2           Chapter 13.  General Business Relationship Profession
3.2.1         General Business Relationship Profession Overview
3.2.2         Profession Structure
3.2.3         Characteristics of the Profession
3.2.4         Potential Candidates
3.2.5         Career Growth
3.2.6         Certification Nomination Guide
3.2.7         General Business Relationship Profession Skills Profile
3.2.8         Professional Development
3.2.9         General Business Relationship Position Descriptions

3.3           Chapter 14.  Sales Specialist Profession
3.3.1         Sales Specialist Profession Overview
3.3.2         Profession Structure
3.3.3         Characteristics of the Profession
3.3.4         Potential Candidates
3.3.5         Career Growth
3.3.6         Certification Nomination Guide
3.3.7         Performance Elements
3.3.8         Sales Specialist Profession Skills Profile
3.3.9         Professional Development
3.3.10        Additional Information
3.3.11        Sales Specialist Position Descriptions

4.0           Services Professions

4.1           Chapter 15.  Consultant Profession
4.1.1         Consultant Profession Overview
4.1.2         Profession Structure
4.1.3         Characteristics of the Profession
4.1.4         Potential Candidates
4.1.5         Career Growth
4.1.6         Certification Requirements
4.1.7         Certification Nomination Guide
4.1.8         Performance Elements
4.1.9         Consultant Profession Skills Profile
4.1.10        Consulting Templates
4.1.11        Professional Development
4.1.12        Consultant Position Descriptions

4.2           Chapter 16.  Education Profession
4.2.1         Education Profession Overview
4.2.2         Profession Structure
4.2.3         Characteristics of the Profession
4.2.4         Potential Candidates
4.2.5         Career Growth
4.2.6         Certification Nomination Guide
4.2.7         Performance Elements
4.2.8         Education Profession Skills Profiles
4.2.9         Professional Development
4.2.10        Education Position Descriptions

4.3           Chapter 17.  IT Architect Profession
4.3.1         IT Architect Profession Overview
4.3.2         Profession Structure
4.3.3         Characteristics of the Profession
4.3.4         Potential Candidates
4.3.5         Career Growth
4.3.6         Certification Nomination Guide
4.3.7         Performance Elements
4.3.8         IT Architect Profession Skills Profile
4.3.9         Skills Templates
4.3.10        Professional Development
4.3.11        IT Architect Position Descriptions

4.4           Chapter 18.  I/T Availability Profession
4.4.1         I/T Availability Profession Overview
4.4.2         Profession Structure
4.4.3         Characteristics of the Profession
4.4.4         Potential Candidates
4.4.5         Career Growth
4.4.6         Certification Nomination Guide
4.4.7         Performance Elements
4.4.8         I/T Availability Profession Skills Profile
4.4.9         Professional Development
4.4.10        I/TAP Profession Position Descriptions
4.4.11        I/TAP Discipline Position Descriptions

4.5           Chapter 19.  I/T Specialist Profession
4.5.1         I/T Specialist Profession Overview
4.5.2         Profession Structure
4.5.3         Characteristics of the Profession
4.5.4         Potential Candidates
4.5.5         Career Growth
4.5.6         Certification Nomination Guide
4.5.7         Performance Elements
4.5.8         I/T Specialist Profession Skills Profile
4.5.9         Professional Development
4.5.10        I/T Specialist Position Descriptions

4.6           Chapter 20.  Project Management Profession
4.6.1         Project Management Profession Overview
4.6.2         Profession Structure
4.6.3         Characteristics of the Project Management Profession
4.6.4         Potential Candidates
4.6.5         Career Growth
4.6.6         Certification Nomination Guide
4.6.7         Performance Elements
4.6.8         Project Management Profession Skills Profile
4.6.9         Professional Development
4.6.10        Project Management Position Descriptions

FIGURES Figures

1-1. IBM Global Professional Careers - Title Structure 1.1.3

2-1. IBM Global Professional Careers - Template Names & Numbers 1.2.4

4-1. Marketing Profession Career Possibilities 2.1.5

5-1. Marketing Management Profession Discipline Career

Possibilities 2.2.4

6-1. Market Intelligence Profession Discipline Career

Possibilities 2.3.4

7-1. Distribution Channels Marketing Profession Discipline Career

Possibilities 2.4.4

8-1. Technical Support Marketing Profession Discipline Career

Possibilities 2.5.4

9-1. Marketing Communications Profession Discipline Career

Possibilities 2.6.4

10-1. Direct Marketing Profession Discipline Roadmap - #1 2.7.2

10-2. Direct Marketing Profession Discipline Roadmap - #2 2.7.2

10-3. Direct Marketing Profession Discipline Roadmap - #3 2.7.2

10-4. Direct Marketing Profession Discipline: Career

Possibilities 2.7.3

11-1. Database Marketing Profession Discipline Roadmap - #1 2.8.3

11-2. Database Marketing Profession Discipline Roadmap - #2 2.8.3

11-3. Database Marketing Profession Discipline Roadmap - #3 2.8.3

11-4. Database Marketing Profession Discipline: Career

Possibilities 2.8.4

12-1. Client Relationship Profession Roadmap 3.1.2

12-2. Client Relationship Profession Roadmap 3.1.2

12-3. Client Relationship Profession Roadmap 3.1.2

12-4. Client Relationship Profession Career Possibilities 3.1.4

13-1. General Business Relationship Profession Roadmap - #1 3.2.2

13-2. General Business Relationship Profession Roadmap - #2 3.2.2

13-3. General Business Relationship Profession Roadmap - #3 3.2.2

13-4. General Business Relationship Profession Career

Possibilities 3.2.4

14-1. Sales Specialist Profession Roadmap - #1 3.3.3

14-2. Sales Specialist Profession Roadmap - #2 3.3.3

14-3. Sales Specialist Profession Career Possibilities 3.3.4

15-1. Consultant Profession Roadmap - #1 4.1.2

15-2. Consultant Profession Roadmap - #2 4.1.2

15-3. Consultant Profession Career Possibilities 4.1.4

15-4. Dual Consulting Career Path 4.1.5

16-1. Education Specialist Profession Roadmap - #1 4.2.3

16-2. Education Specialist Profession Roadmap - #2 4.2.3

16-3. Education Profession Career Possibilities 4.2.5

17-1. IT Architect Profession Roadmap 4.3.2.1

17-2. IT Architect Profession Career Possibilities 4.3.4

18-1. I/T Availability Profession Roadmap: Associate I/TAP 4.4.2.1

18-2. I/T Availability Profession Roadmap: Advisory I/TAP 4.4.2.1

18-3. I/T Availability Profession Roadmap: Senior I/TAP 4.4.2.1

18-4. I/T Availability Profession Roadmap: Consulting I/TAP 4.4.2.1

18-5. I/T Availability Profession Roadmap: Senior Consulting

I/TAP 4.4.2.1

18-6. I/T Availability Profession Career Possibilities 4.4.4

19-1. I/T Specialist Profession Roadmap - #1 4.5.3

19-2. I/T Specialist Profession Roadmap - #2 4.5.3

19-3. I/T Specialist Profession Career Possibilities 4.5.4

20-1. Project Management Profession Roadmap - #1 4.6.2

20-2. Project Management Profession Roadmap - #2 4.6.2

20-3. Project Management Profession Career Possibilities 4.6.4

PREFACE About This Guide

This is the First edition of the "Guide to IBM Global Professional Careers." It establishes common definitions of professions to be consistently implemented for employees throughout IBM. It incorporates the former IBM Worldwide Sales and Services Professions, and a newly defined Marketing Professional Career. The former S&S professions of Database Marketing and Direct Marketing become disciplines of the new Marketing Professional Career. The former S&S Segment Management profession is absorbed into the Marketing Management discipline of the Marketing Professional Career. All other S&S professions remain as IBM Global Professional Careers to be utilized across IBM, without regard to organizational boundaries.

This document is incomplete and a work in progress. Overtime it will include all global professional careers in IBM, those already existing and those to be defined. It will also bring these professional careers together in a cohesive career framework of consistent terminology, processes and principles that promotes a common understanding of IBM career opportunities.

This document supersedes the "Guide to IBM Worldwide Sales & Services Professions," first published June 26, 1995, and last updated January 6, 1997.

Subtopics:

PREFACE.1 Change History

PREFACE.1 Change History

    ____________________ ___________________________________________________  
   | Date               | Change                                            |
   |____________________|___________________________________________________|
   | April 15, 1997     | First Release                                     |
   |____________________|___________________________________________________|
   | May 9, 1997        | Consulting Client Relationship Representative     |
   |                    | position defined. Clarification of SSR positions  |
   |                    | in I/T Availability Profession.                   |
   |____________________|___________________________________________________|
   | July 7, 1997       | Addition of Associate position descriptions for   |
   |                    | all Marketing Professional Disciplines.           |
   |                    | Profession roadmap graphics enlarged for          |
   |                    | readability.                                      |
   |____________________|___________________________________________________|
   | July 23, 1997      | Deleted skills in Sales Specialist Profession     |
   |                    | Skills Profile summary to match templates in      |
   |                    | SKILLS tool, and updated contacts for additional  |
   |                    | information.                                      |
   |____________________|___________________________________________________|

1.0 Overview

Subtopics:

1.1 Chapter 1. Introduction

Subtopics:

1.1.1 Overview

IBM is constantly changing to meet new customer and market requirements. One of the changes is the transition to a global corporation. International businesses serving global clients have been created, and the organization will continue to change in response to their needs.

IBM Professionals need to develop appropriate skills, knowledge, experience and establish a track record of contribution within this changing environment to continue to provide services that Clients and the Corporation require. The Global Professional Careers provide a framework for this. They are organizationally independent, and focus on the critical major professional groups demanded by IBM Clients or that IBM requires to support its business. The Global Professional Careers are deployed consistently, ensuring a standard of quality throughout the world, through definition of skills required at all positions, and professional review that is independent of line management at critical career stages.

Global businesses require consistency of operations. The Global Professional Careers, linked to job classification, compensation and skilled resource management, provide a vital foundation for consistent operations. Because they are organization independent, they also provide a stable career framework for employees within a changing business environment. They affect many thousands of IBM professionals and support IBM's initiatives by creating a career framework that develops professionals in support of strategic business objectives.

1.1.2 Definition of a Global Professional Career

To truly be a global business, skilled resources must be readily teamed, use common processes and methodologies, and be shared across geographic and organizational boundaries. To meet the competitive needs of global markets, IBM has established Global Professional Careers to identify, define and build client valued skills that are consistently implemented.

The characteristics and objectives of the IBM Global Professional Careers are:

To address a business need for employees to have commonly defined skills that are consistently implemented worldwide
Professionals are accountable for or contribute to:
- Customer satisfaction
- IBM revenue and/or
- IBM profit
To address the need for skilled employees within most countries
- Applicable to a critical mass of several hundred employees worldwide
Able to span a career from entry up to executive level positions.
A certification of skills, experience, leadership, customer satisfaction, contribution to the business and business need may be required for advancement to top ranks of a profession.

In their design, the Global Professional Careers:

May contain several disciplines, which may in turn be made up of a number of specialties.
Are intended to be both organizationally and geographically independent
Are expected to provide a measure of career planning stability to employees while being responsive to the needs of the business.
Have a Worldwide Executive Leader to sponsor & champion the profession, facilitated by a support team of profession leaders from each geography, and an appointed worldwide leader of the profession support team.

1.1.3 IBM Global Professional Careers

IBM management has identified professions key to achievement of business results that require common definition of professional standards and skills for consistent worldwide implementation. The professions span 3-5 professional positions, affording employees professional growth over the course of their careers from the entry levels of the profession to the top levels of the profession.

The structure of the profession positions is:

    ____________________________________ ___________________________________  
   | All but some Marketing Profession  | All Marketing Profession          |
   | Disciplines                        | Disciplines Except Direct         |
   |                                    | Marketing & Database Marketing.   |
   |____________________________________|___________________________________|
   | {Professional}                     | Associate {Professional}          |
   | Advisory {Professional}            | Associate {Professional}          |
   | Senior {Professional}              | {Professional}                    |
   | Consulting {Professional}          | {Professional}                    |
   | Senior Consulting {Professional}   | Senior {Professional}             |
   |____________________________________|___________________________________|

The Consulting and Senior Consulting positions are certified positions for all professions, except for the Consulting Profession, where certification is required starting at the Senior position.

The titles used by each profession are shown in Figure 1-1

The IBM Global Professional Careers are:

Client Relationship
Understanding our customers' values and needs and properly attending to their requirements, locally as well as globally, is extremely critical to our success. The Client Relationship Professional is responsible for understanding their business requirements and influencing the inner circle of top management.
The Client Relationship Professional is responsible for the overall Customer/IBM relationship and the execution of associated business strategies. He/She monitors key IBM activities within the client environment. He/She identifies and qualifies IBM opportunities, shares information with appropriate members of the extended team supporting the customer, gains customer commitment to solutions and ensures overall customer satisfaction.
Consultant
Consultants provide advice and counsel to clients for a fee. They use their skills, experience, intellectual capital and an integrated set of methodologies to solve client business problems, translating their findings into written, actionable recommendations. Consultants work in an unstructured environment creating, sharing, and reusing intellectual capital to solve diverse, business and technology problems
Consultants are part of the IBM Consulting Group. They belong to a Practice, recognized by the IBM Consulting Group, usually within an Industry Solutions Unit or in SI. They are trained in IBM's generic issue-based consulting methodology, and they specialize in a Service Line (such as Business Transformation, IT Strategy, Application Development Effectiveness or Information and Technology Management).
```
             


   Figure  1-1. IBM Global Professional Careers - Title Structure
```
Education
An Education Specialist will work in one or several areas of the Education services business, and will normally have a high level of skills in possibly an IT discipline, and apply that expertise in the areas below -
There are four areas of Education Specialization:
- INSTRUCTION encompasses instructor facilitated training.
- DEVELOPMENT covers all tasks involved in preparing a training intervention.
- PERFORMANCE CONSULTANCY involves working with clients to evaluate and define job performance needs and to lead the activities to achieve improvement.
- CURRICULUM SPECIALIZATION includes defining market/customer requirements, determining training, and managing a business portfolio.
In short, working within the Education profession covers a wide range of services activities, connected with skills improvement, and management of that for customers.
General Business Relationship
The GB Relationship professional is responsible for developing client relationships and executing an industry-aligned territory coverage plan, ensuring overall customer satisfaction. He/she must evaluate various distribution methods to market, develop and direct an effective strategy based on customer requirements within the segment. The GB Professional must have extensive industry and solution skills to work effectively with the client, plus an excellent knowledge of our channel strategy. He/she works closely with Marketing Management professionals to execute the segment go-to-market plan.
I/T Architect
The IT Architect creates information technology solutions to clients' business problems. These IT solutions may include systems, applications or processes, and may involve the application and integration of a wide variety of products, technologies and services. The IT Architect must have extensive knowledge of systems, architectures, systems management, networking and application design techniques, and must be able to identify, evaluate and select the elements of the solution which best meet the client's business needs.
I/T Availability
The I/T Availability Professional is a key contributor in maintaining IBM as the availability services provider of choice. Their primary responsibility is to ensure the client's I/T goals are met. The I/T Availability Profession is structured to recognize professionals responsible for supporting hardware, software, and I/T services. The disciplines of the I/T Availability Profession focus on client services relationships and satisfaction, hardware and software maintenance support, and availability services and support.
I/T Specialist
The I/T Specialists must have in-depth understanding of products, offerings and services within their specialty in order to deliver high quality solutions to clients in response to varying business requirements. The I/T Specialist supports solution construction, implementation, and systems integration in a Technology, Industry or Business specialty. Specific specialities fall within the following major discipline areas:
- Application Development and Maintenance,
- Client/Server,
- Customized Operational Services,
- Industry/Cross Industry Solutions,
- Networking, and
- Systems.
Depending on their organization or role, the I/T Specialist either performs services for fee or provides technical support for product sales. Currently, I/T Specialists are deployed in sales, services, industry, manufacturing and development, and internal I/T organizations.
Marketing
The Marketing Profession plays an important role in IBM's ongoing transformation into a market-driven company. Marketing professionals support a system that manages the activities associated with bringing offerings and solutions to the market with value recognized by the customer. The Marketing Profession incorporates the steps necessary to balance customer and market needs and IBM's internal capabilities to produce global brand unit and/or business unit strategies, plans and programs to increase both IBM's market participation and profitability.
Marketing professionals are skilled in coordinating internal and external resources, developing strategies and plans, utilizing market intelligence data, understanding market and competitive trends, and applying responsive creative thinking.
There are six profession disciplines within the Marketing Profession as follows:
- Marketing Management
- Market Intelligence
- Distribution Channels Marketing
- Technical Support Marketing
- Marketing Communications
- Direct Marketing
  - Direct Marketing
  - Database Marketing
Both Direct Marketing and Database Marketing were announced as professions in October, 1994, and the certification process remains applicable to them within the Marketing Profession.
Project Management
Project Management is the management of work in the information technology environment. This includes the project plan for completing the work, the schedule for completion and delivery of all project deliverables, the staffing and management of the project team, the financial plan, the tracking of the plan to actual in all areas of the project, containment of the project scope as defined in the Statement of Work, resolution of issues, responsibility for customer satisfaction, and project communications - verbal and written - of status to all parties involved. Project Management is accomplished by the application of proven methodologies and techniques with the goal of ensuring the consistent delivery of high quality services and/or solutions which meet client requirements and expectations and fulfill IBM's obligations.
Sales Specialist
Sales specialist professionals are responsible for selling IBM offerings (hardware, software, services and industry solutions) directly to customers. A sales specialist specializes in a set of related offerings, called a "discipline".
Sales specialist professionals are assigned to specific opportunities where they possess the sales and technical expertise required to conduct all phases of the sales cycle. They are responsible for winning the business and the customer's satisfaction with the engagement and the offering.

Each profession is led by a senior executive who takes responsibility for tailoring the range and depth of skills to customer requirements and works with the business managers to promote the spread of IBM Global Professional Careers within the company.

Each profession has a worldwide standard in the form of a skills template, which defines both the skills and the skill level required. Meeting this standard demonstrates skills excellence worldwide. It is also essential for the global management of IBM Skills.

The target is to create a global core of highly accomplished professionals with a common level of world class skills which can be deployed rapidly, in innovative combinations, to help Customers increase their business success.

Individuals will also be assessing themselves against additional standards of Skills Excellence as required by Industry, Product, Services, or Geographic IBM Businesses.

The IBM Global Professional Careers enable IBMers to measure themselves against worldwide standards. For professionals, these building blocks of world class skills with high customer value, provide the raw material with which they build their careers within the IBM global business. But it's the flexibility with which we can combine these skills from engagement to engagement which is key. IBM employees benefit from the increased control of their own professional destiny, through the effective application of their skills, in an IBM environment that recognizes their value.

1.2 Chapter 2. Skills Framework and Templates

Subtopics:

1.2.1 Introduction

As an employee your skills are critical to the IBM corporation as well as your personal success. Your clients - whether internal or external - value skills and experience. Now more than ever, their satisfaction depends on your ability to apply the skills you have; and to keep pace by developing more and deeper skills each day.

But - which skills should you develop? The SKILLS tool has thousands of skills in its data base. Which are the ones that are valued by your clients? The answers to those questions are provided by skills profiles for professional careers, which are organized into templates, as windows into the SKILLS data base.

1.2.2 Skill Categories

IBM professionals are expected to demonstrate skill proficiencies in several major skill categories. Those categories are:

    ____________________________________ ___________________________________  
   | All but some disciplines of the    | All disciplines of the Marketing  |
   | Marketing Professional Career      | Professional Career except Direct |
   |                                    | Marketing & Database Marketing.   |
   |____________________________________|___________________________________|
   | °   Business Acumen                | °   General Marketing Skills      |
   | °   IBM Environment                | °   IBM Internal Skills           |
   | °   Project Management             |                                   |
   | °   Products/Technology/Services   |                                   |
   | °   Personal                       |                                   |
   |                                    |                                   |
   | Professionals dealing with         |                                   |
   | external customers and clients are |                                   |
   | also expected to maintain skills   |                                   |
   | in two additional categories.      |                                   |
   |                                    |                                   |
   | °   Client Environment             |                                   |
   | °   Industry                       |                                   |
   |____________________________________|___________________________________|

At a minimum, each global professional career template contains skills in these categories. The specific skills vary depending on the requirements of the individual professions. In addition, most professions expand the list to include specific skills that are relevant to that profession. Thus, the client relationship professional template will include within its expanded list additional skills specifically related to the client environment category. Similarly, one will find additional project management skills within the project management professional template. The specific list of skills in each professional template can be found in the chapter describing the profession in this guide.

1.2.3 Skill Proficiency Levels

Each skill contained within a professions template has a proficiency level defined with it that reflects the target level of proficiency at which a professional is expected to perform. That proficiency level has been established according to the worldwide standard in the following table.

    ___________ ____________________________________ _______________________  
   |   LEVEL   | Proficiency Definition             | Experience            |
   |           |                                    |                       |
   |___________|____________________________________|_______________________|
   |     0     | No skill                           | None                  |
   |           |                                    |                       |
   |___________|____________________________________|_______________________|
   |     1     | Limited knowledge                  | None                  |
   |           |                                    |                       |
   |___________|____________________________________|_______________________|
   |     2     | Limited ability to perform. Has    | Very limited          |
   |           | general conceptual knowledge only. |                       |
   |___________|____________________________________|_______________________|
   |     3     | Can perform with assistance. Has   | Has performed with    |
   |           | applied knowledge.                 | assistance on         |
   |           |                                    | multiple occasions.   |
   |           |                                    | Has performed in      |
   |           |                                    | routine situations    |
   |           |                                    | independently.        |
   |___________|____________________________________|_______________________|
   |     4     | Can perform without assistance,    | Repeated, successful  |
   |           | Has in-depth knowledge. Can lead   |                       |
   |           | or direct others in performing.    |                       |
   |___________|____________________________________|_______________________|
   |     5     | Can give expert advice and lead    | Extensive,            |
   |           | others to perform. Is sought by    | comprehensive         |
   |           | others for consultation and        |                       |
   |           | leadership. Has comprehensive      |                       |
   |           | knowledge with ability to make     |                       |
   |           | sound judgements.                  |                       |
   |___________|____________________________________|_______________________|

When an individual assesses himself/herself against these target levels of proficiency the same definitions should be used. This will facilitate a consistent worldwide skill assessment.

These skill proficiency levels also differentiate the professions. For example, a product sales specialist would be expected to have a higher level of proficiency in product skills than a client relationship representative. Typically, this would show up as a proficiency level of 4 or 5 in the "Understand IBM platforms skill" for a sales specialist but only a proficiency level 3 for a client relationship representative.

1.2.4 Profession Positions and Template Linkage

As discussed in "IBM Global Professional Careers" in topic 1.1.3, each global professional career has a position structure that potentially has five positions. As an example, within the Sales Specialist Profession, the generic positions are:

Sales Specialist
Advisory Sales Specialist
Senior Sales Specialist
Consulting Sales Specialist
Senior Consulting Sales Specialist

The specific implementation of a professional career structure varies by profession due to considerations of tradition, marketplace usage, competition, etc., as illustrated in Figure 1-1 in topic 1.1.3. Within any specific geography, the business title an individual uses should match the title scheme, but may vary based on the specific needs of the geographic unit. If individuals have or may not specifically match the title scheme. If individuals have difficulty associating these positions with their actual position or title, they should seek guidance from their geography skills manager or profession leader.

Several factors are taken into account when an individual is assigned a position within a professional career. Among them are skills and experience; complexity of environment; impact on the business; business need; etc. This guide focuses primarily on the skills and experience piece and does not address the other factors which can vary significantly by geography.

One of the prime objectives of the IBM Global Professional Careers is to ensure all individuals performing in the same position worldwide have equivalent skills. Accordingly, each professional position has a unique template assigned to it. Those templates are identified by the same titles used by the professions, following the standard of profession name - position within the profession. Figure 2-1 contains the template name and number of each professional template associated with the IBM Global Professional Careers.

As might be expected, the more advanced positions within professions typically require more in depth skills and experience. Thus, an entry level position will typically have a preponderance of skills with a 2 proficiency level while a consulting position will have a substantial number at a 4 and 5 proficiency level.

Figure 2-1. IBM Global Professional Careers - Template Names & Numbers

1.2.5 Skill Development Activities

Growing your skills requires a combination of experience, education, training, coaching and mentoring. These elements are called Skill Development Activities. Education and training can be separated into several forms ranging from self study, distance learning, classroom and seminars. The integration of these delivery methods can be an efficient and cost effective way to build your skills. Refer to the Education Roadmap page of the IEC Course Catalog at http://w3.lahulpe.ibm.com/roadmaps/index.html for an overview of the Worldwide Professions and links to the Common Skills Categories and Professions Roadmaps.

Included in the profession chapters that follow are separate sections titled "Skill Development Activities" that provide directions for obtaining profession specific information.

1.2.6 Summary

As discussed, effective management of IBM skilled professionals on a worldwide basis is required. The ability to tightly link the profession positions with specific skill templates is critical to this management system. This will ensure that all individuals worldwide in the same profession position will assess themselves against the same skills and at the same level of proficiency - a most significant step toward achieving worldwide consistent skills.

1.3 Chapter 3. Certification Principles and Standards

Subtopics:

1.3.1 Introduction

As a professional develops knowledge and experience on the job, they are progressing towards the ability to handle additional/more job responsibility on a higher level. IBM views the validation of skills and capability prior to assignment at the next profession position a critical step in ensuring the person is truly qualified and ready for a job at this level. In most instances, this determination is made by local management. For some professional careers, a determination beyond local management is required through formal examination or certification. While not required at all levels in a profession, worldwide standards for IBM certification have been established for defined profession positions for a number of the professional careers, as shown below.

    ____________________________________ ___________________________________  
   | Professional Careers with IBM      | Professional Careers without IBM  |
   | Certification                      | Certification                     |
   |____________________________________|___________________________________|
   | °   Client Relationship            | °   I/T Availability - Systems    |
   | °   Consultant                     |     Services Representative and   |
   | °   Education                      |     Systems Software Specialist   |
   | °   General Business Relationship  | °   Marketing Profession -        |
   | °   I/T Architect                  |     Distribution Channels         |
   | °   I/T Availability -             |     Marketing                     |
   |     Availability Manager and       | °   Marketing Profession - Market |
   |     Customer Services Manager      |     Intelligence                  |
   | °   I/T Specialist                 | °   Marketing Profession -        |
   | °   Marketing Profession -         |     Marketing Communications      |
   |     Database Marketing             | °   Marketing Profession -        |
   | °   Marketing Profession - Direct  |     Marketing Management          |
   |     Marketing                      | °   Marketing Profession -        |
   | °   Project Management             |     Technical Support Marketing   |
   | °   Sales Specialist               |                                   |
   |____________________________________|___________________________________|

The standards, prerequisites, nomination and processes for IBM certification are described in this chapter. It is intended to provide the reader with an understanding of the common certification concepts that these professional careers share. For detailed information on a particular profession or information on how to become certified, review the appropriate professions chapter in this guide.

Subtopics:

1.3.1.1 Objectives

The objective of certification is to establish an environment within IBM to encourage, acknowledge, and recognize professional growth and excellence. Certification is intended as a recognition for individuals who have met at least the minimum requirements in terms of business contribution, customer-valued skills, experience, client/segment satisfaction, and professional contribution. It is a demonstration by the individual of long-standing achievement within the profession, some of which may have been achieved prior to joining IBM.

Certification ensures the skills, experience, contribution and business need necessary for the certified individual to advance to positions and compensation levels equivalent to management while still pursuing a career as a professional.

1.3.1.2 Overview

The IBM Global Professional Careers have a common process for IBM certification that is implemented worldwide. This process recognizes those IBM professionals "who have been and currently are" working in a specific profession "at or above" defined standards of excellence, rather than certifying capability to begin working in a profession. That is, the candidate's primary current responsibility must be in one of the defined professional careers and he/she must have been practicing within that profession for a minimum period of time.

The certification process inspects and validates a candidate against a set of standard criteria. First and foremost, there must be a business need for a certified position for the process to begin. The defined certified positions within a profession equate to management positions and the candidate's line management must concur with the business need for this position.

The candidate prepares a nomination package that will be the vehicle for communicating the candidate's qualifications. Management concurs with both the business need for the certified position and the candidate's qualifications for the certified position by signing and submitting the nomination package.

The nomination by line management is the first of three approval checkpoints in the certification process. The package is also reviewed by profession and/or discipline representatives as the second checkpoint in the process. Lastly, the candidate is reviewed by the certification board. The board then makes a recommendation to the profession executive who is the final authority for certifying or declining the candidate.

Individuals who have been declined for certification can resubmit their packages once their certification requirements are met. There is no predetermined waiting period that must expire before resubmission can take place. Recertification is required every three years.

1.3.2 Criteria

There are five categories of criteria against which candidates for certification will be evaluated. These categories are common to all professional careers and are:

Business Contribution
Skills
Experience
Client/Segment Satisfaction
Professional Contribution

The actual criteria within each category can vary by profession. For example, an I/T specialist would be expected to have higher technical skills than a client relationship representative, or a sales specialist's business contribution would be expected to have an emphasis on product revenue and profit while a consultant's would likely be measured by personal billing and utilization. Thus, while each profession may choose different criteria against which to measure their candidates, they will all have at least one measure in each category.

Subtopics:

1.3.2.1 Business Contribution Criteria

While the criteria within the business contribution category will vary across professional careers, within any particular profession the criteria will be common worldwide. However, the quantification of that criteria can vary either by discipline/speciality, geography/country, or industry/segment. Some of the criteria in the business contribution category may not be quantifiable, but may be expressed in terms of other business results.

Again, as an example, all sales specialists worldwide are measured on revenue. However, the quantification of that revenue can vary by discipline. Large systems sales specialists have a different revenue criteria in the business contribution category than sales specialist in the networking discipline. Business contribution expressed in monetary terms may vary by geography due to varying currencies. In the services arena, the going market rate for services billing will affect the personal revenue contribution that an individual can be expected to produce. Profitability may be sacrificed in some investment market segments in order to drive revenue share in emerging industries. The business contribution measure needs to be flexible enough to accommodate these requirements while still being fair and comparable across the variations. It is up to the individual profession executives to determine what is a comparable quantification of the business contribution criteria for their profession.

Some examples of possible business contribution measures are revenue, profit, market share, product volumes, utilization, competitive winbacks, and growth. They might be measured across individual clients, sales engagements, projects, personal billings, or market segments. The goal is to establish comparable measures of the business contribution individuals make while reflecting the dynamics of the marketplaces in which we are operating.

1.3.2.2 Skills Criteria

Candidates must meet skill level proficiency requirements for their profession and discipline. There is a common set of skills that all IBM Certified Professionals must have. They are summarized earlier in this guide in the Skills Categories portion of Chapter 2, "Skills Framework and Templates" in topic 1.2. Detailed skills by profession and discipline are defined by templates in the SKILLS tool. The required proficiency levels for certification are also defined in the templates.

1.3.2.3 Experience Criteria

The appropriate experience is defined as the repeated application of skills in a business environment. Sustained performance within the profession and discipline is expected. Candidates are required to document multiple occurrences that are evidence of successful engagements that provide experiential support of the skill proficiencies claimed in the Skills Section of the nomination package. SKILLS tool reports are the preferred method of providing this experiential support.

1.3.2.4 Client/Segment Satisfaction Criteria

Candidates are expected to provide multiple evidence of a high level of client/segment satisfaction that is a direct result of a candidate's contribution. Typical examples are referencable engagements, client endorsements, letters of recommendation from fellow professionals, customer satisfaction surveys, etc.

1.3.2.5 Professional Contributions Criteria

The professional contributions criteria is meant to assess a candidate's contributions to his/her personal and professional community. This is a vehicle for him/her to be able to give back to others. The process looks for involvement and professional recognition beyond an immediate sphere of influence, situations where the candidate demonstrates thought leadership and commitment to the profession.

There are many varied examples of how a candidate might provide evidence of professional contribution. They include things like: mentoring, teaching, staff assignments, authored publications, professional society membership and accreditation, industry associations, speaking engagements, or public service. They are included to ensure candidates for certification are well rounded individuals ready to take a leadership role within the professional community. This category gets additional focus when individuals apply for recertification.

1.3.3 Nomination Package

The nomination package is the primary vehicle that candidates use to substantiate their evidence in support of an application to be certified. It is a collection of documentation supporting the five certification categories discussed previously (i.e., business contribution, skills, experiences, client satisfaction, and profession contribution). Other items may be required as determined by the individual profession. Your geography profession leader should be contacted if you have any questions on how to prepare your package. Refer to the Global Professional Careers Worldwide Contact List for the geography profession leaders for all professional careers.

The package is individually prepared and signed by the candidate. His/her line management is expected to review and endorse the package. Executive sponsorship of the package is also required. Line management and executive sign-offs on the package are in place to verify that there is a business need for a certified professional.

1.3.4 Certification Review Process

Once local line and executive approvals are obtained, the packages are forwarded to either the geography profession leader or discipline leader for a package review. These reviews are conducted several weeks before the actual certification boards are scheduled. Packages are reviewed by profession/discipline leaders along with other certified professionals. The objective of this review is to ensure that only candidates that have a real chance to certify are invited to the board interviews. The package review team either accepts, declines, or suggests modifications to the package. Once the packages are accepted by the review team, the individual certification board interviews are scheduled.

The certification boards are conducted on a regularly scheduled basis, usually two to four times a year, as determined by the geography's profession leader. In order to give individuals adequate time to prepare their certification packages the schedule dates for the boards are published well in advance.

The board itself consists of a minimum of three members. The majority of the board members must be certified practitioners of the profession. Other individuals who may be asked to participate on boards are specific subject matter experts, former profession practitioners now in staff positions, appropriate executives, etc.

Interviews are individually scheduled with the board members. They are conducted on a one-on-one basis. Under most circumstances, the interviews will be face-to-face (note: the consultant profession varies for principals and consultants with worldwide responsibility. See the guide: "Practice and Professional Certification - Principal Confirmation - IBM Consulting Group").

Following the interviews, the Board members convene to discuss the candidates. For each candidate, the Board must come to a consensus recommendation to either accept or decline. Only board members who have actually conducted an interview with the candidate are to participate in the consensus voting process. Once the board comes to a consensus they make a recommendation to the profession executive. The profession executive makes the final decision on the candidate.

The profession or discipline leader will notify all candidates of the decision approximately one week after the board interviews are conducted.

Subtopics:

1.3.4.1 Declined Candidates

In the case where certification board members make a recommendation not to certify, they must have supportive evidence from either the candidate's nomination package or from the interviews themselves. Based on that evidence, the board will provide constructive direction to the candidate that he/she can use to enhance their credentials. Once the candidate meets the criteria he/she can reapply for certification. There is no predefined period that a candidate must wait before reapplying.

1.3.4.2 Accepted Candidates

General announcement of the candidate's acceptance as an IBM Certified Professional will be conducted by the candidate's geography. Typically, this will take place in an INEWS announcement. Accepted candidates will also receive an IBM Certified Professional certificate.

1.3.4.3 Recertification

Once certified, an individual is expected to remain active in the profession. Evidence of continued activity in their profession and discipline will be required when recertification is due.

IBM's period of certification is three years. Prior to the end of the third year, practicing certified individuals will be required to submit evidence that they have met the recertification criteria, which include:

Meeting the basic certification criteria in effect at the time of application for recertification.
Demonstrated growth within the profession/discipline since certification.
Currently an active practitioner of the profession/discipline.

It is the individual's responsibility to track when it is time to apply for recertification. The candidate should plan to apply for recertification for the certification review board closest to the third anniversary of their certification date.

Candidates for recertification should contact their geography's profession leader to request the recertification package format.

1.3.5 Individual Profession Requirements

Each of the IBM Global Professional Careers utilizing IBM certification have followed these guidelines in establishing their profession certification process. Each has unique requirements that are documented in their individual certification guides.

2.0 Marketing Professional Career

Subtopics:

2.1 Chapter 4. Marketing Professional Career

Subtopics:

2.1.1 Marketing Professional Career Overview

In recent years, the IBM Company has made significant strides in becoming more market-driven. Moving toward a global brand unit and customer-set orientation has resulted in changes to IBM's financial systems worldwide and the creation of a new integrated planning process combining strategic planning, operating plans and financial planning. In addition, to support these changes, the CRM Market Management and Integrated Product Development Portfolio Management processes have been converged and improved.

This transformation underscores the need for clearly-defined and expertly-staffed marketing organizations in IBM that support these changes to our business and lead IBM into the next century. The establishment of a Marketing Professional Career in IBM addresses these requirements by clearly defining marketing jobs, required skills and skill levels, and career paths.

The Marketing Professional Career has its roots in IBM's Brand Business Management Initiative established in 1994. The initiative was created to improve marketing, create a Global Brand Business Management System in IBM and develop quality global business plans that lead to improved business results. Brand management is a system that manages the activities associated with bringing an offering or solution (i.e., hardware, software, services) to market that has value to the customer. Its purpose is to strengthen the meaning, integrity, and power of the IBM brand. It incorporates the steps necessary to balance customer and market needs and IBM's internal capabilities, to produce global strategies and plans, and to fulfill key customer and market requirements. The Brand Business Management System is team-based and cross-functional in design and incorporates the inter-relationship of marketing, development, sales, fulfillment teams, and our customers.

The change from a functionally-managed system to a business system based on brand management principles has required significant cultural and operational changes. With this change comes the need to shift from geography-based to a worldwide customer and market-oriented paradigm. The challenge is to shift from a development and technology paradigm to a marketing paradigm that balances technology and customer-driven offerings and solutions.

The primary goal of the IBM Brand Business Management Initiative is to establish an environment that enables the IBM Company to increase its market participation and profitability. The projected results are an improvement in marketing strategies, plans and programs, development of, and improvement to the global brand management/general management system, and the creation and implementation of global business strategies and plans.

Global business strategies and plans set the direction for meeting brand unit and/or business unit objectives. The brand unit and/or business unit strategy, plans and supporting activities create and sustain the brand "promise of value" and/or the business unit value proposition. They are defined by the marketing mix of elements --- strategy, offering, terms, distribution, support/skills, fulfillment, and image and are characterized by the following activities:

Strategy -- customer/market segmentation, competitive assessment, internal capabilities assessment, brand unit and/or business unit strategy, market segmentation prioritization and selection, annual focus items, etc.
Offering -- offering plan, offering specifications, licensing, strategies, campaigns, offering/solution schedules, go-to-market strategies, announcement process management, etc.
Terms -- Terms plans including pricing, T's & C's, warranties, special bid strategies, customer financing plans, promotion plans/mix, schedule of promotions, etc.
Distribution -- Distribution plans, channel wants and needs, channel campaigns, distribution support systems, OEM strategy, channel cost and expense targets, etc.
Support -- Customer/market/business partner requirements, global strategies, plans and programs, expense and financial targets, channel readiness, development of new technical support/services offerings/ solutions, customer satisfaction/loyalty objectives, etc.
Fulfillment -- Fulfillment plans, manufacturing requirements, logistics requirements, order entry requirements, fulfillment processes/ standard, supply/demand strategy, cost targets, sourcing requirement, target industry levels, etc.
Image -- Image plans, message content, offering/solution names, advertising development, media priorities and placement plans, press kits, collateral requirements, internal communications plans, cost/funding by geography, etc.

The marketing mix elements, the activities associated with them, and the skills required to accomplish them, can be grouped and are expressed as jobs within the Marketing Professional Career. Covering a broad spectrum of tasks and responsibilities, they currently include both existing and newly-defined positions essential to the management and performance of the marketing mix.

The Marketing Professional Career establishes a consistent worldwide framework for jobs, roles, and skills in support of the IBM Brand Business Management Initiative and provides the vehicle for its effective implementation independent of organization structure or mission. Individuals working in the Marketing Professional Career may reside in any IBM organization where marketing activities are performed.

Consistent with the other IBM Worldwide Professional Careers, the Marketing Professional Career offers individuals a dual-ladder career path from comparable positions -- entry through executive -- in both management and non-management jobs. Each is based on a clearly-defined position description and a set of specific skills and required skill proficiency levels. Career movement is based on individual expertise, achievement of required skills proficiency, experience, customer satisfaction and loyalty contributions to the business, and business need.

2.1.2 Professional Career Structure

The Marketing Professional Career consists of profession disciplines, specialties within disciplines, and roles which map to the activities, tasks and responsibilities associated with the execution of the marketing mix of elements, and which are defined as follows:

Profession Disciplines - allow individuals to perform as functional specialists in marketing management, market intelligence, distribution channels marketing, technical support marketing, marketing communications, direct marketing and database marketing. Career opportunities exist vertically within each profession discipline and horizontally across profession disciplines. Position descriptions associated with each profession discipline represent either jobs to which individuals are currently assigned or long-term growth opportunities for others. Each position description has a complementary skill list.
Specialties - within disciplines allow individuals to perform more finite tasks required by the local geography, the brand unit and/or business unit size, scope and objectives, or in areas of critical importance to IBM's long-term growth and vitality. Specialties allow individuals skilled in specific marketing activities such as customer satisfaction research, OEM marketing, advertising, and demand generation to use their skills to meet business objectives. Career growth may be characterized by one's ability to work in one or more specialties. For each specialty within the disciplines of the Marketing Professional Career there is a detailed description and a complementary skill list.
Roles - set of tasks which an individual may be asked to perform in addition to his/her job is considered a role, such as a project leader, strategist, planner, or skills planner. This assignment would typically last for a short time -- 3 to 9 months -- or may become a full-time job depending on business need. For each role there is a detailed description and a complementary skill list.

The Marketing Professional Career has been designed to be implemented in an environment that ranges from simple to complex. The factors that govern the environment are based on business need and relate to its scope in terms of revenue potential, number of skilled professionals needed and/or available, business area focus, and other factors. Flexibility in implementation is exemplified by the ability to combine profession disciplines and/or specialties in making individual assignments that reflect actual business needs. In one situation, for example, the business may need full-time specialists, on staff, within specific and distinct disciplines. On the other hand, an assessment of lesser business needs could result in the combination of specialities, profession disciplines, and even roles for individual assignments. These would be reflected in the skills assigned to that person in his/her profile.

It is assumed that a position description typically cannot completely define the responsibilities for any individual in every assignment. There is a need to make position descriptions and their related skill lists as flexible and modular as possible to facilitate customization to reflect what an individual really does.

The Marketing profession disciplines are summarized as follows:

Marketing Management
Marketing Management is the pivotal component within the Marketing Professional Career which integrates planning and execution for the offerings and solutions that make up the brand unit promise of value and/or the business unit value proposition. Marketing Managers focus on the planning and execution of the marketing mix of elements and the integration of the functional activities (e.g., marketing, development, sales, fulfillment, etc.) related to the creation of offerings and solutions that meet customers needs and market dynamics.
Marketing Managers analyze market opportunities, research, select and de-select target markets, develop marketing strategies, plan marketing programs and define offerings/solutions that are responsive to the needs of our priority customer segments and the market. They make decisions on target markets, market position, offering/solution development, terms, distribution, support/skills, fulfillment and image. They define and implement channel strategies for offerings/solutions that reflect customer buying patterns, provide wide coverage plans to targeted customers segments, and support the brand unit promise of value and/or business unit value proposition. Marketing Managers define, develop and direct the execution of market research and customer analysis and use the results to effectively drive the execution of brand unit and/or business unit strategies and plans.
Marketing Managers set objectives and track performance against them for market participation, financial results, customer positioning, customer satisfaction and loyalty, and other customer and market-based measurements.
Market Intelligence
Market Intelligence is aimed at the collection, analysis, and interpretation of information about markets, customers, prospects, competitors, and IBM's own offerings and capabilities. These activities serve as the basis for reducing uncertainty, gaining a strong view of customer wants and needs, and meeting the primary responsibility of Market Intelligence -- the reduction of risk in decision-making.
Specialty areas in this profession discipline are customer satisfaction and loyalty research, marketing communications research, new offering/solution research, competitive analysis research, and industry/market analysis research.
Distribution Channels Marketing
Distribution Channels Marketing is responsible for identifying and selecting the appropriate distribution channels for IBM offerings and solutions. They use Routes to Market tools in the creation and implementation of go-to-market strategies and plans, distribution channels marketing strategies and plans, and marketing programs and in the gathering of distribution channels marketing offerings/solutions requirements. Specializing in one channel or combinations of channels, they understand the components, and articulate the requirements of channel support.
These professionals also work with other functions in IBM, such as legal, business practices, and offerings/solutions development to ensure channels business is conducted in accordance with established standards. Understanding competitors' distribution practices, they are effective in creating strategies to increase IBM's channel presence and participation.
Specialty areas in this profession discipline are face-to-face marketing, business partner, tele marketing, electronic marketing, OEM marketing, hybrid marketing, and fulfillment strategy.
Technical Support Marketing
Technical Support Marketing professionals are responsible for creating and executing global technical support and services strategies, plans, and programs for brand unit and/or business unit offerings/solutions. Technical Support Marketing Specialists team with sales, services and development organizations, as well as with other elements of the marketing mix, to gather requirements and take actions to enhance the quality of, and customer satisfaction with IBM offerings and solutions. They also recommend, and may oversee, the development of new technical support and services offerings and solutions.
Specialty areas in this profession discipline are Technical Sales Support, HW/SW Service(s), and Product Enabling Services.
Marketing Communications
Marketing Communications is an integral part of the successful implementation of the marketing mix of elements. Marketing Communications focuses its efforts on developing strategies, plans and programs for advertising, collateral/sales promotion, business shows, corporate sponsorships, sports marketing, and/or media strategy, planning and buying, in support of corporate, category, brand unit and/or business unit objectives.
Marketing Communications professionals are responsible for developing integrated marketing communications strategies and programs which are designed to communicate with IBM's current and potential customers, business partners, suppliers, constituents, and the general public in order to create a positive image for IBM, thereby increasing demand and loyalty for IBM offerings and solutions.
Direct Marketing
Direct Marketing is a structured approach to cultivating and maintaining lifetime customer relationships. Integrated and consistent messages focused on retaining or reactivating customers and acquiring new customers are developed and delivered over an extended period of time.
The Direct Marketing profession discipline includes the existing Direct Marketing and Database Marketing professions.
Professionals who specialize in Direct Marketing demand generation assist brand units and/or customer set business units in translating marketing strategies into effective direct marketing campaigns, programs and tactics that are designed to create demand, i.e., measurable responses and opportunities for sales channels. Direct Marketing professionals create demand by orchestrating the delivery of effective messages and offers to the market through the use of cost-effective media alternatives, which include, but are not limited to, direct response advertising, mail, catalogs, telemarketing, telecoverage, and interactive.
Professionals who specialize in database marketing develop and maintain operational and analytical market information databases that support creative and innovative direct marketing programs, as well as provide a competitive advantage for brand and/or customer set business units. Database Marketing is designed to develop empirically-based and analytically-derived conclusions about the market and customers.
Direct Marketing and Database Marketing have been IBM professions since 1994. As part of the Marketing Professional Career, individual professionals will continue to have the same career path, including certification for those meeting the published criteria.

2.1.3 Marketing and Sales

With the announcement of this professional career, the term "marketing" will henceforth be used only in conjunction with marketing activities and jobs. In 1995, the Brand Management Initiative differentiated the responsibilities of marketing and sales. The Marketing Professional Career provides position descriptions, dual-ladder careers, skills and skill requirements for all Marketing professionals.

Skill enhancement development roadmaps will be provided for all profession disciplines in Marketing summarizing the skill, contributions, leadership, and impact requirements of the discipline. They will also address the professional development activities that are recommended for progression within each profession discipline. Some of these roadmaps are currently accessible in the guide while others will be available at a later date.

2.1.4 Characteristics of the Profession

The following characteristics are viewed as common to all Marketing professionals:

Effectiveness in coordinating internal and external resources
Skill in developing strategies and a plan of action to achieve the goals of the professional career and/or profession discipline
Use of marketing intelligence data to create plans to support execution of strategies
Development of targeted programs that promote strategies and achieve business goals
Knowledge of the IBM Brand Business Management System and the ability to effectively apply it to marketing activities
Ability to explain IBM short- and long-term business strategies
Understanding of competitive trends and ability to respond effectively
Understanding of IBM global operations
Ability to work in cross-functional teams
Use of creative thinking
Application of appropriate financial management concepts to everyday business activities
Understanding of the CRM process
Knowledgeable about the IBM Market Management Process
Able to apply basic project management techniques
Self-motivated in maintaining currency in a selected profession discipline

2.1.5 Potential Candidates

Marketing Professional Career candidates may be sourced from current IBM employees who represent a broad array of backgrounds and experience, i.e., marketing, sales, technical support, management, or other positions related to marketing. Other candidates may be sourced from professional hires with relevant skills and experience or from recent college graduates.

Figure 4-1 illustrates the possibilities for movement to and from the Marketing Professional Career. Additional information is available in career planning guides for the profession disciplines. Where applicable, these are specified in the profession discipline sections of this guide. Similar "Career Possibilities" charts for each discipline appear in their respective sections of this guide.

Figure 4-1. Marketing Profession Career Possibilities

2.1.6 Title Structure

The Marketing Professional Career uses three titles for the five professional positions. The prefix "Associate" is used for the lowest of these positions. No prefix is used for the middle two positions and the prefix "Senior" is used for the highest position.

The following example illustrates the use of titles with positions:

Associate Marketing Communications Specialist
Associate Marketing Communications Specialist (advanced)
Marketing Communications Specialist
Marketing Communications Specialist (advanced)
Senior Marketing Communications Specialist

2.1.7 Career Growth

Consistent with the characteristics and objectives common to all of the IBM Worldwide Professional Careers, the Marketing Professional Career provides its participants with a dual-ladder career path. This ensures that an individual may follow either a management or non-management career with comparable opportunity for position levels, recognition, and compensation. Both paths enable and encourage professional growth and are supported by formal processes, documentation, position descriptions, skills templates, and education roadmaps. There is also a certification process in place for Direct Marketing and Database Marketing professionals.

The differentiating factors between one position level and another and, in turn, the prerequisites for career growth within the Marketing Professional Career, are skills, capabilities, experience and responsibility.

Details regarding career growth within each profession discipline are available in their respective sections of this guide.

2.1.8 Certification

At this time, with the exception of the Direct Marketing profession discipline, the Marketing Professional Career will not participate in the currently defined IBM Certification Process.

The Worldwide Direct Marketing Certification Nomination Guide and Worldwide Database Marketing Certification Nomination Guide contain the criteria, required documentation, and process for certification.

2.1.9 Performance Elements

Performance elements vary amongst the profession disciplines and are addressed in their respective sections. These may include contribution to market participation, generation of business opportunities, development of business partner relationships, achievement of leadership objectives, and many others. Common to Marketing professionals are, among others, market segment satisfaction, brand unit and/or business unit satisfaction and customer satisfaction.

2.1.10 Marketing Professional Career Skills Profile

The skills required of a Marketing professional include:

General Marketing skills required of all individuals in the Marketing Professional Career.
IBM Internal skills required of all individuals in the Marketing Professional Career.
Specialty skills relating to areas of specialization within the profession disciplines (one group of skills for each specialty).
Marketing role skills (one group of skills for each role).

General Marketing skills and IBM Internal skills are listed in the chart that follows. Proficiency level requirements are not included since they vary by profession discipline. These are stipulated in each profession discipline section of the guide, along with the discipline and specialty skills and proficiency requirements for each position and position level.

The skills and proficiency levels required for each of the four roles within the Marketing Professional Career follow.

    ___________________________________________________ ____________________  
   |                                                   | Proficiency Levels |
   | MARKETING PROFESSION SKILLS                       |____________________|
   |                                                   |   * in Discipline  |
   |                                                   |       Section      |
   |___________________________________________________|____________________|
   |                        GENERAL MARKETING SKILLS                        |
   |___________________________________________________ ____________________|
   | Know & Apply Marketing Concepts & Methods         |          *         |
   |___________________________________________________|____________________|
   | Know & Apply Mkt Intelligence Concepts & Methods  |          *         |
   |___________________________________________________|____________________|
   | Understand Customer Reqmnts & Buying Behaviors    |          *         |
   |___________________________________________________|____________________|
   | Know & Apply Market Segmentation                  |          *         |
   |___________________________________________________|____________________|
   | Develop Strategies                                |          *         |
   |___________________________________________________|____________________|
   | Develop Plans                                     |          *         |
   |___________________________________________________|____________________|
   | Develop Programs                                  |          *         |
   |___________________________________________________|____________________|
   |                           IBM INTERNAL SKILLS                          |
   |___________________________________________________ ____________________|
   | Know & Apply IBM Brand Business Management System |          *         |
   |___________________________________________________|____________________|
   | Explain IBM Business Strategy                     |          *         |
   |___________________________________________________|____________________|
   | Understand the IBM Brand Strategy                 |          *         |
   |___________________________________________________|____________________|
   | Understand/Anticipate/Respond-Competitive Trends  |          *         |
   |___________________________________________________|____________________|
   | Articulate IBM Offerings/Technologies             |          *         |
   |___________________________________________________|____________________|
   | IBM Formal and Informal Network                   |          *         |
   |___________________________________________________|____________________|
   | Work in Cross-Functional Teams                    |          *         |
   |___________________________________________________|____________________|
   | Understand IBM Global Operations                  |          *         |
   |___________________________________________________|____________________|
   | Creativity/Breakthru Thinking                     |          *         |
   |___________________________________________________|____________________|
   | Interpersonal Communication                       |          *         |
   |___________________________________________________|____________________|
   | Negotiation                                       |          *         |
   |___________________________________________________|____________________|
   | Problem Solving & Decision Making                 |          *         |
   |___________________________________________________|____________________|
   | Apply Basic Financial Concepts                    |          *         |
   |___________________________________________________|____________________|
   | Apply Project Management Techniques               |          *         |
   |___________________________________________________|____________________|
   | Self-Directed Learning                            |          *         |
   |___________________________________________________|____________________|
   |                      MARKETING PROJECT LEADER ROLE                     |
   |___________________________________________________ ____________________|
   | Determine Customer Needs                          |          3         |
   |___________________________________________________|____________________|
   | Foster Teamwork/Enable Teams                      |          3         |
   |___________________________________________________|____________________|
   | Analyze Problems/Situations                       |          3         |
   |___________________________________________________|____________________|
   | Leadership                                        |          3         |
   |___________________________________________________|____________________|
   | Negotiation                                       |          3         |
   |___________________________________________________|____________________|
   | Initiate Projects                                 |          3         |
   |___________________________________________________|____________________|
   | Plan Projects                                     |          3         |
   |___________________________________________________|____________________|
   | Develop Project Plans                             |          3         |
   |___________________________________________________|____________________|
   | Project Track/Report/Deliver                      |          3         |
   |___________________________________________________|____________________|
   | Manage Project Revenue/Cost                       |          3         |
   |___________________________________________________|____________________|
   | Assesses Proposals & Project Risks                |          3         |
   |___________________________________________________|____________________|
   | Manage Project Change                             |          3         |
   |___________________________________________________|____________________|
   | Manage Contracted Resources & Services            |          3         |
   |___________________________________________________|____________________|
   | Conduct Project Reviews                           |          3         |
   |___________________________________________________|____________________|
   |                        MARKETING STRATEGIST ROLE                       |
   |___________________________________________________ ____________________|
   | Understand Customer Reqmts & Buying Behavior      |          4         |
   |___________________________________________________|____________________|
   | Develop Strategies                                |          4         |
   |___________________________________________________|____________________|
   | Perform Market Analysis                           |          4         |
   |___________________________________________________|____________________|
   | Determine Customer/Market Needs                   |          4         |
   |___________________________________________________|____________________|
   | Client Research & Analysis                        |          4         |
   |___________________________________________________|____________________|
   | Analyze & Interpret Marketing Information/Data    |          4         |
   |___________________________________________________|____________________|
   | Synthesize Marketing Information/Data             |          4         |
   |___________________________________________________|____________________|
   | Perform Forecast Planning                         |          4         |
   |___________________________________________________|____________________|
   | Develop Measurement Strategy                      |          4         |
   |___________________________________________________|____________________|
   | Explain IBM Business Strategy                     |          4         |
   |___________________________________________________|____________________|
   | Understand IBM Brand Strategy                     |          4         |
   |___________________________________________________|____________________|
   | Understand IBM Corporate Planning Cycle           |          4         |
   |___________________________________________________|____________________|
   | Understand IBM Integrated Business Process        |          4         |
   |___________________________________________________|____________________|
   | Explain IBM Strategic Business Initiatives        |          4         |
   |___________________________________________________|____________________|
   | IBM Vision/Mission/Strategy                       |          4         |
   |___________________________________________________|____________________|
   | Develop Resource & Skill Plans                    |          4         |
   |___________________________________________________|____________________|
   | IBM Formal & Informal Network                     |          4         |
   |___________________________________________________|____________________|
   | Work in Cross-Functional Teams                    |          4         |
   |___________________________________________________|____________________|
   | Apply Basic Financial Concepts                    |          4         |
   |___________________________________________________|____________________|
   | Perform Time Management                           |          4         |
   |___________________________________________________|____________________|
   |                         MARKETING PLANNER ROLE                         |
   |___________________________________________________ ____________________|
   | Understand Customer Reqmts & Buying Behavior      |          4         |
   |___________________________________________________|____________________|
   | Develop Plans                                     |          4         |
   |___________________________________________________|____________________|
   | Perform Market Analysis                           |          4         |
   |___________________________________________________|____________________|
   | Determine Customer/Market Needs                   |          4         |
   |___________________________________________________|____________________|
   | Analyze & Interpret Marketing Information/Data    |          4         |
   |___________________________________________________|____________________|
   | Perform Business Planning                         |          4         |
   |___________________________________________________|____________________|
   | Business Modeling/Planning                        |          4         |
   |___________________________________________________|____________________|
   | Explain IBM Business Strategy                     |          4         |
   |___________________________________________________|____________________|
   | Understand the IBM Brand Strategy                 |          4         |
   |___________________________________________________|____________________|
   | Understand IBM Corporate Planning Cycle           |          4         |
   |___________________________________________________|____________________|
   | Understand IBM Integrated Business Process        |          4         |
   |___________________________________________________|____________________|
   | IBM Formal & Informal Network                     |          4         |
   |___________________________________________________|____________________|
   | Work in Cross-Functional Teams                    |          4         |
   |___________________________________________________|____________________|
   | Negotiation                                       |          4         |
   |___________________________________________________|____________________|
   | Plan Projects                                     |          4         |
   |___________________________________________________|____________________|
   | Develop Project Plans                             |          4         |
   |___________________________________________________|____________________|
   | Develop Resource & Skill Plans                    |          4         |
   |___________________________________________________|____________________|
   | Perform Budgeting/Planning                        |          4         |
   |___________________________________________________|____________________|
   | Apply Basic Financial Concepts                    |          4         |
   |___________________________________________________|____________________|
   | Perform Time Management                           |          4         |
   |___________________________________________________|____________________|
   |                      MARKETING SKILLS PLANNER ROLE                     |
   |___________________________________________________ ____________________|
   | Understand WW Skills Management Process           |          5         |
   |___________________________________________________|____________________|
   | Use Skills Management System                      |          4         |
   |___________________________________________________|____________________|
   | Develop Resource and Skill Plans                  |          5         |
   |___________________________________________________|____________________|
   | Identify Skills Training Requirements             |          5         |
   |___________________________________________________|____________________|
   | Develop Skill Definitions                         |          3         |
   |___________________________________________________|____________________|
   | Develop Skill Templates                           |          3         |
   |___________________________________________________|____________________|
   | Understand IBM Global Operations                  |          4         |
   |___________________________________________________|____________________|
   | IBM Formal & Informal Network                     |          4         |
   |___________________________________________________|____________________|
   | Work in Cross-Functional Teams                    |          4         |
   |___________________________________________________|____________________|
   | Apply Basic Financial Concepts                    |          4         |
   |___________________________________________________|____________________|
   | Apply Project Management Techniques               |          4         |
   |___________________________________________________|____________________|
   | Negotiation                                       |          4         |
   |___________________________________________________|____________________|
   | Problem Solving & Decision-Making                 |          4         |
   |___________________________________________________|____________________|
   | Creativity/Breakthru Thinking                     |          4         |
   |___________________________________________________|____________________|
   | Interpersonal Communication                       |          4         |
   |___________________________________________________|____________________|
   | Manage Contracted Resource & Services             |          4         |
   |___________________________________________________|____________________|

2.1.11 Professional Development

Growing skills requires a combination of experience, education, training, coaching, and mentoring and is best accomplished through the formulation and implementation of a professional skills development plan. The selection of development activities should reflect the specific needs of an individual, the individual's career aspirations, the needs of the business, and other relevant circumstances.

Many forms of education are available to help increase skill proficiency levels. These include internal IBM education and training, external education and training, professional associations and conferences, self-education and reference readings (e.g., articles, books, WEB sites, newsletters, etc.)

Specific information on skill development activities pertaining to the profession disciplines is included in each discipline section of this guide.

2.1.12 Marketing Professional Career Position Descriptions

Position descriptions for all positions within the Marketing Professional Career are organized by profession discipline and are included in each discipline's section of this guide.

2.1.13 Marketing Professional Career Role Descriptions

Subtopics:

2.1.13.1 Role Title: Marketing - Project Leader

Role Summary:

The Project Leader is responsible for leading a project team or a portion of a larger project. His/her experience-acquired skills enable him/her to accept assignments or provide direction for a number of tasks on a daily basis. In turn, he/she assigns tasks to team members and offers his/her assistance and coaching so that objectives are met with the highest levels of quality, excellence and professionalism. Management staffs rely on the Project Leader as the primary contact for all related project activities. A Project Leader may work in a specialty within the Marketing Profession.

Responsibilities:

Has a comprehensive understanding of the brand unit and/or business unit strategies and objectives.
Negotiates effectively with team members, management and other internal/external staffs concerning all aspects of the project.
Leads the project from the initiation stage to completion.
Determines and secures resource requirements, selects team members, and coordinates support functions.
Reviews the status of commitments, plans, schedules and work scope, identifies problems in each area and provides creative solutions by using a team approach.
Identifies team related issues (e.g., lack of consensus, inability to work together as a team) and leads the team to resolution.
Leads the development of creative solutions and/or resolutions to issues that affect the successful completion of the project.
As appropriate, assesses the performance of team members against specific project requirements and communicates those results to management.
Assesses the project success, draws conclusions and makes recommendations to improve processes.

2.1.13.2 Role Title: Marketing - Strategist

Role Summary:

The Strategist is responsible for determining longer-term, overall strategic direction and develops specific strategies for the brand unit and/or business unit. This is accomplished through the application of accepted and sound strategic management concepts. The focus of the Strategist is to develop specific strategies for any marketing function which will effectively support and deliver the brand promise of value and/or the business unit value proposition to the target market and to potential or current customers.

The proper and adequate execution of this role by a marketing professional will ensure that the selection of any marketing mix element for the business is based on external data and factual market analysis (e.g., customer and market segments, industry environment, competitive postures and programs, emerging trends, etc.).

Responsibilities:

Employs appropriate strategic management techniques in developing functional strategies.
Adopts an orientation to planning which is customer- and market-driven rather than product, sales, technology- or offering-driven.
Conducts a market analysis of all external factors related to the functional area assigned.
Seeks assistance from Market Intelligence to provide appropriate data for developing strategic direction.
Develops functional strategies based on specific business requirements and objectives.
Ensures that the analytically-based conclusions used in developing marketingional strategies of elements clearly relate to established objectives and in turn will produce winning strategies.
Considers the necessary capital/financial or human resources needed to implement chosen strategies.
Recommends strategies to functional and marketing management.
Based on approved strategies, either develops or coordinates the marketingopment of specific or and/or business plans to implement a chosen strategy.

2.1.13.3 Role Title: Marketing - Planner

Role Summary:

The marketing professional uses the Planner role to convert the approved chosen strategy for a marketing element or marketing function into tactical business plans. These more detailed action plans are used in a shorter time frame to execute the strategies to achieve the brand unit and/or business unit goals and objectives.

The focus of the Planner role is to create very specific functional plans and programs which will enable the execution of strategies in a timely and cost-effective manner. The end result of effectively practicing this role will be a plan, a blue-print for prioritizing the necessary resources, a written guide for communicating needs and requirements to other essential functions, and a checklist to monitor progress of development and execution of specific plans and/or programs.

Responsibilities:

Ensures clear understanding of strategies for a requesting function.
Creates and designs the program concept and elements required to implement the functional strategies.
Conducts adequate cost analysis and determines funding requirements to execute specific plans.
When appropriate to the function or plans, develops financial projections or other measurement criteria.
Presents the plans to appropriate functional or marketing management for approval.
Determines timetables and milestones to achieve coordinated target dates for implementation.
Communicates plan, elements and requirements to other functions who must assist in plan execution.

2.1.13.4 Role Title: Marketing - Skills Planner

Role Summary:

The Skills Planner has the responsibility to understand skill requirements for an offering or solution for internal and external sales and support channels (and customers, as appropriate), analyze skill gaps for those audiences, and to develop and execute skill development plans to address those gaps. In addition, he/she develops and maintains skill templates that support brand unit and/or business unit offerings and solutions. This role may be performed in addition to an individual's regular position, and/or as a full-time assignment.

Responsibilities:

Gathers global skill requirements for offerings and solutions for sales and support channels (e.g., IBM, business partner, electronic, etc.) and for customers, as appropriate.
Develops and maintains worldwide skill templates related to IBM offerings and solutions which support the IBM Worldwide Skills Management Process.
Assesses, analyzes and understands critical skill gaps worldwide for all sales and support channels and for customers, as appropriate.
Develops a global skills development plan that supports IBM, brand unit and/or business unit strategies for offerings and solutions and addresses skills gaps. The plan includes, but is not limited to:
- deliverables (e.g., classes, manuals, guides, workshops, etc.)
- suppliers (e.g., E&T, consultants, vendors, etc.)
- resources (e.g. personnel, technology, tools, etc.)
- global coverage capability and issues
Determines funding requirements (e.g., headcount, development costs, travel, etc.) and negotiates approval for the skills development plan from all affected constituencies (e.g., geographies, sales and services, distribution channels, etc.).
Negotiates with education suppliers for the fulfillment of training requirements and secures their commitment to meet requirements of the global plan (e.g. dates, costs, etc.).
Monitors execution of the global skills development plan and measures results against plan objectives for skill gap closures, customer satisfaction, etc. Uses feedback to correct shortfalls in the plan and to provide input to the brand unit and/or business unit marketing and development teams, as appropriate.

2.2 Chapter 5. Marketing Management Profession Discipline

Subtopics:

2.2.1 Marketing Management Profession Discipline Overview

Marketing Management is one of six profession disciplines within the Marketing Professional Career (see "Professional Career Structure" in topic 2.1.2). It is the pivotal component within the Marketing Professional Career which integrates planning and execution for the offerings and solutions that make up the brand unit promise of value and/or the business unit value proposition. Marketing Managers focus on the planning and execution of the marketing mix of elements and the integration of the functional activities (e.g., marketing, development, sales, fulfillment, etc.) related to the creation of offerings and solutions that meet customers needs and market dynamics.

Marketing Managers analyze market opportunities, research, select and de-select target markets, develop marketing strategies, plan marketing programs and define offerings/solutions that are responsive to the needs of our priority customer segments and the market. They make decisions on target markets, market position, offering/solution development, terms, distribution, support/skills, fulfillment and image. They define and implement channel strategies for offerings/solutions that reflect customer buying patterns, provide wide coverage plans to targeted customers segments, and support the brand unit promise of value and/or business unit value proposition. Marketing Managers define, develop and direct the execution of market research and customer analysis and use the results to effectively drive the execution of brand unit and/or business unit strategies and plans. They perform all these activities through effective management of resources and programs in marketing management and in the other marketing profession disciplines such as market intelligence, distribution channels marketing, technical support marketing, marketing communications and direct marketing/database marketing.

Marketing Managers set objectives and track performance against them for market participation, financial results, customer positioning, customer satisfaction and loyalty, and other customer and market-based measurements. They set overall brand unit and/or business unit direction, develop marketing programs to support the worldwide brand promise of value and/or business unit value proposition, coordinate strategies and plans with customer set units, provide leadership in planning and drive the integration of marketing and development to solve customers' business problems.

2.2.2 Profession Discipline Structure

The following positions are defined within the Marketing Management profession discipline:

Associate Marketing Manager
Associate Marketing Manager (advanced)
Marketing Manager
Marketing Manager (advanced)
Senior Marketing Manager

Marketing Managers are skilled in all six marketing profession disciplines. They have a complete understanding of the IBM Brand Business Management System, the IBM Market Management Process and associated business processes, and are viewed by management as experts in marketing. Depending on the size and nature of their brand unit and/or business unit's scope they may have professionals reporting to them in virtual or direct teams from any or all marketing profession disciplines.

The Marketing Management team is generally led by a Vice President of Marketing who provides leadership and direction to a global team of marketing management executives and professionals.

2.2.3 Characteristics of the Profession Discipline

Marketing management professionals have the following characteristics:

Skilled in the management of brand unit and/or business unit marketing activities, including day-to-day coordination of other marketing functions and implementing operationally-detailed marketing plans that best support business objectives.
Knowledgeable about terms, distribution, support, fulfillment and image strategies, plans and programs.
Skilled in market research and the management, use and analysis of qualitative and quantitative market research results.
Skilled in the management of activities relating to terms strategy and planning such as pricing, Ts & Cs, warranties, special bids, incentives, etc. Ensures inclusion of these elements in planning and in the total solution.
Effective in integrating the activities related to going to market through multiple channels of distribution in the brand unit and/or business unit plan.
Knowledgeable about IBM's sales organizations.
Effective in ensuring the activities relating to fulfillment are an integral part of the offering/solution.
Effective in integrating the communications activities of a brand unit and/or a business unit into its plan. Knowledgeable about marketing communications plans, copy strategies, media plans, business shows, direct marketing/database marketing, collateral/sales promotion, etc.
Knowledgeable about the management of and the activities associated with creating new offerings/solutions.
Self-directed in maintaining currency and expertise in all aspects of marketing.
Skilled in project management methods and tools.
Strong leadership and teamwork skills.

2.2.4 Potential Candidates

Marketing Managers may be sourced from current IBM employees with the requisite skills in marketing management. Marketing Managers may also be sourced from professional hires who have expertise in marketing management or in another Marketing profession discipline.

Figure 5-1 illustrates the the possibilities for movement to and from the Marketing management profession Discipline.

Figure 5-1. Marketing Management Profession Discipline Career Possibilities

2.2.5 Career Growth

Marketing Managers can occupy positions from Associate Marketing Manager to Senior Marketing Manager. The difference between the ascending positions is a function of increasing skill, capability, experience, and responsibility, and is reflected in the extent of a marketing manager's demonstrated leadership, and the size and scope of his/her contributions and impact on the business.

Growth in this discipline can be achieved through the acquisition of skills and experiences that enable an individual to work in multiple disciplines and/or specialty areas. Professionals can also rise to levels comparable to executive management and career path movement can occur in accordance with planned steps into and through other professions.

2.2.6 Performance Elements

The Marketing Management professional is an individual who generates demand for IBM offerings/solutions and contributes to resulting revenue. A Marketing Management professional is expected to deliver a high level of satisfaction to both the brand unit and/or business unit, customers, business partners, and the market.

2.2.7 Marketing Management Profession Discipline Skills Profile

The skills required of a Marketing Management professional are as follows:

General Marketing Skills - required of all individuals in this Marketing profession discipline
IBM Internal Skills - required of all individuals in this Marketing profession discipline
Marketing Role Skills - for individuals assigned to one of the Marketing roles (see "Marketing Professional Career Skills Profile" in topic 2.1.10 for role skills)

    _______________________________ ________________________________________  
   |                               |  Profession Discipline Positions, with |
   |                               |         Associated Skill Levels        |
   |                               |________ _______ _______ _______ _______|
   | MARKETING MANAGEMENT SKILLS   |  Assoc | Assoc |       |  Mktg |   Sr  |
   |                               |  Mktg  |  Mktg |  Mktg |  Mgr  |  Mktg |
   |                               |   Mgr  |  Mgr  |  Mgr  | (adv) |  Mgr  |
   |                               |        | (adv) |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                        GENERAL MARKETING SKILLS                        |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply Marketing        |    3   |   3   |   3   |   4   |   5   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Mkt Intelligence |    3   |   3   |   3   |   4   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Customer Reqmts &  |    2   |   3   |   3   |   4   |   5   |
   | Buying Behaviors              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Market           |    3   |   3   |   3   |   4   |   4   |
   | Segmentation                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Strategies            |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Plans                 |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Programs              |    2   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Marketing Mix Elements |    2   |   2   |   3   |   4   |   5   |
   | Strategies/Plans              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Distribution/End-User |    2   |   2   |   3   |   3   |   4   |
   | Coverage Strategy             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Terms Strategy        |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Market Analysis       |    2   |   2   |   3   |   3   |   3   |
   |_______________________________|________|_______|_______|_______|_______|
   | Use Marketing Tools & Models  |    2   |   3   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Marketplace Financial |    2   |   2   |   3   |   3   |   4   |
   | Assessment                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Marketplace Situation |    2   |   2   |   3   |   3   |   4   |
   | Analysis                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Determine Customer/Market     |    2   |   3   |   3   |   4   |   5   |
   | Needs                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Customer Satisfaction |    2   |   3   |   3   |   4   |   5   |
   | & Loyalty Strategy            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Market & Customer     |    2   |   2   |   3   |   3   |   4   |
   | Segmentation                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Market Segment        |    2   |   2   |   3   |   4   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Market Segment        |    2   |   2   |   3   |   4   |   4   |
   | Business Plan                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Offerings/Solutions   |    2   |   2   |   3   |   4   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Offrgs/Solns          |    2   |   2   |   3   |   4   |   4   |
   | w/Competitive Advantage       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Offering &         |    2   |   2   |   3   |   3   |   3   |
   | Interface Design Issues       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Offering/Solution  |    2   |   2   |   3   |   3   |   4   |
   | Profitability                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                           IBM INTERNAL SKILLS                          |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply IBM Brand        |    2   |   2   |   3   |   4   |   5   |
   | Business Management System    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Business Strategy |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand the IBM Brand      |    2   |   3   |   3   |   4   |   5   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand/Anticipate/Respond |    2   |   3   |   3   |   4   |   5   |
   | - Competitive Trends          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Articulate IBM                |    2   |   3   |   3   |   4   |   4   |
   | Offerings/Technology          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | IBM Formal & Informal Network |    2   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Work in Cross-Functional      |    2   |   2   |   3   |   4   |   4   |
   | Teams                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM Global         |    2   |   2   |   3   |   4   |   5   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Creativity/Breakthru Thinking |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Interpersonal Communication   |    3   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Negotiation                   |    2   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Problem Solving & Decision    |    3   |   3   |   3   |   4   |   5   |
   | Making                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Basic Financial         |    2   |   3   |   3   |   4   |   4   |
   | Concepts                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Project Management      |    2   |   2   |   3   |   4   |   4   |
   | Techniques                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Self-Directed Learning        |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM & I/T Industry    |    2   |   2   |   3   |   4   |   4   |
   | Trends/Directions             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply IBM Market       |    2   |   2   |   3   |   4   |   4   |
   | Management Process            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Integrated       |    2   |   2   |   3   |   4   |   4   |
   | Product Development Proc      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply IBM Brand Naming |    2   |   2   |   3   |   4   |   4   |
   | Strategies                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Initiate Projects             |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Contracted Resource &  |    2   |   3   |   3   |   3   |   3   |
   | Services                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Resource & Skill      |    2   |   2   |   3   |   3   |   4   |
   | Plans                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Leadership                    |    2   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Foster Teamwork/Enable Teams  |    2   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Risk Awareness/Taking         |    2   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|

2.2.8 Professional Development

Education roadmaps will be provided at a later date.

2.2.9 Marketing Management Position Descriptions

The following position descriptions describe the basic work of each of the positions within the Marketing Professional Career. Formal descriptions which may contain legally mandated language necessary for classifying employees in a geography should be obtained through the approved on-line job library, if available in the geography, or by contacting the appropriate H.R. personnel within the geography.

Subtopics:

2.2.9.1 Position Title: Associate Marketing Manager

Position Summary and Responsibilities:

Assists with the planning and execution for a limited number of the marketing mix elements (e.g., offering, terms, distribution, support/skills, etc.) for non-complex assignments associated with meeting brand unit and/or business unit objectives. Assigned to a brand unit and/or business unit and works on plans and activities which are typically defined by higher-level professionals and management in the department. These activities are executed by understanding and applying analytically-derived conclusions about the market, customers and/or competitive postures, which were provided through research studies defined by higher-level professionals and management in the marketing organization. Assists with the execution of plans by understanding brand unit and/or business unit policies and practices. May make recommendations to more senior professionals and management in the department on assigned activities. Understands the vision and mission of the marketing management discipline. Interfaces on a limited basis with the other marketing profession disciplines relative to assigned activities.

Skills

Environment:
Applies basic professional knowledge to some of marketing mix elements that support daily business planning activities as well as specific activities that support the brand unit and/or business unit mission and objectives.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Works with higher-level professionals, learning from them and assisting them in carrying out assigned marketing activities.
Assists in the development of business plans as they apply to assignments and negotiates with other marketing departments to obtain informantion and data needed for the assignment or project.
Problem Solving:
Recognizes problems, relative to assignments, when they arise and resolves them in line with guidance from management or with existing guidelines and procedures.
Uses professional skills to prepare alternatives to achieve marketing goals and objectives for assigned projects.
Assists with the development and analysis of proposals for marketing research for usability and resonableness.
Contributes to the development and implementation of new marketing techniques and improvements to departmental processes.

Contribution and Leadership

Works at a professional level and is reviewed as required for developmental purposes.
Sets priorities for own assignments and seeks advise from other professionals from other Marketing Profession disciplines as needed.
Understands the mission and vision of the marketing management discipline.
Is proficient in some of the marketing mix elements and may provide some technical direction and assistance to less knowledgeable department or team members.

Impact on Business/Scope

Is held accountable for the quality, and timeliness of assignments.
Provides input, related to assigned projects, for the brand unit and/or business unit marketing plan.
Advises management of all developments that affect assigned projects and makes recommendations for resolving those issues.
Assists in the the development of customer satisfaction and loyalty plans that identify dissatisfiers and satisfiers and develops plans to address those issues.
Assists in the development, implementation and administration of all financial activities related to assigned projects.

2.2.9.2 Position Title: Associate Marketing Manager (advanced)

Position Summary and Responsibilities:

Plans and executes a limited number of the marketing mix elements (e.g., offering, terms, distribution, support/skills, etc.) for non-complex assignments associated with meeting brand unit and/or business unit objectives. Assigned to a brand unit and/or business unit and works on plans and activities which are typically defined by senior professionals and management in the department. These plans and activities are executed by understanding and applying analytically-derived conclusions about the market, customers and/or competitive postures, which were provided through research studies defined by senior professionals and management in the marketing organization. Executes these plans by understanding brand unit and/or business unit policies and practices and recognizes the need for new policies and practices. Makes recommendations to more senior professionals and management in the department on assigned activities and related work as they affect the marketing management profession discipline. Understands the vision and mission of the marketing management discipline and other marketing profession disciplines. Interfaces on a limited basis with the other marketing profession disciplines relative to assigned activities.

Skills

Environment:
Applies a professional knowledge to some of marketing mix elements that support daily business planning activities as well as specific activities that support the brand unit and/or business unit mission and objectives.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Works as a marketing management professional interfacing with other members of the department during the performance of assignments.
Articulates the objectives of an assigned program or project as they apply to the attainment of brand unit and/or business unit objectives.
Participates in the development of business plans as they apply to assignments and negotiates plan objectives by explaining the merits of each recommendation.
Problem Solving:
Analyzes the cause of issues and concerns for assigned projects and formulates solutions by using non-traditional approaches.
Recognizes the need to develop new or revised marketing management methods that support the objectives of the department.
Develops or analyzes proposals for marketing management research for usability and reasonableness.
Reviews marketing management practices with the intention of improving and/or simplifying them.

Contribution and Leadership

Works on special assignments that relate to the successful planning and execution of some of the marketing mix elements associated with brand unit and/or business unit objectives.
Sets own priorities when managing assignments and involves other professionals from other Marketing Profession disciplines as needed.
Understands the mission and vision of the marketing management discipline and other related functions and incorporates them into assigned projects.
Is proficient in some of the marketing mix elements and is able to provide advice and counsel to other professionals within the department.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is held accountable for the quality, and timeliness of assignments.
Participates in setting the direction of the brand unit and/or business unit marketing plan.
Advises management of all developments that affect assigned projects and resolves the issues that have an effect on the marketing mix elements being implemented.
Develops customer satisfaction and loyalty plans that identify dissatisfiers and satisfiers and develops plans to address those issues.
Participates in the development, implementation and administration of all financial activities related to assigned projects. Ensures all financial objectives are met.

2.2.9.3 Position Title: Marketing Manager

Position Summary and Responsibilities:

Plans and executes all the marketing mix elements (i.e., strategy, offering, terms, distribution, support/skills, fulfillment and image) for several moderately complex projects/assignments associated with meeting brand unit and/or business unit objectives. Assigned to a brand unit and/or business unit and ensures strategies, plans and activities are in place for all assignments. These strategies, plans and activities are developed and executed by taking analytically-derived conclusions about the market, customers and/or competitive postures, which were obtained through senior professionals and management in the marketing organization, and applying them to assigned activities. Develops and executes these plans by understanding and interpreting brand unit and/or business unit policies and practices. Makes recommendations to more senior professionals and management in the department on assigned activities and related work as they affect the entire marketing organization. Understands the vision and mission of all of the Marketing Profession disciplines and their related specialty areas. Interfaces with all functions within the brand unit and/or business unit relative to assigned activities.

Skills

Environment:
Applies advanced professional knowledge to all of the marketing mix elements to ensure there is consistency in their usage in advanced business planning. These plans support the growth and profitability of the brand unit and/or business unit.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Advises other professionals within the market management discipline on day-to-day activities that affect the implementation of the brand unit and/or business unit strategies.
Assigned to a number of projects and negotiates all aspects of the projects with management and members of other marketing disciplines and functions.
Problem Solving:
Analyzes the objectives of complex business and marketing problems, programs and issues which are related to all of the marketing mix elements. Uses sound judgment in recommending solutions.
Identifies issues as they relate to the market management discipline and recommends new procedures or practices as they are related to those issues.

Contribution and Leadership

Leads implementation teams with little direction and reports the results to the senior management team in the brand unit and/or business unit.
Works with all of the marketing mix elements, defines their objectives and includes them in the overall business plan for the brand unit and/or business unit.
Provides technical or operational advice and counsel to other less-experienced professionals in the department. Contributes to the overall mission of the department or function.
May discharge the basic management responsibilities common to all IBM managers.

Impact of Business/Scope

Accountable for the results of a number of marketing projects, analyzes them with the intention of improving their performance.
Participates in marketing management planning sessions.
The results of the assigned programs are subject to customer satisfaction and loyalty measurements and, based on those measurements, develops programs to address those issues.
Ensures that the development, implementation and administration of all financial activities related to assigned programs are met.

2.2.9.4 Position Title: Marketing Manager (advanced)

Position Summary and Responsibilities:

Directs, plans and executes all of the marketing mix elements (i.e., strategy offerings, terms, distribution, support, fulfillment and image) for multiple complex projects/assignments associated with meeting a geography or major brand unit and/or business unit objectives. Assigned to a major geography or brand unit and/or business unit and ensures strategies are based on analytically-derived conclusions about the market, customers and/or competitive postures. Develops requirements for market research projects and manages internal and external resources in the execution, analysis and proper use of research results. Ensures strategies are clearly-defined and properly executed and meet business objectives for the geography or major brand unit and/or business unit. Develops recommendations for policies and practices for a geography or major brand unit and/or business unit used as guidance to sales, services and channel units management teams regarding assigned activities. Provides advice and counsel to management and lower-level professionals within the geography or brand unit and/or business unit. Understands the mission/vision of the geography or major brand unit and/or business unit. Interfaces with/provides direction to all functions in the geography or major brand unit and and/or business unit.

Skills

Environment:
Applies professional knowledge and expertise to all of the marketing mix elements to ensure there is consistency in their usage in advanced integrated business and marketing plans. Understands organizational resources, priorities, needs and plans. Can speak with authority on all elements.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiations:
Gives guidance to other professionals on designing and developing marketing-related activities that will implement a geography or major brand unit and/or business unit strategy.
Negotiates at the executive level to obtain agreement concerning the delivery of all of the marketing mix elements as well as for resource requirements.
Problem Solving:
Analyzes the requirements of a geography or major brand unit and/or business unit business strategy that are new and complex in nature, and anticipates any potential exposures or trends.
Assesses opportunities as they apply to all of the marketing mix elements and determines their impact on assigned marketing programs.

Contribution/Leadership

Analyzes the external and internal competitive situations for their impact on the marketing elements and recommends to executive and senior management strategies, plans that support the geography or major brand unit and/or business unit objectives.
Has considerable latitude to define and decide which courses of action should be taken when delivering all of the marketing mix elements.
Understands the long-term vision and mission of the geography or major brand unit and/or business unit and how they fit into their long-term business objectives.
Influences executive management when dealing with complex issues concerning business plans.
Acknowledged as an expert in all aspects of marketing management by all professionals within the assigned geography or major brand unit and/or business unit.
Has the responsibility for leading multi-functional teams within a geography or major brand unit and/or business unit in order to address business plan concerns.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is held accountable for the results of projects or programs that impact the marketing mix elements in a geography or major brand unit and/or business unit and ensures the success of these elements.
All assigned projects and programs are subject to established business measurements and use quality principles in the development of all assignments.
Purchases outside services and materials to meet the requirements and specifications of the project. Has budgetary responsibility.
Influences marketing management planning sessions.

2.2.9.5 Position Title: Senior Marketing Manager

Position Summary and Responsibilities:

Lead professional position for the Marketing Management function, directs and plans the execution of all marketing mix elements (i.e., strategy, offerings, terms, distribution, support, fulfillment and image) for multiple, very complex and strategically important projects/assignments associated with meeting corporate, geography or major brand unit and/or business unit objectives. Is relied on as the expert within the marketing management profession discipline regarding all aspects of marketing. Assigned to an international or corporate marketing function or to a geography or major brand unit and/or business unit. Articulates the long-term vision of the marketing mix elements and aligns them with IBM's long-term strategies and strategic initiatives and leads strategy development. Develops new concepts for market research studies. Creates strategies based on analytically-derived conclusions about the market, customers and/or competitive postures. Ensures strategies are clearly-defined and meet overall business objectives on a international, corporate, geography, brand unit and/or business unit level. Exhibits worldwide marketing leadership by working with executive management in the development of corporate policies and practices. Provides advice and counsel to management on the intent and strategic direction of corporate policies and practices. Assists executive management in the development of the worldwide mission and vision for the marketing profession. Interfaces with all levels of management in the function worldwide on all marketing-related issues.

Skills

Environment:
Applies professional knowledge and in-depth expertise of all of the marketing mix elements to ensure there is consistency in their usage in unique and innovative integrated business strategies and plans. Has an in-depth awareness and understanding of organizational resources, priorities and needs. On a worldwide basis, guides these plans toward leading-edge solutions.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiation:
Takes a leadership role by using the experience of senior professionals in order to design and develop marketing-related activities that will implement the geography or major brand unit and/or business unit strategies on a world-wide basis.
Leverages all marketing management resources to deliver all the marketing mix elements. Participates in complex negotiations with executive management to obtain worldwide agreement for the overall implementation of marketing programs.
Problem Solving:
Anticipates the requirements of the marketing management discipline and designs marketing strategies that are innovative and contributes to the formulation of marketing policies.
With executive review, acts as the leading interface responsible for the delivery of all marketing mix elements and marketing-related activities.

Contribution and Leadership

Understands all of the marketing mix elements and can articulate the worldwide vision of these elements and how they fit into the long-term strategies of IBM's business strategies and plans.
Acknowledged as an expert in all aspects of marketing management by all professionals within this discipline on a worldwide basis.
Has the responsibility for taking the lead professional role for the marketing management function and leads international, corporate, geography or major brand unit and/or business unit teams.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Develops plans and programs for specific complex to very complex offerings/solutions and executes chosen strategies for corporate, geography or major brand unit and/or business unit on a world-wide basis.
With executive review, develops and implements strategies for new or improved complex to very complex offerings/solutions with the intention of expanding sales, gaining market share and increasing IBM's competitive advantage.
Integrates the marketing mix elements into cohesive business plans which can be taken to market to win, while appropriately using resources and budgets.
Participates in corporate-wide policy and program planning sessions.
Commits financial resources and coordinates human resources which significantly impact budgets and other activities.
Develops plans based on customer satisfaction and loyalty survey results and sets measurement objectives to address all concerns.

2.3 Chapter 6. Market Intelligence Profession Discipline

Subtopics:

2.3.1 Market Intelligence Profession Discipline Overview

Market Intelligence is one of six profession disciplines within the Marketing Professional Career (see "Professional Career Structure" in topic 2.1.2) and is responsible for critical components of the marketing mix of elements.

Market Intelligence is concerned with providing relevant market information, derived from research, for the professional marketing team specifically, but also to all corporate managers involved in both short- and long-term planning. Essential elements in this information are the particular types of data critical to the planning process. These include elements about customers/clients, markets, competitors and the business environment.

The primary responsibility of Market Intelligence is to minimize risk in the making of business decisions. This is accomplished through thorough analysis of relevant data and the formulation of comprehensive meaningful action scenarios. Market Intelligence is an organized way of finding objective answers to questions every business must answer to succeed. They include:

Who are the customers or potential customers?
What kind of people are they?
Can and will they buy?
Are the kinds of goods and services they want being offered by my business?
Are my prices consistent with what buyers view as the products' value?
Are promotional programs working?
What do customers think of my business?
How does my business compare with that of my competitors?

Market Intelligence learns about markets by gathering facts in an orderly and objective manner and by determining what customers want to buy, not just what a business wants to sell them. This research focuses and organizes marketing information. It ensures that such information is timely and provides what is needed to:

Reduce business risks.
Identify trends in the current market.
Identify and confirm sales opportunities.
Gather facts about selected markets to ensure better decision-making.
Assist in setting up action plans.

Investment in Market Intelligence is increasing because it will accomplish the following:

Reducing chance in decision making by providing data needed to evaluate all options.
Enabling managers to forecast trends more quickly and accurately.
Identifying and validating business opportunities.
Revealing weaknesses in the competition.
Justifying assumptions upon which marketing strategies are formulated.
Aiding in formulating the elements of the marketing mix, such as product, price, promotion, channel, etc.

Skilled researchers can apply principles of sample size, sample design, and other disciplines to their tasks. These professionals may be specialized by skill, by industry, or by type of project.

Common activities in this profession discipline are:

Determination of market characteristics
Measurements of market potentials
Market participation vs market-share analysis
Sales analysis
Studies of business trends
Competitive product studies
Short-range forecasting
Long-range forecasting (one year or more)
Pricing studies
Product acceptance and potential

Three important functions of Market Intelligence are to evaluate and recommend market opportunities; examine the offerings and identify the best target markets; decide on the best competitive position for the organization within the target as well as the best mode of entry and timing.

2.3.2 Profession Discipline Structure

The following positions are defined within the Market Intelligence profession discipline:

Associate Market Researcher
Associate Market Researcher (advanced)
Market Researcher
Market Researcher (advanced)
Senior Market Researcher

The Market Intelligence profession discipline is comprised of five specialties as follows:

Customer Satisfaction and Loyalty Research -- This specialty is concerned with the acquisition, codification, analysis, and presentation of marketplace information relative to IBM's and competitors' relationships to customers and business partners. This research helps drive decisions about IBM's offerings to the marketplace, relative to its key internal and external competitors.
Marketing Communications Research -- These individuals are concerned with marketplace information relating to IBM's communications about the Company and its offerings and solutions. They consult with others, including management, in advertising, collateral/sales promotion, business shows, and related activities on the development and assessment of marketing communications directed to both internal and external audiences. They also design and implement various research studies.
New Offerings/Solutions Research -- The New Offerings/Solutions Researcher validates customer requirements from various market segments for all of IBM's offerings/solutions. Their research focuses on both current and future offerings to the marketplace. They determine issues to be researched, establish requisite methodologies for study, assess how customers get work done with both IBM and competitive offerings, and provide market intelligence before an offering is included in the business plan. Keys to success in this specialty include competencies ranging from consulting and problem identification through research planning and design, sampling, data collection and analysis, to overall management of the research process.
Competitive Analysis Research -- These professionals are concerned with current and future IBM and competitors' offerings and solutions in the marketplace. They work closely with brand unit and/or business unit management in assessing offerings to be made in a competitive environment. They are responsible for gaining acceptance of new technologies by marketplace targets, and assessments of how customers do and get work done with IBM and competitive offerings/solutions.
Industry/Marketing Analysis Research -- The focus of activity in this specialty is on marketplace information relative to IBM and competitive offerings within each of IBM's key market segments. These individuals forecast the potential for IBM growth within the segments and they profile competitors and their capabilities. They determine the problems and issues to be researched, and provide secondary research of either internal databases or external sources.

Market Intelligence professionals are expected to demonstrate expertise in at least one specialty depending on the size and scope of the organization, and on assigned responsibilities. In addition, individuals assigned to one of the Marketing roles will add to their skills profile the skills template for that role (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills)

2.3.3 Characteristics of the Profession Discipline

Market Intelligence professionals have the following characteristics:

Able to gather information and provide analysis to all levels of management that identifies business opportunities and anticipates business trends.
Provide assistance to minimize risk in decisions about IBM's offerings to the best target marketplace.
Help determine the optimum timing and entry into a target market and the best competitive position within that market.
Consult with marketing and product management on the position, features, and functions of IBM and competitive offerings.
Design or identify appropriate primary or secondary research activities which address tactical or strategic business problems.
Develop research protocols for use in qualitative or quantitative research; conduct univariate and multivariate analysis planning activities and disseminate the research findings.
Have strong oral and written communication skills.
Can manage contracted resources and services.

2.3.4 Potential Candidates

Market Intelligence professionals may be sourced from current IBM employees who have the basic skills and qualifications. They are concerned with incisive, relevant marketplace information captured through planned short- and long-term processes that support the management systems. Employees in the Market Intelligence profession discipline may also be interested in pursuing careers as consultants and strategists and in market segment management, database marketing, and related fields.

Market Intelligence professionals may also be sourced from professional hires who have the combination of training in research and planning.

Figure 6-1 illustrates the the possibilities for movement to and from the Market Intelligence Profession Discipline.

Figure 6-1. Market Intelligence Profession Discipline Career Possibilities

2.3.5 Career Growth

Market Intelligence professionals may be assigned positions from Associate Market Researcher through Senior Market Researcher in any of the five specialties. The difference between the ascending levels is a function of increasing skill, capability, experience, and responsibility and are reflected in the extent of an individual's leadership, contributions, and impact on the business.

Growth in this discipline can be achieved through the acquisition of skills and experiences that enable an individual to work in multiple specialty areas. Professionals can also rise to levels comparable to executive management and career path movement can occur in accordance with planned steps into and through other professions.

2.3.6 Performance Elements

Market Intelligence professionals are measured on the the execution of projects within established time and budget parameters. They are also responsible for providing market intelligence information to management to enable them to develop business solutions and make offering decisions. A primary performance element is the reduction of the uncertainty in the decision-making process. Market Intelligence professionals are key members of the Marketing Professional Career and provide a strong influence on the short- and long-term business direction of the brand unit and/or business unit.

2.3.7 Market Intelligence Profession Discipline Skills Profile

The skills required of a Market Intelligence professional are as follows:

General Marketing Skills - required of all individuals in this Marketing profession discipline
IBM Internal Skills - required of all individuals in this Marketing profession discipline
Market Intelligence Discipline Skills
Market Intelligence Discipline Specialty Skills
Marketing Role Skills - for individuals assigned to one of the Marketing roles (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills)

    _______________________________ ________________________________________  
   |                               |  Profession Discipline Positions, with |
   |                               |         Associated Skill Levels        |
   |                               |________ _______ _______ _______ _______|
   | MARKET INTELLIGENCE SKILLS    |  Assoc | Assoc |       |  Mkt  | Senior|
   |                               |   Mkt  |  Mkt  |  Mkt  | Resrch|  Mkt  |
   |                               | Resrch | Resrch| Resrch| (adv) | Resrch|
   |                               |        | (adv) |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                        GENERAL MARKETING SKILLS                        |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply Marketing        |    2   |   3   |   3   |   4   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Mkt Intelligence |    2   |   3   |   4   |   4   |   5   |
   | Concepts & Method             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Customer Reqmts &  |    2   |   3   |   4   |   4   |   5   |
   | Buying Behaviors              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Market           |    2   |   3   |   4   |   5   |   5   |
   | Segmentation                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Strategies            |    1   |   2   |   2   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Plans                 |    2   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Programs              |    1   |   2   |   2   |   3   |   3   |
   |_______________________________|________|_______|_______|_______|_______|
   | Use Market Intelligence       |    2   |   2   |   4   |   4   |   5   |
   | Consulting Techniques         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Select Market Intelligence    |    2   |   3   |   4   |   5   |   5   |
   | Research Methods              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Primary Research      |    2   |   3   |   4   |   5   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Secondary Research    |    3   |   3   |   4   |   5   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Communicate Market            |    1   |   2   |   3   |   4   |   5   |
   | Intelligence Findings         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Use Market Intelligence Data  |    1   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   |                           IBM INTERNAL SKILLS                          |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply IBM Brand        |    2   |   2   |   3   |   4   |   5   |
   | Business Management System    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Business Strategy |    2   |   2   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand the IBM Brand      |    1   |   2   |   3   |   4   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand/Anticipate/Respond |    1   |   2   |   3   |   4   |   5   |
   | - Competitive Trends          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Articulate IBM                |    1   |   2   |   3   |   4   |   5   |
   | Offerings/Technologies        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | IBM Formal & Informal Network |    1   |   2   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Work in Cross-Functional      |    2   |   3   |   4   |   5   |   5   |
   | Teams                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM Global         |    1   |   2   |   3   |   3   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Creativity/Breathru Thinking  |    1   |   2   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Interpersonal Communications  |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Negotiation                   |    1   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Problem Solving & Decision    |    2   |   2   |   3   |   4   |   5   |
   | Making                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Basic Financial         |    2   |   2   |   3   |   3   |   4   |
   | Concepts                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Project Management      |    2   |   3   |   4   |   4   |   5   |
   | Techniques                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Self-Directed Learning        |    3   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Contracted Resource &  |    1   |   2   |   3   |   4   |   5   |
   | Services                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |       CUSTOMER SATISFACTION AND LOYALTY RESEARCH SPECIALTY SKILLS      |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Customer Satisfaction |    1   |   2   |   3   |   4   |   5   |
   | & Loyalty Strategy            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Evaluate Total Customer       |    1   |   2   |   4   |   5   |   5   |
   | Satisfaction                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Customer Satisfaction |    1   |   2   |   4   |   5   |   5   |
   | Analysis                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Measure MDQ/TQM Performance   |    1   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   |           MARKETING COMMUNICATIONS RESEARCH SPECIALTY SKILLS           |
   |_______________________________ ________ _______ _______ _______ _______|
   | Understand Creative           |    1   |   2   |   2   |   3   |   3   |
   | Development Concepts          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Market Segment     |    1   |   2   |   3   |   4   |   4   |
   | Business Plan                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Media Planning   |    1   |   2   |   2   |   3   |   3   |
   | Development                   |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Attitude           |    1   |   2   |   3   |   4   |   5   |
   | Measurement & Attitude Change |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   3   |   4   |   5   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |            NEW OFFERINGS/SOLUTIONS RESEARCH SPECIALTY SKILLS           |
   |_______________________________ ________ _______ _______ _______ _______|
   | Manage Marketing Mix Elements |    1   |   2   |   3   |   3   |   4   |
   | Strategies/Plans              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Market Segmentation   |    1   |   2   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Offrgs/Solns          |    1   |   2   |   3   |   4   |   5   |
   | w/Competitive Advantage       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Marketplace Situation |    2   |   3   |   3   |   4   |   5   |
   | Analysis                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |             COMPETITIVE ANALYSIS RESEARCH SPECIALTY SKILLS             |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know Specific Competitors     |    1   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Create Competitor Profiles    |    1   |   2   |   3   |   3   |   5   |
   | from Incomplete Info          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Analyze Relevant Industry     |    1   |   2   |   2   |   3   |   4   |
   | Legislation                   |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Track Emerging Technologies   |    1   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   |                INDUSTRY/MARKET RESEARCH SPECIALTY SKILLS               |
   |_______________________________ ________ _______ _______ _______ _______|
   | Forecast Emerging Industry    |    2   |   3   |   3   |   4   |   5   |
   | Trends                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Analyze Relevant Industry     |    1   |   2   |   2   |   3   |   4   |
   | Legislation                   |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Track Emerging Technologies   |    1   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|

2.3.8 Professional Development

Education roadmaps will be provided at a later date.

2.3.9 Market Intelligence Position Descriptions

Subtopics:

2.3.9.1 Position Title: Associate Market Researcher

Position Summary and Responsibilities:

Assists higher-level professionals and management with the capture of incisive, relevant marketplace information understanding the planned processes that support management systems for offerings/solutions within a brand unit and/or business unit. Participates in less complex aspects of the design of market research studies to address tactical business problems. With assistance, researches customer requirements, and recommends changes that will improve the competitive position of a specific offering or solution within the brand unit and/or business unit. Might interact on a limited basis, with brand unit and/or business unit professionals/management on the positioning of IBM's offerings/solutions.

Skills

Environment:
Applies basic professional knowledge to ensure there is consistency in the use of market research approaches as they apply to an offer/solution.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiation:
Works with higher-level research professionals, learning from them and assisting them in carrying out assigned research activities.
Can articulate lesscomplex design methods and instruments for studies as they apply to the attainment of the brand unit and/or business unit objectives.
Assists in the development of study requirements as they apply to assignments and negotiates the objectives within a defined goal.
Problem Solving:
Analyzes the cause of problems associated with studies and formulates solutions.
Develops and analyzes proposals for non-complex market research requests.
Understands and applies research guidelines and methods that support the objectives of the department.

Contributions and Leadership

Works on non-complex aspects of market research studies as requested by management.
Sets priorities for own assignments and seeks advice from other professionals as needed, in order to produce studies that provide value-add to the assignment.
Understands the Market Intelligence department mission and vision and applies them to all assigned market research studies.

Impact on Business/Scope

Assists in the development of programs for the Market Intelligence department's mission.
Informs management of all developments that affect the assigned project or proposal. With assistance, resolves all issues relative to assignments on proposed offerings/solutions.
Assists in the development, implementation and administration of all financial activities related to assigned studies.

2.3.9.2 Position Title: Associate Market Researcher (advanced)

Position Summary and Responsibilities:

Captures incisive, relevant marketplace information through planned processes that support management systems for offerings/solutions within a brand unit and/or business unit. Participates in the design of market research studies to address tactical business problems. Researches customer requirements, and recommends changes that will improve the competitive position of a specific offering/solution within the brand unit and/or business unit. Interacts with brand unit and/or business unit professionals/management on the positioning of IBM's offerings/solutions. Develops consulting skills through work assignments.

Skills

Environment:
Applies professional knowledge to ensure there is consistency in the use of market research approaches as they apply to an offer/solution.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiation:
Works independently as a professional researcher by interfacing with brand unit and/or business unit teams during the performance of an assignment.
Capable of articulating the study's design, methods and instruments as attainmentpply to the of the brand unit and/or business unit objectives.
Participates in the development of study requirements as they apply to assignments and negotiates the objectives within a defined goal.
Problem Solving:
Analyzes the cause of a study's problems and formulates solutions.
Recognizes the need to develop market research methods as applicable to research requests.
Develops and analyzes proposals for market research requests.
Reviews and challenges research guidelines with the intention of improving them.

Contributions and Leadership

Works on a market research study as requested by management.
Sets own priorities in managing an assignment and ensures the involvement of the appropriate professionals in order to produce studies that provide value-add to the assignment.
Understands the Market Intelligence department mission and vision and applies them to all assigned market research studies.
Employs project management techniques to ensure that studies are coordinated and lead to results based of the initial objectives.
May discharge the basic management responsibilities common to all IBM Managers.

Impact on Business Scope

Participates in the development of programs for the Market Intelligence department's mission.
Advises management of all developments that affect the assigned project or proposal. Resolves all issues that have an effect on a proposed offering/solution.
Participates in the development, implementation and administration of all financial activities related to assigned studies. Ensures financial objectives are met.

2.3.9.3 Position Title: Market Researcher

Position Summary and Responsibilities:

Captures incisive, relevant marketplace information for a number of offerings/solutions within a brand unit and/or business unit. Improves the planned short and long-term processes that capture this information. Selects and designs market research methods to address tactical business problems. Leads the analysis of competitors, industries, markets and customer requirements for a brand unit and/or business unit. Identifies issues to be researched and consults with brand unit and/or business unit management on the positioning of IBM competitive offerings/solutions. Based on research results, makes recommendations to management to optimize the success of offerings/solutions, including selection of market segments.

Skills

Environment:
Applies advanced professional knowledge to ensure there is consistency in the use of market research approaches as they apply to a number of offerings/solutions.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiation:
Selects or designs the appropriate market research method (primary or secondary, quantitative or qualitative techniques) that addresses business problems and negotiates to defined goals with a business unit's senior management team.
Advises other professionals within the market intelligence discipline in day to day activities that implement a business unit's strategy.
Problem Solving:
Applies creativity in conducting research activities in support of complex offerings/solutions.
Based on the customer's needs, develops new procedures or processes to assist in the achievement of the offerings/solutions' business goals.
Identifies complex business problems by using advanced market research methods aimed at improving an offerings/solutions competitive position.

Contribution/Leadership

Conducts a number of projects and studies of a complex nature as requested by brand unit and/or business unit management teams.
Advises management on all developments that affect the market research study's short-and long-term objectives, reviews recommendations, and resolves all issues.
Understands the Marketing Intelligence department's mission and vision and applies them to all research assignments.
Influences other professionals within the brand unit and/or business unit during the performance of research studies.
Provides technical guidance to less-experienced market researchers who are involved in the implementation of research assignments.
May discharge the basic management responsibilities common to all IBM Managers.

Impact on Business/Scope

Is held accountable for the research results and analyzes them in order to suggest new and/or enhanced methods of study design.
Participates on a regular basis in the development of the direction of the market research studies that may affect brand unit and/or business unit.
The results of all studies performed are subject to established business measurements.
Ensures that the development, implementation and administration of all financial activities related to complex studies are met.

2.3.9.4 Position Title: Market Researcher (advanced)

Position Summary and Responsibilities:

Captures incisive, relevant marketplace information for a major business unit or geography. Designs long-term processes that improve the capture of relevant market information according to global market intelligence policies. Acknowledged as an expert in market intelligence research techniques. Oversees the analysis of competitors, industries, markets, and customer requirements for a major business unit or geography. Selects and designs advanced research methods to address long range tactical and strategic business problems. Provides advice and counsel on market intelligence to geographies, business partners, joint ventures and subsidiaries. Identifies highly complex, emerging issues to be researched and consults with executive management in the geographies on the positioning of major IBM competitive offerings/solutions. Based on research results, negotiates with executive management to optimize the success offerings/solutions within a major business unit or geography, including the selection of market segments.

Skills

Environment:
Applies expert knowledge to ensure there is consistency in the use of advanced market research approaches as they apply to offerings/solutions for a major business unit or geography.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiations:
Establishes the priority for a number of advanced and unique research projects and advises senior management on all developments that affect short- and long-range business objectives for a geography or major business unit.
Leverages available research resources and negotiates goals and approaches to optimize IBM's competitive advantage. Negotiations result in agreements of all functions involved.
Problem Solving:
Anticipates future trends and potential issues associated with the gathering and analysis of Market Intelligence, assesses their impact and develops appropriate actions.
Identifies the unique and complex situations for major research projects and programs and provides appropriate solutions.
Uses advanced research techniques to provide solutions to complex design problems in order to improve IBM's competitive position.

Contribution/Leadership

Oversees a number of special research projects and programs of a complex or unique nature at a major business unit or geography.
Provides guidance in market research methods and instruments and acts as a mentor to less-experienced professionals who are involved in the planning and implementation of research programs. Provides advice concerning staffing and organization.
Has considerable latitude in directing the activities of research processes by employing effective management techniques that ensure that appropriate design resources are deployed.
Participates in the establishment of the mission and vision for the Market Intelligence discipline.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Defines major research projects by conducting research activities and is held accountable for research results.
Keeps abreast of changes and improvements in the areas of product design and incorporates them into research programs and projects.
All research projects and results are subject to established business measurements geography or major business unit.
Ensures that the development, implementation and administration of all financial activities related to design programs are met. Attainment of financial targets has a direct impact on financial results of the Market Intelligence discipline.

2.3.9.5 Position Title: Senior Market Researcher

Position Summary and Responsibilities:

Develops market intelligence strategies at the geographic, international or corporate level. Relied on as the expert on market research techniques that capture incisive, and relevant marketplace information for a variety of new and leading edge products and solutions. Develops future market research strategies, requirements and objectives for the analysis of competitors, industries and markets. Contributes to policy formulation which improves the capture of market information through long-term processes and ensures these processes are implemented through all levels of the Market Intelligence function. Conducts complex negotiations with executive management to ensure market research results drive decisions about IBM's strategic offering/solutions in the marketplace. Through significant expertise and leadership supports IBM corporate marketing by understanding and communicating corporate objectives and by continually improving the effectiveness of research methods and techniques.

Skills

Environment:
Takes a lead role to ensure there is consistency in research methods and techniques in all approaches used on a worldwide basis.
Demonstrates the skill proficiency levels for this position.
Communications/Negotiation:
Takes a leadership role at the geography, international or corporate level to communicate the latest research techniques to be used in research projects.
Leverages all available resources and is involved in the most complex negotiations that have lasting agreements and commitments that have worldwide implications..
Advises, on a worldwide basis, executive management of all developments that affect the Market Intelligence discipline's long-term design strategies.
Problem Solving:
Understands the changing and improving environment within the Market Intelligence discipline and incorporates them into the long-term strategies.
Assesses business opportunities as they apply to market intelligence projects and determines their impact on future offerings.

Contribution/Leadership

Uses professional experience in developing the overall mission and vision of the Market Intelligence discipline. Actively participates in functional planning.
Recognized as the expert in the Market Intelligence field by both IBM professionals and outside organizations.
Directs the activities of complex research assignments by employing effective management techniques to ensure appropriate resources are deployed.
Leads major research strategy sessions made up of senior professionals that evaluate complex offerings for competitive advantages and opportunities.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Has high-impact on long-term Market Intelligence strategies and is held accountable for the business performance of those strategies.
Develops return-on-investment evaluations of offerings/solutions and presents the recommendations for executive review at the geography, international or corporate level.
Takes a lead role in the formulation of research policies, practices, and strategies.
Commits financial resources and coordinates human resources which have a significant impact on budgets and other activities. Responsible for the attainment of all project costs, schedules and functional requirements.

2.3.10 Market Intelligence Specialty Descriptions

Subtopics:

2.3.10.1 Specialty Title: Customer Satisfaction and Loyalty Research

Specialty Summary:

The customer satisfaction and loyalty research specialty is concerned with the acquisition, codification, analysis and presentation of marketplace information relative to IBM's and competitor's relationships with customers and business partners. This research helps drive decisions about IBM's offerings/solutions to the marketplace relative to its key internal and external competitors. It is also concerned with identifying key customer satisfaction and loyalty dimensions which optimize IBM's position relative to competitors in the marketplace. The function tracks the progress of IBM's efforts in increasing satisfaction and loyalty with its customers. The research helps to prepare go-to-market strategies and impacts future IBM revenue. Key to the success of this position is a broad set of competencies ranging from consulting and problem identification through research planning, research design, sampling, data collection, measurement instrument design, data collection and analysis, communication of results and overall management of the research process.

Responsibilities:

Consults with brand unit and/or business unit management on the development and assessment of customer satisfaction and loyalty relative to both internal and external customers and business partners.
Determines the problems or issues that need to be researched and establishes the requisite methodologies to be implemented for a particular study.
Evaluates customer research design involving secondary research of either internal IBM databases or external sources.
Designs and implements tracking studies to assesses impressions of IBM and competitive offerings/solutions, analysis of customer and business partner relationships, marketing processes and perceptions of IBM's value-add.

2.3.10.2 Specialty Title: Marketing Communications Research

Specialty Summary:

Marketing communications research is concerned with the acquisition, codification, analysis and presentation of marketplace information relative to IBM's communications about the company and its offerings/solutions. This research helps drive decisions about IBM's marketing communications offerings/solutions to the marketplaces relative to its key internal and external competitors. Success depends on competencies ranging from consulting and problem identification through research planning, research design, sampling, data collection, measurement instrument design, data collection analysis, communication of results and overall management of the research process.

Responsibilities:

Consults with advertising, collateral/sales promotion, business shows, etc., brand unit and/or business unit management on the development and assessment of marketing communications activities directed at internal and external audiences.
Determines the problems or issues that need to be researched and establishes the requisite methods to be implemented for a particular study.
Implements custom research designs of which many elements may involve secondary research of either internal IBM databases or external sources.
Designs and implements tracking studies to assess impressions of the company and offerings/solutions among key constituencies.
Conducts studies that involve concept tests, collateral/advertising, sales promotions, internal communications, Internet programs, executive communications and public relations.

2.3.10.3 Specialty Title: New Offering/Solution Research

Specialty Summary:

New offering research identifies and validates customer requirements from various market segments for all of IBM's offerings/solutions. In addition, offering research is concerned with the acquisition, codification, analysis and presentation of marketplace information relative to IBM's current and future offerings/solutions into the marketplace. This research helps shape and drive decisions about IBM's offerings/solutions relative to its key internal and external competitors. Success depends on competencies ranging from consulting and problem identification through research planning, research design, sampling, data collection, measurement instrument design, data collection and analysis, communication of results and overall management of the research process.

Responsibilities:

Consults with brand unit and/or business unit management on the development and assessment of offerings/solutions directed to internal and external audiences.
Determines the problems of issues that need to be researched and establishes the requisite methods to be implemented for a particular study.
Conducts studies with target audiences to determine required features and ideal positions for new offerings/solutions.
Analyzes the competitor's offerings.
Provides market intelligence before an offering/solution is included in the brand unit and/or business unit plan.

2.3.10.4 Specialty Title: Competitive Analysis Research

Specialty Summary:

Competitive analysis research is concerned with the acquisition, codification, analysis and presentation of marketplace information relative to IBM's and a competitor's current and future offerings/solutions in the marketplace. This research helps shape and drive decisions about IBM's offerings/solutions relative to its key internal and external competitors. Success depends on competencies ranging from consulting and problem identification through research planing, research design, sampling, data collection, measurement instrument design, data collection and analysis, communication of results and overall management of the research process.

Responsibilities:

Consults with brand unit and/or business unit management on the development and assessment of offerings/solutions directed to internal and external audiences.
Determines the problems of issues that need to be researched and establishes the requisite methods to be implemented for a particular study.
Conducts studies with target audiences to determine required features and ideal positions for new offerings/solutions.
Analyzes the competitor's offerings.
Provides market intelligence before an offering/solution is included in the brand unit and/or business unit plan.

2.3.10.5 Specialty Title: Industry/Market Research

Specialty Summary:

Industry/market analysis research is concerned with the data sources, acquisition, codification, analysis and presentation of marketplace information relative to IBM's and competitor's current and future offerings/solutions within each of IBM's key market segments. This function helps define customer sets, forecasts potential for segment growth, and the identifies key internal and external customer sets and competitors and their strategy within each segment. This research helps shape and drive decisions about IBM's offerings/solutions and coverage plans relative to its key internal and external competitors. Key to the success of this position depends on competencies ranging from consulting and problem identification, research design, sampling, data collection and analysis, communication of results, overall management of the research process, Market Management process, understanding segment business plans, and solution marketing plans.

Responsibilities:

Contributes to the segmentation of customer sets and solution areas of an industry opportunity.
Analyzes economic and I/T trends driving the target industry/segment.
Uses available data to assess IBM's position in the industry (e.g., market share, image, etc.).
Tracks technology that may impact the industry, customer set or brand.
Monitors relevant regulations and legislation.
Supports the development of segment business plans and solution marketing plans.
May lead the development of the M/SAR (Marketplace/Segment Analysis Report).
May facilitate the execution of the VOC (Voice of the Customer) study.

2.4 Chapter 7. Distribution Channels Marketing Profession Discipline

Subtopics:

2.4.1 Distribution Channels Marketing Profession Discipline Overview

Distribution Channels Marketing is one of six profession disciplines within the Marketing Professional Career (see "Professional Career Structure" in topic 2.1.2), and is an integral part of the marketing mix of elements. Distribution Channels Marketing professionals are responsible for identifying and selecting the appropriate distribution channels or mix of channels for IBM offerings/solutions. The responsibilities of these individuals include participation in the creation and implementation of go-to-market plans, distribution channels marketing strategies and plans, and marketing support programs; and for the gathering and coordination of distribution channels marketing offerings/solutions requirements. In addition, these marketing professionals may specialize in specific channels or combinations of channels, e.g., face-to-face marketing, business partner, tele marketing, electronic marketing, or OEM marketing, or may be assigned as a hybrid marketing or fulfillment specialist.

The Distribution Channels Marketing professional understands the components of channel support, e.g., sales strategies, technical support, marketing communications, education, manufacturing and logistics, etc., required to ensure brand unit and/or business unit channels marketing readiness. This professional also works with a variety of functions within IBM such as legal, business practices, offerings/solutions development and others, to ensure channels business is conducted in a manner consistent with corporate and brand unit and/or business unit standards.

The Distribution Channels Marketing professional understands the offerings/solutions, terms and conditions, and distribution practices of IBM's competitors and is capable of successfully creating strategies to increase IBM's channels presence and participation. This individual is a primary resource to the Marketing Management profession discipline within the brand unit and/or business unit management system. They create strategies, plans and programs that support all channels including the client relationship, general business relationship, and sales specialist professionals.

The measures of this discipline are revenue contribution, channel optimization, market participation, and IBM cost of distribution.

2.4.2 Profession Discipline Structure

The following positions are defined within the Distribution Channels Marketing profession discipline:

Associate Distribution Channels Marketing Specialist
Associate Distribution Channels Marketing Specialist (advanced)
Distribution Channels Marketing Specialist
Distribution Channels Marketing Specialist (advanced)
Senior Distribution Channels Marketing Specialist

This profession discipline is comprised of seven specialties as follows:

Face-to-Face Marketing
Business Partner
Tele Marketing
Electronic Marketing
OEM Marketing
Hybrid Marketing
Fulfillment

Distribution Channels Marketing professionals are expected to demonstrate expertise in at least one specialty depending on the size and scope of the organization and on assigned responsibilities and job position. In addition, individuals assigned to one of the Marketing Profession roles will add to their skills profiles the skills template for that role (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills).

2.4.3 Characteristics of the Profession Discipline

Distribution Channels Marketing professionals have the following characteristics:

Manage the creation and implementation of the "go-to-market" plans.
Knowledgeable of major or primary distribution channels.
Can articulate the overall IBM distribution channels marketing strategy.
Gather and coordinate related offerings/solutions requirements with marketing management.
Skilled in performing market analysis, assessing IBM's position in the market, and understanding total market opportunity.
Develop marketing support programs and deliverables.
Able to develop channels communications programs to ensure effective communications with business partners.
Develop and implement distribution channels management controls and techniques.
Develop distribution/coverage strategy using routes-to-market tools and analyses of existing and alternative coverage and distribution channels.
Understand the components of distribution channels support to ensure channels marketing readiness to implement routes to market plans.
Establish strong cross-discipline linkages within the Marketing Professional Career and with other global functions to ensure program consistency and to maximize efforts for assigned channels or specialties.
Work with a variety of IBM functions such as legal, business practices and development groups to ensure channels business is conducted in a manner consistent with corporate and brand unit and/or business unit standards.
Understand the elements of an offering/solution marketing plan.
Apply expertise in customer (relationship) coverage planning.
Skilled in determining resource and skill requirements to support selected offerings/solutions at each step of the sales cycle and in determining actions required to resolve resource and skill gaps.

2.4.4 Potential Candidates

Distribution Channels Marketing professionals may be sourced from IBM employees who represent a wide array of backgrounds and experience: client relationship, general business, sales, and tele sales professionals. Persons with technical services and/or communications skills, combined with strong marketing skills and expertise would also be candidates.

There are five distribution channels marketing positions which create opportunities for multiple entry points, assuming the individual satisfies certain requirements, including skill proficiency.

Candidates may also be sourced from professional hires who have distribution channels marketing experience or an advanced degree in distribution channels marketing.

Figure 7-1 illustrates the the possibilities for movement to and from the Distribution Channels Marketing Profession Discipline.

Figure 7-1. Distribution Channels Marketing Profession Discipline Career Possibilities

2.4.5 Career Growth

Distribution Channels Marketing specialists can occupy several positions from Associate Distribution Channels Marketing Specialist to Senior Distribution Channels Marketing Specialist. The difference between the ascending levels is a function of increasing skill, capability, experience, and responsibility which are reflected in the extent of an individual's demonstrated leadership, and the size and scope of his/her contributions and impact on the business.

2.4.6 Performance Elements

The Distribution Channels Marketing professional is measured on the following factors:

Revenue, Year-to-Year Growth
Market Participation
Customer (Channel) Satisfaction

The Distribution Channels Marketing professional is a key member of a brand unit and/or business unit and strongly influences the long-term direction of the unit.

2.4.7 Distribution Channels Marketing Profession Discipline Skills Profile

The skills required of a Distribution Channels Marketing professional are as follows:

General Marketing Skills - required of all individuals in this Marketing profession discipline
IBM Internal Skills - required of all individuals in this Marketing profession discipline
Distribution Channels Marketing Discipline Specialty Skills
Marketing Role Skills - for individuals assigned to one of the Marketing Profession roles (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills)

    _______________________________ ________________________________________  
   |                               |  Profession Discipline Positions, with |
   |                               |         Associated Skill Levels        |
   | DISTRIBUTION CHANNELS         |________ _______ _______ _______ _______|
   | MARKETING SKILLS              |  Assoc | Assoc |       |  DCM  |   Sr  |
   |                               |   DCM  |  DCM  |  DCM  |  Spec |  DCM  |
   |                               |  Spec  |  Spec |  Spec | (adv) |  Spec |
   |                               |        | (adv) |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                        GENERAL MARKETING SKILLS                        |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply Marketing        |    3   |   3   |   3   |   4   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Mkt Intelligence |    2   |   3   |   3   |   4   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Customer Reqmts &  |    3   |   3   |   3   |   4   |   4   |
   | Buying Behaviors              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Market           |    2   |   3   |   4   |   4   |   5   |
   | Segmentation                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Strategies            |    2   |   3   |   3   |   4   |  User |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Plans                 |    3   |   3   |   4   |   4   |  User |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Programs              |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Distribution Channel  |    2   |   3   |   3   |   4   |  User |
   | Strategies                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |        |       |       |       |       |
   | Offerings/Solutions Marketing |    2   |   3   |   3   |   4   |   4   |
   | Plan                          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Create Marketing Programs     |    3   |   2   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Promotional Materials |    3   |   3   |   4   |   5   |   3   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Distribution Channels |    2   |   2   |   3   |   4   |   5   |
   | Contract Reqmts               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Market Analysis       |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Design/Develop Channel        |    3   |   3   |   4   |   4   |   4   |
   | Communications Programs       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Implement Partnership         |    2   |   2   |   3   |   4   |   4   |
   | Enhancement Process           |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                           IBM INTERNAL SKILLS                          |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply IBM Brand        |    2   |   2   |   3   |   4   |   4   |
   | Business Management System    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Business Strategy |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand the IBM Brand      |    2   |   2   |   3   |   4   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand/Anticipate/Respond |    3   |   3   |   4   |   4   |   5   |
   | - Competitive Trends          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Articulate IBM                |    2   |   3   |   3   |   4   |   4   |
   | Offerings/Technology          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | IBM Formal & Informal Network |    2   |   2   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Work in Cross-Functional      |    2   |   3   |   3   |   3   |   4   |
   | Teams                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM Global         |    2   |   2   |   3   |   4   |   5   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Creativity/Breakthru Thinking |    2   |   2   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Interpersonal Communication   |    3   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Negotiation                   |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Problem Solving &             |    2   |   3   |   3   |   4   |   5   |
   | Decision-Making               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Basic Financial         |    2   |   2   |   3   |   4   |  User |
   | Concepts                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Project Management      |    2   |   2   |   3   |   4   |   4   |
   | Techniques                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Self-Directed Learning        |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Distribution      |    3   |   3   |   3   |   4   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Channel Businesses       |    3   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Risk Awareness/Taking         |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Customer Satisfaction  |    2   |   3   |   4   |   4   |   4   |
   | & Loyalty                     |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Global Business    |    2   |   3   |   3   |   4   |   5   |
   | Partner                       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Distribution/End-User |    2   |   3   |   3   |   4   |  User |
   | Coverage Strategy             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Client Issue ID               |    3   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Customer Relationship |    2   |   3   |   3   |   4   |  User |
   | Coverage Plan                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Resource & Skill      |    2   |   2   |   3   |   4   |   4   |
   | Plans                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Terms Strategy        |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Business Partner Conduct      |    3   |   3   |   4   |   4   |   4   |
   | Guidelines                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                      FACE-TO-FACE SPECIALTY SKILLS                     |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Face-to-Face Channel  |    2   |   2   |   3   |   4   |   4   |
   | Strategies & Plans            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM's Face-to-Face       |    3   |   3   |   3   |   4   |   5   |
   | Channel Customer Sets         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Communicate Segment Strategy  |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Why Customers Buy From   |    3   |   3   |   4   |   4   |   4   |
   | Different Channels            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Determine Customer/Market     |    2   |   3   |   3   |   4   |   4   |
   | Needs                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                    BUSINESS PARTNER SPECIALTY SKILLS                   |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Business Partner      |    2   |   3   |   4   |   5   |   4   |
   | Channel Strats/Plans          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM's Business Partner   |    3   |   3   |   4   |   5   |   4   |
   | Customer Sets                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Client Strategy & Planning    |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Communicate Segment Strategy  |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Business Partner/End-User/IBM |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Business Partner      |    2   |   3   |   4   |   5   |   4   |
   | Executive Communication       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM Business       |    3   |   3   |   4   |   5   |   4   |
   | Partner Programs              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM Distrb Channels BP   |    2   |   3   |   4   |   5   |   5   |
   | Distributor Segment           |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM Distrb Channels BP   |    2   |   3   |   4   |   5   |   5   |
   | Product Agent Segment         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM Distrb Channels BP   |    2   |   3   |   4   |   5   |   5   |
   | Reseller Segment              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM Distrb Channels BP   |    2   |   3   |   4   |   5   |   5   |
   | Sales Agent Segment           |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM Distrb Channels BP   |    2   |   3   |   4   |   5   |   5   |
   | Solution Provider Seg         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM Distrb Channels BP   |    2   |   3   |   4   |   5   |   5   |
   | Sys Integrator Segment        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Independent SW Vendor    |    2   |   3   |   4   |   5   |   5   |
   | Segment                       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                     TELE MARKETING SPECIALTY SKILLS                    |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Tele Marketing        |    2   |   2   |   3   |   4   |   4   |
   | Channel Strategies & Plans    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM's Tele Marketing     |    3   |   3   |   3   |   4   |   5   |
   | Channel Customer Sets         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Communicate Segment Strategy  |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Why Customers Buy From   |    3   |   3   |   4   |   4   |   4   |
   | Different Channels            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                  ELECTRONIC MARKETING SPECIALTY SKILLS                 |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Electronic Channel    |    2   |   3   |   4   |   4   |   4   |
   | Strategies & Plans            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM's Electronic Channel |    3   |   3   |   4   |   5   |   4   |
   | Customer Sets                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Internet           |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Internet/Intranet  |    3   |   3   |   3   |   5   |   4   |
   | Market                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Internet/Intranet  |    2   |   2   |   3   |   4   |   4   |
   | Targets                       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Internet Service         |    3   |   3   |   4   |   5   |   4   |
   | Providers                     |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                     OEM MARKETING SPECIALTY SKILLS                     |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop OEM Channel           |    2   |   2   |   4   |   5   |   4   |
   | Strategies & Plans            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know IBM's OEM Customer Set   |    3   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Support Integration of IBM    |    3   |   3   |   3   |   4   |   4   |
   | Offrgs/Solns in OEMs          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand OEM Market Place   |    2   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM OEM Contract   |    3   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Integrated       |    2   |   2   |   3   |   4   |   4   |
   | Product Development Proc      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                    HYBRID MARKETING SPECIALTY SKILLS                   |
   |_______________________________ ________ _______ _______ _______ _______|
   | Build Distribution Plan       |    2   |   3   |   4   |   5   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Offering           |    3   |   3   |   4   |   5   |   4   |
   | Distribution Life Cycle       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Marketplace Financial |    2   |   3   |   3   |   3   |   3   |
   | Assessment                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Determine Customer/Market     |    3   |   3   |   4   |   4   |   4   |
   | Needes                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Why Customers Buy From   |    3   |   3   |   4   |   4   |   4   |
   | Different Channels            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Determine Marketing Resources |    3   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Execute Segment Study         |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Use Routes-To-Market   |    2   |   3   |   3   |   5   |   5   |
   | Tools/Methodologies           |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                      FULFILLMENT SPECIALTY SKILLS                      |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Fulfillment           |    2   |   2   |   3   |   4   |   4   |
   | Strategies & Plans            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Customer Fulfillment     |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Global Fulfillment |    2   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Logistics          |    3   |   3   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Order Entry Process      |    3   |   2   |   2   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Supply Chain Flow  |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand J-I-T Delivery     |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Non-traditional    |    2   |   3   |   3   |   4   |   4   |
   | Distribution Channels         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |    3   |   3   |   4   |   4   |   4   |
   | Linkages/Partnership          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|

2.4.8 Professional Development

Education roadmaps will be provided at a later date.

2.4.9 Distribution Channels Marketing Position Descriptions

Subtopics:

2.4.9.1 Position Title: Associate Distribution Channels Marketing Specialist

Position Summary and Responsibilities:

Works on activities and projects that support the implementation of the "go-to-market" plans for an assigned specialty (e.g., Face-to-Face, Business Partner, Electronic, Tele, OEM) in a brand unit and/or business unit. Distribution Channels strategies and plans are defined by management or senior professionals, and generally fall within established guidelines and procedures. Assists with the implementation of distribution channels management controls and techniques as defined by management for an assigned specialty. Gathers distribution channels marketing offerings/solutions requirements from channel sales professionals as defined by higher-level professionals and management. Works, on a limited basis, with other professionals in the marketing function as well as other global functions (e.g., legal, business practices, offering/solution development, communications, etc.) to support channels business consistent with corporate and brand unit and/or business unit standards for an assigned specialty.

Skills

Environment:
Applies basic professional knowledge of distribution channels and the marketing function to the attainment of business objectives for assigned areas.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Understands and assists with the resolution of distribution channels marketing issues.
Assists with research of distribution alternatives as part of a Routes-to-Market (RTM) team. Is able to articulate, at a basic level, various approaches.
Assists team members and others from functional and/or other professional areas to negotiate channel marketing support and/or offerings/solutions requirements.
Assists in the development of channels offerings/solutions requirements which are communicated to offerings/solutions development and fulfillment.
Problem Solving:
Recognizes problems, related to assignments in the distribution channels marketing function and recommends alternatives.
Analyzes basic processes and challenges proposed offerings/solutions to reach optimum marketplace results.
Analyzes distribution channels marketing problems using existing techniques and tools.

Contribution and Leadership

Assists higher-level professionals on special projects related to functional objectives.
Sets own priorities for work assignments and seeks advice from other professionals as needed.
Understands department/function mission and applies this understanding to assigned areas of responsibility.
Provides basic technical advice to less knowledgeable team members for assigned specialty.

Impact on Business/Scope

Is held accountable for the quality and timeliness of completed assignments.
Participates, on a limited basis, with department program planning.
Understands the need for activities that contribute to business results and customer satisfaction and are subject to business measurements for assigned specialty.
Activities have limited effect on costs and expenses to the organization as distribution plans are implemented.

2.4.9.2 Position Title: Associate Distribution Channels Marketing Specialist (advanced)

Position Summary and Responsibilities:

Professionals and/or managers implement the "go-to-market" plans for an assigned specialty (e.g., Face-to-Face, Business Partner, Electronic, Tele, OEM) in a brand unit and/or business unit. Distribution Channels strategies and plans are typically defined by management or senior professionals, but approaches and activities used to achieve distribution channels marketing readiness and effectiveness for an assigned specialty are left to the professional/manager to define and negotiate. Works on marketing programs as assigned. Implements distribution channels management controls and techniques as defined by management for an assigned specialty. Gathers distribution channels marketing offerings/solutions requirements from channel sales professionals and submits to other discipline professionals and/or managers. Works with other professionals in the marketing function as well as other global functions (e.g., legal, business practices, offering/solution development, communications, etc.) to conduct channels business consistent with corporate and brand unit and/or business unit standards for an assigned area.

Skills

Environment:
Applies professional knowledge of distribution channels and the marketing function to the attainment of business objectives for assigned areas.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Engaged independently on distribution channels marketing issues. Identifies new approaches and negotiates resolutions with appropriate organizations.
Occasionally researches distribution alternatives as part of a Routes-to-Market (RTM) team. Is able to articulate various approaches.
Works with team members and others from functional and/or other professional areas to negotiate channel marketing support and/or offerings/solutions requirements.
Creates distribution channels awareness with discipline management to promote a broader portfolio of IBM offerings/solutions in assigned specialty.
Gathers and communicates channels offerings/solutions requirements to offerings/solutions development and fulfillment.
Problem Solving:
Recognizes problems related to the distribution channels marketing function and proposes offerings/solutions.
Analyzes processes and challenges proposed offerings/solutions to reach optimum marketplace results.
Applies creativity and judgment in creating distribution channels marketing support programs and deliverables.

Contribution and Leadership

Works on special projects related to functional objectives.
Generally controls own work priorities within related channels marketing projects. May lead small teams on project assignments.
Understands department/function mission and applies this understanding to assigned areas of responsibility.
Provides on-going channel advice to discipline team members throughout the offering/solution life-cycle, for assigned specialty.
Managers will discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for achieving individual results on projects and for the impact of results on multi-functional team activities.
Participates in department program planning.
Supports activities that contribute to business results and customer satisfaction and are subject to business measurements for assigned specialty.
Activities have immediate effect on costs and expenses to the organization as distribution plans are implemented.

2.4.9.3 Position Title: Distribution Channels Marketing Specialist

Position Summary and Responsibilities:

Professionals and/or managers develops the "go-to-market" plans with management and senior professionals for a number of assigned specialties (e.g., Face-to-Face, Business Partner, Electronic, Tele, OEM) in a brand unit and/or business unit. Implements these plans by developing distribution channels marketing support programs and deliverables and ensuring distribution channels marketing readiness for assigned specialties. Selects and implements appropriate channel management controls and techniques to ensure success for assigned specialties. Defines distribution channels marketing offering/solution requirements for assigned specialties. Establishes linkages with a variety of functions (e.g., legal, business practices, offering/solution development, communications, etc.) to ensure channels business is conducted consistent with corporate and brand unit and/or business unit standards for assigned area.

Skills

Environment:
Applies advanced professional knowledge of distribution channels marketing and related marketing functions for the attainment of brand unit and/or business unit objectives.
Demonstrates the skill proficiencies for this position.
Commmunictions/Negotiation:
Articulates the overall distribution channels marketing strategy for the brand unit and/or business unit.
Researches complex distribution alternatives as a part of a Route-to-Market's (RTM) team. Is able to articulate conclusions.
Works effectively with team members, including professionals from other functional areas to negotiate distribution channel offering/solution requirements and/or channel marketing support.
Creates distribution channels awareness and provides advice and counsel to management in order to promote a broader portfolio of IBM offerings/solutions for assigned specialties.
Problem Solving:
Recognizes and articulates complex problems related to the distribution channels marketing function and proposed project driven solutions being developed.
Analyzes channel issues and implements solutions involving marketing staffs, offering/solution development, business practices, etc., for optimum marketplace results.
Applies a high level of creativity and judgment in creating channels marketing support programs and deliverables.

Contribution/Leadership

Understands department/function mission and applies this understanding to related activities.
Directly influences other professionals in offering/solution planning, fulfillment and development.
Provides on-going business guidance to organization team members throughout the offering/solution life-cycle.
Manages and motivates team members and leads project teams.
Manages the life cycle of an offering/solution within distribution channels and re-evaluates the channels' strategy when the offering/solution moves from a growth to mature state.
Managers will discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for achieving results of projects involving multi-functional teams and/or departments.
Regularly participates in overall functional planning. Identifies, estimates and presents cost exposures for proposed solutions.
Applies awareness of competitive offerings/solutions and position in market to planning and strategy development activity.
Marketing activities directly contribute to business results, customer satisfaction and are subject to business measurements.
Activities impact project/function costs and expenses as Routes-to-Market are implemented.

2.4.9.4 Position Title: Distribution Channels Marketing Specialist (advanced)

Position Summary and Responsibilities:

Professionals and/or managers manages the creation and implementation of the "go-to-market" plans for multiple specialties (e.g., Face-to-Face, Business Partner, Electronic, Tele, OEM) for a major brand unit and/or business unit or geography. Recognized as an expert in distribution marketing, leads the creation of distribution channels marketing support programs and deliverables for multiple specialties. Oversees the implementation of distribution plans for multiple specialties and develops strategies to ensure distribution channels marketing readiness for a major brand unit and/or business unit or geography. Develops and implements distribution channels management controls and techniques to ensure success for multiple specialties. Participates in complex negotiations with a variety of functions, (e.g., legal, business practices, offering/solution development teams, communications, etc.) to ensure channels business is conducted consistent with corporate and brand unit and/or business unit standards for multiple specialties and/or areas.

Skills

Environment:
Applies expert knowledge of distribution channels marketing disciplines and processes as they relate to IBM's strategic marketing functions brand unit and/or business unit and/or geography distribution objectives.
Understands IBM's organizational resources, priorities, needs and policies as well as brand unit and/or business unit strategies.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Compares "go-to-market" strategies and plans to competition to identify strengths, exposures and conflicts and takes appropriate action for improvement.
Creates distribution channels awareness with brand unit and/or business unit management to promote a broader offering/solution representation in multiple channels.
Negotiates offering/solution requirements with development and manufacturing teams for assigned areas of responsibility.
Leads and negotiates the development of channel marketing support program deliverables.
Problem Solving:
Anticipates potential channel related problems. Utilizes problem management tools to identify potential business risk, evaluates risk factors and resolves the problems.
Analyzes future trends and analyzes competitive situations and assesses these opportunities for impact and distribution channel alternatives.

Contribution/Leadership

Leads and guides the efforts of cross-functional teams in gaining consensus for "go to market" plans for assigned areas of responsibility.
Exhibits strategic vision of functional or unit mission and applies this vision to assignments.
Influences people and organizations, including executive management, when issues are complex or difficult, requiring considerable diplomacy. Is respected and recognized as an expert in the Distribution Channels Marketing discipline.
Leads multi-functional teams on initiatives in new and complex areas.
Managers will discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for complex projects including multi-functional, country-wide or geographically dispersed teams and is responsible for overall program success.
Is responsible for major components in functional planning with executive review.
Activities are subject to business measurement, are directly related to customer satisfaction and drive follow-on business through major or primary distribution channels.
Identifies, estimates and resolves channel cost issues and implements management controls for multiple channels.
Activities impact the marketing function, brand unit and/or business unit or country costs and expense for multiple channels

2.4.9.5 Position Title: Senior Distribution Channels Marketing Specialist

Position Summary and Responsibilities:

Professionals and/or managers are responsible for the overall design, creation and implementation of the "go-to-market" plans for the total set of IBM's offerings/solutions within an assigned area at the geography or international level. Relied on as the expert in distribution channels marketing within the marketing profession and other brand unit and/or business unit professionals. Leads the creation of distribution channel marketing strategies for multiple, very complex and strategically important projects/assignments associated with meeting corporate, geography or major brand unit and/or business unit objectives. Responsible for the overall implementation of distribution plans and channel readiness at the geography or international level. Influences executive management within Marketing Management and other functions regarding requirements for new or improved offerings/solutions. Evaluates skill base of department members by ensuring their high degree of involvement in functional activities. Leads complex negotiations with a variety of functions (e.g., legal, business practices, offering/solution development, communications, etc.) to ensure channels business is conducted consistent with corporate and brand unit and/or business unit standards at the geographic or international level.

Skills

Environment:
Applies professional expertise to define and lead the development of offerings/solutions in leading edge or critical situations, on projects of strategic importance to brand unit and/or business unit, country or corporate objectives. Demonstrates professional mastery of distribution channels marketing.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Engages in teamwork at the highest management and professional levels of IBM.
Plans and conducts negotiations which result in strategic agreements and commitments among various IBM organizations (i.e., offering/solution development teams, brand unit and/or business unit management, etc.).
Leads communications efforts to build awareness of distribution channels role in expanding marketing effectiveness.
Problem Solving:
Anticipates future customer, market and business trends. Applies this understanding to develop a strategic vision which influences brand units and/or business units.
With executive review, develops and implements offering/solution, market, business or technology strategies. Applies marketing skills to thoroughly evaluate offering/solution and viability in the market.

Contribution and Leadership

Articulates vision of long-term IBM marketing, business and technology directions which guides distribution channels.
Recognized as the expert and leader by other members of the marketing profession, related functions and multi-country organizations within IBM.
Leads project teams for brand units and/or business units, country or global teams.
Engages team members in development activity to build and establish required skills within the marketing organization. Acts as mentor to team members to ensure maximum performance of the marketing profession.
Leads, manages and guides the creation of distribution channel marketing support programs and deliverables.
Managers will discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for brand unit and/or business unit, major country or international projects and programs.
Develops and implements distribution channels marketing business strategies with executive management review and concurrence.
Responsible for committing multiple resources (internal and external) and achieving customer satisfaction, cost, expense, revenue and all other geographic/international/corporate business measurements.
Responsible for achieving quality output and value add for highly visible channel marketing activity and offering/solution flow.

2.4.10 Distribution Channels Marketing Specialty Descriptions

Subtopics:

2.4.10.1 Specialty Title: Face-to-Face Marketing

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty direct customer programs to a successful conclusion in the ISU's and in General Business. Initiates new marketing programs, provides financial justifications, and develop practical implementation plans. Establishes the business plan and forecasts for the coordination of systems technical support/marketing efforts.

Responsibilities:

Defines and develops face-to-face channels strategies and processes that support the distribution channels strategy framework.
Ensures face-to-face channels design and management activities support brand unit and/or business unit or offering/solution strategy and implement recommendations which facilitate complementary strategies.
Establishes and maintains marketing programs designed to prevent competitive losses.
Is responsible to acquire and demonstrate basic knowledge of offering(s)/solution(s) and industry applications.
Understands and uses available IBM resources including complementary and alternative marketing channels.
Understands and negotiates terms and conditions appropriate to channels needs and requirements.
Develops, documents and communicates schedules, business plans, issues and results to distribution channels and brand unit and/or business unit management.
Develops, designs and implements face-to-face channels requirements and processes.
Identifies successful programs and communicates to other brand unit and/or business unit or channels management for implementation.

2.4.10.2 Specialty Title: Business Partner

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty design and develop business partner programs in order to drive revenue, profit and market share for IBM and its Business Partners. Redesigns channels marketing programs and processes to provide added value and to optimize the effectiveness of the Business Partner.

Responsibilities:

Develops, designs and implements processes to gather business partner channels requirements.
Defines and develops business partner channels strategies and processes that support the distribution channels strategy framework.
Ensures business partner channels design and management activities support brand unit and/or business unit offering/solution strategy and implement recommendations which facilitate complementary strategies.
Works with geographic brand unit and/or business unit and channels teams to ensure channels design and management activities support the field structure and implement recommendations which facilitate complementary strategies using the Routes-To-Market process.
Identifies successful programs and communicates to other brand unit and/or business unit or channels management for implementation.
Develops, documents and communicates schedules, business plans, issues and results to channels and field management and business partners.
Uses Market Driven Quality principles in the development and assessment of all projects by identifying the customer and their requirements, creating a closed loop process that shows continual improvement and reporting results on a regular basis.

2.4.10.3 Specialty Title: Tele Marketing

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty are responsible for developing tele marketing opportunities which are a result of distribution plans and strategies.

Responsibilities:

Identifies opportunities, risks, resources, and offerings/solutions required to grow the tele marketing distribution channels marketing.
Ensures tele marketing channels design and management activities support brand and/or business unit or offering/solution strategy and implement recommendations which facilitate complementary strategies.
Develops, documents and communicates schedules, business plans, issues and results to distribution channels and brand unit and/or business unit management.
Identifies unique methods to deliver offerings within tele marketing distribution channels.
Communicates tele marketing channels trends and directions to distribution channels marketing and brand unit and/or business unit management.
Gathers and analyzes tele marketing channels and/or offerings/solutions requirements and communicate those requirements to distribution channels marketing and brand unit and/or business unit management.
Designs and executes marketing campaigns anticipating customer demand, which creates customer preference for brand unit and/or business unit offerings/solutions over competitive alternatives.
Understands tele marketing technology, trends and directions and is capable of anticipating their impact on strategies and programs.

2.4.10.4 Specialty Title: Electronic Marketing

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty design and develop channels programs in order to drive revenue profit and market participation for electronic distribution channels marketing. Redesigns channels marketing programs and processes to optimize the effectiveness of the electronic distribution channel.

Responsibilities:

Defines and develops electronic distribution channels strategies and processes that support the distribution channels strategy framework.
Develops, designs and implements electronic channels requirements and processes.
Identifies successful programs and communicates to other brand unit and/or business unit or channels management for implementation.
Ensures electronic channels design and management activities support brand unit/business unit or offering/solution strategy and implement recommendations which facilitate complementary strategies.
Develops, documents and communicates schedules, business plans, issues and results to distribution channels and brand unit/business unit management.
Uses Market Driven Quality principles in the development and assessment of all projects by identifying the customer and their requirements, creating a closed loop process that shows continual improvement and reporting results on a regular basis.
Understands electronic technology, trends and directions and is capable of anticipating their impact on strategies and programs.

2.4.10.5 Specialty Title: OEM Marketing

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty are responsible for developing OEM marketing opportunities, which requires a potential OEM channels business to be fully analyzed and understood, e.g., offering/solution, positioning, forecast, long/short-term strategies, and programs. Responsible for technical depth for the OEM offering/solution, for creating and marketing OEM offerings/solutions and for efficient and accurate backlog management.

Responsibilities:

Identifies opportunities, risks, resources, and solutions required to grow the OEM distribution channels marketing.
Ensures OEM channels design and management activities support brand unit and/or business unit or offering/solution strategy and implement recommendations which facilitate complementary strategies.
Develops, documents and communicates schedules, business plans, issues and results to distribution channels and brand unit and/or business unit management.
Identifies unique methods to deliver offerings/solutions within OEM distribution channels.
Develops appropriate strategies for communicating new developments or announcements to OEM channels members, distribution channels marketing and brand unit and/or business unit management.
Communicates OEM channels trends and directions to distribution channels marketing and brand unit and/or business unit management.
Gathers and analyzes OEM channels and/or offerings/solutions requirements and communicates those requirements to distribution channels marketing and brand unit and/or business unit management.
Designs and executes marketing campaigns anticipating customer demand, which creates customer preference for brand unit and/or business unit offerings/solutions over competitive alternatives.

2.4.10.6 Specialty Title: Hybrid Marketing

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty create distribution plans. Based on an understanding of customers buying behavior determine the optimal routes to market to optimize coverage, profit and customer and business partner satisfaction. Routes to Market tools/methodologies are used to develop plans that are tailored to the individual requirements and/or opportunities of any specific brand unit/business unit, offering/solution or customer set.

Responsibilities:

Leads the creation of distribution plans for brand unit and/or business unit offerings /solutions.
Ensures marketing profession disciplines (i.e., Market Intelligence, Technical Support, Marketing Communications and Direct Marketing) consensus for and commitment to a distribution plan.
Leverage channels and support resources to optimize distribution plan.
Optimizes selling expense against marketing coverage.
Maintains RTM tools/methodologies with regular database updates
Responsible for planning and scheduling GTM reassessments.

2.4.10.7 Specialty Title: Fulfillment Strategy

Specialty Summary:

Individuals working in this Distribution Channels Marketing specialty must understand and participate in the Routes To Market process; understand fulfillment processes unique to offering/solution, channels and/or geography; leverage the fulfillment system/process to IBM's competitive advantage. This individual provides the fundamental linkage between marketing management, manufacturing, and sales and services.

Responsibilities:

Participates in distribution plan development and implementation, to ensure the fulfillment requirements are integrated into overall distribution plans.
Understands the fundamentals of the fulfillment process, (e.g., terms and conditions, order entry, logistics, lead times, delivery, accounts receivable, etc.), to support geography requirements.
Understands and creates channels distribution fulfillment requirements (e.g., order entry, order turnaround, order cycle, invoicing quality, etc.). Functions as contact point for and interface to manufacturing and global fulfillment.
Coordinates the supply/demand process with manufacturing and sales, and between channels.
Understands and works with (utilizes) the offering/solution development and the manufacturing process, which includes the marketing related aspects of logistics management, offering/solution supply, and availability.
Understands how to leverage the fulfillment system (e.g., communicate unique channels requirements to manufacturing, just-in-time delivery, etc.) to IBM' s competitive advantage.
Understands the SAP system and process.

2.5 Chapter 8. Technical Support Marketing Profession Discipline

Subtopics:

2.5.1 Technical Support Marketing Profession Discipline Overview

Technical Support Marketing is one of six profession disciplines within the Marketing Professional Career (see "Professional Career Structure" in topic 2.1.2), and plays a key role in the marketing mix of elements. Analysis has shown that technical support is one of the most critical and influential factors affecting customer buying decisions - whether they buy a company's goods and services directly from the vendor or from another solution provider. The kind and quality of technical support provided, before and after a purchase, and the resulting satisfaction of the customer and/or business partner with the service and support provided is a deciding factor in whether or not an established customer will purchase again in the future and remain loyal.

When we refer to "technical support," we mean the pre- through post-sales support provided to a customer or business partner, including the offering/solution services, to ensure that the offering or solution meets a customer's needs and solves their business problem(s). Technical Support Marketing, as a key element of the Brand Business Management System, should ensure that an offering/solution can be successfully installed in a customer's environment and adopted quickly and easily by the end-users. This includes ensuring that the offering/solution can be easily integrated with other IBM and non-IBM offerings/solutions.

Technical Support Marketing specialists develop global technical support strategies and plans for an offering/solution, and ensure that they are enabled and executed. To accomplish this, they must understand IBM, brand unit and/or business unit objectives, strategies and offerings/solutions, and their respective technical support strategies, as well as those of their competitors. They must also understand, from the customer's point of view, the key requirements for technical support and services for each market segment they are targeting. This is followed by the definition of the technical support and services offerings and solutions necessary to meet these requirements, deliver the brand "promise of value" and/or business unit value proposition, and attain a competitive advantage. In light of this, Technical Support Marketing is a critical member of the IPD or solution planning process, from concept through delivery to sunset of the offering/solution.

Technical Support Marketing specialists define and ensure that the right technical sales support skilled resources, programs, and education and training are in place; this includes assessing the readiness of the channels to sell and support the offering/solution. They ensure appropriate support of these technical sales resources, so that the right offering or solution is sold to the customer. They also ensure that quality and serviceability are built into the offering/solution, and that the appropriate HW maintenance and/or SW defect and usage support is easily available. In addition, they ensure that the customer or business partner can get quick access to skilled resources to resolve any problems that may arise during implementation and usage of the offering/solution. To assure easy installation, they also determine that the appropriate services offerings/solutions are available and that the necessary resources are defined, trained and available to deliver these services.

These specialists link and team with the geographies, sales, services, development and other marketing teams to ensure execution of the strategies and programs. They measure the satisfaction with technical support and take corrective actions or differentiating actions, as required. In addition, they ensure that financial objectives are met.

Technical support has been a key differentiator for the IBM Company. With the appropriate implementation of the Technical Support Marketing profession discipline, technical support will provide an even stronger, IBM, brand unit and/or business "promise of value."

2.5.2 Profession Discipline Structure

The Marketing Profession uses three titles for the five professional positions. The prefix "Associate" is used for the lowest of these positions. No prefix is used for the middle two positions and the prefix "Senior" is used for the highest position. All five positions do not occurr in all of the Marketing Profession disciplines.

The following positions are defined within the Technical Support Marketing profession discipline:

Associate Technical Support Marketing Specialist
Associate Technical Support Marketing Specialist (advanced)
Technical Support Marketing Specialist
Technical Support Marketing Specialist (advanced)
Senior Technical Support Marketing Specialist

This profession discipline is comprised of three specialties, as follows:

Technical Sales Support -- An individual working in this specialty develops strategies and ensures enablement for the technical sales and installation support that is required for an offering or solution. This includes, in general, the non-fee support associated with the offering/solution related to technical sales and installation assistance. The objective is a satisfied and loyal customer at the conclusion of the installation activity.
HW/SW Service(s) -- An individual working in this specialty develops strategies for, and ensures enablement of the hardware and/or software service(s) required to support the customer over the life cycle of an offering or solution and to provide IBM and brand unit and/or business unit differentiation. This profession discipline specialty typically focuses on hardware maintenance and software service(s) related to defect and usage.
Product Enabling Services -- An individual working in this specialty defines and ensures the development and availability of the skilled resources and Product Enabling Services offerings/solutions (e.g., "Smooth Start," migration and assistance, etc.) needed to drive placement of offerings and solutions. Generally, these services are fee-based and locally delivered by channels (IBM and business partners), and assist the customer in enabling and exploiting hardware and/or software offerings and solutions.

Each individual in this profession discipline is expected to perform in at least one of these specialties, depending on the size and scope of the organization, responsibilities, and job position. Individuals in higher positions are expected to perform in multiple specialties, or for more than one brand unit and/or business unit, or to implement global cross-brand unit and/or business unit strategies.

In addition, individuals assigned to one of the Marketing Profession roles will add to their skills profile the skills template for that role (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills).

2.5.3 Characteristics of the Profession Discipline

Technical Support Marketing professionals have the following characteristics:

Establish and maintain strong linkages with other elements of the marketing mix (i.e., offering, terms, distribution channels, support/skills, fulfillment and image) as well as with other functions (e.g., market intelligence, marketing communications, development, sales and services, etc.), to ensure synergy and consistency of plans worldwide and present a single IBM image.
Develop global strategies and plans for brand unit and/or business unit offerings/solutions which cover one or more specialties within Technical Support Marketing (Technical Sales, HW & SW Service(s), Product Enabling Services), align with brand unit and/or business unit strategies, meet IBM and brand unit and/or business unit financial targets and deliver the brand "promise of value" and/or business unit value proposition for technical support and services. These plans must, to the greatest extent possible, be consistent across brand units and/or business units and present a single IBM image.
Pro-actively ensure that global technical support and services strategies and plans are successfully executed (e.g., technical support and services channels are identified and in place, training and support materials are developed and delivered, infrastructure dependencies are satisfied, etc.)
Aggressively monitor and measure the execution of global technical support and services plans and programs (e.g., determines how well they meet targets, deliver the brand "promise of value" and/or business unit value proposition for technical support and services, build customer and business partner loyalty, etc.), and provide feedback to the brand unit and/or business unit team, and takes corrective actions, as needed.

2.5.4 Potential Candidates

Professionals or managers in sales and services organizations today with the appropriate skills and experience (e.g., technical support, marketing, technical sales, project management, etc.) are potential candidates for the Technical Support Marketing profession discipline. These include I/T Specialists, I/T Architects, I/T Availability Services Specialists, Sales Specialists, Project Managers and others, (and managers of these professionals). Candidates may also be drawn from technical support or planning functions within the marketing and development organizations, in particular Engineering and Software Engineering. Program Managers from HQ or other staff functions and professional hires may also be considered, if they have the requisite technical and marketing skills. Since the Technical Support Marketing profession discipline spans four positions from Associate through Senior positions, opportunities exist for multiple entry points into the profession discipline, assuming that the skill proficiency levels are achieved and other requirements are satisfied.

Figure 8-1 illustrates the the possibilities for movement to and from the Technical Support Marketing Profession Discipline.

Figure 8-1. Technical Support Marketing Profession Discipline Career Possibilities

2.5.5 Career Growth

Technical Support Marketing specialists can occupy positions from Associate Technical Support Marketing Specialist through Senior Technical Support Marketing Specialist in any of the three specialties. The difference between the ascending levels is a function of increasing skill, capability, experience and responsibility, which are reflected in the extent of an individual's demonstrated leadership, contributions, and impact on the business. Individuals in the higher professional positions will be expected to support more than one specialty, or more than one brand unit and/or business unit, or to develop global strategies that cross brand units and/or business units.

Growth in this profession discipline can be achieved through the acquisition of skills and experiences that enable an individual to work in multiple specialty areas and/or span multiple brand units and/or business units. Professionals can rise to positions comparable to executive management, and career path movement can occur in accordance with planned steps into, and through other professions.

2.5.6 Performance Elements

Technical Support Marketing specialists from all three specialties are measured on a number of factors including: building customer and business partner satisfaction and loyalty; developing strategies, plans and programs which are comprehensive, executable/adaptable worldwide, simple for the customer to understand, acquire and use, and easy for the support delivery channels to implement; establishing and maintaining effective communication linkages with field sales and services organizations, business partners, development, vendors, etc. which result in the development and execution of successful technical support and services plans and programs; ensuring synergy with other elements of the marketing mix; developing new/enhanced technical support and services approaches and offerings/solutions; achieving brand unit and/or business unit financial targets.

2.5.7 Technical Support Marketing Profession Discipline Skills Profile

The skills required of a Technical Support Marketing professional are as follows:

General Marketing Skills - required of all individuals in any Marketing Profession discipline
IBM Internal Skills - required of all individuals in any Marketing Profession discipline
Technical Support Marketing Discipline-Specific Skills - required of all individuals in the Technical Support Marketing profession discipline
Technical Support Marketing Specialty Skills
Marketing Profession Role Skills - for individuals assigned to one of the Marketing Profession roles (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills)

    _______________________________ ________________________________________  
   |                               |  Profession Discipline Positions, with |
   |                               |         Associated Skill Levels        |
   | TECHNICAL SUPPORT MARKETING   |________ _______ _______ _______ _______|
   | PROFESSION DISCIPLINE SKILLS  |  Assoc | Assoc |       |  TSM  |   Sr  |
   |                               |   TSM  |  TSM  |  TSM  |  Spec |  TSM  |
   |                               |  Spec  |  Spec |  Spec | (adv) |  Spec |
   |                               |        | (adv) |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                        GENERAL MARKETING SKILLS                        |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply Marketing        |    2   |   2   |   3   |   3   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Mkt Intelligence |    2   |   2   |   2   |   3   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Customer Reqmts &  |    3   |   3   |   3   |   3   |   4   |
   | Buying Behavior               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Market           |    2   |   2   |   3   |   4   |   4   |
   | Segmentation                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Strategies            |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Plans                 |    2   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Programs              |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Customer Satisfaction |    2   |   3   |   4   |   5   |   5   |
   | & Loyalty Strategy            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Customer Satisfaction  |    2   |   3   |   4   |   5   |   5   |
   | & Loyalty                     |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                           IBM INTERNAL SKILLS                          |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply IBM Brand        |    2   |   3   |   3   |   3   |   4   |
   | Business Management System    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Business Strategy |    2   |   2   |   3   |   3   |   3   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand the IBM Brand      |    2   |   2   |   3   |   3   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand/Anticipate/Respond |    2   |   3   |   3   |   4   |   5   |
   | - Competitive Trends          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Articulate IBM                |    2   |   3   |   4   |   4   |   4   |
   | Offerings/Technologies        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | IBM Formal & Informal Network |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Work in Cross-Functional      |    3   |   3   |   4   |   4   |   5   |
   | Teams                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM Global         |    2   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Creativity/Breakthru Thinking |    2   |   2   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Interpersonal Communication   |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Negotiation                   |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Problem Solving &             |    2   |   3   |   3   |   4   |   4   |
   | Decision-Making               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Basic Financial         |    3   |   3   |   3   |   4   |   4   |
   | Concepts                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Project Management      |    2   |   3   |   4   |   4   |   4   |
   | Techniques                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Self-Directed Learning        |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand WW Skills          |    2   |   2   |   3   |   3   |   3   |
   | Management Process            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Project Track/Report/Deliver  |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Contracted Resource &  |    2   |   3   |   3   |   4   |   4   |
   | Services                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Risk Awareness/Taking         |    2   |   2   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Leadership                    |    2   |   3   |   4   |   5   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Foster Teamwork/Enable Teams  |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Eliminate Barriers/Inhibitors |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Build Shared Commitment       |    2   |   2   |   2   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   |                  PROFESSION DISCIPLINE-SPECIFIC SKILLS                 |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know IBM Global Technical     |    2   |   3   |   3   |   4   |   5   |
   | Support & Services Orgs       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Global Technical   |    2   |   2   |   3   |   4   |   5   |
   | Support Issues                |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know Competitive Technical    |    2   |   3   |   3   |   4   |   4   |
   | Support Offerings/Solns       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Integrated       |    2   |   2   |   3   |   3   |   3   |
   | Product Development Proc      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand & Implement        |    2   |   3   |   3   |   3   |   3   |
   | Solution Assurance Process    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Recommend New Technical       |    2   |   3   |   4   |   4   |   5   |
   | Support Offerings/Solns       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Key Technical Support & |    3   |   3   |   4   |   4   |   5   |
   | Services Reqmts               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                TECHNICAL SALES SUPPORT SPECIALTY SKILLS                |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Technical Sales       |    3   |   3   |   4   |   5   |   5   |
   | Support Programs              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Installation Support  |    3   |   3   |   4   |   5   |   5   |
   | Programs                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Demo Programs         |    3   |   3   |   4   |   5   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Utilize User Groups           |    2   |   3   |   3   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   |                    HW/SW SERVICE(S) SPECIALTY SKILLS                   |
   |_______________________________ ________ _______ _______ _______ _______|
   | Understand & Apply IBM's HW   |    3   |   3   |   3   |   4   |   4   |
   | Service Strategy              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand & Apply IBM's SW   |    3   |   3   |   3   |   4   |   4   |
   | Services Strategy             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Use Root Cause Analysis       |    2   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Address Offering/Solution     |    3   |   3   |   4   |   4   |   5   |
   | Serviceability Reqmts         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Address Customer Sat &        |    3   |   3   |   4   |   5   |   5   |
   | Loyalty Reqmts for Service    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Hardware (HW)      |    2   |   3   |   4   |   4   |   5   |
   | Service T's&C's               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Software (SW)      |    2   |   3   |   4   |   4   |   5   |
   | Services T's&C's              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |               PRODUCT ENABLING SERVICES SPECIALTY SKILLS               |
   |_______________________________ ________ _______ _______ _______ _______|
   | Define New Services           |    2   |   3   |   4   |   4   |   4   |
   | Offerings/Solutions           |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Services Support   |    2   |   2   |   3   |   4   |   4   |
   | Requirements                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Services Business  |    2   |   2   |   3   |   4   |   4   |
   | Management Process            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Services Business     |    2   |   2   |   3   |   4   |   4   |
   | Plan                          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Sample Services SOW   |    2   |   3   |   4   |   4   |   4   |
   | for Proposed Service          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Offerings/Solutions   |    2   |   2   |   3   |   4   |   5   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Offering/Solution  |    2   |   2   |   3   |   4   |   5   |
   | Profitability                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Distribution/End-User |    2   |   2   |   3   |   4   |   4   |
   | Coverage Strategy             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Terms Strategy        |    2   |   2   |   2   |   3   |   4   |
   |_______________________________|________|_______|_______|_______|_______|

2.5.8 Professional Development

Education roadmaps will be provided at a later date.

2.5.9 Technical Support Marketing Position Descriptions

Subtopics:

2.5.9.1 Position Title: Associate Technical Support Marketing Specialist

Position Summary and Responsibilities:

Working within a brand unit and/or business unit, assists with the development of or develops technical support strategies and plans for some non-complex offerings/solutions. Responsibility is typically limited to one specialty within the Technical Support Marketing profession discipline (e.g., Technical Sales Support, HW/SW Service(s), Product Enabling Services, etc.). Interacts with some of the elements of the marketing mix and related functions to ensure consistency of plans and programs worldwide. Assists team in ensuring successful implementation of technical support and services plans and programs within area of responsibility. Monitors and measures the execution of non-complex plans and programs, assists in the analysis of results, and makes recommendations to the brand unit and/or business unit team for corrective actions.

Skills

Environment:
Applies basic professional knowledge of the technical support and services environment to the attainment of business objectives for an assigned area or project.
Demonstrates professional skill proficiency for this position.
Communication/Negotiation:
Works with higher-level professionals on the selection of technical support alternatives, services offerings/solutions and delivery channels, as well as the identification of new approaches for providing technical support and services for offerings and solutions.
As part of team responsibilities, assists with research and makes recommendations for new, non-complex technical support alternatives and related services offerings/solutions.
Negotiates to gather information from other functional and professional areas.
On a limited basis, interacts with other professionals in offering/solution development, brand unit and/or business unit marketing and the technical support community on issues regarding technical support and services.
Problem Solving:
Recognizes problems related to assignments and recommends alternatives for resolving them in line with existing guidelines and procedures.
Analyzes technical support marketing problems using existing techniques and tools.
Analyzes processes and makes recommendations to change or update current procedures with marketing/development staffs for optimum marketplace results.

Contribution/Leadership

Sets own work priorities for assignments within a related marketing/technical support and services project that supports the department's objectives, and seeks advice from other professionals within the department.
Understands department/function mission. Applies this understanding to assigned areas of responsibility.
Provides basic technical advice to less knowledgeable professionals regarding the Technical Support Marketing profession discipline.

Impact on Business/Scope

Is held accountable for the quality and timeliness of assignments.
Assists in identifying for review measurement exposures for non-complex technical support and services plans and programs.
Contributes, on a limited basis, to business and customer and business partner satisfaction and loyalty results, and monitors execution of plans against brand unit and/or business unit objectives.
Activities contribute, on a limited basis, to business results and costs and expenses, as technical support and services programs are implemented.
Assists team with ensuring readiness of the technical support and services delivery channels (e.g., skilled technical support and services channels are identified and in place, training and support materials are developed and delivered, infrastructure dependencies are satisfied, etc.).

2.5.9.2 Position Title: Associate Technical Support Marketing Specialist (advanced)

Position Summary and Responsibilities:

Working within a brand unit and/or business unit, develops technical support strategies and plans for non-complex offerings/solutions, or participates in the development of strategies and plans for more complex and/or global offerings/solutions. Responsibility is typically limited to one specialty within the Technical Support Marketing profession discipline (e.g., Technical Sales Support, HW/SW Service(s), Product Enabling Services, etc.). Interacts with other elements of the marketing mix and related functions to ensure consistency of plans and programs worldwide. Participates with team in ensuring successful implementation of technical support and services plans and programs within area of responsibility. Monitors and measures the execution of plans and programs, assists in the analysis of results, and provides feedback to the brand unit and/or business unit team for corrective actions.

Skills

Environment:
Applies professional knowledge of the technical support and services environment to the attainment of business objectives for an assigned area or project.
Demonstrates professional skill proficiency for this position.
Communication/Negotiation:
Engages independently on the selection of technical support alternatives, services offerings/solutions and delivery channels, as well as the identification of new approaches for providing technical support and services for offerings and solutions.
As part of team responsibilities, researches and recommends new technical support alternatives and related services offerings/solutions.
Negotiates with other team members (direct or virtual), and individuals from other functional and professional areas, to define technical support plans and programs.
Interacts with other professionals in offering/solution development, brand unit and/or business unit marketing and the technical support community on issues regarding technical support and services.
Problem Solving:
Recognizes problems related to the function and to offerings/solutions being developed to support brand unit and/or business unit objectives.
Applies creativity and judgment to defining and/or recommending solutions to marketing and technical support and services issues.
Analyzes processes and challenges current procedures with marketing/development staffs for optimum marketplace results.

Contriburion/Leadership

Works on special projects on topics related to functional objectives.
Controls own work priorities within a related marketing/technical support and services project that supports the department's objectives. May lead small virtual teams on project assignments.
Understands department/function mission. Applies this understanding to related activities.
Provides advice to other professionals regarding the Technical Support Marketing profession discipline or specialty issues throughout the life cycle of an offering or solution.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Accountable for achieving individual results for projects involving cross-functional team activity.
Identifies, estimates and presents for review measurement exposures for technical support and services plans and programs.
Contributes to business and customer and business partner satisfaction and loyalty results, and monitors execution of plans against brand unit and/or business unit objectives.
Activities contribute to business results and costs and expenses, as technical support and services programs are implemented.
Shares responsibility with team for ensuring readiness of the technical support and services delivery channels (e.g., skilled technical support and services channels are identified and in place, training and support materials are developed and delivered, infrastructure dependencies are satisfied, etc.).

2.5.9.3 Position Title: Technical Support Marketing Specialist

Position Summary and Responsibilities:

Working within a brand unit and/or business unit, develops technical support strategies and plans for complex offerings/solutions and/or multiple offerings/solutions. Responsibility may cover more than one specialty within the Technical Support Marketing profession discipline (e.g., Technical Sales Support, HW/SW Service(s), Product Enabling Services, etc.). Understands brand unit and/or business unit objectives and plans and aligns plans and programs with them. Establishes and maintains linkages with other elements of the marketing mix and related functions to ensure that plans and programs are consistent worldwide and present a single IBM image. Ensures successful execution of global and/or geographic strategies and plans. Coordinates team efforts to monitor and measure implementation of plans and programs, analyzes the results, and provides recommendations to the brand unit and/or business unit team for corrective actions.

Skills

Environment:
Applies advanced professional knowledge of technical support and services environment and related marketing activities to the attainment of IBM and brand unit and/or business unit objectives.
Demonstrates professional skill proficiency for this position.
Communication/Negotiation:
Advises and directs other team professionals on the selection of technical support alternatives, related services offerings/solutions and support delivery channels, as well as the identification of new approaches to meet brand unit and/or business unit requirements.
Researches and recommends new technical support alternatives and related services offerings/solutions.
Works effectively with other professionals on a direct or virtual team. Guides, leads and selects team members (from own and other functional and professional areas) to accomplish marketing and technical support and services goals.
Negotiates effectively with team members and management across functions to define goals and to develop technical support and services offerings/solutions.
Problem Solving:
Recognizes and articulates complex problems related to the function and to offerings/solutions being recommended/developed to support brand unit and/or business unit objectives.
Applies creativity and judgment in developing multiple/complex solutions to address marketing and/or technical support issues and objectives.
Analyzes problems and implements solutions involving marketing/development staffs, business practices, etc. for optimum marketplace results.

Contribution/Leadership

Conducts projects on special topics related to functional objectives.
Defines and controls objectives within a related marketing/technical support and services project from a cost, schedule, technical and quality perspective. Leads and guides the efforts of others in these areas.
Understands profession discipline and marketing function mission and applies this understanding to related activities.
Directly influences people outside of department and marketing function by making recommendations that affect their area.
Provides on-going business guidance to team members throughout the life cycle of the offering/solution. Leads projects and is responsible for results. Leads and motivates team members.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Accountable for achieving results of projects involving cross-functional teams.
Regularly participates in overall functional planning. Identifies, estimates and presents business measurement exposures for technical support and services plans and programs.
Activities directly contribute to business and customer and business partner satisfaction and loyalty results. Monitors execution of plans against brand unit and/or business unit objectives and recommends corrective actions.
Activities impact business plan costs and expenses, as technical support and services plans and programs are implemented.
Coordinates activities of team to ensure the readiness of technical support and services delivery channels (e.g., skilled technical support and services channels are identified and in place, training and support materials are developed and delivered, infrastructure dependencies are satisfied, etc.).

2.5.9.4 Position Title: Technical Support Marketing Specialist (advanced)

Position Summary and Responsibilities:

Working within a brand unit and/or business unit, directs the development and implementation of technical support and services strategies and plans for multiple complex offerings/solutions for a major business unit and/or geography. Regarded as an expert in at least one specialty within the Technical Support Marketing profession discipline (e.g., Technical Sales Support, HW/SW Service(s), Product Enabling Services, etc.). Drives the relationship of the Technical Support Marketing team with other elements of the marketing mix, and related functions, and ensures synergy and consistency of plans and programs worldwide and that they present a single IBM image. Responsible for successful deployment of global strategies and plans (all dependencies are satisfied, financial targets met and programs are in place to ensure the readiness of the technical support and services delivery channels). Assesses results of plans and programs against objectives, and drives necessary changes to marketing/services/development plans and programs. This is a leadership position within a geography or major brand unit and/or business unit.

Skills

Environment:
Applies expert knowledge of the technical support and services environment and related marketing activities to the development of global technical support and services strategies, plans and programs that align with IBM and brand unit and/or business unit strategic marketing objectives.
Demonstrates skill proficiency level for this position.
Commuication/Negotiation:
Negotiates plan requirements with executive management in other profession disciplines and other functions to obtain agreement on technical support and services strategies, plans and programs, as well as resource requirements.
Guides other professionals. Acts as a mentor to others in the Technical Support Marketing function. Provides guidance to team members in developing new or complex technical support alternatives and related services offerings/solutions.
Problem solving:
Anticipates potential major business unit/geography technical support issues. Utilizes refined problem-solving skills to identify, eliminate or contain potential business risks when developing and executing technical support and services strategies and plans.
Understands future offering/solution trends. Analyzes competitive offerings/solutions and strategies and assesses them for impact on current/proposed technical support and services plans and programs. Develops innovative offerings/solutions with a global perspective.

Contribution/Leadership

Conducts special projects. Leads team in exploring leading-edge technical support and services alternatives, and guides the efforts of others in understanding and delivering on brand unit and/or business unit objectives.
Demonstrates understanding of profession discipline and marketing function strategic vision/mission and applies this to all activities.
Influences people and organizations, including executive management, when issues are complex or difficult and require considerable diplomacy. Is respected and recognized as an expert in the Technical Support Marketing profession discipline.
Leads cross-functional teams on strategic initiatives in complex and/or emerging areas.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Accountable for complex projects including cross-functional, geographic and/or major business unit teams. Responsible for overall program success.
Responsible for major components in functional planning. Develops technical support and services strategies, plans and programs, with executive review. Identifies, estimates and resolves cost/expense issues associated with brand unit and/or business unit financial objectives, and with the delivery of the brand "promise of value" and/or business unit value proposition.
Activities are subject to business measurement, relate directly to customer and business partner satisfaction and loyalty results and drive follow-on business through delivery of technical support and services for multiple, complex and/or leading-edge offerings/solutions.
Activities impact business measurements for the marketing function in a major business unit or geography.

2.5.9.5 Position Title: Senior Technical Support Marketing Specialist

Position Summary and Responsibilities:

Working within a major business unit or geography, leads the development and deployment of global technical support and services strategies and plans for multiple and complex offerings/solutions for multiple specialties (e.g., Technical Sales Support, HW/SW Service(s), Product Enabling Services etc.); or, spanning multiple brand units and/or business units, leads the development and deployment of global technical support and services strategies and plans for multiple and complex offerings/solutions for one or more specialties. Contributes to policy formulation to align technical support and services offerings/solutions with brand unit and/or business unit strategies, meet IBM and brand unit and/or business unit financial targets and deliver the brand "promise of value" and/or business unit value proposition for technical support and services. Conducts complex negotiations within the Technical Support Marketing function, with other elements of the marketing mix, and related functions, to drive synergy and consistency of plans and programs worldwide and present a single IBM image. Drives successful deployment of global strategies and plans. Anticipates potential problems and drives mid-course corrections with marketing/services/development teams. Develops and sets measurement objectives for technical support and services on a geographic and/or global basis and ensures their attainment. This is a position denoting worldwide leadership within the Technical Support Marketing profession discipline, and typically reports to executive management within a geography or brand unit and/or business unit.

Skills

Environment:
Applies professional expertise to defining and leading the development of programs and technical support and services offerings/solutions in leading-edge or critical situations, and on projects of strategic importance to IBM. Demonstrates professional mastery in the technical support and services environment and related marketing activities.
Demonstrates the skill proficiency level for this position.
Communication/Negotiation:
Leads negotiations with executives and managers from other profession disciplines and other functions to define team goals and approaches for attaining them. Adapts communication techniques to conclude negotiations with various organizations which result in common agreement on technical support strategies, plans and programs. Ensures clear feedback to major business units and/or geographic teams for action items.
Guides other professionals. Acts as a mentor to others in the Technical Support Marketing function. Leads the development of new, complex and/or leading-edge technical support alternatives and related services offerings/solutions.
Problem Solving:
Anticipates future customer requirements, market/channel needs and business trends, as well as potential technical support and services issues within a major business unit or geography. Applies this understanding to developing a strategic vision for technical support and services which influences business area, geography and global objectives..
Develops and implements technical support and services, marketing, and/or brand unit and/or business unit strategies, with executive review.

Contribution/Leadership

Engages in teamwork at the highest management and professional levels of IBM.
Articulates technical support and services vision/mission to address long-term IBM, marketing, business and technology directions, and guides related business area strategies. Ensures the development of needed skills within the profession discipline and the professional growth of all Technical Support Marketing team members.
Recognized as the expert and leader in the Technical Support Marketing profession discipline by other members of the marketing profession, related functions and geographic organizations.
Leads brand unit and/or business unit, geographic, and/or global Technical Support Marketing teams.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Accountable for the success of technical support and services programs within a geography or globally.
Develops and deploys global technical support and services strategies for multiple offerings/solutions and/or for multiple brand units and/or business units, with executive management review and concurrence.
Leads in the development of global technical support and services policies and practices.
Responsible for committing multiple resources, achieving customer and business partner satisfaction, expense, revenue and all other critical business measurements and building customer and business partner loyalty.
Responsible for delivering differentiated technical support and and related services offerings/solutions, achieving quality results and delivering customer value.

2.5.10 Technical Support Marketing Specialty Descriptions

Subtopics:

2.5.10.1 Specialty Title: Technical Sales Support Specialty

Specialty Summary:

An individual working in this Technical Support Marketing specialty develops strategies and ensures enablement for the technical sales and installation support that is required for an offering or solution. This includes, in general, the non-fee support associated with the offerings/solutions related to technical sales and installation assistance. The objective is a satisfied and loyal customer at the conclusion of the installation activity.

Responsibilities:

Works closely with technical sales support organizations that perform direct customer and business partner sales and installation support in geographies to understand requirements for technical sales support in all environments (e.g., face-to-face, voice, electronic, etc.).
- Defines the technical sales support coverage model, skills and resources required to achieve business objectives (IBM and non-IBM channels).
- Influences and provides marketing guidance to all technical sales support delivery channels (e.g., IBM, business partners, Internet, etc.)
- Ensures appropriate education, training and certification testing are developed and available to enable all channels prior to offering/solution availability and throughout the life cycle of the offering/solution.
- Assures availability of technical sales and installation support tools (e.g., configurators, sizing tools, demonstration support, marketing campaign support, etc.) to all sales and technical support channels to drive placement of IBM offerings/solutions.
- Initiates actions to meet "special" technical sales requirements (those needing immediate attention to satisfy sales objectives or customer satisfaction concerns), such as: "critical situations," "hotline" support, solution centers, information dissemination, etc.
Understands customer satisfaction and loyalty measurements for technical sales support and plays a key role in defining actions to generate "best of competition" customer satisfaction and loyalty results.
Understands and addresses the needs of "user groups," such as GUIDE, COMMON, SHARE, in order to increase customer awareness of new offerings/solutions and to transfer skills and knowledge directly to customers.
Ensures deployment of the Solution Assurance Process and development of SAPR guides and tools to facilitate quality engagements resulting in satisfied and loyal customers.
Integrates overall technical sales support requirements into the development process and consolidates all requirements into global technical support strategies and plans.

2.5.10.2 Specialty Title: HW/SW Service(s) Specialty

Specialty Summary:

An individual working in this Technical Support Marketing specialty develops strategies and ensures enablement for the hardware and/or software service(s) required to support the customer over the life cycle of an offering or solution and to provide IBM and brand differentiation. This specialty typically focuses on hardware maintenance and software service(s) related to defect and usage.

Responsibilities:

Understands customer satisfaction and loyalty measurements for HW and SW service(s), assists in performing root cause analysis, and plays a key role in defining actions to generate "best of competition" customer satisfaction and loyalty results.
Ensures that appropriate maintenance, service(s) offerings/solutions and skilled resources are in place to support customer installations over the life cycle of an offering/solution.
Establishes linkages with development, HW and SW service(s) delivery, sales, finance, customers, etc.:
- To ensure that serviceability requirements are defined and driven into offering/solution plans based on customer feedback mechanisms
- To ensure that quality HW and/or SW service(s) are available at "offering/solution availability" (i.e., Early Support Programs or General Availability)
- To play a pivotal role in establishing appropriate entitlements and customer expectations for IBM HW and/or SW service(s) during the development and announcement processes
- To ensure capability of brand units and/or business units, cross-brand units and/or business units, and other Marketing Profession strategies and plans

2.5.10.3 Specialty Title: Product Enabling Services Specialty

Specialty Summary:

An individual working in this Technical Support Marketing specialty defines and ensures the development and availability of the skilled resources and Product Enabling Services offerings/solutions (e.g., "SmoothStart," migration and assistance, etc.) needed to drive placement of offerings and solutions. Generally, these services are fee-based and locally delivered by channels (IBM and business partners) and assist the customer in enabling and exploiting hardware and/or software offerings and solutions.

Responsibilities:

Teams with offering/solution and services development to identify customer, business partner and market requirements, define offering/solution composition and ensure that services are a part of brand unit and/or business unit offerings and solutions and marketing campaigns.
- Architects "best of competition" services which support brand unit and/or business unit strategies and plans.
- Builds the business plan and secures funding for new services offerings/solutions which best meet brand unit and/or business unit financial targets.
- Identifies services delivery channels using Routes to Market methodologies for offerings and solutions.
- Provides critical feedback to brand unit and/or business unit marketing, offering/solution and services development and the support channels to ensure profitability, and customer and business partner satisfaction.
Initiates and oversees development of Product Enabling Services offerings/solutions.
Provides input to the announcement process through the development process.
Ensures readiness of services delivery channels at "availability" (ESP and/or GA) with the required technology, tools, packaged services, sales support mechanisms, skills, education offerings, services perform deliverables, etc.

2.6 Chapter 9. Marketing Communications Profession Discipline

Subtopics:

2.6.1 Marketing Communications Profession Discipline Overview

Marketing Communications is one of six profession disciplines within the Marketing Professional Career (see "Professional Career Structure" in topic 2.1.2) and is an integral part of the successful implementation of the marketing mix of elements. Marketing Communications focuses its efforts on developing strategies, plans and programs for advertising, collateral/sales promotion, business shows, corporate sponsorships, sports marketing, and/or media strategy, planning and buying, in support of corporate, category, brand unit and/or business unit objectives.

Marketing Communications Specialists are responsible for developing integrated marketing communications strategies and programs which are designed to communicate with IBM's current and potential customers, business partners, suppliers, constituents, and the general public in order to create a positive image for IBM, thereby increasing demand and loyalty for IBM offerings and solutions.

In order to successfully develop long-range strategies and plans and execute strategic marketing communications programs, Marketing Communications Specialists must have a comprehensive understanding of IBM's culture, and of IBM as a business, an organization, and an industry leader. Marketing Communications Specialists are adept at examining the environmental factors and cultural variables that influence consumer behavior and buyers' decision-making. They expertly use this information to develop creative and innovative strategies, plans and programs that provide a competitive advantage for the IBM brand and/or the brand unit and/or business unit and positively affect customer behavior, increase awareness and get measurable, actionable results.

Working with marketing managers and marketing communications researchers, they define appropriate communications research methods and use market research tools and techniques to help determine program objectives and desired response. They are skilled at obtaining measurable results for all programs and using results to improve future programs.

Marketing Communications Specialists commit significant financial resources for program implementation and coordinate the efforts of direct and/or virtual teams of internal and external resources at levels which significantly impact budgets and other fiscal activities.

2.6.2 Profession Discipline Structure

The following positions are defined within the Marketing Communications profession discipline:

Associate Marketing Communications Specialist
Associate Marketing Communications Specialist (advanced)
Marketing Communications Specialist
Marketing Communications Specialist (advanced)
Senior Marketing Communications Specialist

The Marketing Communications profession discipline is comprised of five specialties as follows:

Advertising
Collateral/Sales Promotion
Business Shows
Corporate Sponsorships
Sports Marketing
Media Strategy, Planning & Buying

Marketing Communications Specialists are expected to demonstrate expertise in at least one specialty depending on the size and scope of the organization to which they report, and on assigned responsibilities and job position. In addition, individuals assigned to the role of Project Leader or Planner will add to their skills profile the skills template for those role (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills).

2.6.3 Characteristics of the Profession Discipline

Marketing Communications professionals have the following characteristics:

Effective in creating and implementing operationally-detailed plans that best support business objectives.
Knowledgeable about business situations, customer behaviors, wants and needs, marketplace trends and directions, competitive strategies, and customer feedback.
Effective in applying qualitative and quantitative communications research techniques such as focus groups and STARCH Readership reports.
Knowledgeable about the IBM Market Management process and marketing communications processes to be more customer- and market-driven within a strategic marketing communications framework.
Effective in selecting the best tools (e.g., advertising, sponsorships, business shows, etc) from the communications mix that achieve business objectives.
Effective in developing integrated marketing communications plans based on marketplace information and brand unit and/or business unit objectives.
Effective in developing marketing communications strategies and plans.
Skilled in developing creative and innovative marketing communications programs aimed at increasing customer acceptance of IBM offerings and solutions.
Skilled in project management methods and tools.
Strong leadership and teamwork skills.

2.6.4 Potential Candidates

Marketing Communications Specialists may be sourced from current IBM employees with the requisite skills in Marketing Communications and with expertise in at least one of the Marketing Communications specialties. Marketing Communications Specialists may also be sourced from professional hires who have expertise in one or more specialty, or who have expertise in marketing management.

Figure 9-1 illustrates the the possibilities for movement to and from the Marketing Communications Profession Discipline.

Figure 9-1. Marketing Communications Profession Discipline Career Possibilities

2.6.5 Career Growth

Marketing Communications professionals may be assigned positions from Associate Marketing Communications Specialist through Senior Marketing Communications Specialist. The difference between the ascending positions is a function of increasing skill, capability, experience, and responsibility, and is reflected in the extent of an individual's demonstrated leadership, the size and scope of his/her contributions and impact on the business.

2.6.6 Performance Elements

The Marketing Communications Specialist creates awareness for IBM offerings/solutions and enhances the image of IBM, and therefore indirectly contributes to resulting revenue. Marketing Communications professionals help create awareness for IBM offerings/solutions, enhance the image of IBM, the brand unit and/or business unit overall. A marketing communication professional is expected to deliver a high level of satisfaction to IBM, the brand unit and/or business unit, target markets, customers, business partners, and the general public.

2.6.7 Marketing Communications Profession Discipline Skills Profile

The skills required of a Marketing Communications professional are as follows:

General Marketing Skills - required of all individuals in any Marketing Profession discipline
IBM Internal Skills - required of all individuals in any Marketing Profession discipline
Marketing Communications Discipline Specialty Skills
Marketing Profession Role Skills - for individuals assigned to one of the Marketing Profession roles (see "Marketing Professional Career Skills Profile" in topic 2.1.10, for role skills)

    _______________________________ ________________________________________  
   |                               |  Profession Discipline Positions, with |
   |                               |         Associated Skill Levels        |
   |                               |________ _______ _______ _______ _______|
   | MARKETING COMMUNICATIONS      |  Assoc | Assoc |       |  Mktg | Senior|
   | SKILLS                        |  Mktg  |  Mktg |  Mktg |  Comm |  Mktg |
   |                               |  Comm  |  Comm |  Comm |  Spec |  Comm |
   |                               |  Spec  |  Spec |  Spec | (adv) |  Spec |
   |                               |        | (adv) |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                        GENERAL MARKETING SKILLS                        |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply Marketing        |    2   |   3   |   3   |   4   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Mkt Intelligence |    2   |   3   |   3   |   3   |   4   |
   | Concepts & Methods            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Customer Reqmts &  |    2   |   2   |   3   |   3   |   4   |
   | Buying Behaviors              |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Market           |    2   |   2   |   3   |   3   |   3   |
   | Segmentation                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Strategies            |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Plans                 |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Programs              |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Use Persuasive Ideas &        |    3   |   3   |   4   |   4   |   5   |
   | Language                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Use Copywriting Techniques    |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Communicate-Appeal to Target  |    2   |   3   |   4   |   4   |   4   |
   | Audience Values               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Key Message           |    2   |   3   |   3   |   4   |   4   |
   | Strategies                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Select Among Media            |    2   |   3   |   3   |   4   |   4   |
   | Alternatives-Message          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Define Research Projects      |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply IBM Brand Naming |    2   |   3   |   3   |   4   |   4   |
   | Strategies                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                           IBM INTERNAL SKILLS                          |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply IBM Brand        |    2   |   3   |   3   |   3   |   3   |
   | Business Management System    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Business Strategy |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand the IBM Brand      |    2   |   3   |   3   |   4   |   4   |
   | Strategy                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand/Anticipate/Respond |    2   |   3   |   3   |   3   |   3   |
   | - Competitive Trends          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Articulate IBM                |    2   |   3   |   3   |   3   |   4   |
   | Offerings/Technologies        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | IBM Formal & Informal Network |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Work in Cross-Functional      |    2   |   3   |   3   |   4   |   4   |
   | Teams                         |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand IBM Global         |    2   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Creativity/Breakthru Thinking |    2   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Interpersonal Communication   |    3   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Negotiation                   |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Problem Solving & Decision    |    3   |   3   |   4   |   4   |   4   |
   | Making                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Basic Financial         |    2   |   3   |   3   |   4   |   4   |
   | Concepts                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Project Management      |    2   |   3   |   4   |   4   |   4   |
   | Techniques                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Self-Directed Learning        |    2   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand WW CRM Message     |    2   |   3   |   3   |   4   |   4   |
   | Management Process            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Intellectual Capital  |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Business Intellect    |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Explain IBM Communications    |    3   |   3   |   4   |   4   |   4   |
   | Vision/Strategy               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | IBM Vision/Mission/Strategy   |    2   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Plan Projects                 |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Project Track/Report/Deliver  |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Report on Projects            |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Project Risk           |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Contracted Resource &  |    3   |   3   |   4   |   4   |   4   |
   | Services                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Leadership                    |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Foster Teamwork/Enable Teams  |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Risk/Awareness Taking         |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Apply Technologies & Tools    |    2   |   3   |   3   |   3   |   3   |
   |_______________________________|________|_______|_______|_______|_______|
   | Consulting Methods            |    2   |   3   |   4   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Perform Time Management       |    3   |   3   |   3   |   3   |   3   |
   |_______________________________|________|_______|_______|_______|_______|
   |                      ADVERTISING SPECIALTY SKILLS                      |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Advertising Programs  |    2   |   3   |   4   |   5   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   4   |   4   |   4   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |        |       |       |       |       |
   | Advertising/Promotion Agency  |    3   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Creative           |    3   |   3   |   3   |   4   |   4   |
   | Development Concepts          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand 2-Dimensional      |    3   |   3   |   3   |   4   |   4   |
   | Design                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know TV/Video Production      |    3   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Market Segment     |    2   |   3   |   3   |   3   |   4   |
   | Business Plan                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |               COLLATERAL/SALES PROMOTION SPECIALTY SKILLS              |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Collateral/Sales      |    2   |   3   |   4   |   5   |   5   |
   | Promotion Programs            |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   4   |   4   |   4   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |        |       |       |       |       |
   | Advertising/Promotion Agency  |    3   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Creative           |    3   |   3   |   3   |   4   |   4   |
   | Development Concepts          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand 2-Dimensional      |    3   |   3   |   3   |   4   |   4   |
   | Design                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know TV/Video Production      |    3   |   3   |   3   |   4   |   5   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Market Segment     |    2   |   3   |   3   |   3   |   4   |
   | Business Plan                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                     BUSINESS SHOWS SPECIALTY SKILLS                    |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Marketing Special     |    2   |   3   |   4   |   5   |   5   |
   | Events Programs               |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   3   |   4   |   4   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Select Trade/Business Shows   |    3   |   3   |   4   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Exhibit Design & |    3   |   3   |   3   |   4   |   4   |
   | Construction                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Creative           |    3   |   3   |   3   |   4   |   4   |
   | Development Concepts          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand 2-Dimensional      |    3   |   3   |   3   |   4   |   4   |
   | Design                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know TV/Video Production      |    3   |   3   |   3   |   4   |   4   |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Market Segment     |    2   |   3   |   3   |   3   |   4   |
   | Business Plan                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                 CORPORATE SPONSORSHIPS SPECIALTY SKILLS                |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Corporate Sponsorship |    2   |   3   |   4   |   5   |   5   |
   | Programs                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Press/Media Relations |    3   |   3   |   3   |   4   |   4   |
   | Deliverables                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   3   |   4   |   4   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |        |       |       |       |       |
   | Advertising/Promotion Agency  |    3   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand 2-Dimensional      |    3   |   3   |   3   |   4   |   4   |
   | Design                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Creative           |    3   |   3   |   3   |   4   |   4   |
   | Development Concepts          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand TV/Video           |    2   |   3   |   3   |   4   |   4   |
   | Production                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |                    SPORTS MARKETING SPECIALTY SKILLS                   |
   |_______________________________ ________ _______ _______ _______ _______|
   | Develop Sports Marketing      |    2   |   3   |   4   |   5   |   5   |
   | Programs                      |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Develop Press/Media Relations |    3   |   3   |   3   |   4   |   4   |
   | Deliverables                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   3   |   4   |   4   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |        |       |       |       |       |
   | Advertising/Promotion Agency  |    3   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand 2-Dimensional      |    3   |   3   |   3   |   4   |   4   |
   | Design                        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand Creative           |    3   |   3   |   3   |   4   |   4   |
   | Development Concepts          |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand TV/Video           |    2   |   3   |   3   |   4   |   4   |
   | Production                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   |           MEDIA STRATEGY, PLANNING & BUYING SPECIALTY SKILLS           |
   |_______________________________ ________ _______ _______ _______ _______|
   | Know & Apply Media Planning   |    3   |   3   |   4   |   5   |   5   |
   | Development                   |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Media Audience & |    3   |   3   |   4   |   5   |   5   |
   | Distrb Meas Techs             |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Advertising      |    2   |   3   |   4   |   4   |   4   |
   | Measurement Techniques        |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Select, Evaluate & Negotiate  |    2   |   3   |   3   |   4   |   4   |
   | Media Opportunities           |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Media Ordering & |    2   |   3   |   3   |   4   |   4   |
   | Billing                       |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Manage Media Budgets &        |    2   |   3   |   3   |   4   |   4   |
   | Expenditures                  |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Know & Apply Media            |    2   |   3   |   3   |   4   |   4   |
   | Post-Analysis                 |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|
   | Understand                    |        |       |       |       |       |
   | Advertising/Promotion Agency  |    3   |   3   |   3   |   4   |   4   |
   | Operations                    |        |       |       |       |       |
   |_______________________________|________|_______|_______|_______|_______|

2.6.8 Professional Development

Education roadmaps will be provided at a later date.

2.6.9 Marketing Communications Position Descriptions

Subtopics:

2.6.9.1 Position Title: Associate Marketing Communications Specialist

Position Summary and Responsibilities:

Works on marketing communications activities and projects that support the department's mission or that are part of the implementation of marketing communications programs for the brand unit and/or business unit. Assignments are primarily limited within a single marketing communications specialty, such as advertising, collateral/sales promotion, business shows, etc. Marketing communications objectives and programs are defined by management or senior professionals in the department or by work group, and generally fall within established guidelines and procedures. Requires basic marketing communications skills. Knowledge of IBM's business is acquired through work assignments.

Skills

Environment:
Applies basic professional knowledge to assigned marketing communications activities and projects in support of the day-to-day business operations of the brand unit and/or business unit and/or departmental objectives.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Works with higher-level professionals, learning from them and assisting them in carrying out marketing communications activities and programs for which they are responsible. Absorbs business knowledge quickly to develop professional effectiveness.
Negotiates with other marketing communications functions and marketing departments to obtain information and data needed for the assignment or project.
Problem Solving:
Recognizes problems when they arise and resolves them in line with existing guidelines and procedures.
Uses professional skills to determine the best approach to achieve marketing communications effectiveness for assigned tasks.
Contributes to the development and implementation of new marketing communications techniques and improvements to departmental processes.

Contribution/Leadership

Works at a professional level and is reviewed as required for developmental purposes.
Understands the value of the work assigned and its contribution to the brand unit and/or business unit or department overall mission.
May draw upon marketing communications skills and knowledge to recommend improvements to the marketing communications deliverables.
May provide some technical direction and assistance to less knowledgeable department or team members.

Impact of Business/Scope

Is accountable for the quality and timeliness of completed assignments. Is also responsible for evaluating the services or materials that are purchased from creative service providers. May select vendors to perform services.
Assignments may be part of a larger project or campaign which may affect the acceptance of the brand unit and/or business unit objectives, performance, profitability and customer satisfaction.
Timeliness and quality of completed assignments affect client satisfaction in the brand unit and/or business unit, department or function being supported.

2.6.9.2 Position Title: Associate Marketing Communications Specialist (advanced)

Position Summary and Responsibilities:

Plans and implements marketing communications programs that are part of an overall marketing communications program or part of the total communications support provided to a brand unit and/or business unit. Involvement is typically limited to one marketing communications specialty at one time (e.g. advertising, collateral/sales promotion, business shows etc.). Marketing Communications objectives and programs are typically defined by management or by senior professionals, but approaches and activities used to achieve marketing communications effectiveness are often left to the professional to define and negotiate. Requires knowledge of the brand/business unit and/or organization's mission, culture, products and services.

Skills

Environment:
Applies professional knowledge to marketing communications activities and programs in support of the day-to-day business operations of the brand unit and/or business unit. Understands IBM and brand unit and/or business unit strategies and business objectives.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Determines and compares alternative approaches that can be taken to achieve marketing communications effectiveness and negotiates a solution by articulating the merits of each approach.
Identifies those factors and/or inhibitors that may affect the success of an assignment and develops/recommends plans for its successful implementation.
Problem Solving:
Uses creativity and sound business judgment in maximizing marketing communications effectiveness by going beyond traditional implementation approaches.
Develops and recommends new marketing communications concepts and techniques. Also works to improve and streamline departmental procedures and processes.

Contribution and Leadership

Works on special marketing communications projects and programs that may support brand unit and/or business unit and/or departmental objectives. May manage the technical and operational activities of assigned programs.
Generally controls own work priorities and makes tradeoffs to ensure brand unit and/or business unit and/or departmental marketing communications objectives, budgets and schedules are met.
Works to underscore and enhance the department's value to the brand unit and/or business unit organization it supports.
Draws upon marketing communications skills and knowledge to recommend improvements to marketing communications deliverables in development.
Provides technical direction and assistance to less knowledgeable department or team members.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for the quality and timeliness of completed assignments. Is also responsible to ensure that value is received for creative services or materials that are purchased. May select vendors to perform services.
Assignments may range from a small independent program, project or campaign which may affect the acceptance of the brand unit and/or business unit objectives, performance, profitability and customer satisfaction.
Timeliness and quality of completed assignments affect client satisfaction in the brand unit and/or business unit, department or function being supported.

2.6.9.3 Position Title: Marketing Communications Specialist

Position Summary and Responsibilities:

Plans, develops and leads the implementation of key marketing communications programs and assignments of a complex nature in support of brand unit and/or business unit objectives. Involvement spans one or more marketing communications specialties at one time (e.g., advertising, collateral/sales promotion, business shows, etc.).. Works with management and more senior professionals to define programs and objectives but approaches and activities used to achieve marketing communications effectiveness are the responsibility of the professional to define and negotiate. Identifies and evaluates relevant factors and/or inhibitors which may affect the success of these programs, and develops action plans. Requires an understanding of the brand and/or business unit objectives and business plans, as well as knowledge of the competitive environment and industry trends.

Skills

Environment:
Applies advanced professional knowledge to assigned marketing communications programs and activities in support of brand/buisness unit business objectives. Has an overall understanding of IBM and the brand/business unit strategy and current status, and can articulate
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Works effectively in a team environment, which may include members from other functions, vendors and external partners. Guides the team in accomplishing its goals, and negotiates the details of program implementation with management and team members.
Problem Solving:
Analyzes the objectives and implications of major marketing communications programs. Recognizes problems and uses creativity and sound judgment to develop and recommend workable solutions.
Makes recommendations to more senior professionals and management in the department on assigned marketing communications activities and related work as they affect the entire marketing organization.
Develops, recommends and implements new marketing communications concepts and techniques that enhance marketing communications effectiveness, and works to ensure their use. Recommends improvements to departmental procedures and processes. Communicates direction to lower-level team members.

Contribution/Leadership

Conducts special projects that support brand unit and/or business unit and/or departmental objectives as requested by executive management.
Manages the implementation of complex marketing communications programs. Defines work objectives and assignments for less-experienced professionals, vendors and external partners. Also advises and directs the activities of these individuals and/or organizations.
Contributes to the overall mission of the department or function.
Provides technical advice to peers and lower-level professionals.
Leads implementation teams assigned to a program or project.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for the effectiveness of assigned marketing communications programs, and for their impact on brand unit and/or business unit or departmental results. Ensures that value is received for creative services or materials that are purchased and recommends areas for quality, cost and schedule improvements. Selects vendors to perform services.
Participates in departmental planning.
Assigned activities contribute to the overall effectiveness of marketing communications programs which are designed to positively affect customer behavior, increase awareness, and get measurable, actionable results.
Assigned activities contribute to line management's view of the marketing communications function within the brand unit and/or business unit.
Has budgetary responsibility.

2.6.9.4 Position Title: Marketing Communications Specialist (advanced)

Position Summary and Responsibilities:

Develops strategies and plans for marketing communications programs and activities in support of the brand/business unit's business objectives. Leads program implementation. Involvement spans multiple marketing communications specialties at one time (e.g., advertising, collateral/sales promotion, business shows, etc.) with a mastery in at least two. Is able to articulate the brand unit and/or business unit strategy and current events in the external environment -- both from a professional and business standpoint. Anticipates reaction and identifies issues which may arise from strategic business decisions or from current or planned programs. This is a leadership position typically found at the geography or major brand unit and/or business unit or corporate level.

Skills

Environment:
Applies expert professional knowledge and expertise to assigned marketing communications programs and activities in support of brand/business unit strategic business objectives. Possesses a high-level of understanding of IBM, geography or major brand unit and/or business unit strategy and current status, and can speak with confidence on these matters.
Demonstrates the skill proficiencies for this position.
Communications/Negotiation:
Provides advice and counsel to other marketing profession disciplines and other functions in a brand unit and/or business unit on all aspects of marketing communications policies and programs for a geography or major brand unit and/or business unit. Acts as a mentor to those with less experience. Ensures the work of lower-level professionals, vendors and external partners meets established standards for quality and usability.
Negotiates at the executive level to obtain agreement on marketing communications strategies and programs, as well as for implementation of programs and resource requirements.
Problem Solving:
Plans and develops marketing communications programs and strategies that support the brand unit and/or business unit objectives, including product announcements and initiatives of a complex or sensitive nature. Leads program implementation, anticipates public reaction and issues which may arise.
Analyzes the internal and external environment, as well as industry trends, for their impact on marketing communications programs and objectives. Recommends to executive management position statements and other marketing communications actions as needed.

Contribution/Leadership

Manages the implementation of special marketing communications programs and projects of a complex nature, as requested by executive management. Defines work objectives and manages assignments for less experienced professionals, vendors, and external partners. Advises and directs the activities of these individuals and/or organizations.
Is recognized for professional expertise in marketing communications. Has expertise in two or more marketing communications specialties (e.g., advertising, collateral/sales promotion, business shows, etc.).
Contributes to the overall mission of the department or function. Participates in functional planning.
Acts as a technical advisor to the department and other marketing functions.
May discharge the basic management responsibilities common to all IBM managers.

Impact on Business/Scope

Is accountable for achieving maximum effectiveness for marketing communications programs and activities, while ensuring schedules are met and costs, as agreed to by management, are controlled.
Assigned activities affect the achievement of the brand unit and/or business unit objectives, performance, profitability and customer satisfaction.
Assigned activities and actions impact line management's view of the marketing communications function within the brand unit and/or business unit.
Purchases creative services or materials to meet schedule requirements and job specifications. Has budgetary responsibility.

2.6.9.5 Position Title: Senior Marketing Communications Specialist

Position Summary and Responsibilities:

Manages strategies and plans for marketing communications programs and activities in support of the brand unit and/or business unit business objectives. Also acts in a consulting capacity, providing marketing communications advice and counsel to executive line management. Work output is of the highest level, demonstrating mastery in two or more marketing communications specialties (e.g., advertising, collateral/sales promotion, business shows, etc.). Is recognized as the expert in all aspects of marketing communications by line management for knowledge and understanding of the business. This is a position denoting worldwide leadership in the marketing communications discipline, and typically reports to senior marketing communications management at the geography, business unit or corporate level.

Skills

Environment:
Applies professional knowledge and expertise on all marketing communications programs and activities in support of brand unit and/or business unit strategic business objectives. Possesses in-depth awareness and understanding of IBM/brand unit and/or business unit business strategy and current status, and speaks with authority on these matters.
Demonstrates the skill proficiencies for this position.
Communications/Negotiations:
Provides expert guidance and acts as a mentor to other marketing communications professionals and to professionals in other marketing functions, demonstrating a high-level of knowledge, expertise, and sound judgment. Sets quality standards for the work by lower-level professionals, vendors and external partners.
Plans and conducts complex negotiations for assigned marketing communications strategies and programs, as well as for the overall implementation of programs and resource requirements. Reaches consensus and gains lasting agreements.
Problem Solving:
Anticipates reaction and potential issues which may arise from strategic business decisions and from current or planned programs. Designs and develops, with executive review, corresponding marketing communications strategies and support/response programs.

Contribution and Leadership

Develops integrated marketing communications strategies which provide competitive advantage for the brand unit and/or business unit. Develops creative and innovative marketing communications programs designed to positively affect customer behavior, increase awareness, and get measurable, actionable results.
Is recognized as an expert and leader in the marketing communications discipline by other professionals and executives, on a worldwide basis. Provides expert advice and counsel that influences executive management when making complex and difficult business decisions.
Operates with significant autonomy in managing assigned marketing communications activities, taking the lead in bringing together relevant functions within IBM as needed.
Contributes to setting direction and vision for the brand unit and/or business unit marketing communications function.
May discharge the basic management responsibilities common to all IBM manages

Impact on Business/Scope

Is accountable for complex to very complex marketing communications programs that support the brand unit and/or business unit strategic business objectives.
Is accountable for directing the activities which directly affect the achievement of the geography or major brand unit and/or business unit objectives, performance, profitability and customer satisfaction.
Activities directly influence how executive management views the marketing communications function in the brand/business unit and contribute to the perception of IBM's marketing communications externally.
Commits financial resources and coordinates human resources at levels which significantly impact budgets and other activities. Is responsible for ensuring project completion within identified cost, schedule and functional requirements.

2.6.10 Marketing Communications Specialty Descriptions

Subtopics:

2.6.10.1 Specialty Title: Advertising

Specialty Summary:

Individuals working in this Marketing Communications specialty initiate and direct advertising programs in support of IBM's goal to become the industry leader in key market segments. They assist marketing executives in refining marketing plans and from these plans develop effective advertising plans. They develop close working relationships with marketing executives as well as the senior management in the business units supported. They maintain contacts with these senior executives to ensure advertising strategy and execution are consistent with marketing strategies. They direct the efforts of IBM's advertising agency and provide leadership and guidance in order to keep them motivated, productive and on schedule. Individuals in this specialty routinely conduct research to understand communications and marketing effectiveness of advertisements.

Responsibilities:

Analyzes marketing plans for the marketing function and develops advertising recommendations and strategies that visibly contribute to the accomplishment of marketing goals as defined by the business plans.
Analyzes customer wants and needs and incorporates them into long-range advertising strategies and plans that establish effective dialogue with customers and prospects.
Establishes advertising plans in support of sales objectives and issues. Manages and directs advertising programs to achieve optimum advertising effectiveness.
Presents advertising strategies, plans and executions to all levels of management up through the corporate level.
Is proactive with internal IBM audiences by routinely making presentations to make them aware of advertising strategies and to gain their feedback regarding the effectiveness of IBM's advertising programs.
Participates in research with marketing management, customers, dealers and business partners to establish and validate new advertising program direction and content, and to measure results of advertising programs.
Stays informed regarding competitive marketing strategies, advertising programs and media expenditures.
Is involved with agency selection and evaluation, and participates in contract negotiations.
Directs the daily activities of IBM's advertising agency, keeping them fully apprised of current strategies. Provides leadership and guidance in all aspects of advertising operations (e.g., develops agency briefings, facilitates communications between IBM and the agency, provides input on advertising content, etc.).
Determines, in consultation with marketing management and the advertising agency, appropriate media plans for advertising programs. Provide input to media plan objectives, strategies, tactics, and selection and ensure overall marketing and communication objectives are met.
Maintains current advertising campaigns. Recommends follow-up programs to enhance advertising effectiveness.
Is responsible for the content of all advertising programs executed by the brand unit and/or business unit.
Establishes financial targets for advertising programs. Manages advertising production and media costs and tracks agency performance to ensure targets are met.
Maintains business relationships with professional organizations and representatives of the advertising media.
Participates with marketing communications colleagues in development of integrated marketing communications programs.
Consults with marketing management and collateral/sales promotion departments on fulfillment plans.
Employs negotiating skills and marketing knowledge to develop client relationships.

2.6.10.2 Specialty Title: Collateral/Sales Promotion

Specialty Summary:

Individuals working in this Marketing Communications specialty initiate and direct collateral/sales promotion programs in support of IBM's goals to become the industry leader in key marketing segments. He/she assists marketing executives in refining marketing plans. From these plans, he/she develops solid collateral/sales promotion plans. The media used to support these plans includes videos, diskettes, premiums, point-of-sale materials and displays, slides, foils/foilmasters and product literature (brochures, flyers, specification sheets, application briefs and portfolios), and are used in support of offering/solution announcements, dealer and dealer incentive programs, marketing programs and promotions. In addition, the incumbent develops a close working relationship with all levels of management, up through and including the Global Brand Manager/Business Unit General Manager of the brand unit and/or business unit supported.

Responsibilities:

Develops collateral/sales promotion recommendations and strategies that visibly contribute to the accomplishment of marketing goals as defined in the client's business plans. Develops long-range collateral/sales promotion strategies that establish effective dialogue with customers and prospects.
Presents collateral/sales promotion plans/strategies/executions to senior management, business units and corporate.
Is proactive with internal IBM audiences by routinely making presentations to make them aware of collateral/sales promotion strategies and to gain their feedback regarding the effectiveness of IBM's collateral/sales promotion programs.
Participates in research with marketing, customers, dealers and business partners to establish and validate new collateral/sales promotion program direction and content, and to measure results of existing collateral/sales promotion and point-of-sales programs.
Stays informed regarding competitive marketing strategies and collateral/sales promotion programs.
Directs agency selection and evaluation and participates in contract negotiations.
Directs the daily activities of IBM's collateral/sales promotion agencies, keeping them fully apprised of current strategies.
Directs the creative efforts of multiple collateral/sales promotion agencies, by providing leadership and guidance in all aspects of collateral/sales promotion operations.
Develops appropriate point-of-sales materials and displays in support of IBM's broad variety of channels, e.g., dealer promotions, back-to-school promotions, business partners, etc. Recommends follow-up programs to enhance collateral/sales promotion effectiveness.
Manages the sales promotion inventories, including negotiating with marketing on appropriate actions for reprints, revisions, new stock, and inventory reduction and obsolescence.
Utilizes knowledge of layout/content, as well as copy and design judgment, to guide the agency in development of creative.
Establishes financial targets for deliverables and tracks agency performance to ensure targets are met.
Manages print production recommendations to ensure deliverables are produced cost-effectively, and on time. Manages distribution recommendations to ensure programs are delivered to appropriate recipients cost-effectively, and on time.
Determines, in consultation with marketing management, appropriate media for each deliverable -- electronic, print, CD-ROM, diskette, etc. Stays current on collateral/sales promotion-specific software (e.g., PageMaker, Adobe Illustrator, PhotoShop, and Acrobat).
Consults with marketing management and advertising on appropriate fulfillment plans.
Participates with marketing communications colleagues in development of integrated marketing communications programs.
Employs negotiating skills and marketing knowledge to develop client relationships.

2.6.10.3 Specialty Title: Business Shows

Specialty Summary:

Business Shows/Special Events is responsible for planning, implementing, producing, budgeting and measuring major meetings including national business and trade shows. Provides show support of major offering/solution announcements and marketing events in support of brand unit and/or business unit objectives. Provides a vehicle for the delivery of key marketing messages to customer decision makers attending national shows and special events. Manages the allocation of funds among marketing organizations to provide enhanced focus on key market segments. Develops and implements measurement techniques to determine business effectiveness and impact on sales volumes. Has regular contacts with all levels of management to understand their objectives and to continually improve show performance.

Responsibilities:

Analyzes and contributes to the brand unit and/or business unit business plans and strategies of a business unit that visibly contribute to the accomplishment of marketing goals.
Presents show strategies, designs, recommendations and results to all levels of management.
Manages and directs the implementation of these programs and strategies to achieve optimum show effectiveness within an assigned budget.
Executes shows that presents IBM offerings/solutions to customers and prospects.
Directs the activities of vendors including design firms, display houses, transportation firms and production companies.
Manages a show budget and capital exhibit properties.
Maintains a proactive position in the area of internal communications by providing information to both marketing and communications audiences to make them aware of the effectiveness of business/trade shows and special events and how to continue to improve their effectiveness and performance.
Develops long-range strategies, to maximize the effectiveness of IBM's participation in these events as well as capitalize on the availability of key decision makers at these events.
Maintains an ongoing knowledge of industry trends and practices.
Maximizes the use of research to validate the performance of shows by focusing on show attendees, to evaluate the success of business shows and events, identify areas that require improvement and measure IBM's effectiveness versus the competition.
Manages multiple vendors in the area of design, display, electrical, transportation, production, sound, lighting, etc.
Coordinates with planning staffs to anticipate changes in future show requirements.

2.6.10.4 Specialty Title: Corporate Sponsorships

Specialty Summary:

Responsible for the development of major corporate sponsorship projects on a worldwide basis serving all brand units and/or business units, and for the development and execution of external press and internal promotions. Manages the allocation of funds among organizations to provide enhanced focus on key management goals. Develops and implements measurement programs to determine the effectiveness of a sponsorship and uses the results to modify the sponsorship as appropriate. Has regular meetings with all levels of management to understand their objectives and to continually improve each sponsorship's impact.

Responsibilities:

Executes sponsorship strategies and develops plans to outline objectives and recommends new/alternative sponsorship opportunities.
Serves as a supplier or agent on behalf of all brand units and/or business units, and acts as the key contact in corporate marketing for matters related to the development of sponsorship programs.
Designs and implements advertising and promotion programs as well as external press and internal programs to leverage sponsorships.
Reads and reviews incoming proposals for sponsorships and prepares executive summaries and recommendations. Appropriately handles declines for sponsorships.
Acts as the liaison between marketing and corporate support concerning the understanding of viable sponsorships.
Administers budgets related to sponsorship development, implementation, promotions and associated activities.
Designs and implements research related to sponsorship development as well as research to measure the impact of sponsorships.
Supervises vendors in connection with developing, implementing and managing sponsorships as well as promotions (e.g., advertising agencies, etc.) and maintains accurate records of time and communications.
Analyzes industry trends, providing sound advice and counsel regarding effective and efficient sponsorship opportunities.
Provides the business perspective on legal and contractual obligations concerning sponsorships.
Recommends creative solutions to enable worldwide participation in unique sponsorship opportunities, particularly as they relate to an enhanced value to the business unit's marketing strategy, or to unique community relations interests.

2.6.10.5 Specialty Title: Sports Marketing

Specialty Summary:

Responsible for the creation and implementation of a worldwide sports sponsorship strategy and supporting programs that provide measurable and intuitive returns on investment. Directs all internal and external activities relating to the sponsorship of sporting events within the confines of the budget.

Responsibilities:

Maintains a high level of worldwide contacts in the sports and TV industries in order to establish sources for worldwide sponsorship activities.
Designs an IBM sports sponsorship strategy and plan outlining opportunities and suggests new/alternative extensions of the sponsorship media.
Advises all brand units and/or business units, as well as key contacts in corporate communications for matters related to the development of sponsorship programming.
Designs and implements external press and internal programs related to sponsorships.
Recommends creative solutions to enable worldwide participation in unique sponsorship opportunities, particularly as they related to an enhanced value to the brand unit and/or business unit business strategy.
Manages relationships with event/organizing body executives to ensure IBM receives maximum marketing rights/value and provides appropriate value-in-kind (VIK) per contract.
Negotiates sponsorship contracts to ensure IBM benefits equal or surpass IBM's investment, to increase IBM's marketing opportunities, and to minimize IBM's cost and risk.
Directs all vendor activity to insure flawless operation of IBM technology, major and tasteful IBM visibility, and first-class customer hosting.
Analyzes industry trends, providing sound advice and counsel regarding effective and efficient sponsorship opportunities.
Designs and implements research related to sponsorship development.
Designs and supervises legal and contractual obligations concerning sponsorship developments and promotions.
Reads and reviews incoming proposals for sponsorships and prepares executive summaries and recommendation.

2.6.10.6 Specialty Title: Media Strategy, Planning & Buying

Specialty Summary:

Media strategy, planning and buying is concerned with communicating the message to the target audience in the right media at the right time and frequency, and at the best possible price/value relationship. This involves selecting the right mix of media (e.g., TV, magazines, radio, Internet, etc.), the right media vehicles (e.g., the specific TV program, magazine, newspaper, web site, etc.) within the media options available (e.g., full-page, half-page, 60-second commercial, etc.) and ensuring that the placement is leveraged for maximum effect (e.g., pricing, positioning, added value, etc.). It involves a complete understanding of the target audience and their media consumption habits, developing a strategy and plan (media maps) that incorporates customer buying behaviors, and their wants and needs with message strategies. It also involves a complete understanding of the media marketplace dynamics to effectively execute that strategy and plan.

Responsibilities:

Evaluates and approves all media plan objectives, strategies, tactics, and selection to ensure that overall marketing and marketing communications objectives are effectively addressed.
Evaluates and approves all media buys and contracts to ensure that maximum value is secured in return for the media investment. Presents approved media plans and buys to all levels of management up through the corporate level.
Directs the media activities of the advertising agency, keeping them fully apprised of current strategies.
Establishes procedures and guidelines for ensuring proper reporting and overall quality control.
Communicates media strategies, plans and expenditures throughout the marketing communications community within IBM.
Manages the competitive media spending system through the advertising agency.
Secures and communicates competitive media expenditure data.
Maintains primary advertising business relationships with representatives of the advertising media.

2.7 Chapter 10. Direct Marketing Profession Discipline

Subtopics:

2.7.1 Direct Marketing Profession Discipline Overview

Direct Marketing (DM) is one of six profession disciplines within the Marketing Profession.

The Direct Marketing profession discipline is a discipline family that includes the original Direct Marketing and Database Marketing Professions.

Direct Marketing is a structured approach to acquiring and cultivating lifetime customer relationships. Integrated and consistent messages focused on retaining or reactivating customers and acquiring new customers are developed and delivered over an extended period of time. Direct Marketing also supports the on-going development and maintenance of a marketing information database that is designed to provide a competitive advantage through the use of empirically-based and analytically-derived conclusions about the market and customers. As a discipline within the Marketing Profession, Direct Marketing is responsible for the strategy, planning, development and implementation of a message and data plan that supports a brand and/or customer set business unit's marketing plan.

Although both Direct Marketing and Database Marketing are described in this overview section, the remainder of this document will focus on Direct Marketing. Refer to Chapter 11, "Database Marketing Profession Discipline" in topic 2.8 for the career path for Database Marketing.

DIRECT MARKETING:

Professionals who specialize in direct marketing, i.e., demand generation, assist brand and/or customer set business units in translating marketing strategies into effective direct marketing campaigns, programs and tactics that are designed to create demand, i.e., measurable responses and opportunities for sales channels. Direct Marketing professionals create demand by orchestrating the delivery of effective messages and offers to the market through the use of cost-effective media alternatives, which include, but are not limited to, direct response advertising, mail, catalogs, telemarketing, telecoverage and interactive.

Direct Marketing professionals generally begin their career as a Direct Marketing Specialist. Direct Marketing Specialists are focused on development and implementation activities associated with brand and/or customer set message plans. In addition to direct marketing skills, they must have an understanding of database marketing, project management, business planning, and customer satisfaction processes. Daily activities may include, but are not limited to catalog management, creative design, project management, print production, literature fulfillment, and opportunity (lead) management. With experience, a Direct Marketing Specialist may become a Direct Marketing Strategist. The Direct Marketing Strategist is responsible for the strategy and planning of messages that support brand and/or customer set business plans. The Direct Marketing Manager is an expert in direct marketing techniques and plays a leadership role in the strategy, planning, development and implementation of messages that support a large or multiple brand and/or customer set business units. A Direct Marketing Manager typically leads a team/project or is a manager of people.

The following positions are defined for the Direct Marketing Profession Discipline:

Development and Implementation

Direct Marketing Specialist
Direct Marketing Specialist-Advisory
Direct Marketing Specialist-Senior

Strategy and Planning

Direct Marketing Strategist-Advisory
Direct Marketing Strategist-Senior

Strategy, Planning, Development and Implementation

Direct Marketing Manager
Senior Direct Marketing Manager

The Direct Marketing Manager and Senior Direct Marketing Manager positions are intended for non-manager employees who have successfully completed the Direct Marketing certification program, and for managers with people management responsibilities. Managers with people management responsibilities also have the option to complete the Direct Marketing certification program.

When a non-manager employee is approved for certification by a certification review board, he/she is expected to perform the job responsibilities of the Direct Marketing Manager or Senior Direct Marketing Manager. Non-manager employees should not be promoted to Direct Marketing Manager or Senior Direct Marketing Manager until they have completed the certification process.

DATABASE MARKETING:

Professionals who specialize in database marketing develop and maintain operational and analytical market information databases that support creative and innovative direct marketing programs, as well as provide a competitive advantage for brand and/or customer set business units. Database marketing is designed to develop empirically-based and analytically-derived conclusions about the market and customers. Analytic capabilities such as modeling, RFM (receny, frequency methodology) scoring, and sophisticated reporting are used to link multiple sources of information related to the customer for the purpose of understanding customer purchase behavior, improving market segmentation, and delivering the right market messages to the right customer at the right time.

Direct Marketing professionals who specialize in database marketing generally begin their career as a Database Marketing Specialist. Database Marketing Specialists are focused on development and implementation activities associated with brand and/or customer set data plans. They are proficient in the use of message, contact database, and/or decision support tools. Daily activities may include, but are not limited to, data acquisition and integration, end user support services, data maintenance and preparation, measurements and reporting, list preparation, decision support services, and business process support. With experience, a Database Marketing Specialist may become a Database Marketing Strategist. The Database Marketing Strategist is responsible for the strategy and planning of data plans that support brand and/or customer set business plans. The Database Marketing Manager is an expert in database marketing techniques and plays a leadership role in the strategy, planning, development and implementation of data plans that support a large or multiple brand and/or customer set business units. A Database Marketing Manager typically leads a team/project or is a manager of people.

The following positions are defined for those in the Database Marketing profession discipline:

Development and Implementation

Database Marketing Specialist
Database Marketing Specialist-Advisory
Database Marketing Specialist-Senior

Strategy and Planning

Database Marketing Strategist-Advisory
Database Marketing Strategist-Senior

Strategy, Planning, Development & Implementation

Database Marketing Manager
Senior Database Marketing Manager

The Database Marketing Manager and Senior Database Marketing Manager positions are intended for non-manager employees who have successfully completed the Database Marketing certification program and for managers with people management responsibilities. Managers with people management responsibilities also have the option to complete the Database Marketing certification program.

When a non-manager employee is approved for certification by a certification review board, he/she is expected to perform the job role responsibilities of the Database Marketing Manager or Senior Database Marketing Manager. Non-manager employees should not be promoted to Database Marketing Manager or Senior Database Marketing Manager until they have completed the certification process.

Measurement of the Direct Marketing profession discipline will include qualified opportunities (leads), return on investment, revenue, expense management, business unit (internal client/sponsor) and customer (external) satisfaction.

2.7.2 Profession Discipline Structure

Figure 10-1 through Figure 10-3 summarize the requirements of each position of the profession discipline and the developmental requirements for progression within the profession discipline. Detailed position descriptions can be found in "Direct Marketing Position Descriptions" in topic 2.7.10.

Figure 10-1. Direct Marketing Profession Discipline Roadmap - #1

Figure 10-2. Direct Marketing Profession Discipline Roadmap - #2

Figure 10-3. Direct Marketing Profession Discipline Roadmap - #3

2.7.3 Characteristics of the Profession Discipline

Direct Marketing professionals have the following characteristics:

Understanding of the Customer Relationship Management (CRM) Process
Skilled in direct marketing strategies and activities
Knowledgeable about database marketing
Knowledgeable about CRM Message Management Process
Knowledgeable about Market Management Process and segment management tools, techniques and methodologies
Effective in coordinating internal and external resources in order to implement a direct marketing plan
Effective in the development and implementation of direct marketing campaigns/programs that contribute to business unit/segment results
Skilled in project management methods and tools
Self-motivated in maintaining currency in the dynamic industry of direct marketing, i.e., maintain and develop direct marketing and database marketing skills
Strong leadership and teamwork skills

The Direct Marketing Manager and Senior Direct Marketing Manager have the following specific characteristics:

Demonstrated consultative skills
Proven analytical skills
Skilled in CRM Message Management Process
In-depth direct marketing skills and experience
Proven skills in the development and implementation of direct marketing campaigns/programs and successful business results

Figure 10-4. Direct Marketing Profession Discipline: Career Possibilities

2.7.4 Potential Candidates

Direct Marketing professionals may be sourced from current IBM employees who represent a wide array of backgrounds and experience, i.e., marketing, sales, database marketing, or other positions in a direct marketing organization.

Direct Marketing professionals may also be sourced from professional hires who have direct marketing, and/or database marketing experience.

More information on movement from other professions is available in Direct Marketing Career Possibilities.

Figure 10-4 in topic 2.7.3 illustrates the the possibilities for movement to and from the Direct Marketing profession discipline.

2.7.5 Career Growth

The difference between a Direct Marketing Specialist, Direct Marketing Strategist and a Direct Marketing Manager is a function of increasing skill, capability, experience, and responsibility.

The entry position to the profession discipline is the Direct Marketing Specialist who focuses on direct marketing/message development and implementation activities. Direct Marketing Specialists can develop their career to advisory and senior or become a Direct Marketing Strategist.

Direct Marketing Strategists can occupy positions from advisory to senior. No entry position is available because some direct marketing experience is required before engaging with a segment/business unit (internal client/sponsor) in direct marketing/message planning and strategy activities. Additional positions exist beyond Direct Marketing Strategist-Senior, but those are achieved only by successfully completing the Direct Marketing certification process. The profession provides a career path to the certified position of Direct Marketing Manager or Senior Direct Marketing Manager. This allows an employee with expert direct marketing skills to advance through the profession.

The first step in the certification process is qualification, i.e attainment of the skills required of the certified position of Direct Marketing Manager. Upon completion of the qualification process, the professional's manager should facilitate an individual development plan that includes mentoring activities and work experiences required by the certified position, Direct Marketing Manager. Once the appropriate skill level and other criteria have been met, and a business need for a certified professional has been identified, the candidate may submit a nomination package for certification.

2.7.6 Certification Nomination Guide

The Worldwide Direct Marketing Certification Nomination Guide contains the criteria, required documentation, and process for certification in the profession discipline.

2.7.7 Performance Elements

The direct marketing professional is an individual who generates demand, i.e., direct response or qualified opportunities (leads), and contributes to resulting revenue. A direct marketing professional is expected to deliver a high level of satisfaction to both the the segment/business unit (internal client/sponsor) and the customer.

2.7.8 Direct Marketing Profession Discipline Skills Profile

The skills required of a direct marketing professional include generic professional skills such as client environment, business acumen, project management, personal leadership etc., as well as direct marketing and database marketing skills. The following chart summarizes the skills required, within job levels, for a Direct Marketing Specialist, Direct Marketing Strategist and Direct Marketing Manager.

    ____________________________________ ___________________________________  
   |                                    |  Profession Discipline Positions, |
   |                                    |    with Associated Skill Levels   |
   | DIRECT MARKETING SPECIALIST SKILLS |________ ________ ________ ________|
   |                                    |   DM   |   DM   |   DM   |   Key  |
   |                                    |  Spec  |  Spec  |  Spec  |  Skill |
   |                                    |        |   Adv  |   Sr   |        |
   |____________________________________|________|________|________|________|
   |                             BUSINESS ACUMEN                            |
   |____________________________________ ________ ________ ________ ________|
   | Understand Segment Business Plan   |    1   |    2   |    2   |        |
   |____________________________________|________|________|________|________|
   | Understand Solution Marketing Plan |    1   |    2   |    2   |        |
   |____________________________________|________|________|________|________|
   | Customer Satisfaction Management   |    2   |    2   |    3   |        |
   |____________________________________|________|________|________|________|
   | Consulting Methods                 |    2   |    2   |    3   |        |
   |____________________________________|________|________|________|________|
   | Message Management                 |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Understand Response Plan           |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   | Understand Information Fulfillment |    2   |    3   |    4   |        |
   | Process                            |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand Direct Marketing        |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Understand DB Marketing            |    3   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   |                                INDUSTRY                                |
   |________________________________________________________________________|
   | You should select/assign to your job role the appropriate industry     |
   | customer classification templates and the appropriate industry         |
   | solution templates.                                                    |
   |________________________________________________________________________|
   |                             IBM ENVIRONMENT                            |
   |____________________________________ ________ ________ ________ ________|
   | IBM Organization                   |    2   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   | Articulate IBM                     |    2   |    3   |    3   |        |
   | Offerings/Technology               |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Processes        |    1   |    2   |    2   |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Opportunity      |    3   |    3   |    4   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand Relationship Plan       |    1   |    2   |    2   |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Request          |    3   |    4   |    4   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                       PRODUCT/TECHNOLOGY/SERVICES                      |
   |________________________________________________________________________|
   | You should select/assign to your job role the appropriate              |
   | product/brand templates.                                               |
   |________________________________________________________________________|
   |                                PERSONAL                                |
   |____________________________________ ________ ________ ________ ________|
   | Leadership                         |    2   |    2   |    3   |        |
   |____________________________________|________|________|________|________|
   | Coaching                           |    1   |    2   |    3   |        |
   |____________________________________|________|________|________|________|
   | Foster Teamwork/Enable Teams       |    2   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   | Mentoring                          |    2   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   | Interpersonal Communication        |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Negotiation                        |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Problem Solving, Decision-Making   |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Quality/Problem Prevention         |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Perform Time Management            |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|

    _________________________________________ ______________________________  
   |                                         |     Profession Discipline    |
   |                                         |  Positions, with Associated  |
   | DIRECT MARKETING STRATEGIST SKILLS      |         Skill Levels         |
   |                                         |_________ __________ _________|
   |                                         |   DMSt  |  DMSt Sr |   Key   |
   |                                         |   Adv   |          |  Skill  |
   |_________________________________________|_________|__________|_________|
   |                           CLIENT ENVIRONMENT                           |
   |_________________________________________ _________ __________ _________|
   | Client Relationships                    |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Client Strategy & Planning              |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   |                             BUSINESS ACUMEN                            |
   |_________________________________________ _________ __________ _________|
   | Market Management                       |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Primary Research                |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Secondary Research              |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Marketplace Situation Analysis  |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Analytics to Gain Marketing     |    2    |     2    |         |
   | Intelligence                            |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Analyze & Interpret Marketing           |    3    |     3    |         |
   | Information/Data                        |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Synthesize Marketing Information/Data   |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Segment Business Plan        |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Solution Marketing Plan      |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Apply Basic Financial Concepts          |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Provide Investment Advice               |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Customer Satisfaction Management        |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Consulting Methods                      |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Message Management                      |    4    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Use Market Research & DB Info-Message   |    3    |     4    |         |
   | Strategy                                |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Analyze Message & Message Plan Results  |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Develop Message Data Strategy           |    2    |     2    |         |
   |_________________________________________|_________|__________|_________|
   | Use Message Management Tools            |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Message Template             |    4    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Track & Measure Marketplace Changes     |    2    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Message Plan                 |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Select Among Media Alternatives-Message |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Message Creation & Delivery  |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Develop Marketing Messages              |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Ensure IBM Communication Compliance     |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Copy & Visual Point Analysis |    3    |     4    |         |
   | Issues                                  |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Develop Contextual Design               |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Select Among Message Alternatives       |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Design Market Test-Message              |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Use Non-Verbal Communication Technique  |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Translate Concept/Idea Into Visual Form |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Response Plan                |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Information Fulfillment      |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand Direct Marketing             |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand DB Marketing                 |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   |                                INDUSTRY                                |
   |________________________________________________________________________|
   | You should select/assign to your job role the appropriate industry     |
   | customer classification templates, and the appropriate industry        |
   | solution templates.                                                    |
   |________________________________________________________________________|
   |                             IBM ENVIRONMENT                            |
   |_________________________________________ _________ __________ _________|
   | IBM Organization                        |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Articulate IBM Offerings/Technology     |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Processes             |    2    |     2    |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Skills Management     |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Offerings Information |    3    |     4    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Information           |    2    |     3    |         |
   | Management Process                      |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Opportunity           |    3    |     3    |         |
   | Management Process                      |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Relationship          |    3    |     4    |         |
   | Management Process                      |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand Relationship Plan            |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Supplier Management   |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Request Management    |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   |                           PROJECT MANAGEMENT                           |
   |_________________________________________ _________ __________ _________|
   | Initiate Projects                       |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Manage Project Resource Requirements    |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Manage Contracted Resource & Services   |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Apply Project Management Techniques     |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   |                       PRODUCT/TECHNOLOGY/SERVICES                      |
   |________________________________________________________________________|
   | You should select/assign to your job role the appropriate              |
   | product/brand templates.                                               |
   |________________________________________________________________________|
   |                                PERSONAL                                |
   |_________________________________________ _________ __________ _________|
   | Leadership                              |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Coaching                                |    2    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Foster Teamwork/Enable Teams            |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Mentoring                               |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Creativity/Breakthru Thinking           |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Interpersonal Communication             |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Negotiation                             |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Problem Solving, Decision-Making        |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Risk Awareness/Taking                   |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Quality/Problem Prevention              |    3    |     4    |         |
   |_________________________________________|_________|__________|_________|

    _________________________________________ ______________________________  
   |                                         |     Profession Discipline    |
   |                                         |  Positions, with Associated  |
   | DIRECT MARKETING MANAGER SKILLS         |         Skill Levels         |
   |                                         |_________ __________ _________|
   |                                         |  DM Mgr |   Sr DM  |   Key   |
   |                                         |         |    Mgr   |  Skill  |
   |_________________________________________|_________|__________|_________|
   |                           CLIENT ENVIRONMENT                           |
   |_________________________________________ _________ __________ _________|
   | Client Relationships                    |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Client Strategy & Planning              |    4    |     5    |         |
   |_________________________________________|_________|__________|_________|
   |                             BUSINESS ACUMEN                            |
   |_________________________________________ _________ __________ _________|
   | Market Management                       |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Primary Research                |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Secondary Research              |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Marketplace Situation Analysis  |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Perform Analytics to Gain Marketing     |    2    |     2    |         |
   | Intelligence                            |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Analyze & Interpret Marketing           |    4    |     4    |         |
   | Information/Data                        |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Synthesize Marketing Information/Data   |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Segment Business Plan        |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Solution Marketing Plan      |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Apply Basic Financial Concepts          |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Provide Investment Advice               |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Customer Satisfaction Management        |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Consulting Methods                      |    4    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Value-Add Selling                       |    4    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Message Management                      |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Use Market Research & DB Info-Message   |    4    |     4    |         |
   | Strategy                                |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Analyze Message & Message Plan Results  |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Develop Message Data Strategy           |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Use Message Management Tools            |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Message Template             |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Track & Measure Marketplace Changes     |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Message Plan                 |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Select Among Media Alternatives-Message |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Message Creation & Delivery  |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Develop Marketing Messages              |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Ensure IBM Communication Compliance     |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Copy & Visual Point Analysis |    4    |     4    |         |
   | Issues                                  |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Develop Contextual Design               |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Select Among Message Alternatives       |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Design Market Test-Message              |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Use Non-Verbal Communication Technique  |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Translate Concept/Idea Into Visual Form |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Response Plan                |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand Information Fulfillment      |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand Direct Marketing             |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Understand DB Marketing                 |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   |                                INDUSTRY                                |
   |________________________________________________________________________|
   | You should select/assign to your job role the appropriate industry     |
   | customer classification templates and the appropriate industry         |
   | solution templates.                                                    |
   |________________________________________________________________________|
   |                             IBM ENVIRONMENT                            |
   |_________________________________________ _________ __________ _________|
   | IBM Organization                        |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | IBM Vision/Mission/Strategy             |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Articulate IBM Offerings/Technology     |    3    |     3    |         |
   |_________________________________________|_________|__________|_________|
   | IBM Management System                   |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Processes             |    2    |     2    |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Skills Management     |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Offerings Information |    4    |     4    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Information           |    3    |     3    |         |
   | Management Process                      |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Opportunity           |    3    |     3    |         |
   | Management Process                      |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Relationship          |    4    |     4    |         |
   | Management Process                      |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand Relationship Plan            |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Supplier Management   |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   | Understand WW CRM Request Management    |    3    |     3    |         |
   | Process                                 |         |          |         |
   |_________________________________________|_________|__________|_________|
   |                           PROJECT MANAGEMENT                           |
   |_________________________________________ _________ __________ _________|
   | Initiate Projects                       |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Manage Project Resource Requirements    |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Manage Contracted Resource & Services   |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Apply Project Management Techniques     |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   |                       PRODUCT/TECHNOLOGY/SERVICES                      |
   |________________________________________________________________________|
   | You should select/assign to your job role the appropriate              |
   | product/brand templates.                                               |
   |________________________________________________________________________|
   |                                PERSONAL                                |
   |_________________________________________ _________ __________ _________|
   | Leadership                              |    5    |     5    |         |
   |_________________________________________|_________|__________|_________|
   | Coaching                                |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Foster Teamwork/Enable Teams            |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Mentoring                               |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Creativity/Breakthru Thinking           |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Interpersonal Communication             |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Negotiation                             |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Problem Solving, Decision-Making        |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Risk Awareness/Taking                   |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|
   | Quality/Problem Prevention              |    4    |     4    |         |
   |_________________________________________|_________|__________|_________|

Subtopics:

   2.7.8.1 Direct Marketing Specialty Skills Templates

2.7.8.1 Direct Marketing Specialty Skills Templates

Note: SKILLS V2 refers to these templates as 'Discipline' Templates.
When SKILLS V3 is available, they will be renamed to 'Specialty' Templates.

Direct Marketing Specialty Skills Templates have been created to support specialized skills. These specialty templates may include additional skills, or may simply require a proficiency level that is higher or lower than a skill within the job role template. A Direct Marketing Specialist will be directed to select one or more Direct Marketing Specialty Skills Templates, in addition to their Profession Discipline/Job Role Skills Template, to better reflect his/her responsibilities. A Direct Marketing Strategist and Direct Marketing Manager will have the option to select one or more Direct Marketing Specialty Skills Templates. (In smaller Direct Marketing organizations, it is feasible that a Direct Marketing Strategist may also have the job responsibilities of the Direct Marketing Specialist).

The Direct Marketing Specialties are as follows:
(sub-bullets reflect general responsibilities within a specialty, not specific skills)

DM-Catalog Management
- Agency management
- Copywriting
- Layout, design
- Mechanical artwork
- Photos, Illustration
- Resource coordination
- Vendor management
- Measurements & reporting
DM-Creative Concept & Design
- Agency relationship & mgmt.
- Copywriting
- Layout, design
- Mechanical artwork
- Photos, illustration
- Resource coordination
- Vendor management
- Measurements & reporting
DM-Project Management
- Project plan
- Resource requirements & scheduling
- Vendor management
- Traffic management
- Results tracking
- Expense projection & tracking
- Measurements & reporting
DM-Print Production
- List definition
- Letter shop
- Mailing
- Testing
- Production facility coordination
- Resource coordination
- Vendor management
- Measurements & reporting
DM-Literature Fulfillment
- Request processing
- Customer service
- Inventory management
- Resource coordination
- Vendor management
- Measurements & reporting
DM-Opportunity (Lead) Management
- Response plan
- Request management
- Opportunity qualification criteria
- Scripting
- Channel linkage & training
  - Call Center Sales & Services
  - Client Reps & BPs
- Measurements & Reporting

The Direct Marketing Specialty Skills Templates are as follows:

    ____________________________________ ___________________________________  
   |                                    |            Skill Levels           |
   | DIRECT MARKETING SPECIALTY         |________ ________ ________ ________|
   |  - CATALOG MANAGEMENT              | (Base) |   Adv  |   Sr   |   Key  |
   |                                    |        |        |        |  Skill |
   |____________________________________|________|________|________|________|
   |                           CLIENT ENVIRONMENT                           |
   |____________________________________ ________ ________ ________ ________|
   | Client Relationships               |    2   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   |                             BUSINESS ACUMEN                            |
   |____________________________________ ________ ________ ________ ________|
   | Apply Basic Financial Concepts     |    2   |    3   |   3    |        |
   |____________________________________|________|________|________|________|
   | Use Message Management Tools       |    2   |    3   |   3    |        |
   |____________________________________|________|________|________|________|
   | Understand Message Template        |    2   |    3   |   3    |        |
   |____________________________________|________|________|________|________|
   | Understand Message Plan            |    2   |    3   |   3    |        |
   |____________________________________|________|________|________|________|
   | Select Among Media                 |    3   |    4   |   4    |        |
   | Alternatives-Message               |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand Message Creation &      |    3   |    4   |   4    |        |
   | Delivery                           |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Develop Marketing Messages         |    2   |    3   |   3    |        |
   |____________________________________|________|________|________|________|
   | Use Copywriting Techniques         |    3   |    4   |   4    |        |
   |____________________________________|________|________|________|________|
   | Ensure IBM Communication           |    3   |    4   |   4    |        |
   | Compliance                         |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand Copy & Visual Point     |    3   |    4   |    4   |        |
   | Analysis Issues                    |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Develop Contextual Design          |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Use Non-Verbal Communication       |    3   |    4   |    5   |        |
   | Technique                          |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Translate Concept/Idea Into Visual |    3   |    4   |    5   |        |
   | Form                               |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                             IBM ENVIRONMENT                            |
   |____________________________________ ________ ________ ________ ________|
   | Understand WW CRM Skills           |    2   |    3   |    3   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Offerings        |    3   |    3   |    4   |        |
   | Information Process                |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Supplier         |    2   |    3   |    3   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                           PROJECT MANAGEMENT                           |
   |____________________________________ ________ ________ ________ ________|
   | Track & Report Status              |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   | Record Project Resource & Schedule |    3   |    4   |    4   |        |
   | Data                               |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Manage Project Resource            |    3   |    4   |    4   |        |
   | Requirements                       |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Manage Project Change              |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Manage Contracted Resource &       |    3   |    4   |    4   |        |
   | Services                           |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Apply Project Management           |    2   |    3   |    3   |        |
   | Techniques                         |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                                PERSONAL                                |
   |____________________________________ ________ ________ ________ ________|
   | Creativity/Breakthru Thinking      |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|

    ____________________________________ ___________________________________  
   |                                    |            Skill Levels           |
   | DIRECT MARKETING SPECIALTY         |________ ________ ________ ________|
   |  - CREATIVE CONCEPT & DESIGN       | (Base) |   Adv  |   Sr   |   Key  |
   |                                    |        |        |        |  Skill |
   |____________________________________|________|________|________|________|
   |                           CLIENT ENVIRONMENT                           |
   |____________________________________ ________ ________ ________ ________|
   | Client Relationships               |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   |                             BUSINESS ACUMEN                            |
   |____________________________________ ________ ________ ________ ________|
   | Apply Basic Financial Concepts     |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   | Use Message Management Tools       |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Understand Message Template        |    3   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   | Understand Message Plan            |    3   |    3   |    4   |        |
   |____________________________________|________|________|________|________|
   | Select Among Media                 |    3   |    4   |    4   |        |
   | Alternatives-Message               |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand Message Creation &      |    3   |    4   |    4   |        |
   | Delivery                           |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Develop Marketing Messages         |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   | Use Copywriting Techniques         |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Ensure IBM Communication           |    3   |    4   |    4   |        |
   | Compliance                         |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand Copy & Visual Point     |    3   |    4   |    4   |        |
   | Analysis Issues                    |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Develop Contextual Design          |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Use Non-Verbal Communication       |    3   |    4   |    5   |        |
   | Technique                          |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Translate Concept/Idea Into Visual |    3   |    4   |    5   |        |
   | Form                               |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                             IBM ENVIRONMENT                            |
   |____________________________________ ________ ________ ________ ________|
   | Understand WW CRM Skills           |    2   |    3   |    3   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Offerings        |    3   |    3   |    3   |        |
   | Information Process                |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Supplier         |    2   |    3   |    3   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                           PROJECT MANAGEMENT                           |
   |____________________________________ ________ ________ ________ ________|
   | Track & Report Status              |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   | Record Project Resource & Schedule |    3   |    4   |    4   |        |
   | Data                               |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Manage Project Resource            |    3   |    4   |    4   |        |
   | Requirements                       |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Manage Project Change              |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Manage Contracted Resource &       |    3   |    4   |    4   |        |
   | Services                           |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Apply Project Management           |    2   |    3   |    3   |        |
   | Techniques                         |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                                PERSONAL                                |
   |____________________________________ ________ ________ ________ ________|
   | Creativity/Breakthru Thinking      |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|

    ____________________________________ ___________________________________  
   |                                    |            Skill Levels           |
   | DIRECT MARKETING SPECIALTY         |________ ________ ________ ________|
   |  - PROJECT MANAGEMENT              | (Base) |   Adv  |   Sr   |   Key  |
   |                                    |        |        |        |  Skill |
   |____________________________________|________|________|________|________|
   |                           CLIENT ENVIRONMENT                           |
   |____________________________________ ________ ________ ________ ________|
   | Client Relationships               |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   |                             BUSINESS ACUMEN                            |
   |____________________________________ ________ ________ ________ ________|
   | Apply Basic Financial Concepts     |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Track Message & Message Plan       |    3   |    4   |    4   |        |
   | Results                            |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Use DB Applications &              |    2   |    3   |    4   |        |
   | Tools-Message Plans                |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Use Message Management Tools       |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Understand Message Template        |    1   |    2   |    2   |        |
   |____________________________________|________|________|________|________|
   | Understand Message Plan            |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Understand Message Creation &      |    2   |    3   |    3   |        |
   | Delivery                           |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                             IBM ENVIRONMENT                            |
   |____________________________________ ________ ________ ________ ________|
   | Understand WW CRM Skills           |    1   |    2   |    2   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Offerings        |    2   |    3   |    3   |        |
   | Information Process                |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Understand WW CRM Supplier         |    2   |    3   |    3   |        |
   | Management Process                 |        |        |        |        |
   |____________________________________|________|________|________|________|
   |                           PROJECT MANAGEMENT                           |
   |____________________________________ ________ ________ ________ ________|
   | Initiate Projects                  |    2   |    3   |    3   |        |
   |____________________________________|________|________|________|________|
   | Develop Project Cost Structures    |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Define/Estimate Work Tasks         |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Use Estimating Planning Tools      |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Develop Project Plans              |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Project Track/Report/Deliver       |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Track & Report Status              |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Record Project Resource & Schedule |    3   |    4   |    4   |        |
   | Data                               |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Manage Project Resource            |    3   |    4   |    4   |        |
   | Requirements                       |        |        |        |        |
   |____________________________________|________|________|________|________|
   | Manage Project Risk                |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Manage Project Change              |    3   |    4   |    4   |        |
   |____________________________________|________|________|________|________|
   | Manage Contracted Resource &       |    3   |    4   |    4   |        |
   | Services                           |        |        |        |        |
   |____________________________________|________|________|________|________|

    ____________________________________ ___________________________________  
   |                                    |            Skill Levels           |
   | DIRECT MARKETING SPECIALTY         |________ ________ ________ ________|
   |  - PRODUCTION & PRINTING           | (Base) |   Adv  |   Sr   |   Key  |
   |                                    |        |        |        |  Skill |
   |____________________________________|________|________|________|________|
   |                             BUSINESS ACUMEN                            |
   |____________________________________ ________ ________ ________ ________|
   | Apply Basic Financial Concepts     |    3   |    4   |