02 IBM AS CLIENT ZERO
Before we advise clients, we transform ourselves.
In 2019, IBM set out to overhaul its global marketing and operations across 175 countries, turning complexity into productivity, velocity and measurable commercial growth.
THE BASELINE IN 2019
Complexity was fragmenting customer journeys and slowing teams down.
To deliver a world-class customer experience, IBM had to address three core structural challenges:
Technology Sprawl
70+ Platforms
Marketers were relying on over 70 disparate platforms with millions of siloed data points, creating data blindspots and integration friction.
Content & Asset Explosion
40M+ Pages
Over 40,000,000 web pages and 500,000 digital assets. Teams struggled to locate content and continually recreated duplicate assets.
Global Silos
5,000+ Marketers
More than 5,000 marketers supporting 100+ products across 175 geographies, working in disconnected regional teams.
THE TRANSFORMATION PLAYBOOK
A structured, multi-phase evolution from fragmentation to AI-native execution.
Each phase built the foundation for the next, culminating in today's agentic operating model.
Introduced a modern data mesh approach including common management processes, shared metrics, and strict data quality standards.
Simplified org structure, trained 100% of staff on Agile, co-located multidisciplinary squads, and established a globally integrated shared-services model.
Partnered with Adobe & Salesforce to implement a unified platform foundation that manages customer relationships holistically across channels.
Deployed watsonx and generative AI to increase personalization, accelerate seller productivity, improve growth, and eliminate manual busywork.
Reimagining end-to-end workflows and the marketing operating model with autonomous and collaborative AI agents at the center.
MEASURABLE DIVIDENDS
Leaner, faster, and more productive.
By focusing on simplification of people, processes, and marketing technology, IBM unlocked substantial capital and time to reinvest in growth.
$500M+
Over USD 500 million taken out of marketing costs by organizing, simplifying and automating marketing processes.
75%
Web pages and digital campaigns come to market 75% faster than before, dramatically improving responsiveness.
48K+ hrs
IBM sellers saved 48,000+ hours by accessing the right insights, customer intent signals, and resources in real time.
40+ to 1
Consolidated over 40 disparate asset platforms into 1 central digital asset management system using Adobe Experience Manager.
~30K / wk
On average, 30,000 high-propensity buying intent signals are directed to sales teams each week, accelerating deal velocity.
