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Case Study: Role-Based Marketing Links Sales and Marketing Across IBM Software Group

At IBM Software Group, one effective use of a Screaming Angel technique is the role-based approach to marketing with a focus on our 40 roles (see Figure 1).

Figure 1. Roles analysis and prioritization for IBM software group.

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Buell Duncan runs Software Group marketing, connecting the dots between five of IBM’s core software brands. But he views the focus on role-based marketing as doing more than connecting with the customer—he sees it further connecting sales with marketing. As Duncan explains it, “In connecting the sales and marketing ...

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