The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

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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.

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 ...