In this presentation, Nancy Hensley from IBM, talks about her growth awakening and how IBM embraced a growth mindset to make products more consumable.

1. The Growth Awakening - How IBM
embraced a growth mindset to
make products more consumable
Nancy Hensley, IBM

2. IBM Analytics Hybrid Cloud
The Growth Awakening
How IBM Embraced a Growth Mindset to Make
Products More Consumable
Nancy Hensley, Director of Growth, Strategy & Ecosystem

3. IBM … some fun facts
• Founded in 1911
• Today we have over 400,000 employees and we operate
in 170 countries
• We helped go to the Moon (Apollo Mission 1969-1971)
• We have had 5 employees win the Nobel Peace Prize
• We hold the record for the most patents filed for 24
consecutive years
• Inventions include - ATMs, the hard disk, SQL, UPC
barcodes, DRAM, magnetic strip, airline reservation
system, Watson !!!

4. Growth @IBM Hybrid Cloud
1. New digital models
2. Data driven
3. Growth through Ecosystem
Discovering new
ways to engage
clients & partners
to achieve growth

5. My Growth Awakening
How did I
discover
Growth Hacking?

6. And then it set in,
cold hard fear of
failure …...

7. I told everyone I
could about
Growth Hacking …
And I usually got a
look a lot like this

8. Finding Growth in Unlikely Places
0
5
10
2015 2016 2017 2018 2019 2020
Market Growth %
How do you find growth in a
market that looks like this?
• The market for on premise
software was growing at a
slower pace
• Clients heavily invested
• Best in class solutions were
difficult to get, difficult to set
up

9. In Search for My Inspiration
Change the
consumption
model to
achieve growth

10. Off and Running with SPSS
• SPSS Statistics has millions of users across 250,000 organizations
• Used by Academics, Students, Business Analysts
• Sold through F2F and Tele, some Digital
• Growth was stalled
Clients wanted 3 key things
1. Flexible pricing & licensing
2. Easy access/download
3. Better support/easier to get
-27
“Good product but the
whole process of
pricing, quoting
downloading and
communication with IBM
is complicated, slow,
bureaucratic and
archaic. It's incredible
for a technology
company.”

11. What does growth look like?
Growth in adoption
Improve NPS
Grow faster than the market
Change the experience to meet
the buyer’s needs/wants
Agile

12. Assemble the Squad
Success is dependent on all aspects
of the team being “all in”
Growth Lead
• Product Management
• Portfolio Marketing
• Performance Marketing
• Sales
• Development
• Support
• Digital Business Group
Growth is a TEAM SPORT

13. How easy is it to try and find SPSS Statistics???
Digital journey
or digital
scavenger hunt?

14. IF you found it…

15. Today, Streamlined, Simple, Fast

16. Shift from Enterprise to Consumer Buying Experience
$1,210 - $8,000 per year
Call your rep for updates
Support scavenger hunt
$99 per month, cancel any time
In product updates
In-product support & community

17. Did it Work? YES!
“The initial download was quick and smooth, the
program itself is excellent, the trial length time is
perfect for getting a good feel for the software and
I have appreciated the communication. Thank you
very much.”
ü NPS moved up 50 points within
weeks
ü Trial numbers improved by 40%
ü Digital Sales improved 50%
We had a Jagerbomb

18. Growth Projects Never End
Improve
Measure
Improve more
Measure more …
• A/B tests
• SEO
• Fresh content
• Enhanced support experience
• Enhanced learning
• Improved nurture
• Focus on bottom of the funnel

19. Data Driven
Growth starts with
moving beyond revenue
as a success factor
NPS is king

20. What’s Next?
• New experiences with Statistics &
Data Science Experience
• Virtualized Test Drives –
Information Governance
• Integrated, in-product support
• Follow on journey

21. Thank you, let’s keep the conversation going
@nancykoppDW

22. Want video access
Jamie Siminoff, Ring
This
could
be
you!
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