IBM STG部门重组已经有一段时间了，新部门一改过去按照产品线来划分部门的方式，重组成4个客户部门，它们分别是面向大型企业和机构客户、中小企业客户、包括零售、电信和医疗在内的“行业系统”以及IBM定制服务器的客户。IBM这次部门重组让人立马联想到惠普几年前那次以客户为中心的部门重组。那么IBM为什么要在这个时候对STG部门进行部门重组呢?这次STG部门重组对于争夺潜力巨大的SMB市场胜算如何呢?
IBM STG部门重组势在必行
从最近几年IDC和Gartner等权威机构的调查数据显示：IBM公司在最近几年业绩非常的好，在服务器销售收入方面一直占据着第一的宝座。但是，在辉煌光环的背后，IBM却面临来自惠普、Dell以及国内中小厂商越来越大的压力。虽然IBM公司在服务器销售收入方面稳居第一，但是在出货量方面，IBM公司却是相形见绌，惠普和Dell在出货量方面都已经超过IBM。中小企业市场之大决定了其需求量将会很大，也就是说对中低端服务器、存储产品需求量大，因此出货量则中小企业客户部门业绩好坏的指标之一。
未来中小企业市场必将逐渐趋于成熟，中小企业用户选择区域理性化、多元化。在X86平台方面，IBM将要面对的除了惠普、Dell这样的老对手外，还要面对国内众多诸如曙光、浪潮、宝德等厂商。而安腾平台经过几年的发展，已经日益成熟，现在逐渐能够和IBM的Power系列产品掰掰手腕了。可以说IBM各条产品线都收到了来自各方的强力挑战。
生于忧患，死于安乐，IBM STG部门重组也就势在必行了。
IBM的劣势和渠道的优势
中小企业的特性决定了其需要灵活、高效、省钱的产品或者解决方案。如何给中小企业用户提供灵活、高效的产品或者解决方案就体现出IBM的劣势和渠道商的优势了。象IBM这种大公司体制注定了其内部沟通成本比较高，如果遇到那种IT需求简单的中小企业用户，那么通常低端的X系列及其相应的存储产品就可以解决问题，如果遇到那种需要有解决方案的中小企业用户，那么IBM的内部沟通成本问题就显现出来了，渠道商通常更加适合给用户提供更加快速、灵活、高效的解决方案，虽然可能在解决方案方面不如IBM全面，但更有效率、成本更低，也就意味着更加适合中小企业。
IBM STG部门重组未必失败
IBM这次STG部门重组难免会让人想到2003年惠普的那次部门重组，因为这两次都是以客户为中心的部门重组。惠普最终以回归产品线来划分部门宣告重组失败，但是IBM STG这次部门重组却未必失败。理由如下：
一、销售平台改组更符合中国国情
IBM STG全球部门只分为两类：大客户和低于1000人的中小客户。而这次STG部门重组显得具有中国特色，更加符合中国国情。对于IBM这样的产品线漫长、解决方案众多的供应商，原来的以产品线为主的销售平台的确是不利于客户的询价、比价。就那IBM服务器产品线来说，对于中小型公司选购服务器来说，就有三种答案：System X系列、低端的System P系列、低端的System I系列，每个系列还有对应的各种存储、软件解决方案，最终整合出来的解决方案可能会是五花八门，此类中小用户可谓是选择多多、“幸福的烦恼”多多。又有如中型企业来说，用户可以选择IBM的 System P系列或者System I系列。总之，以产品线划分让用户在咨询、比较等方面带来困惑，同时也增加了IBM内部沟通、分销成本。 因此，面对行业背景纷繁复杂、需求千变万化的中小企业市场，IBM整合低端硬件销售模式和资源的确是有利于降低IBM自身的内部沟通成本和分销成本。
二、渠道商重组：化繁为简
本文上面也提到了渠道商的问题，渠道商的重组对IBM只有利，没有弊。拿IBM的System P系列和System I系列来说，笔者看不出IBM为何这么划分产品线，只能认为是IBM的历史遗留问题所导致。P系列和I系列在底层硬件、中间件两方面基本相同。不同的只是操作系统和管理界面，一个用的是i5/OS ，另外一个是AIX。这两大系列面对的客户层次却几乎一样。虽然可能会在一些具体应用解决方案有差异，但通过整合完全可以满足用户的需求。而整合好渠道商，无疑对于刺激销售，提高市场份额有着立竿见影的效果。
因此，面对惠普和Dell在中小企业市场的强势，IBM STG部门改革最终结果如何，还有待时间来检验。
SWG (Software Group) 软件产品部
IBM Software Group offers the most powerful and comprehensive suite of middleware for businesses of all sizes to compete and win in the marketplace. From the best collaboration platform offered by our Lotus brand to the strongest enterprise systems management tools offered by our Tivoli brand, no others can even come close.
Software Group is the world's largest provider of middleware and the second-largest software business in the world. It contributes about 15 percent of IBM's total revenue and one-third of its profits. It has 40,000 employees, including the world's largest direct software sales force of 10,000 people.
SWG works with 90,000 business partners worldwide, with more than 100 strategic ISV alliances. It has 30 software research labs worldwide; 24 on-demand software centers; and 14,000 employees dedicated to open software technologies, including Linux, Java and XML. ibm_com
Ibm_com sells IBM products via on demand channel by integrating the telephone and Web for people to learn, shop, buy and get self-service support. This offers fast and easy access to IBM's products and business expertise and enables IBM to be Number 1 in client satisfaction. Technical Sales Support (TSS)
In order to provide effective and efficient technical support to IBM China customers, business partners and IBM internal employees, the Technical Sales Support ( hereafter referred to TSS - its original name is TSC, Technical Support Center, and changed to TSS since 2003),organization was founded in July 1997. At the beginning, we only support one platform – IBM RS6000, with the growth of TSS, now, almost all IBM products were supported by TSS, including eServer, storage, POS, PC, printer, middleware, etc. Sales Operation
IBM Global Sales Operations is a global integrated enterprise that supports sales execution
Our team consists of more than 2,800 professionals, worldwide, supporting the brand, geography, sector and customer set sales forces with specific brand and business unit expertise and deep knowledge of sales processes and sales management to provide a high level of service and focused attention on brand or business-specific needs. We also provide support for processes aligned with sales, clients, and product development. Marketing Communications
Marketing’s mission is to increase brand value and achieve business objectives by anticipating and assessing marketplace opportunities in order to develop and implement leadership strategies and measurable plans that drive differentiated, customer – relevant offerings supported by optimal routes-to-market, technical support, integrated marketing communications, processes and tools.
Marketing’s role is to：
Increase IBM’s brand value and achieve IBM’s business objectives
Assist General Managers with strategic business planning and decision making by providing marketplace insight
Align Offering Development to customer requirements and appropriate Routes to Market and Channels
Build and Sustain consideration and preference for IBM through high impact marketing programs with enablement targeted by Channel
Execute programs that enable and support the selected Routes to Market to capture revenue, share and profit
Business Partner Operation (BPO)
BPO (business Partner Operation) team is one key sales BU of total IBM sales team, take lead all of cooperation between IBM and Distributors/Resellers/SPs. The detail working content include infrastructure, Recruitment, Enablement, Engagement and Incentive. Deal Hub
Deal Hub has a team of experienced bid managers who work with opportunity owners, taking a leading and influential role in the bid team to meet client deadlines with high-quality deliverables. Sectors (Communications, Industrial, Public, Financial Services, Distribution)
IBM sectors focus on developing relationship with clients and identifying their business problems which may turn into IBM opportunities.
Communications Sector (Comm)
The communication Sector continues to drive emerging growth and market share across the telecommunications, media & entertainment, energy and utilities etc.
Industrial Sector (Ind)
The Industrial Sector is focusing in the following key industries: Automobile, Electronics, Chemicals & Petroleum, Aerospace & Defense.
Public Sector (Pub)
The Public Sector focuses on serving customers in government, postal, social services and social security, etc.
Financial Services Sector (FSS)
The Financial Services Sector is focused on three key industries: Banking, Financial markets and Insurance.
Distribution Sector (Dis)
The Distribution Sector expects rapid market growth and improving market share across all industries, which is focusing efforts on four key industries: Retail, Consumer Packaged Goods, travel and transportation, etc. General Business (GB)
GB focused on targeted small and medium revenue-generated companies. BOC Integrated Account
Bank of China is one of the Big Four state owned banks in China. It is also among the top five largest bank in the world by market capitalization. With an IPO June 2006, it current has a free float at around 25%. Being the most international brand from China's financial services sector, Bank of China has the longest history operating outside of China. It has branches on every inhabited continent, including operations in over 27 countries.
IBM has a global integrated account structure to partner with Bank of China. It's a global coverage model and first ever such partnership to a financial services institution in China. It is a structure that takes into consideration the depth and breath of Bank of China's global reach and interntional requirements. It is also an innovation to help leverage IBM global resources to better serve our clients. ICBC Integrated Account
Industrial and Commercial Bank of China (ICBC) is one of the Big Four state owned banks in China. It is also the largest bank by market capitalization and one of the most profitable banks all over the world.
IBM has a global integrated account structure to partner with Industrial and Commercial Bank of China. It's a global coverage model that takes into consideration the depth and breath of ICBC's globalization and international requirements. It is also an innovation to help leverage IBM global resources to better serve our clients. China Procurement Center (CPC)
China Procurement Center (CPC) located in Shanghai & Chengdu (works as SH's satellite center) is one of the three global procurement centers in IBM. CPC supports GCG, Korea, Japan, & other AP countries in service & general procurement, covering the functions of purchase order execution, supplier management, business control, data mining & analysis, IT & tools supporting, and etc.作者: sxajiajia 时间: 2009-4-28 14:58
不错不错
很有价值
谢谢楼主作者: foreverlily 时间: 2009-4-29 13:13
职位的好复杂啊作者: DDDNNSS 时间: 2009-4-29 16:28
不错不错
很有价值
谢谢楼主作者: Fighting吹泡泡 时间: 2009-5-2 13:45
不错，非常满意作者: 北邮葡萄 时间: 2009-5-7 11:17
多谢楼主喽作者: 蔓殊菲儿 时间: 2009-5-12 11:01
我也觉得职位有点复杂，可能因为人家是大公司吧作者: chrissia 时间: 2009-5-17 20:24
谢谢！很有用的信息~ 1#就业新闻发言人作者: mrjefferson 时间: 2009-5-19 01:26
这么复杂，都不知道怎么申请了
慢慢看完再说作者: 新丁 时间: 2009-5-19 10:02
就是就是~~~希望有更多牛人来解释一下职位的不同作者: lovinbibi 时间: 2009-5-19 18:10
看着真难受
招人搞这么复杂 显摆什么啊作者: AArnold 时间: 2009-5-19 19:16
谢谢楼主！！！
Thank you, LZ!!!作者: SimpleAndSmart 时间: 2009-5-21 16:09
很好很强大～～～多谢LZ作者: xuhui_crazy 时间: 2009-5-22 14:00
:110)谢谢~~~~~~~~~~作者: tracyming 时间: 2009-6-2 23:35
有所了解了~thanks~！多谢lz作者: xuhui_crazy 时间: 2009-6-3 22:07
好多啊~~~~~~~~~~~~~~~~~~~~~~~~~作者: lovexiaojing 时间: 2009-6-4 23:06
多谢楼主啦，7号上午一面，希望用得上作者: 好民法老 时间: 2009-6-6 17:09
:110):110)作者: christinepan 时间: 2009-6-11 15:44
同感，职位分得好复杂。。。finance &plan也是这个部的么？作者: d70ser 时间: 2010-3-19 22:20
这个真实用，谢谢楼主啦作者: xchansun 时间: 2010-4-26 18:30
很是具体 谢谢作者: grace19860101 时间: 2010-5-9 13:13
学习学习
正在研读更大篇幅的介绍作者: 简Andrea 时间: 2011-6-6 03:13
谢谢！！！！！作者: 堇岚 时间: 2011-6-7 01:46
要是是翻译好的就好啦T.T 看英文好辛苦…作者: cathen0023 时间: 2011-6-20 21:21
正好需要了解这些呢~~非常感谢作者: cathen0023 时间: 2011-6-20 21:22
正需要了解这些呢，非常感谢~~
