IBM's efforts to sell directly to CMOs and other front-office execs will lead it to...
IBM's efforts to sell directly to CMOs and other front-office execs will lead it to "increasingly collaborate and compete with companies like [ad agencies] WPP, Omnicom and Publicis," observes IDC's Gard Little. A need for new growth opportunities (revenue is expected to fall 0.9% Y/Y in 2013), together with the fact non-IT execs are becoming more interested in tools for analyzing business data and interacting with customers/partners, has led IBM to broaden its horizons beyond traditional CIO-focused solutions. The company's new cloud apps/services help drive this home.
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