The Marketing Strategist:

Marketing Excellence Award Winners 2010

November 2, 2010

  • News, MEA
Overview | Guidelines | Application | Previous Winners

2010 Award Winners

Winners Press Release

Developing & Launching New Offerings Diamond Award: IBM Corporation Gold Award: Capgemini Gold Award: Cisco
Enabling Sales Diamond Award: Cisco Gold Award: Avaya Gold Award: Microsoft
Lead Generation, Management, and Measurement Diamond Award: BT Gold Award: Hewlett-Packard Corporation
Marketing with Social Media Diamond Award: IBM India Gold Award: TELUS
Thought Leadership Marketing Diamond Award: IBM Gold Award: GE Healthcare

Developing & Launching New Offerings

IBM - Diamond Award WinnerDiamond Award: IBM Corporation Business Analytics and Optimization Services In April 2009, IBM Global Business Services launched Business Analytics and Optimization Services (BAO) to help clients make better decisions by harnessing the exploding volume, velocity, and variety of information. IBM Global Business Services’ consulting practice—in collaboration with Marketing and Communications—leveraged IBM Research and technology to build a portfolio of more than 100 BAO solutions. Through an innovative offering launch, more than 4,000 consultants were armed with thought leadership studies, advertising, events, and interactive and social media tactics. Seven Analytics Solution Centers worldwide now support client co-creation. Ultimately, Marketing’s efforts defined and demonstrated BAO’s value, engaged the public, and positioned IBM as the BAO industry leader. CapGemini - Gold Award WinnerGold Award: Capgemini Capgemini’s Quality Blueprint Global Marketing Program With a rich array of sales enablement assets tailored for financial services customers, Capgemini’s Quality Blueprint is a testing program designed to transcend alignment and execution issues inherent across business units and regions, package complex service offerings with highly relevant and differentiated marketing messages, and expand existing account footprints by leveraging a new wedge offering to generate larger testing sales. Capgemini’s differentiated packaging includes sales toolkits, sales training, e-marketing and telesales, external events, analyst and public relations programs, along with a marquee piece of thought leadership, the Financial Services World Quality Report, developed by Capgemini, HP, and Sogeti. For more information, visit Cisco - Gold Award WinnerGold Award: Cisco Cisco Smart Care Program Smart Care offers Cisco partners a new value proposition.  It creates a uniquely advantaged collaborative services platform that provides partners massive infrastructure strength, tools, and resources.  It empowers distributors and partners to add unique branding and expertise to managed services.  Smart Care enables partners to provide comprehensive network-level technical support, ongoing network monitoring, and proactive maintenance, all under a single service contract, delivered by the partner and backed by Cisco. Smart Care gives partners the tools they need to raise their game to a whole new level, creating customized network services that are more effective for their customers and resistant to commoditization.

Enabling Sales

Cisco - Diamond Award WinnerDiamond Award: Cisco Cisco Services Accelerate Program Accelerate’s mission is to offer world-class sales enablement to global services partners that Cisco cannot touch directly. Accelerate delivers targeted, relevant online resources coupled with incentives and rebates to help partners engage. It provides leading practices, tools, and knowledge transfer that help grow repeatable, profitable customer engagements.  With Accelerate, partners transform their businesses in alignment with Cisco. Gold Award: Avaya While You Were Sleeping 2.0 Avaya Global Services has award-winning diagnostic and resolution tools and teams that resolve 99% of customer troubles remotely. Because so much value is created remotely in Avaya’s support offerings, customers often don’t see hard evidence of the value of their maintenance dollar.  That’s why Avaya created the “While You Were Sleeping 2.0” report. This report provides customers with actual metrics for the monetized value of their maintenance, response, resolution, performance, customer satisfaction scores, web services usage, and more. Proving this value to customers will result in protecting $500 million in revenue annually, and will create up-selling opportunities of $33 million. For more information, visit and click on “What’s New.” Microsoft - Gold Award WinnerGold Award: Microsoft Enabling the Cloud for the Microsoft Partner Channel: Quickstart for Online Services Cloud computing introduced an exciting transformation not only in the way consumers use software, but also in how companies distribute and sell it. As a company founded on traditional on-premises software, Microsoft’s channel infrastructure was not designed for the new needs of partners selling Cloud Services. The solution was “Quickstart for Online Services,” a new onboarding, training, and support program for Microsoft’s channel of 600,000 partners. Quickstart enabled the rapid adoption of new Cloud Services initiatives and created scalable communications engines for partners and products. Today, Quickstart is seen as the standard for current and future Cloud Services communications. For more information, visit or

Lead Generation, Management, and Measurement

Diamond Award: BT Global Key Account Marketing Live BT Global Services has designed “KAM Live” to provide real-time news, data, and compelling insight to the account managers of 120 of BT’s top multinational accounts every 24 hours—helping them to better understand and serve their customers. Forced to innovate during the downturn, BT Global Services designed KAM Live to automate and accelerate what had been a slow and manual research process, and provide valuable information from multiple sources to the right people at the right time.  As a result, KAM Live is helping BT Global Services improve customer relationships, increase its pipeline, and shorten the sales cycle. Gold Award: Hewlett-Packard Corporation HP - Gold Award WinnerHP Technology Services Global Campaigns Integrated Marketing Model HP Technology Services developed an integrated marketing model that quadrupled demand-generation campaign response rates, increased marketing’s pipeline contribution share by 50%, and improved the closed/won conversion rate for marketing-generated leads by 37%. The model aligns the entire Technology Services marketing organization—at the worldwide, region, and country levels—behind four high-growth services initiatives. Its innovative go-to-market campaign approach integrates sales enablement, sales training, analyst and public relations, and demand generation activities through comprehensive end-to-end plans. In-depth market and customer analysis, pre-launch ROI assessments, and campaign metrics dashboards are also key elements for optimizing results.

Marketing with Social Media

IBM - Diamond Award WinnerDiamond Award: IBM India CFO Connect through Social Media The IBM CFO Connect through Social Media was piloted in India to position IBM as a thought leader among the Indian Chief Financial Officer (CFO) community, build new relationships, and create a trusting dialogue leading to new opportunities to solve client CFOs’ most pressing issues. IBM India’s CFO, Robert Parker, teamed with marketing to jumpstart existing programs and engage with more than 380 of India’s top CFOs in less than a year.  Leveraging social media channels such as LinkedIn, Twitter, and blogging, Robert is now host to LinkedIn’s largest CFO community and a sought-after expert who tops unpaid search lists for CFO issues in India. TELUS - Gold Award WinnerGold Award: TELUS TELUS Reinvents the B2B Marcomm Model by Embracing Social Media and Marketing/Sales Automation Faced with the challenge of connecting with its busy business customers, TELUS Business Solutions launched an innovative social media strategy designed to engage customers and encourage dialogue. Businesses can come together, exchange ideas, and gather expert advice at The site’s architecture allows TELUS to deliver a stream of detailed customer profiles to its sales team, helping them to identify and pursue qualified sales leads. With this strategy, TELUS not only became one of the first Canadian B2B telecommunication companies to successfully implement a demand generation strategy leveraging social media and marketing/sales automation, but also surpassed its objective and reduced cost per lead by 30%. For more information, visit

Thought Leadership Marketing

IBM - Diamond Award WinnerDiamond Award: IBM IBM SmarterCities In June 2009, IBM convened the first SmarterCities event with senior government and business leaders, examining how to spur economic development, modernize infrastructures, and transform cities. This started the movement to position IBM as the leader in delivering solutions and understanding the interconnected system of systems in which cities operate. The global SmarterCities marketing strategy included a 360-degree set of tactics demonstrating how IBM makes SmarterCities real for clients through repeatable solutions, references, case studies, and content co-created with clients. By the end of 2010, SmarterCities events will reach 20,000 senior leaders from more than 300 cities and 70 countries. GE Healthcare - Gold Award WinnerGold Award: GE Healthcare Taking Thought Leadership to The Next Level Performance Solutions, a healthcare consulting business within GE Healthcare, wanted to raise its awareness and credibility among hospital C-suite executives. The group created a robust thought-leadership marketing strategy built around marketable personalities, proprietary content, and multi-touch distribution. Central to the strategy is a non-commercial website——which offers insightful and provocative commentary on key healthcare issues.  With blogs, white papers, educational videos, case studies, polling, and other “dialogue openers,” this thought leadership site has already opened the door for meaningful contact with the target audience while becoming a model for customer-centric digital marketing within GE. For more information, visit

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