IBM's Strategic Account Plan Program Transformation Story: Utilizing Watson Analytics to identify insights for long term growth

Carolyn Lese, Global Program Leader, Strategic Account Planning, IBM Global Markets, Strategy and Solutions

Thursday | February 8 | 10am CST

SAMA Focus Area

Account planning, customer orientation, customer knowledge

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IBM Strategic Account Planning (ISAP) is an innovative client management program focused on the development and management of long-term, collaborative growth strategies for IBM Client teams. The purpose of the program is to bring together a unified cross-business unit IBM team to develop a multi-year, iterative account strategy with a focus on understanding the client's goals, developing IBM initiatives and solutions to support these client goals with actionable plans.

In July of 2016, the IBM team embarked on a transformation of the account planning program. The first phase of the transformation began with a shift in program focus from an internal IBM planning process to an external client focused strategy program. A new account plan workshop process was rolled out incorporating principles of IBM Design Thinking and teaming to change how account teams think about strategic 2-3 year opportunities with clients aligned to the client goals. The new workshop promotes cross-team collaboration and building robust stakeholder management strategies.

Enhancements were made to the account plan application including customizable, real-time client news feeds, daily feeds to the opportunity management system data and a strategy summary view. The key to a successful client management program is having visibility to seeing long term strategic initiatives morph into tactical opportunities in the downstream opportunity management system which is one of IBM's key measures of success.

Recently, the IBM team launched Watson Analytics dashboards which provide data insights on account plans for each geography and industry leader. The data insights support driving revenue growth for IBM by identifying aggregated client plan data on goals, industry solutions, strategic imperatives and market dynamics.

The transformed ISAP program has become the essential client management system bringing value and driving insights to drive IBM growth with clients.


Complimentary to the public!

Presenter Information

LaVon Koerner

Carolyn Lese is the Global Program Leader for IBM Strategic Account Planning. In this role, Ms. Lese leads the strategy and execution of IBM's account management program, adopted by 1500 IBM account teams worldwide. She is a seasoned leader with over twenty-nine years of experience in strategy, sales, marketing and consulting for technology, financial services and retail industries. In her 16 years at IBM, Ms. Lese has held both client facing and internal management positions. She started her career at IBM in consulting, leading a transformation strategy team within IBM. Her diversified career in IBM includes positions in Corporate HR and Talent Management, Software Strategy, Sales Incentives and Quota Design. Prior to her current role, Ms. Lese was a Client Sales Executive on IBM's Morgan Stanley account team.

Before joining IBM, Ms. Lese held positions as a Director of Business and Customer Strategy at Mainspring, Director of Consulting Innovation at Scient and an eCommerce Manager at Ernst and Young. Ms. Lese has a BA from University of Vermont and an MBA from Columbia Business School.

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