What is Ecosystem Marketing?

By

Ecosystem Marketing at IBM is a dynamic field that involves working with a wide network of partners and distributors, and value-added resellers. IBM Partner Ecosystem Marketers play a crucial role in understanding the entire ecosystem across all go-to-market (GTM) motions — Build, Sell, and Service. This means they are experts in the offerings and market trends, knowing what’s important to various stakeholders and why, and how IBM, along with Business Partners and Value-Added Distributors (VADs), can uniquely drive business success.

What’s it’s like to work at the intersection of technology, strategy, and partnership? Let’s dive into the unique perks of this exciting field, as shared by some of our passionate team members from around the world.

If Ecosystem Marketing sounds like a career fit for you,  browse through and apply to any of our job openings or join our Talent Network to receive updates on events and career opportunities.

 

The Power of Partnerships

At the heart of Ecosystem Marketing is the concept of partnership. IBM collaborates with a variety of technology companies, from industry giants to innovative startups. “Our focus as Marketing and Communications professionals is not just to capture and create demand, but to enable thoughtful decision-making that puts our clients and partners at a point of leverage for sustained growth. The purpose is much deeper,” said Santosh, Asia Pacific’s Ecosystem Marketing Leader.

This focus on creating value through partnerships means that your role often extends beyond traditional marketing functions.

“A purpose-driven organization needs to have strong alignment across operations, finance, engineering, and sales functions.” Said Santosh. “At IBM, Marketing and Communications is not an afterthought, but has a seat at the table to co-create interactions that effectively articulate the business value of our products and solutions.”

 

Endless Opportunities for Development

One of the standout features of working in Ecosystem Marketing at IBM is the sheer diversity of roles and responsibilities. This variety keeps the job fresh and engaging.

“If you wish to take up a career in Marketing and Communications, then focus on a specific domain,” recommends India-based Bharati , IBM’s Brand, Communications & Social Lead.” Deep skills are valued as the teams tend to be in squads/workstreams where there is always a need for diverse practitioners. You can also take up diverse roles – even move to sales, with the right experience.”

 

Watch this video to learn more about the culture within the IBM Marketing and Communications team in India.

 

For those who thrive on dynamic work environments, Ecosystem Marketing offers a constantly evolving landscape where you can wear multiple hats, while continuing to learn.

“Within IBM, there are countless opportunities for growth and career advancement. Each job has its unique learning experiences, builds new skills, and offers opportunities for growth,” said Maggie, IBM’s Ecosystem Marketing Lead for Malaysia, who has transitioned from sales to various marketing roles over her 18-year tenure.

 

 

IBM’s commitment to employee development is evident in the stories of professionals like Ciprian, who started his career in the world of Partner Marketing more than ten years ago.

“I have held five different roles over the past 10+ years, and the lessons I’ve learned involve leadership, teamwork, and resilience – all things that fueled my desire to become essential to the clients and partners I work with.” Now, Ciprian is the Ecosystem Solutions Marketing Managers Leader for Storage in EMEA (Europe, Middle East, and Africa).

Catalin, who is also based in Romania, started his IBM journey working with Nordic IBM Business Partners, helping them build successful co-marketing campaigns. He then went on to leading the Ecosystem Marketing team in the Middle East and Africa. “This role helped me understand the business landscape for one of the fastest-growing regions in the world, dealing with challenges and complexity, and making decisions under pressure. I had the opportunity to work and meet with people across the region, participate in events, and see the value IBM technology delivers,” said Catalin. His experience showcases the leadership opportunities at IBM.

 

A Culture of Innovation and Inclusion

The culture at IBM is one of innovation, inclusion, and continuous improvement. Roxana is the Brand, Social & Signature Events Strategist for EMEA, and reflects on her decade-long career:

“One constant of these 10 years was change. Resilience, a growth mindset, and curiosity are essential. Other principles that I care very much about, and that IBM has aplenty, are diversity & inclusion, constant learning resources, constant growth, and reinvention,” Said the IBMer, who is based in Bucharest, Romania.

 

Watch this video to learn more about the culture within the IBM Marketing and Communications team in Romania.

 

 

Discover your potential at IBM

The Ecosystem Marketing team at IBM offers a unique blend of opportunities, challenges, and rewards. From diverse roles and meaningful partnerships to endless growth opportunities and a culture of innovation and inclusion, IBM provides an environment where you can thrive professionally and personally.

If you’re curious about a dynamic career that leverages cutting-edge tools and promotes continuous learning, the Ecosystem Marketing team might just be the perfect place for you. Join us and discover the world of possibilities that await.

 

4 Print