IBM Corporation

In 2004, IBM introduced a set of broad OR-based initiatives designed to improve the efficiency and productivity of its global sales force. The first solution, OnTARGET, provides a set of analytical models designed to identify new sales opportunities at existing IBM accounts as well as non-customer companies. The objective of the second solution, the Market Alignment Program (MAP), is to optimally allocate sales resources based on field-validated analytical estimates of future revenue opportunity in each operational market segment. The development of both sets of analytical models, as well as the underlying data models and web sites used to deliver the overall solutions, will be described. The combined initiatives have resulted in a revenue impact estimated to be in the hundreds of millions of dollars annually.

IBM Corporation: Shiva Kumar, Matt Callahan, Matt Collins, Alexey Ershov
IBM T.J. Watson Research Center: Rick Lawrence, Claudia Perlich, Saharon Rosset

In 2004, IBM introduced a set of broad OR-based initiatives designed to improve the efficiency and productivity of its global sales force. The first solution, OnTARGET, provides a set of analytical models designed to identify new sales opportunities at existing IBM accounts as well as non-customer companies. The objective of the second solution, the Market Alignment Program (MAP), is to optimally allocate sales resources based on field-validated analytical estimates of future revenue opportunity in each operational market segment. The development of both sets of analytical models, as well as the underlying data models and web sites used to deliver the overall solutions, will be described. The combined initiatives have resulted in a revenue impact estimated to be in the hundreds of millions of dollars annually.

IBM Corporation: Matt Callahan, Matt Collins, Alexey Ershov, Shiva Kumar
IBM T.J. Watson Research Center: Rick Lawrence, Claudia Perlich, Saharon Rosset

In 2004, IBM introduced a set of broad OR-based initiatives designed to improve the efficiency and productivity of its global sales force. The first solution, OnTARGET, provides a set of analytical models designed to identify new sales opportunities at existing IBM accounts as well as non-customer companies. The objective of the second solution, the Market Alignment Program (MAP), is to optimally allocate sales resources based on field-validated analytical estimates of future revenue opportunity in each operational market segment. The development of both sets of analytical models, as well as the underlying data models and web sites used to deliver the overall solutions, will be described. The combined initiatives have resulted in a revenue impact estimated to be in the hundreds of millions of dollars annually.

Awarded "for its innovative and effective use of operations research and management science (OR/MS) methodology throughout the corporation. Furthermore, world-class research in OR/MS and the ability to apply the results to solve business problems have further enhanced IBM's competitive edge and reputation. The widespread application of OR/MS studies, models and software has resulted in significant performance improvements and cost savings to multiple IBM organizations, such as the Technology Group, the Personal Systems Group, the Server Group, and Global Services. Indeed, operations research at IBM has evolved to a core competence, used on a continuous basis to address numerous strategic and tactical problems."

The award was presented by Hanan Luss, Committee Chair and Thomas L. Magnanti, 1999 INFORMS President in November 1999.