The Offering Manager has product management responsibilities, to maintain a deep understanding of market dynamics, develop robust business plans, and enable offering and Go-To-Market (GTM) readiness for an offering feature or offering. Facilitates cross-discipline resource deployment and prioritization and works with offering managers to lead decisions and activities across divisions/Units, and/or with external stakeholders. Accountable for key outcome metrics, including usage and user experience, market, and sales and operational metrics.
Uses internal and external sources to develop market point of view, using primary (e.g. customers, prospects) and secondary research to maintain a robust outside-in perspective on market requirements. Analyzes research on competitive landscape and market influencers (e.g. capabilities, GTM strategies). Articulates market dynamics to the broader team.
Gathers market requirements to support design and validation of offering and recommends differentiation strategy and value proposition. Demonstrates offering capabilities and drives stakeholder validation (e.g. beta programs), analyzing feedback to identify and address gaps or opportunities. Leads translation of prioritized requirements to development plans for a differentiated offering. Evaluates digital readiness. Collaborates with development leaders and others to create offering releases and align offering design with business objectives. May help lead build/buy/partner decisions for offerings/features.
Supports development of offering business plans (e.g. financial/resource capacity forecasting). Assists in defining effective routes to market, identifying key channels and potential gaps. Creates materials on pre- and post-launch direction and priorities for each discipline. Recommends key performance metrics.
Enables broader offering team, maintaining readiness dashboards and providing technical/operational guidance. Negotiates contracts with development teams, drives collaboration to meet schedules, and manages delivery. Converts technical positioning into market messages. Confirms accuracy/accessibility of marketing communications. Collaborates with sales and marketing on GTM and channel enablement plans. Contributes to learning programs and enablement assets. Works with legal to create a clear, standard contract.
Collects and analyzes metrics and feeds back insights (including user analytics). Works with finance and pricing to analyze offering performance, gaps, and opportunities. Identifies and addresses weaknesses or GTM execution issues. Monitors sales process. Drives win/loss data collection and analysis.
Assumes additional responsibilities as assigned.
Able to direct, perform, and analyze market research. Understands GTM requirements for technical or industry domain and emerging sales/marketing strategies (e.g social). Understands market influencers, trends, and technology. Understands offering's capabilities, potential buyers, competitors, and the marketplace.
Uses strong communication skills to mobilize and influence diverse functions, partners, and suppliers. Contributes to business decisions, influencing through market evidence. Collaborates to deliver business plans and GTM/offering readiness assessments. Drives others to take action based on qualitative and quantitative insights. Able to demo features at customer briefings. Participates in interaction with press and analysts.
Shows discretion and independent judgment. Uses analytic tools to derive insights to improve business performance. Can identify customer segments and evaluate IBM's strategic position.
Provides detailed direction on technical and marketing tasks required for launch. Leads across disciplines in planning activities on complex projects and monitoring follow-through.
Accountable for key outcome metrics, including customer satisfaction, digital consumability, and market results of assigned offering.
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