IBM iX
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Insights

IBM iX
Services
Industries
Projects
Career
About us
Insights

The Evolution of Marketing & Sales: Smart, Agile, Data-Driven

We guide companies end-to-end on their journey toward data-driven excellence in marketing and customer service — from developing a clear strategy and selecting the right technologies to implementing and integrating Customer Data Platforms (CDP), Customer Relationship Management (CRM), and Marketing Automation solutions.

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Marketing, sales, and service teams face significant challenges in leveraging customer data, automating marketing processes, and adopting new technologies such as AI.

To unlock the full potential of customer data, organizations must undergo a comprehensive marketing transformation. This requires not only platforms tailored to their business needs but also automated, personalized communication and analytics tools.
Equally important is the design of well-defined, efficient processes that support these technologies and integrate seamlessly with existing workflows. Only then can transformation be sustainable and scalable.

We support companies from strategic planning to technical implementation, enabling them to deliver highly personalized campaigns and build long-term customer relationships.

METRO becomes MarTech Pionier

Restaurant worker in apron using tablet in bright café with seated customers

"Customers expect to be understood across every channel. With our new marketing technology, we're able to deliver consistent, real-time experiences across all touch points — elevating customer communication to an entirely new level."

Roland Maisenhälder

Vice President Business Processes Customer, METRO.digital

Our Transformation Projects

The Next Level in
Marketing, Sales & Service

A smart marketing transformation empowers companies to run efficient, targeted campaigns and deliver meaningful advice — all backed by user data and integrated platforms.

Sales & Marketing Alignment

According to Forrester, organizations with strong alignment between sales and marketing grow 19% faster and are 15% more profitable.

Driving Growth Through Collaboration

Success comes when sales and marketing work together seamlessly. With streamlined processes and a unified platform for customer data and interactions, both teams gain access to the same insights — enhancing coordination and decision-making. Improved communication and collaboration foster a more cohesive strategy, eliminate inefficiencies, and optimize workflows. Sophisticated lead-scoring models and refined handoff processes ensure a smooth transition from marketing-qualified leads to sales opportunities — ultimately boosting conversion rates and revenue. Sales and marketing alignment is more than just teamwork; it’s the key to a data-driven strategy that delivers sustainable business success.

Gruppe von Menschen, die in einem Büro zusammenarbeiten, versammelt um einen Tisch mit Computern und Laptops.

Omnichannel Communication

The National Bank of Australia increased home loan bookings by 22% while reducing campaign costs by 11% through omnichannel campaigns.

Creating Seamless Customer Experiences

In today’s digital landscape, customers engage with brands across multiple channels — email, social media, live chat, phone, and more. Omnichannel communication ensures these touchpoints are seamlessly connected to deliver consistent, personalized experiences. By unifying customer data across all interactions, businesses gain a comprehensive view of the customer journey — enabling more effective engagement and better service. This approach not only increases customer satisfaction but also strengthens loyalty and drives long-term growth.

Person steht draußen und hält ein Smartphone und eine Kaffeetasse.

Data-Driven Personalization

Personalized marketing campaigns can boost repeat purchases by 25–50%.

Enhancing Customer Loyalty with Smart Insights

In a highly competitive market, delivering personalized experiences is key to attracting and retaining customers. With data-driven segmentation and targeted campaigns, companies can create meaningful, relevant interactions. Automated lead scoring and prioritization also streamline the sales process, allowing teams to focus on the most promising opportunities. This intelligent approach enhances customer loyalty, improves conversion rates, increases operational efficiency, and drives sustainable growth.

AI-Powered Automation

Campaign processing time can be reduced by 25–40%. AI-driven analytics help anticipate customer needs and boost conversion rates by 35–50%.

Boosting Efficiency Across Marketing, Sales & Service

Artificial Intelligence is transforming business processes by automating repetitive tasks such as email generation, audience segmentation, customer communication, and data entry. By streamlining these workflows, organizations save valuable time and can focus on strategic initiatives. This improved efficiency enhances productivity, elevates the customer experience, and supports long-term success.

Person hält ein Tablet mit Datenvisualisierungen.

Marketing- and Sales-Performance

According to Forrester, predictive analytics and AI-driven lead scoring can improve conversion rates by 30–50%.

Driving Growth Through Data-Driven Insights

To achieve sustainable growth, companies must continuously assess and optimize their marketing and sales strategies. By tracking key performance indicators (KPIs) and analyzing campaign effectiveness, they gain valuable insights into what’s working — and where to improve. A data-driven approach enables smarter decisions, more efficient budget allocation, and maximum return on investment (ROI). With a focus on continuous improvement, businesses can enhance efficiency, increase conversions, and accelerate long-term growth.

Customer Service Optimization

According to Qualtrics, 52% of customers are more likely to recommend a company following a positive service experience.

Faster, Smarter, More Personalized Support

xceptional customer service relies on both efficiency and personalization. By centralizing customer information, businesses gain a deeper understanding of their clients, reduce response times, and deliver seamless support. Access to customer history and preferences enables tailored interactions that strengthen relationships and boost satisfaction. Efficient follow-up and issue resolution ensure that concerns are addressed promptly and effectively. These improvements lead to a superior customer experience, greater loyalty, and long-term business success.

Eine Person mit lockigem Haar, die einen orangefarbenen Pullover trägt, hält einen Stift nahe am Mund und schaut auf einen Laptop-Bildschirm. Im Hintergrund sind verschwommene Pflanzen und Möbel zu sehen.

We support our clients every step of the way

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Analytics & Strategy

We analyze existing marketing and sales processes as well as the current system landscape, identify optimization opportunities, and develop a tailored data and marketing strategy.

Blaue Kugel mit ineinander verschlungenen durchscheinenden blauen und lila Bändern.

Implementing a CDP

By centrally collecting and connecting data, we create a 360° view of the customer — providing the foundation for targeted marketing initiatives.

Glänzende blaue Kapseln, diagonal angeordnet, mit kleinen blauen Kugeln.

CRM-Optimization & Lead-Management

We structure CRM data, optimize lead scoring models, and enhance collaboration between marketing and sales.

Durchscheinende blaue Bänder und rosa Scheiben, die vor einem hellblauen Hintergrund schweben.

Launch of Marketing Automation

We automate marketing processes using customized, trigger-based workflows to deliver personalized omnichannel campaigns.

Durchscheinende blaue und violette Formen mit einer kleinen blauen Kugel in der Mitte.c

Performance-Optimierung & Skalierung

Durch datenbasierte Analysen, A/B-Testing und Machine Learning optimieren wir Kampagnen und Workflows kontinuierlich für maximale Effizienz.

Our Technology Portfolio

Customer Relationship
Management (CRM)

Modern Customer Relationship Management (CRM) systems are far more than just customer databases. Today, they serve as central tools for building, nurturing, and expanding customer relationships — data-driven, automated, and often powered by AI. We collaborate with leading CRM providers and help identify and implement the solution that best fits your business needs.

Customer Data Privacy / Consent Management

Customer data privacy and consent management are now essential components of every company’s digital strategy. They ensure compliance with data protection regulations while also optimizing consent rates — helping to maximize the size of the addressable audience. We support companies in setting up the right framework to get it right from the start.

Customer Journey Insights & Experience Management

Many companies collect data but struggle to turn it into actionable insights beyond basic reporting. We help businesses gain a deeper understanding of the customer journey and customer satisfaction — enabling them to continuously optimize their marketing efforts.

Customer Data Platform (CDP)

A Customer Data Platform (CDP) centralizes all customer data from various sources, creating a comprehensive 360° customer profile. The goal: A complete, consolidated, clean, and GDPR-compliant view of each customer. Unlike a CRM, a CDP not only manages customer data but also enables the activation of customer profiles through the analysis of behavioral data, transaction data, and real-time events, delivering personalized communication across all channels. AI can further enhance CDPs through data unification & identity resolution, segmentation & audience creation, predictive analytics, real-time personalization, and integration with privacy & consent management. We advise businesses on the best setup for their needs.

AI Agents

An AI agent is a software tool that autonomously manages a specific task or process in marketing or sales, based on data, algorithms, and predefined objectives. It responds to input, learns from results, and continuously optimizes its actions. In sales and marketing, AI agents automate complex tasks and deliver hyper-personalized customer experiences. This results in reduced efforts in marketing and sales, higher conversion rates, and increased customer satisfaction. We work closely with businesses to identify the right agents for their needs and, if desired, handle the implementation and development process.

We Work with the Leading
Technology Partners

Adobe

The strategic relationship between IBM iX and Adobe encompasses both technology and services and builds on more than 20 years as an Adobe Solution Partner. In 2023, IBM iX received the Adobe Digital Experience Partner of the Year Award for Central Europe, the United Kingdom and Ireland.

Salesforce

Salesforce is a cloud-based CRM platform that helps companies to efficiently manage their relationships with customers, prospects and partners. It offers a centralised solution for managing sales, customer service, marketing, e-commerce, analytics and more – all in the cloud, without the need for in-house servers or complex IT infrastructure. IBM is the first Salesforce Global Strategic Partner with over 20 years of experience. We advise and implement on all Salesforce clouds and help our customers on their way to a seamless omnichannel experience.

SAP

SAP CX is a suite of cloud-based solutions from SAP that help companies deliver personalised, consistent and seamless customer experiences across all touchpoints.
IBM iX is a long-standing Platinum Partner for SAP CX and SAP Commerce, Marketing and Customer Data Cloud implementation. We help our clients on their way to seamless and hyper-personalised customer journeys.

Commercetools

An e-commerce platform that provides companies with all the tools they need to develop and execute customisable commerce solutions. Thanks to the MACH architecture, Commercetools enables its customers to deliver frictionless, personalised shopping experiences across all digital channels. The microservices structure also ensures rapid scalability and adaptability, while API-first integration ensures seamless connectivity with various systems, optimises workflows and enriches the customer experience.

Contentful

Contentful’s Composable Content Platform provides helpful tools for creating an effective content orchestration platform. Contentful focuses on the pillars of Produce and Deliver, simplifying and accelerating content creation and distribution workflows. The content-first approach brings together content from multiple sources and delivers it through a unified API for engaging digital experiences that deliver results.

Get advice now

Get a free, no-obligation consultation tailored to your business’s unique situation. We look forward to hearing from you.

Get in touch with our experts now!

Inge Scheibel

Inge Scheibel

Practice Lead Data-Driven Marketing, IBM iX

inge.scheibel@ibmix.de

André Jansen

Senior Director Salesforce Marketing Services, IBM iX

andre.jansen@ibmix.de

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