Business Analytics

Things to consider when selling IBM

Cognos BI - from opportunity identification
to post-sale
Business Analytics

Table of contents

 Product Overviews
 Important links to additional test preparation websites
 Adding value to BI conversations
 Capabilities and architecture
 Registering opportunities
 Post sale

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Business Analytics

IBM Cognos Business Intelligence - Overview

 Know the past, understand the present, shape the future

 IBM Cognos Business Intelligence turns data into past, present and future views of your organization’s
operations and performance so your decision makers can capitalize on opportunities and minimize risks.
You can use these views to understand the immediate and downstream effects of decisions that span
potentially complex interrelated factors. Consistent snapshots of business performance are provided in
enterprise-class reports and independently assembled dashboards based on trusted information. As a
result, non-technical and technical business intelligence (BI) users and IT alike can respond quickly to
rapidly changing business needs.
 Cognos Business Intelligence provides capabilities designed to provide (for more detail visit Cognos
Business Intelligence):
 Faster time to answers about business from highly visual, interactive dashboards without lengthy delays
 Easier access to game-changing insights with interactive data visualizations that enable you to more
easily identify performance issues and apply corrective actions
 Smarter decisions that drive a better outcome from snapshots of business performance
 Trusted data for more consistent decisions
 More flexible deployment options that can grow as your business grows and help you meet diverse
organizational requirements
 Seamless integration with other IBM products

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Business Analytics

IBM Cognos Business Intelligence - Overview

IBM Cognos Business Intelligence…

 Arms every business user with the analytics they need to take insight to action:
 Assemble information to make fact-based recommendations
 Analyze relevant information to understand the business
 Align decision-makers through shared insights and collaboration
 Act on findings to move the business forward
 Supports the way business users choose to work with consistent information and access to analytics wherever they are:
 Web to interact with information and analytics in a single workspace with graduated capabilities to suit all user’s needs
 Mobile to gain simple, reliable and secure insight on the road and in the office
 Desktop to independently work with all data and share with others
 In-process to embed and integrate analytics in applications and business workflows
 Meets the needs of the entire organization with cost-effective scale, centralized administration and flexible deployment
choices:
 Leave nothing behind as your requirements and needs grow
 Gain complete 360 degree and consistent access to all information, regardless of type and amount of data, wherever
it lives
 Achieve optimized performance for rapid information delivery

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Business Analytics

IBM Cognos Business Intelligence - Overview

Our top three competitive differentiators and what makes us different from other vendors is this:

 … the only product in market that redefines traditional Business Intelligence and Performance
Management with expanded analytic capabilities including “What-if”, planning, predictive and enterprise
collaboration
 … only vendor who delivers information across all time horizons placing historical information alongside
real-time updates, plans and predictive results all in a single unified workspace ensuring users have a
complete perspective on the business
 .. graduated capabilities and dynamic interaction that allow any user to easily and quickly follow the
natural path from viewing information to light exploration, to deeper analysis in a single unified workspace
with a single click of the mouse
 … a purpose built enterprise-class platform that supports global deployments for all BI and performance
management needs and is proven to cost-effectively scale
 All of this is underpinned by the Cognos Platform, which provides targeted information to users through
technologies like Mobile and disconnected BI and proven cost effective scale and performance.

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Business Analytics

IBM Cognos Business Intelligence

 IBM Cognos® Business Intelligence remains as a leading BI software solution and platform for
customers to purchase on its own, however customers interested in extending their analytics journey can
now include IBM SPSS® Modeler Client, IBM Cognos Analytic Server, IBM Cognos Analytics for MS
Excel, all of which make up what we are calling Forward Looking Business Intelligence. In an effort to
make the purchase decision easier for customers both new and existing, we have replaced the 15
standard BI roles with four new roles to help sellers and customers discuss pricing and licensing in a
simple format. For Forward Looking BI the CC's are Forward Looking Analytic Architect and Analytic
Explorer. Standard BI now includes CC's for Analytic Administrator and Analytic User.
 For deeper understanding of how IBM Cognos BI is incorporating social media to deliver value, read
these customer stories:
 Social media analytics used to gain valuable insight into audience sentiment
 Delivering an exceptional student experience with personalized learning pathways
 Advanced Analytics of donor' engagement, sentiments and behavior enables smarter fundraising

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Business Analytics

IBM Cognos TM1: Planning, budgeting, forecasting,

analysis and scorecarding software
 IBM Cognos® TM1® is an enterprise planning software platform that can transform your entire planning
cycle, from target setting and budgeting to reporting, scorecarding, analysis and forecasting. Available as
an on-premise or on-cloud solution, and with extensive mobile capabilities, Cognos TM1 enables you to
collaborate on plans, budgets and forecasts. You can analyze data, and create models – including
profitability models – to reflect a constantly evolving business environment. In addition, integrated
scorecards and strategy management capabilities help you monitor performance metrics and align
resources and initiatives with corporate objectives and market events. IBM Cognos Performance
Management TM1 offers full IBM Cognos BI, self service reporting and analysis.
 Powerful planning and analysis – Create and analyze sophisticated plans, budgets and forecasts, even
those based on large data sets.
 Integrated scorecards and strategy management – Model metrics to measure progress toward
objectives and link them dynamically to actions and forecasts.
 Flexible modeling – Develop and deploy even the most complex planning and analysis models using a
guided modeling environment.
 Engagement with more users – Engage users from across the organization in high-participation
planning and collaborate with remote and distributed users through a range of mobile devices, including
the Apple iPad.
 Cloud-based deployment option – Provide all the functionality of the on-premise solution with optional
cloud-based deployment–plus enhanced collaboration and mobile capabilities when accessed through
the IBM Concert interface.
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Business Analytics

IBM Cognos Disclosure Management– Financial

reporting and process automation
 IBM® Cognos® Disclosure Management is a secure, collaborative, enterprise-scalable reporting and
process automation solution that enables users to merge enterprise data with focused narrative analysis
in a controlled, auditable environment. It enables organizations both large and small--from multinationals
to midsize companies--to automate the collection of data in a single, dynamic reporting and analysis
solution. Multiple participants in different departments can collaborate in the assembly of complex reports,
working independently while ensuring that proper controls and approvals are in place. Cognos Disclosure
Management provides integrated tagging to use on various regulatory filings and can create extension
taxonomies with pivot based navigation for easy review.
 Enterprise disclosure management—Combine financial data from a variety of sources with in-depth
narrative analysis for internal and external reporting across any department.
 Financial management process automation—Replace time-consuming manual processes with
intelligent process design and automation.
 Security, control and governance—Manage documents in a collaborative yet secure environment with
visibility into the report generation process.
 Multi-jurisdictional XBRL support—Enable multi-national organizations to use a single
reporting/tagging solution.
 Cloud-based deployment—Provide all the functionality of the on-premise solution plus the capability for
mobile access and collaboration through the IBM Concert interface.

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Business Analytics

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Business Analytics

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Business Analytics

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Business Analytics

Important links to additional test preparation material

PRODUCT WEB PAGES
IBM Cognos Business Intelligence
IBM Cognos Business Intelligence Demo
IBM Cognos Disclosure Management
IBM Cognos TM1
IBM Cognos Express v10.2.1
PRODUCT SUPPORT AND INFORMATION PAGES
IBM Modeler Nodes
IBM Cognos BI Knowledge Center – Data Sources and Connections
COMPETITIVE INFORMATION
Oracle cheat sheet
SAP cheat sheet
Tableau cheat sheet
LICENSING
IBM Cognos Licensing Policy
License Information Documents
Sterling License Information
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Business Analytics

Adding value to Business Analytics conversations

Things to consider
• Look and listen for Business Pains, and how IBM Cognos BI can relieve them.
• Offer a solution which delivers a direct financial and/or operational benefit.
• Balance functionality with affordability.
• Use BANT (Budget, Authority, Need, Timeline) to aid in discerning if there is opportunity
viability.
• Create or identify a compelling reason to purchase., such as a pending acquisition or
expanding the number of users, for example.
• Make use of case studies to illustrate where a Cognos solution worked in a similar
situation.
• With whom are you talking and what is each individual’s agenda?
• Be alert to sets of prospect behaviors that are indicators of purchasing interest:
• Invitation to an on-site visit
• Invitation to demonstrate product capabilities
• The prospect has identified the purchase decision maker
• IBM has been identified as a preferred vendor
• Confirm you have completed actions needed for successful negotiation closing, such as
presenting pricing to the customer, confirming the customer agrees to purchase, the
customer has requested funds from Procurement Department, Procurement Department
has delivered the Purchase Order.

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Business Analytics

Cognos BI Stakeholders
Stakeholder Status
Chief Financial Officer Non-critical
Chief Marketing Officer Non-critical
Director of Information Technology Critical
Engineering Manager Non-critical
Line of Business Lead Critical
Strategic Sourcing Manager Non-critical

Entry Points
Line of Business: Responsible for improving the operations within
their department.
IT: Responsible to partner with lines of business to deliver solutions
and requirements that improve decision making and operational
efficiencies through both enterprise and self-service dashboard and
report creation using past, present and future data and visual views of
the business.
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Business Analytics
Cognos 8 BI Capabilities Matrix

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Business Analytics

Introducing: Forward Looking BI Analytics Archiect

New software solution that enhances the value of your BI reports and dashboards bringing
predictive analytics capabilities across the enterprise allowing visibility into your
businesses past, present and future

Provide insights: Use a Leverage data: Analyze

trusted platform for information in any
delivering forward looking volume, combination
business information and complexity

Make confident Outperform expectations:

decisions: Complete Transform your business
visibility into your from a reactive operation to
business with a proactive market leader
predictive analytics

With business intelligence and predictive analytics from IBM, transform data into useful
insights. Help make confident decisions and improve operational efficiencies with
historic,
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current and predictive views of your business.
 Business Analytics

License Roles Spectrum of BI Users

Forward Looking
Analytic Architect Data Scientist
&
Data Architect

Analytic Administrator
System/BI Admin &
Level of Sophistication

Security

“Power User”
Analytic Explorer Business/Operations/Financial
Analyst

Analytic User
“Information Worker”
Employee’s, Customers, Partners, Suppliers

Information Distribution “Information Viewer & Mobile Consumer”

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 Business Analytics

Choosing a Price Metric

Authorized User is the preferred Price Metric for BI

 Easiest way to stay compliant
 Users can access any and all servers
 You can add hardware if required for good performance without paying for more license
capacity, etc

PVU (except Admin) – few cases where this makes sense

 Suitable for customers who do not want to count users for compliance, have a large casual
community or Extranet with the number of users unknown
 All parts must be licensed including: BI Server, Dynamic Cubes and Content Manger
 Updating hardware can lead to add cost if the PVU rating of the new processor is higher than
Disadvantages

the old processor.

 Increase cost overtime if the new features are more hardware intensive
 Not easy to “turn off” capabilities to support Multiple PVU roles
 Mixing price metrics requires routing rules
 Note: In most cases a customer must still purchase at least one administrator license

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Business Analytics

7 Key prospecting questions

 What does your business need to accomplish? - Business Needs.
 What value does the application provide the business? - Application Value
What business user / department are driving / owing this Application? -
Application Owner

What does the implementation time like look like? - Implementation Timeline
What expectations have been set with what business users / customers? -
Business User's Expectation.
Is there a competitive edge you will gain if you deploy this application? -
Application's Competitive Advantage
What are you doing today? - Current Solution

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Business Analytics

Analytics for Everyone

License Capabilities Benefits

Forward Looking • All Analytics Administrator capability PLUS:
Analytics Architect • SPSS Modeler Client
• TM1 Cubes
Analytics • All Analytics Explorer capability PLUS:
Administrator • Full Administration & Deployment
• Develop with full APIs
Analytics Explorer • All Analytics User Capability PLUS:
• Perform Multidimensional AND Relational
modeling
• Write-back to TM1 cubes
• Leverage Excel for Analysis
Analytics User • All Information Distribution capability PLUS:
• Perform fast Ad-Hoc Analysis
• Assemble & Embed Dashboards
• Author the complete spectrum of reports
• Leverage extensible visualizations
Information • Receive Scheduled Reports
Distribution • Use Mobile App
• Interact with Active Reports
• Predictive infused BI reports and
dashboards
• Simplified Management
• Embedded Analytics
• Leverage corporate AND personal data
sources
• Perform what-if analysis and scenario
modeling
• Conduct analysis directly in Microsoft
Excel based on BI and TM1 data
• Assemble information to support
decision making
• Author content to share with others
• Consume content anywhere
• Work disconnected
• Access reports from mobile devices
• Distribute content to large groups of
individuals

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Business Analytics

When is it time to conduct a trial? Managing Proof to

Sell IBM Cognos BI

Risk
Time

Demo Custom Workshop Workshop Proof of Proof of Proof of Pilot Trial

Demo Onsite Data Technology Modeling Concept

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Business Analytics

Software trials and Proofs of Concept

Software trials and Proofs of concept can be detrimental if employed too early in
the sales cycle
 Software trails should come after a use case has been established and confirmed.
 Proofs of Concept are not necessarily part of the sales cycle; it is completely possible for a
prospect to envision value and proceed to closing without a POC.
 The risk and time increases as you move further along the sales cycle because you are
getting more involved with the customer data. Some of the contributing factors include:
 Proof points are really good when they are fully baked

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Business Analytics

Registering opportunities
 Business Analytics

Registering opportunities in IBM Global Partner

Portal
 Internal IBM sellers use IBM’s internal CRM system to register and progress
opportunities.

 Partners use the IBM Global Partner Portal to register opportunities. This
application provides a secure environment for opportunity registration and allows
Partners to submit opportunities for participation in the IBM Software Value
Incentive (SVI).

 IBM Global Partner Portal features

 Documentation can be attached with your submissions to expedite claims for influencing and selling
activities.
 You can view the status of all registered opportunities.
 You can secure your opportunity records.
 Full detailed instructions on how to create an opportunity in the IBM Global Partner Portal can be found
at: http://sc4.ihost.com/gpp/2_0/prod/olh/enu/bp/opportunities/creating_an_opportunity.htm

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Business Analytics

Post-sale protocol
Business Analytics

Protocol for post sale activities

 Week
 Has the customer installed, registered, and accessed the purchased software?
 For larger purchases over $50K USD, consider an orientation by IBM Customer Care

 1 Month
 Does the customer understand the software’s full functionality?
 Are additional training modules or services needed?
 Have you connected with the customer contacts on LinkedIn?
 Does the customer need additional assistance with developing or deploying analytic reports or new/additional models?

 3-6 Months
 How is the customer using the software today? Use cases?
 Have they found unexpected insights?
 Has the number of users expanded since the initial purchase?
 Would other departments, business units, or geographies benefit from the software? Ask for an introduction.
 Invite them to regional or online events throughout the year that are relevant to either their role or industry.
 Are they effectively leveraging the analytics within the LOB at the point of impact?
 Add on the question of "Use cases?" What additional use cases should be/are being considered? Can you co-develop a
use case road map with the customer (prioritize use cases based on business value, data availability, and complexity/ time
to deliver)?

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Business Analytics

Protocol for post sale activities

 10-12 Months
 What success stories can be attributed to the software?
 Would the customer be willing to serve as a future reference?
 Share term renewal pricing, if needed.
 What is the business value derived from the solution? Tangible benefits can be shared with other departments or
organizations.
 Potential up-sell or cross-sell opportunities, including:
 Additional licenses
 Additional modules
 Server versions
 SaaS options
 Other BA or SWG brands
 Is there a need for advanced training?

 IBM Cognos BI Health Check Service is a post implementation option for a comprehensive review and assessment of
Cognos BI applications and environment

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