Post on 15-Oct-2020
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Collaboration strategyTo support your business objectives
Build your collaboration strategy with IBM.Leveraging technology and cultural change to achieve better business outcomes
Business leaders are recognizing the importance of embracing change. They realize that they need dynamic and flexible organizations that leverage global resources to achieve their full potential. To meet this challenge, successful leaders are building cultures of innovation.
Innovation improves business outcomes, and successful businesses are pursuing
more collaborative models to make it happen. According to the 2008 IBM Global
CEO Study, 71 percent of CEOs plan to place greater focus on external partnerships
and collaboration that extends beyond the traditional walls of the enterprise.1
The benefits of a cohesive collaboration strategy are clear. Businesses can better
leverage their distributed talent, find the best expertise at the right time and gain
deeper insight through better relationships with customers and partners. Good ideas
develop and spread faster, operations become more efficient, and companies can
find new ways to differentiate.
The right collaboration strategy creates a virtuous cycle that helps people connect,
collaborate and innovate. People connect to information, processes and each other
to collaborate more effectively and innovate more extensively. As people connect in
new and richer ways, collaboration improves, kicking off greater innovation. Ultimately,
the collaboration strategy helps build a deeply connected enterprise with a collabora-
tive business model and a culture of innovation.
“‘We have to collaborate to
survive,’ says one CEO in
the United States. ‘There
are fewer things that will be
cost-effective to do on our
own. We will continue to do
less inside the organization
and more with partners and
even competitors.’”
—The Enterprise of the Future, IBM Global CEO Study, 2008
“CEOs told us they are pur-
suing more collaborative
models to gain efficiencies,
fend off competitive threats
and avoid commoditization.
Their end goal is to offer
customers a differentiated
value proposition.”
—The Enterprise of the Future,
IBM Global CEO Study, 2008
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InnovateCollaborateConnect
Embedded collaboration and communicationSocial computing Mashups
Unified communicationsDirectories and profilesMobility solutions Portals
Insight andinnovation
On demandaccess
Realtimecommunications
Baselinecommunications Instant messaging and presence awareness
Web and video conferencingWeb content
TelephonyE-mail and calendaringFile sharing
Greater collaboration capabilities can help you unlock the power of your people to optimize your organization’s business outcomes.
ConnectTo achieve effective collaboration,
organizations need the ability to con-
nect people to expertise, content and
process, both inside and outside the
enterprise. E-mail and file sharing are
standard tools that employees use to do
their jobs every day. But, as business
continues to evolve, other rich means
of connecting enable organizations to
achieve better business outcomes. From
realtime connections made possible
by instant messaging to insights gained
through social networking tools, employ-
ees can focus on their high-value work,
and do it from virtually anywhere.
CollaboratePeople can leverage connections to
collaborate. Social networking software
and portals allow them to tap into existing
knowledge and discover new resources
to increase the value of collaboration.
A unified communications strategy
helps them collaborate efficiently and
effectively using combined capabilities
within a familiar interface. To foster col-
laboration, organizations must provide
a rich, robust and secure environment
that overcomes the vulnerabilities of
consumer-based social networking
and communications tools. Enterprise
solutions keep information safe while
expanding the possibilities of collabora-
tion in the workplace.
InnovateBy building collaborative business
environments that enable people to con-
nect in richer ways, organizations can
accelerate the pace of innovation. Good
ideas spread quickly and new methods
of working emerge as people embrace
social networking capabilities such as
communities, wikis and blogs. Mashups
enable individuals to solve business prob-
lems in new ways by creating customized
applications from personal, company
and Web resources—without involving IT.
A culture of innovation emerges, one that
supports the business agenda, helps
drive growth and sharpens the competi-
tive edge.
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Create a collaborative culture of innovationYour business can implement all the
latest technology, but it won’t make
a difference if your employees don’t
actually use it. To truly benefit from
technology, you also need to create a
culture of innovation. New employees in
the workforce might readily embrace—
and even expect—social networking
tools on the job, but not everyone knows
where to begin. Company leaders can
set an example by embracing collab-
orative technology. It’s also important to
solicit feedback from your employees
on what tools are most effective for
them. And training employees to use
newer capabilities, such as blogs and
wikis, can help them share information
and contribute to the organization’s
knowledge base.
Build better business outcomes with an effective collaboration strategyOver the past 20 years, companies
have focused primarily on business
automation as a way to cut costs,
increase efficiencies and drive better
results. But business automation can
only yield so many benefits. Businesses
are looking at their top-line growth
objectives to turn ideas into products
and services that can be delivered to
a global marketplace. Collaboration is
emerging as the surest path to revenue
growth, greater responsiveness and
overall business optimization.
IBM can help you combine technology
and cultural change to develop a col-
laboration strategy that is designed to
produce better business outcomes:
Increased profits•
Lower operating costs•
Stronger client and partner relation-•
ships
A more adaptive workforce•
Greater responsiveness to change •
and opportunity
The ability to innovate by tapping into •
collective talent
An increased ability to leverage and •
preserve tacit knowledge
No matter where your organization is in its journey toward greater connection,
collaboration and innovation, IBM can assist you in developing a collaboration strat-
egy that helps you leverage your existing investments, take advantage of innovations
in technology and implement cultural change to create an enterprise of the future.
Evolve with a cohesive collaboration strategy
D ir
Business characteristics• Internally focused• Slow to respond• Trailing competitors in innovation
Business characteristics• Market focused• Highly responsive to customers and partners• Leading competitors in innovation
Technology• Multiple, nonlinked telephony services and
separate Web conferencing systems• No realtime, team-based content services or
social computing• Only a basic portal
Technology• Unified, security-rich communications and
Web conferencing• Realtime, team-based content services, such
as blogs, wikis and profiles, that support enterprisewide content sharing
• A full-featured portal that supports Web 2.0 features such as mashups
Culture• Work is frequently duplicated• Employees work primarily with the same
internal contacts• It’s difficult to locate content and expertise
Culture• Geographically dispersed and remote workers
can easily collaborate, reducing duplicated efforts
• Employees share knowledge openly with internal and external partners
• It’s easy to discover content and expertise
rr nCU E T ES ED
For more information To learn more about how IBM and IBM Lotus® products can help you develop a
successful collaboration strategy, contact your IBM representative or visit:
ibm.com/lotus
© Copyright IBM Corporation 2008
Lotus Software IBM Software Group One Rogers Street Cambridge, MA 02142 U.S.A.
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1 The Enterprise of the Future, IBM Global CEO Study, 2008
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