Big Blue’s Blue-Eyed Boy

He scripted the success of IBM´s very focused business (VFB) initiative,
and in the process, Lingaraju Sawkar changed the company´s ´high-price´
image. He helped IBM expand its presence with 800+ partners across 140 towns in
the country last year.

If there is one predominant perception about IBM among partners, it is that
the company works on a ‘high-price’ strategy. Enter Lingaraju Sawkar, and
things change drastically! This channel manager from IBM masterminds the
formation of very focused business (VFB) group and tells the channel that IBM
has much more to offer than the high price.

VFB was an initiative to increase the company´s prospects in emerging
markets, mainly non-metro cities. Lingaraju scripted the success of VFB by
offering a right mix of products and solutions to partners, while keeping an
affordable price tag. The ´Office-in-a-box´ solution, which bundles an
operating system and an accounting package, is one such example.

LINGARAJU SAWKAR EYE-CATCHING ACTION Masterminds the success of very focused business (VFB) group Sets IBM´s presence in emerging markets, mainly non-metro cities  Sets up Smart Centers for resellers Devised e-learning programs for channels

SCRIPTING VFB´s SUCCESS

Ever since Lingaraju took over as the head of VFB group, the flavor of
business at IBM changed. He helped the company build a friendly interface for
the entire channel community.

Earlier metros were the main contributors to IBM´s business in India.
However, over the last two years, the company has seen a trend of increased
buying in non-metro markets.

This can primarily be attributed to the VFB initiative. VFB has made a
substantial contribution to IBM´s business and has helped the company gain
marketshare in products including desktops, notebooks and Intel-based servers.

During the last one year, Lingaraju has helped IBM establish its presence in
the remotest of markets across the country. His efforts saw IBM´s partner base
expanding to 800+ across 140 towns. He and his team members have also set up
systems and support infrastructure to help partners sell IBM products.

SMART THINKING, SMARTER INITIATIVES

Lingaraju was instrumental in introducing ´Smart Center´ for resellers and
customers. The Smart Center is a virtual toll-free initiative that provides
cutting-edge services and support to SMBs in metros and small towns.

Lingaraju also led the company towards launching distance learning
(e-learning) programs for channels and IBM ThinkVantage University schemes like
the Blue Carnival was also very well-received by partners in the country.

Apart from being the prime force behind increasing IBM´s mindshare among
channels, Lingaraju also revived the company´s channel recognition events,
partner portals and partner-co-marketing events.

He also identified few niche segments whose needs he wants to address with
the help of IBM’s local application developers. A classic example for this is
the co-operative groups comprising banks and sugar mills that require specific
solutions.

PASSIONATE ABOUT BUSINESS

If Lingaraju has ensured the success of VFB initiative, large credit should
go to his ability of being a highly-focused and a charged team-builder.

His passion for business and his earlier experience in steering the ThinkPad
brand to a leadership position also adds fuel to his ambition.

What really keeps Lingaraju going is the sheer challenge and excitement of
developing a business from scratch. He also feels that ´personal learning´ by
interacting with resellers has played a major role in shaping up his
personality.