Photo : D.R.
Sylvie Spalmacin-Roma started her career at IBM in 1981. After working in the marketing and finance sectors, her path then veered towards business development with ISVs (Independent Software Vendors), management of partners and SME-SMI sales, in the United States and Europe. Sylvie Spalmacin-Roma is currently Vice President General Business France. Taking up this position on 1 April 2008, she is responsible for defining strategic directions and their deployment for the SME-SMI and business solutions market. In charge of direct and indirect sales teams, she pilots the whole of the IBM portfolio, software, material and services. Previously, Sylvie Spalmacin-Roma was Vice-President Business Partners Southwest Europe, after managing the Small & Medium Business entity for France, Belgium and Luxembourg.
Commerce International: IBM’s Global CEO Study entitled The Enterprise of the Future was carried out in almost 40 countries. What particularly important points can be gleaned from the study?
Sylvie Spalmacin-Roma: “The study gathers the points of view of 1,136 CEOs. Over one hundred interviews were carried out with intermediate-sized enterprises. While it is interesting to see that there are obvious differences between SMEs and large companies, we can detect the same clarity on the necessary transformations to carry out to remain competitive. Conducted at the start of 2008, these interviews thus allowed us to identify a type of DNA containing information likely to create and determine the lives of enterprises of the future. Being innovative in their client approach, integrating even more on the world scale, adopting a responsible and authentic attitude: these are important points that the study presents.”
What are the major difficulties confronting SMEs?
S. S.-R.: “SMEs belong to a very distinct branch of the world of business. Managing directors of mid-sized structures know that their companies must seek out and undertake growth opportunities, notably as a means to face the globalised economy. For these structures, this is a matter of having the capacity to adapt, innovate, decide to implement change and only then, find the technology and skills to do so. While 86% of SME heads surveyed anticipate significant changes, only 57% consider that they manage such changes efficiently. For our global sample, 83% of company heads anticipate changes while 61% consider managing them efficiently.”
Enterprises of the future will also have to be revolutionary in nature. What do you mean by this?
S. S.-R.: “Mid-sized enterprises are well-placed for playing this role of ‘rebels’
in their industries. In fact, they are more inclined to adapt their business models and are much more flexible than other organisations. 99% of company heads will have to change their business model in the future, and 74% even see this as an urgent situation.”
In the current context of recession, can IBM come to the aid of SMEs?
S. S.-R.: “IBM accompanies companies in the midst of transformation. In this way, we help them to adapt to market fluctuations and to new business opportunities. With more flexibility and agility, companies can bounce back better. We also offer them financing solutions well adapted to computer use, whether their projects are material or immaterial (software, consulting services…). Furthermore, IBM offers the possibility of project-mode financing: reimbursements can thus start being paid back only when returns on investments commence.”
Custom-made accompaniment for SMEs
Based in the east of France, the Hartmann laboratories manufacture and distribute medical products for pharmacies and institutions including hospitals, clinics and retirement homes. Given that 800 products referenced in 12,000 pharmacies needed to be updated on a weekly basis and that orders were ever on the rise, the clientele service was unable to meet demand and consultants were no longer capable of advising or accompanying clients… To stay competitive, Hartmann Laboratories decided to change their mode of functioning and to conceive a B-to-B portal. Launched in February 2008, this portal (IBM WebSphere Portal Express, IBM Lotus Domino for Customer Relationship Management) has allowed even more information to be put online and updated for 3,500 client pharmacies, as well as the dematerialisation of invoices. Today, half of the clients of Hartmann make orders via the portal. And in less than six months, electronic orders have tripled.
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