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IBM exec shares acquisition strategies at SiriusDecisions Summit

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Scottsdale, Ariz.—Buell Duncan, VP-marketing at IBM Software Group, shared IBM’s acquisition and integration strategies with about 300 marketers at the SiriusDecisions Summit on Thursday.

Over the past six years, IBM has acquired more than 100 companies, and it has not reduced the pace of its acquisitions in the recession.

“In spite of the miserable economy, in the last 18 months we have not slowed our rate of pace,” Duncan said, pointing to 16 acquisitions in that period totaling more than $6 billion.

The acquired companies include Cosnos, Diligent Technologies, Infodyne and Telelogic.

Duncan also discussed how IBM has successfully integrated those companies into its operations, as well as the marketing challenges involved.

“One question is: ‘How long do you keep a brand name?’ We kept Lotus and intend to keep Lotus. With Cognos, we’re having a lot of debate about the long-term brand,” he said.

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