To show the CIOs that Outsourcing produces better results, we invited them to plant some seeds. Ten days later we sent a seedling planted by an outside supplier, that was far bigger than the ones they had planted. To the president, we sent a classic “before and after” format box, containing the smaller and the bigger seedlings. To the CFO, we sent a pair of trimming scissors: important is not cutting, but trimming costs to grow. Finally, CIOs, CEOs and CFOs received a pencil box, conveying that it was time to write a new story for the company together.

100% of deliveries reached the right target, overcoming the secretary barrier. From 33 companies contacted, five opened a negotiation process with IBM, representing a return rate, in leads of 21.2%. The initial goal of IBM was to get two leads, a 6.06% return rate. So, the action delivered a return 250% higher than the expected. A performance survey made via telemarketing at the end of the action showed that 72% of the executives had actually planted their seedling. Some people have spontaneously asked for extra delivery of the communication.