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IBM Business Partner marks

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Joining PartnerWorld and becoming an IBM Business Partner gives you access to a broad range of resources to help you build, sell and implement solutions based on IBM products and services. It also gives you exclusive access to the IBM Business Partner marks, which visually represent your relationship with the IBM company, a top business to business brand. IBM provides an identity system which provides the Business Partner mark, as well as achievements which include specialties, authorizations, awards, and capabilities, to eligible partners.

NEWS!The Business Partner mark design is changing in 2017 as part of the Enhanced PartnerWorld implementation. The mark will reflect the new membership levels (Platinum, Gold, Silver, Registered) as well as new achievements such as Expert and Specialist Competencies. Several marks are being sunset by yearend 2016, with selected marks being transitioned to competency marks. For details on marks being sunset and transition plans, see the Achievement Marks.

Eligibility for the Business Partner mark is dependent upon meeting the mark criteria for each new 2017 membership level. Business Partners at the Platinum, Silver, and Gold membership levels automatically qualify for the Business Partner mark. Registered Business Partners must have a Business Partner Agreement OR a verified solution OR a verified deployment in the Global Solutions Directory. The new levels of Platinum, Silver, Gold, and Registered will be reflected on the marks in January 2017. For additional details on membership level criteria, see the PartnerWorld Program.

Competency achievements are new in 2017 and provide a means to promote IBM capabilities. A mark is available for each competency achieved.

Leverage competency achievements to increase program level


Relationship levels Achievement requirements      
Program level Capability Sales success
Resale, Influence, XaaS
Client satisfaction Verified client reference
Platinum 2 competencies
2 expert or 1 expert, 1 specialist
$$$ Y 2
Gold 1 competency
1 expert or specialist
$$ Y 1
Silver Authorization to resell,
verified solution, verified deployment

To ensure that these marks retain their value, it is important that they be used correctly. Please refer to the following guidance and resources when using the IBM Business Partner marks.

The marks and certificates can be used to promote your IBM relationship and be included with customer proposals, media materials, award submissions, frame to display, and more.

Overview of Business Partner Identity System

Use of IBM logo

Rather than use the IBM 8-bar logo, eligible Business Partners should use the IBM Business Partner mark which was developed specifically to indicate a special relationship with those who recommend and support IBM products and technologies. The mark contains the IBM logo, but clearly states “Business Partner”.

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