New for 2017

The Business Partner mark design has changed in 2017 as part of the Enhanced PartnerWorld implementation. The mark reflects the new membership levels (Platinum, Gold, Silver, Registered) as well as new important achievements such as Expert and Specialist competencies.

Business Partners must plan to update their membership level marks on websites and on collateral as soon as possible in 2017.

With the transition to competencies, a few marks were sunset effective December 31, 2016. Business Partners must remove the obsolete marks from websites by February 28, 2017 and from print/hardcopy collateral by March 31, 2017.

Business Partner Achievement marks


PartnerWorld has identified high-value capabilities that are essential for driving clients into the digital era. By mastering these competencies, Business Partners can offer clients unmatched value that generates business growth and revenue. Competency categories include: Analytics Platform, Analytics Solutions, Cloud, Commerce, Security, Services, Social, Systems, Watson, and Watson IoT. Each competency will have a Business Partner mark.


IBM authorizations provide multiple benefits to qualifying Business Partners, including a Business Partner mark with membership level designations. IBM Distributors also have access to a Business Partner mark, as well as IBM Global Training Providers.


Several awards recognize Business Partner excellence, innovation and success. Business Partners that receive awards are able to generate an award mark to promote their award recipient status. Sample awards include the IBM Beacon Award as well as several awards presented at various IBM conferences.

The 2016 award marks will transition to the new membership level marks for each award winner, effective January 1, 2017. Award winners should download the new design mark from the Business Partner Mark Generator and update the award mark on websites and collateral.

'Ready for IBM...'

Get recognized for your solution using IBM technology. Earn the right to display specially designed IBM Marks in the packaging and marketing materials of your qualified offerings to use to promote your solution.

Business Partner Innovation Center

IBM Business Partner Innovation Centers (BPICs) are ideal venues for Business Partners to showcase their industry leading solutions and new technologies. These centers are owned and operated by IBM Platinum or Gold Business Partners who provide local delivery of complex solutions to clients. A Business Partner mark is available to showcase the center. (North America only)

Global Training Partners

IBM Global Business Partners provide a network of providers worldwide - chosen for their excellence in marketing, selling, and delivering IBM Training as well as their unique presence in regions requiring greater access to quality IBM instruction.

IBM Authorized Distributors

Value Added Distributors provide marketing, sales, and technical support to their Business Partners in order to drive demand for IBM solutions. An Authorized Distributor mark identifies the distributor as an IBM Business Partner (without a program level) and lists the authorized products.

Transition to Competencies


Specialty marks have transistioned to appropriate competencies marks in Business Partner profiles effective January 1, 2017. Download the competency mark and replace the Speciality mark on your digital and print collateral.

Software Practice Accreditations➜Competency

The majority of Software Practice Accreditations marks will transition to appropriate competency marks in Business Partner profiles effective January 1, 2017. Download the competency mark and replace the Accreditation mark on your digital and print collateral.

Marks discontinued

Software Value Plus - Solutions, Industry
Software Value Plus (SVP) marks for Solutions and Industries were sunset effective December 31, 2016. SVP marks for selected products remain.

Managed Services Provider initiative
Managed Service Provider marks were sunset effective December 31, 2016. Review the new competencies to qualify for a mark.

Ingredient brand mark
The IBM Ingredient brand - enhanced mark were sunset effective December 31, 2016. Review the new competencies to qualify for a mark.

Related resources

Business Partner Mark Generator tool
An easy to use the Business Partner Mark Generator on-line tool that enables you to customize the Business Partner mark to show some or all of your specific achievements. Only Business Partners who are eligible for Business Partner marks will have access to the tool.

Business Partner Certificate Generator tool
Certificates are available for each Expert and Specialist competency to showcase your IBM technology expertise.

Business Partner Titles
Naming conventions to identity your IBM Business Partner status.

Go to IBM button
Connect your Web site to IBM with this useful web button.

IBM Publications

Worldwide Image Library
The Worldwide Image Library (WWIL) is IBM's central repository for Imagery. It provides a one stop shopping experience for users looking for IBM product and promotional imagery.