Operating in over 40 countries and providing solutions for wellknown companies like Pepsi and Saab. IFS understands the importance of BQB marketing. The company develops and delivers enterprise software for customers around the world. IFS solutions enable customers to enhance business performance. Page [IS ounded in 1983. IFS has grown to over 3.500 employees and supports more than IOJDOO customers worldwide. The IFS network flocal ofces facilitates on-site support. IFS develops and sells software solutions supported by strong professional services Individuals like -. The project director gets involved in after-sales implementations of [FS solutions to create a lasting usiness relationship between [ES and its clients. Buying centres in an organization make decisions on potential purchases. With the complexity and impact to the business that IFS solutions provide. users and inuencers normally play a key role in the buying process. Users utilize the software while inuencers have the specialized knowledge ofwhat is being purchased. "It is important for me to be available to the users and influencers in an organization." shares Venter. "Not only do I want the solution to meet the client's immediate needs. I want to be able to anticipate future needs that we can solve.\" In order to thrive. organizations need to make good business decisions. IFS has pioneered componentbased service management and enterprise resource planning (ERP} software. ERP information systems help managers make decisions by aggregating company data. This creates a huge opportunity for IFS to continue to build its customer base. When asked about the size of IFS's target market. Venter offers this advice: "To be successful in BBB marketing. it is important to focus and develop understanding around a few industries that you can develop expertise in.\" IFS focuses on a few core industries. Choosing which industries to pursue is facilitated bythe North American Industry Classication System (NAIC'S). and focusing on core industries allows marketers to become more relatable. to communicate with buzzwords. and essentially. to begin prospective relationships. In 2013. Seaspan Marine Transportation. a prominent marine transportation company operating along the West Coast ofNorth America. selected IFS applications to support its shipbuilding materials requirements. [More details about Seaspan can be found in the IE. Marketing News-Flash. "New Seaspan Ships to Span Sea") Alluding to the complexities of shipbuilding. Venter explains. "You need to be able to order an anchor in advance. You don't want parts ofthe ship too early or too late. You want it ready when it is time for installation." Not only does IFS promote its solutions. it in turn uses its own solutions. It is currently undergoing a transformational change ensuring that its own infrastructure is powered by its own solutions. Venter believes that "organizations that use their own solutions have more credibility and trust among the industries they serve." And he is a key individual building that credibility and trust among IFS and its partners.1