What are the key differences in how Oracle and IBM use their data platforms to win large enterprise customers?

Oracle's winning strategy is technology-led, using its superior proprietary database platforms as a powerful "pull" to attract and retain large enterprise customers. Its "How to Win" is built on "Proprietary technologies, such as Oracle Autonomous Database," which provides unmatched performance and automation. As its key distinctiveness highlights, the Autonomous Database is a "flagship proprietary technology that serves as a powerful differentiator to attract its massive existing database customer base to the cloud." Oracle leverages the strength and reputation of its database to migrate its enormous on-premise customer base to Oracle Cloud Infrastructure (OCI), effectively using its data platform as the primary engine for broader cloud adoption.

IBM employs a distinctly services-led strategy, where its data platforms are part of a larger, integrated solution sold and implemented by its massive consulting division. IBM's key distinctiveness is the "deep, symbiotic integration of its large-scale consulting arm with its technology portfolio." Rather than leading with a single product, IBM wins large enterprise deals by offering end-to-end business transformation projects. "IBM Consulting fuels approximately 80% of IBM's AI bookings," demonstrating that the technology, including data and AI platforms like watsonx, is often deployed as part of a broader, strategy-driven engagement. In essence, Oracle wins by selling a superior product that pulls customers in, while IBM wins by selling a comprehensive solution delivered by its expert services.