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Buell Duncan, IBM’s popular ISV ambassador, left IBM’s software channel group for a bigger, broader position at Big Blue.

Duncan, previously general manager of ISV and developer relations for IBM Software Group, was recently named vice president of worldwide marketing for the group, a company spokesman said.

In his new role, Duncan is responsible for driving the division’s marketing mission, which is now aimed squarely at “increasing its presence in the midmarket,” the spokesman said.

Jim Corgel, most recently the general manager of SMB services, takes Duncan’s post as the head of the ISV ecosystem.

Corgel’s mission will be to drive IBM-based solutions in new markets and increase cooperation with developer and academic communities.

The $18.2 billion Software Group, under Steve Mills, now contributes 40 percent of IBM’s overall profits and is a key driver of growth, the company said in a statement.