International Business Machines Corp. has put Robert C. Timpson, the head of its sales efforts in the Northeast, in charge of its newly created North American sales, marketing and product-development organization for the financial industry.

The financial unit is one of 14 industry-specific organizations IBM has said would take over operations that had been organized into geographic areas.

Reporting to Mr. Timpson will be David Ballenger, head of IBM's financial industry marketing, and Patti L. Prairie, head of the financial portion of IBM's consulting practice, an IBM spokesman said. Geoff A. Emerson, head of IBM's Document and Check Image Solutions unit, will also report to Mr. Timpson.

IBM's bank branch computers and software unit will continue to be lead by Peter B. Drez, the spokesman said. But Mr. Drez will report to the head of the finance industry unit for Asia and the Pacific rim, because of the popularity of IBM's branch business in that area, he said.

IBM's Integrated Systems Solutions Corp. outsourcing unit was unaffected by the change, the spokesman said.

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