Marketing to the full suite

While not a new term, Consensus Marketing is becoming more common in marketing’s lexicon as the dynamics of business-to-business (B2B) decision making are changing. As many marketers in B2B industries are observing, today’s major purchases are made by large groups of diverse stakeholders, forcing interaction among CFOs, COOs, CIOs and other C-suite executives. In fact, a recent CEB survey reveals the average buying group for a B2B purchase decision is a whopping 5.4 people.Read more

IBM Executive Interview, Jon Iwata [Biz Leader Latte]

“Initiate something that no one expects you to do and really try.” – Jon Iwata, IBM Sr VP, Marketing and Communications Leslieanne John, P-TECH student and IBM CAI intern, is conducting a series of executive interview posts exploring topics such as the technical skills necessary for business today and preparing students for the future.  She’ll also be looking into technical skills gaps and how technology integrates with education.  Her third interview was with Jon Iwata, IBM Senior Vice President, MarketingRead more

Tweeting your bank – big data, customer experience and the Cloud. A discussion with Frank DeGilio

A few months ago, Steve Rogers, Director of the IBM Center for Applied Insights, had a great discussion with Frank DiGilio, Distinguished Engineer and Chief Architect for IBM Cloud.  Previously, we shared their discussion about collaboration and partnering. Today, we’re focusing on the the role of social and cloud for competitive advantage. Steve Rogers: Frank, have you seen Cloud change the dynamic, the boundaries, the rules of the road, or even the business models in certain industries? Frank DeGilio: Yes. I think that Cloud isRead more

Advice from the C-suite’s newest members: Chief Data Officers

Last week, I attended Innovation Enterprise’s Chief Data Officer (CDO) Summit in San Francisco. A leading group of CDOs joined with aspiring CDOs and industry experts for two days of presentations, workshops, and networking. It was fascinating to hear CDOs share their insights on how they are moving beyond why organizations need a point of accountability for enterprise data management to how to get started and what projects to initiate for greatest impact. As one CDO put it, making theRead more