For over 100 years, IBM has been a driving force for innovation in every industry. With growth, the marketing organization became complex, geographically disparate, and operationally fragmented. These factors made it nearly impossible for marketers to deliver experiences expected of IBM's iconic brand. Join Saralyssa Gonzalez, IBM's Adobe Workfront business owner, to hear how IBM leveraged Workfront as a strategic mechanism for alignment to sales and business objects while empowering global marketers to deliver relevant customer experiences. She will be joined by IBM leaders for an open Q&A, providing a unique experience for Summit attendees embarking on their own transformations.
- The approach to align marketing priorities to the larger IBM strategy
- How to leverage Workfront to power prioritized, cohesive, operationally efficient campaigns from intake to execution
- Senior IBM leaders share their guidance on navigating marketing transformation