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Marketing Innovators Luncheon Seminar

The Customer-Activated Enterprise

Lisa Smith, Director, WW Marketing, IBM

The deck from this presentation may be found below.

Building upon more than a decade of research that has helped to produce the IBM C-suite Studies series, the new IBM Global C-suite Study The Customer-activated Enterprise embodies one of the largest collections of C-level executive insights produced anywhere in the world.  

Following face-to-face conversations with 4,183 C-suite executives, the study reveals how they view the world.  To obtain an extended vision across the boardroom, we included six major roles in our C-suite Study interviews: Chief Executive Officers (CEOs) and Senior Public Leaders, Chief Information Officers (CIOs), Chief Finance Officers (CFOs), Chief Marketing Officers (CMOs), Chief Human Resource Officers (CHROs) and Chief Supply Chain Officers (CSCOs).  As a result of analyzing our findings, three major themes emerged. Today's C-suite executives must:

  • Open up to customer influence
  • Pioneer digital-physical innovation
  • Craft engaging customer experiences

Lisa Smith, Director, WW Marketing, IBM, will share a top-line of the study insights that will help marketers understand and activate change to support the board room insights across their organizations.   In addition, she will lead a conversation about the study insights and pragmatic thoughts & reactions with senior marketing leaders including:

Click here to view the infographic from the study!


Mrs. Smith manages IBMs primary Industry led demand generation program across all geographies.  The Industry Leadership Demand Program mission is to create and progress opportunities by demonstrating to C-suite and LOB clients a deep understanding of their industries and the business value delivered through integrated IBM solutions.  The Industry Program requires funding and execution across all countries and IBM brands and has the largest IBM marketing contribution targets. In addition to managing IBM’s largest marketing program, Lisa is responsible for Industry and Consulting area digital presence on, lead generation through digital channels and overall industry digital activities.

Lisa has held a variety of strategic marketing and communications positions with expertise in the development of new business opportunities, industry growth strategies and thought leadership marketing execution.  Prior to her current role she was responsible for thought leadership, industry and client reference programs.  In this role her team developed compelling thought leadership in partnership with IBM Institute for Business Value across all IBM priority industries and service lines including the CEO and CMO executive studies with deployment focus on driving pipeline.

Her previous roles in IBM included marketing for an emerging business unit based on IBM’s Innovation agenda focusing on 3-D internet and Virtual World activities.  Lisa also held World Wide Marketing Manager roles across the Industrial Sector consisting of five diverse industries: Automotive, Electronics, Chemicals & Petroleum, Aerospace & Defense and Industrial Products.  Lisa came to IBM through the acquisition of PricewaterhouseCoopers and prior to that she was with Toyota Motor sales for 8 years.  


Caroline Steele is a versatile marketing executive, with a career spanning more than 20 years and three industries: retail, telecommunications and financial services. As the Chief Marketing Officer of GE Capital, Rail Services, Caroline represents the Voice of the Customer, driving change across the business to respond to evolving market needs. She is responsible for business strategy, customer insights and analytics, commercial strategy, product development and asset management. 

Since joining GE in 2002, Caroline has held a number of marketing leadership positions. Mostly recently, Caroline was Managing Director for Growth and Innovation for GE Capital, Americas, where she delivered a new product introduction model and innovation breakthrough efforts to position GE Capital for future growth. Prior to that, Caroline served as the CMO for GE Capital Retail Finance for the Wal-Mart Card portfolio and as Sr. Vice President of Marketing for GE Capital, Healthcare Financial Services.

Caroline also leads philanthropic efforts for Aunt Martha’s Youth Service Center through GE’s Developing Health program, an initiative that seeks to improve primary care access for underserved populations, and she co-chaired the GE Women’s Network Scholarship Program.

Prior to joining GE, Caroline had a successful 10-year career with Wal-Mart Stores, Inc, influencing marketing operations, customer segmentation, B-to-B marketing, database marketing, competitive analysis, and advertising.  From 1999 - 2002, she was a legacy partner at Nextel Partners, a wireless telecommunications start-up based in Seattle, WA.  During her tenure at Nextel Partners she established a nationwide, B-to-B marketing organization, focused on driving acquisition, activation and brand building in 32 new markets.  

Caroline was raised in Kansas City, Missouri and received a Bachelor of Marketing degree from DePaul University. 


Chris Hasbrook is the Vice President and General Manager of UL’s Built Environment Division, a division of UL that provides services for the Insurance, Construction, Fire, and Life Safety & Security Industries.  Chris joined UL in 2003 as the Engineering Operations Manager for the UL Security & Signaling Center of Excellence located in Northbrook, Illinois.  Chris received an MBA in International Business from DePaul University, and a Bachelor’s degree in Business Administration with a concentration in Finance from the University of Notre Dame.  Prior to joining UL Chris held management positions with leading companies that include Accenture, Deloitte, and PeopleSoft, where Chris led industry-specific Corporate Strategy, Corporate Marketing, and Product Planning activities.  Chris and his family live in Wilmette, Illinois.


As CEO of The Second City Communications, Tom Yorton is creating a positive, disruptive force that changes how people communicate, collaborate and learn in the business world. His work is guided by a fundamental assumption: Business is an act of improvisation. Through comedy, he brings authenticity to work environments by challenging unproductive conventions. Tom has grown The Second City Communications into the world’s largest and most diverse corporate comedy improvisational training and branded comedic content entities  serving a broad range of Fortune 500 clients and nonprofits. 

No refunds; however, you may transfer your ticket to another person if you are unable to attend.

Additional Resources 


*To download the deck, click on the slideshare logo on the bottom left of the the presentation frame. This will lead you to the file on where you can click "Save" at the top of the presentation and save the file to your computer.

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