The world is changing around us and marketing leaders must transform their organizations to keep up. In this post, the fourth installment in profiles of finalists for the Cojones Awards, the focus is on three change agents who have had the courage to transform their marketing teams to accelerate their firms’ progress toward becoming modern marketing organizations.
Cisco has been an early thought leader on the subjects of a connected world and the Internet of Things. But to “land the parachute” and connect these high-level thoughts to real business benefits, CMO Blair Christie needed to transform marketing at the company. “It was a big challenge. We’re moving from selling products and hardware to a much broader, more solutions-oriented approach. We couldn’t talk about the Internet of everything and then drop 30,000 feet to a box or a router. All of our various business units had to come together and build reference architectures and roadmaps, where we wouldn’t just integrate, we would actually create turnkey solutions for the customer.” …
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