Alison will lead a discussion on the trends of cutting edge B2B marketing and how brands need to redesign their approach to digital. With 27 years at the company under her belt, she now heads up a large international team responsible for marketing strategy and delivery of IBM’s brand and reputation, as well as its sales pipeline development. In this session Alison will talk about her involvement in IBM Europe’s journey to adopt agile as a marketing function, saying that the approach is a crucial part of the company’s goal to become truly customer-centric. Around 5,000 marketers have now been instructed in agile principles at IBM.
Alison was named by MarketingWeek as one of the Top 100 most effective marketers in the UK in 2020.
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