Those selected for the Power 10 are ultimately defined by their smarts, by the intelligent marketing decisions they've made in their careers, especially in the past 12 months. In these fast-moving, complicated times, the field of b-to-b marketing demands, above all, brainpower.
Take Power 10 member Abby Kohnstamm, IBM Corp.'s senior VP-marketing. Steve Hayden, president of worldwide brand services on IBM at Ogilvy & Mather Worldwide, New York, said: "I've characterized her as having an almost crystalline intelligence."
Think about b-to-b marketing for just a moment. Certainly, it takes more thought to sell a company a mainframe computer or over-the-road rig than it does to sell a teen-ager a 50-cent can of pop.
The Power 10 is a smart, articulate, persuasive group. Consider Joseph Pyne, United Parcel Service's senior VP-marketing. His intelligence was so apparent that he rose from part-time dock worker to member of the company's management committee.
Then there is Jim Lesinski, Volvo Trucks North America director of marketing communications. Eschewing the traditional b-to-b marketing approach of 3 yards and a cloud of dust, he went for the long bomb, wagering a large portion of his budget on a Super Bowl ad. His approach was the smart one, boosting market share and awareness.
In addition to intelligence, the Power 10 thrive on competition. Nick Earle, Hewlett-Packard Co.'s chief marketing officer-enterprise computing solutions organization, showed his fondness for aggressive marketing by his response to being threatened with legal action for an H-P marketing campaign that attacked Compaq Computer Corp.: "We got a cease-and-desist order. But, boy, did we get a lot of publicity."
That's powerful stuff.
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