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Video Tutor Alisa Maclin, Vice President, IBM Smarter Commerce Marketing
Alisa Maclin is Vice President of Marketing for IBM's Smarter Commerce Initiative. Smarter Commerce is a unique approach designed to help companies better integrate and more effectively manage their value chain — including buy, market, sell, and service processes — to put the customer at the center of decisions and actions. As leader of Smarter Commerce marketing, Ms. Maclin is responsible for global marketing strategy and execution for IBM’s commerce related product and services portfolio, including over $3B in recent acquisitions. Previously, Ms. Maclin was Vice President of Market Strategy and Planning for IBM Global Business Services, with responsibility for developing and executing marketing strategy for IBM's consulting and application management business worldwide. Ms. Maclin has more than 20 years of global marketing and sales leadership experience at IBM, including executive roles in IBM's Software, Global Services, and Sales and Distribution divisions.
Ms. Maclin lives in Irvine, California and holds a BA in Communications Studies from UCLA, and an MA in Communications Management from USC's Annenberg School for Communications.
Questions, and Answers from the Tutor
asked by Deborah Hagar
Question: Do you have an established framework that defines the infrastructure/digital tools necessary for smarter commerce? And, is there any type of business that will not need to consider smarter commerce?
Answer: The digital tools and infrastructure roadmaps will depend on the organization's business model and strategy. We often start working with clients on building the right cross-channel commerce platform, and then consider how marketing, order fulfillment, price optimization, and other key processes - and the tools that enable them - get integrated into the platform to deliver compelling cross-channel commerce capabilities. Understanding the business objectives and process transformation goals will guide the infrastructure/tools decisions. Most businesses will need to consider some aspects of smarter commerce, unless they are in an industry that is not being impacted by consumerism and the associated digital/mobile/social forces that empower customers... but those examples are relatively limited. For more information, please visit: ibm.com/gbs/smartercommerce
Question: What are some of the ways an enterprise might construct a smarter commerce ROI plan?
Answer: At IBM we have created an incredibly powerful services portfolio to enable and transform the way companies deliver value to empowered customers. IBM has highly skilled Smarter Commerce consulting teams who can help you solve your most complex buying, marketing, selling and service delivery challenges. Our Smarter Commerce consulting and systems integration capabilities are business focused and designed to help our customers build a Smarter Commerce ROI plan in key areas of their business. Examples of this include crafting innovative new ways to enhance, extend, and re-define customer value propositions by taking full advantage of the digital, social, and mobile opportunities; building a new digital presence that delivers a more consistent, more personalized, and more impactful experience across channels and touchpoints; and increasing end-to-end supply chain visibility to link customer demand, supply, and logistics for improved order management and fulfillment. For more information, please visit: ibm.com/gbs/smartercommerce
Web Wise World Poll: Smarter Commerce
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