When IBM sold its marketing software division to investment firm Centerbridge Partners in July 2019, the new owner essentially created a 1,000-person startup. It was given a new name, Acoustic, but lacked a culture, brand equity and a cohesive product offering. With only a few months to maximize the pedigree of IBM Watson Marketing, the clock was ticking.
This was the challenge for Norman Guadagno, Acoustic’s first chief marketing officer. Guadagno, facing a “build the plane while flying it” scenario, luckily started on the same day as the chief human resources officer—giving the pair the opportunity to craft a culture together. This partnership allowed marketing to impact the entire organization, helping Guadagno deliver on Acoustic’s new promise, “Marketing technology reimagined.”
Acoustic CMO discusses how an employee ambassador program helped spread the new mission, vision and values.
Read the full Q&A on Ad Age: How an IBM Spinoff Preserved Culture and Brand Equity on the Fly
Listen to the Episode: Spinning a New B2B Brand Out of IBM
