May 19, 2020

COVID-19 strengthens the case for sectoral collaboration

Simon Hill, CEO, Wazoku
3 min
COVID-19 strengthens the case for sectoral collaboration

COVID-19 is a crisis that is virtually unprecedented in modern times and one in which no-one really knows what the long-term impact will be. 

What is clear, though, is that COVID-19 is a global challenge and one that will require collaborative thinking and an innovative approach to address it. 

Just as forward-thinking businesses are harnessing the value of networks of people closest to them, to help generate ideas and solve challenges together, so must governments around the world work more closely with each other and the private sector.

Co-creation in business 

One of the really powerful benefits of innovation and co-creation is that they allow a business to ride out periods of disruption. It does so by embracing the theory that no one person has all the answers and many organizations realize that the solutions they’re looking for may lie outside the business. 

This has never been truer than it is during the COVID-19 crisis.

Businesses all over the world are having to rethink how they deliver products and services, how they manage their employees and how they interact with customers, suppliers, partners and more. Many will need to pivot dramatically to stay open. 

Businesses are unlikely to get the inspiration for ideas that will help them by focusing on their usual methods. 

An innovative approach is essential, as is canvassing the thoughts of as wide a group as possible, while the really smart companies will put together a process for managing the outpouring of ideas.

Collaboration for the global good

While every country is at a different stage of COVID-19, it is truly a global issue. Any response will require widespread collaboration and co-creation at all stages, whether that is working on ways to address COVID-19 itself or ways to manage the aftermath. 


This idea has already been kickstarted but needs more involvement. During a recent call with the Italian Prime Minister, China’s President proposed the construction of a ‘Health Silk Road’ to help co-ordinate global efforts to tackle the pandemic. 

Such open collaboration has become the norm for many businesses, with firms willing to take ideas from employees, partners, customers and more, and also providing the ways and means for them to collaborate. 

World leaders must put political differences aside and work with each other and with business to tackle COVID-19.

A more collaborative approach to leadership

There is a need to put political differences aside at a country level too and leaders should call upon the collective group that best understands what they are going through. 

Why shouldn’t President Trump, draw on the expertise of former presidents such as George W Bush and Barack Obama? The input and ideas of elite politicians with experience of leading during previous crises would be invaluable in terms of how COVID-19 is managed.

The world is in crisis right now and we need more collaboration than ever across society. Collaboration and co-creation bring many benefits to businesses and government departments all over the world. COVID-19 has only made the case for collaboration even stronger.  

By Simon Hill, CEO, Wazoku

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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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