Page 19 - Internationalist Magazine 2015 75

FRONTLINES

E’s Andy Markowitz Discusses

G

the Race for Accountability in an

Era of Transformation

Andy Markowitz, the group with the goal of providing new value

General Manager of GE’s to GE’s overall businesses, while re-thinking the

Performance Marketing corporation’s organizational development in an

Labs, believes we are effort to work with more people and skills. “At

currently operating in the GE,” he says, “we are constantly trying to break

Age of Transformation down silos and encourage people to work more

and Accountability, holistically.”

rather than The Golden Andy Markowitz shares his Five North Stars for

Age of Marketing. “I Performance Marketing:

see marketing as being

accountable, and through 1. Connect Everything. “If you’re going to drive

accountability, you build relevance and value— cultural change, you have to connect islands and

internally and externally. Technologies are evolving bring people together.”

so fast and we are now moving beyond the ‘test and 2. Mass Race for Global Permissions. “Every

learn’ phases to a place where digital is creating marketer needs rst-party data to be smarter

opportunities to reach true accountability with about their customers. Think about behavior and
marketing spend.”
permissions from a customer perspective. We ask-

Andy broadly describes Digital Marking as “a -‘How do we drive our customer success to solve

quest to connect people, ideas, places, and machines their problems?’”

to personalize and customize user experience.” He 3.
Know Your Audience. “You simply have to know

adds that “the yield is micro relevance for macro everything about what your customers want.”

impact.” He’s also quick to note that we often think 4. Great Content Finds Its Audience. “We have

that marketing has gone digital, while, in fact, it
found through several signi cant global media

is business as a whole that’s gone digital. He cites partnerships how thought-leadership marketing

how Uber, Facebook, Alibaba and Airbnb carry no can be made hyper-relevant for our customers.”

inventory, but are simply about value creation.
5. Innovation. You have to be a disruptor, which

The mission of the GE Performance Marketing means being smart and fearless while often

Labs is to focus on marketing opportunities that embracing the new.

drive stakeholder connection, as well as commercial

relevance and acceleration, or as Andy clari es, “we Andy Markowitz also had a few words about

make it easier for GE Customers to buy or for GE the shiny, new objects that digital marketers often

Sales teams to sell products.” The Marketing Labs embrace quickly. He said, “If shiny changes culture,
concentrate on strategy, lead generation, channel they are valuable. However, keep in mind that shiny

disruption, insights and analytics, content, social alone is not a strategy—only when they drive change

media, and customer engagement. Andy leads
can shiny new objects be strategic.”

www.internationalistmagazine.com 17