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CMO, General Electric
General Electric (GE) has been around for more than a century, but the company isn’t stuck in its ways. From industrial power generators to washing machines, GE is connecting technology to the internet in new ways and developing new-age marketing campaigns to match. Linda Boff, GE’s CMO, spoke with eMarketer’s Maria Minsker about the organizational changes the company has made in response to the onset of the digital age.
eMarketer: Define digital transformation. What has it meant for your business?
Linda Boff: We’re a 125-year-old startup. Today, we’re not only making world-class machines but also connecting them to people and other machines so that they can be monitored, optimized and diagnosed for potential problems. We’re investing in additive manufacturing, literally printing jet engine nozzles and opening factories. The teaming of hardware, software and analytics to unlock, collect and deliver insights has a huge potential impact on productivity and efficiency for both GE and our customers.
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