©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Allison Watson, corporate VP-U.S. marketing and operations group at Microsoft Corp., is responsible for strategic development for the company’s U.S. business. The U.S. accounts for about 40% of Microsoft’s worldwide commercial revenue.
In this role, Watson works closely with Microsoft’s IT group to use the latest technology in marketing efforts. In the following interview with BtoB, she discusses how marketing and IT can work more closely together to improve marketing effectiveness.