Sandy Carter

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Sandra "Sandy" Carter
Sandy Carter, IBM.jpg
Sandy Carter at Enterprise 2.0 Conference, in November 2011
Title General Manager, IBM
Successor Incumbent

Sandra “Sandy” Carter is an American business executive, a recognized leader in social business, influential speaker and best selling author.[1][2][3] She is IBM’s worldwide General Manager of Ecosystem Development and Social Business and one of the key leaders responsible for setting the direction for IBM's Social Business initiative. Most recently, NAFE named Sandy a "Social Media Star" and "Woman of Excellence."[4]


Carter joined IBM in 1989 as a leader of the small business focus at IBM, having roles developing markets around beauty care automation, banking, and automotive solutions. Her ability to understand and envision business trends and apply it to the IT industry was soon recognized by IBM’s leadership. Currently, she is Vice President, Social Business and Collaboration Solutions Sales and Evangelism, where she is responsible for setting the direction for IBM’s Social Business initiative, working with companies who are becoming Social Businesses, and being the evangelist for the concept and best practices around Social Business.

Prior to her current position, Carter was VP, Software Business Partners and Midmarket where she was responsible for IBM’s worldwide software ecosystem initiatives. In this role, she created the SVP program, a best of class in industry for partnerships; Created Ready for and Powered by for Partners. She has won recognition from VAR Business, CRN Channel Champions, Xchange Excellence, and Forrester ISV Partner Program for IBM’s Business Partner program. She was also VP, SOA, BPM and WebSphere Strategy, Channels and Marketing where she drove IBM’s Service Oriented Architecture (SOA) marketing efforts to achieve 70% market share for SOA, and where IBM WebSphere® became a market leader, receiving more than 34 industry awards. Carter was created a methodology for creation of new markets documented in the book "The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market".

She received a patent for developing a methodology and tool to help customers create a technology deployment path in automation of their IT processes.

Fast Company named Carter one of the most influential women in technology,[citation needed] and Everything Channels CRN magazine named her one of the most powerful 100 women in channels in 2009 and 2010.[citation needed]

Industry Recognition[edit]

Sandy Carter, is known for her innovative Marketing 2.0 and has led the IBM brand to win over 14 industry marketing awards in the previous years.
She has authored three books “The New Language of Business: SOA & Web 2.0”, which won the Platinum MarCom Award in 2008, and “The New Language of Marketing 2.0: Social Media”, which won the Silver MarketingSherpa award in 2009[5] and the bestselling "Get Bold” in 2011 where her AGENDA approach has been praised by business leaders. Her numerous industry awards include: "Brand Leader of the Year" from the World Brand Congress,[6] "Top 10 in Social Media" from Altimeter Group and Fast Company's "Most Influential Women in Technology."[7] Sandy was named one of the "Ten most powerful women in tech" by CNN magazine.[8] Most recently, NAFE named Sand a "Social Media Star" and "Woman of Excellence."[4]

Selected publications[edit]


External links[edit]