|Sandra "Sandy" Carter|
Sandy Carter at Enterprise 2.0 Conference, in November 2011
|Title||Vice President, IBM|
Sandra “Sandy” Carter is an American business executive, a recognized leader in social business, influential speaker and best selling author. She is currently IBM’s worldwide Vice President of Social Business Evangelism and Sales 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."
Life and Education
Growing up, Sandy Carter dreamed of being a doctor or veterinarian. When she started college, she pursued a medical career. But one day during her sophomore year at Duke University, that ambition was stopped cold. “It turns out that I’m allergic to anesthetic,” Carter says.
With the help of a sympathetic professor, Carter was introduced to a professor in the computer-science department who was using computers rather than animals to test cosmetic ingredients. A new path opened up for her. “I fell in love with technology and the power that it brought to the medical field,” Carter says. “I felt really empowered that IT has so much potential to help different customers in different ways.” That feeling of empowerment served Carter well the following summer when she applied twice for an internship at IBM and was turned down both times. Determined to work at IBM, Carter applied a third time, but handled her application a bit differently. This time she wrote it like a Pascal computer program: If you want a great person, then do this. She sent it to the head of HR, who realized she had the kind of creativity that would make a difference and hired her.
For her internship, Carter was charged with training the HR department about computers. “At the time, many people didn’t know how to use PCs, even at IBM, as they were trained on 3270s and all this green-screen stuff,” Carter says. Her mission was to train the department in an innovative way, as the HR employees weren’t technologists. She succeeded.
After graduating from Duke in 1985, Carter explored her options, including pursuing computer science at the Massachusetts Institute of Technology and applying to the business schools at Stanford and Harvard universities and the University of Pennsylvania. During Carter’s interview at Harvard, two professors won her over. They believed their program would not only let her increase her knowledge of technology, but also teach her how to manage the development of it, communicate it and use it in the general public.
Carter’s early medical aspirations were motivated by her desire to help people. She realized during her college years that she has the gift of understanding technology and being able to explain it to those unfamiliar with it. Carter wanted to use that gift, “to help build a smarter planet, to translate the work of the technologists who speak geek, and to explain the power of technology to my mom and dad.” By all accounts, Carter has succeeded, not only for her parents but for many, many others.
Sandy is an avid traveler and a lover of all things Texan! She has traveled to over 68 countries in her Social Evangelism Role. Since the early days, her interest in Science, Math, and Engineering started from winning a Science Fair project on automating solar energy. After graduating from Duke University with a Bachelor of Science degree in Math and Computer science from, she went to Harvard Business School and graduated with an MBA (Managing Technology & Marketing) from Harvard Business School, and is fluent in eight programming languages. She received a patent for developing a methodology and tool to help customers create a technology deployment path in automation of their IT processes.
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. Sandy 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"
Fast Company named Ms. Carter one of the most influential women in technology, and Everything Channels CRN magazine named her one of the most powerful 100 women in channels in 2009 and 2010.
Sandy Carter, is known for her outstanding 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 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, "Top 10 in Social Media" from Altimeter Group and Fast Company's "Most Influential Women in Technology." Sandy was named one of the "Ten most powerful women in tech" by CNN magazine. Most recently, NAFE named Sand a "Social Media Star" and "Woman of Excellence."
Carter is an active community leader. She is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women and also a member of the WITI (Women in Technology International) Executive Advisory Council and the American Management Association (AMA) and the Chief Marketing Officer (CMO) Inner Circle. She also serves as a Board Member of the Grace Hopper Industry Advisory Committee and is the Co-Lead IBM Partnership Executive at her alma mater Duke University. She serves on the Board of WITI and is a Board member of the Forrester Research CMO Board. She also serves on the Board for the Children’s Art Foundation.
- Until recently, technology stood in the way of achieving these goals. Thanks to the emergence of service oriented architecture (SOA), Web 2.0, and open standards, technology now enables companies to achieve those goals. In The New Language of Business, one of IBM’s top SOA strategist demonstrates how business leaders can use innovations in technology to drive dramatic process improvements and support accelerating change.
- Sandy Carter shows how to deconstruct your business into a “componentized” business model, then support that model with linked, repeatable IT services that can adapt quickly, easily, and economically. These techniques will help both IT professionals and business leaders reach new levels of operational excellence to deliver the market-focused innovations that matter most.
- Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.
- Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.
- Using social media, tools, and techniques, you can build a profound Social Business: one that is more dynamic, collaborative, efficient, and customer-driven--and far more successful. To capitalize on this monumental opportunity, however, you must deeply infuse the techniques and ethos of social collaboration throughout your organization.
- In Get Bold, IBM social media pioneer Sandy Carter presents a comprehensive framework for transforming your business into a winning Social Business. Carter’s proven six-step AGENDA addresses goals, culture, governance, listening, trust, engagement, experience, processes, reputation/risk management, analytics, and even globalization.
- Available in English, Japanese, and Spanish. Coming soon, Chinese.
- "'Culture Eats Strategy for Lunch': An Interview with IBM's Sandy Carter". Reuters. Retrieved 2009-08-21.
- "Interview with Sandy Carter at IBM's IMPACT 2009 Conference". InformationWeek. May 13, 2009. Retrieved 2009-08-21.
- "The "S" Stands for Service: An Interview with Sandy Carter, IBM’s VP of SOA Strategy". MarketingSherpa. Retrieved 2009-04-16.
- "2012 NAFE Women of Excellence". NAFE. Retrieved 2012.
- "MarketingSherpa’s 2009 Email Awards Gallery: Get Inspired by These Exceptional Campaigns". MarketingSherpa. Retrieved 2009-08-21.
- "2009 Brand Leadership Award Winners". World Brand Congress.
- "Women in Tech: The Executives". fastcompany.com. Jan 14, 2009. Retrieved 2009-08-21.
- "10 most powerful women in tech". CNN. Retrieved 22 March 2012.
- AUD hosts IBM Vice President Sandy Carter