Cover Story: Direct Marketer of the Year: Sandy Carter
In 2010, the organization inducted Carter into the WITI Hall of Fame.
"I believe that people are people and you're put in positions because of your performance," Carter says. "But I do feel a great deal of responsibility to help other women be successful. … [Retired IBMer J.T. "Ted" Childs Jr., now a workforce diversity consultant,] taught me, early on, that it's everybody's responsibility to pull someone through. That's what he called it. Reach back and pull someone through.
"And I feel because of who I am," Carter continues, "I have a great responsibility to do that. To pull others through. To help. And doing that, not because they're women, but doing that because I see talent and potential and just know that they might need a little nudge to be more successful, a little confidence or a little extra push. And I do feel a great sense of responsibility to do that, based on where I am."
Even as Carter alludes to currently mentoring talented marketers, she has some thoughts on what they and other marketers will need to consider in the future.
Mobile is important to know, but it has been for a while now, Carter says. Pay attention to the cloud, she advises. And definitely stop thinking of customer funnels. She sees it as a circle, with consumers and customers entering and exiting "all over the place," causing the need for a perpetual campaign.
"To be a great marketer today, you have to be able to use technology," Carter says. "Use the analytics. In fact, a lot of IBM research shows that marketing and IT getting together and partnering today is the most powerful partnership that exists out there. And so I think that a lot of marketers came up … on the agency side, or they're just on the creative side, and they're fearful of the technology. I think it's changing a little bit with the next generation, but I think a set of [a] generation today is a little fearful of that technology."