Brainwave Winner:  Sue Bostrom

April 6, 2009

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Sue Bostrom believes collaboration is the key to breaking down barriers on a global level.  To foster the spirit of innovation and change, she introduced a new identity for Cisco in 2006: “Welcome to the Human Network.” Now she’s focused on a second phase of the campaign, “The Human Network Effect,” which looks at success stories of collaboration and engagement. 

“Because of this campaign, Cisco is recognized as the company that truly changes the way we work, live, play and learn,” says Bostrom, who has more than 20 years of strategic marketing experience, including 11 with Cisco. 

Recognizing the shift to a digital world, Bostrom has made Web 2.0 and social networking central to her brand’s marketing strategies. “We gather insights from tools such as blogs, Twitter, online media and product integrations and leverage those insights to guide our marketing plan, messaging and product development,” she says.

Bostrom also is helping to redirect leadership resources into boards, councils and  working groups for greater speed, scale and flexibility in accomplishing Cisco’s objectives. “We seek to lead from the middle,” she says. “This is a critical element in our strategy to weather the current market challenges and position us for growth.” 

One example is the recent “Five Ways to Thrive” program, where Cisco shares its business best practices and provides multimedia content to customers.  “It's a pragmatic program that speaks to our customers in a direct, business-relevant tone,” she says.  Cisco has also moved to virtual product launches that have three times the reach of in-person events at about 10 to15 percent of the cost.

“I want marketing to be on the leading edge of innovation,” says Bostrom. “I enjoy collaborating with brilliant people who inspire me to push myself. You have to challenge the norm, take risks and always look for better ways to do things.”

For more Changing the Game Awards Winners:

Brainwave Winner: Laura Klauberg
Brainwave Winner: Becky Saeger
Brainwave Winner: Pamela K. El
Quantum Leap Winner: Nancy Smith
Paradigm Shift Winner: Esther "E.T" Franklin
No Apologies Winner: Dr. Jane McGonigal