To see how IBM’s best practices shine through, we review the top five best-practice areas from Chapter 4 and show how IBM has effectively marketed the effort. As a reminder, those five areas are
Focus on becoming a role model company.
Evaluate your partners and suppliers.
Educate yourself and your company.
Evaluate your brand.
The following three key leaders address the details of IBM’s marketing efforts: John Soyring, vice president of Industry Solutions and board member on IBM’s Energy and Environment Board; Rich Lechner, vice president of Project Green; and Steve Cole, segment leader for one of the Green Solutions areas in IBM Energy Efficiency Technologies and Services. ...