Noah Syken, IBM
Vice President, Sports and Entertainment Partnerships
Syken is another b-to-b marketer deploying tactics normally used to sell consumer products. He began his nearly 20-year run at IBM as a media planner, which may explain why he knew to ask about analytics and metrics long before that was in vogue. As the man most identified with IBM’s media, advertising and sponsorship strategy, he’s led impressively integrated efforts, utilizing assets like tennis’ Grand Slam events, the PGA Tour and even Watson, the company’s artificial intelligence ambassador and “Jeopardy” champion.