INCOSE Los Angeles: The Accidental Marketer

El Segundo , USA
200 N Aviation Blvd

Meeting Title: The Accidental Marketer: What System Engineers Need to Know About Strategy
Presenter Names:  Mary Abbazia & Tom Spitale
Date: Tuesday, 13 February 2024
Time: 17:30 - 19:30 PST
Venue: Online via Zoom; In person: The Aerospace Corp. D8/1010, 200 N Aviation Blvd, El Segundo, CA 90245


Are you an Accidental Marketer – someone who is technically trained but finds themselves in a marketing or commercial role? This upcoming INCOSE session on February 13th features The Accidental Marketer: What System Engineers Need to Know About Strategy. Caltech instructors, Tom Spitale and Mary Abbazia will discuss three key strategic questions:
1. How Do You Stay Attuned to Power Shifts in Your Industry?
2. How Do Innovators Keep Their Edge?
3. How Can Market Research Help Avoid Disaster and Drive Success?

They will address these questions by sharing interesting stories from their new book, The Accidental Marketer Case Book, about companies such as GE, Haier, and Lexus. They will provide you with practical tools that you can immediately apply to your business to answer these types of pressing questions. You will learn how to use an Influencer Map, the Benefits Ladder & The Ability to Compete.


Mary Abbazia, Managing Director of Impact, is a dynamic marketing strategist, TEDx speaker, and co-author of The Accidental Marketer and the newly released Case Book.  With years of global experience across a wide range of industries and technologies, Mary has guided clients, including GE, Pfizer, and Marriott, in developing truly differentiated market strategies for business growth. Her passion lies in helping teams quickly solve tough B2B marketing challenges, using a customer-driven "outside-in" approach, combined with real-world insights that leverage new concepts like Artificial Intelligence (AI).  As a strategic marketing instructor at Caltech and a global speaker, Mary's unique teaching approach is captured in 'The Accidental Marketer,' a guidebook co-authored with Tom Spitale, offering practical frameworks and tools that have transformed leading brands worldwide.

Tom Spitale, visionary co-author of The Accidental Marketer and the newly released Case Book. He is a Partner at Impact, a strategic leader and B2B marketing expert. With a deep understanding of market dynamics, Tom empowers executives to craft differentiated plans, foster collaborative cultures, and harness the power of data-driven decision-making. Renowned for his expertise in leadership development and B2B innovation, he guides teams to navigate every-changing landscapes, ensuring a customer-centric focus. A member of Caltech's Executive Education staff, Tom's transformative insights on enterprise-level planning, cross-functional collaboration, and AI-powered marketing make him a sought-after consultant for B2B companies like Medtronic, Synchrony Financial and Halliburton.

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