Alison Orsi is one of the UK’s most experienced and vocal marketers, with over 20 years at IBM. Leading a department of 200 people, she is also on IBM’s global marketing leadership team, where she professes to be at once challenged and excited by the changes new technologies are wreaking on customers and marketers alike. “The technology industry is going through three concurrent, seismic shifts as we head into a new era of digital: the explosion of data, the flexibility of cloud and the demands of new ways to engage with clients and employees. It is a lot to navigate,” she says.