Qualcomm

Over the past two years, Qualcomm has restructured its marketing organization to position it as a business driver more directly tied to results. Here’s how.

Qualcomm CMO Penny Baldwin has the unique challenge of marketing a behind-the-scenes brand. While Qualcomm technology powers smart phones with wireless cellular technology, video streaming and mobile GPS, most people outside of the technology world may not even realize it exists. “Qualcomm has been somewhat of a silent, invisible brand in the background,” Baldwin said. […]