B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Episode #54: Building a World-Class Brand from Scratch with Maria Winans, Kyndryl
Release Date: July 29, 2025

Introduction

In Episode #54 of B2B Agility, host Greg Kihlström engages in an insightful conversation with Maria Winans, the Chief Marketing Officer (CMO) of Kyndryl. This episode delves deep into the monumental task of building a world-class brand from the ground up, especially following a significant corporate spinoff. Maria shares her extensive experience, strategies, and the cultural transformation that propelled Kyndryl into the limelight as a leading managed infrastructure services company.

Maria Winans: A Journey from IBM to Kyndryl

Background and Role Transition

Maria Winans brings nearly three decades of experience from her tenure at IBM, where she honed her skills across various roles in sales, marketing, and analytics. In her previous position as CMO for IBM America, Maria was instrumental in driving major market activities across the Americas. Transitioning to Kyndryl as its inaugural CMO, Maria embraced the challenge of establishing a standalone brand from a well-entrenched legacy company.

Maria Winans [02:14]: "I've spent 29 years at IBM, navigating through sales, marketing, and the analytical side of business, which allowed me to become a 'unicorn' in the marketing profession."

Building the Kyndryl Brand: From Concept to Creation

Vision Beyond Logos and Taglines

Maria emphasizes that rebranding transcends mere visual changes. It's about transforming the company's culture and strategic orientation to align with its new identity.

Greg Kilstrom [00:56]: "What if rebranding wasn't just about a new logo and tagline, but about transforming an entire company's culture and strategy?"

Naming the Brand: Crafting Meaningful Identity

One of the most daunting tasks was naming the new entity. With over 200,000 potential names considered, the team sought a name that encapsulated partnership and growth. The choice of "Kyndryl" emerged from combining "kinship" and "tendril," symbolizing trusted partnerships and continuous growth.

Maria Winans [06:55]: "We explored territories that reflected what we do and what our customers trust us for. 'Kinship' and 'tendril' perfectly captured our essence, leading us to 'Kyndryl.'"

Cultural Transformation: The Heart of Kyndryl

Purpose-Driven Brand Identity

Shifting from a product-centric to a service-led and people-centric model was pivotal. The brand's purpose was crafted to resonate deeply with both employees and customers, emphasizing collaboration and mutual growth.

Maria Winans [04:01]: "The brand had to have purpose. It had to be intentional and humanize what we needed to do. Our people are at the core of everything we do."

The Kyndryl Way: Core Behaviors

To embed the new culture, Maria introduced "The Kyndryl Way," a cultural platform centered around three key behaviors:

1. Restless: Continuously anticipating and adapting to technological advancements.
2. Empathetic: Prioritizing understanding and listening, especially crucial during the brand's launch amidst the COVID-19 pandemic.
3. Devoted: Demonstrating heartfelt commitment to customer success.

Maria Winans [17:34]: "We introduced three purposeful behaviors: restless, empathetic, and devoted. These words aren't just buzzwords; they define how we operate every day."

Employee Engagement and Empowerment

Recognizing that employees are the founders of the company, Maria spearheaded initiatives to make every team member feel integral to Kyndryl's foundation. Planting a tree for each employee symbolized their roots and commitment to the company's growth.

Maria Winans [21:04]: "We planted a tree for every individual in the company, signaling that each person is a founder with deep roots in Kyndryl."

Strategic Marketing: From Broad Outreach to Account-Based Precision

Targeted Customer Relationships

Transitioning from IBM's broad demand generation approach, Kyndryl adopted an account-based marketing (ABM) strategy. This focus allowed the company to cultivate deeper, more personalized relationships with its top-tier clients across 60 markets.

Maria Winans [19:14]: "We needed to surround our customers with a targeted approach, moving away from mass marketing to foster one-to-one relationships with our most important accounts."

Expanding Beyond IT

While maintaining strengths in IT infrastructure, Kyndryl aimed to extend its services into broader business lines, ensuring comprehensive support and growth for its customers.

Overcoming Challenges and Embracing Surprises

Unanticipated Passion and Commitment

A pleasant surprise for Maria was the unwavering passion and pride exhibited by Kyndryl's employees. Their dedication mirrored the company's mission and reinforced trust with customers.

Maria Winans [20:53]: "The passion of our people and their pride in their work was incredible. It affirmed that we had the right foundation to build something historic."

Maintaining Customer Trust Post-Spinoff

Navigating the transition from IBM to Kyndryl involved addressing customer concerns about continuity and expertise. By emphasizing the retention of trusted experts and the benefits of joining a larger ecosystem of partners, Kyndryl successfully maintained and grew its customer base.

Maria Winans [19:14]: "Our customers told us, 'Whatever happens in this spin, bring your expert.' This trust was paramount in our transition."

Insights and Advice for CMOs

Embracing Discomfort and Boldness

Maria advocates for CMOs to embrace the discomfort that comes with significant changes. She emphasizes the importance of taking bold risks to achieve transformative outcomes.

Maria Winans [24:25]: "Don't be afraid to feel discomfort. When you're uncomfortable, you grow. Be bold and embrace the risks."

Staying Agile Through Curiosity and Continuous Learning

Maintaining agility requires a relentless pursuit of knowledge and a willingness to adapt. Maria stays connected to the market by engaging with analysts, customers, and the sales team, fostering a culture of continuous learning and experimentation.

Maria Winans [25:41]: "Stay very close to the market, be always curious, and encourage your team to test and learn. A curious mind stays agile and competitive."

Conclusion

Maria Winans' journey in building Kyndryl from scratch offers invaluable lessons in brand creation, cultural transformation, and strategic marketing. Her emphasis on purpose-driven branding, employee empowerment, and targeted customer relationships underscores the pillars of Kyndryl's success. For CMOs and business leaders, her experiences highlight the importance of boldness, embracing discomfort, and fostering a culture of continuous learning to drive business reinvention and growth.

Notable Quotes with Timestamps:

• Maria Winans [02:14]: "I've spent 29 years at IBM, navigating through sales, marketing, and the analytical side of business, which allowed me to become a 'unicorn' in the marketing profession."

• Greg Kilstrom [00:56]: "What if rebranding wasn't just about a new logo and tagline, but about transforming an entire company's culture and strategy?"

• Maria Winans [06:55]: "We explored territories that reflected what we do and what our customers trust us for. 'Kinship' and 'tendril' perfectly captured our essence, leading us to 'Kyndryl.'"

• Maria Winans [24:25]: "Don't be afraid to feel discomfort. When you're uncomfortable, you grow. Be bold and embrace the risks."

• Maria Winans [25:41]: "Stay very close to the market, be always curious, and encourage your team to test and learn. A curious mind stays agile and competitive."

For more insights and episodes, visit www.b2bagility.com. Subscribe and leave a rating to support the show. Follow Maria Winans and Kyndryl through the links provided in the show notes.