ABC + IBM Q&A

A couple of weeks ago, ABC’s VP of Sales & Marketing, Mary Alice Callaway, participated in a panel at the Microsoft Envision and Ignite Conference! Check out our Q&A with her below to get a peek into ABC Baker’s partnership with IBM, the importance of data, and and how ABC Bakers is always thinking of how new technologies can support the Girl Scouts Cookie Program.

How has ABC Bakers embraced technology?

Of course technological infrastructure is critical for productivity, decision making and communication. Beyond that, we believe that technology is an enabler that paves the way for innovation, connection and flow throughout our organization and across to our customers and partners. We seek to frame technology in terms of long-term benefits rather than short-term expense. Does it cost money and take time? Yes, but if done well it is worth it.

How do you choose to partner with IBM?

Our goal is to provide and support digital solutions for councils, troops and Girl Scouts. IBM is one of the largest information technology companies in the world and brings its know-how around system development, digital innovation, Cloud development platform, data analytics, cognitive analytics, user experience and ideation. We think they are a great fit for ABC and for Girl Scouting. Each of our organizations are leaders in our industries. We have been successful for decades and have had to continually reinvent ourselves to adapt to our changing world. IBM’s chairman, president and CEO, Ginny Rometty, is also a Girl Scout!

How do you utilize data in making decisions to positively impact the Girl Scout Cookie Program?

We use data to define needs, set goals, monitor progress and implement corrective actions across all of our processes that touch the Girl Scout Cookie program (Production, R&D, Supply Chain, Sales, Marketing, Finance, Legal, Customer Service). Our data-based culture allows us to separate the problem from the decision, which is a more efficient way of running our business that maximizes the critical thinking skills of our team. It also improves mutual understanding throughout our organization and with councils.

What challenges does the Girl Scout Cookie Program face?

The Girl Scout Cookie Program is undoubtedly the most successful youth fund-raising experience in the world. It is an amazing yet complex annual endeavor that involves a multi-generational mix of millions of girls, families, volunteers, staff and consumers. Everyone is pressed for time and is seeking simplification in their lives. Our challenge as a baker partner is to ensure safety and quality while also seeking ways to streamline and simplify the experience. Technology plays a big role in those efforts.

How do you see technology evolving the Girl Scout Cookie Program?

Technology is already enhancing our traditional business model. We see more applications for the cookie sale in the areas of predictive analytics, mobility, gamification and artificial intelligence to deliver a better experience for all stakeholders. We also see technology evolving to expand customer touchpoints and further support product innovation and delivery strategies.