Maria Winans — Chief Marketing Officer, Kyndryl
Published:
We took the word kinship for partnership and the word tendril that symbolizes growth, and we put it together. And we said, tada, it’s Kyndryl
What does Maria Winans say on The B2B Agility with Greg Kihlström?
Maria Winans, Chief Marketing Officer, Kyndryl, says: In this episode Maria Winans, Kyndryl's Chief Marketing Officer, explains how she helped launch Kyndryl after the IBM spin-off by making strategic choices around naming, culture, account-based marketing, and leadership. She describes coinage of the Kyndryl name, codifying behaviors as a cultural platform, prioritizing ABM over mass demand gen, and treating discomfort as a catalyst for growth.
From: The B2B Agility with Greg Kihlström
Cite as: Maria Winans. (2026). On The B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/maria-winans-we-took-the-word-kinship-for-partnership-and-the-word-tendri