Barbara A. Babcock was appointed a corporate vice president and president, e-Business Services, in December 1999. She is responsible for driving Unisys electronic business strategy to help customers worldwide leverage Internet technologies to achieve real business value and competitive advantage. Her purview includes research, thought leadership, evolution of the product and service portfolio, technical and sales support, and incubating new Unisys e-business ventures.
Since joining Unisys in 1994 as vice president, Commercial Marketing, Babcock has held several senior marketing, strategy development and executive roles, most recently vice president and virtual general manager, Electronic Business.
Before joining Unisys, Babcock served with Ameritech, Stratus Computer, and Data General. She also was vice president and service director for Gartner Group.
1. What was your first job in technology?
My first full time job was as a COBOL computer programmer for Connecticut
General Life Insurance in West Hartford, Connecticut. I accepted the job
before graduating primarily because I liked the hiring manager (I had zero
experience with computers). He left the firm before my start date, so, in a
way, my entire technology career began because of a one-hour meeting with a
charismatic hiring manager. Connecticut General trained me on COBOL
programming for RCA computers, and I excelled! It turned out I was an
extremely structured thinker. The day I left the firm to relocate and marry
my college sweetheart, RCA closed their doors making it impossible for me to
find a similar job again. So, after not marrying my college sweetheart, I
accepted a job as a sales support representative for a key-to-disc company.
Quiet, shy and technical, I had to learn to teach, relate and communicate.
This assignment clearly redirected my life. Although I stayed in technology,
my career centered around marketing, strategy and leadership rather than
technical excellence. My lesson: Be open to the possibilities!
2. Who has been your most significant mentor? Why?
I've never really had what I would call a mentor. I have had strong support
from a number of senior executives for whom I have worked. The executive who
probably had the greatest impact on my career was a regional manager for
Inforex (a firm long since acquired and absorbed). His leadership and
support caused me to move from a branch role to a regional role to a
corporate role, which led to my success in corporate marketing and general
management.
3. What has been your greatest challenge and what strategies did you use to overcome obstacles?
My toughest challenge was joining a very successful, high-growth company as
the general manager of a line of business that was failing. I didn't know
how bad the situation was when I accepted the position, but I rapidly found
out. Almost coincidentally with starting the assignment, most of the senior
staff left. My strategy was three-fold: hire very talented people with
diverse experiences to bring new insights to the problem; talk with lots of
customers to find out what was needed that we were missing; and to find out
from the sales force what they needed to make selling my line as attractive
as possible. My team revitalized the offering, created a tight relationship
with the channel and focused on constantly responding to changing customer
requirements. The first year, the erosion stopped. The second year, the
business had dramatic profitable growth.
4. Who has been the most influential person in your life? Why?
Undoubtedly, my father - who set strong moral and ethical standards,
applauded my successes, counseled me through failures, had a remarkable
sense of humor, was proud of me no matter what, and always challenged me to
be better.
5. What lessons have you learned that would be valuable to women beginning their careers in technology?
First, in spite of all the theory around crafting career steps and carefully
following a long-term career plan, I believe the most satisfying success
comes from following a professional path wherein you are striving to do
things that you find interesting, stimulating and satisfying. I don't
believe it is easy to succeed in positions that sound like important career
moves but make you want to stay home from work. Second, who you work for and
who you work with are extremely important. If given a choice, always work
for someone you respect and can learn from and with a team of people that
will challenge you to do your best. Being surrounded by mediocrity may make
you look good briefly but will not provide the environment that will bring
out your best.
6. What new technology do you believe will have the most positive impact on the world in the next 20 years? The most negative impact?
Positive: wireless communications
Negative: wireless communications
On a lighter note:
1. If you could have dinner with any 2 people (living or not), who would they be?
Margaret Thatcher, Arnold Palmer
2. What was the last book you read? What books do you love to recommend?
Fiction: "Hannibal," by Thomas Harris
Non-Fiction: "The Profit Zone," by Adrian Slywotzky and David Morrison
I love to recommend good mysteries or science fiction. Business books are
mostly dull and repetitive.
3. If you couldn't do what you are doing now, what profession would you choose?
I'd love to own and operate a bar overlooking the ocean on the island of
Hawaii or Kauai.
4. What is your definition of success?
Accomplishment (results), leadership (guiding others to succeed with
behaviors they can be proud of), peace of mind (integrity and satisfaction
with accomplishment and leadership), happiness (strong relationships with
friends and family).