IBM Corp. frequently collaborates with innovative third-party influencers to share its story. The IBM Social Influencer Program aligns perfectly with IBM's Heart of Business Tour, bringing together business leaders, business partners, innovators and thought leaders to connect and succeed, together. Two of these top influencers -- Chris Penn, VP of Marketing Technology at SHIFT Communications, and Tamara McCleary, CEO at Thulium.co -- joined John Furrier (@furrier) and Dave Vellante (@dvellante), co-hosts of theCUBE*, from the SiliconANGLE Media team, during IBM World of Watson to discuss Watson's latest capabilities and what that can mean for the future of work. Furrier asked the guests what they'd seen during World of Watson, what new information they were finding out this year and what topics are on their minds, as influencers. Penn said that they are seeing a five-part structure: companies that are data-unaware; data-aware; data-curious; data-guided; and, eventually, data-driven.