Since 2003, the American energy and technology giant, General Electric (GE), has entrusted its global marketing issues to Beth Comstock. As chief marketing officer, or CMO, she covers five continents to ensure their products not only reach but lead markets, thus putting the competition at bay. According to Comstock, 52, the key to their continued success is innovation. Some five percent of GE's revenues are flowed back into product research and de