Experience
Construction Management Software (SaaS)
Researched and wrote copy for industry segment brochures for home building and specialty contracting.
Prepared webpages, slides, product sheets for launch of new Supply Chain apps.
Developed partner enablement materials.
Wrote social media posts promoting customer conference.
Incentive Compensation Software (SaaS)
Developed e-book, sales reference card, presentation deck, and infographic around new revenue accounting standard
Wrote copy for blog post and data sheet, prepared slides for launch of new compensation dashboard
HR & Talent Management Software (SaaS)
Leading supplier of higher education talent management application needed to accelerate sales of a new performance management solution. I interviewed higher ed HR directors to understand their views on performance management – their challenges, desired results, buying criteria, and evaluation process. I applied the customer data to devise a new positioning built around four ‘pillars’ of higher ed performance management. I created content that utilized the new positioning, including product collateral, sales presentation deck, articles, customer stories, and conference sessions. Subsequently, the sales opportunity pipeline increased steadily.
Time & Labor Management Software (SaaS)
A major concern of this company’s buyers was the quality, predictability, and affordability of the deployment services. I worked closely with the VP Client Services to roll out a completely revamped deployment services offering. We formulated messaging, wrote collateral, produced webinars, and created tools for sales and channel partners. We built a new pricing structure from the ground up and developed a spreadsheet-based quoting tool. Results: The deployment services became an effective differentiator for the software, and direct services revenue increased significantly.
Web-based Security & Environmental Monitoring
This startup company addressed “physical threats” to remote IT spaces such as server rooms and wiring closets –detecting conditions like overheating, water leaks, or unauthorized human activity. I managed and executed multiple successful product launches, including sales enablement of the direct and channel sales forces. I formulated positioning and messaging that resonated with prospects and channels. I also set the pricing strategy for hardware, software, and accessories.
Our team grew the company to a point where it was acquired by a multinational IT products leader. We knew we could rapidly increase sales by effectively training and equipping the larger company's channels. We planned and executed a launch across the North America, Europe-Middle East, and Asia geos. We repositioned the solution to align with our new parent’s overall strategy, held training sessions in each region and over the web, provided a rich set of sales tools, and teamed up with marketing on demand generation programs. Sales of the product line more than doubled in the year following the training.
Managed Network Security Services
A recurring theme in my career has been to launch and market the 'second product line' for a company that has achieved success with an initial solution. In this case the company was a leader in managed services for wide-area networks. My mission was to work with our security engineers to develop and roll out a set of managed security services. I managed the entire go-to-market, including positioning and messaging, packaging, pricing, training for sales and service, collateral, presentations, and introduction to press/analysts. Security services became a successful product line for the company, and were a key factor in the company’s acquisition by one of the top ten IT product companies a few years later.
Business Information Provider
I mapped the small-medium business (SMB) sales process to understand key buying personas and their objectives, primary activities of the sales rep and prospect at each stage, and choke points where delays or confusion occurred. I also completed a project to analyze demographic and firmographic attributes of visitors to web properties. And published a bi-monthly competitive newsletter for Sales.
Videoconferencing Systems & Software
This company was a leader in the market for videoconferencing for distributed corporate locations. The company wanted to offer customers a central management console for videoconference scheduling, configuration, and troubleshooting. I researched customer needs and worked with engineering to develop the software. I managed all aspects of the launch process from positioning and pricing to sales training and writing content. The product was a huge hit with customers, and was later named one of the twenty most important videoconferencing innovations of the decade by a leading industry newsletter.
Network Connectivity Products
Led a team of four product marketers with responsibility for value-add software products for a multibillion dollar data networking company. Gathered market requirements through customer visits, focus groups, and market research. Produced materials and programs to help channel partners sell. Managed relationships with technology partners.
Researched and wrote copy for industry segment brochures for home building and specialty contracting.
Prepared webpages, slides, product sheets for launch of new Supply Chain apps.
Developed partner enablement materials.
Wrote social media posts promoting customer conference.
Incentive Compensation Software (SaaS)
Developed e-book, sales reference card, presentation deck, and infographic around new revenue accounting standard
Wrote copy for blog post and data sheet, prepared slides for launch of new compensation dashboard
HR & Talent Management Software (SaaS)
Leading supplier of higher education talent management application needed to accelerate sales of a new performance management solution. I interviewed higher ed HR directors to understand their views on performance management – their challenges, desired results, buying criteria, and evaluation process. I applied the customer data to devise a new positioning built around four ‘pillars’ of higher ed performance management. I created content that utilized the new positioning, including product collateral, sales presentation deck, articles, customer stories, and conference sessions. Subsequently, the sales opportunity pipeline increased steadily.
Time & Labor Management Software (SaaS)
A major concern of this company’s buyers was the quality, predictability, and affordability of the deployment services. I worked closely with the VP Client Services to roll out a completely revamped deployment services offering. We formulated messaging, wrote collateral, produced webinars, and created tools for sales and channel partners. We built a new pricing structure from the ground up and developed a spreadsheet-based quoting tool. Results: The deployment services became an effective differentiator for the software, and direct services revenue increased significantly.
Web-based Security & Environmental Monitoring
This startup company addressed “physical threats” to remote IT spaces such as server rooms and wiring closets –detecting conditions like overheating, water leaks, or unauthorized human activity. I managed and executed multiple successful product launches, including sales enablement of the direct and channel sales forces. I formulated positioning and messaging that resonated with prospects and channels. I also set the pricing strategy for hardware, software, and accessories.
Our team grew the company to a point where it was acquired by a multinational IT products leader. We knew we could rapidly increase sales by effectively training and equipping the larger company's channels. We planned and executed a launch across the North America, Europe-Middle East, and Asia geos. We repositioned the solution to align with our new parent’s overall strategy, held training sessions in each region and over the web, provided a rich set of sales tools, and teamed up with marketing on demand generation programs. Sales of the product line more than doubled in the year following the training.
Managed Network Security Services
A recurring theme in my career has been to launch and market the 'second product line' for a company that has achieved success with an initial solution. In this case the company was a leader in managed services for wide-area networks. My mission was to work with our security engineers to develop and roll out a set of managed security services. I managed the entire go-to-market, including positioning and messaging, packaging, pricing, training for sales and service, collateral, presentations, and introduction to press/analysts. Security services became a successful product line for the company, and were a key factor in the company’s acquisition by one of the top ten IT product companies a few years later.
Business Information Provider
I mapped the small-medium business (SMB) sales process to understand key buying personas and their objectives, primary activities of the sales rep and prospect at each stage, and choke points where delays or confusion occurred. I also completed a project to analyze demographic and firmographic attributes of visitors to web properties. And published a bi-monthly competitive newsletter for Sales.
Videoconferencing Systems & Software
This company was a leader in the market for videoconferencing for distributed corporate locations. The company wanted to offer customers a central management console for videoconference scheduling, configuration, and troubleshooting. I researched customer needs and worked with engineering to develop the software. I managed all aspects of the launch process from positioning and pricing to sales training and writing content. The product was a huge hit with customers, and was later named one of the twenty most important videoconferencing innovations of the decade by a leading industry newsletter.
Network Connectivity Products
Led a team of four product marketers with responsibility for value-add software products for a multibillion dollar data networking company. Gathered market requirements through customer visits, focus groups, and market research. Produced materials and programs to help channel partners sell. Managed relationships with technology partners.