When seeking transitional growth, always start with a market-driven perspective.
Go after markets that are big enough to matter, small enough to win, and consistent with your crown jewels. What sets your company apart? How can you leverage that?
What do your buyers need that you're not yet providing? Are there adjacent markets you could pursue?
Is your company operating as a unified whole, or is it broken into silos, each with its own agenda?
Start with your vision, then build your organization to fulfill that goal. Keep reviewing and fine tuning.
Go after markets that are big enough to matter, small enough to win, and consistent with your crown jewels. What sets your company apart? How can you leverage that?
What do your buyers need that you're not yet providing? Are there adjacent markets you could pursue?
Is your company operating as a unified whole, or is it broken into silos, each with its own agenda?
Start with your vision, then build your organization to fulfill that goal. Keep reviewing and fine tuning.
Meet the
Expert
About Andrew
- Senior operating executive and global marketing leader for 30 years at companies in transition, including Kodak, Compaq, Siebel Systems, others in the U.S., Europe, and Asia-Pacific.
- Consultant for past 3+ years working with Geoffrey Moore, leading tech market strategy theorist ("Crossing the Chasm"), with clients at emerging, fast-growth, and large tech-based enterprises including LinkedIn, Kofax and others.
- Has specialized in growth strategies and plans for technology-based companies, including P&G, Kodak, Masterfoods, Compaq, Siebel, IRI, Saba, and now Chasm Group.
Experience
Partner
•
The Chasm Group
Jan, 2011
—
Present
- Provides executive level counsel to tech-based B2B and B2C companies in strategic marketing consultancy founded on teachings of Geoffrey Moore ("Crossing the Chasm").
- Services include market development strategy, strategic planning frameworks, marketing and sales planning, messaging and brand architectures, product portfolio and direction, channel strategies, and go-to-market planning.
- Recent assignments include cloud-based software solutions, physical and cyber security, social networks, financial management software, talent management, portfolio/project management, sales effectiveness, and business process management.
Chasm Group-Contracted CMO and Chief Product Officer
•
Hara
Apr, 2012
—
Nov, 2012
- Drove business strategy and planning for this Kleiner-backed energy and sustainability software company based in San Mateo, CA.
- Developed new go-to-market model, built marketing infrastructure, developed inside sales team and provided product direction in evolving enterprise energy management landscape.
Chief Marketing Officer
•
Saba
Aug, 2009
—
Sep, 2010
- Corporate officer responsible for business strategy and planning, product marketing, brand creation and development, demand generation, and sales training and development for this $100M leader in learning management systems and the emerging talent management suite market
- Drove three-business planning process, positioning-value proposition-messaging strategy and rollout planning, go-to-market planning across business units, demand generation, and product roadmap development efforts.
- Member of five-person leadership team reporting to board of directors.
Chief Marketing Officer
•
E2open
Apr, 2008
—
Jun, 2009
- Lead marketing executive in late stage start-up selling inter-company supplier relationship management as a hosted service.
- Clients included Dell, Boeing, Panasonic, Seagate, IBM, Vodafone.
- Services included end-to-end process applications linking manufacturers with global suppliers supported by integration platform handling all data translation needs and connecting to multiple ERP systems.
- Offices in U.S., Europe and Asia with 300 employees as of January 2008.
Chief Marketing Officer
•
Information Resources, Inc.
Jun, 2006
—
Mar, 2008
- Lead marketing executive at Chicago-based IRI, a market research company focused on consumer package goods, retail and healthcare industries.
- Specialized in market and consumer understanding, new product development, retail market understanding, brand management and the shift from transactional to analytics-driven business.
VP, Corporate Marketing
•
Siebel Systems
Oct, 1999
—
Feb, 2006
- Developed brand development and demand generation systems for Siebel, a $1.4B+ company and global leader in customer relationship management software.
- Led marketing communications and integrated marketing staff of 50 persons. Drove brand development, product marketing planning and programs, alliances and channel marketing, new product launches, all positioning work.
- Led IBM, Deloitte, CGE&Y, Accenture marketing alliances.
- Member of executive team reporting to new CEO in redefining business model, business plan, and value proposition.
VP, Worldwide Marketing
•
Compaq Computer
Sep, 1997
—
Sep, 1999
- Provided global marketing leadership supporting integration of Compaq, Tandem, and Digital Equipment Corporation (DEC) marketing teams.
- Drove communications strategy, traditional and online advertising, integrated value propositions across business units and regions, branding architecture and nomenclature systems, brand identity and collateral, and industrial design and packaging.
- Drove portfolio management strategy working with executive management teams and board of directors. Launched globally-aligned branding effort and advertising campaign integrating the newly-merged Compaq, Digital, and Tandem behind common strategy. Managed $400M+ marketing budget for branding and lead generation.
VP, Worldwide Marketing
•
Kodak Consumer Imaging
Mar, 1994
—
Aug, 1997
- Provided marketing leadership, brand stewardship, portfolio optimization, brand positioning and value proposition guidance, new business planning, and marketing capability development for Kodak’s $8B consumer imaging division.
- Core member in five-person executive team to drive new marketing strategy bridging traditional and digital imaging platforms. Persuaded management team to retain and leverage historic equity in “pictures” as catalyst to become world leader in imaging. Strategic theme focused on how Kodak is changing the role of pictures in people’s lives – “Take Pictures. Further.”
- Led efforts to expand new revenue streams attending convergence of traditional and digital imaging. Drove store-within-a-store Kodak Centers, new Kodak Gallery retail outlets, partnerships with Disney, and move to web-based applications, including Ofoto image utilization systems.
Education
University of California, Berkeley
B.A., Psychology, 1978
Academic Honors
Summa Cum Laude, Phi Beta KappaAwards
- Top Ten Technology Marketers, B to B Magazine
- Power 50 Top Marketers, Advertising Age
- ITSMA Marketing Excellence Award
- IDC Marketing Excellence Award
Boards
- Advisory board, Target Data, Inc., Chicago, provider of pre-mover marketing analytics
- Advisory board, ESPi, Palo Alto, CA, maker of NaviScribe opto-electronic navigation pen
- Advisory board, Cross Cultural Communications, Inc., San Francisco-based nonprofit organization that develops communication skills in diverse environments
- Avisory board, Cubeyou Inc., Redwood City, CA, social media-based market research and analytics
Committees
- Advisory Committee, French American International School in San Francisco
Keynote Speeches
- Keynote speech, "Achieving Escape Velocity: Transforming Visionary Ideas into Mainstream Businesses," delivered to MASiV, The M&A Silicon Valley Gathering, Jan. 15, 2014, organized by Woodside Capital Partners.
Panels
- Panelist, "Translating Innovations Into Growth Businesses," TechWeek 2012, Chicago, June 22-26, 2012.
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