Building a go-to-market and pricing consulting firm for B2B SaaS startups (series A to series C).www.esperantogrowth.comPrevious engagements:Developed a partner ecosystem go-to-market strategy from the ground-up for a Series A HR startup.Built partnerships that created a funnel of over 200,000 new prospects and customers and $900m in Total Addressable Market in five months. Established a cadence across sales, marketing and product to ensure that the company understood the value of a dynamic partner ecosystem.

Developed the candidate’s platform on key campaign issues, like women’s health, climate change and cost of living.Organizing fundraising initiatives to drive contributions from both local and national sources.Driving efforts to gain endorsements from important political groups in Florida that will further the candidate’s name recognition in the district.Built out voter segmentation and persona marketing strategy to better target voters with the correct messages on texting platforms and Facebook. Learn more at www.workfor81.com!

Managed the day-to-day sales operations and go-to-market strategy for a $60m ARR Series B biometric identity company in the digital payments, financial technology and e-commerce space.Led a team of three that managed all sales operations functionality, including reporting & analytics, enablement & the tech stack.Built a robust forecasting methodology from scratch to drive operational excellence across the sales organization, and established a culture of transparency and accountability in pipeline reporting and management.Enhanced the deal desk process within CPQ to drive operational efficiency, reducing contract review stage time by 30% within a month of establishing best practices.

Managed day-to-day operations and designed the yearly go-to-market strategy of the $230 million Annual Contract Value partner channel sales, marketing and product teams to hit KPIs, revenue and compensation targets.Designed and managed org-wide compensation plans for more than 100 contributors that aligned with sales and marketing growth targets, driving partner channel sales year-over-year growth; over 30% and ~$21m in gross new revenue in 2021.Led a cross-functional effort to develop a multi-touch marketing attribution model to understand the impact partners have on the funnel, resulting in a minimum quarterly improvement of 15% on marketing spend ROI across the last 3 fiscal quarters.Designed and executed on a new go-to-market organizational design and data structure that improved the partner channel’s productivity by 94% year-over-year.Increased partner ecosystem sentiment among internal stakeholders by implementing stronger communication feedback loops across sales, marketing and product, leading to enhanced understanding of the value that partners bring to the organization.Worked with the sales development team to create a new unit that leverages partner customer bases for marketing leads that were converted twice as fast as a lead from a non-partner source.Prepared and delivered business reviews and go to market strategy recommendations to c-suite executives on a regular basis

Quantified the success of Trailhead marketing programs and influenced product roadmap by analyzing customer adoption and stickiness. These efforts helped increase Trailhead's MAU by ~40% over the last year.• Determined return on investment (ROI) of Trailhead marketing programs and Trailhead product features by defining and measuring relevant usage metrics such as monthly average users (MAU) and usage by user demographics to influence allocation of future funding. These efforts have resulted in a 77% reduction in Cost Per Action for SEM and a team of three engineers hired to focus on product growth in the coming fiscal year.• Led analytics efforts to understand customer acquisition, engagement and retention patterns critical in supporting the growth of a young product addressing multiple customer personas; analysis used by leadership to drive product roadmap.• Identified most effective conversion paths (signup to trail completion) and popular content utilizing data from Google Analytics as well as transactional and user metadata from SQL database to strategize and target campaigns intended to grow user base.

Accelerated Trailhead sales growth through sales strategy recommendations and forecasting models to guide sales team focus areas leading to an average yearly AE attainment increase of 18%.• Developed a go-to-market strategy for Trailhead sales leaders and account executives using Trailhead sales patterns correlated with Salesforce core product sales to indicate patches where there were opportunities to improve training growth rates and customer saturation.• Improved sales operations and forecasting abilities for the Trailhead sales team by creating the first channel specific (i.e. training methods) sales forecasting model, which allowed the team to more accurately predict monthly, quarterly, yearly targets with 98% accuracy on average.• Built a new territory carving model based on training sales performance trends at the post-sales RVP level and supported the model implementation resulting in a more evenly distributed quota attainment relative to Salesforce core product sales teams.• Assisted in the development of new credential certification product offerings catered to the average end user Salesforce administrator skills, which remains an aspect of Trailhead, and defined quantitative success metrics for market entry.

Managed a team that improved sales enablement data quality to allow for more accurate and repeatable analysis of Salesforce’s AE training.• Created a process to decipher keys to success for account executives leveraging sales data, which had not been executed successfully before at Salesforce; loaded sales performance data into Access database to prepare for reporting. • Provided insights to accelerate onboarding progress and productivity ramp of new account executives across the company through the development and monthly delivery of the first internal sales enablement metrics pack on the Salesforce Analytics Cloud platform. • Derived and recommended success measures based on top performer historical data for an account executive to exceed targets.

Supported marketing and pricing teams of a virtual collaboration, whiteboard and project management tool.• Managed paid search go-live strategy targeted to expand the customer base for Mindjet’s recently released cloud-based productivity tool• Determined pricing structures by product based on user research tests and analysis on usage patterns

• Managed state and local level compliance and regulatory food and beverage issues for 350+ properties around the world• Assisted the General Counsel in coordinating three major acquisitions that resulted in the doubling of the company’s property portfolio• Reviewed contracts, subpoenas, confidentiality agreements and provided litigation support

My work at The Cohen Group included the following responsibilities:Performed research and assisted with marketing projects for clients to improve product visibility and profit marginsPrepared briefing books for the principals’ conferences with talking points and biographies for all meetings