Andy Mccartney Email & Phone Number

United States

Accomplished and passionate technology product marketer and GTM enabler, with decades of experience helping tech vendors establish, expand and accelerate their product marketing strategy and go-to-market capabilities. Broad range of strategic and tactical PMM skills, including: GTM strategy, positioning/messaging, content strategy and creation, analyst relations, sales enablement, product launches, competitive and market assessments, demand generation. Specialty in helping data, analytics, AI and performance management vendors who are fighting for position and revenue in emerging and crowded markets. Recent projects and engagements include:- Creating a storytelling blog and YouTube channel to help non-technical business professionals understand tech news, topics, concepts, companies and trends. See www.nontechcoach.com - Helping a custom sales GPT vendor with its messaging and GTM to identify its sweet spot in the ever changing LLM solutions market.- Helping a performance management vendor with its GTM strategy in a crowded market, defining/refining its differentiation and credibility in competitive deals.- Helping a military intelligence software and hardware vendor launch a commercial business unit. Researching and validating its product-market-fit is critical to identifying commercial applications for advanced military technology.

Head of Generative AI services and enablement for Shadow AI. Designed several onboarding initiatives, including a Kick Start Program for SMBs and midmarket companies to establish generative AI skills and workflows. Program includes selection of GPT technology, creation of usage/privacy policies, prompt skills workshops, custom GPTs, and best practice collaboration.Generative AI adoption rates for businesses are yet to match the hype around the technology, with data privacy, user skills, regulation, and IT infrastructure acting as barriers to its widespread use. Shadow's onboarding programs overcome these hurdles and accelerate proactive businesses towards competitive advantage and productivity gains.

Santa Clara, California, Us

Prevedere is the world’s leading provider of economic-based predictive AI technology and solutions, enabling large enterprises to optimize their strategic plans and forecasts by quantifying the impact of future market volatility. Prevedere combines macroeconomic data, an AI/ML modeling engine, and economic expertise to help enterprises manage risk, maximize opportunity and attain first-mover competitive advantage. Responsible for product marketing, sales enablement, adoption programs, analyst relations, market intelligence, GTM strategy and product innovations. One of the keys to marketing and selling an AI technology solution to business functions is highly credible, enticing and relevant use cases, stating clear differentiation and tangible business impact. Part of the enablement role was to determine the value of new GPT tools for sales and marketing productivity.

Independent product marketing consultant and strategist. Engagements with software companies in a variety of tech segments: AI/predictive analytics, AI business platforms, digital presence analytics, critical events SaaS, 'digital twins' AI simulation, mobile workforce SaaS, telemedicine digital acquisition, geo site selection. Able to leverage a wide range of FTE and independent research / product / content marketing roles. Track record of enabling organizations to reach key funding, growth and exit milestones. Extensive strategic and tactical experience driving product and content marketing function for SaaS vendors. Atlanta based. Many remote engagements. More at www.TechPMM.com.

Fort Lauderdale, Florida, Us

Responsible for the GTM strategy, positioning, messaging, launches, online events, thought leadership, core content and sales enablement activities of the Information Builders business intelligence and analytics SaaS platform and product portfolio. Platform incorporated the latest augmented analytics and AI/ML capabilities (including R based prediction and Yseop natural language generation). Extensive use of digital marketing and content to drive conversion along the B2B decision journey for targeted persona. Targeted enterprises and mid-market. • GTM plans leveraged latest B2B product marketing practices: content marketing along buyer’s journey, creation of core and campaign content (fact sheets, industry solution briefs, success stories, videos), thought leadership (blogs, white papers, eBooks, infographics), internal (PPTs, sales playbooks), campaign material (demos, samples, email templates, analyst updates), webinars and conference presentations (e.g. big data, IoT). See page 1 for samples.• Growth. Expanded product marketing function organically. Created R&D group to research/prototype innovations, develop business cases + requirements for product mgmt. • Often operated as a player-coach, orchestrating multiple internal/external resources to deliver research, content, campaigns, enablement and automated processes.

As digital marketing became mainstream, I launched 2 boutique agencies to assess, train and then consult with B2Bs on digital and product marketing:2010 - 2012: Founded iMCCmarketing, delivered digital marketing best practice assessments, training & consulting for Fortune B2Bs. 2012 - 2015: Founded TechMarketer, delivered B2B marketing strategy and product marketing services to high-tech companies. Wide variety of engagements with startups and high growth ventures. Delivered service to many technology segments and environments, including: SaaS/cloud, virtualization, BI/analytics, IoT, narrative AI, hosted services, payment processing, GIS, BAM/BPM, CRM/CSS, marketing automation, content technologies, 'big data' and IT services outsourcing.

Alpharetta, Ga, Us

As Director of Strategic Services with PGi I ran several teams of digital marketing services specialists in the areas of online strategy, deliverability and campaign services. Managed group's P&L and responsible for growing services business as well as supporting sales effort with consultative selling. Grew services business 140% in first 12 months. Responsible for thought leadership, evangelizing consultative selling and collaboration with other group leads across the organization.PGI sold its emarketing business to WhatCounts in 2009. Post acquisition I advised a portfolio of 80+ customers with their emarketing strategy, ToFu / conversion practices, performance metrics, and best practices.

Aliso Viejo, Ca, Us

As director of marketing for virtualization startup Invirtus I established the overall marketing function, including strategic plan, positioning/messaging/branding, product marketing, PR/comms, eMarketing, lead generation, online sales & channel enablement programs. Created many key sales/marketing processes. Launched several virtualization tools into the market. Implemented multiple lead generation & brand awareness campaigns leveraging variety of online marketing channels. Invirtus was acquired by Quest Software [QSFT], products were then distributed via larger sister virtualization company Vizioncore.Switched to Chicago based Vizioncore Inc and became their product marketing and demand generation leader. Remotely managed multiple teams responsible for product strategy, marketing automation, leadgen, product marketing & competitive intelligence. Established teams, processes & grew overall B2B marketing capability, including implementation of marketing automation software (Vtrenz/Silverpop).

Alpharetta, Ga, Us

As director then VP of marketing for RPA vendor OpenSpan I established the core marketing function, go-to-market blueprint & key sales/marketing processes. Ran internal team + multiple PR and content agencies.Created strategic marketing plan, formalized budget/hiring, & expanded marketing function:- Strategic planning and alignment. Reviews with executive team. - Target market insight & development, competitive research, branding + positioning pillars- Established online presence and relevant assets for target market buyer's journey- Formalized product marketing function: Initial and ongoing content management (sales/marketing collateral, demos/PPTs, white papers, case studies)- Established funnel and pipeline model: Demand/lead generation mix of channels/tactics, webinar focused, created tools/templates, enabled telesales function, implemented CRM/MA (SalesForce/Eloqua)- Established metrics model and feedback cycle: Developed action oriented KPIs/dashboard for marketing and execs, formalized feedback process for customer input (for product planning)

Holmdel, New Jersey, Us

Joined speech technology company Vocalocity at infancy thru seed and VC funding rounds. Established product marketing, presales and channel enablement, with objective of selling VoIP/IVR media servers and tools to OEMs/VARs & System Integrators. - Wore many hats through company growth, establishing functions for product marketing, consulting and pre-sales.- Formalized channel strategy, structure & marketing programs for OEMs, VARs, ISVs, ASPs & SIs.- Drove channel enablement activities including training, product marketing, demand generation and sales readiness.- Key in establishing and enabling many relationships including Siemens/Nortel/Excel (OEMs), NetByTel /Smartspeak (ASPs), MicroAutomation/Tuvox (VARs/SIs), SDC/VoiceTrust (ISVs).

- Directed team of business consultants & analysts – who mentored/assisted startups on go-to market strategies (channel/direct), market validation, financial models, recruitment, execution practices & sustainable growth.- Enabled incubated companies to acquire customers. partners, multiple rounds of funding & graduate from incubator (TradeUps – channels, VetExchange – B2B, Primitive Root – security).- As Internet venture funding dried up, I directed a spin out of the consulting business into the Southern Advisory Group. Clients included World Bank (web trading system), Georgia Tech (IP commercialization), Robinson Business School (3rd World entrepreneurship), Pivot Group (network security) & Vocalocity (see above).- eHatchery grew to 50 employees & $15m in funding by late 2000. 8 companies were based in the incubator at any one time. Many startups/ideas were shut down/rejected early on, others progressed thru commercialization phases.

Founded a B2B Internet startup in the early 'online analytics' sector with 2 colleagues (sales & engineer). Responsible for all facets of founding & creating a high tech company from scratch, including market research, business planning, technology design & development, web site, infrastructure, financials & venture search. Primary offering was a SaaS solution that enabled site owners to gather & analyze qualitative & quantitative feedback from visitors. Established initial customers (Rutnet, Weddings.com), & ultimately licensed the source to a UK ASP.

Director of product marketing and product management for IQ's dashboard and OLAP products. Managed a team of developers and QA to deliver client/server + web based analytics tools to enterprise decision makers. Aligned with sales to develop GTM strategy, core content and demand generation activity. After an acquisition by Information Advantage I became director of business development & channel marketing for their analytics products.

Fort Lauderdale, Florida, Us

Originally based in London developing executive information systems (EIS) for CEOs around Europe. Offered global product manager role in New York at IBI's HQ for all EIS/analytics products. Responsible for all product releases, positioning/messaging, content, OEM product marketing, ‘top gun’ training, sales road shows, key account support for USA and global offices. Played key role in securing largest EIS deals in company history, US Postal and Toyota.

Ba (Hons), Information Systems Analysis & Design

Business Administration, Management And Operations

Marketing & Advertising

Education record