North America and General Go-to-Market Strategy | ResilienceOS Solution Consulting | Product Innovation and Product Management I Sales Enablement | Industry Subject Matter Expertise & Thought Leadership

Marketing Acuity, Inc. is a marketing and consulting firm focused on strategy, product innovation & marketing communications founded by George and Ann Siegle and led by Ann Siegle.Marketing Acuity helps companies throughout the strategic marketing process – from market research and voice-of-the-customer insights to market segmentation, targeting, branding, product development, and positioning.With the marketing strategy crafted, Marketing Acuity helps organizations develop and implement winning Web, print, social media, and other communications strategies and tactics that connect with customers and stakeholders.As a co-founder for Marketing Acuity and predecessor/related companies, George• Developed and implemented new services and areas of expertise to re-launch the company.• Led engagements to craft marketing and product development strategies and tactics with clients’ planning teams, including recommendations for target market segments, branding and value propositions, social media engagement, new services, and marketing communications.• Developed social media consulting and management services as a core offering.• Managed finance/P&L and operations of both firms.George currently serves as a strategic advisor for Marketing Acuity.

Co-Founder, President, Board of Directors, and Event Co-Director of the Tour de Road America Foundation, Inc. which stages a fundraising ride benefiting cancer survivorship. The all-volunteer group organized 14 tour de Road America - BIKE RIDE TO FIGHT CANCER™ events and has raised over $300,000. 100% of the proceeds of the ride benefit local and national cancer charities, including LIVESTRONG, the Austin Hatcher Foundation, and others.

In my role as Senior Director, Business Solutions, “my why” was focused on delivering value to customers, sales, and leadership. Together with my counterpart in the UK, I’ve been a trusted and sought-after resource internally and externally. Customer Focus and Success• Facilitated resilience and critical event management strategic planning and implementation workshops for prospective and existing customers.• Developed content, emceed, and delivered educational sessions at regional customer events focused on customer best practices and success.• Let multiple customer adoption and success initiatives, including delivery of CustomerConnect Webinars as a subject matter expert (SME); authored eleven (11) white papers, webinars, and customer sessions focused on resilience program adoption and success; authored and delivered “Five Ways to Make it Your Own” Webinars focused on adoption of product capabilities.Sales Success• Developed Day One content for Everbridge’s 2024 Sales Kick Off (SKO). Earned 9+/10 scores and praise from CRO and the global sales team (account management, strategic account executives, business development, sales engineering).• Led internal team to develop and launch a Critical Event Management Sales Certification. Developed curriculum and more than 25 learning sessions. • Partnered with the Sales Enablement and Partner teams to deliver PartnerConnect and other learning sessions for internal and partner teams.• Engaged with the sales team as a “deal whisperer” to help navigate customer opportunities and challenges to reduce cycle times and increase Annual Recurring Revenue (ARR).Strategic Success• Developed and led revision to Everbridge’s Customer Advisory Board (CAB) strategy to develop customer insight and validate Everbridge strategy and product roadmap. Recruited board and led CAB sessions.• Researched customer trends; developed and delivered thought leadership on protection of organizations and people in hybrid work environments.

The Center of Excellence (CoE) was developed to share the expertise of senior leaders who have in-depth experience with critical event management and resilience software solutions with Everbridge go-to-market teams. The CoE was also the next step in a leader's progression to managing a business line or new acquisition. The CoE leaders had revenue accountability for new and growth sales, as well as customer retention, in our respective product lines - I was responsible for CEM products including Visual Command Center, Safety Connection, and Mass Notification products - while working closely with other CoE members responsible for related products.Product Line Leadership• Monitor, analyze, and provide leadership reports on sales pipeline and productivity. Develop strategic insights and implement programs to take advantage of market opportunities or course corrections needed. • Develop and implement end-of-life and cross-function customer migration programs to phase out older, non-strategic products.• Gather customer and market insights; work closely with product management to provide strategic guidance and feedback on roadmap (“field CTO”).Product Marketing• Partnered with product marketing, product management, and sales to launch Everbridge Travel Protector - a travel risk management solution - at GBTA 2023.• Partnered with creative, product management, and product marketing teams to develop internal sales documents and external product collateral, including first call, second call, product decks, sales training, data sheets, discovery guides, value guides, and inclusion sheets.Sales Enablement• Led a “deal desk” focused on internal deal consulting to help sales team reduce sales cycle time and deliver new and growth solutions that increase Annual Recurring Revenue.• Developed and led Sales Training and annual Sales Kick Off sessions on topics such as Solution Mapping, Customer Journey Mapping, how to create a Gap Analysis, and more.

Led product management teams for Visual Command Center, a flagship Critical Event Management (CEM) software-as-a-service (SaaS) solution, and Everbridge Risk Center, an entry-level risk intelligence solution. Had responsibility for crafting product strategy, innovation management, and development of product roadmaps. Worked closely with engineering, marketing, support, operations, sales and account management, and leaders of other CEM solution teams on the development and release of products in the solution line. Regularly collaborated with top corporate customers to ensure that Visual Command Center and Everbridge CEM solutions enabled them to protect their organization’s people and keep their businesses running, faster.Led the launch of Visual Command Center in 2011, and oversaw its growth as a product line from zero customers to more than 500 global customers in target market segments including technology, energy, finance and insurance, telecommunications, and retail.

IDV Solutions, an Everbridge Company, is now Everbridge.

Led a team of account management professionals who have a straightforward objective: To achieve and maintain success with every Customer. The team defined success as “Customers are eager to renew (and upgrade) their Visual Command Center software. They derive significant value and satisfaction from their investment. And, they grow their investment in Visual Command Center in terms of new integrations, functional areas/mission served, or regions that use it.”Led the Visual Command Center Customer Advisory Board, and the Visual Command Center User Conference. Representative on the IDV Product Planning Team, which he previously led as Director of Product Management.George and his team have worked thoughtfully to mature the Account Management function. New initiatives and processes were put in place to “know and love the customer,” a prerequisite to achievement of our objective. These included:• Led development and introduction of a cross-functional Onboarding Process and Account Management Process with members of the Product Delivery and Support teams and others.• Developed knowledge management tools and living documents that help the IDV Solutions team understand the needs of the customer – from early in the sales process to long-term account relationship.• Crafted a “guide to customer success” of best practices and useful information to help our customers learn from others, and get up to speed and more quickly.• Developed a Customer Dashboard to share status and important information internally, and to rally the troops for action if indicators point to anything less than success.

George developed and led the product management function at IDV Solutions at a critical time for the Visual Command Center product line: its transition from a single visualization solution to a command center software platform built on the latest technology. The focus of the product management function was to ensure that IDV Solutions' Visual Command Center platform maintained and strengthened its market leadership positions. Responsibilities included product strategy; innovation management; collaboration, transparency, and coordination with internal and external stakeholders; product evangelism; and business development.Accomplishments include:• Led product launches for four releases of Visual Command Center, for the market release of Visual Command Center for Supply Chain, and for more than 30 partner integrations.• Initiated and led the Product Planning Team, responsible for development of product road maps and release plans.• Managed integration partnerships, including launch coordination.• Led development of six categories of standard definitions (feature sets and requirements) for partner integrations, such as mass notification, travel management, risk data sources, and others.• Created and led the Visual Command Center - Customer Advisory Board.• Initiated and led the annual Visual Command Center User Conference.• Visual Command Center was awarded Best in Convergence & Integrated Software and Solutions by the Security Industry of America New Product Showcase in 2014.

• Crafted the Visual Command Center launch plan, branding, and communication strategy.• Grew the company’s market presence in relevant target market segments as a leading developer command center software.• Led a team of five employees responsible for the development and execution of marketing strategy and tactics, including product marketing launches and Integrated Marketing Communications - advertising, social media, Web, e-Mail, event/trade show, and other marketing.• Engaged customers and potential customers with dynamic and creative marketing campaign that generated qualified leads and contributed to year-after-year record revenue growth.• Crafted key marketing deliverables for early stages / “fuzzy front end” of product development to increase success rates of new products and enhancements to existing products.• Led employee recruiting efforts, including strategy, internship programs, contracts with recruiting firms, development of recruiting strategies and events, candidate interviews, and related activities.

Directed Michigan Economic Development Corporation’s Business Marketing Unit. Created, aligned, and maximized the MEDC’s marketing and branding strategies, programs, and initiatives to promote business and economic development in Michigan.Led a refresh of the Michigan brand for business and economic development, as well as a major refresh and re-design of the MEDC's business web site. Developed and implemented a social media strategy for business and economic development.

Directed and managed product and service innovation. Developed new-to-the-world products to deliver competitive advantage to the company. Refreshed current products to increase differentiation and margins. • Developed and implemented a Stage-Gate product innovation process to ensure voice-of-the-customer content, increased speed-to-market, and higher product success rates.• Recruited and led ten elite cross-functional product development teams that crafted product concepts, developed business and marketing launch plans, and made “Go/No Go” decisions.• Developed and led product innovation training sessions for vice presidents, directors, managers, and subject matter experts to prepare them for roles in product development.• Created and delivered six employee innovation workshops. Provided coaching to elicit 50 product and service innovations for the “Idea Bank.”

Crafted and managed market strategy and market research to advance the organization’s market leadership position. Provided analysis, input, and consultation to executive staff on market trends and forces, economic trends, competitors, and other external influences.• Led the development of Delta Dental’s strategic Marketing Plan. Facilitated strategy development sessions with cross-functional management teams to segment and target group customers (employers), consumers, and brokers and agents. • Provided coaching, analytic support, and tools to develop segment strategies and cascade them into tactical plans and action plans for sales, product development, and operations.• Led two major market research studies to better understand benefit decision makers. Developed recommendations for sales, new products, and marketing communications.

Managed projects, client engagements, and business development for consulting organization specializing in marketing, sales, and strategic planning for Fortune 1000 companies.

Promoted to the top marketing position. Acted as product marketing manager for Canvas, the firm’s flagship software package. Hired and directed nine employees in three departments.