Create comprehensive demand generation strategy and execute programs to create opportunities required to meet sales targets.

Supported the transition to a new marketing leadership team focused on maintaining and refining demand gen programs. Managed paid search/social programs while supporting ramp of new team members.

Served as interim head of Demand Generation reporting to the CMO to build out team, systems and processes to meet sales targets. Optimized digital marketing including SEM, nurture and lead qualification processes. Built SDR team to qualify opportunities according to newly defined sales stages. Managed evolving trade show and field event program during Covid-19 pandemic.

Manage production of the Rev 3 MLOps Leadership Conference. https://rev.dominodatalab.com/

Lead marketing team in all aspects of demand generation. Deployed campaign planning and management processes to align content development, product marketing, and field marketing. Designed and developed nurture program to better qualify early stage prospects. Optimized paid search program to lower costs and deliver higher quality leads. Evaluated program efficacy using Bizible attribution model for optimized program planning. Support sales-marketing alignment via weekly executive meetings.

Manage all demand generation activities in alignment with marketing and sales leadership. Build and deploy an Account Based Marketing program based on sales identified target accounts. Define process flow of leads working closely the Sales Development team. Deploy and manage Hubspot marketing automation along with Salesforce.com integration. Create demand gen materials including scripts, email sequences, and landing pages to drive engagement with marketing assets.

Manage all demand generation activities in alignment with sales management. Build and deploy an Account Based Marketing program based on sales identified target accounts. Support flow of leads for both enterprise and mid-market accounts working with Sales Development Reps. Create demand gen materials (emails and landing pages) to promote engagement with marketing assets. Manage and optimize marketing systems including Outreach.io, LeanData, Salesforce.com, BrightTalk and migration from Marketo to Hubspot.

Design and deploy an Account Based Marketing program to scale first meetings and create repeatable process to turn accounts into opportunities. Refine ideal account and persona profiles, create awareness and engagement programs, build sales outreach cadences, optimize emails, scripts and LinkedIn messages, and create measurement reporting. Support other marketing and go to market activities such as content development, sales automation structure, CRM reporting, demand program evaluation, and field events.

Complete deployment of CRM and Marketing Automation supporting enterprise go to market. Collaborate with sales and marketing leadership to build out lead qualification team and processes driving pipeline to support business plan. Build demand generation programs creating inbound lead flow and follow up processes. Build weekly reporting cadence and enable team members with best practices to scale demand gen programs and processes.

Served as interim Demand Generation Director to run programs, manage the team and deploy Advocacy Account Marketing (taking ABM fundamentals and adding customer advocacy). Deployed a quarterly process for campaign and program planning that takes into account spending, expected pipeline results and hours required by the team for implementation. Also created a campaign calendar to drive our weekly team meetings for better coordination of all activities.

Documented trial registration data flows that drove 85%+ lead volumes and identified tracking mechanism that would support better source tracking and attribution. Worked with the team to select marketing KPI’s that measure the most important demand generation deliverables and then created KPI dashboards for executive and board review. Worked with the team to revise Full Circle deployment for better attribution reporting and created a monthly review cycle for the marketing team to create insights and optimizations. Revised trial nurture programs to respond to customer activity within the product and provide more relevant support materials. Rolled out Account Based Marketing pilot in just 6 weeks with ongoing optimizations and additions to create a more immersive experience for prospects. Close collaboration with both LDR team and sales management ensuring proper lead engagement and qualification. Supported optimization of paid search program that involved new vendor selection and setting appropriate goals and metrics. Supported the sourcing of permanent Demand Generation Director to manage these programs ongoing.

Selected and deployed both CRM and Marketing Automation systems to support a well-defined sales prospecting process. Collaborated closely with sales leadership to build data enrichment programs that immediately improved BDR productivity. Modified CRM processes to eliminate the Lead object in support of Account Based Marketing/Sales. Created marketing KPI’s and an attribution structure to measure sales and marketing contribution to pipeline and revenue. Rolled out paid search marketing as well as a quarterly planning process evaluate and select programs for team execution. Assisted in hiring an additional two marketing team members.

Outcome: IPOAlteryx provides a single workflow for data blending, analytics, and reporting. This workflow allows the seamless blending of internal, third party and cloud-based data, and simple analysis using 60+ prebuilt tools for spatial and predictive analytics. All of this is achieved in a drag-and-drop environment that requires no coding or specialists. The Alteryx workflow is so intuitive that users are productive in hours.I hired and managed a demand generation team encompassing inbound marketing (website, website conversion rate, and organic/paid search), outbound marketing (account based marketing, webinars and 3rd party programs), events (corporate and field marketing), marketing operations (lead routing/scoring, email marketing, and metrics/analytics). My key achievements constructing a reliable and repeatable campaign planning process, building dashboards and KPI’s guiding all marketing efforts, focusing team on campaign ROI metrics to improve ongoing results, partnering with sales leadership for planning and execution updates, deploying and optimizing an Account Based Marketing program, improving website conversion rates beating industry best practices, hiring an incredible team who were extremely productive, and creating a culture of experimentation and measurement for ongoing improvement.

Outcome: Acquired by CradlePointPertino enables IT pros to build, manage and optimize secure networks connecting mobile and cloud devices in just minutes. The company is reinventing networking for the cloud era by leveraging dynamic virtualization and Software-defined Network (SDN) technology.I oversee demand generation strategy and operations in support of Pertino's transactional, SaaS based cloud service, including customer journey management, key persona targeting, lead/demand generation program development, campaign management, metrics reporting process development, partner and vendor management, marketing automation program creation and management, content marketing and more.

After completing the initial integration of outbound marketing with Dell after the KACE acquisition, I relocated to London (2010 – 2011) to hire a team and build processes driving sales pipeline supporting EMEA KACE sales objectives. Responsible for leading and developing a global team for demand generation and lead qualification activities for Dell KACE business unit. Close collaboration with both KACE and larger Dell sales teams to ensure lead quality and volume necessary to support corporate revenue growth targets. Received Gold Award from Michael Dell for efforts in lead generation integration post acquisition.

Outcome: Acquired by DellResponsible for all outbound marketing activities required to deliver sufficient pipeline supporting sales objectives. Created and led demand generation team including online, marketing automation, events, reporting/analytics, and lead qualification specialists. Developed a tight collaboration with the sales team to ensure lead quality and volume necessary to support corporate revenue growth targets. These outbound programs, processes and metrics enabled KACE’s go to market strategy – both direct and channel. Supporting this effort was ongoing measurement and optimization of all demand generation programs to achieve world-class performance targets.http://marketinginsights.eloqua.com/2009/09/30/marketing-master-larry-stein/

Outcome: PrivateEvaluated regulations and economic drivers in electronic recycling industry to identify national business expansion opportunities for California recycler. Secured meetings with manufacturers, retailers, donation centers and state regulators to pitch concepts and gather feedback. Developed sales tools supporting California sales team productivity.

Outcome: IPODesigned process, created programs and hired international team delivering qualified leads for resellers with monthly and quarterly metrics measuring all costs and revenue. Developed whitepapers, web landing pages, prospecting emails, telemarketing scripts optimizing program results. Evaluated and deployed IT systems supporting team efficiency and measurement. Managed PR and AR programs including product launches with focused, consistent messaging and quarterly measurement. Supported channel marketing including management of partner summit with over 700 attendees

Outcome: Acquired by JuniperDesigned, developed and executed innovative set of lead generation, PR, collateral, events, and analyst programs increasing monthly web traffic and leads four times. Closely cooperated with the inside sales team on programs delivering leads directly into Salesforce.com. Implemented alliance partner programs supporting vertical marketing efforts delivering press releases, product collateral and field engagements.

Outome: IPO and Cisco AcquisitionDesigned and built lead generation team, programs and process to deliver leads for inside sales meeting key quantity and cost metrics. Designed and managed postal, e-mail and Google campaigns. Coordinated trade shows with theater presentations generating leads resulting in closed business. Promoted to create new group managing sales engagements with Lotus, Microsoft and Cisco. Drove vision demonstration with Cisco’s John Chambers that ignited Cisco field sales relationship. Negotiated over $250,000 in co-marketing partner programs with Microsoft. Promoted to manage a group of 14 field consultants across U.S. coordination installations and driving installed base customer relationships. Developed tools to evangelize new applications and deeper conferencing deployment resulting in 50% of company revenues from installed base.

Designed and delivered instructor led training for the Bell Operating Companies teaching sales and marketing professionals about data communications and computing infrastructure. Coursework was relatively technical and focused on real-world applications where the BOCs could develop more solution oriented messaging.