Tom Crawford Email & Phone Number

Sarasota, Florida Area

Applied Business Concepts consults to B2B clients to grow sales, market to drive sales and develop new areas of business. Integral to our engagements is identifying and leveraging the value our clients deliver. By applying our expertise, experience, process and perspective to the client's business we deliver rapid results and a foundation for long-term growth. We work closely with clients throughout the discovery, planning and execution engagement phases. Recent engagement examples include:Doctor - Patient Translation ServiceDeveloped and implemented sales process and infrastructure. Initiated and grew sales funnel. Identified key gaps in client’s value proposition, service offering and customer experience – all impacting sales growth and customer retention.Matching Search TechnologySuccessfully sold the client’s technology and patent portfolio. After identifying and ranking 19 possible market segments, the top 9 segments were prioritized and key prospects identified. Contact with these prospects was initiated and managed through technology evaluation and sale.Telecom Consulting and Implementation ServicesCritical customer perception gaps and retention issues were identified. An implementation plan was developed that: created more compelling client offerings, improved alignment of client services with customer needs and expectations, and increased marketing and sales effectiveness to customer decision makers.Mortgage BankAfter identifying client’s unique value to realtor and builder stakeholders, a plan that leveraged this value was implemented. Results were increased revenue, closer customer relationships and improved loan officer effectiveness in meeting customer needs.Small - Medium Business Services MarketplaceAs client prepared for service launch and fundraising, our engagement quantified the initial professional service market, developed a targeted prospect list, identified the unique client value proposition and provided a go-to-market plan.

Greater Seattle Area

Mentor to startup companies participating in 9Mile Labs’ accelerator program.

Greater Seattle Area

Partnered with Altus Alliance on various consulting engagements involving sales and revenue growth services.

Commercial Legal Disputes

Provide expert opinions in pre-trial and trial testimony for cases involving the following business areas:- Commercial software - IP licensing- OEM transactions- Sales and marketing of software and software/hardware products- Large deal structure and negotiation- Pricing of hardware, software and services

- Core member of LG Strategic Mobility Deal negotiating team. Closed deal representing over $50M and managed implementation of this strategic deal.- Negotiated key mobile license agreement renewals, including Samsung, LG and HTC, representing a total of ~ 27 M devices worth over $300M in revenue.- Hired, trained and managed team in renewals of over 36 mobile license agreements.- Developed and implemented controls for approving large deals; improved broad policy controls and compliance processes across OEM field. - Received several awards (Gold Star and CSI) for closing important and difficult deals.

- Managed team upgrading Microsoft’s software maintenance offering (“Software Assurance”) worth over $6B annually. This $31M project included identifying enhancements, obtaining executive approvals, and coordinating implementation with 20 groups and ~200 people.- Managed the planning, coordination and execution of a 30 person virtual team to consolidate 117 licensing programs to 26. Over 40,000 customers were successfully transitioned representing ~ $8B of annual revenue.- Developed and implemented a readiness tracking methodology for 50+ major product launches scheduled over a 2 year period. Coordinated assessments and managed readiness across 15 programs involving program, licensing, pricing and launch services stakeholders.

Conducted consulting engagements with small, technology companies. Engagement areas included new product positioning, developing customer value propositions, product and service pricing, business development and strategy.

Director of Business Development / Group Sales Manager- Set up OEM sales channel and managed business and marketing relationships with OEM customers.- Negotiated and signed company’s first OEM contract with Force Computers (Solectron), valued at $10M.- Closed technology contract with Northern Telecom. - Managed joint sales activities with equipment vendor partners, including Motorola Computer Group and RadiSys Corporation. - Created value proposition tool to simplify customer qualification and quantify product value.- Developed OEM pricing with product management and marketing.

Director, Product Marketing and Business Development - Developed sales / engineering tool to quantify product value to customers. This tool enabled rapid customer qualification and reduced sales engineering efforts by over 50%.- Set and maintained product pricing.- Managed team responsible for developing quotations, proposal responses, order configuration, forecasts and administering multi-year customer contracts.- Administered sales operations from initial sales through annual revenue of over $20M.- Initiated OEM business discussions and technical evaluation with Lucent Technologies.

Director of Strategic Accounts for Handset Division (2 years 5 months)- Led negotiating team to sign a $500M handset contract with Sprint Spectrum; managed account team on contract delivery.- Led negotiating team to sign a $350M handset contract with PCS PrimeCo; managed account team on contract delivery.- Negotiated and signed OEM contracts for handsets and test equipment with Motorola, Lucent Technologies and Northern Telecom and managed deliveries to contracts.Corporate Director of Investor Relations (1 year) - Spokesperson to, and key contact for, investors and Wall Street analysts during period of extreme stock price volatility.- Coached analysts on earnings models and represented company at investor conferences.- Managed financial press releases, annual and quarterly reports, proxy statements and annual shareholder meetings.Director of Marketing, Wireless Technology (2 years)- Coordinated strategic marketing efforts contributing to domestic and international wireless industry's acceptance of the new CDMA technology.- Managed educational, sales and press events including technical trials and demonstrations.- Directed press releases, trade shows, literature, advertising and market research. - Communicated CDMA technology concepts, development status and commercial rollout schedules to key customers.

- Developed and maintained account sales with domestic and international customers, including McCaw Cellular and Ericsson. - Top manufacturer's representative firm in sales for Integrated Telecom Corporation, accounting for 40% of sales in 1989.- Created sales tool to quickly identify and quantify product value and benefits to cellular service providers.

- Identified market potential of the rapidly growing cellular market; developed and implemented a direct sales and marketing programs for this market.- Carried account management responsibilities for three major OEM customers.- Established and trained a network of distributors in Asia.- Planned and executed the launch of company's initial product including marketing materials, training programs, trade shows and press releases.- Specified product features and pricing.

- Located, evaluated and negotiated terms for investments of over $4M.- Board member for an $18M color graphics workstation manufacturer.- Board member for a start-up telecommunications equipment company.

Consultant on corporate and business strategy formulation for Fortune 500 clients

Mba, Small Business Administration

Activities and Societies: Harvard Business School Crew Club team

B.S., M.S, Electrical Engineering

Activities and Societies: MIT Crew Team ('74-'77), Eta Kappa Nu, Tau Beta Pi, MIT Ham Radio Club (W1MX)

High School

Education record