Work Experience

• Competitive Intelligence Manager | Workato | April 2021 – Feb 2023

  Create and lead the competitive intelligence function for Product Marketing and Sales teams. Conducting deep technical research on tier 1 competitors through different channels including competitive labs, customer direct conversations. Creating and delivering actionable and current competitive updates to the sales and technical sales organizations. Creating customer-facing materials and marketing campaigns to educate customers/prospects about Workato differentiators. Applying information science techniques to improve dissemination of competitive information during key stages of sales cycle. Establishing and leading a new competitive Win-Loss program, improving sales effectiveness as measured by KPIs (sales cycle time, average deal size, win/loss rates, etc.) through competitive intelligence and information distribution, formulating competitive sales strategies, driven by strategic insight, positioning, product demos, and tools in order to improve sales effectiveness. Supporting sales teams, product teams, customer support members, and marketing teams to align competitive insights with key positioning messages and drive success.

• Competitive Intelligence Data Analytics Lead | Salesforce | Mar 2020 – Apr 2021

  Provide data analytics, visualizations, and deep technical research on tier 1 competitors through different channels including analyst conversations, partners, and customer direct conversations. Created and delivered actionable competitive updates to the sales and technical sales organizations. Defined and instituted new competitive intellgence configurations (SFDC objects, metadata, processes, workflows) in the core SFDC system covering the full SFDC portfolio. Provided insights to product management on relevant technology advancements made by competitors. Create presentations that focus on differentiators that are clearly articulated with supporting data, fact-based analysis, and a point of view. Developed and presented strategic briefings to senior leadership on marketplace trends and shifts.

• Competitive Intelligence Data Analytics Lead | Dell Technologies | Jan, 2014 – Jan 2020

  Enhanced sales performance by combining data science techniques with analysis. Increased the probability of successful sales by 10%, shortened the sales cycle by two-weeks, and increased average deal size by 15% for the Data Protection division. Utilized data insights to generate actionable competitive intelligence adopted by the field, proving that a well-educated sales team has a significant impact on revenue (approx. $100M in one year). Coached and mentored data analysts who developed new techniques and gained valuable insights to both successful and unsuccessful sales behaviors, which was implemented as training and strategy development for the field. Developed a library of 4B rows of aggregated corporate data used to automate analysis and visualize KPIs to monitor progress and performance of the field. Customized Salesforce (SFDC) to communicate with sales about competition when they updated their opportunities. Developed a portal for sales and partners that contained competitive information. Enabled sales analysts to examine the network of field and partner ecosystems. Developed metrics assessing competitive pressures in the field by comparing portal access to the SFDC pipeline. Developed key performance indicators (KPI) of topic interest versus value by comparing accesses of information to the curative effort. Converted insights regarding successful individual sales techniques obtained into broad selling strategies by examining SFDC wins/losses and sales behaviors.

• Competitive Intelligence Manager | Dell Technologies | 2012 – 2014

  Proactively lead the collection of competitive intelligence to improve Dell's competitiveness and sales positioning. Increase product differentiation by assisting Product Management and Marketing evaluate offerings and client trends through a competitive lens. Monitor the activities of key competitors. Interact with team members to evaluate sales trends and effectiveness of competitive activities to develop new information products for the field and executives. Successfully raised sales’ awareness of their competitors through training and chalk talks. In the first year of evaluating the actions and behaviors of Dell’s competitors, able to increase the average competed deal size quarter over quarter, reversing a declining trend. Doubled the sales win/loss ratio through training efforts and gaining knowledge of competitor’s strategies. Researched and developed competitive sizing tools for the field and extended company capabilities in competitive analysis. Worked with Finance and Product Management to review competitive pricing strategies.

• Group Product Manager | EMC/Documentum | 2006 – 2014

  Spearheaded efforts for several product lines. Proactively aligned product sales to business strategies and was always evaluating new design concepts. Presented roadmaps and strategies to C-Level customers and partners in executive briefings. Presented demonstrations at industry symposiums. Evaluated business cases, trade-offs between time to market, competition, and differentiation to determine product strategies and product direction. Oversaw product lifecycle business activities and resource allocations. Revised strategies for product pricing, provided expertise to product packaging, and assisted with marketing collateral. Successfully released a mobile application in just four months and shortened the enterprise release cycle from two years to nine months. Managed a team of four product managers and was responsible for five million seats deployed and generated $20M+ per year. Increased customer satisfaction by improving product quality and performance by a factor of three and increased scalability by a factor of twelve. Expanded customer deployment rates and reduced support calls by ~20%.