Posts in category Exclusives


Exclusives

Content Analytics’ VP Kenji Gjovig: There’s Chum in the E-Commerce Waters

Content management is all about making sure that a product item page “has all of the information that a customer needs to buy an item or have a good experience with it afterwards,” said Content Analytics VP Kenji Gjovig. “A content management system has the ability to set up new items, post images and video, and create a robust title and detailed item description.”

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Exclusives

Helpshift VP Tushar Makhija: Not All Customers Will Help You Make Money

“As services are getting more and more mobile, service needs to get mobile as well,” said Helpshift VP Tushar Makhija. “If you look at customer service over the last 10 to 15 years, first it was all about average handling time. If you grew quickly as a business, you needed to stack up a call center. The next five to six years were all about self-service, so technology started building up.”

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LogicHub CPO Monica Jain: Focus on Results

“I was always interested in analyzing the data,” said LogicHub Chief Product Officer Monica Jain. “I was introduced to a company that was a pioneer in the market, and that’s where my career in security started. I fell in love with security because it’s all about finding and analyzing the data, and about crunching the data. That’s how I started with security. I’ve never left it since then.”

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Congressional App Challenge Director Rachel Décoste: Get on Board the Tech Train

“Coding is one of the most in-demand skills. There’s a myth out there that you need to have this skill only if you work with computers, but as society develops, you’re going to see coding in every field. This is a skill that’s needed in all job sectors,” said Rachel Décoste, director of the Congressional App Challenge. “The jobs of tomorrow will require, if not coding, at least an understanding of how it works.”

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Zyme CCO Ted Dimbero: Connecting the Channel Data Dots

“Channel data management is about providing high-tech companies with all the data and information they need to effectively manage their distribution channels, sales and marketing,” said Zyme CCO Ted Dimbero. “Traditionally, companies have relied on managing the channel fairly blindly. They may get monthly data, but a lot of the data is incomplete or too late to make important decisions.”

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Multitasking CTO Heather Wilde: Making the World More Like Star Trek Than Skynet

“I care about helping more women get into technology, so I spend a lot of time teaching girls from sixth grade to high school so that they’re more educated about STEM fields,” said Heather Wilde, CTO of ROCeteer and TWIP. “I’m also chair of the engineering school’s advisory board at the University of Nevada, Las Vegas, to help steer the school toward new directions.”

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Alteryx CCO Olivia Duane Adams: Women Do Think Differently

Analytics is “about having a sense of curiosity — the ability to look at data and say, ‘what is it telling me?'” said Olivia Duane Adams, chief customer officer at Alteryx. “I define analytics as ‘the ability to ingest any and all relevant sources of data that might help answer a question being asked.’ Analytics is the ability to use all the data you have to answer a question.”

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Trustify President Jennifer Mellon: Diversity Is Good Business

“My team has always, from day one, been 70 percent female,” said Trustify President Jennifer Mellon. “You know, we’re not a flower delivery service — we’re doing private investigation. It’s not a space women often lead in, so I’m really proud of that. … Over 45 percent of my team identified with a protected minority population — including LGBT, race, ethnic and religious minorities.”

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Swiftpage CEO John Oechsle: Better Interactions Lead to More Transactions

“There are groups within companies that don’t want to interact with a full-blown CRM application,” said Swiftpage CEO John Oechsle. “They want to access it based on the functions they want it to perform. These small purpose-built apps are going to continue to evolve. Also, people want to interact with software using voice … . They don’t want to sit there and type.”

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Metis CDS Debbie Berebichez to Women in STEM: Chase Your Dreams

“I’ve helped shape the conversation,” said Debbie Berebichez, chief data scientist at Metis. “It’s empowered me to mentor young women and also to shape policy. At Metis, we offer a scholarship to women and minorities, so we do things actively to bring women in. I also try to recruit and hire women. Even though it’s a tech company, over 60 percent of the employees at Metis are women.”

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Zuora VP Matt Darrow: The Intelligence of the Subscription Model

“We think of ‘subscription’ broadly,” said Matt Darrow, VP and general manager of product at Zuora. “It’s when companies do business with customers with whom they have a known relationship, and those relationships are sticky. The subscription model is great for engagement because companies know that in order to be successful they need to deliver ongoing services that keep providing value.”

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A Better World President MarySue Hansell: Getting Real With a Virtual Do-Good Game

“We saw that there was a lack of kindness, a lack of empathy … and we thought it would be nice if we could use technology to do something about it,” said MarySue Hansell, president of A Better World. “We thought Facebook offered a wonderful opportunity to use a large technical platform to create a virtual world that would have a big impact, with a game that emphasizes positive thinking.”

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Nutshell CTO Andy Fowler: Good CRM Tools Stay Out of the Way

“CRM was originally created for the managers and bosses to report on the pipeline, and it was sold as a value proposition to the manager,” noted Nutshell CTO Andy Fowler. “What’s changing now is that CRM is becoming much more about supporting the rep — giving them the tools they need to improve their performance. It’s no longer just a tool for the boss to check in on the salespeople.”

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CloudCraze EVP Andrew Witherspoon: For Successful B2B, Set Aside Expectations

“If there’s anything true about B2B service, you have to do it in the context of the customers themselves in order to be successful. That’s our philosophy,” said CloudCraze EVP Andrew Witherspoon. “What is the purpose of CRM and marketing? It’s to reach out, find and engage prospects, and to move them through a buying cycle. All those capabilities are on a CRM platform.

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EquiSeq CEO Lexi Palmer: Act Like You’re Not Scared and Go at It

Lexi Palmer is CEO of EquiSeq, a biotech firm that does genetic testing of horses. Palmer met the company’s founder, genetic researcher Paul Szauter, in 2015. “I was just finishing up my degree in interpersonal communications … and he told me about the company he’d started,” Palmer recalled. “I told him I knew everything about horses and said I could learn everything he did and market it.”

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GIT CEO Adriana Gascoigne: More Women in Tech Means More Problems Solved

Prior to founding Girls in Tech, Adriana Gascoigne was one of very few women working at a startup. “I’d look around the room every day and see that there was a huge problem of representation. I knew we needed to change the culture of the company to recruit more women and benefit more women, but we also needed diversity in product development … to make a better product,” she recalled.

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GE Digital VP Beena Ammanath: For Most Women, STEM Is an Uphill Battle

Beena Ammanath is VP for data and analytics at GE Digital. She has worked in the data analytics field for more than 20 years and serves as board director at ChickTech, a nonprofit dedicated to recruiting girls and women into the tech workforce and retaining them once they’re there. Ammanath also serves on the Cal Poly Computer Engineering Program Industrial Advisory Board.

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Oro CEO Yoav Kutner: Getting a Sense of Your Customer

One of the most noticeable recent trends in CRM is that “there are a lot more companies looking for tools to centralize data,” noted Oro CEO Yoav Kutner. “We’re seeing multichannel businesses that interact with customers both through a brick-and-mortar and through multiple touchpoints. That data has to be collected someplace so they understand how they’re doing with their customers.

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Eagle Creek CRM Director Sandeep Kadam: What Today’s Customers Want

Twenty years ago, CRM “was more of an inside-out technology,” recalled Sandeep Kadam, director of CRM at Eagle Creek Software Services. “It was about making sales calls more efficient, and giving salespeople all the tools they needed so they could achieve their numbers. From there it has become more of an outside-in technology, where the customer is impacting how CRM is going to evolve.”

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Radius CEO Darian Shirazi: Solve for Data Decay

“One of the interesting things about CRM and marketing automation is that most of these systems have poor data quality,” said Radius CEO Darian Shirazi. “Typically, customers buy data lists or get inbound leads, and the information associated with those accounts, opportunities and leads ends up decaying quickly and being inaccurate. The problem is keeping that information up-to-date.”

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Demandbase’s CEO Chris Golec: Finding the Companies That Should Be Buying From You

“Account-based marketing is really about marketing to the accounts that are aligned with your sales team,” said Demandbase CEO Chris Golec. It’s been done for years, but today there’s a whole technology and practice around being able to market to accounts at scale, and this wasn’t possible until about four or five years ago. It’s a focused, targeted marketing approach.”

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Marketo VP Mike Telem: ABM Lets You Dust Off Old Marketing Techniques

“Account-based marketing is all about targeting key accounts. It’s a strategy for marketers to focus most of their efforts on key accounts,” said Mike Telem, vice president of product marketing at Marketo. “In most B2B businesses, you have a small number of accounts that are the most valuable. So it makes perfect sense that focusing on those accounts provides a better return on investment.”

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