Examples
Below are just a few examples of my accomplishments over a 20+ year career in technology marketing. You can see more on my experience as well as further examples of my work on LinkedIn: https://www.linkedin.com/in/jeffthomassf/
Built the GTM and elevated an app dev platform to a driver of business value
Charter:
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Establish Platform as a viable and accretive business within Salesforce
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Reconcile four, disparate "brands" (Heroku, Force.com, Database.com, Sites.com), into a cohesive platform offering
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Elevate positioning and go-to-market to focus on CIOs/CTOs in addition to developers
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Develop a differentiated market position and build out focused marketing capability
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Establish an integrated sales/marketing go-to-market. Position Platform as critical in driving innovation and enterprise digital transformation
Results:
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Brands moved under the Salesforce Platform umbrella
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Positioned around innovation + safety, getting Platform included in key SFDC deals
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Established full-stack marketing function
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Advanced Salesforce in the Gartner MQ and Forrester Wave
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Helped drive ACV from approximately $50M to over $250M, ahead of plan
Transformed a shipping company into the Operating System for Global Trade
Charter:
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Build a differentiated positioning for Flexport in a category of over 5,000 competitors, with very little loyalty
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Evolve marketing and go-to-market motion from largely sales/SDR-driven, to integrated, multi-channel marketing campaigns
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Build out and hire the marketing team, including demand gen, product marketing, content, creative and PR/Comms
Results:
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Successfully repositioned Flexport as the "OS for Global Trade"
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Relaunched the brand, achieving strong increases in awareness and business velocity
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Executed integrated lead gen campaigns, which drove very high volumes of inbound leads and ultimately sales meetings
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Helped company accelerate attainment of $1B sales goal
Created a new category –– trusted application container management
Charter:
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Develop positioning strategy for the company in context of category development focus — nothing like this had existed before
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Build out go-to-market, aligned with sales
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Grow marketing team from zero
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Get Apcera on the map with Analysts
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Develop a comprehensive demand gen program that contributed a high % of pipeline
Results:
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Established the container management category, positioning the company as the first, most comprehensive and secure choice
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Defined optimal use cases, and partnered with Sales to develop the go-to-market
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Hired a small but mighty, world-class marketing team across demand gen, content, PMM, web, and events
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Got company on the map with Gartner and IDC, featured in a number of key reports, including a market guide (precursor to an MQ), and Cool Vendor
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Developed demand gen campaigns that contributed 80% of sales pipeline
Developed and launched the world's first Unified Data Analytics Platform
Charter:
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Develop the strategy for moving the company upmarket towards Enterprise
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Position the company properly for this journey
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Maintain strong business velocity in the SMB market
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Transform the go-to-market from 100% SDR outbound to a blended outbound/inbound model
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Build a strategy and plan for the market Analytsts
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Build a community of SQL analysts and developers
Results:
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Repositioned the company from a SQL driven, data visualization tool to an end-to-end, unified data analytics platform
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Developed a marketing program that helped accelerate velocity against SMB market while concurrently allowing the company to move upmarket
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Created a blended go-to-market model that allowed marketing to deliver 75% of sales pipeline
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Built strong relationships with Gartner, Forrester and IDC, getting Periscope Data included in reports
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Launched a strong and thriving community of analysts and developers, helping evangelize the company
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Helped drive ACV attainment
