expertise

MARKET REQUIREMENTS

Determine an opportunity, target market, customer needs, competitive landscape, and capabilities required to create competitive advantage

PRODUCT ROADMAP

Define all capabilities for a mainstream customer to derive product value, determine a build/buy/partner route, and plot a release timeline

GO-TO-MARKET STRATEGY

Develop integrated product, pricing, positioning, promotion, and sales tactics to reach and engage prospects and convert them into customers

THOUGHT LEADERSHIP

Establish thought leadership with prospective customers, target media, and influencers through white papers, articles, blog posts, and presentations

DEMAND GENERATION

Develop and execute programs that reach target prospects, nurture them through a complex buying cycle, and deliver qualified opportunities to sales

SALES ENABLEMENT

Provide sales with the knowledge, assets, and tools to retain existing customers and covert qualified opportunities into new customers

featured work

process

Regardless of project scope—from creating a white paper or other marketing asset to developing a product roadmap or integrated go-to-market strategy—I follow the same time-tested, proven process

Analysis

A thorough analysis provides a deep understanding of the target market, prospective customers, and potential competitors

STRATEGY

The intelligence gained through analysis enables the development of innovative products and programs to create competitive advantage

EXECUTION

Conduct digital marketing campaigns, create and deliver thought leader articles and presentations, nurture prospects, and enable sales

PERFORMANCE

Track, measure, and analyze key performance indicators, and refine programs for continual performance improvement

endorsements

“Bruce consistently contributed at the highest level to establishing a high performance marketing organization. He reorganized marketing and centered the strategy on integrated campaigns that resulted in material bookings within twelve months. I strongly endorse him as an executive leader for marketing in corporations with key growth objectives.”Isy Goldwasser – CEO, thync
(formerly CEO, Symyx Technologies)
“Bruce has a rare combination of analytic, creative, and management skills that enable him to conduct research and analysis and develop and execute marketing strategies that deliver measurable results in brand awareness and demand generation. I strongly recommend him for a marketing leadership position in a corporate or consulting role.”Don Bogue – CEO, Compact Imaging
(formerly CEO, Command Audio and Giga-tronics)
“Bruce is adept at both strategic and tactical life sciences marketing. He helped create a new enterprise informatics category (Unified Laboratory Intelligence), write a white paper, and develop and execute a thought leader strategy that has been very successful with customers, analysts, and media. I strongly recommend him as a strategic advisor and marketing consultant.”Ryan Sasaki – Director of Global Strategy, ACD/Labs
“Bruce operates from a solid framework of understanding all of the necessary aspects for creating and maintaining a robust marketing program, and to manage both internally and externally in order to achieve results. He is a true asset within the marketing community.”Hamid Ghanadan – President, The Linus Group
Author of Persuading Scientists

benefits & advantage

Core Benefits

The core benefits and fundamental advantage of engaging an expert consultant is your ability to apply the specific strategic and/or tactical expertise you need, precisely when you need it, achieve your desired results, and then revise or end the engagement

END-TO-END EXPERTISE

From market requirements and product roadmap, through go-to-market strategy and execution, to demand generation and sales enablement

IMMEDIATE EFFECTIVENESS

No learning curve or ramp up period—rather an immediate contribution to your marketing capabilities and overall competitiveness

BEST PRACTICES

Application of best practices for strategic development and tactical execution in marketing to scientists and technologists

FLEXIBLE UTILIZATION

Employ the expert capabilities you need, when you need them, for as long as you need, and no longer

Exactly What You Need

I can work with you and your company as a strategic advisor and/or senior consultant, or as a contract employee, depending on your specific need

STRATEGIC ADVISOR
I work with c- and v-level individuals and with executive teams as an advisor and subject matter expert on business plans for funding, product portfolio management, M&A due diligence, company launch and positioning, go-to-market, and other strategic business initiatives.
SENIOR CONSULTANT
I work as part of a team or as an individual contributor to execute product, go-to-market, thought leadership, demand generation, and sales enablement programs at a tactical level. This may be performed as part of a standalone engagement or in conjunction with my strategic advisor role.
CONTRACT EMPLOYEE
I work in vice president and director roles with science and technology companies on a temporary basis—usually about 6 to 12 months. In addition to strategic and tactical responsibilities similar to those I perform as an advisor or consultant, I also lead internal teams, and often identify, evaluate, onboard, and manage external resources.