Matt Hendrickson Marketing Executive

Matt Hendrickson
MARKETING & PRODUCT EXECUTIVE
20 years Marketing & Product Management experience
10 years managing software-as-a-service and cloud platforms
Consumer, small business, enterprise, government, and education
Built teams and new divisions from the ground-up
Repeated technology start-up success

Vice-President Marketing & Product Management
Built marketing, product, and UX teams at (3) SaaS companies
Executive leader with 12 direct reports & matrix managing 20+
Market-leading products: Granicus®, ExpenseWire®, a division of Rearden Commerce, ResumeMaker®, AnyTime Organizer®
Balanced marketing generalist

Agile Team Implementations
Product Roadmaps
Product Requirements
Customer Research
Competitive Analysis
Market Research
Strategic Planning
Tactical Planning
Project Management

Sales Enablement
Customer Success Programs
Pricing, Positioning & Branding
Unified Messaging
SEO & Marketing 2.0
Blogs & Social Media
White Papers, Webinars, E-Mail
Marketing & Copywriting
Advertising Campaigns
Public Relations
Thought-Leadership

API and Partner Programs
Legal & IP Protection
P&L Responsibility
Planning & Leadership
Presentation & Communication
Operational Efficiency

Energetic evangelist , thought-leader, and team-builder
Consumer, SMB, business, government, education and enterprise
Expert at marketing complex technology solutions
Elevate solution marketing, positioning, branding, and value
Tactical, results-oriented individual contributor (work ethic)
Focus R&D efforts on market-driven development for sales
Marketing generalist (special teams)

Managed leading brands of six major cloud service solutions
Moved point-solutions to product suites and cloud platforms
Licensing and pricing models
Sales enablement and solution structure
Creative direction , awareness, and branding

Sales enablement for both direct and channel sales teams
Demand generation and lead generation
PowerPoint (PDF) sales decks, webinars , product tours, and videos
Sales trainings and product demonstrations
Special large account joint product-selling (solutions)
Managed a pipeline and closed $500k in new deals (from Marketing)

Modern lead generation and sales conversion tools
Webinars that enable sales force and drive lead generation
White papers and thought-leadership programs
E-Mail campaigns that drive sales through the pipeline
Search engine optimization ( SEO )
Lead nurturing and drip e-mail campaigns

Define unique selling-messages, positioning, and value propositions
Compelling, benefit-oriented marketing copy
Sales collateral, data sheets, brochures, and PDF’s
Consumer, SMB, enterprise, government and education
Sales decks and objection handling
Tight sales and marketing coordination
Over 200 e-mail campaigns

Deep Eloqua and Saleforce integrations
Successful Google AdWord campaigns
Built reseller & partner channels (30+ enterprise companies)
Launched affiliate programs
E-mail marketing and price promotions
Online ads, print advertising, tradeshows, and direct mail
$500k annual marketing budget

Client success programs and video testimonials
Blogs , social media, and viral campaigns
Over 100 reviews and awards (including Inc 500)
Numerous radio/TV appearances
Larry Magid (CBS) & Lets Talk Computers®
10+ CODIE Awards

Led over 300 successful agile and waterfall R&D projects
Worked with XP, R.U.P., SCRUM, and “home-grown” models
Product Lifecycle Management (PDLC)
Ensured efficient and effective development projects
Primary responsibility for requirements, user stories, and use cases
Project plans and prioritized feature lists
Pixel-perfect user interface design specifications
Product backlog : features, bugs, and usability issues
Case studies and buyer personas
User acceptance testing

Deep competitive analysis across 10+ competitors
250-500 line item competitive analysis (Features)
Qualitative and quantitative analysis (Benefits)
Strengths, weaknesses, opportunities, and threats
Grew from 20% to 80% market share in $3M market in under a year
Repeatedly built and sustained market leading positions
Define positioning in market and promote strengths
Identify opportunities for product enhancements

Worked with analysts to research market size and growth trends
Identify percentage market share owned by company
Year over year trends and monthly sales trends (promotions)
Track results and position in the market
Define customer behavior and buying patterns
Identify and segment viable vertical markets

50+ customer surveys
50+ person focus groups and beta/pilot programs
Fine-tune messaging around core problems (unmet market needs)
Clearly identify and segment buyer personas
Derive product ideas and prioritized feature lists
Build relationships with customers

Thought-leadership and envisioning the future
New markets and value proposition expansion
Yearly business plans / marketing plans for 10 product lines
Communicate research, competitive analysis, and industry trends
Sales summary, placement, and promotions
Set R&D roadmap and development milestones
Long-term strategy, goals, and key objectives
Marketing activities, events , and expenses
Measure past results

Monthly/weekly reports, project, and task management
Goal system designed immediate actions and results
Tactical work aligned to long-term objectives
Measurement of weekly/monthly goals
Project Management professional (white board: who, what, when)
Provide leadership & communication
Run weekly staff meetings

Developed API’s and partner ecosystems at (3) companies
Supported several mergers and acquisitions
Managed 50+ major partnerships
Wrote term sheets and legal agreements from scratch
Piloted business development efforts into new markets/channels

(1) Develop vision of the future (strategic planning)
(2) Set strategic/tactical plans in prioritized stages
(3) Organize resources (people, financial, partners)
(4) Lead staff and teams to achieve results
(5) Measure results

Executive leadership founded in personal principles:
Knowledge (research, analytics, and experience)
Passion (energetic, persuasive, and evangelical)
Work Ethic (hard work, individual contribution, and desire to win)
Build relationships and solve problems
Executive presentation and communication
Speaking engagements as an industry expert

Proven results in running profitable businesses
P&L responsibility for revenue and expenses
Assessed risk and managed change
Allocated engineering resources: project time and expenses
$500k per year marketing budget
Produced highly-profitable business units
Increased profits and growth

Built process from scratch for organizational efficiency
Focus on effectiveness first and efficiency second
50+ procedures for business automation
Successfully implemented integrated Eloqua and SalesForce solutions
Executive leadership and board of directors presentations

Personal Leadership Philosophies and Principles:
“ You increase profit by building products for the market, not just for one customer. But, you increase sales by making each customer feel like your product was built just for them. I know how to do both.”
“ Lead with knowledge, passion, and an incredible work ethic.”
“ Hire great people and trust them as the expert of their area. Identify their potential and tap the greatest strengths of each team member.”
“ Use both data and experience to determine how and when to take measured risk.”
Contact me:
[email_address]

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Matt Hendrickson Marketing Executive

by MattHendrickson on Oct 07, 2010

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Matt Hendrickson Marketing Executive — Presentation Transcript