About
Let’s stop doing random acts of marketing. Let’s build the right plan, then put it into…
Articles by Alan
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Jazz and Classical? 8 Ways CMOs Must Become Better Organizational Conductors
Jazz and Classical? 8 Ways CMOs Must Become Better Organizational Conductors
By Alan Gonsenhauser
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Healthcare Spotlight: Top 10 Priorities for Accelerating Sales with Improved Content.
Healthcare Spotlight: Top 10 Priorities for Accelerating Sales with Improved Content.
By Alan Gonsenhauser
Contributions
Activity
Experience
Education
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Drexel University - College of Business and Administration
Activities and Societies: Beta Gamma Sigma, High Honors
Graduate teaching assistant in Finance and statistics
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Activities and Societies: Beta Gamma Sigma
Cum Laude
Licenses & Certifications
Volunteer Experience
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Advisory Board - Marketing and Growth
Feeding Matters
- 3 years 10 months
Children
Helped non-profit pediatric feeding disorder agency market their value proposition to target audiences of doctors, medical community, donors and parents.
OUR MISSION
Feeding Matters is furthering advances in pediatric feeding disorders by accelerating identification, igniting research, and promoting collaborative care for children and families. -
Founding Member and Advisory Board - Marketing and Growth
Fractionals United
- Present 1 year 6 months
Economic Empowerment
Advisory board member providing growth and marketing strategy for the largest global Fractional CXO and leadership membership community. In just 11 months, we have grown to 10,000+ members as the Fractional work industry accelerates globally.
Publications
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Case Study: CMO Customer Experience Turnarounds Through NPS
Demand Revenue
When you hear the names Nordstrom, Ritz Carlton, Amazon, Singapore Airlines, Wegmans, L.L. Bean or Apple, what comes to mind? Is the impression positive? But what about if you’ve been unable to get good customer service from these companies, or had to return a product that didn’t meet your expectations? How do you feel then?
It’s obvious to anyone who knows me: My biggest hot-button issue is customer experience, obsession and loyalty. I love reviewing company case studies with my…When you hear the names Nordstrom, Ritz Carlton, Amazon, Singapore Airlines, Wegmans, L.L. Bean or Apple, what comes to mind? Is the impression positive? But what about if you’ve been unable to get good customer service from these companies, or had to return a product that didn’t meet your expectations? How do you feel then?
It’s obvious to anyone who knows me: My biggest hot-button issue is customer experience, obsession and loyalty. I love reviewing company case studies with my graduate marketing students to discuss customer-centricity, company culture and the real actions required to get there.
Providing remarkable customer experiences should always be a top corporate responsibility. Ultimately, it’s the CEO’s responsibility to provide the leadership, culture and autonomy to drive a customer-centric enterprise. He or she can delegate that responsibility to the CMO or another to be the key customer evangelist, but must fully support the process. -
CMOs and CSOs: Working Together to Scale Marketing and Sales
Demand Revenue
At the SiriusDecisions 2016 Summit, Brian Kardon, CMO of Fuze, gave an excellent presentation to CMOs, chief sales officers (CSOs) and chief product officers (CPOs) at our Executive Leadership Exchange. He discussed how it’s critical for marketing and sales to work as one unit to understand and drive customer lifetime value (LTV), and LTV’s relationship to customer acquisition costs (CAC).
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CMOs: Cut Costs, Ask for Less Budget and Become More Effective… Really?
Demand Revenue
You know the expression “less is more”? Allow me to recommend something that may seem counterintuitive to marketing leaders. Having been through more planning and budgeting cycles than I’d care to count, I’ll share an approach that can expand your credibility as a marketing leader and general manager.
Today, marketing is becoming more of a house of processes and a profit center than a traditional cost center. But historically, CEOs and CFOs have viewed marketing as a cost center and…You know the expression “less is more”? Allow me to recommend something that may seem counterintuitive to marketing leaders. Having been through more planning and budgeting cycles than I’d care to count, I’ll share an approach that can expand your credibility as a marketing leader and general manager.
Today, marketing is becoming more of a house of processes and a profit center than a traditional cost center. But historically, CEOs and CFOs have viewed marketing as a cost center and slush fund with discretionary budget dollars available to cut when needed as performance and priorities change. Sound familiar? -
CMOs: What Kind of Conductor Are You – Jazz, Classical or Both?
Demand Revenue
Hopefully, as a CMO, you like an eclectic mix. Today’s CMOs need to be holistic conductors, balancing creativity with precision. You need a good balance of both to be really successful in today’s complex market. Let’s listen:
chaosBeing innovative and building strong connections with customers and prospects is like jazz. Remember Louis Armstrong, Miles Davis or Benny Goodman? Jazz requires expressing your creativity, using your gut, developing audacious breakthrough ideas, and taking…Hopefully, as a CMO, you like an eclectic mix. Today’s CMOs need to be holistic conductors, balancing creativity with precision. You need a good balance of both to be really successful in today’s complex market. Let’s listen:
chaosBeing innovative and building strong connections with customers and prospects is like jazz. Remember Louis Armstrong, Miles Davis or Benny Goodman? Jazz requires expressing your creativity, using your gut, developing audacious breakthrough ideas, and taking risks to connect with target audiences in a really memorable way. They won’t remember numbers as much as how you made them feel. You won’t get big ideas from spreadsheets, either. Creativity requires you to: -
Disruptive Tech: Presidential Lessons for Business
Demand Revenue
Disruptive technological innovations have historically powered presidential campaigns
Candidates having the foresight and resources to leverage new innovations effectively secured an unfair advantage
It’s critical to have the right strategy and perfect timing, and to surround new innovations with the right people and processes -
Five Easy Steps to Analyze Any Problem
Demand Revenue
Problems can be defined, analyzed and solved in five easy steps
Key to problem analysis: define problem, evidence, impacts, causes and recommendations
When causes of problems are properly stated, your recommended solutions are simply the reverse of the causes
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Five Strategies Successful CMOs Use to Engage Their CFO
Demand Revenue
Savvy b-to-b CMOs know that the CFO can be their most critical organizational ally. CEOs lean heavily on their CFOs to balance and optimize operational and financial business performance and position the company to investors. Accordingly, CFOs are often the CEO’s right hand and have a great deal of corporate longevity and broad influence over functional operations and budgets.
Many CEOs and CFOs see marketing as a cost center and slush fund with discretionary budget dollars that…Savvy b-to-b CMOs know that the CFO can be their most critical organizational ally. CEOs lean heavily on their CFOs to balance and optimize operational and financial business performance and position the company to investors. Accordingly, CFOs are often the CEO’s right hand and have a great deal of corporate longevity and broad influence over functional operations and budgets.
Many CEOs and CFOs see marketing as a cost center and slush fund with discretionary budget dollars that can be cut when necessary as performance and priorities change. Sound familiar? A strong CMO/CFO relationship mitigates this view.
CMOs must engage CFOs as a real business partner year-round – not just during planning and budget season. Establishing a solid relationship with the CFO will help the CMO redefine the perception of marketing from a cost center to a strategic investment and profit center, serving both leaders with more efficient and aligned corporate growth. To effectively engage and build a strong relationship with the CFO, CMOs should use the following five strategies: -
Healthcare Spotlight: Accelerating International Market Growth With Product-To-Audience Transformations
Demand Revenue
To accelerate growth, B2B organizations must evolve from a product-centric to an audience-centric go-to-market approach
The SiriusDecisions Product Marketing and Management (PMM) Model provides a best-in-class framework to improve marketing, product, sales, and customer success alignment
Imprivata experienced dramatic international growth outside of North America with a regional focus and alignment of resources -
Healthcare Spotlight: Demand Marketing
Demand Revenue
B2B healthcare marketing and sales leaders are using proven best practices to drive demand generation and business growth
Strong cross-functional alignment between marketing and sales is foundational to accelerate productive demand generation, nurturing and revenue growth
Successful demand marketing processes and results contribute to more positive perceptions of marketing value -
Healthcare Spotlight: Gaining Cross-Functional Consensus on Marketing Investments
Demand Revenue
With limited resources, healthcare CMOs are under pressure to gain consensus with sales and product functions on where marketing should invest
To prioritize investment areas, organizations must consider their internal capabilities to succeed as well as external market opportunities
By using the SiriusDecisions Relative Targeting Framework, Change Healthcare achieved cross-functional consensus on strategic business priorities for marketing investment -
Healthcare Spotlight: Healthcare Pricing and Packaging — Moving to Value-Based Subscription Pricing
Demand Revenue
Healthcare organizations realize higher revenue and profit when their pricing and packaging reflect value offered to their buyers
Most organizations lack a consistent, repeatable process to develop value-based pricing and packaging
The SiriusDecisions Pricing and Packaging Blueprint is a four-phase process for developing pricing and packaging that supports organizational growth and profitability goals -
Healthcare Spotlight: Improving Customer Experiences with Journey Mapping
Demand Revenue
As B2B healthcare organizations move to value-based care and recurring-revenue models, more focus is being placed on post-sale customer experiences
Driving customer journey improvements cross-functionally requires an understanding of customer persona needs and a process for mapping customer touchpoints by lifecycle phase
The SiriusDecisions Customer Experience Design Framework provides a structure and process for organizations to improve customer journeys -
Healthcare Spotlight: Integrated B2B Campaigns
Demand Revenue
Due to siloed behavior, process inefficiency and lack of consistent focus on buyer needs, B2B healthcare organizations waste significant funds on misaligned reputation, demand generation and sales enablement activities
An integrated campaign framework provides the construct for aligning marketing campaign activities with sales and product functions
Effective B2B campaigns drive revenue growth and improve buyer-centricity, sales productivity and the operational excellence of marketing…Due to siloed behavior, process inefficiency and lack of consistent focus on buyer needs, B2B healthcare organizations waste significant funds on misaligned reputation, demand generation and sales enablement activities
An integrated campaign framework provides the construct for aligning marketing campaign activities with sales and product functions
Effective B2B campaigns drive revenue growth and improve buyer-centricity, sales productivity and the operational excellence of marketing activities -
Healthcare Spotlight: Marketing Organizational Design
Demand Revenue
Data from SiriusDecisions’ 2018 Global CMO Study shows that 94 percent of B2B marketing leaders plan to change their marketing organization
Of that 94 percent, 33 percent plan to rebalance resources to optimize performance
Effective marketing organizational design requires robust processes, strong support and business-relevant KPIs -
Healthcare Spotlight: Product Marketing and Management: Moving from Product to Audience-Centricity
Demand Revenue
B2B organizations often over-rotate on existing buyers and market segments and miss the steps needed to understand new buyers and segments and improve growth and customer-centricity
The SiriusDecisions Product Marketing and Management (PMM) Model provides a best-in-class framework to improve marketing, sales and product alignment and commercial success
The SiriusDecisions PMM Model can be used as a diagnostic tool to identify crucial missing steps in the innovation, go-to-market and…B2B organizations often over-rotate on existing buyers and market segments and miss the steps needed to understand new buyers and segments and improve growth and customer-centricity
The SiriusDecisions Product Marketing and Management (PMM) Model provides a best-in-class framework to improve marketing, sales and product alignment and commercial success
The SiriusDecisions PMM Model can be used as a diagnostic tool to identify crucial missing steps in the innovation, go-to-market and product launch processes to achieve new product financial goals -
Healthcare Spotlight: Top 10 Priorities for Accelerating Sales With Improved Content
Demand Revenue
B2B healthcare organizations waste significant funds on content creation and management, letting up to 70 percent of content go unused
Many healthcare organizations have no idea how much is spent on content creation and management, how many sources exist or which content is used
Successful marketing leaders are creating and deploying content centers of excellence to improve content effectiveness, lower costs, drive operational efficiencies and enable sales -
Healthcare Spotlight: Using Account-Based Marketing to Drive Results From Strategic Opportunities
Demand Revenue
As B2B healthcare organizations target complex provider, payer and pharma entities, more focus is being placed on account-based marketing (ABM) models
ABM fosters improved alignment between sales and marketing and improves marketing contributions to business retention and growth goals
The SiriusDecisions Account-Based Marketing Framework provides a structure and process for organizations to create and deploy effective ABM programs -
How Should CMOs Transform Marketing in Product-Led Organizations?
Demand Revenue
CMOs can build strong cross-functional relationships by understanding what drives product peers, the language they speak and how to align to mutual goals
Solicit a common understanding of buyers and customers, their critical needs, and how to turn superior customer experiences into strong corporate growth
Translate transformational initiatives with metrics that demonstrate efficient and mutual progress toward meeting key corporate goals -
Seven Actions for CMO/CSO Growth Alignment
Demand Revenue
Savvy CMOs know that the chief sales officer (CSO) is a critical organizational ally. CEOs lean heavily on their CSOs to drive revenue growth – the lifeblood supporting corporate infrastructure and ultimately the CEO’s tenure. Accordingly, CSOs often have broad influence over functional operations and budgets. Historically, CSOs and even CEOs have sometimes viewed marketing as a cost center, with discretionary budget dollars available to cut as financial performance and priorities change, or…
Savvy CMOs know that the chief sales officer (CSO) is a critical organizational ally. CEOs lean heavily on their CSOs to drive revenue growth – the lifeblood supporting corporate infrastructure and ultimately the CEO’s tenure. Accordingly, CSOs often have broad influence over functional operations and budgets. Historically, CSOs and even CEOs have sometimes viewed marketing as a cost center, with discretionary budget dollars available to cut as financial performance and priorities change, or when the CSO would like to fund more sales reps.
CMOs and CSOs need to engage each other continually as real business partners. A strong relationship helps the CSO with sales productivity and deal success, and benefits the CMO by redefining marketing from a cost center to a strategic growth center. This serves both leaders with more efficient and aligned corporate growth. Here are seven key areas in which CMOs and CSOs should engage effectively to drive profitable growth: -
The Top Five Ways CMOs Can Transform Marketing in Finance-Led Organizations
Demand Revenue
To enhance alignment in finance-led organizations, marketing must become more revenue- and profitability-focused, operationally efficient and customer experience-centric
Marketers must understand what drives the CFO, the business language finance speaks, and key metrics and KPIs that demonstrate the impact marketing contributes to strategic goals
Transform marketing by changing dated perceptions and practices, adopt general business language, co-create a marketing dashboard and…To enhance alignment in finance-led organizations, marketing must become more revenue- and profitability-focused, operationally efficient and customer experience-centric
Marketers must understand what drives the CFO, the business language finance speaks, and key metrics and KPIs that demonstrate the impact marketing contributes to strategic goals
Transform marketing by changing dated perceptions and practices, adopt general business language, co-create a marketing dashboard and collaborate with CFOs -
Three Ways Technology and Marketing Can Improve Lives: Brand Implications for CMOs
Demand Revenue
Modern technology significantly improves people’s lives – and often saves them
Nonprofit organizations need help with marketing and positioning to better understand and serve their personas
CMOs must re-think how they envision and connect their brand identities with social responsibilities -
Top 10 Tips for CMOs to Leverage Millennials
Demand Revenue
Now that I have your attention, let me explain what I mean by leveraging millennials.
Our recently published CMO NextPoint piece titled “Millennials Will Dominate the Global Workforce in Five Years” discussed the rise of Millennials in the workplace. You know, the 19- to 35-year-olds who can be both frustrating and amazing – much like my 19-year-old and 22-year-old daughters. The most disruptive generation since the Baby Boomers must be accurately understood and led differently than…Now that I have your attention, let me explain what I mean by leveraging millennials.
Our recently published CMO NextPoint piece titled “Millennials Will Dominate the Global Workforce in Five Years” discussed the rise of Millennials in the workplace. You know, the 19- to 35-year-olds who can be both frustrating and amazing – much like my 19-year-old and 22-year-old daughters. The most disruptive generation since the Baby Boomers must be accurately understood and led differently than previous generations.
Top 10 TipsIn recent CMO roundtables, some older executives have expressed frustration with Millennials who seemed to avoid tasks not seen as valuable, resulting in frustrated responses like “just do it!” Other executives have embraced and understood the younger generation’s differences, resulting in a highly valued two-way relationship.
What should CMOs do to tap awesome potential of Millennials? Here are 10 keys for successfully mentoring employees in your marketing organization and modifying your brand to appeal to future Millennial decisionmakers for your products and services: -
Top Five Ways for CMOs to Transform Marketing in Sales-Led Organizations
Demand Revenue
To enhance alignment in sales-led organizations and assist in retention and growth, marketing must become more account and revenue focused, operationally efficient and customer-experience-centric
CMOs must understand what drives salespeople, as well as the language they speak, their territory go-to-market model, prioritized segments and targeted personas
Transform marketing with strong demand and marketing operations centers of excellence aligned to sales operations, robust lead…To enhance alignment in sales-led organizations and assist in retention and growth, marketing must become more account and revenue focused, operationally efficient and customer-experience-centric
CMOs must understand what drives salespeople, as well as the language they speak, their territory go-to-market model, prioritized segments and targeted personas
Transform marketing with strong demand and marketing operations centers of excellence aligned to sales operations, robust lead qualification, service-level agreements and needs-based campaigns -
Top Five Ways to Enhance CMO/CHRO Alignment
Demand Revenue
Effective collaboration between the CMO and chief human resources officer (CHRO) is critical to acquiring, engaging, developing and retaining talent across an organization
Enabled and engaged employees bolster corporate brands and accelerate revenue, productivity and profitability
Strong alignment and ongoing collaboration between the CMO and CHRO can model successful leadership for the entire company -
Top Seven Ways to Enhance CMO/CIO Alignment
Demand Revenue
An organization’s CMO and CIO should work together to drive cross-functional alignment and productive technology deployments
Marketing and IT should pool their expertise to satisfy the expectations of today’s B2B buyers and customers
Shared goals supported by common metrics can boost the collective impact of marketing and IT -
Top Five Healthcare Marketing Planning Assumptions for 2019
SiriusDecisions
SiriusDecisions has identified five areas of opportunity that should drive the priorities of healthcare marketing leaders in 2019
Strong cross-functional alignment is the foundation of accelerated growth and improved sales, marketing and product productivity
Health IT, device, biotech, diagnostics and payer organizations should work across silos to improve customer focus, fix redundancies and manage content effectively -
Panel: Creating and Commercializing Disruptive Technologies Assisting Seniors
Tech Sandbox Event - Life Sciences Special Interest Group
October 21: I've Fallen and Everybody Knows. The Market for Seniors
Creating and Commercializing Disruptive Technologies Assisting Seniors
There are new robust technologies and business models to keep seniors safer, healthier, and improve secure access to Protected Health Information (PHI). With the tsunami of baby boomers reaching maturity and the largest growth area of the population 80+, we need to keep our seniors living independently at home for as long as possible…October 21: I've Fallen and Everybody Knows. The Market for Seniors
Creating and Commercializing Disruptive Technologies Assisting Seniors
There are new robust technologies and business models to keep seniors safer, healthier, and improve secure access to Protected Health Information (PHI). With the tsunami of baby boomers reaching maturity and the largest growth area of the population 80+, we need to keep our seniors living independently at home for as long as possible.
Come hear CEOs of 3 innovative MetroWest companies describe their business models and value propositions, disrupting healthcare to improve peace of mind and the quality of life for seniors.
Alan Gonsenhauser moderates, with panelists:
Piali De, CEO of Senscio Systems will describe how their Ibis system uses sensors and Artificial Intelligence (AI) to helps users follow their daily home care plan and manage their chronic diseases interactively.
Yogendra Jain, Founder and CTO of Senticare will discuss Pillstation, their unique approach to medication adherence, driving complex medication regimen self-administration of prescriptions.
Michael Neece, CEO of FlowLogic will outline their unique approach to paper and EHR integration, avoiding costly and time consuming efforts of traditional systems implementations to address the three challenges of interoperability, security, and privacy of medical records.
Following our panel discussion, join us to hear – or even present – at our STARTUP STANDUP!, the 2-minute pitch opportunity to describe your company, technology and value proposition to attendees and solicit help feedback and help! Networking and light dinner begin 5:30. -
Workshop: "Marketing Strategies to Build Long Term Relationships"
Canton Patch
Today the world of marketing is confusing. What works, what doesn’t? Is your marketing producing bottom line results? Are you reaching your target audience? In this workshop, Alan Gonsenhauser discusses how marketing has morphed over the years and come back full circle. You’ll leave with new knowledge of how to use today’s powerful marketing tools to give your firm the strategic advantage it needs to succeed.
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Fax Technology Making Its Mark on Healthcare
HealthTech
When you think of fax, you probably don’t think of up-to-date high-tech or innovative advancements, but fax technology is being used in fresh ways, particularly in healthcare.
“Most importantly, fax software can convert paper-based documents into a more secure and efficient digital means of documentation,” explained Alan Gonsenhauser, senior vice president and chief marketing officer of Biscom, in an interview with TMC. “This is done by converting the data in fax documents with OCR and…When you think of fax, you probably don’t think of up-to-date high-tech or innovative advancements, but fax technology is being used in fresh ways, particularly in healthcare.
“Most importantly, fax software can convert paper-based documents into a more secure and efficient digital means of documentation,” explained Alan Gonsenhauser, senior vice president and chief marketing officer of Biscom, in an interview with TMC. “This is done by converting the data in fax documents with OCR and barcode technology into metadata and uploading the data into Electronic Medical Record (EMR), ePrescription and Practice Management systems. -
Biscom: FoIP
Telecom Reseller
Article discusses new innovations in Fax over IP technologies.
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On Path to Electronic Health Information Exchange — Through an Unexpected Method Written by Alan Gonsenhauser, Senior Vice President and Chief Marketing Officer, Biscom |
Beckers Hospital CIO
How to keep patient records (PHI) safe in the age of HIPAA. Little known Facts about Fax tied to EMR.
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Getting the Fax Straight
Healthcare IT News
In the healthcare realm, fax has also flaunted its feisty figure amidst a burgeoning epoch of innovative health information technology. According to the annual National Physicians Survey released in June this year, fax still remains the predominant form of communication for 63 percent of healthcare providers, and some experts say it will continue to feed into the future.
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Biscom Inc. Halts Business Interruptions with Hybrid Platform
TMCNET
Biscom's hybrid fax platform, a combination of Biscom's FAXCOM server and FAXCOM Anywhere hosted cloud-based systems, offers a business continuity solution that gives users the dual benefit of cloud technology with the performance of a dedicated on-site server, overcoming the limitations of traditional methods, said officials.
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Getting the Most out of Your Secure File Transfer System
For the Record
Collaboration among hospitals and health networks, health plans, research institutions, and government agencies, as well as intradepartmental collaboration, is a mission-critical necessity. But the high-tech environment that’s been created to facilitate this collaboration and data exchange is often filled with security challenges. How can healthcare institutions ensure physician and patient data are kept secure? How can these organizations ensure efficient, timely, and safe collaboration with…
Collaboration among hospitals and health networks, health plans, research institutions, and government agencies, as well as intradepartmental collaboration, is a mission-critical necessity. But the high-tech environment that’s been created to facilitate this collaboration and data exchange is often filled with security challenges. How can healthcare institutions ensure physician and patient data are kept secure? How can these organizations ensure efficient, timely, and safe collaboration with outside institutions?
Healthcare today depends on sharing protected health information (PHI) to drive clinical efficiencies and provide better patient care. Secure collaboration and intradepartmental PHI sharing extends from hospitals to practices, specialists, payers, pharmacies, labs, research institutions, and government.
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PHI data sharing and secure collaboration made easy
Health Management Technology
Today's technology facilitates secure compliance and fast user adoption.
It's no secret that collaboration and sharing of protected health information (PHI) is a daily, mission-critical activity. Today's healthcare landscape depends on sharing PHI to drive clinical efficiency and provide better patient care. Secure collaboration and intra-departmental PHI sharing extends from hospitals to practices, specialists, payers, pharmacies, labs, research institutions and government. -
Cloud VoIP Faxing Lives on in Healthcare
eWeek
In the age of electronic health records and remote-monitoring apps, faxing is still alive, especially in health care. But you'll find the old-school technology being used in the cloud by companies such as Barnes Healthcare Services, a medical equipment company based in Valdosta, Ga. - See more at: http://www.eweek.com/c/a/Health-Care-IT/Cloud-VOIP-Faxing-Lives-On-in-Health-Care-With-Faxcom-Anywhere-338245/#sthash.K1DOCCdu.dpuf
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Healthcare IT Panel
WPI Venture Forum
Technologies to keep seniors safe such as medication adherence technology and firms.
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Competing For Keeps in the New Economy
Salience, Energy Central
Outsourced Sales Channel Strategies for Speed to Market. How to set up the marketing plan, CRM strategy, and outsource a field salesforce in as little as 45 days.
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Outsourcing In Uncertain Times
Outsourcing Center
“Outsourcing makes companies more nimble when the business landscape shifts,” says Alan Gonsenhauser, vice president and chief marketing office of Salience, an Andover, Massachusetts sales force outsourcing vendor. “We can provide a much speedier entrance or exit.” Salience guarantees it can assemble a dedicated outsourced sales force in 45 days to take advantage of sudden windows of opportunity.
- See more at:…“Outsourcing makes companies more nimble when the business landscape shifts,” says Alan Gonsenhauser, vice president and chief marketing office of Salience, an Andover, Massachusetts sales force outsourcing vendor. “We can provide a much speedier entrance or exit.” Salience guarantees it can assemble a dedicated outsourced sales force in 45 days to take advantage of sudden windows of opportunity.
- See more at: http://outsourcing-center.com/2001-03-outsourcing-in-uncertain-times-article-38831.html#sthash.OGg8IiNu.dpuf
Projects
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Interim CMO at Brightly Software, a Siemens Company
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Brightly Software, a Siemens Company (acquired Brightly for $1.9B), $200M Global SaaS Software Smart Asset Management and Sustainability firm, $3B Siemens Infrastructure
Chief Marketing Officer (Interim CMO / Fractional CMO) Joined Executive Leadership Team (ELT) reporting to CEO. Brought in by CEO to lead marketing, drive stability and alignment within the 25+ person global marketing teams, and leverage my network to acquire new vendors and staff. -
FinThrive Interim Chief Marketing Officer and CMO Executive Advisor
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FinThrive Maintained Velocity with an Interim CMO and Executive Coach
Finding and onboarding a new Chief Marketing Officer (CMO) is hard. During the search, an organization’s marketing efforts are left in limbo. Hiring an interim CMO can help organizations bridge the gap and make the transition smoother. FinThrive, a Clearlake Capital portfolio company that offers revenue management solutions to healthcare organizations, brought in an interim CMO, but they did something unexpected. They…FinThrive Maintained Velocity with an Interim CMO and Executive Coach
Finding and onboarding a new Chief Marketing Officer (CMO) is hard. During the search, an organization’s marketing efforts are left in limbo. Hiring an interim CMO can help organizations bridge the gap and make the transition smoother. FinThrive, a Clearlake Capital portfolio company that offers revenue management solutions to healthcare organizations, brought in an interim CMO, but they did something unexpected. They kept their interim CMO as an executive coach after they found their permanent CMO. The company and the executives involved could not be happier.
To find out more about this unique approach, HITMC sat down with Cheryl Alden – Chief Marketing Officer at FinThrive, Rick Pleczko – Vice Chairman at FinThrive, and Alan Gonsenhauser – CEO and Founder at DemandRevenue.Other creators -
Precisely CMO Executive Advisor, Mentor, and Coach
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Precisely Chief Marketing Officer (CMO), Kevin Ruane, realized significant benefits with DemandRevenue that included optimizing the company’s demand creation engine and simplifying its GTM strategy, which helped to meet growth objectives and enhance the value of the Marketing organization. Ruane believes that leaders who lack experienced, external advisors are doing themselves and their organizations a disservice, given that Marketing Coaches & CMO Advisors can provide valuable thinking and…
Precisely Chief Marketing Officer (CMO), Kevin Ruane, realized significant benefits with DemandRevenue that included optimizing the company’s demand creation engine and simplifying its GTM strategy, which helped to meet growth objectives and enhance the value of the Marketing organization. Ruane believes that leaders who lack experienced, external advisors are doing themselves and their organizations a disservice, given that Marketing Coaches & CMO Advisors can provide valuable thinking and approaches to solving key business challenges to drive tangible results.
Languages
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English
Native or bilingual proficiency
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Swedish
Professional working proficiency
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French
Limited working proficiency
Organizations
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Private Directors Association
Member
- PresentGood Governance Begins With a Solid Foundation Who We Are: Our sole focus is on the unique governance needs of private companies throughout the lifecycle of their businesses. Good governance drives private company growth which in turn helps build strong communities and economies. The Private Directors Association, established in 2014, is an independent 501(c)(6) organization based in Chicago. It stands as the sole national association devoted to enhancing the growth and sustainability of…
Good Governance Begins With a Solid Foundation Who We Are: Our sole focus is on the unique governance needs of private companies throughout the lifecycle of their businesses. Good governance drives private company growth which in turn helps build strong communities and economies. The Private Directors Association, established in 2014, is an independent 501(c)(6) organization based in Chicago. It stands as the sole national association devoted to enhancing the growth and sustainability of private companies through effective board governance. PDA's mission is to drive private company success through the creation and optimization of governance boards, comprised of qualified and diverse members. Our vision is for the Private Directors Association to become the leading professional association for private company directors, advocating and championing board excellence. With a membership exceeding 3,400+, the association represents a diverse and highly skilled community of executive leaders, encompassing current and prospective board members, private company owners, C-level executives of family-owned businesses, ESOPs, private equity-backed companies, and early-stage ventures.
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Virtual Advisory Board
Member
- PresentThe Virtual Advisory Board (VAB) is a virtual and global platform, conceived by Mark Hamill, an executive headhunter for over 25 years and a YPO member for 13+ years, who came up with the idea for creating VAB at the start of the covid-19 pandemic. In that time, global business executives were approaching him looking for board opportunities. At the same time, heads of SMBs and blue chip companies from Mark's network were sending him search requests for board advisors, even if this meant hiring…
The Virtual Advisory Board (VAB) is a virtual and global platform, conceived by Mark Hamill, an executive headhunter for over 25 years and a YPO member for 13+ years, who came up with the idea for creating VAB at the start of the covid-19 pandemic. In that time, global business executives were approaching him looking for board opportunities. At the same time, heads of SMBs and blue chip companies from Mark's network were sending him search requests for board advisors, even if this meant hiring virtual advisory talent from all over the globe. Mark was soon joined by David Fernandez, an e-commerce entrepreneur, who became VAB co-founder and CEO and helped Mark bring the virtual advisory concept to life.
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CMO Coffee Talk
Member
- PresentCoffee. Connection. Community. Every friday at 8AM ET and 8AM PT. Our meetings are an open space for CMOs to come together and discuss timely, crowd-sourced topics. What to expect from our weekly sessions: Crowd-sourced topics with weekly attendee polls Topic experts to join and share on their areas of expertise Open space to ask questions, share examples, and talk to each other Ability to meet new peers and grow your network
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CMO Huddles
Member
- PresentCMO Huddles is an inspired community of B2B marketing leaders that delivers confidence, connections, and coverage (PR).
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Marketing Executive Networking Group
CMO
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It's always great to see our members come together to share #experiences and #learn about the #boardroom space and board #governance issues. We…
It's always great to see our members come together to share #experiences and #learn about the #boardroom space and board #governance issues. We…
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How do you effectively communicate product value to target audiences? Over my career, I’ve collected lots of methods for identifying and…
How do you effectively communicate product value to target audiences? Over my career, I’ve collected lots of methods for identifying and…
Shared by Alan Gonsenhauser
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Personally, I'm late to the TikTok game, but as a CMO the power of snackable video is undeniable. Looking forward to next week's session and…
Personally, I'm late to the TikTok game, but as a CMO the power of snackable video is undeniable. Looking forward to next week's session and…
Liked by Alan Gonsenhauser
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Pretium Packaging, L.L.C. a full-service designer and producer of sustainable packaging solutions for specialized applications, today announced that…
Pretium Packaging, L.L.C. a full-service designer and producer of sustainable packaging solutions for specialized applications, today announced that…
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I'm thrilled to share that I've stepped into a new position leading Marketing Strategy and as Chief of Staff to the CMO at LiveRamp. My passion and…
I'm thrilled to share that I've stepped into a new position leading Marketing Strategy and as Chief of Staff to the CMO at LiveRamp. My passion and…
Liked by Alan Gonsenhauser
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Check out my latest blog post: Humans are the Stewards of a Brand’s Soul: 5 Tips to Stay Authentic while using AI in Marketing #AI is the most…
Check out my latest blog post: Humans are the Stewards of a Brand’s Soul: 5 Tips to Stay Authentic while using AI in Marketing #AI is the most…
Liked by Alan Gonsenhauser
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#VAB co-founders David and Mark, together with the #VABteam, would like to #welcome Monika Wiederhold to the #VABcommunity. She joins us from…
#VAB co-founders David and Mark, together with the #VABteam, would like to #welcome Monika Wiederhold to the #VABcommunity. She joins us from…
Liked by Alan Gonsenhauser
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