The Aventi Group Blog

• Go-to-Marketing Planning
• Channel Strategy
• Content Development & Sales Enablement

“Sridhar and the Aventi Group have been instrumental in my team’s success on critical projects over the last ten years. Sridhar’s command of marketing has helped to accelerate my product, competitive, and content marketing initiatives. His team of consultants consistently deliver improved results, including increased marketing ROI, more effective sales strategies, and more collaborative cross functional teams. Sridhar’s patience and experience give executives the confidence and agility to act deliberately and with purpose. I highly recommend Aventi Group and would be happy to discuss in more detail with anybody considering engaging their team.”

— Mark Alba, VP of Marketing, Malwarebytes.

Jeff Thompson
Managing Director and Co-Founder

Jeff has more than 24 years of experience in product marketing, marketing strategy, marketing operations and strategic business development. Prior to consulting, Jeff held senior marketing and business development roles at both large and small firms including Sprint, Oracle, and NorthPoint Communications. He also has an extensive background at IBM in marketing and sales roles of increasing responsibility.

Jeff has successfully launched multiple SMB and enterprise product and service offerings and has led large channel and partner organizations. HIs consulting career began in 2004, and he has led BusinessLaunch Consulting Services and now Aventi Group for the past eight years in delivering product marketing strategy and leadership to clients in the high tech industry. Jeff is also a former President of the Northern California Chapter of the Institute of Management Consultants (IMC), the largest national professional organization for management consultants. Jeff holds a BS in physics from the University of California, Davis, and an MBA from The Anderson School at UCLA.

Sridhar Ramanathan
Managing Director and Co-Founder

Sridhar Ramanathan has more than twenty years of experience in technology companies, from startups to blue chip firms. As the Marketing executive for Hewlett-Packard’s Managed Services business, he was responsible for marketing worldwide and managing the portfolio of HP services’ $1.1B unit. He also held profit & loss responsibility for electronic messaging outsourcing and e-service business units.

Thanks to Sridhar’s efforts, HP became the #1 ERP Outsourcer and experienced growth in the data warehouse market, now well over a $1B revenue stream. Sridhar has played interim executive roles for a number of technology firms, leading their sales and marketing functions in the high growth phase. Sridhar holds an MBA from the Wharton School of Business and a BS in Engineering Physics from U.C. Berkeley. He is active in non-profit work as Vice Chairman Emeritus of the Board of Child Advocates of Silicon Valley, an organization that provides stability and hope to abused and neglected children.

Michaela Gubbels

Michaela has more than 25 years experience in product marketing, product strategy, and product management. Prior to Aventi Group, Michaela held senior product marketing and product management roles at SAP, Apple, Sage, HP, Sun Microsystems and other high tech companies.  Michaela specializes in blending customer needs, technological innovation and market data to position, advance and evolve software solutions. Focused on results, Michaela is a skillful strategist who is able to transform vision into business outcomes for firms selling to small business and enterprise markets. Michaela started in high technology in interaction design with IBM after receiving a Master’s in Cognitive Psychology from New Mexico State University.

Sasha Jorgensen

Sasha has over 20 years of experience working for technology organizations in strategic roles across development, sales engineering and product marketing. As the Vice President of Product Marketing and Inbound Marketing at Spirion, a data security company, she was instrumental in driving campaigns which contributed to 75% of the sales pipeline. Prior to Spirion, Sasha led product marketing at WhiteHat Security, where she built the product marketing team from the ground up, managing the entire portfolio of SAST and DAST products.

By providing targeted messaging and content strategy at a Social Intelligence startup, Sasha contributed to the increase of VP+ leads by 300%. At IBM, she was the competitive intelligence lead for the entire Rational brand helping sales beat competition. Sasha’s efforts in pre-sales and post-sales consulting, have helped close large national and international opportunities. Sasha has taught software classes at BAE Systems and IBM Rational University and her writing has been published in various magazines including MediaPost. As an independent author and speaker, she has been interviewed on national radio stations including NPR.

• Benchmarked BambooHR selling model, competencies, tools, training, and more to identify areas for improvement
• Delivered live training to both sales leadership and sales reps for the launch of a major new product offering
• Developed a Sales Playbook to improve sales rep effectiveness in qualifying, developing and closing deals

“As we grow rapidly, we saw the need for greater rigor in scaling our selling process, systems, seller competencies, approach and more. Aventi Group’s executive came in with a methodology to benchmark our selling model, and recommended specific areas for increased focus. We also tapped Aventi to support extensive sales enablement and prep for a strategic launch of our BambooHR product line. The Aventi leader ran through several role playing sessions, delivered the live sales rep and sales management trainings, and built a sales playbook that was foundational going forward. We see our engagement with Aventi as one of the key contributing factors to our success in 2018 thus far.”

– Jeff Adams, Chief Revenue Officer, BambooHRs

Ray Solnik

Ray has run early stage and mid-sized private companies as well as a division of a public Fortune 100 company. Ray was President and COO of Appnomic Systems, a venture-backed firm in the IT Operations Analytics (ITOA) market. He was President and COO of OpSource, a cloud computing Infrastructure as a Service (IaaS) company acquired by Dimension Data. At OpSource, he grew revenues 200%, tripled customer count, and doubled margins during his tenure. Ray was Chief Development Officer of New Edge Networks (acquired by EarthLink) where he devised and led the Retail Broadband Alliance partnering with companies like American Express to put secure payments online.

He was President of AT&T’s consumer Internet company, AT&T WorldNet, where he had full P&L responsibility and transformed that business through marketing, product, and sales initiatives like a call center “service as sales” program. Ray also held business development executive positions at NorthPoint Communications and SBC Internet Services, now parts of AT&T.

Ray has a bachelor’s degree in economics from the University of Michigan, Ann Arbor, and an MBA from the Stanford Graduate School of Business.

Eric Rasmussen

Eric is an entrepreneurial B2B tech marketing professional focused on strategies and tactics that drive revenue and market share. His go-to-market expertise includes: customer targeting and sizing, messaging, campaigns and demand creation, vertical and account-based marketing, content creation, and sales/partner programs and enablement.

While at Juniper Networks, Eric led the company’s global data center marketing initiatives to drive awareness, demand, and sales/partner enablement. Prior to this, Eric led the field marketing team for Juniper’s Telecom, Cable, & Cloud customer segment, developed their wireless segment and managed services marketing plan, and launched several new products. Before Juniper, Eric held marketing roles at several carriers including Qwest & Ameritech, TeleChoice (a niche consulting firm), and started his tech career as an Internet access product manager.

Eric has a BS from University of Colorado and MBA from Indiana University. He is well-versed in networking, security, and cloud technologies and loves the business quote: Strategy without execution is hallucination.

• Developed nearly two dozen assets including ebook, white papers, executive briefs, datasheets, and more to support the Unisys Security Solutions and Managed Workplace Solutions launches
• Provided interim campaign leadership to drive quality pipeline that is expected to convert to sales within one quarter
• Create the Message Brief for Unisys Security Solutions and Managed Workplace Solutions offerings
• Provided interim Senior Product Marketing leadership to drive the launch of Digital Workplace Solutions

“We engaged Aventi Group to lend additional fire power to our product marketing and campaign initiatives for both Unisys Security Solutions and the Digital Workplace Solutions. These are strategically important solutions that required very rigorous messaging work followed by the development of nearly two dozen customer assets to support the buyer’s journey. I’m very pleased with the Aventi marketing leaders and content writers who worked collaboratively with our teams. They demonstrated world-class product marketing expertise in addition to bringing domain knowledge in both cyber security and digital workplace. I highly recommend Aventi Group to any marketing executive looking to fuel their GTM initiatives.”

– Mark Alba, Vice President Product Marketing, Unisys

“Sasha, an Aventi Group executive Product Marketer, led an important campaign for our flagship product line. She created a sense of urgency in getting things moving faster and producing results. Sasha not only served as campaign leader but rolled up her sleeves up to create or edit content, ensure list quality, devise nurture flows, analyzed metrics for process improvement, and worked collaboratively with our experienced teams.”

– Jason Paez
Senior Director, Integrated Marketing, A10 Networks

• Produced a formal go-to-market plan while building a cross-functional global product launch team to execute it
• Provided the processes, tools and methods for the Norton Zone launch, one of the best and most complete launches to date, according to the company’s executive team.

“The Aventi exec jumped right into the fray as the lead product marketer and began helping to drive everything from our overall strategy to communications to marketing execution. He has been a valuable member of our team, and I would highly recommend Aventi.”

– Steve Cullen
Former VP Marketing, Symantec

See Case Study

“Aventi is a trusted partner in my moonshot programs. If I’m the CEO of my initiative, then the Aventi lead is the COO delivering on KPIs.”

– Tina Tang
Senior Director Product Marketing, SAP HANA

(acquired by Google)

• Established process for qualifying, developing, and closing prospective partners
• Contacted dozens of target companies including system integrators and managed services providers
• Closed contracts and advanced discussions with world class firms in less than 90 days

“Postini has enjoyed tremendous sales growth the last five years. We brought an Aventi partner in as interim VP of Channel Development to jumpstart our indirect sales efforts. He established a rigorous process from contact to contract phases. He proactively contacted dozens of target companies including system integrators and managed services providers. Aventi Group exceeded my expectation by closing several contracts and advancing discussions with world class firms in less than 90 days.”

– Don Beck
EVP Worldwide Sales, Postini

• Formalized Proteus Network’s Juniper partner program and enhanced messaging
• Mapped a strategy to attract new business partners by creating recruitment tools and contacting prospective partners
• Developed net new customers to expand channel and jump start fledgling partnerships

“We engaged Aventi Group to formalize our Juniper partner program, enhance our messaging, and drive revenue growth through our channel. Aventi greatly exceeded my expectations by quickly mapping a strategy to attract new business partners by creating recruitment tools and contacting prospective partners. Using their extensive Rolodex, Aventi was able to bring net new customers to our expanding channel and help jump start these fledgling partnerships.”

– Joe Soricelli
CEO, Proteus Networks

• Delivered a campaign plan to drive sales of the Recommind eDiscovery and compliance solutions
• Provided advisory on marketing and sales operations metrics, systems, and reporting

• Aventi Group led a strategic planning process with the CEO and the executive team.
• We delivered a comprehensive market assessment, and recommendations for a new growth opportunity.

“Aventi Group led the most successful corporate strategy review and process that I’ve ever been a part of.”

– Bob Walters
President and CEO, Untangle

• Designed a multi-touch marketing campaign that raised the NSFOCUS brand profile and generated a pipeline of marketing-qualified leads.
• Developed and delivered a video survey that gleaned information on distributed denial of service (DDOS) concerns, solution needs, budget and timing.
• Delivered hands-on advisory to NSFOCUS marketing team by showing them how best to implement their marketing campaign automation system, and coaching the sales team on how to improve sales effectiveness.

“The team at Aventi helped us build and implement a world-class lead nurturing program. Beyond that, their expertise and experience helped ensure that the program resonated with our specific target prospects to achieve the best results possible.”

Dave Martin
Director of Product Marketing, NSFOCUS

• Conducted a market assessment for a new business opportunity for Avnet Americas Global Computing Components business unit
• Delivered recommendations on how best to segment and attract business partners
• Provided partner introductions to jumpstart this new line card extension

“I contacted Sridhar of Aventi Group LLC when I wanted a very objective assessment of a potentially substantial growth opportunity for Avnet Americas Global Components business. Aventi came through with not only credible research but also insightful recommendations and even partner introductions that will help us jumpstart our foray into this new line of business. I highly recommend Aventi for any channel executive needing support for go-to-market initiatives.”

— Joseph Cousins
Vice President, Avnet Americas Global Computing Components

• Delivered sales training to improve conversion rates from qualification, pursuit, and close phases of deals.
• Served as interim VP of Sales running all aspects of sales organization including performance management, deal reviews, pipeline quality and reporting, quota/compensation planning, coaching, training, and sales process.
• Exceeded quota targets by doubling quarterly run-rate.
• Assessed sales staff, process, tools, and overall sales methodology to identify gaps and implement remedies.
• Mentored CEO who was new to executive sales leadership.

“I wanted to thank you and your team for the Services provided to cPrime. Since the work we’ve done together, we were able to break through our quarterly sales plateau and now we are seeing a hockey stick type of growth. The work Aventi did was the foundation for my team; the coaching their executive gave me helped me understand the gaps with the sales organization and individuals, and helped me put the right processes in place, along with the training/support/reporting needed to successfully scale and manage our sales team.”

— Zubin Irani
Chief Executive Officer

• Developed thought leadership strategy and go-to-market plan for Adobe Digital Publishing Solutions
• Conducted market research of global publishing companies to understand tablet publishing market growth
• Created dashboard and metrics to measure performance of thought leadership programs

• Developed the go-to-market plan and core messaging for Absolute’s Application Persistence, a technology that is embedded in the firmware of over a billion popular endpoint devices, to deliver always-connected visibility and control with an efficient tether to every device, on and off the network

• Delivered a channel sales playbook enabling key partners to sell more Secure SD-WAN solutions into mid-market and enterprise accounts

• Led the strategic planning process for the president and her executive team for a new, breakthrough offering.
• Delivered a comprehensive business plan that informed the operational plan

“I was very pleased to work with the Aventi Group on our strategic planning process. The process was well-organized and thoughtful resulting in the delivery of a thorough plan. Sridhar was adept at coordinating a large team of people and culling the volumes of information down into manageable strategies.”

Patricia Mooradian
President, The Henry Ford

“Sridhar and I have worked together at two different companies over multiple projects. He is extraordinarily professional, very talented at the discipline of product marketing, and is able to dramatically accelerate execution with a calm and steady hand. He has a strong team behind him who share his values, and take tremendous pride in their work. I would strongly recommend him if you have a need for product marketing support.”

– Chandra Rangan
VP Product Marketing, HP Enterprise Security

“Aventi helped on everything from new messaging, sales enablement, product launches, and asset development. Our sales team commented on the significant improvement to our materials and we were setup well for our next major product launch. I would highly recommend this team.”

– Sue Barsamian
EVP and Chief Sales Officer, Micro Focus

• Delivered a sales playbook for sales reps to increase their win ratio in selling collaboration solutions to mid-market companies

• Delivered a set of white papers, solution briefs, and other assets to support Okta’s multi-factor authentication solutions launch

• Delivered a comprehensive go-to-market strategy and kick-started execution
• Increased revenue through interim sales and marketing executive leadership
• Established marketing and sales management functions

“I have worked with Sridhar for four months and have found him to be very well versed in all aspects of sales and marketing. He ramps up quickly and has great insight in identifying opportunities and challenges while providing potential solutions. He is both professional and politically agile in navigating sensitive topics with people that have potentially conflicting agendas.”

– Marc Bromberg
VP Sales, Smartware Group

• Delivered a set of competitive battle cards that the sales team now uses to improve their win ratio and drive more sales of the Whitehat application security product line