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We provide information and networking opportunities designed to help marketing professionals turn
customers into sales people. We deliver these through live events, our newsletter Reference Point,
teleconferences and other media.
Executive Director
Bill Lee, President, Lee Communications
Advisory Board
Tami Andrews, Customer Excellence Marketing Manager, NetIQ
Janice Burg-Levi, Global Strategic Marketing, Vice President, Unisys
Denise Cochrell, Manager, Customer Evidence Infrastructure, Microsoft
Andrea Davidowitz, Customer Marketing Programs Manager, Citrix Systems
Coleen Kaiser, Vice President, Customer Value and Reference Services, SAP AG
Kathryn Perkins, Senior Manager, Customer Loyalty Programs, SumTotal Systems
Lara Shackelford, Director, Customer References, Global Customer Programs, Oracle
Adam Trunkey, Senior Manager, Network Appliance
Bill Lee, Executive Director
Bill is President of Lee Communications and has long experience working with Customer Reference programs with clients such as Lucent Technologies, Network
Appliances, Hewlett Packard and other firms. Bill has written for a number of publications, including The Wall Street Journal, Executive Excellence
and Organizational Dynamics and is the author of Mavericks in the Workplace, published by Oxford University Press.
Advisory Board
Tami Andrews, Customer Excellence Marketing Manager, NetIQ
Tami is one of the industry’s most experienced customer reference professionals. She worked at Compaq/HP for over eight years where she developed and built
the CR program at Compaq's Industry Standard Server Group (ISSG). She also helped integrate Compaq's customer reference program with HP’s following the
merger of the two firms in 2001. In December 2003, Tami moved to NetIQ where she developed and launched a centralized customer reference program for NetIQ's
North America division in less than six months. The program has gone from "0" to over 100 referenceable customers and helped close over $20M worth of Systems
& Security business in 2004.
Janice Burg-Levi, Global Strategic Marketing, Vice President, Unisys
When Janice took over the Unisys client reference program in 2004, it listed 80 clients - and
many of these didn't meet the true definition of "reference."
In their first year, her team developed clear criteria for referencability,
built the number of referencable clients to more than 300 (and counting),
developed a searchable Siebel-integrated desktop database and repository that allows
any Unisys sales employee in the world to locate an appropriate
reference quickly, and expanded the program from a focus on client references to
responsibility for the overall "client experience." Janice's team has also developed the Pinnacle program for
customer "evangelists" that provides enhanced value-add for such customers along with
fuller integration of the reference program with Unisys Sales.
Denise Cochrell, Manager, Customer Evidence Infrastructure, Microsoft
Denise runs Microsoft's Global Evidence Management System, which produces
over 2500 case studies and 100+ videos per year while fulfilling thousands
of requests from the press, analysts and customer-to-customer sales calls.
Under her, Microsoft's CR program has expanded from a US-centric to a
successful worldwide program. Her role includes driving worldwide strategy
on content collaboration, publishing and utilization. Denise's team directs
worldwide editorial standards covering testimonials, publishing and
templates. She's been with Microsoft for seven years, and prior to that
worked for Boeing Corporation for five years.
Andrea Davidowitz, Customer Marketing Programs Manager, Citrix Systems
Andrea has managed customer references at Citrix Systems since 1999.
For many years, customer reference requests were managed in an ad hoc fashion, with no formal
program or processes. In 2003 -- thanks to the support of a new senior-level marketing executive -- Andrea
and her team launched a formal customer reference program, called the Citrix Voice of the Customer
(VOC) program. They now work closely with an outsourcing partner to identify and qualify new customer
references for the program, and have also developed a Web-based database for use companywide.
Since its inception, over 150 new customers have been added to the program, and hundreds of reference
requests have been fulfilled. Andrea’s team also launched the "Voice of the Customer Champion" program,
to incent Citrix salespeople for their active participation in the program. In addition to managing the
Citrix customer reference program, Andrea has also run a formal Citrix customer advisory council
program for six years. She was recently invited by the Citrix sales team to attend the company’s
President’s Club event, in recognition of her efforts.
Coleen Kaiser, Vice President, Customer Value and Reference Services, SAP AG
SAP is the third largest software company and the largest enterprise applications software company in the world. Coleen
oversees the Global Customer Reference Program as well as initiatives involving the documentation of customer value that
are crucial in selling SAP’s solutions. She is a pioneer in implementing the Net Promoters concept developed by Bain’s
Frederick Reichheld into SAP’s reference program. Before joining SAP, Coleen was an equity research analyst specializing
in pan-European software and IT service companies. Coleen was a Vice President at both Lehman Brothers and Merrill Lynch,
where she achieved the 2001 number one Institutional Investor ranking for European software research. The team also
achieved the number one ranking in the 2001 Extel European software category as well as two second rankings in the Reuters
survey for software and services and internet software. During her career, Coleen has worked on over 50 transactions for
software and e-commerce companies in the US and Europe. Coleen has a BSME (Bachelor of Science in Mechanical Engineering)
degree from the Massachusetts Institute of Technology.
Kathryn Perkins, Senior Manager, Customer Loyalty Program, SumTotal Systems
As a member of SumTotal System's Marketing and Alliances group, Kathryn is
responsible for generating and implementing customer marketing development
plans which result in key business expansion. Kathryn manages the customer
advisory board, global deployment of virtual and on-site customer activities
and the customer reference program. She is recognized as a top client
liaison for the company and an advocate for excellence in customer
satisfaction. Currently she is spearheading a cross-departmental project
focused on developing a customer intelligence system.
Lara Shackelford Director, Customer References, Global Customer Programs, Oracle
Lara brings eleven years of experience in software marketing. She's also developed strong multicultural
interpersonal skills built on two years based in London and many years working across APAC, LAD, and EMEA.
At Oracle, she heads up a staff of five senior marketing managers, representing all Applications products
and industries. Her team develops customer collateral including: ROI Studies, whitepapers, Customer Snapshots,
Videos, and press releases, and supports customers in presenting at Oracle sponsored events. Her team also
supports all sales reference request for North America; and drives customer showcases, customer forums, and
site visits to support deals. In addition, Lara works with management teams in sales organization to develop
reference plans that supports Oracle's national strategic plan. She also collaborates with public relations,
analyst relations, product marketing, development, industry marketing and events teams to set reference
priorities. And her team supports global corporate events and new product launches with customer speakers
and collateral. Lara and her team also develop relationships with C-level executives at key customers.
Adam Trunkey, Senior Manager, Network Appliance
Bio forthcoming.
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