joellen sorenson

Led client engagements for customer-focused message development, customer buy-cycle analysis, sales tool identification, and best practice deployment. Guided senior Marketing and Sales executives and teams at client companies as they transitioned from a product-driven approach to customer-focused, value-oriented solutions.

Directed strategic geographic expansion and product development projects in new and existing international markets with an emphasis on southeast Asia. Managed expansion of TIS, Inc. agency operations in Hong Kong and the success of joint venture partner, Kemper, in Singapore.

Initiatied and developed consultative sales relationships with senior financial executives in emerging, middle market, and Fortune 1000 organizations.

Responsible for developing and implementing Marketing strategies to enable company growth objectives including new company positioning, tagline, sales messaging and tools, and demand gen campaign. Also developed thought leadership content strategy to increase awareness and build pipeline in key markets.

Provided leadership and methodology to align Marketing and Sales efforts at B2B clients resulting in increased brand consistency, higher Marketing ROI, and improved Sales performance. Engaged senior Marketing and Sales executives to prioritize high value market opportunities and to identify and develop the sales messaging and enablement requirements to realize them.

Championed all aspects of the wide format, mid-volume product line including strategic planning, positioning, pricing and promotions. Enabled direct and channel sales organizations, exceeded product line forecast by 25%, and contributed 51% of global sales.

Directed robust go-to-market and product launch plans for a disruptive new SaaS sales enablement workflow application that represented a dramatic shift from a legacy platform. Plans and programs included market research and segmentation, content development, messaging, demand gen, digital marketing, field and partner enablement, and analyst relations. Established product identity, differentiation, positioning, SAVO thought leadership, and market point of view in solving critical customer business problems. Identified and created proactive market opportunities to expand solution portfolio and capitalize on revenue growth opportunities. Collaborated regularly with Product Management, Sales Operations, and Sales Leadership to examine sales execution and maximize product, portfolio, and field sales performance.

Responsible for productizing, implementing, and expanding SAVO's software services offerings designed to help customers maximize the return of their sales enablement technology investment. Developed and delivered best practices for aligning critical sales content to the moment of need in the customer buying cycle. Provided internal and customer-facing expertise on sales process, sales methodology, and marketing's role in field enablement.

Responsible for overseeing all marketing-related activities including marketing strategy and planning, program execution and measurement, brand management, and business development support. Focused on strengthening market presence and enabling profitable growth for the firm’s Investment Banking operations.

Activities and Societies: Dean's Service Award Co-Founder & President of Women's Business Association for The Managers Program