Interviewed decision makers in five separate market segments to understand points of pain and interest in proposed new product features. Read the full story

Developed an ROI model for Cisco’s core service offerings, prepopulated with real-world benchmarks and customizable to customers’ specific situations. Read the full story

Identified the core economic value proposition for revolutionary new Cisco product. Developed ROI models and other sales tools to articulate the economic value to the customer. Read the full story

A four-month engagement to kick-start AT&T Worldnet’s segmentation marketing efforts. Built a team from scratch, initiated and completed a major piece of segmentation research, and got several offers to market. Read the full story

Played key role in product and content definition and development, based on customer usability studies, for strategic new AT&T consumer Voice over IP product launch. Read the full story

Developed a web-based tool to automate the creation of sales quotes and contract documents, and provide a build-vs-buy "Total Cost of Ownership" analysis to aid the sales process. Read the full story

>Download Pricing/ROI Automation Tool overview presentation from the Document Library

Developed a proprietary online consumer market research panel. Managed all aspects of panel development, from translating business requirements into panel design, defining quota groups, selecting a vendor, identifying sample sources, and populating the panel. Read the full story

Developed sales tools to articulate the economic value of CNET Channel’s two main products. Included a detailed spreadsheet model, white paper, online calculator logic, and sales training. Read the full story

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Led the effort to develop messaging and positioning for this start-up enterprise software company focusing on its compelling business value proposition, and to drive the new messaging into its marketing materials. Read the full story

>Download Callan Consulting Messaging Development Methodology from the Document Library

Developed a comprehensive spreadsheet model and corresponding white paper to articulate the Return on Investment value proposition of IBM’s Digital Media line of products. Read the full story

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Spearheaded entirely new marketing strategy and activities for early-stage technology company, directly contributing to two of the company’s best sales quarters. Read the full story

Developed primary research & survey instruments, facilitated findings analysis, and ghost-wrote final deliverables for major IDC study focused on consumerization of IT trends. (PDF, 381K, 16 pages). Read the full story

On behalf of IDC, developed a spreadsheet model to help a major technology vendor articulate the cost of IT downtime and benefits of implementing the provider’s products and services. Read the full story

Collaborated with IDC to develop three separate guides describing paths to revenue opportunity for channel partners of a major technology provider. Read the full story

Based on executive interviews with distributors and resellers, evaluated major system vendor’s financing program and provided strategic recommendations. Read the full story

Interviewed service provider executives to determine benchmarks, best practices, and pricing among leading engineering/R&D service providers. Read the full story

Led a cross-functional team to develop new customer-facing positioning for Proteomics products division. Read the full story

Created tools to help the sales organization describe the difference in total cost of ownership between Covad-based network solutions and competitive Frame Relay offerings. Read the full story

Solicited participation from and interviewed over thirty executive-level decision makers in newly targeted vertical markets. Presented recommendations to senior management that directly influenced key market entry decisions. Read the full story

Performed a complete website overhaul to better position the company as a serious enterprise software player. Developed new content, new look and feel, and new navigation, while more than tripling the content available on the site. Read the full story

Created a new set of case studies to showcase successful MetaDesign projects and developed an ROI model to demonstrate the business value proposition of branding and design projects in general. Read the full story

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