Prior to forming Virtual CMO, Dave Zwicker has established a long track record of success in B2B marketing that incorporates strategic planning, integrated campaign execution, content development and the implementation of digital marketing platforms. Dave’s executive marketing background includes extensive domain experience in a broad range of industries including software, cloud services, information technology, networking and security systems.
As Partner and Co-Founder of CSBexcellence, Dave created a number of recruitment and development programs for the CSB and MSP channel and their technology suppliers. In April of 2012, the company introduced the Cloud Service Broker (CSB) Program in partnership with Google to provide a comprehensive blueprint for Google Apps Resellers to follow as they build a high growth and highly profitable business around Google Apps. The CSB Program established a membership of resellers and virtual peer groups to discuss technology and business strategies and to get advice from the CSBexcellence team on the best practices for building a recurring revenue business based on the cloud.
Dave was brought in as VP to establish a formal marketing function for this venture stage managed service provider of IP-based voice communications solutions to the SMB market segment. During Dave’s tenure, Whaleback experienced twelve consecutive quarters of accelerated growth in sales bookings, customer acquisition, MSP channel partner recruitment and brand awareness. Dave led key product management initiatives such as price restructuring, product launches and two OEM deals that helped to increase the customer base by 160% and the average order size by 58%. Dave also launched a Premier Partner Program with comprehensive sales tools and innovative sales agent and lead referral campaigns that increased partner productivity and drove a 230% increase in annual sales.
Viola Networks (acquired by Fluke Networks)
Dave managed the global marketing of a VoIP management software portfolio and transformed the company from a low price commodity supplier of diagnostic tools into a supplier of strategic VoIP lifecycle management systems for high-end markets. He developed a VoIP lifecycle management product positioning strategy and re-launched the company with an extensive media/analyst road show generating extensive coverage and a new brand identity. Dave developed and drove a new business model and go-to-market plan based on strategic analysis of VoIP management market segments including adoption/deployment rates, price points and revenue potential. He executed integrated marketing campaigns generating 500% growth in pipeline opportunities, 100% increase in average selling price and 25% growth in new customers.
As VP of Solutions Marketing, Dave managed a worldwide organization of 100 people to execute integrated marketing programs for VARs and MSPs based on advertising, direct mail, on-line marketing, events, channel programs, sales tools and collateral materials. Dave executed comprehensive go-to-market programs targeting multiple end-user market segments resulting in a 100% increase in the production of qualified leads for the company’s direct and indirect sales channels
Dave managed the corporate marketing group and a multi-million dollar budget to deliver a full range of marketing services including lead generation, media relations, sales resources, corporate events and technical marketing. He instituted global marketing programs with record-breaking lead generation results to support direct and indirect channels of distribution. Dave created the company’s first on-line sales toolkit with vertical marketing sales guides, technology whitepapers, customer case studies and competitive analysis.
Indus River Networks (acquired by Enterasys Networks)
Dave was brought in by the chairman of the board of directors to develop all aspects of marketing for this innovative VPN start-up company. He built an elite team of professionals to perform product management and marketing communications on a global basis. Dave’s work enabled growth in valuation through revenue production, channel development, customer wins and market awareness resulting in $170M acquisition by Enterasys and a 10x return for the company’s investors.
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