Norman Guadagno

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Norman Guadagno, a Fractional Chief Marketing Officer in our Revenue Growth practice, didn’t set out to be a marketer; he set out to understand people. That early foundation in behavioral psychology still shapes his approach, but what defines his career is how he delivers results.

Over more than two decades, Norman has led marketing organizations through transformation, growth, and repositioning—always with a focus on measurable business impact. He understands what it takes to generate demand, sharpen positioning, and move markets, because he’s done it — again and again.

With senior leadership experience on both the client and agency sides, that dual-track background is why companies rely on him for uncommon insight into how to make marketing drive performance, pipeline, and real business outcomes, not just shape perceptions.

Some marketers optimize campaigns. Norman Guadagno rewires how companies think about growth.

Some standout examples:

  • Mimecast – Chief Marketing Officer
    Led global marketing and business development for this cybersecurity platform, generating more than $220 million in annual pipeline. Managed a team of 100+ marketers and 120 BDRs, redefined brand positioning, and played a key leadership role in multiple M&A transactions during a period of significant organizational change.
  • Acoustic – Chief Marketing Officer
    Took the reins post–IBM carve-out to build an entirely new marketing organization. Led brand development, go-to-market execution, and demand generation strategy, resulting in a sevenfold increase in unaided brand awareness and consistent lead flow exceeding 6,000 qualified leads per quarter.
  • Carbonite – Senior Vice President, Marketing
    Drove the company’s evolution from a consumer backup provider to a B2B data protection and cybersecurity leader. Built out the marketing organization, repositioned the brand for the enterprise market, and helped double revenue during a period of rapid channel expansion and product diversification.
  • Norbella – Chief Executive Officer
    Steered a full-service media agency through client growth and operational realignment. Oversaw strategy and execution for a portfolio of technology and healthcare brands, sharpening the agency’s market position and performance across digital and traditional channels.
  • Wire Stone – Senior Vice President, Marketing Strategy
    Held progressively senior roles in client strategy and marketing leadership, culminating in oversight of go-to-market planning and customer experience design for Fortune 500 clients. Delivered integrated brand and demand campaigns for Microsoft, Boeing, and other enterprise leaders, translating complex solutions into clear market stories.
  • Microsoft – Director of Marketing, Visual Studio Team System
    Directed product marketing for Microsoft’s developer tools business, aligning engineering and go-to-market strategies. Led the launch of Visual Studio Team System, built out product narratives, and engaged developer communities worldwide during a key growth phase.

Where strategy becomes momentum
Great marketing doesn’t just reflect a company’s strategy, but accelerates it. Norman works at that intersection, translating business priorities into go-to-market engines that scale, resonate, and perform. His foundation in psychology (MA from Rice University; BA, cum laude, from the University of Rochester) helps him lead with insight, communicate with precision, and deliver measurable results.

Heather Heydet

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Heather Heydet is a partner in TechCXO’s Revenue Growth practice and is called on by investors, Boards, and senior management teams to grow companies as a fractional Chief Marketing Officer and Chief Revenue Officer. With over three decades of proven experience as a corporate executive and consultant/business owner, Heather’s infectious enthusiasm, positive outlook, and fun, “whoo hoo” attitude drive results and cultivate winning brands. Her innovative marketing strategy and organizational alignment approach have established her as a powerhouse in business growth.

Heather has partnered with over 30 businesses in the B2B, B2C, and non-profit sectors across various industries, including home improvement, residential construction, real estate, building supply, manufacturing, geosynthetics, industrial construction, engineering services, retail, business process outsourcing (BPO), Saas, technology, and several Fortune 500 consumer packaged goods brand categories, helping them exceed their growth objectives and KPIs while bringing excitement that re-energizes the team. During her distinguished career as both an in-house marketing leader and on-demand CMO, Heather grew top and bottom-line financials by uncovering unique and compelling value businesses offer their customers.

Interim CMO/Marketing & CX Director, EXOVATIONS – Heather successfully doubled revenue from $10M to $20M and doubled profits for this previously stagnated exterior home remodeling contractor through strategic branding, compelling storytelling, value-driven sales approaches, defining and managing exceptional customer experiences, and executing impactful digital marketing alongside traditional advertising campaigns.

Interim CEO/CMO, Synthetex – Heather successfully marketed and facilitated the sale of this small business (SMB) geosynthetics manufacturing company to Vinci, a $60B industrial construction global conglomerate in France. She orchestrated the entire M&A process, overseeing due diligence and post-acquisition integration, ensuring the team acclimated to the new corporate structure, processes, technologies, and goals. She also created and executed sales and marketing initiatives, doubling Request for Proposal (RFP) rates by simplifying the product portfolio, standardizing pricing, creating value-based sales and marketing messaging, and introducing compelling storytelling through webinars, podcasts, speaking engagements, and thought leadership.

Senior Director of Marketing, ADP – Heather tripled revenues in the first year for a struggling IT outsourcing service for the payroll and Benefits Administration SaaS portfolio that was acquired. She led the marketing team and created new, standardized pricing, value proposition, and B2B sales tools. This effort resulted in a successful product launch and facilitated ADP’s entry into the benefits administration outsourcing market.

Fractional CMO / Marketing Director, D. Geller & Son – Heather directed a rebrand for this 80+year-old jeweler to attract new audiences while retaining older clientele. She took charge of all integrated marketing efforts during the transition phase for the incoming marketing director in which she planned, developed, and executed five comprehensive campaigns utilizing various mediums including social media, paid search, storytelling, email, website, print, direct mail, broadcast, outdoor, and point-of-sale materials.

She began her career at Pyramid Consulting where she worked with Fortune 500 brands including Gatorade, Arm & Hammer, Coors, Walmart, Keebler, Enfamil, and International Paper.

Heather holds an ABJ, Advertising degree and a Master of Arts in Mass Communications/Advertising from the University of Georgia.

Speaking Engagements & Media Appearances

Heather is also an in-demand speaker. She addressed the nation’s top remodelers at Qualified Remodeler’s Top 500 annual conference in Las Vegas and has also appeared on several podcasts, including The Marketing MadMen and LEAP’s ProTalks.

Client Testimonials

Fearless business approach and impeccable instincts.
Helped navigate the company through difficult challenges while maintaining enthusiasm. She has all the traits you need in a Fractional CEO or CMO, especially if your company is looking to strengthen its performance, improve the organizational structure and culture, and/or grow the business.
– John Scales, Founder & CEO, SYNTHETEX

Strong Recommendation for an Exceptional Leader
Heather is an outstanding leader. She is a beacon of joy and positivity, making the workplace a better environment for everyone. Her unwavering determination and strong work ethic serve as an inspiration to all. I am grateful for the guidance and support she provided. Any team would be fortunate to have her on board!
-Brittany Hunt, SYNTHETEX

Gives 110% to everything!
Heather came to us in a time of major transition. From graphic design and email blasts to helping rebrand our 83-year-old business, Heather stepped in as Marketing Director from day 1. She helped us build multiple successful campaigns while getting to know our team, the core of who we are, and what we do best for our customers.
– Heather Klisures, D. Geller & Son

Highly recommended consultant!
Heather carries a rare work ethic that, coupled with her deep understanding for constructing and managing a brand, makes her an invaluable asset. She was careful to gather a thorough understanding of our culture and working environment before implementing change. Great fit if you are trying to define what makes your brand different and valuable.
-Jonathan Geller, President and CEO, D. Geller & Son

Improves organizations’ operations, marketing, and sales.
She is passionate, kind, driven and direct. The turnaround work she did with Synthetex was clearly invaluable and allowed for their successful sale to a global, multi-billion-dollar organization. If your company is struggling to convey its message or value proposition, I would recommend Heather to come in and rebuild your culture, leading to tangible RESULTS.
-Michael Walsh, METRICGEO

Words cannot express her value to our company!
Heather is an exceptional marketer with the most positive and upbeat personality of anyone I have ever worked with. Her strategies consistently provided our team with the best opportunities for success. I’m so lucky to have had the pleasure of working with her
-Chris Ray, EXOVATIONS

One of a kind!
Heather is a one-of-a-kind talent. She is extremely smart, creative, intentional, and enthusiastic. Her expertise is equal to her passion not only for marketing, but for people. No one works harder than Heather. Any company would be extremely lucky to partner with her!
-Joy Branch, EXOVATIONS

Amazing!
Heather is amazing! She is simply a joy to work with and she has an incredible talent. She is also a great listener and truly cares about the people that she interacts with. Heather makes our company a better place to work and to thrive in.
-Josh Bailey, EXOVATIONS

One of the most well-rounded marketers I’ve worked with.
Heather does everything: high-level strategy, tactical messaging, digital (from web dev to Google Ads to social media), and understands how to utilize legacy media, making her very valuable to any business looking to grow conversions and brand awareness. Her energy, positivity, and passion are next-level and it’s honestly just delightful to work with her.
-David Danzig, COX MEDIA GROUP

I will engage Heather in all future projects
Heather brings enthusiasm and fun into every project she works on. Her ability to quickly understand our start-up business and goals led to a rapid launch and sale of our company. Her strategic insights helped guide our go to market strategy. She made a big difference in our success.
-Jon Harris, Co-Founder, ReltatedMatters

I welcome the opportunity to work with Heather again!
Heather is a high-energy, multi-talented individual who not only helped us form our marketing strategy, but she was able to implement it as well. By combining her creative skills with her digital knowledge, e-mail campaigns, social media, public relations, and nonstop energy, she performed all of the functions we needed flawlessly, with a smile on her face.
-Ted Malley, Co-Founder, ReltatedMatters

Marketing artists like Heather are a rare, valuable, find!
Heather brings a unique blend of optimism, creativity, and an ability to consistently execute on-strategy. When she is on a project, you know it will get done beautifully … but equally important, the whole team will be re-energized by her infectious enthusiasm for building the business.
-Jennifer Silverberg, CEO, SmartCommerce

Our firm highly recommends this proven professional.
Heather Heydet is one of those rare and exceptional self-starters that not only challenges you to understand your business from a branding and general marketing standpoint but is able to bring consensus to management teams in this area. Heather is always on time and budget and will deliver proven results that make a difference.
– Al Holbrook, Chairman, Holbrook Life Holdings

I recommend wholeheartedly.
One of the hardest-working, exceptionally talented, smart, results-oriented, ‘A’ players you could hope to have working on your business. Heather brings an infectious enthusiasm united to a very creative and lively mind.
– Bill Campbell, President, Automatic Data Processing (ADP), National Account Services

Virginie Glaenzer

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Virginie Glaenzer is a partner in TechCXO’s Revenue Growth practice. She is a visionary digital strategist, entrepreneur, and Fractional Chief Marketing Officer with over 30 years of experience driving transformative growth across industries.

With more than a decade of experience in both Silicon Valley and New York City, Virginie has worked extensively with rapidly growing B2B technology companies, developing go-to-market (GTM) strategies for software products and leading digital transformations in the SaaS industry.

She has excelled as a fractional CMO, specializing in relieving stress for CMOs, CROs, and CEOs by bringing clarity and strategic direction to leadership teams.

She is often called upon for her expertise in:

  1. Brand Realignment: Helping brands reconnect with customers through data-driven strategies that enhance loyalty and outpace competitors.
  2. Product Launch Execution: Streamlining go-to-market strategies to ensure seamless product launches, alleviating pressure on internal teams.
  3. Scaling Challenges: Developing growth strategies and streamlining operations to help organizations scale effectively while freeing up resources for expansion.
  4. Leadership Gaps: Providing clear strategic direction and senior marketing expertise to improve communication and foster team cohesion.

Virginie Glaenzer is a business transformation expert with a proven track record of leading organizational shifts.

  • Executive VP of Marketing & Customer Experience at Great Eastern Energy (GEE) – Virginie transformed the company from a paper-driven, sales-focused operation into a tech-driven, customer-centric online business, resulting in a 150% increase in customer acquisition, a 45% reduction in churn, and improved employee engagement.
  • VP of Marketing at LiveWorld Inc. – For this social content marketing company Virginie transitioned the company from a service provider to a SaaS platform, boosting brand recognition, building a 6,000-strong database, and securing high-profile clients like Sony and LinkedIn.
  • VP of Marketing and Social Media at Archer Mobile – Archer Mobile is the leading global provider of mobile engagement solutions. Virginie successfully repositioned the company and was instrumental in rebranding and repositioning the company to become an acquisition target, leading to a $42 million merger with Lenco Mobile.

Virginie is also a pioneer in blockchain and web3, having invested in cryptocurrency since 2017. She has hosted blockchain conferences, contributed to Ethereum token creation, and authored The Economy of Abundance, a deep dive into decentralized economies and regenerative systems.

Her multifaceted expertise spans:

  1. Strategy: Crafting innovative digital marketing strategies that drive growth and deepen customer loyalty.
  2. Leadership: Empowering teams to navigate complexity with clarity and confidence.
  3. Storytelling & Growth Hacking: Engaging audiences with compelling narratives and growth hacking techniques to build strong brands.

Her journey began in 1998 when she moved from France to the U.S. and co-founded three tech startups. Virginie lives in Washington with her husband and their three daughters. She holds a Master’s degree from HEC Paris, one of France’s top business schools. She continues to lead with a passion for conscious leadership, gender balance, and digital innovation, inspiring change in every business and community she serves.

Speaking Engagements & Publications

Amanda Sparks

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Amanda has a diverse background inside of multiple Fortune 500 companies, including Ahold Delhaize, Amazon, and ABB, leading procurement, cost modeling and reduction, contract negotiation, logistics, supply chain, marketing, media, and revenue growth strategy projects.  Her work has resulted in well over $1B in cost savings over her 12-year career, but more importantly, she has injected innovation and simplicity into each business challenge she has tackled, leading to her being hired by her stakeholders on multiple occasions to manage the new paradigm she created.

After many years in large enterprise organizations, Amanda wanted to reverse engineer the sales and marketing process and apply many things she had learned being on the prospect side of “the deal.” She excelled in the world of Revenue Operations, applying technology and data and process engineering to create a best-in-class system that resulted in a 224% increase in open pipeline valuation and a 300% increase in a number of open deals year over year at her first company.  

Now, she is working with multiple other companies applying the same system to scale their revenue strategies in a similar way.  Amanda has found that RevOps is the most valuable and easily applied distillation of everything she learned in her corporate career; it is also fun to implement and tune and watch a great RevOps strategy take off like a rocket.

Amanda still has passion, though, and continues to work on projects in cost modeling (especially around raw commodity management), supply chain / logistics, risk management (workers’ comp, actuarial modeling), and all types of contract negotiation with vendors for services and products from her time in corporate procurement (she is a fierce negotiator). 

Jay Kleinman

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Jay Kleinman is a Texas-based Partner in TechCXO’s Revenue Growth practice. He supports clients as a fractional Chief Revenue Officer (CRO), Chief Commercial Officer/Chief Growth Officer (CCO, CGO), and Chief Sales Officer (CSO). Jay is a seasoned sales, strategy, and business development leader with over 30 years of experience in healthcare services (payor/provider), MedTech, insurance solutions, technology, SaaS, marketing/advertising, and analytics. Jay’s track record of success includes end-to-end sales processes where he’s secured multiyear, 7+ figure agreements.

Jay’s areas of expertise include:

  • Product/Market fit
  • Client segmentation
  • Go to Market strategy and communications
  • Revenue Operations
  • Sales Optimization
  • Sales Execution (including direct selling)

During his distinguished career, Jay held the following enterprise sales leadership roles:

SVP, Sales – Together Senior Health – Jay was recruited by Redesign Health as the first commercial leader for this evidence-based Alzheimer’s/dementia digital therapy solution provider. He was responsible for all GTM and sales strategy, marketing, partnerships, sales operations, and execution, including maintaining a personal book of business. Primary clients include C-Suite of Medicare Advantage plans, ACOs, senior living facilities, and home health providers. Deal size varies from six-figure proof of concept to seven-figure enterprise-wide implementations. Results included POC and enterprise agreements with a variety of healthcare organizations, including CommonSpirit Health.

VP, Strategic Accounts – Prealize Health – Jay was responsible for sales strategy, processes, and execution for this AI/ML predictive analytics provider. Primary clients include the C-Suite of large, risk-bearing organizations such as payors, ACOs, and third-party specialty care management and healthcare services organizations. Average deal was seven figures and a three-year term. Jay leveraged marketing and lead gen efforts to segment prospects and pursue them accordingly. Jay achieved multi-year agreements with payor organizations like Premera Blue Cross and Sentara Health Plans.

EVP – Centraforce Health – As an investor operator, Jay led the sales, business development and marketing strategy and execution efforts for this VC investor-owned SDoH and Engagement analytics company. Primary clients included C-suite of payors and providers in need of data and insights to identify, understand, and intervene with populations with social risk and health equity factors that impact access to care. The personal average deal size was 6-7 figures and a three-year term. Key results included onboarding clients such as NTT Data, AvMed, and PeaceHealth.

EVP – Group One Insurance Services – As part of the leadership team, Jay retooled all sales and business strategies for this Canadian Managing General Agency. His efforts included the total turnaround of the business model, business development, and marketing approach, as well as the re-negotiation of Lloyds of London insurance contracts. This agency was responsible for writing high-risk, sub-standard insurance, including nearly 40% of all liquor liability in Canada. Jay’s efforts ultimately helped raise investor funding to grow and expand Group One’s national reach.

VP of Business Development – Conifer Health Solutions – Jay originally joined Tenet Health Care Corporation to lead the commercialization strategy for its revenue cycle operation, becoming Conifer Health Solutions. He initially led all sales and marketing efforts post-launch until taking a senior sales role calling on the CFOs of large health systems. The personal average deal size was 7-8 figures and a five-year term. Jay later moved to head up the commercialization of Tenet’s value-based care offering and roll it into Conifer. This included ACO/CIN development, network management, PMPM modeling, and the acquisition of a Population Health analytics and care management company to support our value-based care client contracts. Clients included LHP, National ACO, and Catholic Health Initiatives.

Jay has proficiency in platforms including CRMs (Salesforce, HubSpot, Pipedrive); Platform demos (Tableau, Microsoft BI), and Research (LinkedIn, Lusha, ZoomInfo, AIS Health Data, and Definitive Health).

Jay received his BA in Industrial Psychology from Auburn University. He lives in Dallas.

Mike Martin

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Industries: Restaurant (QSR + Fast Casual), Hospitality, Ecommerce, Sports, SaaS, Manufacturing & Logistics, Healthcare, IT, Travel & Tourism, Automotive, & Non-Profit

Services: Brand Positioning, Market Research, Go-To-Market Strategies, Lead Gen Strategies, Team & Tech Stack Audits, Leadership Recruiting & Training, Paid Media Strategy, PR/Earned Media

Capabilities: Reconfiguring Hybrid Marketing Teams, Campaign Development & Execution, Content at Scale with AI,
Agency Search Consulting, Mentoring and Startup Advisor

Mike Martin is often described as a muse for creative-minded entrepreneurs and executive leaders who struggle to synthesize the brand story swirling in their heads. He operates at the intersection of Performance & Persuasion with an unwavering belief that revenue growth is accelerated when creativity has accountability and content marketing is grounded in human truth. Mike is a rare breed of CMO who cut his teeth on the creative side, building award-winning campaigns before pivoting into being an agency owner, tech startup founder, and software development shop CMO before exiting.

Mike is well acquainted with the entrepreneurs journey and navigating periods of prosperity and adversity. With decades of experience in consumer marketing, B2B & B2C SaaS, G2C, and tech startups, he helps brands recalibrate strategy, reconfigure teams, and refocus on revenue growth as an interim and fractional CMO.

Client Engagement Highlights:

Chief Marketing Officer, Codesmith – Mike played a pivotal role in the growth and eventual acquisition of Codesmith, a managed services company specializing in custom software development, digital marketing, and IT staffing.

Chief Creative Officer, Jackson Spalding – Mike oversaw the creative, production, and media teams and led projects for renowned brands like Delta, Chick-fil-A, Orkin, and Coca-Cola, emphasizing brand strategy, content creation, and marketing analytics.

Founder/Creative Director, Skylab-B – Mike founded and led this Atlanta-based creative communications agency, developing integrated marketing campaigns for small to mid-size clients and partnered with a multicultural agency on large Government contracts.

Co-Founder & CEO, Pan Pals –  Mike co-founded this SaaS and entertainment platform for cooks, offering a space for collaboration, learning, and sharing food inspiration.

Partner/Creative Director, Martin+Owen – Mike co-led this venture, producing branded content and original programming for networks and serving as a consultant for advertising agencies.

Chief Marketing Officer (CMO), Fletcher Martin – Mike led the creative, production, and strategy teams focusing on CPG, QSR, and Telecom brands.

Mike holds an ABJ in Advertising and a Bachelor of Arts in Public Relations, Advertising, and Applied Communication from The University of Georgia. He also holds a Master of Arts in Art Direction from The Creative Circus and studied Mastering Design Thinking at the MIT Sloan School of Management .

Ken Powell

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Ken is passionate about leadership and inspiring excellence. As a 10-year CEO of public and venture-backed companies, Ken has a track record of building and leading high-performing teams that elevate businesses to market leadership. His approach challenges conventional thinking by simplifying complex challenges into clear, executable strategies that drive market dominance. He is known for attracting top-tier talent and fostering a culture of innovation to consistently deliver results that exceed expectations.

Alan Gold

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Alan Gold is a B2B go-to-market, strategy and marketing executive with an exceptional track record of delivering growth and profitability. He is engaged by C-suite and senior executives, investors and boards in early-stage, growth and established B2B companies to accelerate growth, improve market positioning and differentiation, create high-performing teams, and to position and to position them for favorable mergers or acquisitions.

Alan’s extensive experience is global, spanning the U.S. and Canada, Europe, and AsiaPac. He has been both a successful executive and trusted advisor with a wide range of venture-funded, private, and public companies with SaaS applications, healthcare, expense management, supply chain and logistics software, as well as AI-driven applications.

Throughout his distinguished corporate career, Alan has been deeply involved in bringing numerous leading-edge technologies to market, most of which are integral to our work and personal lives today. He has been a Strategic Advisor and Fractional Executive to leading companies, including Johnson & Johnson, Merck Pharmaceutical, Accur8 Software, and BestTransport (now Descartes Systems), where he successfully drove senior leadership-directed projects and helped align sales and marketing efforts, refine go-to-market strategies, and expand market opportunities. His strategic consulting expertise has been sought by various VC-funded AI software application providers, including Forma.ai and Insite AI.

His specific areas of expertise include:

– Sales-Marketing alignment
– Lead generation improvement
– New product/technology innovation
– Expanding go-to-market capabilities via direct sales, indirect channels, and partners
– Building new marketing and sales teams/optimizing existing team performance
– Leadership and coaching to up-level and improve rising executives
– Fund raising and strategic exits
– Change Management
– Go-to-market strategies and expanding market opportunities

Alan’s experience also includes leading SaaS software companies as their Chief Marketing Officer, including BestTransport (Descartes Systems Group), Kewill (e2open), Bamboo Rose, Avotus Corp., and Progress Software.

He received an MBA from Boston College and a BA from Brandeis University.

Paul Rhoda

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Paul Rhoda is a Partner in TechCXO’s Revenue Growth Practice. He is most frequently called upon by Boards, investors, and senior management teams to fix growth problems and improve revenue durability as an interim and fractional Chief Revenue Officer and Chief Sales Officer.  Paul is a gifted leader and problem solver, having grown revenues and businesses despite some of the most challenging economic cycles and seemingly impossible circumstances.

During his distinguished career, Paul has served as:

Head of Business Development, Revenue Partner (The Alexander Group, Inc.)  – In this role, he launched a sister company start-up focused on creating and supporting implementation options for the revenue growth consulting work performed by AGI for their PE portfolio businesses.   In addition, he worked as a consultant helping B2B businesses accelerated sales processes, enhance compensation plans, design go-to-market strategies, expedite digital transformation, and optimize deployment of selling personnel. He doubled annual revenues 3 years running and continuously expanded provider partnerships and new client logos.

Vice President of Sales, BI Worldwide – BIW is a privately-held, global provider of SaaS-supported sales and channel incentive systems, employee engagement platforms, learning and development services, and consumer loyalty solutions. For over twenty year, Paul led his teams to achieve record growth year over year.  Many top performers under his mentorship achieve multiple performance awards and promotions.

Paul has also held senior sales leadership and general manager roles with Maritz, Olsten, Baxter, and Techaid.

Paul’s practice is focused on enabling clients to develop and execute strategies that:

  • Grow revenues by double digits year over year.
  • Accelerate new and organic revenue growth
  • Improve cross-functional alignment and profitability
  • Enrich pipeline volume, quality, and analysis
  • Maximize the value proposition for strategic and enterprise accounts
  • Dramatically improve executive and outcome-based selling
  • Increase confidence in forecasts and sales execution
  • Build a profit-focused revenue growth culture
  • Optimize the effectiveness of compensation and incentive strategies
  • Boost leads, referrals, and brand awareness through digital transformation
  • Integrate the “push” and “pull” approaches to growth to enhance results

He received his BS – Management and Marketing from Indiana University’s Kelley School of Business.

Rhonda Willingham

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Rhonda Willingham is a Partner in TechCXO’s Revenue Growth Practice and is focused on serving Healthcare clients as an interim and fractional Chief Marketing Officer, Chief Revenue Officer, and Chief Growth Officer. She is an expert in designing and positioning effective population health sales and marketing product execution plans and go-to-market launches. During her 25-plus-year career in healthcare, Rhonda has partnered with healthcare providers and health plans to drive clinical and financial results while improving the health and lives of patients.

Her senior leadership roles led the identification, analysis, and implementation of strategic population health and value-driven solutions for health plans, employers, and providers. She has successfully executed enterprise growth strategies that drove profitable revenue. Rhonda led teams in the areas of business development, marketing, client management, product development, and operations.

During her distinguished career, her leadership roles have included:

Executive Vice President, Marketing and Product Development, Avalon Healthcare Solutions – This private equity-backed Lab Values Management company provides unique insights into the $82B+ lab testing industry to ensure patients are getting the appropriate lab tests while driving significant financial savings for health plans to over 33 million lives nationwide. As the head of marketing and product development, Rhonda led product innovation that leveraged the company’s lab science expertise to be the first company to digitize near-real-time lab results values and apply proprietary analytics to deliver actionable results to health plans and providers to ensure evidence-based treatment. The result assists health plans to proactively inform appropriate care, improve clinical outcomes and reduce healthcare costs through Lab Values Management. She also created and executed the new product go-to-market strategy, creating a pipeline of $50M+.

As a result of Rhonda’s rebranding and repositioning efforts, new sales close rate increased by over 50%, with predictable pipeline growth and decreased sales cycle.

Vice President, Business Development, New Century Health (NCH) —  This provider of oncology and cardiology specialty care managed over 5 million cancer and cardiac members with over 9,000 specialty providers. Rhonda developed strategic and financial risk partnerships with health plans to drive improved clinical results and financial savings for their oncology and cardiology members.  She expanded the pipeline by 200% by driving market presence, leveraging existing relationships, and developing compelling financial value propositions for regional and national health plans. NCH is now a wholly-owned subsidiary of Evolent Health.

Vice President, Digital Health and Innovation, Medecision – Medecision is the largest independent provider of care management platforms and applications in the US, supporting over 50 million lives for nearly 100 of the nation’s leading health plans and care delivery organizations. As VP, Rhonda was responsible for driving the company’s digital health strategy and the development and execution of strategic partnerships to drive Triple-Aim measurable results for jumbo, at-risk healthcare clients by integrating a meaningful SaaS care management platform with value-driven workflow and analytic applications.

SVP, Sales & Marketing, VRI – For this private-equity-backed company providing personal emergency response, fall detection, and remote patient monitoring, Rhonda led sales, account, implementation, and marketing teams. She delivered recurring monthly revenue (RMR) growth and developed, defined, and launched “go-to-market strategies,” analysis, sales processes & lead generation in four distinct growth markets – population accounts (health plans), integrated channel partners, referral sources, and dealers.

In addition, Rhonda served as EVP for Alere Health (now Optum), a multi-billion-dollar health management company and analytics company, in which she consistently exceeded revenue targets. She was also SVP of Sales & Marketing for Gordian Health Solutions (now Onlife), and VP of Sales for CorSolutions Medical (now Optum). She began her career as an Emory University Hospital Registered Nurse, where she provided direct primary patient care and charge nurse responsibilities on a hematology-oncology and bone marrow transplant unit.

Rhonda earned a bachelor’s degree in nursing from the University of Florida. She has been a member of the Women Business Leaders of the US Health Care Industry Foundation (WBL), Break into the Boardroom, Health Information and Management Systems Society (HIMSS), Health Enhancement Research Organization (HERO), and Care Continuum Alliance (CCA). Rhonda also served as a mentor for the Advanced Technology Development Center at Georgia Tech (ATDC).

Simplifying Healthcare Complexity to Accelerate Growth
Healthcare is complex—selling into it shouldn’t be. With 25+ years of leadership in healthcare services, SaaS, and revenue cycle management, I develop and execute intentional go-to-market (GTM) strategies that drive faster adoption, revenue expansion, and competitive differentiation.

I specialize in:
✔ GTM Execution – Translating complex solutions into clear, compelling, and buyer-friendly offerings
✔ Sales Acceleration – Removing friction to shorten sales cycles and speed time to value
✔ Market Positioning – Aligning messaging with customer needs for stronger engagement
✔ Revenue Cycle & Payment Strategy – Optimizing payer adoption and reimbursement pathways

I’ve led growth strategies for healthcare SaaS, digital health, value-based care, and diagnostic solutions, ensuring companies land the right customers, scale efficiently, and maximize revenue potential

Speaking Engagements & Publications

“Digitized Lab Results Accelerate the Success of Value-Based Care,” Today’s Clinical Lab. April 2022
“Asthma: Maximizing Technology to Address Compliance and Control,” Medicaid Health Plans of America, Weekly Webinars. May 2016
“The Best is Yet to Come: Ecosystem Members Share their Success Models,” Connect 2015, Qualcomm Life annual Connected Health Ecosystem Conference. August 2015
“Enabling Connected Health to Meet the Needs of Vulnerable Populations at the State Level,” Medicaid Health Plans of America, Washington, D.C. October 2013.
“Communicating Value: A Strategic Business Imperative,” Care Continuum Alliance, Phoenix, AZ. October 2013.
“Workplace Wellness and the Use of Financial Incentives,” American Cancer Society Corporate Impact Conference, Denver, CO.  June 2013.
“Next Generation Incentive Design: Are Outcomes the Measurement of the Future?”  Keynote, World Congress, Employee Health and Human Capital Strategy Congress, Orlando, FL.  February 2013.
“Guidance for a Reasonably Designed, Employer-Sponsored Wellness Program Using Outcomes-Based Incentives,” published in JOEM, July 2012.

Samantha Starling

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Samantha Starling joined TechCXO more than a decade ago as its first Director in the Revenue Growth group. She quickly advanced and became the first Principal for the group, providing a wide range of martech solutions services. Throughout these years with the firm, she has been engaged with hundreds of clients in dozens of verticals. Samantha has designed business process blueprints that create, track, update, and analyze data from start to finish. She and her team have used those blueprints, coupled with the client’s needs, to build efficient, cost-effective solution sets. These solution sets successfully capture and manage data from the point of entry through the entire customer journey, whether it ends in churn or attrition. All of this results in clean, accurate, reportable data from which reports and dashboards are built in order to effectively manage and analyze the business.

Having exposure to a multitude of companies, Samantha configured systems for a wide range of business processes, including:

  • Board and C-level reporting and dashboards
  • Lead generation, capture and qualification
  • Marketing automation and sales qualification
  • Sales processes: new business, upsells/expansions and recurring revenue renewals
  • Products and services, pricing models
  • Contracting, billing and revenue recognition
  • Implementation of client services and issue tracking
  • Customer onboarding and success

An expert in multiple solutions, Samantha has been engaged by clients for new, out-of-the-box implementations; one-time projects for specific business needs; a complete overhaul of existing processes; hazmat clean-up of existing instances; and retained admin services.

The list includes Salesforce.com, Insightly, Hubspot, Account Engagement (Pardot), CPQ, QuickBooks, Maxio (SaaS Optics), Stripe, DocuSign, PandaDoc, Formstack, DBSync, Zapier, Netsuite, Zendesk, Intacct, Sales Navigator, JIRA, Outreach, Salesloft and dozens of others.

Prior to joining TechCXO, Samantha was a Director of Marketing for an EBPP, print and digital mail solutions firm based in Charlotte. During that tenure, she managed all marketing efforts, including the launch of a mobile utility payment app and her first implementation of Salesforce.com across six departments. She managed that implementation without outside consultancy assistance, which led her career to where it is now.

Prior to that position, Samantha owned and managed a local weekly newspaper outside Charlotte.

Rich Makover

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Rich Makover is the Managing Partner of TechCXO’s Revenue Growth Practice, bringing over 30 years of experience as a fractional Chief Revenue Officer (CRO), Chief Sales Officer (CSO), and executive coach. He specializes in helping companies – from Fortune 500 to PE-backed and high-growth firms – scale revenue, optimize go-to-market strategies, and drive transformational business growth.

At TechCXO, Rich partners with executive teams to refine sales operations, build high-performing teams, and accelerate growth across B2B, B2B2C, DTC, and eCommerce channels. He also mentors executives, former self-prescribed athletes, and sales leaders, equipping them with the tools to navigate leadership transitions and achieve sustainable success.

Key Areas of Expertise:
Fractional CRO & Executive Leadership: Driving revenue expansion and leading high-impact sales transformations
Go-To-Market Strategy: Developing customer-centric sales & marketing strategies that fuel business growth
AI & CRM Integration: Implementing data-driven solutions to optimize lead generation, sales pipelines, and customer engagement
Business Turnarounds & Transformation: Helping organizations adapt to market shifts and scale effectively

Previous Leadership Experience:
Before joining TechCXO, Rich led revenue, sales, and go-to-market strategies for top-tier organizations, including:
Citizen Watch America – Full P&L ownership and multi-channel leadership for Citizen, Bulova, and Frederique Constant
Frederick Goldman – Spearheaded a 300-basis point margin increase and restructured revenue operations for the largest U.S. bridal jewelry company
Avon – Led $2.3B in sales operations, partnering with Boston Consulting Group (BCG) to transform the direct sales model
A.T. Cross Company – Navigated organizational restructuring and turnaround efforts, driving new product launches and revenue growth

Rich holds a B.S. in Accounting from Penn State University, where he was a Division I lacrosse team captain. He remains actively involved as a mentor to both the Smeal Business School and the Men’s varsity Lacrosse program. He founded and now serves as director of “Teammates For Life,” a mentoring program for the men’s varsity lacrosse team. Through this program, they have successfully mentored and placed 90%+ of the graduates in entry-level jobs.

Amanda Donnelly

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Amanda Donnelly is a full-stack marketing leader who elevates brands, engages customers, and increases market share for organizations. She uses her deep understanding of digital marketing to assist high-growth stage businesses looking to expand their marketing operations to meet demand. Amanda is most frequently called on by Boards, investors, and senior management teams to assist clients as an interim and fractional CMO.

Amanda started her career in the ad agency space, working on award-winning campaigns for Sony PlayStation and Volkswagen. She left the agency world after a decade to launch Huffington Post’s mobile platforms for iOS and Android. Amanda then moved to IGN to lead Sales Operations.

After moving to Nashville in 2013, Amanda consulted with local startups before taking a role at Nissan North America to launch their in-vehicle safety product. During her time at Nissan, Amanda held progressive roles within marketing and customer experience. She joined Eventbrite in 2019 to build and lead their North America marketing team, responsible for 70% of the organization’s revenue. After Eventbrite, Amanda served as CMO for a fast-growing humanitarian aid organization before leaving in 2021 to start her own consulting firm focused on fractional CMO leadership.

Since joining TechCXO, Amanda has operated as a Fractional CMO for organizations large and small across multiple industries that all share one thing in common – the desire to grow. Amanda is an entrepreneurial and analytically-minded leader who uses data-driven decision-making to drive growth and improve revenue for her clients. She is well-respected for inspiring, empowering, and mentoring high-performing teams to achieve company goals and objectives.