Charles Watson

Current

• Senior Partner at ForBalance, LLC

Past

• SVP Marketing and Sales at BLUEROADS Corporation
• VP Americas Marketing at SSA Global
• VP Worldwide Marketing at Epiphany, Inc.

• Sr. Director, Marketing at MarketFirst Software
• Director Marketing at ELSA, Inc.
• Sr. Manager, International Sales Development at Autodesk, Inc.
• Manager, Americas Field Sales Engineering at Autodesk, Inc.
• Eastern and Central Regional Sales Manager at Autodesk, Inc. - Multimedia/Discreet

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Education

• University of San Francisco

Recommended

3 people have recommended Charles

Connections

197 connections

Industry

Computer Software

Charles Watson’s Summary

A multi-national marketing and sales executive with over 18 years experience developing and managing results oriented, customer-focused and revenue driven sales and marketing teams in technology industries. Critical focus on marketing and sales alignment to drive revenue. Solid record of executive leadership, business strategy, operational excellence and increasing revenue. A sound technical background with strong technical understanding. I also enjoy advising early stage start-ups on business planning, product strategy, and marketing. U.S. and British Citizenship.

Charles Watson’s Specialties:

Corporate Strategy, Marketing Strategy, Sales Strategy, Lead Generation Systems and Data, Product Vision and Positioning, Corporate Communications, Corporate Branding and Positioning, Field Marketing

Charles Watson’s Experience

• Senior Partner

  ForBalance, LLC

  (Management Consulting industry)

  February 1998 — Present (11 years 10 months)

  My focus area is helping enterprises to to more effectively drive revenue by aligning marketing and sales teams. I work with senior executives to build an end to end revenue machine which starts at a go-to-market strategy and includes building awareness, targeted demand generation, an effective link between marketing and sales, shortening sales cycles, increasing win rates, improving cross-sell and up-sell and maximizing retention.

• SVP Marketing and Sales

  BLUEROADS Corporation

  (Privately Held; Computer Software industry)

  September 2006 — February 2009 (2 years 6 months)

  Manage all Marketing and Sales activities for this leader in Partner Opportunity Management solutions. Responsibilities include Corporate Strategy, Sales Strategy, Client Engagement, Corporate Marketing, Corporate Communications, Demand Generation, Product Marketing, Product Management and Sales.
  
  Lead corporate repositioning initiative which drove product vision, positioning and roadmap. Aligned product management team and processes with concept to product best practices. Lead product marketing rifling initiative which expanded target industries from three to nine strong fit industries. Lead marketing and sales alignment initiative to increase lead and sales pipeline from expanded target companies and buyers.

• VP Americas Marketing

  SSA Global

  (Public Company; 1001-5000 employees; SSAG; Computer Software industry)

  October 2005 — August 2006 (11 months)

  SSA Global was acquired by Infor. Managed all go-to-market activities in the Americas for this $800m enterprise application vendor, including awareness, new lead generation, customer retention, cross/up selling. Executive sponsor for new campaign management, lead management and marketing performance tracking system.
  - Within first full quarter, connected $12.5m in SLF to Marketing Qualified leads, up from less than $1m.
  - Increased in-profile, qualified leads by over 200%/quarter, for 2 consecutive quarters.
  - Designed and manage end-to-end lead management system, resulting in 100% leads captured and tracked.
  - Implemented lead nurturing process, mapping to enterprise buying process across marketing, inside sales and sales.
  - Focused Business Unit go-to-market efforts on “rifled” industries for highest likelihood penetration.

• VP Worldwide Marketing

  Epiphany, Inc.

  (Public Company; 201-500 employees; EPNY; Computer Software industry)

  October 2002 — September 2005 (3 years )

  Epiphany was acquired by SSA Global. Responsible for strategic marketing planning, corporate communications, advertising, lead generation and partner marketing in the global marketplace for this leading Enterprise CRM vendor.

• Sr. Director, Marketing

  MarketFirst Software

  (Privately Held; 51-200 employees; Computer Software industry)

  March 2001 — October 2002 (1 year 8 months)

  Responsible for Marketing and Product Marketing at this leading Enterprise Marketing Solutions leader. Manage demand generation, collateral, media and analyst relations, competitive analysis, online marketing, and customer relations.

• Director Marketing

  ELSA, Inc.

  (Public Company; 501-1000 employees; Computer Hardware industry)

  March 1998 — February 2001 (3 years )

  Managed all Marketing activities for this U.S. subsidiary of the German-based company ELSA AG, including advertizing, media and analyst relations, lead generation, channel marketing, ISV relations, collateral, web, branding, package design, pricing and interfacing with Germany.

• Sr. Manager, International Sales Development

  Autodesk, Inc.

  (Public Company; 1001-5000 employees; ADSK; Computer Software industry)

  February 1996 — November 1997 (1 year 10 months)

  Kinetix/Discreet division. Directed all sales and technical training content, delivery, marketing, definition and pricing plans for this corporate service. Helped solidify Autodesk as the dominant leader and increase division revenue by over 60% per year. Created marketing and business plan for channel, partner and major account services in the Americas, which increased department revenues by 400% in 18 months. Developed customer and channel feedback program for product, brand and services definition, contributing to product installed base increase of over 120%.

• Manager, Americas Field Sales Engineering

  Autodesk, Inc.

  (Public Company; 1001-5000 employees; ADSK; Computer Software industry)

  February 1994 — February 1996 (2 years 1 month)

  Kinetix/Discreet division. Developed and managed a team of five, U.S. based Field Sales Engineers for Autodesk Multimedia. Position entailed detailed technical product knowledge, platform and OS knowledge, driving product definition, positioning, pricing based on customer and VAR input. Managed development, delivery and packaging of all U.S. product presentations at tradeshows, seminars and reseller events.50% travel in the United States.

• Eastern and Central Regional Sales Manager

  Autodesk, Inc. - Multimedia/Discreet

  (Public Company; 1001-5000 employees; ADSK; Computer Software industry)

  July 1989 — February 1994 (4 years 8 months)

  Developed and managed a territory of 120 Value Added Resellers for Autodesk Multimedia, first in the North East, then North Central. Position entailed account management, training, development of reseller and end user seminars. Developed and managed regional VAR marketing programs to include use of regional trade shows, seminars and other promotional events with MDF, co-op and discretionary funding. Drove sales from Zero to $3 Million. 50% travel in the United States.

Charles Watson’s Education

• University of San Francisco

  BS , Business Administration , September 1984 — June 1989

  Activities and Societies:

  TA for three Marketing Classes, Head of Senior Fundraising Team

Additional Information

Charles Watson’s Interests:

Mountain Biking, Snowboarding, Sailing

Charles Watson’s Groups:

Millbrea Education Foundation board member

•    Executive Suite
•    Marin Academy
•    University of San Francisco Alumni Association
•    Autodesk Alumni Network
•    B2B Lead Generation Roundtable

Charles Watson’s Contact Settings

Interested In:

• career opportunities
• job inquiries
• expertise requests
• reference requests
• getting back in touch