Martin Northend

A highly motivated and customer driven EMEA based technology marketing professional with a proven record of invigorating organizations by introducing new products and solutions, maximizing the value of portfolios through their lifecycle, driving revenues and eliminating costs. A strategic thinker with an approachable and consultative leadership style who is experienced in creating and managing dispersed high performance teams with diverse cultural backgrounds. Broad skill set from proposition and content development, messaging, sales enablement, digital presence and lead generation through to branding, AR and PR, informed by direct sales and channel development experience.

Personal Details
Nationality: British Mobile: 07833 465 385 Address: Finchampstead, Wokingham, RG40 4HL Home: 0118 973 1668 Email: mnorthend@btinternet.com

Professional Experience
EXTRINSICA GLOBAL (2012 2013) A start up organization focused on providing IT as a Service to mid market customers. Sales & Marketing Director. Responsible for go-to-market strategy, sales proposition and recruiting partners: Key Responsibilities: Sales Managing partners, identifying and recruiting new partners, managing and qualifying pipeline Marketing Defining the marketing priorities and managing the budget. Achievements: Defined the go-to-market model and sales processes for on-boarding partners and end customers Defined the proposition to channel partners and end customers SIEMENS ENTERPRISE COMMUNICATIONS (2003 2012) - $2Bn communications software and solutions vendor. Global Marketing Director Cloud Communication Services, 2010 2012. Responsible for the development and delivery of the cloud communications service and ingredient brand into local markets: Key Responsibilities: Strategy & Planning Key contributor to the investment business case for cloud defining the marketing mix and go-to market strategy, revenues and margins for the Cloud Line of Business, partner and end customer propositions Team leadership Lead a virtual team of 15 marketing staff with varied functional specializations located in US and EMEA Research & Customer Insight Engaged, briefed and directed research agencies Budget Management Set and controlled the global marketing budget for Cloud Communications Messaging & Evangelism Created messaging, positioning and value proposition for cloud; PR and AR spokesperson; public speaker at trade and customer events Product & Solutions Marketing Built and executed marketing plans to ensure consistent delivery of key messaging, sales tools and training content that differentiated Siemens from competing vendors Portfolio Management - Owned the roadmap process. Provided market input to Product Management to ensure customer centric roadmap development, negotiated roadmap priorities with key stakeholders. Created and communicated sales / customer roadmap Competitive Intelligence Responsible for providing competitive intelligence to the sales teams and channel partners Content Management Responsible for creation and management of sales and customer facing marketing content, including sales enablement material Online Created lead generation focused web presence for cloud incorporating marketing automation, SEO, PPC Marketing Campaigns and lead generation Responsible for creation of ROI tools and DM / EDM collateral for awareness and lead generation Achievements: Created a 50,000 seat ($6M) pipeline in 6 months Won two industry awards Internet Telephony Product of the year 2011; Best in show at IT Expo 2011 149 positive press articles and a successful debut for SEN in Gartners UCaaS Magic Quadrant 2011

Marketing Director - Indirect Service Sales, 2009 2010. Responsible for increasing the service revenue generated through indirect channels globally: Key Responsibilities: Strategy & Planning Defined the portfolio of sell to and sell through services for partners Evangelism Communicated the service strategy changes to sales teams, partners, press and analysts. Sales Enablement Created content for sales teams to ensure they could clearly articulate the value of Siemens Services to partners and end customers. Ensured the delivery of appropriate training courses Team leadership Lead a multi-national team of service portfolio managers to deliver global strategy through local organisations Achievements: Formalised the sales of Siemens ITIL based Service portfolio into the indirect channel to double sales volumes to $150M in an 18 month period. Developed the charging structure for partner support services to increase profitability by 5% Marketing Director Small / Medium Business Segment, 2006 2009. Responsible for marketing the small / Medium business portfolio and handset portfolio world-wide: Key Responsibilities: New Product Introductions Simultaneous introduction of new product lines and product updates across multiple territories and languages Business Leadership & Budget Management Member of Business Unit leadership team, responsible for management & control of significant global marketing budget to achieve $450m revenue target Thought Leadership Gained IP and UC leadership position for Siemens SMB portfolio with Press and Analysts; successfully introduced Value Selling into the SMB sales channels. Sales Enablement Responsible for the creation of sales and marketing collateral, presentations, ROI tools, sales playbooks and guides, sales training and accreditation material. Communication Responsible for regular internal and external communications, public speaking at customer and trade events. Marketing Programs & Lead Generation Content Management Managed the multi-lingual sales and marketing content for SMB portfolio across different platforms including Intranet, Extranet, Web site and internal document management system. Team leadership Achievements: Increased European market share from 11% to 13% from 2006 to 2008. Created the most successful new product launch for Siemens (OpenScape Office), with significant pre-orders in all market launch countries. Achievement of revenue, margin and marketing budget spend targets. Head of Portfolio Business Management, 2003 2006. Responsible for ensuring that the UK achieved its key portfolio targets delivering 70M of product revenue Key Responsibilities: Performance Management Create & Execute Events Communicated the service strategy changes to sales teams, partners, press and analysts. Team leadership Lead a team of 8 UK based portfolio managers. Achievements: Improved IP handset penetration rates for Siemens voice platforms from 5% to 25% in 18 months Reduced base churn from 9% to 5% in 12 months

CRANE TELECOMMUNICATIONS (2002 2003) - $150M UK based Value Added Telecoms Distributor, now part of Westcon Convergence Product Director. Responsible for the creation of a new business unit to bring a new product to the UK. Created a new channel to market under the guidance of CEO and founder David George. Negotiated an exclusive supply agreement with NEC and lead the division to become ebit. neutral within one year of operating.

CABLE & WIRELESS (1996 2003) - $7Bn UK and International Telecoms carrier and ISP, part acquired by Vodafone Senior Account Manager, 2000 - 2002. Responsible for 5 major retail accounts in the UK including Diageo, Sainsbury and Saga. Consistently achieved volume and margin targets. Developed and won new opportunities worth 1M+ in voice, data and applications. Data Channel Manager, 1998 - 2000. Persuaded board to implement a mutli-channel strategy for data service sales in the UK. Piloted and proved the profitability of IT Resellers as a channel for data service sales, recruiting the first 10 partners. Implemented a partnership sales model for the direct sales force, working with IBM and Cisco to create an incremental pipeline of $50M. Product Marketing Manager & Team Leader, 1996 - 1998. Successfully introduced the UKs first commercial ATM data service with innovative pricing model. Lead a team of 6 marketing managers.

CRAY COMMUNICATIONS (1993 1996) - $400M UK based LAN & WAN data communications equipment manufacturer, acquired by Cable & Wireless. Various Sales and Marketing Management positions. Member of the Technology Board responsible for setting strategic direction and managing the lifecycle of the product portfolio.

ALCATEL BUSINESS SYSTEMS (1991- 1993) - $1Bn Voice and Data communications vendor. UK based product manager responsible for data products and OEM relationships.

ICL (1989- 1991) - $5Bn Computer Manufacturer and IT Services Provider. Graduate trainee on formal Sales & Marketing training program.

Education & Professional Development

BA (Hons) Business Studies, Nottingham Trent University (Upper Second) with majors in Marketing & Retail PR & Media skills training Management Development and Leadership skills training Web and Social media awareness