Genius Drive

Genius Drive is a value advisory and consulting firm, committed to empowering B2B solution providers to better articulate value in each customer engagement and throughout the buyer’s journey. From ideating differentiated value storytelling, to delivering training, automating processes, and delivering field support, Genius Drive accelerates outcomes throughout the value lifecycle.

Founder & Partner

Humans have been telling stories for centuries. Cave paintings. Tales by the fire to pass on key knowledge. We are wired by evolution to better connect, engage and retain through stories.

Does your company consistently communicate your value proposition throughout the customer journey?

Articulate your Value Story, Quantify your Value 

Enterprise Value Collective

The Enterprise Value Collective is a vibrant community dedicated to fostering meaningful conversations, knowledge-sharing, and growth around the subject of enterprise value. Whether you're a leader or practitioner in sales, customer success, value engineering, sales engineering, marketing or enablement, or simply someone interested in the subject, our community is designed to be your go-to hub for insights, best practices, and the latest trends.

Founder 

Pavilion

Executive Member

Chief

Chief is a private network focused on connecting and supporting executive women leaders. Our members are rising leaders making decisions today and influencing change tomorrow. Chief is the only organization specifically designed for the most powerful women executives to strengthen their leadership, magnify their influence, and pave the way to bring others with them.Chief is a private network focused on connecting and supporting executive women leaders. Our members are rising leaders making decisions today and influencing change tomorrow. Chief is the only organization specifically designed for the most powerful women executives to strengthen their leadership, magnify their influence, and pave the way to bring others with them.

Member

Alteryx

I had the privilege of leading Alteryx's Worldwide Customer Advisory organization, which was accountable for driving revenue growth, increasing market share, and ensuring partner satisfaction across our commercial and public sector accounts. The GTM organization was comprised of over 1,000 sales professionals and contributed to over $800M in revenue.

My role involved leading growth initiatives and overseeing the delivery of comprehensive business strategy consulting, advanced analytics, and deeply technical insights to large enterprises, helping them drive enterprise transformation initiatives. As the leader of the Worldwide Customer Advisory team, I managed six direct reports and oversaw a total of 40 team members across a range of specialist teams, including Value Engineering, Solutions Architecture, Advanced Technologies, and Field Executives. Additionally, I established Excellence teams to drive technology innovation and best practices in program management, enabling us to scale our services and exceed our clients' expectations.

Throughout my tenure, I fostered a culture of collaboration, innovation, and continuous improvement. My team's success in driving revenue growth, market share expansion, and partner satisfaction was a testament to our unwavering commitment to delivering exceptional value to our clients.

Head of Worldwide Customer Advisory

Pioneered cross-functional efforts to identify critical gaps in the customer buying journey, which led to the development and implementation of key programs resulting in significant increases in revenue, customer satisfaction, and renewal rates.

Scaled the value engineering team from 0 to 10 team members globally. Led the creation of a self-service value platform that was adopted globally by the sales team. Influenced $40M+ annually across 750+ opportunities and led to 250% increase in deal size and 13 percentage points improvement in close rate.

Sr. Director, Value Engineering & Go-to-Market Strategy

Joined Alteryx to lead and drive strategic initiatives that enabled the company to drive toward $1B in annual revenue.

I established the Value Engineering capability from the ground up and spearheaded the creation and refinement of VE team materials and methodologies, while partnering with the global sales organization to ensure successful implementation.

As part of the Marketing organization, partnered closely with demand generation and growth marketing teams to infuse value messaging into all phases of the customer journey.

Scaled the VE team globally as the organization experienced exponential growth, and contributed to driving business growth by engaging as a trusted partner with customers.

Director, Value Engineering

Alation

Alation built the top Machine Learning Data Catalog, highly rated as a leader by Gartner, Forrester, and Dresner Partners. 

Sales Strategy: Spearheaded the creation of a repeatable sales process that reduced the time to decision from 9 months to under 4 months. I trained Sales, Customer Success, and Sales Engineering teams to create repeatable "plays" that enabled new clients to evaluate complex technology with ease.

Customer Success Strategy and Enablement: Developed a repeatable customer deployment plan and trained our Customer Success teams to deliver and project manage the process. Defined value quantification, enterprise business case, and implementation KPIs to ensure renewals and client adoption. Created implementation best practices, ideal customer profiles, and delivered training for the entire company, with a focus on sales and customer success.

Sales Development: Created a territory strategy in collaboration with Marketing and Business Development teams that resulted in the successful creation of pipeline in the region. Onboarded and expanded new prospects and customers with renowned clients such as Blue Cross Blue Shield, Amherst Holdings, USAA, 21st Century Fox, Magic Leap, Express Scripts, and TechnipFMC.

Product Strategy: As a liaison between the VP of Product and Director of Professional Services, played a pivotal role in creating a feedback loop from customers to the product management and engineering teams, ensuring agile and customer-focused product development. Fostered relationships with key strategic partners to identify product gaps, which resulted in a product roadmap shift to support gamification of data stewardship.

Strategic Sales 

Cisco

Duo Security, owned by Cisco, protects organizations against data breach by making security easy and effective. In an industry full of network, endpoint, application, and data security products, they design security for people.

Responsibilities/Accomplishments: 

✓ Partner Relationships: Created relationships with new Direct Market Resellers, Value Added Resellers, Referral Partners, and Technology Partners in region to support territory growth. 

✓ Insights to Drive Revenue: Discovered inefficiencies in sales operations process and designed solutions to drive revenue. Advocated, deployed, and trained sales team on using automated prospecting solutions such as Salesforce.com integration with data.com, and tools such as Tableau and SalesLoft.

✓ Territory Management and Data Analytics: Created process for data-driven territory allocation to sales team using Tableau to analyze market opportunity and lead flow to strategically allocate the appropriate territory size and location. 
 
✓ Revenue Generation: Central region responsible for $5M in total sales. Attained 200% of quota in 2016. Developed 3x pipeline in the region for 2017. Awarded Most Valuable Player in first three months at the company.

Enterprise Account Executive

Tableau Software

Tableau is business intelligence software that allows anyone to easily connect to data, then visualize and create interactive, sharable dashboards. It's easy enough that any Excel user can learn it, but powerful enough to satisfy even the most complex analytical problems. 

Responsibilities/Accomplishments 
 
✓ Revenue Creation: Consistently reached 115-150% of sales goal. Quota: $1.2M-$1.5M. Promoted twice in three years (above average career progression).
 
✓ Professional Services: Recognized as leader in selling consulting services. With quarterly quota of $25,000, achieved 200% of services quota every quarter. 

✓ Partners: Effectively generated at least 10% of revenue through the channel. Leveraged Direct Market Reseller relationship to win strategic accounts. Spoke to sales team at Global Sales Kick Off 2015 on How to Win with Partners.
 
✓ Awards: Received President’s Award for top revenue generation in 2015. Ranked in the top 6% of salespeople in the company in revenue delivered.

The Mount Sinai Medical Center

Located in New York City, The Mount Sinai Medical Center is a 1171-bed, tertiary -care teaching hospital acclaimed internationally for excellence in clinical care. The Friedman Brain Institute focuses on neural injury and repair, cognitive function and neuropsychiatry. 

As an Officer for The Friedman Brain Institute, I was responsible for driving major donor fundraising efforts to advance its mission. My focus on relationship building enabled me to develop and maintain meaningful connections with New York's top philanthropists, including business executives and world-renowned physicians.

I grew my portfolio of major donor prospects and donors from 60 to over 100, with a focus on cultivating relationships with those capable of giving up to $1 million.

Through strategic planning and execution, I secured one-on-one in-person donor meetings, and effectively utilized these opportunities to establish and strengthen donor relationships for long-term support of The Friedman Brain Institute and Brookdale Department of Geriatrics and Palliative Medicine. My efforts helped to drive sustainable growth and progress towards achieving our philanthropic goals.

Development Officer, Major Gifts

Archstone

Nation's leading luxury residential retailer with locations in the most desired neighborhoods in the top cities in the US, including New York, Boston, Los Angeles, etc. Serving high-end clientele with a focus on white glove service after the sale.

Responsibilities/Accomplishments:

✓ Affordable Housing Program Management - Managed the applications, renewals, and compliance of the affordable housing program.

✓ Prospecting/Portfolio Management: Provide superior one-on-one service to portfolio of over 700 clients using Solution Selling. Cultivated corporate partnerships that produced $850,000 in revenue over six months.

✓ Closing Sales: Tailor closing technique to customer preferences to ensure the highest rate of final conversion. Close deals of $50,000+ on average. Closed four deals in first two days at a struggling location totaling $180,000.

Program Manager 

WHAT WE DO

🌟 We help you articulate and quantify your company's value proposition.
🌟 We harness in-house knowlege and research to tell your value story for each persona.   
🌟 We enable and empower your GTM team to speak the language of value.   
🌟 We partner with you to build and deliver business cases to close your top deals.

WHO WE WORK WITH

Technology or tech-enabled companies who want to pivot from a product feature/function conversation to a value/outcomes conversation.

👨‍💼 Chief Executive Officers
👨‍💼 Revenue Leaders
👨‍💼 Marketing Leaders
👩‍💼 Customer Success Leaders
👩‍💼 Sales Enablement Leaders

KEY CUSTOMERS WE WORK WITH

🌟 Pigment
🌟 Crisp
🌟 InterSystems
🌟 Scale Computing
🌟 Eleven Systems
🌟 K1X
🌟 Mediafly
🌟 Sphere
🌟 Triptych
🌟 Plastic Bank

CLIENT RESULTS

✅ Increase Win Rate by up to 20 percentage points
✅ Increase Deal Sizes by over 54%
✅ Achieve up to 70% open rates on prospect outreach
✅ Accelerate sales cycles
✅ Increase competitive advantage

HOW IT WORKS

Engage us to:

🔎 Articulate your value story.
🔎 Train the whole GTM team to tell the same story and gain value selling skills. 
🔎 Bring expert workshop facilitation and outside research to bring clarity through an outside perspective.
🔎 Create foundational value content to empower your GTM organization.

WHY IT WORKS

Our approach creates your CUSTOMER as the HERO. By clearly understanding their challenges and telling the story to achieve their intended outcomes, it is a win-win.

🏆 Thought Leaders in Enterprise Value for 30+ years
🏆 Neuroscience Based Methodology combined with the Power of Storytelling
🏆 Proven results in building impactful value programs

WHO IS IT FOR

☑ B2B Technology Providers
☑ B2B Solution Providers
☑ Financial Service Providers

READY TO TALK?

Email: amorley@geniusdrive.com

When I am not driving value adoption, across the enterprise, you can find me exploring the world of the arts. For fun, I took a professional floral artistry program and enjoy gathering the freshest blooms and making something beautiful. My favorite part is to give an arrangement as a gift! 

Growing up in Wisconsin, then moving to Florida, my happy place became the sunshine and the beach! I also learned to ski in the beautiful Tetons and am still working to claim title as an intermediate skiier. 

I look forward to connecting with you!

April Morley

Fernando J. Mora, Jr.

Vespa.ai

• Our unique approach to hybrid search + retrieval: (1) tensor formalism (preserving spatial + temporal + token-level data), and (2) inverted architecture (compute + scoring + ranking runs directly on data, at inference), is perfectly designed for Retrieval Augmented Generation (RAG), Agents, and various other multi-modal GenAI applications, delivering sub-millisecond relevance for billions of requests across the world, every day.
• Built inside Yahoo! to power search, recommendation, and personalization at web scale, Vespa.ai spun out in 2023 to power today's most advanced AI applications with the fastest, most resilient multi-modal retrieval engine for companies like Spotify, Perplexity, Taboola, Vinted, and many others.
• Founding Head of Growth (Sales + Partnerships), joining at Series A, responsible for building out our US business by generating revenue, acquiring new customers, and increasing market awareness for Vespa.ai's Retrieval Engine.

Head of Growth

First Round Capital

Invite-only group of top operators who have witnessed greatness in early-stage start-up building, providing mentorship and advising to Founders.

GTM Mentor (First Hires)

The GTM Circle

Invite-only network of today’s top Seed through Series D B2B GTM leaders.

Member (Partnerships + Enterprise Sales + RevOps)

Startup Growth Architects

GTM Advisor and Founder Coach to Seed Stage through Series B tech startups. Specializing in supporting technical Founders in the Data + AI/ML space.

Founder Coach + GTM Advisor

Yobi AI

• Yobi's Foundation Model of Behavioral Intelligence has been powering AI transformation in advertising by delivering 3X return on ad spend, and 60% lower costs, when compared to social & search.
• Responsible for growing our agency business by onboarding new partners and growing revenue within the largest advertisers in the world.

GM Revenue

• Yobi partnered with Microsoft + Databricks to assemble one of the largest consented behavioral datasets, to ethically democratize the development of advanced AI.
• Responsible for building the channel sales playbook by activating our strategic partnerships (Databricks + Independent Agencies) to onboard new customers and grow revenue with the most innovative companies in the world.

Sr. Director of Channel Sales

• Founding Head of GTM + Sales (Channel Partnerships + Enterprise Sales + Demand Gen), joining at Seed Stage (pre-Series A), responsible for building out our AI/ML and Cloud Partnerships + Enterprise Sales motion to drive revenue and new customer acquisition for a new AI/ML-focused product.
• Partnering with Founders to develop & release our training data for AI/ML teams, identify & recruit first paying customers, and find product-market fit.

Head of GTM + Sales (Founding AE + GTM Leader)

Arize AI

• Part of Founding Sales Team, joined at Series A, responsible for helping build out our Enterprise West Region (SoCal, Bay Area, PacNW, Mountain West), Strategic Segment, and Latin America Territory, by driving market awareness & demand, developing partnerships & alliances, acquiring new enterprise & strategic customers, and growing revenue.
• Arize ML Observability empowers the most advanced ML teams to quickly identify & resolve model issues (in minutes vs weeks), increase confidence in production AI, and prevent business losses due to poor model decisions that fly under the radar.
• Collaborating with Founders on scaling GTM motion via strategic narrative alignment & messaging, value engineering & framework construction, identifying repeatable sales motions & helping develop the sales playbook, and streamlining the buyer's journey.

Sr. Sales Director, Enterprise Lead (Founding AE)

RevOps Co-op

Member (GTM + RevOps)

Armory

• First Sales Rep in LA, joined at Series C, responsible for building out our West Coast Region (California, Oregon, Washington) & Latin America, by driving market awareness & demand, developing strategic partnerships & alliances, acquiring new enterprise customers, and growing revenue with our most strategic accounts.
• Armory provides Developers with a true GitOps platform with built-in guardrails (e.g. blue/green deploys, canary analysis, automated rollbacks, policy enforcement) and service ownership (e.g. automated infrastructure provisioning, progressive rollouts) to ensure stable releases with low failure rates.
• Collaborated with Founders & Exec Leadership on scaling GTM motion by developing disciplined sales process (qualification + discovery + evaluation + licensing), creating a sales enablement program, establishing a value engineering practice, and operationalizing & scaling sales success.

Sr. Sales Director, West Coast

Domino Data Lab

• Domino Data Lab is a virtual data lab built by data scientists, for data scientists, that empowers teams to increase their AI/ML output by centralizing & governing their work, automating version control, foster collaboration & reproducibility, and providing self-service access to data & compute.
• Collaborated with Leadership on scaling GTM motion by developing disciplined sales process (qualification + discovery + evaluation + licensing), creating sales enablement program, establishing value engineering practice, and operationalizing & scaling sales success.

Sr. Sales Director, Emerging Verticals

• First Sales Rep in LA, joined at Series D, Responsible for building out our Western Region (California, Oregon, Washington, Utah, Nevada, Arizona), by driving market awareness & demand, developing strategic partnerships & alliances, acquiring new enterprise customers.

Sr. Sales Director, Western Region

Denodo

• Denodo is perfectly positioned to capitalize on the explosion of data from all channels (e.g. cloud, web, mobile, device, IoT), the maturation of self-service analytics & data science tools (e.g. Tableau, Alteryx, Power BI, Looker, Qlik), and the emergence of big data & cloud ecosystems (e.g. Hadoop, NoSQL, Snowflake, AWS, Azure, Google Cloud).
• Collaborated with Leadership on developing best practices for demand generation, territory development, customer onboarding, revenue forecasting, and scaling sales operations, while growing annual recurring revenue in my regions by over 225% annually for 2 straight years.

Sr. Sales Director, Southwest & Latin America

• First Sales Rep in LA, joined pre-Series A, Responsible for building out our Southwest Region (Southern California, Arizona, Nevada) & Latin America, by driving market awareness and demand, developing strategic partnerships and alliances, while also acquiring new enterprise customers.

Sales Director, Southwest & Latin America

Founder Coach + Revenue Leader (Sales + GTM + Partnerships) with over 17 years of experience scaling high growth tech startups, from Seed Stage to IPO. 🚀

Primary focus has been company building (from 0 to 1), acquiring the first cohort of early customers, learning from their journey & feedback, aligning with product/eng to find balance between growth & run-rate, and achieving product-market fit. 🎯

This includes establishing repeatability in the enterprise sales cycle, 📓 scaling GTM motion + org, ✍🏽 establishing highly collaborative company cultures, 🤝🏽 and optimizing for long-term revenue + enterprise value. 💰

Specialty is in the machine learning 🤖 and AI infrastructure space.

taplio

The Battle

April Morley

Fernando J. Mora, Jr.

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