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

Cuvama

Cuvama is the Customer Value Discovery platform guiding Sales & Customer Success with your unique value proposition to uncover pain, sell outcomes & reinforce success.

Customer Experience Lead

First employee at Cuvama. Proudly built its foundations and run the day-to-day operations to keep the business running. I’ve started and built Marketing, Product & QA engineering, Delivery & Customer Success. 

I continued to lead all marketing efforts as a 1-person marketing team:
✔ Website and social media
✔ Content marketing
✔ Demand generation
✔ Sales enablement
✔ Customer marketing
✔ Martech, graphic design, events, market research and more!

Having understood the ins and outs of the business, I’m now focused on defining and delivering the Cuvama customer experience. We're scaling the company to the next level!

Marketing Lead

mgpricing

As a Monetization Strategy Consultant in a 5-person boutique consultancy, I specialized in helping B2B SaaS companies realize their monetization potential through better value-based pricing & selling. After repeatedly solving the same problem-set, we took the plunge and wrote our first lines of code in 2021 and Cuvama was born.

I've worked with companies across diverse industries and varying sizes, guiding them through the transition to a subscription pricing model or refining their existing strategy amidst evolving business landscapes. I analyze market dynamics and, in collaboration with internal teams, utilize product and customer data to craft targeted monetization strategies aligned with clients' specific business objectives.

After repeatedly solving the same problem-set, we observed that the biggest obstacle to realizing the revenue growth and valuation potential of SaaS companies was the lack of customer value management infrastructure. Then Cuvama technology was born and the company was rebranded.

In addition to my role as a consultant, I lead the company's marketing efforts. Most notably, I've been instrumental in guiding the team's transformation from a pure consultancy model to a hybrid blend of consultancy and technology, and further towards a focus on pure technology, We officially transitioned from mgpricing to Cuvama in January 2022, and I take pride in the extensive work that went into that.

Strategy Consultant

CDK Global (International)

New Markets Role - Responsible for looking after business opportunities in new market segments. Focus is on understanding the pain points, needs and requirements for new marketplaces and engaging with early opportunities and prospects. Activities included secondary and primary research, opportunities recommendation and early customer engagement.

Product Marketing for APAC Region Role – Accountable for coaching and working along the in-market product marketing team to understand the needs, requirements and opportunities in the APAC region. Activities included Segmentation, Value Prop, Pricing & Packaging of New Products; Requirements Gathering and Go-To-Market initiatives.

Product Marketing Manager

Rotational graduate scheme designed to enable maximum exposure to core business areas to shape the direction of my future career thanks to a rounded understanding of the business. 

First Rotation – Product Management, SP - 6 months
Involved in the business as usual of the Product Management team, working hand by hand with R&D. I developed my skill set as Product Owner using the JIRA toolset in a Scrum environment (Agile framework). I created User Stories and I produced Investment Proposals.

Second Rotation – Support, SP - 6 months
As local project manager of an international initiative I piloted and adapted a new tool related to SalesForce. Key international and local relationships were built to educate on the new streams and means of work. The project was closed after ensuring adoption of the tool in the business as usual and achieving the targeted satisfaction rates.

Third Rotation – Business Change Management, UK - 6 months
Project that linked the organization’s strategy to its operations and organizational design. I worked closely with senior leaders in the business, including VPs and Directors, to better align the company structure and vision to the market and forecasted future.

Fourth Rotation – Product Marketing, UK - 6 months
Borderline role between the sales and marketing teams across more than 15 countries that provides me the complete perspective of the global portfolio. I had the chance to deep dive in our customers`pain points to later develop materials to be used in marketing comms. 
Additionally, I have been involved in a consultancy project designing the future strategy of the company.

International Graduate Development Program

Telefónica

Involved in a data monetization project in the Consumer Mkt Group. Focused on researching customers’ and businesses’ needs, product development, customer experience and go-to-market; all coordinated with different business lines and countries (Spain, UK, Germany, Brazil and LATAM)

Marketing Intern

Bosch

Incorporated as a member of the logistics team to track the material flow along the supply chain using SAP and in collaboration with several departments such as the goods receipting, production planning, engineering, manufacturing, quality, packaging and warehousing.

Logistics Intern

Market Logic Software

Marketing research analyst job at Market Logic Software in Berlin successfully combined with my studies. Worked for the market research software company as market analyst to investigate on customer insights by consolidating customers' purchasing drivers to guide creative marketing.

Marketing Research Analyst

Building Cuvama

Multilingual software B2B User and Customer Experience & Marketing hybrid professional with the attitude and skills to add the most value in early stage and high growth situations. 

In short, I ❤️ tech, passionate teams, sustainability, traveling and languages.

Strong on strategy definition & delivery, stakeholder management, customer relationships, project management, value proposition storytelling and enablement. I have a proven history of working in B2B technology companies in the areas of marketing, product marketing, pricing, sales, product management and customer success. 

Very culturally aware, I have traveled extensively and lived in multiple European countries, US, and China - made the UK my home now. The ones who know myself well would say that I’m an observer, listener, analyzer & strategist, and doer. 

I follow my passions having studied a Sustainable Cities MSc at King's College London, collaborated with food and housing sustainability projects, and led a sustainable cities Think Tank virtually.

taplio

The Battle

April Morley

Leyre Iniguez

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