Sales Manager

Ann L. Fiorelli

Market Analysis and Strategic Planning

***********@***.***

Phone: 972-***-****

VALUE PROPOSITION

• Drive strategic planning by conducting analysis and translating results into

recommendations and action plans for successfully entering new markets, adopting more competitive

go-to-market strategies and building long term revenue streams

• Keen ability to synthesize, analyze and interpret structured and unstructured

data from internal and external sources, spot trends and summarize complex information into a concise

high level view

QUALIFICATIONS

• Over twenty years management experience providing organizations such as

Jacobs Engineering, Carter & Burgess, Accenture and EDS with strategic insights and

recommendations for aligning offerings, sales and marketing strategies with marketplace dynamics and

helping to implement change

• Adeptly apply expertise across international markets and diverse segments,

such as technology, outsourcing, architecture, engineering, healthcare, energy, transportation, and retail

• Manage long-term projects and cross-discipline teams in complex, multi-

faceted environments, experience on the agency and client side of the business, deliver high quality on

time and in budget

AREAS OF EXPERTISE

• Primary, secondary, qualitative and quantitative market research

• Research design including methodologies and data analysis tools

• Customer, competitor, prospect and stakeholder intelligence

• Market sizing, demand assessment and Tier 1 prospect and market

identification

• Market segmentation and development of differentiated go-to-market

strategies

• Definition of key success factors, key performance indicators and service

gaps

WORK HIGHLIGHTS

Consultant, Proprietary Market Research and Analysis: Current

• Results of a comprehensive competitor analysis caused a Jacobs

Engineering sales team to refocus the scope of their bid to be more competitive, which enabled them to

win a multi-year, multi-million dollar construction management contract for one of the world’s largest

technology providers

• A segmented list of healthcare prospects based on a matrix of criteria gave

Jacobs Engineering’s healthcare group a jump-start for re-building their sales pipeline

Jacobs Engineering Group, Inc., Market Research Manager: 2006 – 2009

• Analyses of retail, healthcare, energy, aviation and smart growth markets

gave Building Division executives comprehensive and current perspectives, which allowed them to

develop annual plans more quickly and confidently than in the past and without taking their focus off

customers

• Prioritized prospect lists allowed sales executives to quickly and easily zero

in on budgeted airport infrastructure opportunities across the Department of Defense, prospects for

energy services across the U.S. and large water infrastructure projects throughout the State of

Washington

• Up-to-date insights about the impact of energy and technology on data

center design allowed senior management to adopt a more market-focused sales strategy before

committing high dollar resources.

• Detailed understanding of the integrated political, economic and business

structure in Dubai was critical to doing business in the Emirate and winning a multi-million dollar design

project

The Dallas Marketing Group, Senior Consultant, Principal: 2003 – 2006

Conducted proprietary research and marketing programs for clients in diverse industries:

• Analysis and presentation of composite markets was used by top executives

to facilitate discussions with board members of a half billion dollar manufacturer about the potential for

new product lines

• New insights about buyers and what they valued broke the barriers for

principals of a small technology services firm to get in front of prospects

Marketing Strategies, Independent: 2002 – 2003

• Correctly identified sustainability as a trend, worked with the North Texas

Chapter of the US Green Building Council to build membership and engaged architects and engineers

in discussions about using their work in sustainability as a competitive advantage before it became a

“must have”

Accenture, Senior Manager Marketing and Communications: 1989 – 2002

• Results from an array of market research programs; analyses of

competitors, prospects, emerging markets, wins, losses and industries were used by executives to grow

a multi-billion outsourcing practice:

Identified strategy for differentiating the company among a field of established competitors

Focused sales efforts on the right industry segments and toward a new set of C-suite level buyers

Facilitated decisions both to develop new markets and to forgo investing in new service lines

Enabled the firm to develop and market new BPO services, which they continue to offer, years in

advance of the competition

• Led marketing and communications strategy to drive take up of a new

software delivery model across the global organization, which saved the company $50 million dollars

over three years

Conducted global online survey of executives, which shed new light on what would compel them to

change and provided program direction

Applied end user and competitor insights to facilitate and write strategic plans and was the go-to

person for all content including media plans, messages, educational materials and presentations

Collaborated with marketing professionals throughout the company to promote the strategy

internally, to educate customers and to gain recognition by media and industry analysts as the

leader in the industry

• Led communications strategy and content development for a new service

line with a scope of work that had previously been handled by three communications professionals

Ann Fiorelli Resume – Page 2 of 2

• Developed a tool for assessing customers’ take up of technology and

defined a segmented sales approach, which the Global Financial Services Market Unit adopted for its

CRM sales strategy.

MTech (formerly ACS and acquired by EDS in 1988) Market Research Manager: 1982 – 1989

• The go-to-person for marketplace insights about customers, competitors and

prospects. Tapped by EDS to join their Finance and Insurance Market Intelligence team upon the

acquisition

EDUCATION

B.A., Communications; Graduate with Distinction, The University of New Mexico, Albuquerque, N.M.

OTHER

Founder DFW American Marketing Association High Tech Special Interest Group; past president Richardson

Development Center Foundation Board and co-creator of the Annual Southwest Fantasy Football fund raiser,

now in its fifteenth year, led high tech fundraising campaign for Easter Seal Society achieving the highest

participation rate of all industry segments, former director Texas Discovery Gardens, instructor for the Center

for Nonprofit Management and volunteer for Scottish Rite Hospital and Committee for Foreign Visitors

Ann Fiorelli Resume – Page 2 of 2

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