Sales Marketing

RAJ SARDESH U.S.

CITIZEN

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

415-***-**** (w)

650-***-**** (m)

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Professional Summary: 23+ years of experience in senior positions in product marketing, product management,

software development, IT project management and consulting from several leading companies, including, Sun Microsystems,

Oracle, Sybase, BEA and Ford Motor Company. Since 2001, Raj has been successful in consulting with emerging and established

companies in the U.S. and internationally. Some of his past clients include Microsoft, Sun Microsystems, SAP, BEA, PointBase,

Trilogy Software, AlphaBlox/IBM, Jaspersoft, Saqqara, Versant, PointBase, Full Degree/Amphire Solutions, Questra, Helmi

Technologies (from Finland), Opdex (from India), among others. Deliverables include market assessment, product strategy,

product benchmarks, marketing strategy, partner marketing strategy, marketing plans, product positioning, value proposition

development, sales tools, technical competitive analysis, ROI & TCO tools, collateral, sales/analyst presentations and lead

generation campaigns etc.

Principal and Founder, ProductMilestones, Inc. (www.productmilestones.com), 2001-

present Partial Consulting Client List

Microsoft (4+ years) Worked on 10+ projects with Microsoft. Captured client’s business

Redmond, WA requirements and created proposals to meet the requirements. Led and

worked

on a series of engagements, including, a complex TCO studies, hands-

on

benchmarking studies in EAI, ETL tools and data compression with a

technical

team (on our team) consisting of 5 people; Other engagements

include technical competitive analysis, sales tools and customer value

proposition in the areas of databases, business intelligence tools and

BPM. Deliverables include technical white papers, sales tools, value

proposition briefs, presentations, TCO calculators, and in-depth

technical analysis documents. Based on benchmarking results,

provided technical justification and advised client on new product

features (SQL Server and ETL Tools) that were necessary to effectively

compete in the marketplace. Go-to-project manager and worked with

client team consisting of product managers, software engineers and

product experts. Utilized complex features of Microsoft Excel on

various projects for project management as well as for TCO calculators.

Sun Microsystems (1.5 years) Led and worked on several engagements. Created a go-to-market plan

for

Menlo Park, CA reaching open source and non open source developers for Sun’s

networking

product.. Other engagements include a TCO study of Solaris X86

operating

system and TCO study of Solaris 10 upgrade. Based on customer

interviews,

deliverables included a white paper and a TCO calculator. Led

an engagement

to articulate Sun’s solution strategy for data warehousing/storage for

multiple

vertical markets. Also, worked on developer strategy for Sun’s

upcoming

networking appliance product.

Consulting Director of Java mobile and embedded database software provider. Created

product

Product Marketing (1.5 years, full time) positioning for its core products and created various sales tools,

including,

PointBase, Inc. Data sheets, authored four white papers, web content and created an

integrated web marketing campaigns targeted at software developers as

well as

business decision makers. Tracked the results of campaign using Web

Trends.

Worked with executives of the company, including the CEO.

ear) BEA Systems (6 months) Middleware software provider. Worked cross-organizationally with

senior

San Jose, CA management to conduct marketing audit of BEA Integration unit. Also,

created

product positioning of BEA Liquid Data.

SAP (3 months) Authored a white paper, “ Successful Mergers and Acquisitions:

Palo Alto, CA Aligning IT to Accelerate Post-merger Integration.”

Capricode (3 months) Conducted U.S. market entry assessment with focus on sales, marketing

and

Helsinki, Finland technology and support.

Helmi Technologies (1 year) RIA (Web 2.0) software toolkit provider. Conducted market assessment

and

Helsinki, Finland created go-to-market plan for its core product reaching developers in

the U.S.

Created product positioning, competitive analysis leading to

marketing collateral

and web content. Worked on new features specifications.

Netomat, Inc. (8 months) Mobile social networking software (Web 2.0) service provider.

Created

New York, New York new positioning, and launched end-user customer requirements

survey,

marketing campaign, brochure,

web content and created a revised partner presentation. Worked on

new feature

specification. Created go-to-market plan and collaborated on re-

launching their

product.

Full Degree (6 months) Product Information Content software and syndication (Web 2.0)

provider.

Palo Alto, CA Created go-to-market plan, product positioning. Worked on

competitive

analysis and pricing strategy and created web content, data sheet,

white paper

and product overview presentation. Worked with founders of the

company.

Opdex (8 months) Systems Management software provider. Conducted in-depth customer

Pune, India interviews to create business and technical feature requirements

documents.

Also prepared documents on integrating customer’s product with

partner

products. Advised client on the best approach to move forward for

their U.S.

market entry.

Questra, Inc. (4 months) Software provider of Intelligent Device Management (MDM)

solutions

Redwood Shores, CA provider. Conducted market assessment and crated technology

partnership

strategy with IBM.

Moober ( 6 months) Collaborative software and services provider. Created MRD and PRD for

Mexico City, Mexico their product based on Microsoft SharePoint.

Docease (6 months) Document management application software provider. Worked on PRD for

Palo Alto, CA their new product based on Adobe Acrobat and Microsoft Word.

Previous Experience

Director of Product Management/Marketing, Trigo Technologies, Brisbane, CA: 2000–2001

• Product Content Information Software and Syndication (Web 2.0) provider. Responsible

for product

positioning, pricing strategy, product demos, competitive analysis and sales tools (data sheets,

white papers,

web content, presentations).

• Launched version 1.0 (both SaaS and in-house versions) in the U.S. market.

Worked with end-user customers to understand their business requirements and worked with

professional

services on various implementations. Demonstrated product to customers. Utilized

salesforce.com system

for lead generation and follow-up.

• Created product requirements document (PRD) for the next release of the product.

Sr. Product Manager, Oracle Corp, Redwood Shores, CA: 1996-2000

1999-2000 -- Internet Platform marketing. Responsible for strategic marketing for the B2B market,

including product positioning, messaging, collateral, etc.. Presented on the Internet Platform at e-

Business Executive Forum seminars in front of 200+ prospects.

1998-1999 -- Business Intelligence Tools and Developer Tools. Responsible for product marketing and

campaigns for Oracle Business intelligence Tools--Oracle JDeveloper, Discoverer, Reports and Express.

• Supervised a product marketing manager.

• Created developer specific product briefs to be placed on Oracle Technology Network (OTN),

Oracle's outreach to developer community.

• Created an indirect channel marketing plan for Application Development Tools. Managed the

first Oracle off-the-shelf product, JDeveloper Suite, sold through Macmillan Publishing at Frys,

Beyond.com and Buy.com.

• Created marketing campaigns for Business Intelligent Tools for FY00; Created and executed

Business Intelligence for Baan campaign with a partner--deliverables included www.BIforBaan

campaign web site and training telesales; trained telesales on the Oracle8i/Discoverer campaign;

created the Analyze.com offering to target the Mid-size market.

• Created several marketing campaigns for Oracle developer tools. Tracked the ROI using in-house

tools.

• Played a key role in the Intelligent WebHouse marketing campaign that spanned Data

Warehousing and Internet platform teams targeted at technical users and developers. Co-created

the campaign vision and strategy. Deliverables included direct mail, web banner, e-mail blast,

Internet seminars etc. Led and co-created the positioning of business intelligent tools for e-

business that is in use for the Internet seminar and CVC presentation.

• Presented at seminars and presentations to end-user technical developers on Business Intelligent

tools, Tools overview, and E-business Intelligence. Audience was anywhere from 50 to 300

people.

• Participated in several trade shows where conducted product demonstrations to customers

• Created a marketing plan for market opportunities around Business Intelligence for ERP

packaged applications.

1996-1998 -- HP Business Unit. Primarily responsible for joint marketing with HP (Oracle’s #1 partner) in

Data Warehousing and High Availability.

• Responsible for product management, program management and partner marketing for

HP/Oracle products and programs.

• Created PRD for Oracle gateway for the HP platform.

• Led a team of 8 professionals on High Availability (HA) program spanning multiple

organizations within Oracle and HP. Includes product planning, positioning, program

management, and presenting vision to Oracle’s premier customers. Worked on getting executive

commitment for the program.

• Authored Marketing Requirements Document and Product Requirements Documents for Oracle

gateway.

• Worked in joint go-to-market plans around various Oracle products, including databases, data

warehousing, business intelligence and developer tools.

• Responsible for creation of a marketing plan and execution of programs with HP around Data

Warehousing. Led a competitive marketing campaign and Data Mart mid-market campaign with

HP.

• Managed a print and web advertising project ($500K) around data warehousing. The ad ran in

all major computer publications.

• Project managed and created content for “Oracle and HP: Leaders in Data Warehousing” CD-

ROM used as the fulfillment piece for the HP/Oracle joint advertisement. Authored “HP and

Oracle: Leaders in Data Warehousing” white paper featured on the CD-ROM.

• Led mid-market program around Oracle Data Marts with Hall-Mark and HP.

Included a product bundle, sales training and lead generation.

• Presented at several customer visits around HP/Oracle relationship, data warehousing and high

availability.

• Participated and presented at several trade shows such as DCI, HP World and Internet World.

Authored strategy roadmap for Oracle products on HP3000.

Created and implemented a pricing promotion for Oracle on the HP3000 on a worldwide basis.

Sr. Program Manger, Sybase, Inc., Emeryville, CA: 1994-1996

• In 3 weeks after joining, developed and delivered “Strategy and Product Update” training

program to sales force on Sybase Systems Management Tools and Sybase MPP.

• Managed, developed and delivered an international start-up subsidiary product sales training

program spanning all Sybase products for Sybase Australia, Korea, Brazil and Puerto Rico.

• Developed in-depth sales kits on PowerBuilder, System 11, Replication Server and Object

CONNECT for the Sybase Worldwide salesforce (distribution: 1500+). The kits included product

briefs, technical briefs and audio tapes. Received excellent reviews from the field.

• Sun Microsystems and Siemens Nixdorf picked up the System 11 kit to train their salesforce.

• Worked extensively with product and competitive marketing organizations across various

Sybase divisions for development and execution of training and marketing programs.

• Managed field participation for product launches on Interoperability, Sybase IQ and System 11.

Marketing Consultant, Motorola Corp., Phoenix, AZ: 1993-1994

• Through the Thunderbird Corporate Consulting Program.

• Completed a market entry study for Air Traffic Control Equipment to enter Vietnam and

Indonesia markets.

• Includes an in-depth country, market and competitive analysis, and a marketing strategy.

• Led a team of eight; presented results and recommendations to Motorola executives. Majority of

recommendations were implemented by Motorola.

Software Consultant, Intel Corp., American Express, Phoenix, AZ: 1992-1994

• American Express: Designed and developed financial applications for the American Express

Black and Platinum credit cards in Sybase/C/C++ at American Express. Conducted business

process engineering as part of the effort and wrote PRD and functional requirements.

• Intel: Designed and developed QA application in Sybase/C/C++.

• Applied SCRUM agile development principles as SCRUM master.

Sr. Software Engineer/Product Manager, Sun Microsystems, Milpitas, CA: 1989-1992

Sales/Customer Service (CRM) Applications Group.

• Conducted focus groups with domestic and international customers and created business

requirements document and Product Requirements Document (PRD).

• Designed and developed SalesDesk CRM application targeted at salespeople for lead generation

and sales/service quotations. Sybase/C/C++. System often mentioned in Sun Microsystems’

relationship with Sybase!

• Effectively led a team of five senior technical software developers.

• Applied SCRUM agile development principles as SCRUM master.

• Responsible for managing team, creation of project plans and management of deliverables

• Designed, planned, developed and implemented the system used in Sun sales office worldwide.

• Automatic service quotes reduced the turnaround from 4 days to 30 minutes!

• Worked with services marketing organization end-users for design specifications and to ensure

that changing product/pricing strategies map to processes in the system.

• Represented regional team to the international group spanning 3 regions worldwide.

• Received divisional “Star of Excellence” award and recognition from Sun executives.

Software Consultant, Ford Motor Company, The State of Michigan: 1984-1986

• Worked with customer to prepare business and technical requirement documents.

• Worked at Ford Motor Company, Dearborn, Michigan and the State of Michigan

Designed and developed applications in C/Unix. One application optimized the assembly

operations.

• Worked with the State of Michigan on interface to Facilities Management data and software

(Autocad).

Education

Master of International Management (May ’94)

The Thunderbird School of International Management

Thunderbird Campus, Glendale, Arizona. Emphasis: International Marketing

Rated one of the top ten business schools in International Management

Master of Science In Computer Science (May ’86)

New Jersey Institute of Technology Newark, New Jersey

(Teaching Assistantship - responsible for creating curriculum and

teaching Pascal, Fortran and Computer Organization courses to undergraduate seniors)

Master of Science In Mathematics/Computer Science (May ’84)

Indian Institute of Technology, Bombay, India

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