Customer Service Sales

LAURENCE R. SIEDMAN

Perrineville, NJ *****

http://www.linkedin.com/in/larrysiedman

H: 732-***-**** *****@*******.*** M: 732-***-****

SENIOR OPERATIONS EXECUTIVE

Sales Pipeline Management Marketing/Sales Lead Management Staff Alignment

Customer Acquisition & Retention Call Center Management Order Entry Optimization

Forensic Sales Analysis Strategic Business Reporting Application Support Quality Control

Extensive leadership experience in sales operations technology and strategic project management. Proven

success in delivering innovative CRM solutions, defining process improvements, and integrating new

technologies that consistently improve customer communication and retention, enhance drill-down

reporting capabilities, increase sales and eliminate redundancy. Recognized for expertise in developing

and leading cross-functional teams focused on sustainable change initiatives that yield significant

improvements in sales execution, NOI contribution and operational efficiency. Six Sigma Green Belt.

PROFESSIONAL EXPERIENCE

Elsevier, New York, NY

Sr. Director, Marketing Effectiveness and Operations (6/2014 – present)

Lead a team of 7 direct reports and offshore team of 5 providing Marketing support for Contact List

Management, Lead Pre-Qualification, Analytics, and Reporting.

• Leveraged SharePoint to develop Vendor scoring for Contact List management

• Redesigned Lead loading process to shorten cycle time from 5 days to 24 hours

• Improved Marketing financial budget reporting process to provide improved visibility to

departmental allocations

• Launched a CRM program to drive expanded use of CRM functionality and generative better

metrics of the customers experience

McGraw-Hill Financial, New York, NY 2000 – 12/2013

Sr. Director, Global Customer Information (2007 – 12/2013)

Lead a team of 8 direct reports providing application support for Aviation Week, McGraw-Hill

Construction, Platts and a Global Customer Operations division using Oracle OnDemand, Call Center

OnDemand, SharePoint, Symon Server, CentreVU AlertSite, Cogix, Lead Routing Database, Informatica,

and WebEx Training & Support Center. Analyze and identify problems, define new and improved

processes, and oversee build, delivery and implementation of solutions that improve user experience and

meet business needs. Interface extensively with senior-level sales, marketing and operations executives.

• Developed a CRM optimization vision for McGraw-Hill and aligned departmental projects to

enhance customer experience and improve tracking, monitoring, measurement and execution of key

steps in the customer value stream.

• Created process, procedures and reporting to drive Sales/Support team’s adoption of CRM platform.

• Served on numerous technology, staffing and operational Lean Six Sigma BPM (BlackBelt,

GreenBelt and Workout) projects, resulting in $7M+ increase in revenue, $1.8M in cost reductions,

and $3.7M in NOI contributions.

• Demonstrated ability to apply fundamental understanding of the sales process, strategic business and

marketing objectives, and executive-level sales administration business needs to identify and

spearhead numerous CRM enhancement projects, including: Enterprise Pricing Management,

MCGRAW HILL FINANCIAL (continued)

Discount Approval Tracking, Strategic Accounts Intelligence Tracking, Opportunity Object Pre-Call

Meeting Planner, Market Intelligence Information Gathering, Contract Workflow and Renewal

Process Optimization that resulted in reduced cycle times and improved customer experience.

• Led pilot programs to test market effectiveness of new technologies, including Point-of-Sale (POS)

credit card processing for Inside Sales and “Click Agreements” electronic signature service contracts.

• Established global productivity reporting for Executive GCO leadership.

• Designed, developed and supported SharePoint sites to manage Sales & Marketing Collateral,

Contract Repositories, Financial Reporting and Global Customer Operations data.

• Analyzed sales data and key performance metrics and provided reporting packages and dash boards

for sales and marketing departments.

Sr. Director, Global Customer Operations (2006 –2007)

Managed a global Technical Support team of 5 direct reports with additional responsibility for 38

employees supporting customers in North America, EMEA and Asia. Implemented best practices and

metrics to centrally capture, monitor and improve customer experience within the CRM platform.

• Instrumental in planning and executing centralization of Order Administration, Technical Support,

and Customer Service operations across three lines of business to create a Global Customer

Operations organization.

• Integral member of team that identified, selected and integrated a Philippines-based BPO partner;

spearheaded development of formal processes and procedures to support outsourcing transition and

ensured vendor adherence with SLA, KPI’s and CSAT through the transition and beyond.

• Created processes leveraging the CRM platform to help facilitate and better manage off-shored work,

including tracking mechanisms and automated workflows for issue escalation between on-shore and

off-shore teams.

Director, Technical Support (2002 – 2006)

Manager (2000 – 2002)

Managed a team of 3 direct reports with additional responsibility for 30 employees. Coordinated the

planning, project management and delivery of customer-facing technical support services. Collaborated

with senior management to define parameters on system enhancement, process improvement and data

reporting projects.

• Created and delivered a staff restructuring solution to reduce operational costs and improve customer

experience.

• Developed automated capture of Call Center KPI's and CSAT metrics used as part of employee

evaluations and to identify performance and market trends.

• Automated systems and processes to route customer email interactions to call center agents.

• Established a standard document posting taxonomy for customer FAQ's and internal processes and

procedures.

• Spearheaded adaptation of the "Think Customer" initiative; enhanced employee technical and customer

service skills training, executed process improvement programs and empowered employees to

effectively resolve issues.

• Utilize captured customer intelligence data to execute predictive modeling for product enhancements

and improvements to product and technology.

• Served as Business Unit Project Manager for deployment of Oracle OnDemand CRM system.

LAURENCE R. SIEDMAN

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MR&S, Manalapan, NJ 1993 – 2000

Director of Technical Services

Functioned in a multi-faceted position responsible for developing and implementing processes, standards,

and procedures to support sales and account management, assembly, engineering, technical support and

returns departments. Directed a staff of 20 direct reports in a variety of IT and manufacturing disciplines.

Executed operational reporting and served as a senior member of the Audit Team for company’s ISO 9000

quality system. Provided technical support for network, telecom and IT infrastructure.

• Developed and implemented Assembly quality standards, designed a Quality Control database, and

instituted first formal procedures for Technical Services, Tech Support, Customer Service and RMA.

• Implemented multiple processes to increase team productivity and improve quality control.

• Standardized and automated document control procedures.

• Created and administered corporate Intranet site.

Previous Relevant Experience:

hardware design, field engineering, technical support and sales, and product development and testing.

EDUCATION

Business Major, Brooklyn College, Brooklyn, NY

A.A.S., Dental Laboratory Technology, New York City Technical College, Brooklyn, NY

TECHNICAL SKILLS

Oracle OnDemand; Contact OnDemand; CentreVU, Eloqua;

SharePoint; MS Office, Visio, Project, Access; Adobe Captivate;

Avaya CenterVu; Cogix; WebEx; Powersteering

PROFESSIONAL DEVELOPMENT

Computer Technology, Control Data, New York, NY

(800+ hours of self-paced, individualized instruction)

McGraw-Hill Companies, Strengthening Our Mentoring Culture Phase 5 Participants

Leadership & Communications Skills Development (AMA), Leadership Foundations, DDI)

Change Management (Tufts University) / Situational Leadership (The Core)

Sales Skills (Huthwaite)

CERTIFICATIONS

Six Sigma Green Belt / Workout Facilitation Certification

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