The UNDRSTND GROUP TEAM

The founders of UNDRSTND have decades of combined operational experience in corporate development, sales, product marketing, marketing communications, professional services and mergers and acquisitions.

We can improve your growth and profitability with solid advice and innovative programs that efficiently accomplish your goals and increase the valuation and attractiveness of your organization in the market and to potential investors. Every UNDRSTND Group partner has served in C level positions in leading software and services companies and together they have been responsible for over $300mn in value of acquisitions of software & services companies and in excess of $2bn in exits.

Welcome! This is our dedicated Team. Did we say that we would love to work with you? So dont be shy, get in touch!

Martyn Christian

Martyn has spent the last 25 years as a thought leader and visionary in marketing and product portfolio strategy for leading global software & solution companies including his roles as CMO at FileNet Corporation, IBM’s Enterprise Content Management Division and Kofax Ltd. He has led the development and implementation of market-defining corporate strategies, market entries, and acquisitions and exits in both North America and Europe and has also run sales and marketing operations for infrastructure and application software business units globally. A veteran of the digital content and business process management markets, Martyn helped grow these markets through his work with AIIM where he was Chair from 2005-7.

He has in-depth “transatlantic” experience in major growth initiatives including implementing IBM’s best practice for lead generation, acquiring market-leading European software companies and launching major brand initiatives including IBM’s Smarter Planet campaign.

He is an accomplished public speaker on the topics of corporate positioning, product strategy and marketing leadership and is a guest speaker at UCLA Anderson and USC Marshall Schools of Business.

In addition to being a Managing Partner of UNDRSTND, Martyn is currently Non-Executive Chairman of privately held TrackerRMS, a SaaS CRM solutions company based in UK & USA. Martyn has a BA in Business Studies from Coventry University and shares his time between homes in London and Laguna Beach, Ca.

Brent Bussell

Brent is a 30+ year high-tech sales and marketing veteran with 20+ years in leadership roles. He has spent the last 19 years in the Enterprise Content Management (ECM) industry leading global sales and marketing organizations and initiatives for both FileNET and IBM. Brent has particular expertise in uncovering and positioning the value of a wide range of ECM Solutions for large corporations around the world and is a frequent speaker on this topic. He is also known for successfully driving comprehensive sales and go-to-marketing change initiatives having worked with industry leading consulting organizations to plan and implement programs to transform sales models, organizations, messaging, training and individual sales productivity. Brent has significant experience in M&A efforts having played a key role in the strategic planning, due diligence and integration of a number of acquisitions over the past 10 years. Brent has a BA in Computer Science from the University of Texas at Austin and resides in Dallas, TX

Michael Burzynski

For the past 15 years, Mike has worked with some of the software world’s most innovative companies helping them focus their marketing efforts to take advantage of their product and market strengths. He has developed and implemented global marketing strategies that include: market research, product positioning, press and analyst relations, channel development, new product development and evaluation, test marketing and go-to-market planning. In addition to developing marketing programs, Mike has been responsible for the concept development, design, copywriting, and production of a variety of the materials required to support the programs he created. Mike’s clients have included: Access Sciences, Cadence, Cimage Novasoft, EMA Design Automation, IBM, Imagine Media (Maximum PC and Business 2.0), Kodak, Kofax, KPMG Peat Marwick, Microsoft Great Plains Business Solutions, Vega ECM, and others. Mike has an BA in communications design from the Rochester Institute of Technology and resides in Southern California.

Thomas S. Senger

Thomas is an IT Executive with significant international sales leadership expertise and a proven track record to spearhead, deploy and execute business strategies. Having lived and worked in EMEA, Asia Pacific and the U.S., Thomas has established proficiency in turnaround management including mergers, acquisitions as well as divestures at both larger companies as well as start-ups.

From 2008 until 2015, Thomas held the position of SVP Software and Solutions at Kofax where he transitioned a purely channel-oriented business into an industry leading Enterprise SW play, setting benchmarks for robust sales growth and profitability. Prior to Kofax, Thomas held several international management positions at HP Software, Peregrine Systems, Realtech, Siemens Business Services, Oracle and Nixdorf Computer.

In addition to being a co-founder and Managing Partner of UNDRSTND, Thomas serves as Operating Partner to a Private Equity firm and as Non-Executive Director and advisor at privately held companies. He currently lives in Frankfurt, Germany.

Dave Caldeira

Dave is an experienced enterprise software executive with over 25 years in leadership roles. For the past 16 years he has held executive positions in Product Strategy, Product Management and Product Marketing in leading Enterprise Content Management (ECM) companies – FileNet Corporation, IBM ECM Division and Kofax Ltd. His focus has been building platforms that help customers digitally transform their businesses and deliver compelling content-centric solutions.

Dave is a pioneering in driving process-enabled content platforms and was part of the team that launched the market-leading ECM Platform, FileNet P8 in 2003. After IBM acquired FileNet in 2006 he built on P8’s success and created IBM’s Advanced Case Management (ACM) strategy that led to the launch of IBM Case Manager. In 2014 Dave joined Kofax as SVP Product Marketing to drive their digital transformation strategy built around Kofax TotalAgility. He helped expand TotalAgility to include advanced analytics, Robotic Process Automation (RPA), eSignature and Customer

Communications capabilities creating one of the most comprehensive digital business platforms in the market.

Dave is a strong technologist with deep background in Content Services, BPM, AI, Cloud Platforms, Mobile, Analytics, RPA, CRM and Customer Experience Management solutions. He also has significant experience in building and launching industry specific solutions in key markets such as Financial Services, Insurance, Healthcare, Government, Manufacturing, Distribution and Retail.

Dave holds a BS in Engineering from the University of Connecticut and lives in Irvine, CA

Deborah Biscomb

Deborah has over twenty years international experience in market leading global software and solution organizations, leading marketing teams in companies such as Adobe, IBM and Kofax. She is customer focused, results driven and creative with strong organizational and interpersonal skills. Having managed multiple marketing teams through a range of acquisitions she is an expert in change management and proven leader with a desire to achieve and ability to deliver.

A dynamic Marketing Director experienced in B2B technology including software, services and cloud/SaaS, she focuses on the initiation, development and implementation of effective marketing strategies that maximises ROI and drive profitable sales revenue into high growth market opportunities.

Having worked for both large corporates and small companies, she understands how to build and implement strategies and programmes from both a demand generation and brand awareness perspective to achieve the desired business outcomes, turning ideas into reality.

Simon Boardman

Simon is an experienced sales and marketing executive with significant operational expertise in sales and marketing strategy, business development, strategic alliances and lead generation best practices.  He has worked for enterprise software and services companies in the USA and Europe including Data General, Inteco (acquired by Gartner in 1999), Covente Inc. and Eagle Creek Software Services. He is best  known for his work in pioneering the B2B lead generation space as the founder of Covente, a full service lead generation and digital marketing agency with clients including IBM, SAP and PeopleSoft, where his commitment to combining  best practice and a new wave of emerging sales and marketing automation platforms  created a visionary, market leading brand that delivered proven ROI to clients large and small.  Simon focuses on helping companies build their sales pipelines by identifying their brand promise, defining their value proposition, clarifying their go to market plan and then ensuring a rigorous and disciplined approach to the execution of their demand creation tactics.

Simon has a BSc, in Economics for the University of Bradford, is an opinionated blogger on a variety of topics (http://outsourcemag.com/opinion-look-away-look-away-look-away-euroland/) and is based in Atlanta, GA.

Christina Lim

Christina’s credo is “Advancement begins at the end of our comfort zone” and this belief pervades her professional career as she thrives in dynamic, rapid-paced and challenging environments. An accomplished business executive in the Information and Communication Industry for the past decades, Christina is well versed in turnaround management and post-merger integration in the Asia Pacific and European markets. Her role as SVP Business Control for Siemens Mobile provided her with an excellent platform to integrate business functions within highly diverse and complex operational landscapes

Christina’s strength is simplifying business intricacies and shaping a high performing work culture, evidenced by her track record in leading highly successful cross-functional Sales and Marketing organisations worldwide.

Since her relocation to Frankfurt in 2006, she has expanded her focus to include interim management consultancy and advising venture capitalist and private investors.

Christina is fluent in English, Mandarin, Malay and German and possesses a Bachelor of Arts in Economics, Philosophy and Statistics from the National University of Singapore.

Allen Carney

Allen has over 35 years of experience leading the marketing and sales of B2B technology. Allen has held executive roles as VP Product Marketing for Kofax, CMO for 170 Systems, CMO for NMS Communications, VP of International Marketing for Lotus Development Corporation, and VP Of European Operations for Atex. His operational experience includes the development and implementation of go-to-market strategies, including buying center selection, messaging and positioning, program development and execution, evangelism and content development.

Allen has an executive MBA from Babson College, and a BA In French from Yale College. He speaks fluent French and Spanish. He shares his time between homes in Boston and Martha’s Vineyard.

Karl-Martin Haaf

Karl-Martin is an experienced sales, marketing and channel professional who has significant experience in building channel, alliance, go-to-market and partner programs on a global scale. He has worked for systems and software companies for over 20 years and was instrumental in launching HP’s global channel programs in both Commercial Sales and Strategic Alliances working with partners like SAP, Accenture, BearingPoint, CSC and EDS. More recently Karl-Martin has consulted with software and solutions companies in analytics, collaboration, systems management and risk management to optimize their go-to-market and solutions delivery for both Cloud and On-Premise capabilities.

Karl-Martin has a degree in Business Economics and Information Technology from Stuttgart University, is based in Germany and travels globally to support customers in Europe, Asia and North America

Amy Smith

Amy is the Managing Director of UNDRSTND Digital. She brings considerable experience in demand generation to lead a team of digital marketing experts who provide brand strategy, inbound and outbound demand generation planning and execution with programs designed to maximize marketing Return On Investment (ROI) and Return On Experience (ROX).

With extensive strategic knowledge and industry expertise in leading demand generation campaigns, Amy has established a successful twenty-five year career as a dedicated and efficient leader, mentor, and marketer. Her passion for partner and customer success has created lucrative lead generation programs, Account-Based Marketing (ABM) strategies and global marketing campaigns for companies such as Filenet/IBM, Ingram Micro, and Kofax/Lexmark. She has managed the development of multiple motivated and loyal teams––inspiring them to perform at their best. 

A graduate of Cal State University-Fullerton, Mihaylo College of Business and Economics, she has a BA in Business Administration with an emphasis in Marketing and Advertising.

Doug Miles

Doug has over 30 years experience in marketing roles in software and most recently spent 11 years at AIIM, the Association for Information Management practitioners and vendors, where he ran European operations before becoming VP of Market Intelligence. He produced over 60 of AIIM’s keynote market survey reports on a wide range of topics related to information capture, big data and analytics, enterprise content management strategies, image and document management, information governance and records management, Microsoft SharePoint, and solutions for mobile, cloud, and social business. Prior to AIIM, Doug held executive positions as a user and as a solution provider responsible for a broad spectrum of IT applications including CAD, ERP, BI and CRM including roles at Infor and British Telecom. Doug has a BSEE degree from University of Southampton and an MSc. in Telecommunications from the University of Essex and resides in Worcester, UK

MIKAEL WIPPERFELD

MIKAEL is a software executive with over 25 years of experience in Marketing, Product Management, and international business development with a focus on go-to-market strategy development/operational execution, and sales enablement in the US and German IT technology space. Mike has led these functions in larger organizations including HP, Informix, Sybase, Ascential Software, SAP, and Iron Mountain Digital as well as several start-ups with a focus on accelerating time-to-market and time-to-revenue.

The past 10 years have been spent working with US and German software/service companies looking to enter their respective alternate geographies. Mike also has a collaborates with the German Accelerator-Life Science (digital health) and – IT in supporting and guiding German technology companies into the US market. Projects have included positioning and go-to-market workshops and story development, setting up operations in the US, taking over sales and business development activities in the initial phases of entry, and a programmatic approach to partner eco-system development.

Mikael resides outside of Boston, MA. , spending over 40% of his time in Europe (DACH, UK, and Benelux).

Willem Ooms

Willem has spent the last 25 years focused on building value in small & medium sized businesses. He has extensive international experience having earnt his degree in Business Economics in Europe and has worked in the USA and on global projects for years.

Willem is a Certified Public Accountant and has also obtained valuation credentials. He has performed Chief Financial Officer roles in a number of companies on a full time and interim basis and owns and operates his own CPA firm focusing on small & medium sized businesses and their owners.

Willem has significant experience in preparing companies for sale and guiding them through the exit process including the sale of Snapware Corporation. Willem is the Co-Founder of Sector Logic an investment management and research company headquartered in Southern California and also has been a board member of a number of companies in the Orange County area.

Willem lives with his family in Laguna Niguel, Ca.

Pete Jakob

Pete Jakob is a Digital Marketing expert who is renowned for driving marketing change linked to improved business results. Pete has led major transformational initiatives for  global players in Information Technology, Telecommunications and Financial Services and provides executive coaching and mentoring to sales and marketing leaders to help them navigate their own change projects. Pete spent 28 years at IBM including roles in marketing automation, digital marketing, contact database strategy, lead nurturing, telemarketing and sales/marketing alignment and has a proven track record of operating at all levels of a business including C-Suite.

Pete has a BSc. in Electrical Engineering and Physics from Loughborough University and resides in Hampshire, England with his wife and three daughters.

Marlon Gallimore

Marlon has a strong track record in developing game-changing strategies and managing multiple projects in digital marketing, sales development, demand generation, call & email campaigns for Teradata, IBM and a number of startup and early stage firms. He is a self-starter, skilled in the design and implementation of innovative programs to drive sales, improve ROMI and build competitive advantage. Marlon has managed highly complex projects on budget and in a timely manner. He has Spearheaded change initiatives to improve sales performance and lead demand generation & sales development strategies.

Marlon is an energetic problem-solver. He can define the way forward for both startups and established brands facing marketing and sales challenges. Marlon received a BS degree in Organizational Behavior (magna cum laude) from National University. He studied Psychology at the University of Illinois and is a graduate of IBM Global Sales School.