"Roberta was the first to recognize the opportunity for Association Marketing in the computer industry, and to develop the Qualitative Research techniques it requires. Her work since the mid-'80s has set the pace in this area."
David Liddle, Venture Partner, U.S. Venture Partners
Roberta Moore's Bio
Roberta Moore started Qualitative Marketing® in 1984 to help technology companies reach and serve businesses not reached through traditional channels. She specializes in best practices to increase adoption of new business solutions.
Roberta created strategies to help technology companies leverage their resources when entering new business markets. She builds market acceptance and motivates people to change their behavior by doing the following:
- Understands market dynamics.
- Works with market influencers to capitalize on these trends.
- Identifies new uses and business value for technology.
- Translates technology into the business language customers want.
- Develops sustainable and scaleable programs that leverage market entry and increase adoption of new business solutions.
Expertise
Roberta's market knowledge is extensive. She has conducted thousands of in-depth customer, partner, and influencer interviews for her clients. She is a quick study who's unique skills in pattern recognition and ability to see the big picture combined with her ability to make things happen, make her especially effective in identifying and developing new markets. Her specialty is in building programs and relationships that generate demand, create working partnerships, and increase sales for new and unknown products.
Roberta:
- Has more than 25 years experience developing best practices to bring technology to business markets.
- Has experience bringing most leading technologies to market early in their product life-cycle.
- Finds new markets and uses for technology, being especially effective with categories not yet established.
- Identifies trends accurately before they occur and capitalizes on them.
- Ensures alignment between all elements of the company's product, marketing, sales, and partner efforts.
- Holds extensive market knowledge. Industry experience includes banking, construction, defense, education, health care, insurance, manufacturing, oil & gas, professional services, real estate, retail, and telecommunications.
Results
Clients who have benefited include large companies, such as Microsoft and Toshiba as well as start-ups (at the time) such as Intuit and Top Producer. Here are two examples:
- In an early program for Microsoft, 56% bought or planned to buy and 87% were first time buyers.
- In another program, a Philips executive said her program, "achieved more than 22% of sales, with only 3% of their launch budget."
Roberta's a quick study who's unique skills in getting people to open up, combined with her ability to make things happen, make her especially effective in overcoming people's resistance to change.
According to Bill Machrone, Vice President Technology, Ziff-Davis Media Inc., "Roberta's techniques are a secret weapon for high-tech companies as they develop Vertical Markets."
Thought Leadership
As a subject matter expert, she's authored books, written articles, and spoken extensively on best practices for bringing technology to business markets.
- Her books include: Digital Handshake: Finding Revenue in New Relationships , How to Craft an Effective Software Marketing Budget. and The Do's and Don'ts of Technology Marketing.
- Speaking activities include: industry (COMDEX), higher education (Berkeley HAAS School of Business), association (National Association of Realtors)®, and television (Channel 36).
- Articles include the two-year: The Adoption of Business Solutions series for DM Review.
Corporate Experience
People who have worked closely with Roberta describe her as a visionary who is an insightful and charismatic leader. Roberta started her high-tech career as a Product Manager in 1983 after working in Accounting Information Systems during her graduate studies. Roberta's early Product Management and Sales experience led her to start a consulting firm that brought alignment to a company's product, marketing, sales, and channel efforts. Her experience includes:
- Founder & President, Qualitative Marketing, Inc. (1984 to present) Sold and delivered projects ranging from $5,000 to $1 million dollars. Managed business, employees, and projects.
- Director, SAP Labs (2006 to 2007) Conducted more than 400 interviews in the SAP ecosystem. Accurately identified trends affecting SAP's business and presented to Senior Executives.
- President (Volunteer), Lyceum Santa Clara Valley (2003 to 2004) Brought structure and processes for operations, leadership, and membership. Increased membership 80%. Got membership enrollment and seminar registration moved from a time-consuming manual process to an automated web hosted application.
- Marketing Consultant, Custom Solutions, Inc. (1985 to 1987) Developed the marketing portion of the business plan submitted to the Venture Capitalists. Funding resulted. Developed and implemented a focused and leveraged market entry strategy that increased the closing ratio three-fold and reduced the cost of sales by 70%.
- Senior Account Executive, Schuchardt Software Systems (1984) Sold more than 20% of company sales with an experienced sales force of 10. Gained company's first entree into Fortune 500 companies. Made or exceeded quota. Quickly promoted to Senior Account Executive because of performance although had no prior experience or training.
- Product Manager, Lassen Software (1983) Wrote system specifications and managed product development for a financial product still available today.
- Real estate investment and sales. (1978 to 1982) Purchased an apartment building. Obtained real estate sales license and represented clients in their purchase transactions.
Leadership Roles
Roberta joins, starts, and leads organization to further client's objectives while helping the organization accomplish its goals. Examples of this include:
- Member, Executive Committee, SilcWIT (2005)
- Founder and Executive Director, Revenue Optimization Council (2000 to 2001)
- Chair, International Telework Association's BRP Marketing Committee (1998)
- Founder and President, Software Publisher's Association Marketing SIG (1990 to 1993)
- Chair, Associated General Contractor's Computer Committee (1986 to 1987)
Education
- MBA program (IC), California State University, Chico (1982)
- B.S. Business Administration, California State University, Chico (1981)