Mastering Go-To-Market: Nailing New Product and Segment Selling

Whether you are launching a new business, entering a new market segment, or selling into a new region or country, creating a go-to-market strategy with the flexibility to react to customer/market requirements is critical. Alignment between sales, marketing and product is crucial in capturing product/market fit and building repeatable processes.

Learn from our panel of cross-functional experts as they share their experiences, successes and lessons learned to address the following 3 learning objectives:

  1. What goes into developing a go-to-market sales strategy and finding product-market fit.
  2. How internal groups need to collaborate to achieve go-to-market strategy execution success.
  3. What you need to keep in mind and communicate in order to build the foundation for a repeatable go-to-market sales process



6:00 to 7:00 – Networking hors-d’oeuvre & refreshments

7:00 to 8:00 – Panel discussion with Q & A from the audience

8:00 to 8:30 – Networking & Wrap-up



1. DAVID MERRILL – Partner, Techcxo

As an interim, fractional or consultative CSO/CMO, CEO or COO, Dave Merrill creates and implements plans to increase recurring revenue and margin for his technology-based clients, particularly those in FinTech, SaaS and Data businesses.

Among his career highlights, Dave served as Managing Director for Investech, focused on Investment Risk Management and Analytics solutions. Investech was acquired by Accenture. Dave was also CEO of FinAnalytica. He led this innovative SaaS, multi-asset class portfolio risk and analytics company to profitability while accelerating revenue by over 400%. FinAnalytica was acquired by FactSet.

Dave was also Chief Client Officer, Head of Sales and Client Operations for NYFIX. He rebuilt and restructured client organization globally from the bottom up for this $100M-plus business. At Style Analytics, as Managing Director, he fully structured the client-facing organization and market positioning of this global, factor-based portfolio analysis and communications SaaS business. Other leadership positions included Managing Director, Americas for Moody’s KMV; Managing Director, Global Operations for Omgeo; and Director of Sales and Market Development at Thomson Financial Services.Dave received is B.S., Business and Marketing from the University of Rhode Island.

2. JUSTIN BOUGHER – Vice President Product, SiteSpect

Justin Bougher is the Vice President of Product at SiteSpect overseeing product management, product marketing, and UX. Previously, he was in charge of various products and services at leading e-commerce and media companies such as and TiVo (formerly Rovi).

Justin holds an MBA from the MIT Sloan School of Management and a Bachelor of Science degree in Electrical Engineering from Tufts University

3. MARY ROGUL – Vice Present Sales Strategy & Engagement, Crayon

As VP of Sales Strategy & Engagement at, Mary Rogul is responsible for driving the mid-market and enterprise sales teams for Crayon, with a focus on sales hiring, training and developing a world-class team of account executives.

Mary brings to the position a successful track record of more than 20 years that includes high-profile sales leadership expertise and recognized sales achievements in the B2B high-tech, healthcare, and financial services industries.

A frequent speaker and panelist for Women in Sales Leadership and Women in Tech, Mary specializes in formal development and execution of strategic alliances and programs that add significant value to the customer relationship.

Prior to joining Crayon, Mary advised most recently to global enterprises to dive deeply into platform alignment, implementing strategic software and service initiatives with Cerner Healthcare and Pricewaterhouse Coopers, LLP. The major contributions within these assignments are nurturing key relationships and engendered strategic partnerships that led to a much deeper understanding and support of their overall business initiatives.

Mary joins the Crayon executive team as a HubSpot alumna (2009-2015) and was part of the Enterprise Sales Scale-Up from 2011 through the public offering in 2014.

Moderator: BOB LEAPER, Principal, & @leap100

Over his 35-year career in the global Financial Services industry, Boston ESF team member Bob Leaper has set and communicated business strategy, executed sales and marketing tactics, and gained strategic alignment across clients, cross-functional staff, and executive management. Bob has worked for or consulted for more than 20 start-ups over his career. He established an independent business development company working with a wide range of technology and services clients to set go-to-market strategies, generate pipelines and close new business. Bob also turned-around DST Global Solutions North America operations and helped large firms like Eagle Investment Systems/BNY Mellon and PORTIA/Thomson Financial structure their global product and sales strategies.

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