Tom Fornoff is a business and marketing strategist specializing in helping companies define the path that helps them achieve their goals. Tom began his technology-focused B2B marketing career with IBM in product marketing and channels and sales enablement roles. Since then, Tom has held numerous VP-level marketing, business development, strategy, and agency management positions, including tenures with frog design, Oracle, Sapient, and Tocquigny. Drawing on extensive client and agency experience, Tom has a comprehensive understanding of the business, operational, market, and organizational drivers of corporate decision makers and their B2B customers. Past clients include AT&T, CITGO, Dell, JPMorgan Chase, Teradata, USAA, and numerous emerging growth companies.
Tom earned an engineering degree from Rice University and an MBA from Columbia University. He is a competitive open water swimmer and an avid reader.
Use these steps to create a “message framework”, for consistent selling to customers, employee recruitment and communicating with the press and industry insiders.
B2B companies tend to all say the same things. They use a limited vocabulary of terms that end up sounding like what I call “marketing gobbledy-gook”.