GTM-focused SaaS Advisor and Board Member

I am a go-to-market-focused technology executive and board member with over 20 years experience leading SaaS companies.  

I have led product, marketing, sales, and customer success, and twice I have run companies as CEO.  Along the way I have served formally on 4 boards of directors (including one public company), 7 advisory boards and 3 non-profit boards.

As part of these roles, I have helped to:

* Sell 5 companies (to Oracle, Amazon, Aurea, Maritz, and NonProfitEZ)
* Secure over $100M in equity financing (series Seed, A, B, C)
* Acquire and integrate 5 companies
* Manage small and large quotas (up to $300M)
* Launch dozens of products
* Get two products to profitability on a pure PLG / self-serve basis
* Grow multiple companies at 50%+ growth rates
* Restructure / downsize multiple companies
* Hire hundreds of people
* Create over $1B of shareholder value

I am now 100% focused on teaching, writing, investing and advising.  

As the Executive Chairman of Winning by Design, I work with leadership teams to optimize go-to-market strategies, product development, and customer success.  As an active board member and advisor, I focus on product development and corporate strategy.  As a professor at BYU's Marriott School of Business I teach Product-led Growth, B2B Sales & Marketing, and Career Strategy.

I recently published my first book with Stanford University Press:  FREEMIUM, available from all book retailers.

I am proud to serve as a formal advisor to Mercato Partners, Pledge, Terrett, and ProAI, and an informal advisor to other entrepreneurs and business leaders changing the world.

My mission is to empower the next generation of software leaders and entrepreneurs to create value for their customers and for society.

Dave Boyce

The year was 2000.

➡️ I had never sold a company.
➡️ Never sat on a board.
➡️ Never sold a 7-figure deal (or 6, or 5)
➡️ I had raised funding and started two companies, both of which folded.

We lived in Boston--an expensive place, far away from family.  We had two kids (pictured), so I joined a company that could pay me a salary (ProfitLogic (Acquired by Oracle), and we buckled down.

25 years, 6 kids, 8 houses, 3 cities, and 7 exits later, and we are still doing it--life, career, faith, family, fun... 

Here's to those on the front end of the journey.  I see you. You are squinting, trying to see your successful future. The current circumstances seem impossible, and the road ahead is fuzzy. You will do it! Buckle down, work hard, take some calculated risks, pick yourself back up, put yourself back in the game, and you will do it! 

Don't do it for the rewards (they will come), do it for the journey. Do it for the adventure. Do it for the chance to make an impact. Care for the people in your life, keep your head up and eyes forward, and be grateful for the opportunities you have.

XOXO,

-db

It's almost 2026. Time to make a choice about how you kick off your year with your team:

▶️ "AI pilots are failing and sucking up a lot of time. We are sticking to the basics.  AI cannot replace what we do.  If you can use AI to help you in your individual job, great, but we are not going 'all in' on AI in 2026."

▶️ "The AI train is moving fast. The only thing worse than missing a train is missing a fast train--it's hard to catch up.  Based on our inititial AI pilots, here is what we are doing in 2026.  We will be the most AI-powered GTM team in our industry."

At Winning by Design we have chosen path B.  We spent all year launching AI pilots and agents.  Not all of them worked, but some of them now define how we work day to day. SiftHub is all in. Salesforce is all in. SAP is all in. Google, Meta, and Microsoft--all in. Also Winning by Design's certified partners:  SalesHood, Momentum.io, Fathom, Grain, Una Software, Vasco, Attention, PeopleAI-- all in.

Time to gut check.  What have you done, and what are you doing in AI GTM?  Are you ready to get on stage in January and launch your year with a clear AI strategy?

XOXO,

-db

25% of adults have a hole in their heart. 

It’s called a Patent Foramen Ovale (PFO), and it occurs when a baby’s heart fails to completely close the opening in the atrial septum as the heart starts to beat independently. 

This week I had my PFO surgically closed. 

The doctors wanted to close it to prevent any future deoxygenated blood clots from passing through the hole and on to the brain (vs going first to the lungs, which tend to do a better job breaking up clots). 

The surgeon inserted a titanium mesh septal occluder, all done arthroscopically (entered through the groin). 

I’ve attached two videos here:

1) an animation of the procedure
2) a video of my device, now in place 

CAN YOU BELIEVE THAT?

It’s amazing to me what humans are able to innovate with precision science. Whenever I engage with innovation like this (or AI or robotics or pharmaceuticals), I realize how much room we have in GTM to tighten up our game. 

200 years ago, we didn’t understand the human body like we do now, and we practiced bloodletting via leeches. We amputated, we blistered, we lobotomized. 

But when you know better, you do better. Medicine has come a LONG way… so have engineering, manufacturing, space exploration…. 

Next up: GTM. We still have a surprising amount of “winging it” in GTM. But there are underlying principles of compounding and system-led growth that can help us do better. 

Today I’m grateful for modern medicine. And tomorrow I’ll continue working with Winning by Design  on modernizing GTM. 

Let’s go!!!

XOXO

-db

https://lnkd.in/g72_jZhB

AI-Native companies run on PLG Rails.

We see the breakout success of some select AI-native companies (Cursor, Replit, Lovable, Mistral, OpenAI...) and assume there must be something special about their GTM.

Yes, they are in a hot space with wind at their backs.

But no, they are not using agents to sell to you.  It's just #PLG.  And if you dive deeper, you can see how and why.  

I wrote about this in the October issue of GROWTH, and I've now published that article to my Substack (linked below). You can get a free digital subscription to GROWTH by following the link at the end of the article.

XOXO,

-db

Winning by Design

Henry Schein One

Lead cross-functional teams to analyze data, develop initiatives, and execute action plans that address improving the customer experience through the entire customer journey, reporting weekly to C-suite.

Drive collaborative go-to-market projects tied to companywide OKRs, with focus on expanding market share, increasing revenue per customer, reducing churn, and simplifying the lead to sales to revenue process.

Coordinate projects that have improved go-to-market planning and GTM launch motions – including new product release processes, standardized sales enablement assets and consistent pricing processes.

Senior Marketing Program Manager

World's Largest Dental Software Provider - for DSOs and Private Practices 

Direct demand generation team for Dentrix and Dentrix Ascend customer marketing – team responsible for creating software add-on segment sales leads. 

Helped plan, build, and execute launch plans for new AI computer vision products, successfully introducing new chair-side dental technology and achieving initial sales lead and revenue targets.   

Managed the creation and execution of marketing plans for revenue cycle management (RCM) products that include paid ads, content marketing, PR, webinars, videos, and live events to drive leads and awareness.

Coordinated press release development and deployment for the software division with Henry Schein Inc. corporate team – working to develop strategies while addressing content and regulatory concerns.  

Work with industry key opinion leaders (KOL) and internal leaders to drive thought leadership content and events – including webinars, market landscape content, blogs, and editorial articles.   

Review and manage marketing budgets to efficiently produce content, events, and quality sales leads.

Senior Marketing Manager, Dental Practice Software

PlanHub

Built new marketing team and created the structure to execute B2B strategies that promote PlanHub SaaS products – manage PR and communications, develop creative and content, set marketing plans and calendars, manage budgets, and measure relevant KPIs.    

Defined brand identity, positioning, character, and key messages – created brand/style guides to appeal to the right targets and properly tell the PlanHub brand and product stories.  

Develop content, creative assets, and strategy for the website, in-app messages, ad campaigns, blogs, press releases, and corporate announcements, and managed all social media – using internal and external marketing resources.  

Manage paid and organic marketing - including on-page, off-page, and technical SEO efforts and utilizing tools including HubSpot, Google Ads, Google Analytics and Search Console, LinkedIn Campaigns, Salesforce, etc.     

Drive SaaS growth and retention through email, newsletter, web, and in-app communication strategies that drive demand, onboard users, and nurture customers – extensive experience with marketing automation tools and CRM.

Senior Director Of Marketing

HARMAN International

Created B2C and B2B marketing strategies and executed plans to build brand awareness, increase product demand, and generate sales leads for multi-brand business unit with ~$1 billion annual sales. 

Led cross-organizational teams, including roles from Sales, Marketing, Product, Engineering, and Finance to refine brand strategy and to execute go-to-market plans.

Improved brand and product messaging consistency by creating a digital asset program and sales enablement toolkit that provides easy access to 185,000+ product assets to over 4,500+ licensed partners and marketing users worldwide. 

Drove B2C e-commerce sales and B2B sales goals using integrated marketing campaigns that utilize digital, email, social media, influencers, and events to enhance visibility and awareness.  

Managed social media teams that built brand communities and created over 600 pieces of content per month, fostering an engagement rate 3x industry standard, and increasing followers by 23% to 2.9M+ total followers.

Created new ambassador/influencer programs to help drive retail sales, increasing the portfolio by 25% to over 250 micro/medium influencers with 240M+ followers and an engagement rate 5x the internet average.

Director of Global Marketing – Pro Audio Division (JBL, AKG, AMX, Crown, Soundcraft brands) 

Drove brand marketing, product marketing, product management, and partner training programs for Harman’s signal processing brands – a four brand division with sales of ~$150 million annually.

Built and managed a team of 14 professionals, including designers, copywriters, web developers, and product managers – set budgets and oversaw external advertising and PR agency relationships. 

Conducted research to build user stories and customer personas that helped drive better branding, messaging, blog posts, web reviews, and focused promotions. 

Directed user training programs that included classroom, field level, and online courses – certified over 12,000 learners around the world. 

Led efforts to develop and launch 55+ software, hardware, and service products over seven years. 

Assisted in the design and implementation of a new standardized product development and product marketing documentation system, including development metrics and milestones – now being used by 11 other HARMAN business units globally.

Director of Marketing & Product Management - Signal Processing (Lexicon, dbx, BSS, DigiTech brands)

Wasatch Advisors

Helped redefine the Wasatch Funds brand, using research results to develop fresh marketing strategies, including adding web resources and e-commerce abilities to enable better exposure to the B2C and B2B channels.

Guided internal and external marketing efforts, executing strategies, PR programs, and web campaigns to enhance brand visibility and reinforce brand’s excellent fund management reputation.  

Designed and implemented new customer and dealer websites and stronger social media experiences – facilitated better messaging and more effective communications programs by modernizing approaches and targeting the right customers. 

Completed extensive customer “deep dive” market research using both qualitative and quantitative processes – findings used to shape new products and develop targeted lifestyle and product campaigns.

Director, Brand Management

Control4

Generated marketing plans, GTM strategies, and communications campaigns with international distributors to introduce new IP based home automation products – partnering to deploy customized local campaigns.

Identified target international markets and recruited entrepreneurial distributors for new markets – exceeded international sales and territory expansion targets by 25% while staying within all cost budgets. 

Delivered product marketing materials including web content, presentations, user guides, packaging, and datasheets for all international markets.   

In product manager role, helped define and develop initially launched hardware products during start-up phase – delivering 22 new products in an 18-month time frame.

Product Manager, International Business Development Director

STSN (now iBAHN)

Built and delivered partner-oriented marketing and communications programs implemented with over 20 international hotel chains, including Marriott and Hilton brands – expanded internet service sales levels to double that of competitors.

Coordinated all promotional campaigns and brand PR efforts, created corporate and customer websites, videos, email campaigns, print ads, field sales kits, and guest room POP materials deployed in 150,000+ hotel rooms worldwide.

Managed internal marketing team and creative agencies – overseeing graphic designers, creative writers, project managers, PR, and field marketing staff.   

Acted as Product Manager during the start-up phase for the STSN Guest Room Service – producing a sales growth rate of 76% and helped increase product revenues from $6.7 million to $11.8 million during tenure.

 Product Manager, Director of Marketing

Mrs. Fields Famous Brands

Coordinated Mrs. Fields branding and promotional marketing resources for master licensees in 16 international territories with a network of 180+ outlets. 

Created plans and creative marketing materials for international master licensees - implemented brand programs locally.

Organized all international marketing program efforts, including support for marketing teams located overseas.

General Manager, International Brand Marketing & Development   

Dunkin' Brands

Implemented customized brand level and local store market plans – each specific to markets and product preferences.  

Managed marketing, sales, and operations of 126 stores in 10 countries, with over $6 million in annual revenues.

Used international brand successes to open several new markets in Asia – implemented brand launch plans and on-going brand support plans in each new country opened.

Senior Manager, International Marketing (Baskin-Robbins & Dunkin’ Donuts Brands)

Marketing leader with experience bringing people, creative ideas, and resources together to build brands, launch products, and deliver results.

▪	Over 15 years of diverse marketing experience including brand strategy, marketing communications, product marketing, & sales enablement – for fast-paced startups and established brands.

▪	Passionate creative brand evangelist, storyteller & content creator who brings new solutions to global markets.

▪	B2B marketer with experience building and leading marketing communications teams to set strategies, develop plans, develop creative content, and execute campaigns – across several brands and channels.
 
▪	Hands‐on experience setting KPIs, collecting market research, and condensing data into clear findings - comfortable communicating big-picture results and new ideas to stakeholders and leadership.

▪	Self-aware leader recognized for building relationships and effectively collaborating within cross-functional teams to create and execute marketing plans. 

Specialties: Brand Marketing, Creative Management, Technology Marketing, Product Management, PR, Product Development, Marketing Communications, Content Development, Product Marketing, Brand Management, Internal Communications, Brand Development, International Marketing, International Development, Team Leadership, Social Media Marketing, Influencer Marketing, Marketing Strategy

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Dave Boyce

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dave Boyce's LinkedIn Performance

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