Anthony Coppedge Consulting

By honestly assessing, measuring, and understanding how your people are stuck in a pattern of crazy-making, I lead teams out of the mire of tactical molasses to free up teams to deliver greater value faster while building a culture of trust, collaboration, and accountability. From team training to keynote speaking to webinars and podcasts, I go the extra mile for you and your audience..

"I am still coming down off of the high that was a tremendous keynote presentation delivered at our MindManager customer conference! Anthony was by far the best keynote we've had to date. He spoke on "Why Working Visually Matters" and the 'aha' moments just never stopped for us as the audience. Both internal MindManager employees and customers have shared extremely positive feedback to me personally as well as via our post-event survey. If you are in need of a speaker for your event, I can't recommend Anthony more. His presentation delivery style is highly engaging and polished, his content is well thought-out and beautifully visualized, and he understands -- and is willing to go the extra mile -- to effectively promote an event. He is the full package." Julie Harrison, Head of Marketing, Corel Co.

The result is nothing short of transformational: better, measurable deliverables with unhindered accountability, faster team workflow, and a platform for sustainable growth.

As a practitioner and evangelist of Agile for Marketing and Sales, I consult, train and coach managers and teams how to adopt flexible frameworks to manage the tension between their planned work and the interrupt-driven nature of digital work today by:
– Addressing the dysfunctional elephant in the room and empowering teams to win together.
– Redefining organizational pain points and problems for action and resolution.
– Teaching Agile transformation for Marketing & Sales teams.
– Drastically improving communication, project workflow issues, and delivering actionable visualization dashboards for decision-making.

Product, Marketing, and Sales Alignment Consultant

As the director for Seller Initiatives, created a fluid support strategy for Digital Sales inbound and outbound reps to enhance ways to improve seller proficiency in eCommerce transactions. Drove the quarterly Goals and OKRs for AI/ML automation efforts to streamline the customer experience. Developed and implemented strategies and processes that yielded an increase in Customer Interest, drove faster time-to-value, and met accelerated revenue targets. Sponsored and facilitated an integrated coordination and collaboration with and between Digital Sales, Marketing, and Product Owners for a best-in-class B2B customer e-commerce experience.

"The measurable impact of Anthony’s leadership at IBM is clear—improved alignment, faster project delivery, and enhanced customer satisfaction. His ability to connect the dots between internal goals and customer success has been instrumental in driving positive outcomes for IBM, its business partners, and clients." - Dirk Heitmann, Global VP, Software, IBM

-> Led a global sales transformation strategy, increasing ARR by 25% across multiple regions.
-> Architected a B2B e-commerce experience, achieving a 208% increase in new client leads.
-> Directed Agile-based business transformations, enhancing MQL-to-SQL conversion rates and customer renewals.

Principal Lead of eCommerce Seller Initiatives

Capitalized on strategic AI/ML capabilities for our company's and customers' competitive advantage. In this role, I facilitated the delivery of business outcomes for the product brands and external business partners - all in service of our clients - on the value and operationalization of the OKR Management System using my proprietary ODAM model for creating clarity and alignment of business outcomes. The results of our personalization, automation, and simplification through clarity with alignment across teams leveraging AI and Machine Learning (ML) have led to improved MQL, SQL, and Win Rates all while focusing on creating and delivering client value over stakeholder value. Within the first year of introducing and implementing OKRs and the Business Agility Sales Model, we already achieved double-digit growth.

"One of the most striking things about Anthony is his maniacal focus on the customer and his belief that if we do the right thing for our clients, we then reap the rewards in our own business outcomes. I recently realised how much I had learned from my interactions with Anthony when I found myself quoting him and passing on this knowledge to other team members, repeating his customer-centric mantra. He is a living example of the famous quote from Michelangelo, who at the age of 87 reputedly stated, “Ancora Imparo” (I am still learning)." - John Culleton, Senior Digitization Program Manager, IBM

-> Led Agile transformations across sales, marketing, and product teams, resulting in a 30% reduction in MVP delivery time and improved team innovation capacity.
-> Enhanced cross-functional collaboration between departments, mentoring managers to exceed performance targets and align with organizational objectives.

Principal Portfolio Manager, Product-Led Growth

Based on the success of my Agile transformation work in Digital Sales, I was asked to be the Agile lead for transitioning the spin-off of almost one-third of IBM's employees to a new company, Kyndryl. Working directly with the CMO, I spent over half a year working behind the scenes to ensure the new Kyndryl Marketing organization was set up for Agile Marketing from top to bottom, taking advantage of the AI/ML capabilities from IBM for streamlining the operational roll-out.

"I started working with Anthony in 2019, about 6 months before the pandemic hit, forcing us all to work remotely for the foreseeable future. In Sept 2019, I attended my first Agile Manager training session with Anthony, not knowing how timely his teachings would be. For the next 6 months, Anthony worked with us both in group settings and in 1-on-1s to help us with incorporating Agile into our business model and individual teams. Fast forward to March 2020 when I was given the opportunity to build and lead a new business unit within IBM, right as the pandemic was hitting. Everything that Anthony enabled us with, especially the tools and platforms that he implemented, were invaluable to being able to successfully recruit, onboard, enable and engage this new team remotely." Michelle Cook, Senior Director, Equinix (formerly IBM)

-> Orchestrated the shift of roles, systems, processes, and tools for coordinating the roll-out of new Kyndryl Agile Marketing structure for 6 months ahead of the transition to mitigate the switch over from IBM to Kyndryl.
-> Co-created the governance model with Tim Barry, the CMO's Chief of Staff to create differentiated boundaries and safeguards for data privacy and updated opt-in compliance ahead of the change from IBM's databases to Kyndryl's data.

Agile Marketing, Discipline & Scaling Lead

As the leader of Agile Digital Sales, North America, I introduced agility by conceptualizing and executing a transformation strategy across an initial 26 sales teams in five cities within North America. I designed and delivered training, coaching, and feedback models to +1k employees, managers, and executives by planning and organizing an on-site training tour. In the role, I facilitated the training of iterations with visible work reporting for outcomes over outputs, executed monthly performance reviews, addressed performance, process, and communication gaps, and identified growth opportunities for executives and managers.

"Anthony's been instrumental in helping to develop ways to drive the collaboration, mutual alignment and adapt to the pace of change. He would be instrumental to organizations who are really looking at change management, new ways of working and bridging between strategic priorities to specificity on actions that can drive impact AND building connections to how each individual in the organization is aligned to that mission." - Julie Touree, VP, Americas Alliances, Alteryx (formerly IBM)

-> Measurably improved seller productivity and conversion rates by creating an Agility Playbook to reduce low-value effort by at least 20%
-> Managed the change from feature-based campaigns to value-prop based client positioning, which improved MQL to SQL conversion rates by an average of 9% over 12 months

North America Digital Sales Agile Transformation Coach

Whatbox Digital

Led the Agile coaching for a B2B and B2C marketing agency focused on corporate and not-for-profit organizations. I provided consulting for clients focusing on best practices for digital marketing automation, email marketing, social & search, lead generation, inbound marketing, and reporting KPIs on real-time dashboards for customer-centricity and iterative improvement.

"Anthony Coppedge is a rare and unique individual. His competence and talent as a technician and consultant are surpassed only by his genuine and passionate desire to help, and add value to his clients. Simply put... Anthony just 'gets it.' He's incredibly creative, and knowledgeable in so many disciplines. I whole-heartedly recommend Anthony and his team to anyone in need his services." - Brian Webb, Founder, WhatBox Digital

-> Partnered with senior leadership to implement scalable marketing automation frameworks, enabling client growth (from 3 to 29 clients) within 13 months.
-> Introduced persona-driven CRM onboarding processes, increasing identification rates from 4% to 61%, directly impacting strategic decision-making.
-> Enhanced CRM functionality by implementing innovative data analysis strategies, increasing prospect identification rates from 4% to 61%.

Senior Agile Marketing Consultant

IntelliMagic

Turned around IntelliMagic's U.S. marketing efforts with a keen emphasis on data-driven marketing using content marketing automation and Agile Marketing methodologies. IntelliMagic's clients include some of the best-known names in the Fortune 1000 list and almost half of the Fortune Top 20 list.

-> Revamped marketing strategies, resulting in a 62% increase in click-through rates and a 15% improvement in closed deals within nine months.
-> Integrated Pardot and Salesforce with Agile methodologies, driving a 342% increase in page views and 565% growth in form completions.
-> Partnered with leadership to identify opportunities for strategic growth, leading to a 15% boost in marketing-qualified lead (MQL) conversion rates.

Director of Marketing, Americas

Fidelity Investments

On contract for one year as the Agile-based Program Manager of the firm's private cloud initiative, implemented new communications and coordinated large-scale initiatives. Championed the adoption of Agile as a portfolio-level project manager and provided executive-level reporting of actionable metrics to Fidelity's senior leadership.

"Anthony developed a communication strategy for the multiple IT programs that elevated goals, clarity and focus. This allowed business units to align technology roadmaps to strategic goals. Anthony’s leadership in the Cloud and IaaS program resulted in a positive impact across the firm. Anthony excels at communication and strategy development, these proficiencies would make him an asset to any team." Scott Rodgers, Director of Cloud Architecture, Fidelity Investments

-> Directed private cloud adoption strategies, increasing usage by 5x in nine months and delivering $1M–$10M in annual savings across 10 business units.
-> Facilitated alignment across IaaS and PaaS teams using the Scaled Agile Framework (SAFe), streamlining global portfolio management.
-> Executed content roadmap strategies that doubled user adoption within 60 days, driving rapid engagement with cloud solutions.
-> Established feedback loops between stakeholders, aligning teams around measurable outcomes and increasing adoption rates.

Program Manager

LifeWay Christian Resources

Contracted to implement and integrate content marketing automation software, social media channelization, and automate web lead generation. Contract extended after nine months to manage new website design and launch.

-> Revolutionized marketing campaigns, achieving a 1.5x increase in qualified leads and a 15% boost in win rates.
-> Orchestrated marketing initiatives, driving a 4x increase in social media engagement and web content downloads.
-> Implemented advanced automation systems for lead scoring, enabling marketing teams to focus on high-value prospects.
-> Analyzed customer data to refine content strategies, improving lead conversion rates and campaign ROI.

Marketing Manager

ACTIVE Network, LLC

Responsible for all client-facing communications, online presence, social media strategy, and internal communications policies. Implemented the strategy and tactical decisions for client-facing communications. Shifted marketing to a value proposition approach, away from a feature/ benefits model.

"As a Product Manager for SAAS based software company, I found Anthony's insight into current technical trends invaluable. His thoughts and his approach focused on market needs; not just where markets were currently positioned but where they were headed. His discourse is founded on a comprehensive understanding of the big picture, his points of view are logically sound, and his passion is contagious." Scott Lowrie, VP of Innovation and Product, Active Network

-> Reduced Google AdWords spend by nearly $100K while implementing targeted segment marketing on partner websites, increasing web leads by over 50% within one year.
-> Conceptualized and directed professional videos that articulated the company's SaaS value proposition across Marketing, Sales, and Customer Support, resulting in a 100%+ increase in landing page conversion rates.
-> Developed the organization's first social media policy and playbook, establishing standardized voice, tone, and response protocols for employees and corporate accounts.
-> Managed all client-facing communications, social media strategy, and online presence, ensuring alignment with corporate branding and customer engagement goals.
-> Wrote and directed professionally produced videos tailored for multiple departments, improving messaging effectiveness and increasing landing page conversion rates.

Director of Communications

Consultant to large churches for large-scale audiovisual system designs, technical systems management, and personnel training. Contributing author for seven magazines, two conferences, and multiple resource websites.

"Anthony is well known throughout multiple industries as a gifted presenter, a talented wordsmith, a communications technology guru and much more, yet what makes people take notice and really listen is his passion to help others make a difference. He is able to intertwine the art and science of making an impression, getting results, and leaving the audience wanting for more." Kevin Barlow, Director of Sales, Draper

"Anthony's balanced experience in multiple media platforms from a marketing and leadership perspective are an asset to any organization looking to be more relevant. I recommend Anthony and would work with him again at any opportunity." Allan Kelsey, CDO, AvodahMed

* Founding board member for the WFX Conference & Expo
* Founding instructor for the T3 Technical Tour with Church Production Magazine
* Consulted with over 700 churches between 2003 and 2009.

Systems Design Consultant

AVI-SPL

Responsible for outside sales staff and coordination with business development to follow up with existing clients and assign sales leads. Worked with design engineers to coordinate sales contracts with project installation parameters for corporate, education and faith-based markets. In addition to managing 13 salespeople, was also responsible for own sales with clients such as Cisco Systems, American Airlines, Mary Kay, PeopleSoft and various architecture firms for design/build projects.

* $20MM annual sales for the Dallas office
* Led a team of 13 inside & outside sales reps
* Met personal quota of over $1MM in revenue above and beyond management duties

AudioVisual Director of Sales, Dallas 

I help B2B SaaS companies boost ARR and retention by embedding tactical product-led growth across Marketing, Product, and RevOps through scalable systems, shared KPIs, and AI-augmented workflows.

*CAREER HIGHLIGHTS*
▔▔▔▔▔▔▔▔▔▔▔▔
► One of less than a dozen global leaders to introduce Marketing Agility in 2009, changing from traditional annual planning to iterative, client-focused outcome work prioritization.
► First enterprise-class Sales Agility leader in the world, pioneering and scaling it successfully at IBM in 2019 across dozens of teams in Sales, Marketing, and Product.
► Owned initiatives that resulted in an $80M to $100M ARR increase across EMEA, APAC, and North America.
► Leading across 9 product portfolios, my teams drove a 208% increase in new client leads and a 41% client win rate increase. Really. I have the stats and backstory for exactly how we did that.
► Incorporated WatsonX AI and Machine Learning into Marketing and Sales in order to release digital client experiences at scale.
► In 2016 at a mid-range global SaaS company, increased the number of email hyper-targeted campaigns sent per month by 2x and still accelerated click-through rate by 62% within nine months, which resulted in elevating sales qualified leads and the number of closed deals by 15%.

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