Growth Advisory SBI Appoints Veteran Marketer to Its Board of Directors

CEO Mike Hoffman says new board member Lisa Johnston has a "profound understanding of the nuances involved" in SBI's current growth phase, which is crucial to advancing the firm's consulting services and newly updated subscription advisory offering, SBI Pro.

Auctane Chief Marketing Officer Lisa Johnston has joined the board of directors of Dallas-based SBI.

SBI CEO Mike Hoffman, who describes Johnston as a seasoned marketer and gifted communicator with an impressive track record in chief marketing officer roles within dynamic sales firms, says the CMO was tapped for her strategic acumen.

“Her addition to the board will play a pivotal role in driving SBI’s growth not only in 2023 but also in the years ahead,” Hoffman said in a statement.

The CEO said Johnston’s deep insight into the subtleties of SBI’s current growth stage is crucial to advancing it consulting services and recently updated subscription advisory offering, SBI Pro.

The company noted that Johnston is a well-rounded marketing executive with diverse leadership experience in public, private equity, and PE-backed companies. She brings software, systems, and consulting expertise to the board.

Extensive marketing expertise

As CMO of Auctane, a global leader in shipping and logistics technologies, Johnston aims to help power commerce through outstanding delivery.

Before Auctane, she served as chief marketing officer and chief sustainability officer at AVEVA, a publicly listed company. While there, she was responsible for empowering growth through brand leadership, global customer and prospect engagement, and go-to-market innovation. Johnston also developed the company’s first ESG strategy.

Prior to AVEVA, she served as managing director of marketing at Vista Consulting Group, leading marketing consulting for more than 50 Vista Equity Partners’ portfolio companies.

Before that, she was VP of Power Systems Global Marketing at IBM, responsible for marketing and strategic business transformation.

The company said that as SBI builds on the momentum created for new subscription offering SBI Pro, Johnston brings the skill to boost demand and grow relationships with marketing leaders across industries, including SaaS and high-tech B2B businesses.

Johnston says she’s “long admired SBI’s unique offerings.”

“SBI is well respected for its insight and strategy and as an industry leader in go-to-market advisory,” the CMO said in a statement. 

As SBI continues to set the pace in the market, Johnston aims to back its established successes and help spur further growth. “I am excited to support and build on all that SBI’s accomplished,” the CMO said.

Real-time access to market insights

A growth advisory, SBI said it offers collaborative consulting, advisory services, and the world’s most comprehensive set of go-to-market benchmark data. And its strategic team of adopters have owned and operated the marketing and sales functions at some of the world’s most successful growth companies.

In May, SBI unveiled SBI Pro, a proprietary subscription-based data, and insights platform. Building on its Growth Accelerator, the new and improved SBI Pro equips go-to-market leaders with essential resources to outpace the competition even during market volatility and competing demands to scale back expenses and grow faster.

SBI has identified a crucial need among companies for effective, impartial external guidance to fuel their growth, based on nearly two decades of experience in the industry, according to a news release earlier this year.

SBI’s CEO, Hoffman, who assumed his role just last year, explained the vision behind the initiative: “We know that most companies can’t do it on their own. In nearly two decades of helping companies grow, we have seen the need for clear, meaningful, unbiased external guidance. That’s why we created SBI Pro.”

SBI Pro is a lifeline for go-to-market leaders, a “special breed of people” who thrive on access to data, Hoffman noted.

While SBI’s consulting practice has always provided this service, SBI Pro enhances it by offering more contact points for deeper, real-time access to insights that spur growth. “Now with SBI Pro, they have additional touchpoints that provide deeper, real-time access to the insights that drive growth,” said Hoffman.

The company said SBI Pro provides around-the-clock unmetered access to the SBI digital portal and to a personal adviser who is a relevant subject matter expert, as needed.

Earlier this month, SBI added SVP Rick Karlton to lead SBI Pro efforts.

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