Farshid Ketabchi

6260 Stoneridge Mall Rd., Apt A222
Pleasanton, CA 94588

949-923-9073

,

Profile

Product marketing/management, technology alliances, research & analysis professional; extensive experience in enterprise software – over 10 years in product marketing(strategy, positioning, launch, competitive analysis, sales enablement, pricing & packaging, public speaking, research) ; 4 years in technology alliances and OEM sales; 6 years in user interfacedesign.

Expertise and experience in BPM (business process management), ECM (enterprise content management), SOA (service-oriented architecture), BRMS (business rules management system), complex event processing (CEP), and BAM (business activity monitoring), e-discovery, and compliance.

Experience in Web 2.0, Enterprise 2.0and Social Media, e-marketing; own, manage and blog at (software, marketing & social media blog), (a community site & blog), and (personal blog).

Experience in working with SaaSand cloud-based companies and offerings.

Extensive business development, OEMs and VARs, technology alliances; experience in negotiating contracts and M&A.

Some vertical industry experience and knowledge in telecom/networking and financial services.

Strong communication, writingand presentation skills; quick learner, versatile.

Experience

EMC, Corp., Information Intelligence Group, Pleasanton, CA

Principal Analyst, Case Management & ECM, BPM

Doing market and competitive research & analysis in BPM, ECM, and the emerging Case Management market which leverages BPM, ECM, collaboration and analytics.

  • Conduct extensive research analysis of relevant market trendscompetitor products.
  • Train the field on the market and the competitive landscape.
  • Work closely with product marketing on positioning and messaging.
  • Worki closely with product management, doingproduct & solution gap analysis, and making recommendations on product roamap.
Guidance Software, Inc., Pasadena, CA2009 - 2010
Product Marketing Manager, EnCaseeDiscovery

Performed comprehensive product marketing duties for the e-discovery product line.

  • Defined positioning, messaging, and developed collaterals and presentations.
  • Managedand coordinated product release and launch activities.
  • Worked onproduct pricing and packaging including pay-per-use, subscription based pricing.
  • Did extensive competitive analysis in e-discovery and early case assessment (ECA).
  • Worked with sales and field on various opportunities.
  • Managed partnerships with ISVs for EnCaseeDiscoveryConnectors.
  • Attended e-discovery and legal technology related conferences such as ILTA and ACC.
FileNet/IBM Corp., Software Group, Information Management,2006 - 2009Costa Mesa, CA

Sr. Product Marketing Manager, ECM, BPM

Marketedand evangelizedIBM FileNet BPM and SOA and Case Managementto customers and partners. I joined FileNet in Feb. 2006. In July 2007 IBM acquired FileNet.

  • Contributed to ECM BPM revenue growth in 2007; achieved 130% of target revenue.
  • Worked closely with various IBM organizations: ECM for Compliance; WebSphereon SOA & BPM;Cognos for BAM & BI, and Lotus for Mashups and Collaboration.
  • Frequent speaker in various conferences and webinars in USA and Europe on BPM, SOA, ECM and Case Management.
  • Managed and coordinated the BPM track in IBM IOD conferences, and presented many sessions.
  • Worked on the successful launch of two major releases of FileNet BPM; one leveraged Lotus Mashups as a framework; worked on bundling agreement with Lotus.
  • Wrote and edited numerouscollateralwhitepapers on ECM BPM & related offerings.
  • Conducted sales enablement activities; e.g. field training, webinars, respond to RFPs, and numerous customer briefings that resulted in many sales deals.
  • Workedwithpartner ISVs in Business Rules (ILOG & Corticon) and Contact Centerspaces.
  • Worked with research & analyst firms and responded to their surveys for product and vendor rankings such as Gartner Magic Quadrant and Forrester Wave for BPM.
NetManage, Inc., Cupertino, CA2005 - 2006

Marketedand managed a legacy modernization platform andan adapter product linefor enterprise applications;planned for a new product line for composite applications.NetManage got acquired by Micro Focus in 2008.

Sr. Product Marketing Manager / Sr. Product Manager

  • Developed datasheets, pricing, competitive analysis, presentations for sales and customers.
  • Defined strategy and plan for a new product line (composite application framework) and presented results to sr. management, evaluated BPM vendors for OEM or acquisition.
  • Wrote MRDs & PRDs; published a paper in Web Services Journal.
Savvion, Inc., Santa Clara, CA1997 - 2004

Savvion wasaleader in BPM. I was involved with Savvion BPMsince its inception in ’98. Among my contributionswerethe launch & execution of its successful OEM business. Progress Software acquired Savvion in Dec. 2009.

Director of Product Marketing

  • Developed BPM solution templates and built demos.
  • Assisted the field and sales in responding to RFPs and closing deals.
  • Competitive research and analysis of the dynamic and growing BPM market and vendors.
  • Wrote product brochures and white papers.
  • Attended and exhibited in various conferences and road shows.
  • Contributed to Savvion business plan which resulted in a $25 round A VC fund.

Director of OEM & Technology Alliances

  • Responsible for marketing and OEM sales of Savvion BPM to ISVs and ASPs.
  • Sold toand managed OEM partnerssuch as i2 which shipped Savvion BPM to over 60 customers.
  • Managed the entire sales cycle from lead generation, responding to RFPs, presentations, writing proposals, to negotiation, and contracts.
  • Developed and managed technology partners with complementary technologies.

Sr. Member of Technical Staff

  • Responsible for redefining and redesigning the web based UI of Savvion’s first BPM product.
  • Worked with Computer Associate products integrated to Savvion offerings.
  • Developed and demoed process applications on Savvion BPM.

Fujitsu Network Communications, San Jose, CA1995 – 1997

Sr. Member of Technical Staff

  • Developed GUI prototypes for Fujitsu’s next generation network management systems using various presentation and graphical technologies.
  • Helped with technology transfer from research to product development.

Salomon Brothers, Business Technology Org.; E. Rutherford, NJ1994 - 1995

Analyst (Software Engineer)

  • C++ GUI programming for an object-oriented client-server trading system.
  • Involved in all phases of software lifecycle from requirements to deployment.
  • Provided technical support for the institutional traders on the trading floor.

Bell Comm. Research (Bellcore), Network Operations Dev.1992 - 1994
Piscataway, NJ

Member of Technical Staff

C++/C GUI programmingfor a real-time, distributed, fault-tolerant, network management system, and its porting and support on various UNIX OSs.

Provided technical field support for the customers; occasional customer site visits.

Internships

During my undergraduate and graduate years, I did numerous internships in organizations such as IBM, AT&T Bell Labsand Argonne National Labs, including NSF funded university research.

Education

Certificate in Marketing and Sales, UC Berkeley Extension; 2003

MS in Computer Science, with emphasis in Artificial Intelligence Parallel Computation, Univ. of Minnesota (U of M), Minneapolis, MN; GPA: 3.76/4.00; MS project: Implementation of an AI System in a massively parallel supercomputer; Teaching Assistant for 2 years.

BS in Computer Science Mathematics, Summa Cum Laude (top 2% of class), Minnesota State Univ., Moorhead, MN; GPA: 3.88/4.00

Various academic awards and honors throughout undergraduate and graduate education

Professional training:

  • The ChasmInstitute, 2006
  • Pragmatic Marketing, 2009, Certified
  • Various presentation skills training, 2005, 2006, 2007

Publications

Various articles on Web 2.0 and social media in blog at also syndicated at

“IBM FileNet Business Process Manager 4.0”, BPTrends, The 2007 BPM Suite Report, May 2008.

“The Synergy between BPM & SOA”, FileNet paper; accepted for external publication, Aug. 2006.

“Leveraging your Host Systems with SOA Web Services: Transforming legacy applications into SOA-based composite applications”, SOA Web Services Journal, Oct. 2005.

1

F. Ketabchi 02/10