About Alan
CMO Coach, Interim CMO,
Fractional CMO
Alan Gonsenhauser is a strategic B2B marketing executive, interim and fractional CMO, and trusted executive advisor to CMOs and private equity portfolio companies in the SaaS software, health technology, and enterprise software sectors. With over 25 years of experience, Alan has led growth transformations at major firms and coached over 150 B2B CMOs to become indispensable strategic growth leaders.
Alan’s Experience:
Alan started his career in Finance, before becoming a 11-time CMO and 3-time P&L General Manager across multiple industries, including SaaS / Enterprise Software, professional services, and healthcare technology.
In 2014 he moved to Forrester Research / SiriusDecisions. Since 2014 he’s guided 150+ top CMOs through their most difficult challenges.
In 2021 he started Demand Revenue and began leading Marketing departments for private equity clients in interim/fractional CMO roles, and coaching CMOs at mid-sized and large firms.
Most Marketing coaches are leadership or marketing coaches. Alan has years of experience in both. He works with a broad range of marketing competencies: organization design, long term strategic planning, annual planning, brand positioning & growth, dashboards and business KPIs, and strategic campaigns. Plus teaching leadership/communications skills.
Alan’s Experience:
Alan started his career in Finance, before becoming a 7-time CMO and 3-time P&L General Manager across multiple industries, including SaaS / Enterprise Software, professional services, and healthcare technology.
In 2014 he moved to Forrester Research / SiriusDecisions. Since 2014 he’s guided 150+ top CMOs through their most difficult challenges.
In 2021 he started Demand Revenue and began leading Marketing departments for private equity clients in interim/fractional CMO roles, and coaching CMOs at mid-sized and large firms.
Most Marketing coaches are leadership or marketing coaches. Alan has years of experience in both. He works with a broad range of marketing competencies: organization design, long term strategic planning, annual planning, brand positioning & growth, dashboards and business KPIs, and strategic campaigns. Plus teaching leadership/communications skills.
Current Role
Founder and CEO, Demand Revenue, LLC (2021 – Present)
He coaches B2B CMOs and marketing leaders and helps private equity firms accelerate portfolio growth by aligning marketing, product, sales, and customer success at their portfolio companies. Alan provides marketing due diligence, interim CMO leadership, CMO coaching, and GTM transformation services.
Recent Key Engagements:
Interim CMO at Quest Software, Brightly (Siemens), FinThrive, and Linus Health
Executive CMO Coach and Advisor to CMOs at:
⦁ FinThrive
⦁ Precisely
⦁ Paysafe
⦁ Cornerstone OnDemand
⦁ Tungsten Automation (Kofax)
⦁ Hexagon
⦁ Körber Supply Chain Software
Current Role
Founder and CEO, Demand Revenue, LLC (2021 – Present)
He coaches B2B CMOs and marketing leaders and helps private equity firms accelerate portfolio growth by aligning marketing, product, sales, and customer success at their portfolio companies. Alan provides marketing due diligence, interim CMO leadership, CMO coaching, and GTM transformation services.
Recent Key Engagements:
Interim CMO at Quest Software, Brightly (Siemens), FinThrive, and Linus Health
Executive CMO Coach and Advisor to CMOs at:
⦁ FinThrive
⦁ Precisely
⦁ Paysafe
⦁ Cornerstone OnDemand
⦁ Tungsten Automation (Kofax)
⦁ Hexagon
⦁ Körber Supply Chain Software
Recent Advisory Roles
CMO Executive Advisor and Coach
(Various, 2021–2025)
Coached B2B CMOs at:
- Paysafe: Advised $1.6B public fintech firm on strategy, org design, and planning
- FinThrive: Interim CMO then Coached the full-time CMO and Chief Customer Officer on Marketing and Customer Experience initiatives at $450M revenue cycle management Health tech firm.
- Tungsten Automation (Kofax): Led GTM alignment and rebranding strategy for $650M automation firm.
- Cornerstone OnDemand: Helped define ICP (Ideal Customer Profile), segment strategy, Marketing Organization, and CX (Customer Experience) alignment for $1B HR SaaS firm.
- Hexagon Manufacturing Intelligence: Americas CMO support on growth plans, org design, and channel strategy.
- Körber Supply Chain Software: Marketing Organization, Brand and campaign strategy for global GTM alignment.
CMO Executive Advisor and Coach
(Various, 2021–2025)
Coached B2B CMOs at:
- Paysafe: Advised $1.6B public fintech firm on strategy, org design, and planning
- FinThrive: Interim CMO then Coached the full-time CMO and Chief Customer Officer on Marketing and Customer Experience initiatives at $450M revenue cycle management Health tech firm.
- Tungsten Automation (Kofax): Led GTM alignment and rebranding strategy for $650M automation firm.
- Cornerstone OnDemand: Helped define ICP (Ideal Customer Profile), segment strategy, Marketing Organization, and CX (Customer Experience) alignment for $1B HR SaaS firm.
- Hexagon Manufacturing Intelligence: Americas CMO support on growth plans, org design, and channel strategy.
- Körber Supply Chain Software: Marketing Organization, Brand and campaign strategy for global GTM alignment.
Experience Summary
Interim Chief Marketing Officer at Quest Software (2024 - 2025)
Oct 2024 to Mar 2025 · 6 mos
Austin, Texas Metropolitan Area · Hybrid
Assisted with corporate growth, marketing, revisions to brand positioning and website messaging, demand process productivity, and retention strategies for $1B Data Management, Migration, and Cybersecurity Software business. Helped integrate AI into their overall positioning and messaging to the market and reposition their overall brand. Helped with strategies to improve the customer journey and experience and lower customer churn.
Assisting with corporate growth, marketing, revisions to brand positioning and website messaging, demand process productivity, and retention strategies for $1B Data Management, Migration, and Cybersecurity Software business. Helped integrate AI into their overall positioning and messaging to the market and reposition their overall brand. Helped with strategies to improve the customer journey and experience and lower customer churn.
Interim Chief Marketing Officer, Brightly (2022–2023)
Led post-acquisition marketing integration for $200M Siemens SaaS asset management firm. Stabilized team, grew MQLs by 57%, SQLs by 41%, and ARR by 37%.
CMO / Executive Advisor, FinThrive (2021–2022)
Drove brand relaunch, martech rebuild, and marketing team development for $450M health IT carveout (Clearlake Capital).
Fractional CMO, Linus Health (2021–2022)
Led foundational GTM strategy and marketing activation for Series B-funded brain health tech startup.
Analyst & Advisory Experience
Principal Analyst & Executive Advisor, Forrester Research (2018–2021)
Mentored 130 CMOs, advised on marketing strategy, CX, alignment, and annual planning. Delivered industry-leading retention and satisfaction scores. Specialized in health tech and B2B SaaS software.
CMO Executive Advisor, SiriusDecisions (2014–2018)
Directed global healthcare segment, expanded net contract value by 132%, delivered 107% net retention. Hosted CMO peer forums and advised executives at Philips, Medtronic, Siemens Health, Cigna, Optum, GE Healthcare and mid-sized firms. Corporate Leadership Roles
SVP & CMO, Biscom (2011–2013)
Grew health IT software revenue 22%, doubled leads via integrated digital and PR strategy.
VP & CMO, Straumann North America (2008–2010)
Grew biologics sales 65%, achieved #1 global market position, improved NPS rankings from last to first in North America.
EVP & CMO, Independent Health (2007–2008)
Simplified product offerings by 67%, exceeded market share and sales goals, and created industry-first new preventive product line.
CMO, GE Healthcare Financial Services (2005–2008)
Grew financial product lines by 184%, rebranded and integrated two major divisions.
VP & GM, Lifeline Systems (Philips) (2003–2004)
Led turnaround and two acquisitions, grew revenue 91%, expanded customer base 5x.
VP & CMO, Salience (2000–2002)
Scaled professional services firm revenue from $8M to $35M, reached EBITDA positive.
SVP Marketing & Sales, AT&T Capital (1994–2000)
Drove 67% growth to $1.5B by segmenting GTM strategies across seven industries.
National Marketing Manager, Panasonic (1991–1994)
Restored profitability and drove 28% share increase in fax product category. Launched industry-first inkjet plain-paper fax products.
Additional Roles
Adjunct Professor, Emerson College Graduate School of Marketing (2014–2018)
Advisory Board Member, Fractionals United (2023–Present)
Alan combines executive leadership, coaching acumen, and operational depth to elevate marketing’s role in growth and valuation. He is trusted by CEOs, CMOs, and investors to turn strategy into results.
Stories about Alan
“As a global software leader transforming rapidly under private equity ownership, Precisely must operate with great speed and agility to stay out in front of market trends. One of the ways we’ve done this within the Precisely Marketing organization is to engage Alan and Demand Revenue to apply focus and industry best practices to key initiatives”
Kevin Ruane
CMO Precisely
“Alan was a key partner in helping me plan for marketing organizational change, integration of a team due to M&A, and our overall GTM evolution. He is experienced and knowledgeable about the space, having both done the work and helped dozens of other leaders as an advisor. He is also extremely easy to work with and generous in his approach to helping others. As a CMO, it is easy to fall into the trap of thinking we know it all (we don’t), and finding people like Alan to help remind us that there are many ways to solve problems is always a gift. He can range from the very strategic to the highly practical, and he keeps his commitments. You should know him, work with him, and learn from him if you get the opportunity.”
Norman Guadagno
CMO Carbonite; Now CMO Mimecast
“Alan provided significant value as a trusted Marketing Advisor and partner to me with Philip’s global product-to-audience transformation of our marketing organizations. He presented to our CEO in Amsterdam and built relationships on multiple levels, helping us with organization design, change management, focusing on growth segments and audiences, and key metrics to track our progress.”
Thomas Lisewski
Global CMO, Philips Healthcare
“As a new VP of Marketing at Vocera, I needed support from someone that knew the healthcare market and how to grow a marketing team to be innovative, relevant and results oriented. Alan was the perfect prescription. He helped me with org design, determining how to move from a VP of Marketing to a CMO, how to leverage the tools to assess brand strength when integrating a newly acquired company, and helped me to develop a strategy to evolve field marketing as the company expanded its international focus”
Kathy English
CMO Vocera, a Stryker Company
“I have the privilege of being mentored by Alan. He is a fantastic marketing leader with extensive background as a CMO and brings a unique blend of strategic acumen and hands-on expertise. Alan’s methodical approach emphasizes crafting the right foundation before executing impactful plans. His mentorship, honed through guiding many senior marketing executives, distinguishes him as a leader committed not only to strategic excellence but also to the growth and success of those he mentors.”
Alisa Barber
Chief Marketing Officer, Paysafe
“If you are a marketing leader and are looking for help with your marketing strategy, organizational design operations, and execution across all marketing domains, I highly recommend Alan. Using his vast experience as a CMO and industry analyst, we specifically leveraged Alan’s expertise to help us across multiple projects to help identify our ideal customer profile and create a framework for integrated campaigns.”
Bernd Leger
CMO CornerstoneOnDemand
“Alan’s ability in assessing, benchmarking, augmenting organizational gaps, tackling the demand generation engine and prioritizing marketing spend is outstanding. He has a wealth of specialist resources at his disposal that can accelerate marketing transformation and he uses them wisely. As an experienced executive, Alan has a strategic mind and gains the respect of the ELT and the board rapidly to execute on delivering results rapidly.”
Payam Taaghol
Clearlake Capital
“Alan was our Interim CMO at FinThrive while we were undergoing a brand transformation and scaling up our demand generation engine.
As a seasoned CMO, he worked incredibly well with our leadership team and our private equity sponsors to deliver a very successful outcome. Given my experience, I’ve recommended Alan for additional interim CMO assignments.”
Rick Pleczko
CEO, Operating Executive Group, CapStreet Group; Vice Chairman, FinThrive Board
“Alan Gonsenhauser served as our Interim CMO / Fractional CMO at Brightly Software, a Siemens Company, from August, 2022 through January 2023. During this time, Alan played a key role on our executive leadership team, and in driving stability and alignment within the 25+ person global marketing team.
Alan brought a wealth of expertise and leadership to the role, quickly stabilizing the marketing organization during a time of significant change and our Siemens integration.”
Kevin Kemmerer
CEO Brightly Software, a Siemens company
“True professional. We recently executed a company rebrand and engaged Alan as an Advisor. Alan brought a strong Private Equity background that identified several ‘unknowns’ which allowed me to allocate resources efficiently. This was especially helpful as my team executed cross-functional governance and designed success metrics to drive success. Alan remained consistent and steadfast in his advice which kept us focused on the most important priorities. All resulting in a very successful brand launch at our annual sales kick off event.”
Chris Huff
Chief Growth Officer at Tungsten Automation
“Alan was an invaluable advisor to me in my CMO role, providing support and guidance in my ongoing quest to stay externally focused. And I often referenced the C-Suite dashboards we collaborated on in my CMO and CEO roles. The types of dashboards and marketing tools Alan provided were always useful (not overly complex) and helped to convey a clear marketing value story.”
Virginia Brailey
Vice President, Marketing and Strategy ADP
“As a global software leader transforming rapidly under private equity ownership, Precisely must operate with great speed and agility to stay out in front of market trends. One of the ways we’ve done this within the Precisely Marketing organization is to engage Alan and Demand Revenue to apply focus and industry best practices to key initiatives”
Kevin Ruane
CMO Precisely
Stories about Alan
“As a global software leader transforming rapidly under private equity ownership, Precisely must operate with great speed and agility to stay out in front of market trends. One of the ways we’ve done this within the Precisely Marketing organization is to engage Alan and Demand Revenue to apply focus and industry best practices to key initiatives”
Kevin Ruane
CMO Precisely
“Alan was a key partner in helping me plan for marketing organizational change, integration of a team due to M&A, and our overall GTM evolution. He is experienced and knowledgeable about the space, having both done the work and helped dozens of other leaders as an advisor. He is also extremely easy to work with and generous in his approach to helping others. As a CMO, it is easy to fall into the trap of thinking we know it all (we don’t), and finding people like Alan to help remind us that there are many ways to solve problems is always a gift. He can range from the very strategic to the highly practical, and he keeps his commitments. You should know him, work with him, and learn from him if you get the opportunity.”
Norman Guadagno
CMO Carbonite; Now CMO Mimecast
“Alan provided significant value as a trusted Marketing Advisor and partner to me with Philip’s global product-to-audience transformation of our marketing organizations. He presented to our CEO in Amsterdam and built relationships on multiple levels, helping us with organization design, change management, focusing on growth segments and audiences, and key metrics to track our progress.”
Thomas Lisewski
Global CMO, Philips Healthcare
“As a new VP of Marketing at Vocera, I needed support from someone that knew the healthcare market and how to grow a marketing team to be innovative, relevant and results oriented. Alan was the perfect prescription. He helped me with org design, determining how to move from a VP of Marketing to a CMO, how to leverage the tools to assess brand strength when integrating a newly acquired company, and helped me to develop a strategy to evolve field marketing as the company expanded its international focus”
Kathy English
CMO Vocera, a Stryker Company
“I have the privilege of being mentored by Alan. He is a fantastic marketing leader with extensive background as a CMO and brings a unique blend of strategic acumen and hands-on expertise. Alan’s methodical approach emphasizes crafting the right foundation before executing impactful plans. His mentorship, honed through guiding many senior marketing executives, distinguishes him as a leader committed not only to strategic excellence but also to the growth and success of those he mentors.”
Alisa Barber
Chief Marketing Officer, Paysafe
“If you are a marketing leader and are looking for help with your marketing strategy, organizational design operations, and execution across all marketing domains, I highly recommend Alan. Using his vast experience as a CMO and industry analyst, we specifically leveraged Alan’s expertise to help us across multiple projects to help identify our ideal customer profile and create a framework for integrated campaigns.”
Bernd Leger
CMO CornerstoneOnDemand
“Alan’s ability in assessing, benchmarking, augmenting organizational gaps, tackling the demand generation engine and prioritizing marketing spend is outstanding. He has a wealth of specialist resources at his disposal that can accelerate marketing transformation and he uses them wisely. As an experienced executive, Alan has a strategic mind and gains the respect of the ELT and the board rapidly to execute on delivering results rapidly.”
Payam Taaghol
Clearlake Capital
“Alan was our Interim CMO at FinThrive while we were undergoing a brand transformation and scaling up our demand generation engine.
As a seasoned CMO, he worked incredibly well with our leadership team and our private equity sponsors to deliver a very successful outcome. Given my experience, I’ve recommended Alan for additional interim CMO assignments.”
Rick Pleczko
CEO, Operating Executive Group, CapStreet Group; Vice Chairman, FinThrive Board
“Alan Gonsenhauser served as our Interim CMO / Fractional CMO at Brightly Software, a Siemens Company, from August, 2022 through January 2023. During this time, Alan played a key role on our executive leadership team, and in driving stability and alignment within the 25+ person global marketing team.
Alan brought a wealth of expertise and leadership to the role, quickly stabilizing the marketing organization during a time of significant change and our Siemens integration.”
Kevin Kemmerer
CEO Brightly Software, a Siemens company
“True professional. We recently executed a company rebrand and engaged Alan as an Advisor. Alan brought a strong Private Equity background that identified several ‘unknowns’ which allowed me to allocate resources efficiently. This was especially helpful as my team executed cross-functional governance and designed success metrics to drive success. Alan remained consistent and steadfast in his advice which kept us focused on the most important priorities. All resulting in a very successful brand launch at our annual sales kick off event.”
Chris Huff
Chief Growth Officer at Tungsten Automation
“Alan was an invaluable advisor to me in my CMO role, providing support and guidance in my ongoing quest to stay externally focused. And I often referenced the C-Suite dashboards we collaborated on in my CMO and CEO roles. The types of dashboards and marketing tools Alan provided were always useful (not overly complex) and helped to convey a clear marketing value story.”
Virginia Brailey
Vice President, Marketing and Strategy ADP
“As a global software leader transforming rapidly under private equity ownership, Precisely must operate with great speed and agility to stay out in front of market trends. One of the ways we’ve done this within the Precisely Marketing organization is to engage Alan and Demand Revenue to apply focus and industry best practices to key initiatives”
Kevin Ruane
CMO Precisely
