The modern perspective of the path to revenue begins with a marketing funnel followed by transition to a sales pipeline, and – if the metrics are especially advanced – continues with a customer retention chart combined with customer lifetime value calculations.

In a perfect world this pathway would be a well-run continuous loop, but the reality in most firms is a series of separate, distinct processes with disconnected teams, different measurements, and minimal coordination. Aside from periodic QBRs or executive level status meetings, each aspect of the sales pipeline acts relatively independently. When something slips, finger pointing at other groups often occurs instead of evaluating the entire process.

By adopting a holistic, integrated view following customer touch points from the first internet search and eventual purchase to advocacy, a company can maximize each stage of investment. Companies can build better marketing programs, achieve higher “win” rates through improved sales roles and focus, and close the loop with stronger customer retention and advocacy. Through unified measurements and integrated incentive plans, a company starts having a total picture combined with a unified workforce.


Erik focuses on helping companies drive expansion and growth by better alignment of positions, responsibilities and incentives. He brings experience ranging from multinational enterprise firms to small startups, allowing him to design and apply different models depending on the market, people, and corporate goals. He focuses on helping companies align their teams with every stage of customer identification, acquisition, and retention.

Areas of Consulting and Research

  • Analysis and recommendations for product positioning and messaging.
  • Sales and marketing roles, responsibilities, overlaps and key measures.
  • Identification of missing links, areas of improvement and focal points for improvement in customer acquisition and retention.
  • Design and communication of improved incentive plans with strong line-of-sight metrics and a combination of long-term and short-term incentives.


Erik’s first consulting arrangement was a turnaround contract focused on education sales for Apple in Anchorage, AK. From there he moved to Sibson & Co, where he was part of the sales and executive incentive compensation consulting practice groups. He transitioned to helping develop the necessary technology to execute those recommendations as a member of the product marketing teams at Callidus Cloud (CLDS) and later at Xactly (XTLY). With over 20 years of experience helping companies profitably grow, he now works as a consultant and advisor. At events he is available as a speaker, panel member and panel moderator.


Erik has a Bachelor’s degree from Stanford University and an MBA from the Paul Merage School of Business at the University of California, Irvine. At Merage he serves as a mentor for students, an occasional guest lecturer, and is a charter member of the Dean’s Leadership Circle.