Dave joined the technology industry after earning a Bachelor of Science in International Relations from Stanford.  Throughout 25 years of product marketing for B2B software firms, Dave has continuously driven research and analysis of buyer needs, user best practices, and vendor/competitor landscapes to formulate and execute GTM strategies.  

Dave’s industry experience includes five years in IT Financial Management / Technology Business Management at Apptio; eight years in IT Asset Management, the Configuration Management Database, and IT Service Management at BMC Software, CA, and HP; and three years in security and DevSecOps automation at Puppet and Alert Logic.

In 2019, Dave founded Decode Value, a GTM strategy consultancy for B2B software that integrates market research and customer value analysis into positioning, segmentation, and playbooks for sellers and marketers.