Charleston, S.C. (Oct. 29, 2003) -- Nonprofit accounting software vendor Blackbaud Inc. has appointed customer relationship management veteran Brad Braddock as its vice president of marketing, who will primarily oversee the company’s efforts to broaden its range of products and services.
Braddock was a member of the executive teams at CRM software vendors iMediation Inc. and Prime Response, where he was in charge of marketing and business development. His background also includes brand and product positions at Intel Corp. and strategy consulting at Booz Allen Hamilton.
Braddock has spent much of his career specializing in product marketing and market research. At iMediation and Prime Response, he relied heavily on market research and customer input to ensure the successful launch of new products.
He sees many similarities between his recent background and his current charge.
“Even though the customer bases were different, the focus was always on new products and helping people understand the benefits of those products to successfully adopt them,” Braddock said. “The way you launch a new product is through educating prospects and customers and I fit right into the next stage of this company. We need to communicate all new features and functions into a benefit and that is something I have had to do in the past.”
Braddock said Blackbaud chief executive Robert Sywolski approached him several months ago about joining. Right away he knew it was a good fit as Braddock was looking for a company with “an excellent executive team,” as well as one that was “a leader in their segment.” Braddock also said he “wanted an interesting challenge and a great story to tell.”
Next year Blackbaud plans to launch a business intelligence product called Information edge, additional analytics and data services, a new version of its student information system for the independent school market, and a higher education-focused Internet solution.
-- Seth Fineberg
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