Dr. Reed K. Holden (Concord, MA), Founder of Holden Advisors, is a world-class pricing expert who helps clients build go-to-market strategies to drive price leadership, selling backbone and profitable growth. Dr. Holden specializes in helping sales organizations avoid the Procurement Buzz SawSM by implementing value strategies to recognize and counter margin reducing buying tactics. He is an enthusiastic and persuasive advocate for demonstrating customer value and price leadership with companies that need to adapt in highly competitive markets.
In 2012 Dr. Holden published Negotiating with Backbone: Eight Strategies to Defend your Price and Value, and in 2008, he published with co-author Mark Burton Pricing with Confidence: Ten Ways to Stop Leaving Money on the Table, a top selling pricing book for the executives. He also co-wrote The Strategy and Tactics of Pricing 2nd and 3rd editions during his tenure as CEO of Strategic Pricing Group (Monitor/Deloitte).
A dynamic and engaging presenter with over 20 years of experience, Dr. Holden is a regular speaker and keynote for executive and sales events for Fortune 1000 companies. He is engaged to facilitate negotiation, pricing and customer value workshops and coaches sales people and senior executives in companies that strive for price leadership.
Carolyn Holden leads the Holden Advisors firm and focuses her efforts on growth and the overall success of the firm. With a proven record in strategic planning, business development and growth, Carolyn works to increase the company’s footprint and service revenues for Holden Advisors.
One of three founders, she oversees the goal and investment needed to drive thought leadership and mastery in advising customers on more effective pricing. Under her watch, Holden Advisors has published 2 books, Pricing with Confidence and the ground-breaking Negotiating with Backbone. along with thought-provoking articles and whitepapers on profitable pricing through value alignment across customer organizations.
As an entrepreneurial leader, Carolyn drives the positioning of the firm, client relationships, and contracting, as well as resource planning and operations. She draws on 20 years of sales and marketing management experience. A veteran in selling professional services, her background includes venture-backed high technology start-ups as well as Fortune 500 organizations.
Chris has over 25 years of experience in sales tactics and strategy development, sales management consulting, marketing alignment, sales process, and performance improvement. She has been devoted to marquis brands in healthcare (including PBMs), logistics, transportation, office imaging, professional services, and the manufacturing industries resulting in measurable increased performance. Specifically, Chris has worked globally with clients to launch new products; design and deliver client national sales meetings; integrate sales and marketing functions around a common go-to-market strategy; enhance field coaching; optimize value propositions with improved consultative selling skills initiatives; develop sales processes and certify scores of client trainers.
Prior to joining Holden Advisors, Chris spent over a decade at Huthwaite as Director of Global Accounts, with a strong focus of delivering outstanding value with diverse, globally-based teams and distribution networks. She is known for her passion and enthusiasm as well as her ability to connect key learning points to the business world.
Under Adele’s leadership, companies have experienced profit gains and improved performance results including: moving the profits of the largest division of a multi-national conglomerate from last place to first place; continuous six quarter increases in profits of a $250m consumer products group; delivered 2% revenue lift in two years at $4B global manufacturing company by redesigning and implementing discount controls including channel programs and sales delegations; and developed and implemented revenue planning processes that provided 99% forecast accuracy in support of ’street’ reporting consistency. McLean was formerly Vice President Business Operations and Vice President of World Wide Sales Operations for Western Digital and held leadership positions in finance, operations and sales positions at IBM, Seagate Technologies, and Avaya. Adele received her B.S. in Business Administration and Master’s degree in Accounting from the University of North Carolina at Chapel Hill.
Alison is the Senior Director Product Management and Marketing. She brings two decades of marketing, sales, client, and relationship experience to the firm. Alison's leads Holden's Go-to-Market efforts for products and services.
Alison has several years of experience as a consultant and principal in the pricing, sales and marketing space. Prior to working with Holden Advisors, Alison was Principal of Consulting Services with Strategic Pricing Group (now Monitor|Deloitte) where she lead consulting and educational services sales teams, large scale project teams across multiple businesses, client relationship management, consultant development, and pricing content development. Alison has an MBA from Boston University's Graduate School of Management and a B.A. from Wells College.
Joanna VanDeWater, Sales Performance Business Director
Joanna contributes over 20 years of organizational effectiveness and development expertise with a distinct emphasis on commercial transformation, sales enablement, and business process management. Her sales excellence strategies have consistently generated tangible business results; $4M increase in pipeline opportunities, 13% increase in quota attainment, $128M in account plan opportunities, and 20% growth for multiple business units within a $14B company. Additionally, her transformation proficiency has resulted in consistently-applied enterprise sales processes, cross-functional cost-saving efficiencies, and organizational agility.
Prior to Holden Advisors, Joanna held leadership roles at HP, Ingersoll Rand, and ClubCorp. Joanna earned her B.A. in History and Business Administration from NC Wesleyan College with continued studies in Advanced Business Strategy through Cornell University.