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Carl Larson Resume v2 ENTERPRISE SOFTWARE AND SERVICES SALES LEADER

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Sales, marketing, and customer success subject matter expert with hands-on B2B sales leadership experience at small, medium, and large organizations. Consistently successful and notably grows sales revenue, gross profit margins, and market share to exceed objectives. Recognized as a champion at building, re-building, and transforming best in class sales organization performance, operational process excellence, and customer outcomes. Develops new business customers, grows existing customer revenues, and introduces new product offerings to penetrate new markets. Recognized for excellence in effective sales prospecting, business-value qualification, executive relationship building, proof of value, win-win contract negotiation, and closing sales.

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Carl Larson 2046 North Dayton Street Chicago, IL 60614 (312) 925-4232 larson.carl23@gmail.com https://www.linkedin.com/in/carlwlarson https://twitter.com/carlwlarson Enterprise B2B Sales Leader | Marketing | Customer Experience | Sales & IT Management Consulting New Logo Sales Development | Market Share Expansion | Revenue Growth | Sales Plans & Performance KPIs President’s Club | Consistently Exceeds Quota | Business Value Positioning Expert | Consultative Sales Acumen #1 Sales Group & Area VP | Sales Coach, Mentor & Teacher | Experienced C-Level Sales Executive PROFESSIONAL SUMMARY  Builds, scales, and drives new and existing high-performance software sales organizations to exceed new and repeat sales revenue targets.  Manages, leads by example, and mentors outside, inside, technical, customer success, and channel sales teams by building world-class sales competencies and best practices.  Drives day-to-day sales team operations and tactics as well as engages directly with customer executives, especially in large, strategic engagements.  Clearly and concisely communicates expectations to team members and holds shared accountability for the results to consistently achieve personal and team revenue production targets.  Motivates and develops high performing sales organizations by creating a culture of trust, teamwork, empowerment, and collaboration through quality communication, relationships, coaching, and mentoring strategies for retention.  Proactively diagnoses performance issues and identifies existing skill gaps and the necessary actions to close them.  Monitors and ensures timely input and reporting of sales data that produces accurate sales reporting and forecasts.  Develops successful sales coverage and selling strategies that are effectively aligned to exceed business objectives.  Builds cross-functional teamwork betweenoutside and inside sales, marketing, customer success,and salesoperation functions to drive effective sales strategies, sales process and support, CRM execution, pipeline generation and growth, higher conversion rates, and effective customer success programs. PROFESSIONAL EXPERIENCE Redbrick Sales Advisors (RSA), Chicago,IL 2017-Present Enterprise Sales Leader | Sales Team Builder | Consultative Sales Execution | Sales Planning, Strategy & Operations RSA helps firms quickly and effectively create world-class,high-performance sales teams to increase sales-revenue-profit growth and market share while strengthening customer and brand loyalty. Results oriented, hands-on sales and sales leader subject matter expert with deep-rooted skills to: 1) Deliver proven sales results, 2) Grow new markets and market share, 3) Build brand new or re-build underperforming sales organizations, 4) Transform existing sales organization results, 5) Develop world-class sales process, execution, and engagement.  Incubated and built a ground floor sales organization, business plan, and supporting sales processes that delivered the company’s first successfulsales execution engine for the CEO of an entrepreneurial additive manufacturing firm.  Developed and executed the go-to-market sales and marketing plan and supporting demand generation campaign for an entrepreneurial technology professional services company’s sales revenue, brand awareness, and client base expansion to close the first RPA sale and grow corporate revenue over $100k.  Executed hands-on, customer-facing sales account plans with the CEO of an enterprise software start-up to: 1) Improve market share,2) Grow new customer revenues,3) Improve solution messaging, 4) Define sales execution plan, 5) Establish sales success metrics.  Developed the strategic sales plan and process to assist innovative entrepreneurs,business leaders,and CEO’s to: 1) Identify and target their total addressable market, 2) Position and communicate the products or services value- proposition, 3) Define and execute sales metrics to improve customer sales motions, pipeline and forecast qualification, and closed business results, 4) Develop and build new or re-build existing high-performance sales organizations that produce results, 5) Create and implement best practice quota, compensation, and recruiting plans. The Quinlan School ofBusiness, Loyola University, Chicago, IL 2016-Present Business School Instructor | Enterprise SaaS, PaaS, IaaS | Database | Big Data | Data Analytics | Cloud Computing MBA-educated B2B sales leader with innate, professional experience: 1) Articulating how commercial organization’s utilize business information technology to digitally transform, 2) Exhibiting a commitment to promoting academic excellence in all students and peers, 3) Exuding a positive, supportive, and motivating disposition with students, faculty, and staff, 4) Demonstrating outstanding written and verbal communication skills, 5) Assessing results and providing constructive, timely feedback.
 As a seasoned,enterprise technology sales leader, teach "the business" of business information systems and operations to passionately illustrate how businesses justify and utilize enterprise software and SaaS business applications, database,Big Data, data analytics, Cloud, and emerging technology investments to create competitive advantage, improve revenues, reduce costs, and manage risk.  Lead team discussions and create an interactive and engaging learning environment that inspires students to collaboratively learn about today's high technology solutions in a real-world classroom setting.  Provide knowledge and hands-on instruction for students to learn to develop business applications using the Microsoft Office 365 Suite including Excel and Access. Oracle Corporation, Chicago, IL 1996-2016 Oracle is a global leader in enterprise Cloud technology and world-class on-premise and SaaS software.  Established a consistent, proven track record for exceeding sales goals to profitably build businesses.  Managed client pricing and operational COGS to generate 65% annual gross profit margins and $3BB+ in sales.  Developed and built a leadership culture: hired 100+ sales execs and 25+ sales managers; 11 were promoted to VP.  Built and scaled high-performance sales teams to increase sales revenues and improve satisfaction by utilizing a consultative sales methodology to address customer business requirements.  Built and drove a go-to-market vision and plan which grew annual revenue responsibilities from $6M-$396M.  Launched a sales KPI dashboard to improve CRM forecasting that increased sales activities 33% and pipelines 50%.  Creative sales change agent who developed sales playbooks and implemented supporting sales processes to improve closure rates 300% and reduce customer sales cycle times 40%.  Negotiated and closed many $1M+ contracts and justified the customer’s investment with ROI-based business cases. Group Vice President, North American Big Data Sales Specialist Team, 2015-2016  Built and inspired the new $30MM Big Data sales practice for the Eastern United States and Canada for architecture, construction, CPG, distribution, engineering, legal, financial services, healthcare,higher education, manufacturing, professional services, oil & gas, real estate,retail, telecommunications, and utility industries.  Competed against and supported business intelligence clients who utilized Tableau, Qlik, IBM, SAP,SAS & Microsoft. Group Vice President, North American Sales, 2005-2015 Led Oracle’s $396M North American Central Group and directed over 200 field, technical, inside, and channel sales personnel across 18 states,six provinces, five areas,and twelve regions for architecture,construction, CPG, distribution, engineering, financial services, legal, manufacturing, oil & gas, retail, telecommunications, and utility industries.  Grew revenues from $294MM to $350MM, or 19% by consistently growing the business every quarter in 2014.  Achieved 123% of the quota objective and grew revenue from $231MM to $317MM, or 37% in 2011.  Achieved 125% of the quota objective and grew revenue from $187MM to $230MM, or 23% in 2007.  Grew Engineered Systems software and hardware sales 200% and was the first organization to sell 100 units exceeding the combined sales of all NA organizations.  Increased revenue from $132MM to $152MM, or 15% by leading the NA Utilities Group as the executive sponsor.  Attended the inaugural Executive Leadership Development program associated with Carnegie Mellon University. Area Vice President, North American Sales, 2003-2005 Led Oracle’s $140MM North American Central Area and directed over 100 field, technical, inside, and channel sales personnel across seven states, six provinces, and five regions for architecture, construction, CPG, distribution, engineering, financial services, healthcare, legal, manufacturing, oil & gas, retail, telecommunications, and utility industries.  Grew revenue from $122MM to $140MM, or 15%, and transaction volumes 50% to achieve annual quota in 2005.  Named executive team sponsor on Oracle’s Technology Leadership Council based upon business acumen. Regional Manager, North American Sales, 1998-2003 Led Oracle’s $22MM North American Central Region and directed over 15 field, technical, inside, and channel sales personnel for architecture, construction, CPG, distribution, energy, engineering, financial services, legal, manufacturing, retail, telecommunications, and utility industries.  Awarded Regional Manager of the Year in 2002 by growing the region from $22MM to $26MM, or 15%.  Grew revenue pipeline to 350% vs. $22MM quota by establishing and implementing key performance indicators. Territory Manager, North American Data, Analytics, and Application Platform Sales, 1996-1998 Managed Oracle’s $6.2MM Illinois commercial account sales territory and significantly overachieved quota each year.  After 18 months of successfulperformance,was promoted to Oracle Regional Manager based upon 197% and 148% sales quota attainment in 1997 and 1998 respectively and was awarded Rookie of the Year honors.  Starting in 1997, consistently qualified for Oracle’s 100% Revenue Club Excellence.
INDUSTRY SALES EXPERIENCE ENTERPRISE SALES LEADERSHIP FUNCTIONAL SALES KNOWLEDGE Architecture|Engineering|Construction Consultative Sales Management Experience Sales & IT Professional Services Banking Enterprise Sales Management Acumen Marketing & Market Strategy Consumer Packaged Goods Sales Forecasting & Reporting Economics & Finance Discrete Manufacturing Sales Process Frameworks & Methodologies Organizational Change Management Distribution Account Management & Planning Business Management|Strategy|Planning Financial Exchanges Specialty|Geo|Named Account Segmentation Data Center|Digital Transformation Healthcare Sales Quota & KPI Management Finance|Sales|Legal Support Operations Higher Education Sales Hiring & Talent Management Software as a Service|SaaS Industrial Manufacturing Complex Sales Negotiation Skills Cloud|Virtualization|IaaS|PaaS Insurance Field, Technical, Inside & Channel Sales Oracle,IBM & Microsoft Databases Oil & Gas Sales Prospecting & Pipeline Development Data Analytics|Tableau|Python|MySQL Professional Services New Logo Sales Acquisition Big Data|IoT|Business Intelligence Process Manufacturing Sales Coaching & Performance Management CRM|Oracle|Salesforce Retail Strategic Business Development Supply Chain Management|SCM Supply Chain & Logistics Enterprise, Large & SMB Account Sales Enterprise Resource Planning|ERP Telecommunications Customer Support & Success Management Human Capital Management|HCM Utilities & Energy Strong Written|Verbal|Organizational Skills Enterprise Data Security|Data Integration EDUCATION Kellogg School ofManagement, Northwestern University, Evanston, IL  MBA, Marketing, Management Strategy and Policy, Organizational Behavior.  University ofIllinois, Urbana-Champaign, Urbana, IL  BA, Economics, Dean's List.  The Institute ofEuropean Studies, Vienna, AT  International Business and German Language Studies.  Carnegie Mellon University, Pittsburgh, PA  Executive Leadership Development.  The University ofChicago, Chicago, IL  Data Analytics and Machine Learning for Business Professionals Certification.  The University ofVirginia, Darden School of Business, Charlottesville,VA  Digital Transformation Certification. PROFESSIONAL AFFILIATIONS AND PHILANTHROPIC COMMUNITY SERVICE  OCA Ventures Edge Advisor for early-stage venture capital-backed start-up companies.  St. James Lutheran Church and School Board of Elders.  Executive Leadership Alliance International, https://www.executiveleadershipalliance.com/carl-larson.  Advisory Board Member, Ampersand Markets.  Board Member, Aculocity, LLC.  The Ruth C. Schoenbeck Scholarship Foundation Executive Board Member.  Kellogg Graduate School of Management Leadership Immersion Facilitator and Coach.  Northwestern University Network Mentorship Program Coach.  China Shenzhen Nanshan Entrepreneurs Star Build312 Competition Judge.  One Million Degrees (previously known as The Illinois Education Foundation) Coach and Mentor.  Chicago Chamber of Commerce Board Member, 2005-2014.  The American Production and Inventory Control Society (APICS),CPIM Certification. REFERENCE MATERIALS AND RESOURCES  LinkedIn: https://www.linkedin.com/in/carlwlarson  Twitter: https://twitter.com/carlwlarson  Sales Management Excellence Presentation: https://www.slideshare.net/CarlLarson4/trust-conquers-all-148598443  Sales Performance Excellence Presentation: https://www.slideshare.net/CarlLarson4/there-is-no-i-in-team-nor-in- delivering-sales-excellence-148491565  Sales Account Planning Excellence Presentation: https://www.slideshare.net/CarlLarson4/knowledge-is-your- sales-superpower  Sales Key Performance Indicators Best Practices: https://www.slideshare.net/CarlLarson4/if-you-cant-measure-or- monitor-it-you-cant-manage-it-156678945

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Carl Larson Resume v2 ENTERPRISE SOFTWARE AND SERVICES SALES LEADER

  • 1. Carl Larson 2046 North Dayton Street Chicago, IL 60614 (312) 925-4232 larson.carl23@gmail.com https://www.linkedin.com/in/carlwlarson https://twitter.com/carlwlarson Enterprise B2B Sales Leader | Marketing | Customer Experience | Sales & IT Management Consulting New Logo Sales Development | Market Share Expansion | Revenue Growth | Sales Plans & Performance KPIs President’s Club | Consistently Exceeds Quota | Business Value Positioning Expert | Consultative Sales Acumen #1 Sales Group & Area VP | Sales Coach, Mentor & Teacher | Experienced C-Level Sales Executive PROFESSIONAL SUMMARY  Builds, scales, and drives new and existing high-performance software sales organizations to exceed new and repeat sales revenue targets.  Manages, leads by example, and mentors outside, inside, technical, customer success, and channel sales teams by building world-class sales competencies and best practices.  Drives day-to-day sales team operations and tactics as well as engages directly with customer executives, especially in large, strategic engagements.  Clearly and concisely communicates expectations to team members and holds shared accountability for the results to consistently achieve personal and team revenue production targets.  Motivates and develops high performing sales organizations by creating a culture of trust, teamwork, empowerment, and collaboration through quality communication, relationships, coaching, and mentoring strategies for retention.  Proactively diagnoses performance issues and identifies existing skill gaps and the necessary actions to close them.  Monitors and ensures timely input and reporting of sales data that produces accurate sales reporting and forecasts.  Develops successful sales coverage and selling strategies that are effectively aligned to exceed business objectives.  Builds cross-functional teamwork betweenoutside and inside sales, marketing, customer success,and salesoperation functions to drive effective sales strategies, sales process and support, CRM execution, pipeline generation and growth, higher conversion rates, and effective customer success programs. PROFESSIONAL EXPERIENCE Redbrick Sales Advisors (RSA), Chicago,IL 2017-Present Enterprise Sales Leader | Sales Team Builder | Consultative Sales Execution | Sales Planning, Strategy & Operations RSA helps firms quickly and effectively create world-class,high-performance sales teams to increase sales-revenue-profit growth and market share while strengthening customer and brand loyalty. Results oriented, hands-on sales and sales leader subject matter expert with deep-rooted skills to: 1) Deliver proven sales results, 2) Grow new markets and market share, 3) Build brand new or re-build underperforming sales organizations, 4) Transform existing sales organization results, 5) Develop world-class sales process, execution, and engagement.  Incubated and built a ground floor sales organization, business plan, and supporting sales processes that delivered the company’s first successfulsales execution engine for the CEO of an entrepreneurial additive manufacturing firm.  Developed and executed the go-to-market sales and marketing plan and supporting demand generation campaign for an entrepreneurial technology professional services company’s sales revenue, brand awareness, and client base expansion to close the first RPA sale and grow corporate revenue over $100k.  Executed hands-on, customer-facing sales account plans with the CEO of an enterprise software start-up to: 1) Improve market share,2) Grow new customer revenues,3) Improve solution messaging, 4) Define sales execution plan, 5) Establish sales success metrics.  Developed the strategic sales plan and process to assist innovative entrepreneurs,business leaders,and CEO’s to: 1) Identify and target their total addressable market, 2) Position and communicate the products or services value- proposition, 3) Define and execute sales metrics to improve customer sales motions, pipeline and forecast qualification, and closed business results, 4) Develop and build new or re-build existing high-performance sales organizations that produce results, 5) Create and implement best practice quota, compensation, and recruiting plans. The Quinlan School ofBusiness, Loyola University, Chicago, IL 2016-Present Business School Instructor | Enterprise SaaS, PaaS, IaaS | Database | Big Data | Data Analytics | Cloud Computing MBA-educated B2B sales leader with innate, professional experience: 1) Articulating how commercial organization’s utilize business information technology to digitally transform, 2) Exhibiting a commitment to promoting academic excellence in all students and peers, 3) Exuding a positive, supportive, and motivating disposition with students, faculty, and staff, 4) Demonstrating outstanding written and verbal communication skills, 5) Assessing results and providing constructive, timely feedback.
  • 2.  As a seasoned,enterprise technology sales leader, teach "the business" of business information systems and operations to passionately illustrate how businesses justify and utilize enterprise software and SaaS business applications, database,Big Data, data analytics, Cloud, and emerging technology investments to create competitive advantage, improve revenues, reduce costs, and manage risk.  Lead team discussions and create an interactive and engaging learning environment that inspires students to collaboratively learn about today's high technology solutions in a real-world classroom setting.  Provide knowledge and hands-on instruction for students to learn to develop business applications using the Microsoft Office 365 Suite including Excel and Access. Oracle Corporation, Chicago, IL 1996-2016 Oracle is a global leader in enterprise Cloud technology and world-class on-premise and SaaS software.  Established a consistent, proven track record for exceeding sales goals to profitably build businesses.  Managed client pricing and operational COGS to generate 65% annual gross profit margins and $3BB+ in sales.  Developed and built a leadership culture: hired 100+ sales execs and 25+ sales managers; 11 were promoted to VP.  Built and scaled high-performance sales teams to increase sales revenues and improve satisfaction by utilizing a consultative sales methodology to address customer business requirements.  Built and drove a go-to-market vision and plan which grew annual revenue responsibilities from $6M-$396M.  Launched a sales KPI dashboard to improve CRM forecasting that increased sales activities 33% and pipelines 50%.  Creative sales change agent who developed sales playbooks and implemented supporting sales processes to improve closure rates 300% and reduce customer sales cycle times 40%.  Negotiated and closed many $1M+ contracts and justified the customer’s investment with ROI-based business cases. Group Vice President, North American Big Data Sales Specialist Team, 2015-2016  Built and inspired the new $30MM Big Data sales practice for the Eastern United States and Canada for architecture, construction, CPG, distribution, engineering, legal, financial services, healthcare,higher education, manufacturing, professional services, oil & gas, real estate,retail, telecommunications, and utility industries.  Competed against and supported business intelligence clients who utilized Tableau, Qlik, IBM, SAP,SAS & Microsoft. Group Vice President, North American Sales, 2005-2015 Led Oracle’s $396M North American Central Group and directed over 200 field, technical, inside, and channel sales personnel across 18 states,six provinces, five areas,and twelve regions for architecture,construction, CPG, distribution, engineering, financial services, legal, manufacturing, oil & gas, retail, telecommunications, and utility industries.  Grew revenues from $294MM to $350MM, or 19% by consistently growing the business every quarter in 2014.  Achieved 123% of the quota objective and grew revenue from $231MM to $317MM, or 37% in 2011.  Achieved 125% of the quota objective and grew revenue from $187MM to $230MM, or 23% in 2007.  Grew Engineered Systems software and hardware sales 200% and was the first organization to sell 100 units exceeding the combined sales of all NA organizations.  Increased revenue from $132MM to $152MM, or 15% by leading the NA Utilities Group as the executive sponsor.  Attended the inaugural Executive Leadership Development program associated with Carnegie Mellon University. Area Vice President, North American Sales, 2003-2005 Led Oracle’s $140MM North American Central Area and directed over 100 field, technical, inside, and channel sales personnel across seven states, six provinces, and five regions for architecture, construction, CPG, distribution, engineering, financial services, healthcare, legal, manufacturing, oil & gas, retail, telecommunications, and utility industries.  Grew revenue from $122MM to $140MM, or 15%, and transaction volumes 50% to achieve annual quota in 2005.  Named executive team sponsor on Oracle’s Technology Leadership Council based upon business acumen. Regional Manager, North American Sales, 1998-2003 Led Oracle’s $22MM North American Central Region and directed over 15 field, technical, inside, and channel sales personnel for architecture, construction, CPG, distribution, energy, engineering, financial services, legal, manufacturing, retail, telecommunications, and utility industries.  Awarded Regional Manager of the Year in 2002 by growing the region from $22MM to $26MM, or 15%.  Grew revenue pipeline to 350% vs. $22MM quota by establishing and implementing key performance indicators. Territory Manager, North American Data, Analytics, and Application Platform Sales, 1996-1998 Managed Oracle’s $6.2MM Illinois commercial account sales territory and significantly overachieved quota each year.  After 18 months of successfulperformance,was promoted to Oracle Regional Manager based upon 197% and 148% sales quota attainment in 1997 and 1998 respectively and was awarded Rookie of the Year honors.  Starting in 1997, consistently qualified for Oracle’s 100% Revenue Club Excellence.
  • 3. INDUSTRY SALES EXPERIENCE ENTERPRISE SALES LEADERSHIP FUNCTIONAL SALES KNOWLEDGE Architecture|Engineering|Construction Consultative Sales Management Experience Sales & IT Professional Services Banking Enterprise Sales Management Acumen Marketing & Market Strategy Consumer Packaged Goods Sales Forecasting & Reporting Economics & Finance Discrete Manufacturing Sales Process Frameworks & Methodologies Organizational Change Management Distribution Account Management & Planning Business Management|Strategy|Planning Financial Exchanges Specialty|Geo|Named Account Segmentation Data Center|Digital Transformation Healthcare Sales Quota & KPI Management Finance|Sales|Legal Support Operations Higher Education Sales Hiring & Talent Management Software as a Service|SaaS Industrial Manufacturing Complex Sales Negotiation Skills Cloud|Virtualization|IaaS|PaaS Insurance Field, Technical, Inside & Channel Sales Oracle,IBM & Microsoft Databases Oil & Gas Sales Prospecting & Pipeline Development Data Analytics|Tableau|Python|MySQL Professional Services New Logo Sales Acquisition Big Data|IoT|Business Intelligence Process Manufacturing Sales Coaching & Performance Management CRM|Oracle|Salesforce Retail Strategic Business Development Supply Chain Management|SCM Supply Chain & Logistics Enterprise, Large & SMB Account Sales Enterprise Resource Planning|ERP Telecommunications Customer Support & Success Management Human Capital Management|HCM Utilities & Energy Strong Written|Verbal|Organizational Skills Enterprise Data Security|Data Integration EDUCATION Kellogg School ofManagement, Northwestern University, Evanston, IL  MBA, Marketing, Management Strategy and Policy, Organizational Behavior.  University ofIllinois, Urbana-Champaign, Urbana, IL  BA, Economics, Dean's List.  The Institute ofEuropean Studies, Vienna, AT  International Business and German Language Studies.  Carnegie Mellon University, Pittsburgh, PA  Executive Leadership Development.  The University ofChicago, Chicago, IL  Data Analytics and Machine Learning for Business Professionals Certification.  The University ofVirginia, Darden School of Business, Charlottesville,VA  Digital Transformation Certification. PROFESSIONAL AFFILIATIONS AND PHILANTHROPIC COMMUNITY SERVICE  OCA Ventures Edge Advisor for early-stage venture capital-backed start-up companies.  St. James Lutheran Church and School Board of Elders.  Executive Leadership Alliance International, https://www.executiveleadershipalliance.com/carl-larson.  Advisory Board Member, Ampersand Markets.  Board Member, Aculocity, LLC.  The Ruth C. Schoenbeck Scholarship Foundation Executive Board Member.  Kellogg Graduate School of Management Leadership Immersion Facilitator and Coach.  Northwestern University Network Mentorship Program Coach.  China Shenzhen Nanshan Entrepreneurs Star Build312 Competition Judge.  One Million Degrees (previously known as The Illinois Education Foundation) Coach and Mentor.  Chicago Chamber of Commerce Board Member, 2005-2014.  The American Production and Inventory Control Society (APICS),CPIM Certification. REFERENCE MATERIALS AND RESOURCES  LinkedIn: https://www.linkedin.com/in/carlwlarson  Twitter: https://twitter.com/carlwlarson  Sales Management Excellence Presentation: https://www.slideshare.net/CarlLarson4/trust-conquers-all-148598443  Sales Performance Excellence Presentation: https://www.slideshare.net/CarlLarson4/there-is-no-i-in-team-nor-in- delivering-sales-excellence-148491565  Sales Account Planning Excellence Presentation: https://www.slideshare.net/CarlLarson4/knowledge-is-your- sales-superpower  Sales Key Performance Indicators Best Practices: https://www.slideshare.net/CarlLarson4/if-you-cant-measure-or- monitor-it-you-cant-manage-it-156678945