Management & Board of Directors


Jim Berryhill,

CEO, Co-Founder and Director

“Every deal we work on is associated with a customer project that has a business case. We should not expect high performance in our sales and customer success organizations if we don’t understand that business case, the business outcomes to be achieved, and the economic value our products, services and solutions mean for the business case.”

Jim spent over 30 years in enterprise software sales and sales management, leading high-performance teams at ADR, CA, Siebel Systems and HP Software with focus on value selling. He founded DecisionLink with a vision to make Customer Value a strategic asset by delivering the first enterprise-class platform for Customer Value Management.

“It’s been hard, if it were easy, somebody would have done it already. We’ve solved some tremendously difficult problems and had great customer-partners like ServiceNow, DocuSign, VMware, Marketo, Crowdstrike and Caterpillar participate in the journey. We’re not done, but DecisionLink ValueCloud® is the first ever enterprise-class business application for value selling. And we’re just getting warmed up.”

Jim is a graduate of the University of Georgia, resides in Atlanta with his wife Elise and has 2 children and 3 grand-children.


John Porter

CTO and Co-Founder

As CTO and Co-founder of DecisionLink, Mr. Porter emphasizes that DecisionLink’s ValueCloud® provides the platform that facilitates the expectations, agreement and realization of customer value across the entire customer journey.

Mr. Porter is an inventive technologist with incredible knowledge and enthusiasm about customer value management. Mr. Porter has served in numerous management and leadership roles across sales, product management and customer success serving over 1000 companies around the globe.


Joanne Moretti

Acting Chief Marketing Officer, Board Member, CEO & Founder of JCurve Digital

As Acting CMO for DecisionLink, Ms. Moretti believes every business will be able to achieve successful differentiation through prioritizing and effectively implementing customer value management.

Ms. Moretti has held dual responsibilities at Jabil, Inc., a Fortune 200 manufacturing solutions company. She was Senior Vice President and Chief Marketing Officer for the corporation, and at the same time, held P&L responsibilities for the Radius business unit, Jabil’s innovation and development design consultancy. Prior to Jabil, Ms. Moretti was the VP and Chief Marketing Officer for Dell’s Software division.


Richard Haddrill

Executive Vice Chairman, Scientific Games Inc. Board of Directors

Richard Haddrill is the Executive Vice Chairman of Scientific Games Inc., a global leader in gaming technology. He previously was chief executive officer of three successful publicly traded technology companies — Bally Technologies, Manhattan Associates, and Powerhouse Technologies — and has served on the board of directors of nine companies. Previously Haddrill was a Partner and Managing Partner at Ernst & Young, where he also served as National Director of Entrepreneurial Services.

Haddrill is active in various charitable endeavors, including The Smith Center for the Performing Arts and Boys Scouts of America. He recently founded The Groop LLC (, a family office to invest in and advise a variety of private companies.


Jeff Mitchell

Vice President WW Sales, End User Computing, VMware Board of Directors

Jeff Mitchell serves as Vice President of Worldwide Sales for End-User Computing at VMware, a global leader in cloud infrastructure and business mobility. In this role, Mitchell oversees all global sales initiatives across the $1.2 billion EUC business. He is responsible for growing company revenue, forging strong customer relationships, and managing the EUC sales process to ensure his team achieves all quarterly targets.

Jeff has led significant growth in the EUC business by increasing value in the enterprise business while maintaining momentum in the volume business, resulting in growth from a $100 million mobility business to over $500 million in four years. Mitchell and his 800-person field sales team have also lead the Digital Workspace Transformation initiative to change and improve the way VMware employees and customers work by using EUC solutions. Jeff brings more than 20 years of executive experience in building and running successful sales teams to VMware.

Mitchell was previously CEO of Corrective Education Company (CEC), a leading software company focused on redefining retail loss prevention. During his tenure, the organization grew rapidly as they helped retailers significantly reduce time and resources to address shrink. Prior to CEC, Jeff served as Executive Vice President of Sales and Marketing for Americas at Manhattan Associates, the leading global supply chain management solution provider. Mitchell joined the Manhattan Associates as the first outside sales representative and helped grow the company from 50 employees and $15 million in revenue to more than 2,500 employees and $400 million in revenue. As a sales leader, Mitchell saw more than 15 years of consecutive profitability and revenue growth.

Mitchell started his career in a variety of roles at ADP and Summit Group, where he earned numerous accolades at both organizations for outstanding achievement. Mitchell earned a Bachelor of Science in business, management, marketing and related support services from the University of Indianapolis School of Business. He remains an active board member of CEC.

Board of advisors and CAB Members


Joe Sexton



Mark Stevens



Bob Caravella

HP Software


Mike Maxey



Joanathan Lerner



Ran Haimoff



Sean Haglund



Chris Dowse


DL valuecloud2