Leadership and Board of Directors

CEO, Co-Founder and Chariman

CTO, Co-Founder and Director

CMO and Director

Chief Revenue Officer

Chief Financial Officer

Chief Human Resources Officer

SVP, Product Strategy

SVP, Product Engineering

AppDynamics

Executive Vice Chairman, Scientific Games Inc. Board of Directors

Jim Berryhill

Jim Berryhill
CEO, Co-Founder, and Chairman

Value Management will be the next great category for businesses wanting to achieve excellence in all phases of interaction with customers and prospects.

Every sale we work on is associated with a customer project that has a business case. Customer care is about that business case, as well. 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 a focus on value selling. He founded DecisionLink with a vision to make Customer Value a strategic, competitive asset in the Digital Economy by delivering the first enterprise-class platform for Value Management.

“It’s been hard, if it were easy, somebody would have done it already. We’ve solved some tremendously difficult problems and have 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.”

Chris Dowse, Global Senior Director of Value Insights for ServiceNow shares, “As CEO of DecisionLink, Jim has been a great partner to ServiceNow. He’s built a transformative technology for value management and an incredible team that has been instrumental in shaping the Value Management Program into a digital weapon at ServiceNow. Jim's knowledge of the Value space is unparalleled. When the industry invented the term ‘trusted advisor’ they were talking about Jim."

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

John Porter
CTO, Co-Founder, and Director

John is the first, and only, person to build an integrated platform for value management, which aligns expectations, agreement, and realization of customer value across the entire customer journey. As CTO, Co-Founder and Director of DecisionLink, John and his team have engineered more value solutions than any company, while helping to solve some of the most complex business modeling challenges for some of the largest companies in the world, including ServiceNow, DocuSign, Caterpillar, VMware, and Crowdstrike.

John is an inventive technologist with incredible knowledge and enthusiasm about customer value management. He has served in numerous management and leadership roles across sales, product management, and customer success at edocs, Siebel, Oracle and SAP.

Joanne Moretti

Joanne Moretti
CMO and Director

As CMO for DecisionLink, Joanne believes every business will be able to achieve successful differentiation through prioritizing and effectively implementing customer value management. With 30+ Years serving as an executive in Chief Marketing Officer roles, Sales GM roles, and full P&L roles at various Fortune 500 companies, Joanne is a world-class go-to-market executive. Joanne is focused on driving go-to-market strategies and transformations, that create high value and sustainable growth for customers and shareholders.

Previously, Joanne 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, Joanne was the VP and Chief Marketing Officer for Dell’s Software division.

Joanne is a Lean Six Sigma Master and is a Computer Programming grad of CDI Institute, Toronto.  She speaks, mentors, and supports women in growing their careers in STEM-related industries.

michael maxey photo

Michael Maxey
Chief Revenue Officer

Mike Maxey is Chief Revenue Officer of DecisionLink, the visionary market leader of Customer Value Management. Mike is responsible for Sales, Partnership, and Customer Success driving rapid scale in this emerging market segment.

Mike brings more than 16 years of technology and software industry knowledge in early-stage, high-growth companies. Most recently, Mike was head of World-Wide Sales, Emerging Products at VMware, the global leader and innovator in Digital Workspace solutions. Mike led a team of specialists responsible for launching new initiatives Globally for End User Computing and was instrumental in the integration of the AirWatch sales team, post-acquisition by VMware. Mike led the strategic “Customer For Life” program which used DecisionLink’s ValueCloud to drive sales growth from $250m to $2B, by transforming business value selling.

Prior to VMware, Mike served on the sales leadership team for AirWatch, helping win the market in Enterprise Mobility Management, leading to an acquisition of AirWatch by VMware for $1.6B. Mike also held senior sales roles across early-stage companies Accruent and Mikai Technology. He began his career-long journey as a value seller at Ricoh, in the document management industry.

Lori Parro

Lorri Parro
Chief Financial Officer

Lori is a CFO, a CPA and brings more than 25 years of financial and operational leadership with a proven track record of execution, having served as the lead finance executive for a number of life sciences, pharmaceutical, drug development, and medical device companies. 

Many of Lori’s client companies have been long-term engagements where she oversees financial, tax, cash management, budgetary, and audit aspects of the business.

Lori has extensive experience in startup incorporation, corporate funding, IP licensing &transfer, business planning, and rapid early-stage growth management. 

Maria Goldsholl

Maria Goldsholl
Chief Human Resources Officer

Maria is a seasoned, energetic executive leader with an extensive background in organizational and talent development, culture management, developing HR infrastructure, and building teams and operations. Her expertise has been featured in Forbes HR council, The Wall Street Journal, Working Mother Magazine, Entrepreneur, and others.

As a consultant working with executive leadership teams in fast-growing companies, Maria creates and executes strategy, partnering with internal stakeholders, for all facets of people operations, including talent acquisition, onboarding programs, employee engagement, and retention, performance management, and coaching, career development, HRIS, and Applicant Tracking Systems, legal compliance compensation & benefits, in addition to guidance on mergers & acquisitions and scalability. As an operator and an HR exec, she has a unique lens into the operational and Human Resource problems that can derail a growing organization.

Cliff Elam

Cliff Elam
SVP, Product Strategy

Cliff’s customer experience, market knowledge, and passion for innovation enable him to lead product strategy for DecisionLink’s ValueCloud® platform. Cliff joined DecisionLink in 2020 and in addition to product strategy, he has responsibility for the company’s go-to-market strategies, operations, and partner channel development. Cliff works closely with our rapidly growing ecosystem of systems integration and reseller partners to deliver consistent, world-class value management solutions for our customers.

Cliff has over 25 years of management consulting experience in complex multi-national enterprises, specializing in customer experience improvements and cross-organization process improvement.

Chris Richards

Chris Richards
SVP, Product Engineering

Chris is a proven technology leader who has helped companies architect high-performance, scalable platforms, and start-ups build and grow their engineering teams.  He brings his extensive experience and passion for building technology to lead the design and development of DecisionLink's innovative ValueCloud® platform.

Most recently, Chris oversaw Core Services and Operations at Plex, while also leading development and integrations for Plex's ad-supported video-on-demand product launch in late 2019.  Prior to Plex, Chris co-founded and was CTO of a start-up leveraging machine learning to provide analytics and drive user engagement on connected TVs. Chris served as the CTO at TapIt Media Group, which was acquired by Phunware in late 2012, where he served as Chief Architect through July 2015.  Prior to joining TapIt, he worked for Solipsys Corporation (acquired by Raytheon) and was the first software engineer hired at Millennial Media.  Millennial went on to IPO and was subsequently acquired by AOL.

Joe Sexton

Joe Sexton
AppDynamics

Joe Sexton is the former President of Worldwide Field Operations at AppDynamics. Prior to AppDynamics, he spent significant time in senior leadership roles at McAfee, Mercury Interactive, and CA Technologies. At each of those companies, Joe’s distinguished himself with his commitment to Customer Value which was critical to each companies’ success. Widely regarded as one of the ultimate sales leaders in the software industry, Joe’s leadership driving the growth of AppDynamics from a $12M early-stage company to a near $4B exit is a pinnacle achievement in the SaaS industry.

Joe serves on the Board of Directors of CrowdStrike, DecisionLink, Menlo Security, Contrast Security, D2IQ, and BrainBox Intelligent Marketing. He was recently on the Executive Advisory Board of PagerDuty where he helped their sales team while they transitioned from a private company to being listed on the New York Stock Exchange via a successful IPO.

Joe earned his BA in Marketing from the University of Kentucky. He is very passionate about mentorship, helping women succeed in the workplace, and teaching salespeople how to become Value Professionals.

Richard Hadrill

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 (www.thegroop.com), a family office to invest in and advise a variety of private companies.

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3423 Piedmont Rd NE • Atlanta, GA 30305
Phone: 800-670-8301 • E-mail: info@decisionlink.com