Jeff is a Senior Advisor at Norwest, helping portfolio companies sharpen go-to-market (GTM) strategy, commercialize AI offerings, and build differentiated, repeatable growth engines.

He partners with leadership teams to clarify their vision and positioning, refine their ideal customer profile (ICP), and align sales, marketing, product and partners around a focused go-to-market motion. He has significant experience helping companies cut through jargon, articulate “what they want to be famous for,” and translate complex technology into compelling, concise narratives.

Jeff is an AI commercialization leader, CRM & AI thought leader, and three-time category creator of SaaS categories now recognized by Gartner and Forrester. With more than 15 years of experience, he has held senior global executive and entrepreneurial leadership roles, including serving as CMO for Kanata and Duetto, Founder and Principal of The Fieldgate Group, and Global Head of CRM and VP of Product Marketing for Pegasystems, where he spent 6.5 years and led the CRM go-to-market. As a former co-founder of Kitewheel (a category-creating, Gartner Cool Vendor) he also understands the context of launching businesses and new markets.

His B2B SaaS expertise spans CRM, customer service, sales force automation, MarTech, digital process automation, professional services automation, real-time decisioning and predictive modeling. He also brings experience with SaaS AI pricing and packaging models, product strategy, and enterprise Challenger Selling strategy.

Known for combining market strategy with hands-on execution, Jeff helps leadership teams identify where they can win, build a compelling story around that opportunity, and align their organizations for greatest success.