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Bruce Cleveland

Author of the best seller “Traversing the Traction Gap", Enterprise software executive and investor

Bruce Cleveland is a distinguished figure in Silicon Valley with a wealth of experience as a Chief Marketing Officer (CMO) and Chief Product Officer (CPO) at top-tier companies such as Oracle, Apple, Siebel Systems, and C3 AI. Additionally, he has excelled as a General Partner in leading venture capital firms. Bruce has also demonstrated his entrepreneurial skills as the founder and CEO of GreenFig, now known as Ziplines Education. His notable achievements in business and technology include spearheading the Enterprise AI category and positioning C3 AI as the industry leader during his tenure as CMO. At Siebel Systems, he oversaw significant growth from $4 million to $2 billion in annual revenue across marketing, alliances, and product divisions over a decade. During his time at Apple, Bruce led an engineering division pivotal in developing various Apple software products, while his early-stage startup leadership at Oracle helped drive the company forward.

Highlights

Jun 25 · linkedin

Graphic courtesy of CB Insights.

Once again, the number 2 reason for startup failure remains ‘no market need’. The number 1 reason - IMHO - is highly correlated to reason number 2.

This is why I say that ‘market engineering’ is mission critical - category creation/defining, thought leadership, storytelling, messaging and positioning - the term I came up with for my book.

Product engineering is table stakes. ‘Market engineering’ determines the winners from the rest.

Jun 16 · linkedin

This is one of the best articles I've read about the role and importance of B2B Marketing. It discusses why "market engineering" is critical to the success of startups and new product launches from mature companies. I encourage you to download the guide at the end of the article.

Bruce Cleveland
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Location

United States