Ross Goodwin

Ross Goodwin

Managing Partner

A 1978 SSU graduate with a BS in Physics and Mathematics, Ross Goodwin furthered his studies with an MBA in Finance from the University of California, Berkeley. As a 26-year veteran of Hewlett-Packard Company in marketing management and internal consulting to executives, Ross honed extensive experience in customer loyalty, voice of the customer feedback (VOC), sales support, sales training, service support, and new product definition/introduction within the high technology B2B environment.

Ross successfully developed and implemented HP’s first B2B TCE survey and measurement system linkage architecture, as Corporate Manager of Customer Loyalty. This entirely new survey covered products and services representing more than 80 percent of HP B2B revenues in more than 20 countries. By working alongside senior management and international cross-functional teams in various lines of businesses, Ross spearheaded the design and implementation of competitively superior customer experiences, driving revenue growth and improving profitability. Initially Ross developed the first Customer Loyalty Management Program for a $1B division at HP, linking bottom-line business performance while working with various divisions to implement strategic change, improve customer value, and integrate customer-derived priorities into the strategic planning process.

Following HP, Ross worked as a consultant in high-technology industries, telecom, financial services, and healthcare for several marketing research firms. He is also a former California “Baldrige” Examiner.

Currently, Ross is the Managing Partner for Bennett Valley Group, developing customer feedback surveys. He also teaches business classes at College of Marin and Dominican University, and is a sales coach for CustomerCentric Selling® workshops.

A lifelong Santa Rosa resident, Ross actively supported his three children and contributed to his community as the President of the Board of the Bennett Valley Union School District in 1998, and a trustee from 1994-1998. Ross currently serves as a Sonoma State Alumni Association Director and California State University Alumni Council Representative.

Brad Ball

Brad Ball


Brad has over 20 years experience as member of senior leadership teams with Open Text, Hewlett-Packard, Kraft Foods, BICC and Gemini Networks, where Brad was focused on Sales, Marketing and Service strategies and deliverables. Additionally, Brad cofounded two companies, most recently IntellectMarket, Inc. an enterprise collaboration software company, where he was cofounder and Chief Marketing Officer. Brad is currently CEO and President of LoyaltyMatch.

In the marketing and brand functions, Brad’s expertise lies in strategic planning, global marketing, and the marketing tactics to implement customer centric visions. Brad has assisted clients in portfolio management of products and services; brand segmentation and positioning; value proposition development; go-to-market strategy; marketing communications, message mapping and establishing thought leadership. Brad is particularly adept in building and engaging in professional services marketing. In the sales function, Brad’s expertise is in account based marketing and sales force tool kits and training.

Brad has presented at numerous conferences and written articles on customer retention, loyalty and database marketing for various publications. He obtained his MBA from McMaster University.