Bruce Scheer is President of FutureSight, and has over 20 years of business management and consulting experience. He brings unique and insightful perspectives to client engagements that reflect his passions for technology and strategic marketing and sales enablement. With confidence, optimism and a sense of urgency, Bruce enjoys helping global IT services, software, hardware, and professional services organizations achieve marketing success and great business results.
Bruce takes a holistic approach to developing highly-effective market strategies. After analyzing internal perspectives and outside influences, he helps organizations deliver breakthrough messaging executed through high impact campaigns and rapid sales enablement that can truly impact their business. His specialties include market opportunity analysis; definition and customer segmentation; business planning and financial model development; positioning and messaging development; market research and validation; partner and customer engagement strategies; digital marketing strategies; integrated campaign development; and business value selling.
Before founding FutureSight, Bruce held executive positions in consulting firms and in industry across North America and Asia. He also served as Vice President and West Coast Office Director for MSI Consulting, where he worked with industry-leading clients to identify strategic market opportunities and develop go-to-market campaigns for new products and services.
A noted author and speaker, Bruce is available to share his expertise on a wide range of business topics, including the business value of IT, and selling and marketing based on ROI. He earned an MBA in International Marketing at the University of Oregon, and continued learning at Cornell, University of Copenhagen, UC Berkeley, and University of Michigan. Bruce is currently based in Vashon Island, Washington
Positioning Insight Specialist
As a Positioning Insight Specialist at FutureSight, Lawson Abinanti applies over 25 years of experience helping clients tell a better story about their product, service or company. His success is based on deep expertise in B2B software marketing, sales and business development, and product marketing across multiple industries and enterprise markets. He has consulted with hundreds of marketing professionals to help distinguish their software and service offerings in a highly competitive marketplace.
Using a formal, systematic and proven methodology, Lawson helps create compelling positioning and message strategies that differentiate, build awareness and create demand. He especially enjoys conducting workshops in which he shares his tools, expertise and business processes so that clients can independently create messaging that is unique, believable and easily adapted to traditional and digital media.
Lawson has held strategic marketing and management positions with global B2B software companies, enterprise software companies and Value Added Resellers. Companies benefitting from his expertise, directly and indirectly include Navision (in Denmark; now owned by Microsoft), Applix, TM1 Software, Timeline, Prime Factors, ADP Canada, Microsoft Business Solutions, Cognos, VCG Software, VoxVue, 90 Degree Software, MapInfo, Outlooksoft, Kit Software, Epic Data, Crystal Decisions, WRQ Software and RightNow Technologies.
A professional journalist who blogs about positioning and messaging, Lawson earned a BA in Political Science from Washington State University. He also completed all core courses at the School of Journalism at the University of Washington.