ReachForce adds lead marketer, two other execs to management team

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ReachForce, a b-to-b data services company, has added Aprimo's former CMO to its executive team, and has hired leaders of product and partner development.

Michael Emerson will join the Austin, Texas-based company as VP of marketing, effective immediately. He most recently served as CMO of Aprimo, an integrated marketing software company. Prior to that, he worked as GM of the enterprise marketing group at Siebel Systems, a CRM company bought by Oracle in 2006.

“My mission will be to articulate a clear value proposition within the b-to-b marketing space,” said Emerson. “It will also be to develop a systematic revenue generation process.”

Russell Buyse will join ReachForce as VP of products. He most recently served as head of product and technology development at Pearson Education, an educational media company. Previously, he managed technology application development at Tivoli, a storage management software company bought by IBM Corp. in 1996.

“[Buyse] will be our first senior, experienced technology product developer,” said Emerson. “He'll be installing a more rigorous product management and development process.”

Emerson and Buyse will report directly to Suaad Sait, ReachForce's CEO.

The company also named Justin England VP of partner development and strategic channels. In 2001, he cofounded marketing automation company Manticore Technology, where he was VP of sales and customer success.

England's responsibilities will include developing channel relationships with marketing automation companies, as well as system integration and data providers, said Emerson. He will report to RJ Brideau, VP of business development and customer success.

A recruiter was not used to find Buyse or England, said Emerson. He added that he was recommended by Mark Koulogeorge, managing general partner at MK Capital and a long-term investor at Aprimo. MK Capital and GSA Venture Partners invested $4.6 million in ReachForce in February.

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