WORK Technologies

Chief Marketing Officer, 2019-2023

WORK Technologies is an Esri based SaaS platform delivering real time, in-depth statistical data and reporting for energy construction project management (oil and gas pipelines/facilities and energy renewable projects).

Challenges- Oil and gas as an industry is "set in its ways" and has not embraced the use of technology in the field. The demographic of field inspectors and construction managers is older, as a whole- not tech savvy, resistant to change, most with 30+ years of experience. In many cases they would rather retire than deal with this imminent technological shift, which would leave a devastating loss of knowledge and experience in the industry. This had to be an incredibly careful product introductio/category education process.

This target is also not easy to reach in general. Unless referred you will not get an audience. They value personal relationships above all else which means being at trade shows, being at golf tournaments, being at events. I was the face of the company for 2022 and 2023. This is when we made most of our traction and started to land major contracts. When face to face, well made, relevant promotional products are a necessity for this group. 

Federal regulations are phasing in digital record keeping requirements that started in 2019 and are becoming more stringent year over year. Therefore, owner/operators are required to not only start digitally capturing all new construction detail, they are also required to digitize all legacy assets by 2030.

We had to not only introduce a new technology to a highly resistant demographic and industry, we also had to educate the entire category on the values of doing so. We had to find internal corporate pain points and solve them to coax decision makers. We had to be "the answer" to impending regulatory crack down. We had to foster several different customer journeys from field personnel, to all levels of internal management. 

In four years, we succeeded in all of the above becoming the market leader over competitors with 20 times our staff and funding. 

The company sold in January of 2024.