About Us

Madden Business Development offers fractional marketing services specifically to small business owners who are likely investing in marketing for the first time (or are new to marketing). You are likely making many decisions yourself and don’t have a full-time marketing leadership resource other than a web designer or graphics/design professional. You may feel challenged in making good decisions or evaluating whether the marketing investments you are making are even working.

We bring deep knowledge and experience from business ownership, media industry leadership, technology leadership, and marketing services to you as a fractional service. You get to use just the services you need as you grow — and our services help you grow!

Let’s work together to focus on:

  • Aligning marketing and sales to maximize results
  • Bringing consistent marketing leadership to your organization as a fractional service
  • Providing you with the education to bring perspective to marketing investment decisions
  • Creating measurable marketing tactics that deliver leads to sales

More About Me (Wayne)

I have been fortunate in my career to gather an eclectic set of expertise in the various positions of work, leadership, and ownership. Ranging from startups to buying/selling businesses, from sales and marketing to operations, from technology to media, from writing books/articles to speaking all over the world, from P&L financial accountability to writing financial software — all of these opportunities gave me a chance to learn, grow and now put this into my coaching and consulting practice for the entrepreneurs, owners, and business leaders I work with.

Below you can explore some of the experiences I have gained across multiple industries including (in no particular order) hospitality, non-profit, manufacturing and distribution, power utilities, construction, electrical products, hardware/software/web technology, telecommunications, first-responder, broadcast, radio, professional audio and video, entertainment, K-12 education, oil & gas and real estate valuation, tax assessment and collections, and voter registration.

  • Virtual CMO services for companies ranging from a local wealth management firm, to a regional $11M communications services provider, to a $300M global transit technology manufacturer
  • Marketing strategy consulting
  • Value proposition  – messaging development
  • Go-to-Market strategy (qualitative and quantitative market research, market segmentation, persona identification and research, product/market alignment, sales structure and execution strategy
  • Paid search project management (e.g., google adword, LinkedIn, Facebook)
  • Media planning and execution (digital, paid search, social media, print, events, virtual events)
  • Demand generation / lead generation planning and execution
  • Marketing automation consulting and execution
  • Content planning and content creation project management and writing

  • Direct sales management of teams of 2 to 25
  • Sales incentive/commission plan development
  • Sales goal/budget development
  • Sales KPI development and management
  • Direct responsibility for sales revenue growth
  • Lead management – distribution strategy/implementation
  • Product launch sales enablement
  • Sales development leadership for 350+ sales people (company-wide) – including sales training, sales management training, sales messaging development, etc.
  • Led Salesforce CRM implementation/adopton for major media company
  • Research and implementation of various sales training technology tools

  • New product research and development across technology and media markets
  • New product launch leadership – strategy, planning, messaging, PR, communications, sales collateral, etc.
  • Competitive analysis and positioning
  • Turn-around leadership with multiple media properties and small businesses
  • Leading overall business development activities for organizations from $500k to $20m
  • Full P&L responsibility/accountability
  • Startup of three companies (2 self-financed, 1 private investor financed)

  • Author of three books and over 200 technology-related articles (e.g., security, programming, database development and programming)
  • Keynote and workshop speaker in over 21 countries around the world on technology-related topics
  • Technology consulting engagements with IBM, Microsoft, Progress Software, Cognos Software and others.
  • Past Board member and Past President of major IBM technology users group.
  • Lead management software implementation and training
  • Sale enablement tools implementation and training
  • Operations expertise and operations leadership for software-as-a-service business solutions
  • Relational database management consulting experience
  • Website development skills/experience
  • Custom business software development (in-house software and custom packaged software) across multiple industries including banking, tax assessment/collections, legal, manufacturing-distribution, accounting, construction, real estate valuation, oil & gas valuation and voter registration.

  • Advisor for multiple companies in the sale or purchase of a business
  • Participated directly in the sale of a $100M businesss
  • Led market research for major manufacturer in evaluating a $1B business division purchase
  • Participated in due-diligence process (both sides) in transactions

Wayne Madden, Owner/Founder
From Entrepreneur to CEO