Strategic Executive Hires to Build on Company Momentum and Propel Product, Research and Marketing Initiatives

Tethr, the leading AI-powered communication intelligence platform for enterprise insight centers has announced that industry veterans Matt Dixon and Dean Cruse have joined the company to build out and lead its product and marketing organizations. These leadership team additions come as Tethr has seen significant growth, more than doubling its team since 2017.

“Companies are sitting on the largest data set on the planet — their customer phone calls,” said Mike Mings, CEO of Tethr. “Despite the market’s best efforts to provide behavioral analytics from contact centers, enterprises are still largely reliant on surveys to try to understand their customers. Tethr’s platform uniquely leverages AI-based insights from major research and CX institutions, enabling contact center teams to materially move the needle in their customer facing operations. The addition of Matt Dixon, who led the customer contact practice area at CEB, now Gartner, and Dean Cruse, with multiple startup and growth stage company experiences, will better enable us to capitalize on this massive opportunity and help propel the company forward to meet ever increasing customer demand.”

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Matt Dixon joins Tethr as Chief Product and Research Officer to lead product strategy and product management. A renown business researcher, author and recognized authority in the fields of customer experience, customer service and sales effectiveness, Dixon has been involved in dozens of original quantitative and qualitative research studies and routinely speaks at conferences around the world. His first book, The Challenger Sale: Taking Control of the Customer Conversation, was a #1 Amazon and Wall Street Journal bestseller. Dixon is also a frequent contributor to Harvard Business Review, having been published more than twenty times in both HBR’s print and online editions. His two most recent books are The Effortless Experience: Conquering the New Battleground for Customer Loyalty and The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results.

Prior to joining Tethr, Dixon was a Senior Partner and Global Head of Sales Force Effectiveness Solutions at Korn Ferry Hay Group and, before that, held numerous global leadership roles in research, product development and management for CEB, now Gartner. Dixon holds a Ph.D. from the Graduate School of Public and International Affairs at the University of Pittsburgh as well as a B.A. in International Studies from Mount Saint Mary’s University in Emmitsburg, Maryland.

In addition to Dixon, Dean Cruse has joined Tethr as Vice President of Marketing. A startup veteran, Cruse is a growth-focused, enterprise software executive with more than 30 years of experience leading marketing, sales and business development for companies ranging in size from startups to Global 2000 organizations. Cruse is best known for establishing business models for growth-stage companies, orchestrating product marketing strategies, using data and creativity to drive demand and ramping businesses to scale.

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Prior to joining Tethr, Cruse was Vice President of Sales and Marketing for Union Metrics, a leading provider of social intelligence solutions for brand marketers and agencies. Before that, Cruse led marketing for enterprise SaaS company Zenoss and provided fractional marketing leadership for several startups and growth-stage SaaS companies. Cruse has a B.B.A. in Marketing from Texas A&M University and has participated in graduate and executive education programs at the University of Dallas and Stanford University.

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