Reed Holden, D.B.A., Founder

A world-class pricing expert and co-founder of Holden Advisors, Reed helps companies worldwide in a broad range of industries create go-to-market strategies that drive price leadership and profitable growth. He is an enthusiastic and persuasive advocate of the Value Discipline^SM, a process he pioneered to help companies in highly competitive markets optimize their marketing programs. As a change agent, he helps business leaders put these strategies into action by instilling pricing confidence across their organizations and within the executive ranks.

His latest book — Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table — provides a practical framework and compelling examples for his presentations and keynotes. Co-authored by Reed and Mark Burton, the book converts a wealth of quantitative research into highly practical ideas that give sales, marketing, finance, and pricing leaders an actionable road map for working together to outperform the competition. Reed also co-wrote the 2nd and 3rd editions of The Strategy and Tactics of Pricing, as well as “Profitable Pricing: Guidelines for Management.”

Carolyn Holden, President
With a proven record in strategic planning, business development and growth, Carolyn leads Holden’s sales, marketing and consulting efforts that aim to enhance our effectiveness in delivering novel pricing strategies to our clients. One of three founders, she shapes the firm’s thought leadership and mastery of helping customers achieve more effective pricing.

Carolyn draws on 20 years of sales and marketing management experience. At InteQ, a venture-backed high technology start-up, Carolyn orchestrated marketing of key services and boosted sales through strategic partnerships. At INS/Lucent Technologies, she led professional services and IT outsourcing sales, and managed the company’s Western operations. Prior to Lucent, she led client marketing at Inacom Corporation.

Mark Burton, Co-Founder and Vice President of Consulting

Mark Burton is co-founder of Holden Advisors and a strategic marketing expert for more than 16 years. As a formulator of the firm’s project methodologies and analytical processes, Mark is the driving force in creating offering and pricing strategies for firms in industries such as IT outsourcing, semiconductor, financial and business services, and enterprise software and maintenance.

Mark brings his experience in these fast-paced industries to bear in his client work. In sharing his insights, Mark draws from his recently released book, Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table. Co-authored with Dr. Reed Holden, the book draws on extensive analysis and insight to provide sales, marketing, finance, and pricing leaders with an actionable road map for working together to outperform the competition. Mark also writes frequently on the challenges that companies face when implementing customer value-centered strategies.