Barbara Adey

Vice President, North America – Sales and Marketing Practice

Barbara Adey leads the North America Sales and Marketing Practice for BTS. She specializes in commercial transformation, bringing her experience in the end-to-end sales process from marketing to customer success.

While at BTS, Barbara led the assessment of sales strategy and operations of a $10B+ SaaS company, providing a plan for a two-year transformation. Her team was retained by a leading cloud service provider to transform go-to-market through dynamic business acumen and industry vertical fluency for their Enterprise account teams. She has also worked with two $1B+ software companies to embed new customer success frameworks across their sales process.

Prior to joining BTS, Barbara held executive roles in Silicon Valley at Cisco and at Hewlett Packard in sales, strategy, and product management. She has entered new markets and has three times scaled a product from zero to hundreds of millions in revenues. She also kept a multi-$B product line at #1 share for three years in an intensely competitive market.

Industry expertise:
Barbara is a systems design engineer with digital transformation expertise in cloud, security, software, and SaaS. Over the course of her career, she has worked in every part of the value chain.