Brian Backer

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DISC Type : dc

Vice President, AI Enablement at Ferguson

Alpharetta, Georgia, United States

Overview

Brian Backer is the Vice President of AI Enablement at Ferguson, where he leads the integration of AI to enhance customer and associate experiences. His expertise lies at the intersection of AI, marketing, and analytics, with a history of transforming marketing into a revenue-driving engine. He holds a BBA from The University of Georgia and multiple AI certifications.

Outside of his direct professional focus, Brian is deeply fascinated by human behavior, viewing data and AI as tools to deepen the meaning in work. He follows developments from major technology companies like Microsoft and IBM to stay informed on broader industry trends.

He has a track record of reengineering go-to-market operations using Lean Six Sigma principles.

Personality Overview

Hard To Convince

Judgemental

Upfront

They don’t always try to control the conversation but neither do they like yielding it fully.  They can be nudged to make faster decisions by offering what they value. They care equally about the product and its potential impact.

Topics They Care About

AI Enablement
Leads Ferguson's strategy for responsible, human-centered AI adoption and is actively growing his team to deliver high-impact AI products.
Revenue-Driving Marketing
Passionate about using data, analytics, and process reengineering to transform marketing from a cost center into a scalable growth engine.
Human Behavior
Expresses a core fascination with human behavior, seeing it as the foundation for applying data and AI in a meaningful way.

Media Appearances

Brian has no verified media appearances

Work History

10-2025
Vice President, AI Enablement at Ferguson
2-2025 - 10-2025
Senior Director of Growth Marketing at Ferguson
6-2024 - 2-2025
Senior Director of Marketing Operations, Analytics, and Technology at Ferguson
4-2022 - 6-2024
Senior Director, Marketing Analytics and Insights at Ferguson
3-2018 - 4-2022
Senior Director, Analytics & AI at LiveVox

Education

1998 - 2002
BBA from The University of Georgia
2013 - 2014
Postgraduate Coursework from Kennesaw State University

More Information

Social Presence :

Prographics :

Exp : 23 Location : Alpharetta, Georgia, United States Job Level : Senior Designation : Vice President, AI Enablement at Ferguson
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Insights For Selling To Brian

During A Call Or A Meeting

DO's

  • Make sure that you you respond to any queries from them quickly
  • Get to the point quickly instead of spending too much time on pleasantries
  • Be crisp while making the pitch

DONT's

  • Don’t try to be an alpha salesperson, give them equal space
  • Avoid repeating yourself or making generalizations
  • Avoid long winding pitches, stay objective

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Brian is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Brian

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Brian move?

  • Their decision making speed is somewhere in the middle.
  • Can Brian take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Brian

Personality Compatibility


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