Kristen Craft

Inquirer
DISC Type : dc

Sr. Director, Integrated Marketing & GTM Strategy | SaaS, Services and Verticals at Ricoh USA, Inc.

Charlotte, North Carolina, United States

Overview

Kristen is a results-oriented marketing leader with over 15 years of experience at major companies like Ricoh, Husqvarna Group, and The Coca-Cola Company. She specializes in developing go-to-market strategies for SaaS, CPG, and retail sectors, holding an MBA from Wake Forest University and a B. S. from Virginia Tech.

Outside of her professional work, Kristen is passionate about contributing to important causes. She actively uses her platform to support and fundraise for charitable organizations, specifically showing dedication to advancing cancer research through the American Cancer Society.

She has a specific focus on creating industry-specific messaging for verticals including manufacturing, life sciences, banking, and insurance.

Personality Overview

Demanding

Upfront

ROI Conscious

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They care equally about the product and its potential impact. They respond well to confident salespeople.

Topics They Care About

Digital Transformation
Her recent posts focus on how automation and digital transformation are critical for industries like insurance and manufacturing to accelerate growth and efficiency.
Go-to-Market Strategy
A core part of her role at Ricoh, where she manages the GTM and account-based marketing strategy for multiple SaaS and managed services portfolios.
AI-Driven Automation
She highlights the significant cost savings and efficiency benefits that AI-driven automation can bring to the insurance industry, a key focus in her recent content.

Media Appearances

Kristen has no verified media appearances

Work History

9-2023
Sr. Director, Integrated Marketing & GTM Strategy | SaaS, Services and Verticals at Ricoh USA, Inc.
8-2022 - 9-2023
Director, Retail Marketing & Campaign Strategy at Ricoh USA, Inc.
7-2021 - 8-2022
Sr. Manager, Consumer Brand Strategy at Husqvarna Group
1-2021 - 7-2021
Customer Marketing Manager at Husqvarna Group
8-2019 - 1-2021
Channel Marketing Manager - Retail & eCommerce at Husqvarna Group

Education

MBA from Wake Forest University
B.S. from Virginia Tech

More Information

Social Presence :

Prographics :

Exp : 12 Location : Charlotte, North Carolina, United States Job Level : Senior Designation : Sr. Director, Integrated Marketing & GTM Strategy | SaaS, Services and Verticals at Ricoh USA, Inc.
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Insights For Selling To Kristen

During A Call Or A Meeting

DO's

  • Stress on the business value that your product offers
  • Refer to testimonials from others in similar positions
  • Ask them questions confidently while doing discovery, don’t be apologetic

DONT's

  • Refrain from asking too many questions
  • Avoid long winding pitches, stay objective
  • Don’t try to be an alpha salesperson, give them equal space

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kristen is

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

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

Insights For Deal Planning

    How fast (or slow) will Kristen move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Kristen take some risk or not?

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

You And Kristen

Personality Compatibility


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