Mark Fantino

Trailblazer
DISC Type : DI

Head of Commercial, Americas at YouGov

Miami, Florida, United States

Overview

Mark is a senior executive with over 18 years of experience driving commercial strategy for B2B SaaS companies. An engineer at heart with a degree from Michigan State University, he excels at scaling businesses with a data-driven mindset. Colleagues describe him as an exceptional business development talent and a key leader.

He is deeply committed to his work, priding himself on giving 110% to both his colleagues and clients. His interest in attending events like Cannes Lions suggests a passion for the intersection of media, creativity, and technology, and he is actively involved in hiring and growing sales teams.

Unique fact: Mark was a key leader in launching IRI’s Liquid Data platform, driving tens of millions of dollars in incremental revenue for the company.

Personality Overview

Informal

Achievement-Oriented

Values Relationships

They are not against taking risks and can make tough decisions when required.
  They are more likely to accept new and exciting technologies. If they come to believe in your value proposition, they will be your champion.

Topics They Care About

Scaling B2B Businesses
His career focus is on growing and scaling businesses, specifically within the B2B SaaS solutions sector, as highlighted in his professional summary.
Go-to-Market Strategy
He was specifically hired at Backstop Solutions Group to craft and revamp the company's go-to-market and sales strategies.
Data Analytics Platforms
He was instrumental in the successful launch and revenue generation of the IRI Liquid Data analytics platform, showcasing deep expertise in this area.

Media Appearances

Mark has no verified media appearances

Work History

3-2025
Head of Commercial, Americas at YouGov
10-2019 - 3-2025
Global Head of Sales - Nielsen Marketing Cloud at Nielsen
2-2017 - 10-2019
SVP of Sales at IRI
12-2014 - 2-2017
Vice President of Strategy & Sales Operations at Backstop Solutions Group
6-2009 - 12-2014
Vice President - Solution Sales at IRI

Education

B.S. from Michigan State University

More Information

Social Presence :

Prographics :

Exp : 16 Location : Miami, Florida, United States Job Level : Mid-senior Designation : Head of Commercial, Americas at YouGov
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Insights For Selling To Mark

During A Call Or A Meeting

DO's

  • Ask them for a lunch or coffee once some rapport has been established
  • Keep your pitch focused on the impact but nurture the relationship too
  • Use phrases like ‘your decision will’, ‘you will impact’ etc.

DONT's

  • Don’t hesitate from asking them how they truly feel about your product
  • Don’t hesitate from asking questions or pushing them, but take a friendly approach
  • Don’t force involvement of other stakeholders unless it is critical

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Mark is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Mark

  • If they are not convinced, they will say no though in a friendly way.

Insights For Deal Planning

    How fast (or slow) will Mark move?

  • If you earn their trust and they develop faith in the product, they can make decisions quickly.
  • Can Mark take some risk or not?

  • If necessary, they will be ready to take risks.

You And Mark

Personality Compatibility


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