Rob McKeel

Evaluator
DISC Type : csd

Chief Executive Officer at FORTNA

Woodstock, Georgia, United States

Overview

Rob McKeel is the CEO of FORTNA, a leader in logistics automation formed by the merger he oversaw between Fortna and MHS. A 27-year GE veteran, he has extensive experience in technology-oriented businesses and private equity. He holds degrees from North Carolina State University, the University of Virginia, and an MBA from James Madison University.

Outside of his executive role, Rob is committed to community service, actively volunteering with the United Way of Greater Atlanta, where he also previously served on the board of directors. He is also passionate about mentorship and paying it forward to the next generation of leaders.

In a previous role within a private equity-owned business, he successfully delivered a major transaction several years ahead of schedule.

Personality Overview

Hard To Convince

Fast But Analytical

Thorough Evaluator

They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical  They focus on the results, but can still be quite procedural and analytical about how to get there They are not very likely to become strong advocates of your product or service

Topics They Care About

Distribution Automation
As CEO of FORTNA, he frequently discusses how automation and robotics are essential for solving challenges related to e-commerce growth, labor shortages, and supply chain complexity.
AI in Logistics
He has recently authored articles on the shift of AI and robotics from futuristic concepts to essential tools for daily warehouse operations and long-term stability.
Operations-First Strategy
He emphasizes an approach of first understanding a customer's operational problem and then designing the best-fit technology solution, rather than leading with technology.

Media Appearances

Rob McKeel Named 2023 Pro to Know by Supply & Demand Chain Executive Magazine. Featured in Fortna News

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Fortna Inc. Appoints Robert McKeel as New Chief Executive Officer. Featured in Fortna News

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A Conversation with Rob McKeel. Featured in Supply Chain Management Review (SCMR)

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Work History

Chief Executive Officer at FORTNA
GE Vice President, President and CEO | GE Automation and Controls & GE Power Marketing & Strategy at GE
GE Vice President, Energy Connections Product Management at GE
GE Vice President, Power Conversion Products at GE

Education

BSEE from North Carolina State University
MCS from University of Virginia

More Information

Social Presence :

Prographics :

Exp : N/A Location : Woodstock, Georgia, United States Job Level : Leadership Designation : Chief Executive Officer at FORTNA
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Insights For Selling To Rob

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points instead of anecdotes and examples
  • Keep a professional, business-like approach; especially if you tend to get informal quickly
  • Help them see both - the ‘big picture’ impact and the ROI of the investment

DONT's

  • Avoid inviting them for any social interactions until you have built some rapport with them
  • Don’t focus on relationship, focus purely on the merit of your product
  • Avoid self-deprecating references or general informality, it could decrease their trust in you

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rob is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Rob

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Rob move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Rob take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Rob

Personality Compatibility


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