RFID Education & Market Strategy Consultants
Principal and Founder
Leslie founded RFID Revolution LLC in 2005, to help organizations take advantage of radio frequency identification technology (RFID) to boost their competitiveness--by educating their employees about RFID and its business and environmental benefits. Introduced in 2008, RFID Essentials has become the industry's premiere RFID e-learning course for end users. It not only provides a solid grounding in the technology, but how to use it to improve operations and products, and how to measure those improvements.
In her 20-year marketing management career, Leslie launched a series of global, network-based application services for businesses, such as electronic data interchange, or EDI. At General Electric (GE Information Services, now GXS) and two other Fortune 500 companies, she led international, multi-disciplinary teams to evaluate markets, formulate strategies and product plans, and commercialize services for a variety of companies worldwide. She began her career as a sales representative with IBM.
Leslie has authored feature articles about RFID for the RFID marketplace and business community at large. For BusinessWeek Online, she co-authored “RFID: Will China Throw a Monkey Wrench?", about China's position on emerging, global RFID standards. Her columns in the RFID Journal include "International Cargo Conundrum: How much investment in security is enough?";"Can RFID Save the Day for Spinach?"; "A Good RFID Education Can Boost Adoption and Payback"; and "RFID and Global Warming."
In March, 2007, she and fellow consultant Patrick May presented the RFID Excellence in Business Awards to the eight award winners at RFID World in Dallas, Texas. RFID Revolution had co-founded and administered the event, the first RFID industry event in North America. The company sponsored and administered the second annual awards event at RFID World 2008, which Leslie emceed. She serves on the board of the RFID Professional Institute, an RFID certification organization.
Leslie is an active volunteer in the climate change movement.
Education and Certifications
- RFID Professional Institute Associate Foundation Certification, 2015
- CompTIA RFID+ Certification, 2011
- M.B.A., University of Chicago Booth School of Business, with concentrations in finance and accounting
- M.A., University of Illinois, Champaign, international relations, Charles E. Merriam Fellow
- Graduate Student Program, UNICEF, United Nations, New York, NY
- B.A., cum laude, University of Illinois, Champaign, French and Spanish
- Université de Rouen, France, Lettres et Sciences Humaines, visiting year
- RFID Professional Institute, Secretary, Board Member, and contributing subject matter expert (2014-2016)
- Citizens Climate Lobby, member
Pat is an expert in sales and marketing strategy, bringing fifteen years of professional marketing and sales experience. Pat’s background includes a decade of management consulting experience with Deloitte Consulting and Frank Lynn & Associates (a boutique strategy firm out of Chicago).
In his role as a consultant, he has assisted numerous clients, from large Fortune 50 companies to high-tech start-ups, in creating successful market-driven business strategies. Pat focuses on achieving profitable growth by targeting high-fit market segments and developing “marketing with results” to improve marketing return on investment (ROI). His expertise includes product definition and development, channels of distribution, commercial partnerships, compensation plans (for direct sales and channels), value-based pricing, and promotion to increase market awareness. His Market Value Proposition (MVP) framework ensures that clients create strategies that deliver economic value to the supplier, the buyer, and the channel.
From 2001 to early 2005, Pat was Vice President of Marketing and Sales at Genex Technologies (a high-tech start-up) and successfully led the commercialization of its lab-level imaging technology. This transformation culminated in the purchase of Genex by a public defense contractor at a valuation four times greater than when he joined Genex. While at Genex, he shepherded several new technologies through the product development cycle, producing leading-edge imaging solutions for commercial and government/ homeland defense applications.
Pat takes a very analytical approach to marketing problems, always seeking creative solutions to most efficiently serve the target market. He has worked with clients in a wide range of industries, including telecommunications, computer (hardware and software), industrial, commercial, and government markets. Pat’s greatest expertise lies in addressing the biggest obstacle in commercializing a new technology: solving a real market need that has real money behind it.
- M.B.A., with honors, University of Chicago, with concentrations in marketing and finance. Received academic scholarship, selected to Dean’s Student Admissions Committee, and served as Teacher’s Assistant for Corporate Strategy course
- B.A., summa cum laude, The Catholic University of America, Washington, DC, Psychology. Academic honors include induction into Phi Beta Kappa, Outstanding Student in School of Arts & Sciences Award, and Distinguished Psychology Major Award
- Institute of Management Consultants, Professional Member
- America Marketing Association, member
- MIT Enterprise Forum, member
- Montgomery County Chamber of Commerce, Communications Committee, member
Bob Bailey brings a unique blend of skills to bear on the problem of how to market high-tech solutions to a wide range of buyers. He has spent much of his career developing and marketing software solutions for Watkins-Johnson, a manufacturer of electronic equipment, and Landmark Systems, a commercial software house.
Since 1995, he has focused on helping clients turn a technical product description into a compelling selling proposition. His first question to the client is: "What problem does the product solve and why is it better than anyone else's solution?" He has helped clients with a variety of products--microwave antennas, pharmaceutical compliance devices, and document security systems—to grow their market share by honing their message.
Bob has observed that many RFID companies have focused on developing a technically sound product and can describe their product functionally, but have not developed a message that clearly explains the product’s benefits. For example, a tag vendor might do a fine job of explaining the range, size, and other characteristics of the product but fail to mention what a target customer, a manufacturer, wants to hear: that it can help track work-in-progress in a caustic environment.
In addition to his technology development and marketing career, Bob founded and ran Washington Whitewater, the first profitable kayaking school in the Washington, DC area. Although part of his motivation was to spend more time kayaking, the experience provided a tremendous education on how to run a business, especially the challenge of selling and marketing. Bob discovered that his assumption that first-time kayakers cared a lot about the brand of equipment they used was not true. Instead, they were preoccupied with safety and fast learning. It served as a reminder that “listening to the market is more important than listening to your own voice.”