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Adele Revella, Founder / CEO

Adele Revella is CEO of Buyer Persona Institute, a popular keynote speaker at conferences around the globe, and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business (Wiley), named a Top 5 Business Book by Fortune Magazine in 2015.

Adele’s inspiration for Buyer Persona Institute emerged as she developed and led the benchmark product marketing course for Pragmatic Marketing, the global training company widely considered the leader in B2B product management workshops.

Traveling around the globe to educate thousands of marketers, entrepreneurs and business owners, Adele witnessed the nearly impossible task people encounter when they attempt to influence people and decisions they don’t fully understand.

Adele saw that the problem was universal – companies with from one to over one-thousand marketers had only snippets of insights into:

• WHICH buyers are motivated to listen to them (and which will never engage)
• WHAT buyers want to hear about (and what they find annoying)
• WHY buyers prefer their competitors or the status quo

An empathic person by nature, Adele was distressed to see so many incredibly smart, motivated people allocating their time and budget to activities that made no sense. At the end of one memorable course, a woman burst into tears while describing her frustration.

So when Pragmatic Marketing approached Adele to buy her business, Adele was ready to launch her third company (her first was a market research firm in the 80’s). Now, seven years later, Buyer Persona Institute counts among its more than 100 clients some of the smallest and biggest corporations in the world— from startups, consumer brands and tech companies to household names like Caterpillar, HP, Siemens, SAP and Cisco.

A three-time SVP of Sales, Marketing and Product Management in tech and related industries, Adele started her career in market research with Regis McKenna, the agency that launched Apple and Intel.

Now a resident of the San Juan Islands in the Pacific Northwest, Adele enjoys sea-side living with her husband Steve, Arie the Bernese Mountain Dog, Charlie the Golden Retriever, and Missy the Calico Cat.

Brock Flint, Chief Strategy Officer

Over the past 20 years, Brock has held numerous leadership roles in sales, marketing and customer success in the public and private sectors. For the past decade, he has been on the founding team of three very successful early stage ad-tech startups, leading each in the areas of revenue growth, product-market fit and overall strategic direction. He has extensive experience on the agency and brand side at the Fortune 100 level, all the way down to what he calls the ‘Fortune 5 Million’. He has worked alongside some of the brightest agency and brand minds at places like Publicis, IPG, Horizon Media, Google, CapitalOne, LG and many more.

Brock has an extreme interest in personalized and relevant messaging and the impact brands can have on that given the noisy and crowded content ecosystem we live in today. He believes that someday brands will understand their buyer’s so deeply, their messages will always be created and delivered to the right person at the right time.

Originally from Michigan, Brock now resides in San Diego with his amazing wife Robyn and three fantastic children. He loves to coach youth sports, get an occasional round of golf in and cheer for his favorite Michigan sports teams.

Steve Rankel – COO

Steve is the company’s COO, the “precision and process fiend” charged with running and scaling Buyer Persona Institute.

A sworn enemy of “value hallucination” and “techno-latin” (two of Steve’s signature terms), he has devoted his career to helping companies sell invisible services and complex solutions by explaining them in language customers understand.

Steve is the author of the eBook “Finding the Elusive Killer Value Proposition” and creator of the Value Proposition Bootcamp, Customer Linguistics and Value Storytelling systems. He has helped clients around the globe stop guessing and start understanding why customers buy, why they stay, and how to create content & marketing that wins more of them. Past clients range from startups to industry leaders such as Motorola, Allied-Signal, Karl Storz Endoscopy, Nuance, and Sovereign Bank.

As a marketer who spent his early years in sales, Steve has a personal appreciation for the pain when buyers respond with the “blank stare.” He knows the antidote is a good dose of buyer reality, and can often be heard saying “anything that doesn’t come from a buyer’s mouth is nothing more than an educated guess.”

Steve has held sales, marketing, product management and consulting roles with E&Y, American Express, Omnicom/Rapp Collins, Dictaphone, MaidPro and several others. His industry experience prior to joining Buyer Persona Institute focused on consumer products, manufacturing, high tech, healthcare, and telecom industries.

Despite sustaining severe injuries in a car accident at age 18, Steve learned to wheelie his wheelchair, then learned to walk again, and graduated summa from Clarkson University with a BS in Marketing & Information Systems from Clarkson University.

Steve resides in Boston with his lovely wife Genieve, two dancing daughters, an organic garden that gets too much attention from woodchucks, and lots of generational woodworking tools that don’t get nearly enough attention.

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