CBIM Faculty

Wesley Johnston

Wesley J. Johnston (Ph.D. University of Pittsburgh) is the director of the Center for Business and Industrial Marketing in the Robinson College of Business at Georgia State University. He is also the CBIM RoundTable Professor of Marketing and teaches courses in sales management, business-to-business marketing and customer relationship management.

Professor Johnston’s research interests include the areas of business-to-business marketing and organizational buying behavior. Customer relationship management and sales force automation are also research interests. He has written eight books with his latest being Managing Salespeople: A Relationship Approach.

He has served as a consultant and trainer in the areas of business-to-business marketing and strategic selling, key account and sales force management, and competitive strategies. Some of the firms he has worked on projects for include Alfa Laval, Arkema, AT&T, AccuRay, Beers Construction Company, Bushnell, Cargill, Carrier International, CBeyond, Cypress Communications, DuPont, Honeywell, Lanier WorldWide, Siemens, Southern Company, Thyssen Krupp, UPS, Unimation, Weyerhaeuser, and W.W. Williams. He developed a program on key account management for the Institute for the Study of Business Markets and teaches in the program every year. In addition, he has extensive experience in executive education programs including the sales management course at the Wharton Business School. He has taught in executive MBA programs at the University of Southern California, Georgia State University, the European School of Management and Technology, and the Helsinki School of Economics. He has taught seminars in Argentina, Australia, Bahrain, Chile, China, Columbia, Finland, Germany, Malaysia, Mexico, Peru and Saudi Arabia. Recently, he completed a trip to Europe where he spoke to groups of managers on business-to-business marketing and international sales force management.

He was a summer fellow at the Center for Creative Leadership and a Presidential Fellow at the American Graduate School for International Management. He is a member of the American Marketing Association, where he was the president of the relationship marketing special interest group for a number of years. He was also a founding partner of Market Group One. The company, started in 1980, is still providing consulting and other services today, primarily to business-to-business marketers.

Before coming to Georgia State University, Professor Johnston served on the faculty of marketing at the University of Southern California and the Ohio State University.

Roberto Mora

Roberto Mora, research manager, joined CBIM after being executive director of the Center of Industrial Marketing, University of Chile. He is an industrial engineer and has a master’s degree in marketing as well as an MBA; both postgraduate theses were focused in B2B sales and marketing. During the last six years he has done research and consultancy for local and multinational industrial companies in Latin America. At the same period of time he was the leader of the B2B marketing development project in Chile with government support, advising companies such as Airliquide, Codelco (the main copper producer in the world), Eaton, Emerson, Goodyear engineering products, Mobil, Moly-Cop, Samson, Sandvik, and Sika, among others. Roberto has cultivated valuable experience in different B2B sectors such as mining, pulp and paper, construction, chemicals, manufacturing, logistics services, and food. He currently is pursuing a Ph.D. in marketing, with a strong focus on supplier-customer relationships, pricing, segmentation, customer visits, sales force effectiveness, customer experience, commercial structure, and business intelligence.

Rod Rich

Rod Rich, program manager, joined CBIM after 26 plus years of real world sales experience, with more than 19 of those years occurring in the competitive high end real estate arena. During this time he has been active in the ongoing training of new and existing agents. Often quoted and published in trade publications and a lifelong student himself, Rod has studied marketing and attended extensive training programs throughout his career, including programs like Dale Carnegie, Tom Hopkins and Floyd Wickman. Rod has entrenched himself in the progressive science of B2B marketing with the same enthusiasm.

Bill Bradford

Bill Bradford is executive-in-residence at CBIM. Bill has spent more than 30 years in the semiconductor industry and is an experienced senior executive, consultant, entrepreneur, researcher, expert witness, mentor, lecturer and keynote speaker, with a strong record of international management, merger integration, strategy, sales, marketing & business development leadership. He has demonstrated repeated success at transforming organizations through recruitment of high-performing management teams, leading complex cross-functional re-engineering initiatives, negotiating and resolving contracts, and developing/implementing sales and marketing processes and corporate strategies. He is acknowledged for his analytical capabilities, sound business judgment, ability to communicate at all levels in an organization, garnering buy-in on strategies and solutions, and establishing a high level of credibility with internal and external executive management.

Bill is founder, principal and partner of Impact Technology Advisors, a consultant addressing strategy, business development, sales and marketing challenges in industrial technology companies, leveraging evidence-based techniques. He has served as the executive vice president of worldwide sales for leading semiconductor companies, including Freescale, ON Semiconductor and Entropic Communications, as well as the CEO of Minco Technology Labs, a provider of Hi-Rel semiconductor products.

Bill has a B.S. in electrical engineering from Rose-Hulman Institute of Technology, a master’s in management from the University of Alabama – Huntsville, and an executive doctorate in business from the J. Mack Robinson College of Business at Georgia State University. His research interests include leadership and sales performance.

Ed Crowley

Ed Crowley is executive-in-residence at CBIM. Ed has more than 30 years of marketing and management experience. He is a thought leader in servitization, product development, strategic marketing and predictive analytics. Ed is founder and CEO of Photizo Group, a consulting and market intelligence firm. He has successfully worked with OEMs and industry suppliers to develop winning and sustainable competitive strategies. Companies he has worked with include the top 14 printer, copier and MFP vendors. He also established the highly-acclaimed MPS Insights Journal, created a daily news service and website for the managed print services industry, and organized MPS conferences around the globe. Before Photizo, Crowley was the senior manager in Worldwide Printer Marketing at Lexmark International. Ed holds a bachelor of science from the University of Missouri (agricultural economics major, computer science minor) and an M.B.A. from the University of Mary Hardin-Baylor. He is currently pursuing his doctorate degree in business at the University of Manchester in Manchester, England.

Karl Hellman

Karl Hellman is executive-in-residence at CBIM. Karl has over 20 years’ experience as a sales and marketing consultant for companies such as Wells Fargo, JPMorgan Chase, Capital One Bank, UPS, Procter & Gamble, Coca-Cola and Telefonica. In addition to his book The Customer Learning Curve, he is well-published in the marketing world and has authored articles appearing in Marketing Management, Journal of Business and Industrial Marketing, Association of International Product Marketing and Management, Marketing News and others. Karl has a B.A. in economics from Beloit College, a master’s in managerial economics and decision sciences from Northwestern University, and an executive doctorate in business from the Robinson College of Business.

Katie Darracott

Katie Darracott works as the assistant editor for the Journal of Business and Industrial Marketing. She also assists with analyzing sales candidate assessments through the CBIM’s license with the objective management group. Katie attended Furman University for her undergraduate degree, where she studied abroad in India for nine weeks and obtained her B.S. in health sciences. She is currently in her fourth year of a dual juris doctorate and master of public health program at Georgia State University. She expects to graduate in May 2016.

Paul Xu

Paul Xu, graduate research assistant, is a global hospitality professional with more than seven years of event project management experience, including five years as an entrepreneur producing events for finance (sponsored by KPMG), energy and transportation industries, etc. He is pursuing an MBA degree at the Robinson College of Business. He is a Dean’s Merit Scholar and serces as an assistant program manager for the CBIM. His greatest abilities are working with global hospitality organizations to reach their goals of development. He has been helping to collect data on “trends” in global business-to-business marketing and sales. In China, Paul produced and managed numerous deals, recruited sponsors, and managed large business events. He speaks Chinese and English fluently. He has design skills for program and event materials.