Mike Troiano is the Chief Marketing Officer of Actifio, a venture capital "unicorn" changing the way enterprise customers around the world manage their data. He spent his early career in consumer marketing at top New York ad agencies where his clients included Coca-Cola, AT&T, and Taco Bell, and was named the founding CEO of Ogilvy & Mather Interactive in 1995. He later served as the president of NASDAQ-listed systems integrator Primix Solutions, and on the executive team of mobile content pioneer m-Qube from that company's inception through one of the largest Boston-based venture capital exits of 2006.
In the early stages of their business, founders often struggle to come up with really strong messaging to describe what they are selling, and this has a huge impact on their ability to raise money, find customers, and attract …