DAVID P.

MCFARLAND
Home: (843) 388-5299 Cell: (703) 307-0605 Email: Dpmcfarland@gmail.com Address:, Mount Pleasant, SC 29464

VP Sales & Marketing Executive

Software, Information, and Services
Twenty-year record of spurring growth and leading organizational change:
Tax Management Inc Increased Revenues from $70M to $85M BNA Software Increased Revenues from $7M to $15M CreateSpace.com Doubled Service Revenues from $3M to $6M

Energetic leader known for creating competition-disrupting strategies, redesigning products to surprise and delight customers, and employing innovative sales and marketing programs to increase market share
SELECTED HIGHLIGHTS

Transformed Tax Management, Inc. from a market-following print publisher to a market-leading and highly respected Internet-based tax information solutions provider Grew revenues from $70million to $85 million and increased margins by 19% as a result of repositioning this technology-challenged publisher into a full-service information provider Led BNA Software to prominence as the 5-star market leader and most respected provider of tax planning software used by CPAs, tax attorneys, and the IRS Doubled revenues from $7 million to $15 million and doubled operating margins Spurred development of first to market fixed asset accounting SaaS application Turnaround experience:

Turned around failing professional tax services organization of 90 employees, increasing client satisfaction, employee morale, and overall production of services. Turned around underperforming inside sales force of 32 reps, increasing sales by 55% in one year. Led a web-based (SaaS) software provider to achieve quota for the first time in six months by segmenting customer base, tailoring approach, and creating supporting materials to meet the needs of newly defined segments

Record of Broad-Based Achievement Including Successes in: P&L Management, Sales & Marketing Turnarounds, Product Management, Operations, Strategy, Business Development and M&A work Areas of Expertise include:
Accounting Business Model Innovation Customer Acquisition & Service Financial Analysis Marketing Mergers & Acquisitions P&L Management Product Management and Innovation Sales Management Strategic Planning Tax

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CAREER HISTORY AND ACCOMPLISHMENTS ASAP Tax Relief, LLC Mount Pleasant, SC President & Founder Founded and manage this company to bring the highest level of professional tax expertise to individuals and small business. Firm handles all forms of tax resolution, tax preparation, and related tax consulting. JK Harris & Company Goose Creek, SC Feb 2011 July 2010 Sept. 2011 present

Vice President Operations & Client Experience Brought in to turn around and lead a failing professional services organization of 90 employees Increased client satisfaction scores by over 40% in just two months as well as increasing overall employee morale and service production. CREATESPACE.COM/ an Amazon.com company Charleston, SC 2007 Sept. 2010 Senior Manager, Sales & Marketing Reenergized inside sales force of 32 reps and transformed marketing efforts of this publishing company. Doubled sales in less than 3 years, increasing sales by 55% in the first year alone Lowered customer acquisition costs with new sales strategies, new products, redesigned compensation plans, and more competitive packaging and pricing. MCFARLAND CONSULTING Nokesville, VA 2005 2007 Principal Sales, marketing and strategy consulting Helped Web-services company achieve sales quota for first time in six months by segmenting customer base, tailoring marketing approach and creating supporting materials/programs to meet the needs of newly defined segments. Created strategy, brand and supporting marketing programs to enable a real estate company to successfully enter a new market. TAX MANAGEMENT INC./BNA Inc. Washington, D.C. 1999 2004 President & Editor-in-Chief, Tax Management Inc. (2000 - 2004) Vice President, Marketing (1999 2000) Brought in as VP to help this technology-challenged professional publisher. Rapidly promoted to President after reorganizing sales, marketing, and customer service operations to compete more effectively. Main challenge as President was to reinvigorate stagnant, predominantly print-based publishing company to take advantage of new Web publishing opportunities. Provided the vision and led initiatives including reformulating product portfolio and underlying production processes, launching a new brand positioning campaign, negotiating 3rd party alliances and working with the sales organization to reinforce unique value proposition. Full P&L responsibility for this professional publishing company, 7 direct reports with staff of 250 professionals, and a member of the Tax Management Inc. Board of Directors Increased annual revenues from $70M to $85M, increased margins by 19% and repositioned company as a full-service information provider in a larger market segment. Changed competitive landscape by moving product portfolio into a larger market and simultaneously adding software and other information products to create value-added solutions Led acquisition of a value-added software company which increased new sales revenues by 25%

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Created a new line of web-based information/solution products that pulled in $5 million in annual subscription revenues in an otherwise tepid market Moved costly print-based publications to the Web, saving $500,000 in production costs Increased sales of an entry-level product by 300% to $2 million by being the first to provide interactive content in this product category

BNA SOFTWARE Washington D.C. 1991 1999 General Manager Led BNA Software to prominence as the market leader and most respected provider of tax planning software used by CPAs, tax attorneys, and the IRS Full P&L responsibility for this vertical market software company, staff of 90 employees Doubled revenues from $7M to $15M and doubled operating margins. Secured a $10 million multi-year contract by overcoming internal resistance from IRS technology group Pushed BNA Software into profitability through organic growth and acquisition Played key role in financial analysis and due diligence, and managed the post-acquisition integration of products, personnel, and customers First to market with a Web-based (SaaS) fixed asset accounting service for businesses and accountants Increased sales by 30% Increased revenues by $750,000 per year with new pricing methodology EARLY CAREER HISTORY BNA SOFTWARE Washington, D.C. Director of Marketing Product Manager GENERAL ELECTRIC INFORMATION SYSTEMS CO. Rockville, MD Product Manager, Financial Software Applications GOODMAN & COMPANY, CPAs Norfolk, VA Senior Accountant/CPA Board of Director Memberships: BNA, Inc. (2000 2004) Tax Management Inc. (2000 2004) STF Services Inc. (2001 2003) 1988 - 1991 1985 - 1988 1982 1985 1977 1980

Other Affiliations/Programs Certified Public Accountant Member of BNA Inc. strategic planning group International Fiscal Association Xerox Consultative Sales Training EDUCATION

Masters of Business Administration (MBA) 1982 University of Virginia, Darden School of Business Bachelor of Science 1977 University of Virginia, School of Commerce

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TECHNICAL SKILLS Expert in all MS Office applications and proficient in a host of other typical applications such as SalesForce, Google PPC Advertising, SEO approaches, project management, data base applications, graphics, video editing, and page layout. Familiar with a variety of software development methodologies and QA approaches.