John is the founder and CEO of Cosine. He helped revolutionize sales over the past thirty years, and is a leading authority on Solution Selling® and helping companies transition from product to solution-led sales.

John has authored several bestselling books, including The New Solution Selling, The Solution-Centric Organization, and most recently, The Collaborative Sale. John is a prolific speaker, and has motivated thousands of professionals across the globe to rethink their sales and marketing approach.

Marlaina Capes joined Sales Performance International in January 2011 to head our European Operations in Brussels. His passion for process and client success led to his promotion into his current role of overseeing Cosine’s global operations.

Marlaina Capes is an expert in buyer-aligned sales process development and value-based customer conversations. She has led client relationships and served as a lead consultant to numerous large global clients. She is a regularly invited guest speaker in business school programs and a coach for technology startups.

David leads Cosine’s marketing and demand generation team, and runs Cosine’s demand generation practice. He has over 15 years of experience as a CMO in global technology and professional services firms.

David is an expert in business-to-business buyer behavior, content and digital marketing transformation, go-to-market strategy, and executive-level demand generation. He is a passionate researcher, publisher, and speaker on these topics, and actively consults with clients that offer professional services and SaaS technology business solutions.