Bob Sherlock Headshot

Bob Sherlock

Partner & CMO
Works with manufacturers, distributors, business services and software companies to equip and support sales teams with a compelling answer to “Why buy from your company?”

About Bob

Bob helps B2B companies develop differentiation and expand market opportunities to increase margins and grow sales and profits. A sought-after strategic, creative marketer with several decades in B2B and consumer durables marketing, entrepreneurship, and marketing consulting, Bob equips and trains sales teams with persuasive messaging that gets your value recognized by prospects and customers, and helps you defend against pricing pressure while getting paid for hidden value.

How Bob has Helped Businesses Grow

  • Generated a projected $1 million in margin improvement annually helping a value-added tech reseller decouple its margins from Cost of Goods Sold.
  • Landed a Fortune 100 customer by creating a value story and finding new markets for a precision components manufacturer.
  • Achieved over $2 million of annual recurring profit improvement developing changes to terms of sale and pricing for an electronics manufacturer.
  • Arrested a trend of eroding margins and boosted enterprise value for a distributor by creating a new value and pricing strategy.
  • Opened multi-million contract discussions with two Fortune 500 prospects after researching new markets and developing a value story and new selling tools for a service parts distributor.

Published Works

Executive Marketing Experience

  • President, Marketwerks
  • President, DeliveryStation
  • Chief Marketing Officer, Wickes
  • Region GM, GE

Clients Served

  • HOH Water Technology Inc. (Chemicals)
  • Ellis Corporation (Machinery)
  • Hatco Corporation (Food & Beverages)
  • Rockford Manufacturing Group, Inc. (Machinery)
  • Matrix Design (Industrial Automation)
  • StayOnline LLC (Electrical Manufacturing)
  • 48 Barriers (Industrial Equipment)


  • MBA, Amos Tuck School of Business Administration, Dartmouth College
  • BA in Economics, University of Maine


“Bringing in Chief Outsiders is one of the best business decisions we’ve ever made.”

- Bill Van Kirk, CEO, and Joe Van Kirk, COO, 48 Barriers

"Our company, Hatco, engaged Chief Outsiders on a strategic planning project to help us identify key opportunities and threats in our marketplace,.  Bob and Chief Outsiders helped Hatco develop strategies to address key opportunities and threats.  Hatco worked with Bob Sherlock for about one year on this project.  Bob did an excellent job helping us analyze market data and also interviewing key customers to identify important issues.  Bob guided us through a variety of processes that helped us prioritize strategies and build business cases for each one.  We were able to develop a three year strategy map for product development and services to help our company successfully grow in the future.  Bob was very easy to work with.  He consistently brought insights and experiences that were helpful to our management team.  He introduced tools into our business that were new while also being easy to use and effective.  He leveraged the full knowledge base of the Chief Outsiders team to maximize insights and ideas that truly changed our strategic focus and thinking.  I would strongly recommend Bob Sherlock and Chief Outsiders to any growth oriented company that needs help in analyzing its markets, customers and products while also seeking guidance in building effective strategies for the future.  Hatco is extremely satisfied with the value provided by Bob and his team at Chief Outsiders."

- Mike Whiteley, VP of Sales and Marketing, Hatco

Download Bob's Resume Here


Industry Experience Specialties
  • Pricing Strategy
  • Positioning & Messaging
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