The Brookeside Team

Relationships are at the core of our business so we strive to create strong relationships with our clients and each other. The collaborative, creative and casual environment at Brookeside makes our culture all its own and is what motivates us to face new and exciting challenges every day.

Tom Cates

Tom is the founder and chief innovator of Brookeside who helps clients build long-term, mutually beneficial relationships.

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Rick Bierwagen

Rick leads leadership, efficiency, and sales force effectiveness client engagements. He is instrumental in helping clients create and communicate value resulting in growth.

Jeff Dodgson

With twenty years of sales and marketing experience, Jeff works with clients on strategic training and consulting engagements that produce profitable results.

Brian Shepherd

Brian has led a number of service companies and brings expertise in branding, marketing and communications to the Brookeside team.

Peter Symonds

Peter brings his experience leading strategy and development teams in the UK to his consulting and business development work at Brookeside.

Brad Hafer

Brad is driving the growth efforts for our Brookeside INSIGHT™ software business and consults with key clients on strategy and operation effectiveness issues.

Our Leaders:
Tom Cates

  • Tom Cates
  • Rick Bierwagen
  • Jeff Dodgson
  • Brian Shepherd
  • Peter Symonds
  • Brad Hafer

Tom Cates

Tom is the President of Brookeside and specializes in strategic counsel to a diverse client base. Tom takes a market-based approach to assisting his clients with issues such as market research; customer satisfaction, retention and loyalty; process improvement and change management; key account planning; sales force effectiveness, and competitive analysis. Tom has led such initiatives in the health care, manufacturing, information technology, professional services, financial services and telecommunications industries.

Tom has contributed to three books on customer loyalty, and is working on a fourth. He has authored white papers and conference presentations on customer-based strategies and their application for driving greater organizational and operational effectiveness. Recent speaking engagements have included “Developing an Integrated Customer Loyalty Management System,” presented at the 3rd Annual Advanced Market Research Conference, and “How Effective Business Intelligence Can Facilitate Change in Corporate Thinking”, presented at the 8th Annual Business Intelligence Conference. He has been quoted in the popular press including USA Today.

Before joining Brookeside, Tom was a Senior Associate at Mercer Management Consulting, Inc. and has held various sales and marketing positions within IBM, including Executive Assistant to IBM’s Director of Marketing. Tom holds a MBA from The Wharton School of The University of Pennsylvania and a B.A.E. from Penn State University.

Rick Bierwagen

Rick Bierwagen is a Senior Partner and Vice President of The Brookeside Group. Rick has led numerous training and consulting initiatives at Brookeside in areas such as Business Development, Client Service Process, Field Engineering, and Management Development, and Efficiency.

Rick started his career at GKN as a business development analyst. Over 3 years he was involved in over 15 acquisitions as GKN grew its presence in the US automotive industry. Rick then moved to Chep USA where he worked in various sales leadership positions from 1989 to 1999. Rick left Chep in 1999 to become Vice President of Sales and Marketing at SupplierMarket.com, a venture-backed software business which was sold to Ariba in 2001. At Ariba, Rick was Vice President of Sourcing sales, responsible for the team selling the Ariba Enterprise Sourcing product. Rick was also directly responsible for sales and key account planning training at Chep, SupplierMarket and Ariba.

Immediately prior to joining Brookeside, Rick provided sales strategy and funding consulting to ICP Corp, a New York-based Value Added Reseller. Rick has presented at numerous industry conferences on subjects ranging from “Emerging Supply Chain Solutions for the Grocery Industry” to “Effectively Marketing Emerging Technology.” Rick is also a guest lecturer at MIT’s Sloan School of Executive Education. Rick holds his MBA from Vanderbilt University and a Bachelor of Science from Montana State University.

Jeff Dodgson

Jeff Dodgson is a Senior Partner at the Brookeside Group. In this role, Jeff’s primary responsibility is developing and delivering client customized training programs and engaging with clients to improve their customer relationships. In doing so, Jeff calls upon his 17 years of experience of sales and sales management experience in the financial services industry. Just prior to joining Brookeside, he was a Managing Director and Management Committee member for General Re Financial Products, a global capital markets company. Jeff graduated with honors from the Owen graduate School of Management at Vanderbilt University with an MBA. He also holds a Bachelor of Arts in zoology from the University of North Carolina at Chapel Hill.

Brian Shepherd

Brian is a Principal at The Brookeside Group in our London office. Brian is the former CEO of Caribiner, Inc. ($400 million professional services company now part of Interpublic Group). Since his Caribiner days, Brian has successfully consulted at Board level with highly respected global brands in the Financial Services, Pharmaceutical, Automotive, and Broadcast and Media industries. He has a strong international background with extensive experience working across the European continent, Asia, and the U.S. for global brands and organizations. Brian received his B.A. in Management Studies from the UK’s Loughborough University.

Peter Symonds

Peter is a Principal at The Brookeside Group in our London office. Peter is the former Head of Strategy and Development, Asset Finance Division – Lloyds TSB Group, reporting to the MD and on the Board of Management. Peter was a leading member of the team that built one of the largest and most successful consumer finance businesses in the UK. Peter led the development of strategy at Board level, and devised, presented and ‘sold’ the Asset Finance Division’s strategy to the parent company (including some major acquisitions – e.g. £615m acquisition of Chartered Trust, £50m acquisition of First National Vehicle Holdings). During his time there, the business grew from £5b to £12b of assets, leading to growth in profits from a loss in 2000 to over £200m in 2005. Peter received his B.A. in Behavior in Organizations from Lancaster University Business School.

Brad Hafer

Brad is a Senior Partner at The Brookeside Group in our Acton office. Brad joins Brookeside through the assimilation of Minuteman Advisory Partners, an outsourced corporate development advisory firm focused on technology and renewable energy industries that he founded in 2006. Brad has held senior management positions at several Boston-area software firms, including MatrixOne, Synchronicity, Ariba and SupplierMarket.com, with three successful exits. Prior to Brad’s high-tech operating experience, he was a Principal at A.T. Kearney where he led global consulting engagements in strategy and operational effectiveness for Fortune 500 clients across Manufacturing, Financial Services, Consumer Products and Technology. He started his career in sales with IBM. Brad received his B.A. in Engineering from Lafayette College and his M.B.A. from Northwestern University.

Megan Kelleher

Megan Kelleher is a Senior Associate Consultant at Brookeside and leads the development of our training programs. She is currently working on building a highly customized senior engineering management curriculum for one of our largest and longest tenured clients.

Megan is a graduate of Boston University. Outside of work, she enjoys cooking, reading, Masterpiece Theater and spending time with her family and friends.

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Our Story

 


Brookeside emerged out of research around employee motivation. Bob Stringer and George Litwin proved that an employee’s loyalty can be both measured and managed.

Tom Cates, President and Founder of Brookeside, applied their research to B2B relationships. He started exploring how to predict client loyalty and found there was a correlation between relationship strength and share of spending. Clients who perceive that there is a strong relationship with the account manager are more loyal, more likely to give a referral and are more likely to purchase additional services from that provider.

Together with a group of like-minded people, he took this research and developed a means to measure relationship strength. This began with a survey and has evolved into our signature Brookeside INSIGHT™ software, training workshops and consulting engagements. The research started in 1994 and we haven’t slowed down since.

We’re proud of where we’ve been and we’ve set our sights high for the future.

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The Brookeside Groupies

Featured Brookesider:

Megan Kelleher

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Megan is the ultimate team player. She is an excellent communicator and project manager. She is motivated, resourceful, and results-driven. On top of all that, it’s downright impossible to not like Megan; her friendliness has earned her the nickname “Meggie” around the office.

–Tom Cates
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Partner with Us

 

Our Partner Program is designed to empower our Partners to experience greater success at their business. We help our Partners utilize Brookeside INSIGHT™ as an asset to expand their company’s service offerings.


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