Gartner Expert

Theodore (Tad) Travis

VP Analyst

Theodore (Tad) Travis is a Vice President in Gartner Research. Mr. Travis is responsible for the CRM Sales Technology Key Initiative, which includes the sales force automation (SFA), lead management and sales performance management (SPM) Magic Quadrants. Specialize in technologies for Sales Force Automation, virtual digital selling, digital optimization, and AI for B2B Sales. He has additional expertise in sales enablement technology, CRM strategy, CRM governance, strategy, B2B customer experience strategy, digital optimization and digital transformation of sales processes, end-user adoption programs, end-user training, integration and change management.

Previous experience

Mr. Travis has more than 19 years of experience in the IT industry. Prior to joining Gartner, he served as a Customer Success Manager and Application Architect at Salesforce, where he guided more than 100 clients with their Salesforce implementations and governance programs. He owned postsales business relationships with executives of enterprise-level Salesforce clients and provided valuable strategic advice on vision definition, adoption metrics, governance processes, roadmap planning, ROI analysis and business process best practices.

Prior to Salesforce, he managed the CRM and BI sales operations processes at Solvay Pharmaceuticals and served as a CRM consultant at several CRM vendors.

Professional background


Principal Customer Success Manager and Implementation Consultant

Solvay Pharmaceuticals

Manager CRM Processes


Sr. Business Analyst

Areas of coverage

Application Leaders

CRM Strategy and Customer Experience

CRM Sales Technology


M.B.A., Drexel University

B.A., Hamilton College

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Top Issues That I Help Clients Address

1How to evaluate the relative advantages of CRM sales technology offerings

2Connect sales effectiveness and operational efficiencies to clients' strategic roadmap

3Digital transformation and optimization of sales processes

4How to evaluate emerging sales technologies, like artificial intelligence

5Establish effective governance and user adoption processes