Executive Management

Anneke Seley, Founder and CEO

Anneke Seley created Phone Works in 1991 to help companies optimize sales by building high-performance inside sales teams. Today, she oversees a group of the industry’s best sales consultants who work with companies to achieve measurable, scalable, predictable results using professional inside sales teams.

Anneke began her career at Oracle in 1980 as employee No. 12. She is known for designing and building OracleDirect, perhaps the best-performing inside sales department in the history of the software industry. The inside sales group was created in 1985 to sell Oracle’s newly announced, low-end products through cost-effective distribution channels. Today, OracleDirect is a billion-dollar worldwide sales organization and one of the largest revenue-producing groups within Oracle.

While at Oracle, Anneke started inside-sales pilot programs globally, which generated $10 million in incremental revenue outside the United States within two years, and was chosen to direct the International Sales Services Division. She then founded and ran the inside sales organization at Neuron Data (now FICO), where her inside sales team generated one-third of the company’s total revenues in its first year.

Anneke’s pioneering efforts in creating high-performance, high-profit sales models led her to launch Phone Works in 1991 to provide services to those organizations needing to accelerate sales results at decreased cost by implementing inside sales.

Anneke is the coauthor of Sales 2.0: Improve Business Results Using Innovative Sales Practices and Technology (www.sales20book.com). She is a frequent speaker on innovative sales practices and technology (“Sales 2.0”), inside sales, sales effectiveness, and optimization and social-media selling; and she has served on numerous advisory boards, including Siebel Systems (Oracle), Integrity QA (Rational Software/IBM) and WebLine Communications (Cisco). She is the founder of the Telebusiness Alliance, and is involved with Environmental Entrepreneurs (E2), the Joint US-China Cooperation on Clean Energy (JUCCCE), the blogger advisory board for Social Media Today’s “The Customer Collective” online community and CustomerThink’s Sales Community Founders’ Circle. Anneke is one of only four people recognized as an early innovator in Oracle’s Innovation Showcase.

Anneke holds a degree in human biology from Stanford University.

Sally Duby, General Manager

Sally Duby is a veteran of technology inside sales and a leader in Sales 2.0, which includes a focus on the repeatable, predictable inside sales models she and Phone Works have been building for 20 years.

Sally’s career began in the early 1980s and has included positions at such companies as Direct Access to Automation, where, as vice president of sales, she doubled sales in a one-year period; Oracle Corp., where she served as eastern region inside sales manager and director of PC product sales, generating millions in new revenue and dramatically increasing quantity and quality of leads; and Network General as manager of inside sales, where she automated systems to support the high-volume inside sales department and started a maintenance renewal sales group, generating $4M within one year.

She joined Ingres (the ASK Group) in 1993 to build an inside sales department, and by the end of her first year, her team contributed 35% of North American software sales revenues. When ASK was acquired by Computer Associates, Sally’s department of seven telesales representatives generated $14M in Ingres revenue within nine months. Within two years, she grew the department nearly four-fold.

Sally joined Phone Works in 1996 and, in her role as general manager, focuses on helping companies - from venture-funded start-ups to medium-size businesses - create top-performing phone and Web-based lead generation and sales teams to achieve measurable, scalable and predictable sales results. She has led the Phone Works team’s inside sales consulting projects for more than 300 client companies.

Sally frequently conducts workshops on Inside Sales Best Practices for venture-capital firms and leading executive-management organizations. In 2008, she co-founded the VP of Sales Executive Forum, where executives share best practices and stay current on the latest advancements in sales.

Sally holds a BA degree from Michigan State University.

Sherry Paterra, General Manager

Sherry Paterra was a pioneer in recognizing the strategic application of phone and Web selling in companies across many industries, including technology, healthcare and financial services.

In 1986, Sherry founded TeleSpectrum Inc., a global marketing services and call-center outsourcing company, where she served as CEO and advised clients - including Apple, Microsoft, Cisco, Oracle, DEC, IBM, Dell, American Express, GE, Merck, Glaxo, Midland Bank (UK) and Commonwealth Bank (Australia) - on sales, service, and marketing strategy and operations; sales and customer management processes and information systems; and channel and distribution implementation. She was instrumental in designing the IPO rollup strategy that took the company public in 1997, as one of the first marketing services companies to complete an IPO during the 1990s. With Sherry serving as executive vice president, TeleSpectrum Worldwide became a $500M publicly traded company on NASDAQ.

In addition to working for Xerox Corp. and United Airlines, Sherry has served as a director and strategic adviser to technology and internet companies such as Webline Communications (Cisco), NetCentives, US Wireless Data, SoftAd, Woman.com, Post Communications, Siebel Systems (Oracle) and Encover. She currently serves as a director for two Web 2.0 companies, Livelook and ContactCentersofAmerica; and a senior adviser at Opus8, a private equity company focused on CRM/BPO in the customer interaction sector.

In 2009, Sherry became Phone Works’ general manager of sales transformation and optimization, heading a new division and business initiative targeted to help global accounts transform and optimize field, phone, Web-based and social selling.

Sherry holds a BS in Latin American studies and business administration from the University of Kansas.