Anna joined Madrona in 2022. As an operating partner, she leverages her deep go-to-market, finance, and operating expertise to help advise fast-growing and acceleration-stage companies in the Madrona portfolio. Anna also has a deep understanding of the sales technology capabilities in the marketplace, having worked as an executive in one of the companies pioneering this category. She also brings this knowledge of the go-to-market technology stack, landscape, and the challenges companies face to the Madrona teams she works with.

Journey to Madrona

Anna has worked in technology for over 30 years supporting public and private companies in a wide variety of executive and operational roles, including CFO, COO, and president.

Anna was most recently the CRO at Outreach, where she ran the go-to-market teams. As COO of Outreach, she helped the company raise over $200M in funding, achieving a $1B+ valuation. She was instrumental in helping the company grow from $25M to over $230M during her time at the company.

Anna started her career at KPMG, a global consulting company she left as a partner after seventeen years building the technology practice. At KPMG, she helped startups to multi-billion-dollar public companies with business process transformation and controls. Anna was the global lead partner on Google (pre-IPO and next 7 years), Intuit, and others. Anna was also an SVP at McAfee and worked closely with the board and leadership on global controls, enterprise risk management, and the acquisition by Intel.

Lessons learned

1. Be Customer Centric. They are the voice that matters in what you build, your strategy, and your vision. Solving their pain is the reason you exist.
2. Customer success is built by happy employees who are proud of their company and want to do the best they can for the customers you serve. So treat them as if they were your best marketers and the path to healthy, expanding customers — because they are.
3. Focus is key. You will not be known for the 20 things you started but for the 3 things you actually accomplished. Deciding what not to do is the hardest part.

When she’s not in the office…

Anna is an avid hiker, nature lover, and foodie. Travel is one of her passions — she has stood on the edge of Victoria Falls in Africa, jumped off the tallest building in New Zealand, and has been diving in Fiji, at the Great Barrier Reef, and in the Blue Hole in Belize. She has two amazing children who have been on many of these adventures and are now spending serious amounts of time “adulting.”

Noteworthy

Anna is on the board of Semrush (SEMR) and SeatGeek, where she serves as the Audit Committee chair. She has a bachelor’s in business with an emphasis in accounting from CSU Fresno, and she has taken executive courses at Harvard and Wharton.