About us

SOMAmetrics is an Account Based Marketing (ABM) strategy & execution practice that has developed a proven 4-step process for differentiating our clients from their competitors so they can consistently win new business.

The “SOMA” in SOMAmetrics stand for, “Sales Optimization and Marketing Accountability”. The key to optimizing Sales is to make Marketing accountable for consistently delivering high quality leads that Sales needs to achieve revenue targets.

Eskinder Assefa:
CEO & Co- Founder

As CEO, Eskinder is responsible for the overall growth and profitability of SOMAmetrics, and the development of the company’s vision and business strategy. He brings to this role over 20 years of experience in defining business strategy, products, systems, and partnerships.

Prior to this role, Eskinder was Director of Product Strategy & Business Development at Granicus, where he oversaw the company’s strategic partnerships and new product development efforts. While in this position, Eskinder forged the company’s product integration with AT&T U-verse, its first Government Training platform, and its first fully integrated digital public record.

Prior to that, Eskinder was VP of Business Development at GlobalSoft, where he was responsible for developing long-term service agreements with software companies in the Enterprise Application integration space. Eskinder has held similar positions in a variety of other high tech firms, charged with defining product and market strategies.

Eskinder received his MBA from Santa Clara University and his BS from University of San Francisco, and lives in the Bay Area in Northern California with his family.

Alicia Assefa:
COO & Co- Founder

Alicia Assefa has over 25 years of Telebusiness and Sales Management experience. She has worked with numerous high technology companies including, CA, Oracle Corporation, Informix Software, Sqribe, Aion Corporation, Blaze Software, Granicus, Intacct and Sanctum, to name a few. As General Manager and Chief Operating Officer at SOMAmetrics, Alicia is responsible for the design and implementation of all our client projects

Alicia specializes in designing and implementing Sales Best Practices for software companies. Most recently, she was Vice President, North America Teleprospecting, at CA, a multi-billion dollar software company. There she managed the North America Teleprospecting team who provided leads for the 5 major Business Units within CA. During her tenure at CA, she grew the Field Pipeline from $3.4M to $87M in a nine-month period. The revenue contribution, from her teams’ efforts grew from $4M to $17M in that same period. In addition, she implemented Salesforce.com, replacing SAP and developed the global Teleprospecting plan for her counterparts in EMEA, AsiaPac and South America.

Prior to that, Alicia was the Director of Inside Sales for Scientific Learning, an educational software company that provides reading intervention strategies to the K-12 public schools market. In this position, Alicia implemented a highly successful Inside Sales team. She grew revenue from $20,000 to $1,200,000 in under 8 months. She also designed and implemented a lead generation strategy (which included telemarketing) that generated over 200 leads for the Field team in under 3 months.

Alicia was the Director of Corporate Sales for Blaze Software, a provider of rules engine technology. In this position, Alicia grew the Corporate Sales team from 2 to 20 employees. Her team generated 30% of Blaze Software’s revenue and passed, on average, 180 qualified leads to Field Sales, each month.
Prior to joining Blaze Software, Alicia was the Director, Inside Sales at Computer Curriculum Corporation. During her tenure with CCC, Alicia grew the Inside Sales revenue from $6m to $13.7 million. She was instrumental in repositioning the department from a lead generation team to a revenue generation organization, with a focus on small districts with fewer than 5,000 students. In this market, she increased revenue by 270%. In 1998, her team was awarded Region of the Year for their revenue contribution and market strategies.

Alicia holds a B.A. in Theater Arts from the University of Delaware.

Jan Wall

Jan Wall:
Senior Writer & Editor

Jan has 35 years’ experience in the IT industry in technical, analysis, project management, general management, consulting, and marketing roles. He spent 8 years with two of the “Big 4” consulting firms handling IT and general management consulting engagements – Ernst & Young and KPMG. He built executive relationships with Fortune 500 companies leading to hundreds of millions in IT sales. He designed and managed business initiatives for cross-divisional tactical planning, project management, performance reviews, structured sales support tools, and strategic alliances. He developed internal and external presentations, educational programs, and training seminars. He drove organizational change and performance improvements.

As a management consultant, Jan either led or supported engagements to determine the governance structure of the Manitoba Health Sciences Centre – a complex that included five hospitals and the Faculty of Medicine. Other consulting assignments included the development of a “management dashboard” for the Public Works Department for Edmonton, Alberta, recommendations for organizational changes in the senior management team of a research foundation, and detailed recommendations for changes in operational changes for the management of a mid-size city.

Jan developed and led initiatives to launch Sun Microsystems into the sale of enterprise wide computing systems in the San Francisco Bay Area, He was instrumental in driving large scale IT sales to Stanford University, University of California, Berkeley, National Semiconductors, Cypress Semiconductors, the Federal Reserve Bank of Northern California, McKesson Pharmaceuticals, and Visa International among others. He promoted and managed planning workshops that coordinated sales efforts across Sun’s hardware, software, and services functions. These efforts were instrumental in positioning his sales region as one of the top 1% in the company for two consecutive years.

After Sun, Jan joined The Open Group. Here, he managed relationships with executives in the seven largest computer companies in the world: IBM, Compaq, Sun, HP, Siemens, Fujitsu, and Hitachi. His efforts ensured that these companies participated in efforts to develop standards that would ensure the inter-operability of large-scale computer systems on a global basis.

Jan holds a BS in Mathematics from Purdue University and an MS in Computer Science from McGill University, Montreal, Canada.

Andrea Margolis:
Manager | Creative Marketing

Hannah Dennison:
Manager | Marketing Content

Miguel Morales:
Software Developer

Contact Us Today

Address: 1847 Berkeley Way

Berkeley, CA 94703

Phone: 510.346.5800

Email: reach@somametrics.com

Business Hours: 8:30a-6:00p M-F