John Santaferraro is the Founder and President of Ferraro Consulting. With 20 years of experience as a big data analytics executive, analyst, and consultant, John has co-founded a data warehouse startup company, eventually sold to Teradata and held executive big data marketing positions in top tech companies like Tandem, Compaq, HP, and most recently, at ParAccel and Actian. In addition, he founded his own consulting company, Ferraro Consulting, helping technology companies accelerate business by uniting sales and marketing around a common solution selling framework. His consulting also includes analytics value creation, big data strategy, and technology selection. John is also an industry analyst in the big data analytics market, as part of the Boulder Business Intelligence Braintrust (BBBT).