About Expona
We are a consulting practice led by Tracy Thayne, who has spent 35 years on the people and systems behind B2B demand. Every engagement runs through Tracy, from the first assessment to the last build.
Founder and principal
Salt Lake City, Utah
I have built demand programs at global scale and run them from the inside of small companies. At Schneider Electric that meant writing the demand generation process blueprints rolled out across four global regions. It also meant building Demand Mechanics, an independent practice delivering demand strategy to B2B brands.
Along the way I led strategy at ANNUITAS and Demand Spring and founded or co-founded three companies. Expona is where that experience became a method: find the recurring decisions that bring work into a business, build the preparation in the client's own accounts, and stop where judgment starts.
How the work gets done
Every engagement has one accountable lead. Behind that, an Expona delivery team of builders and specialists does the implementation work alongside Tracy, from the interviews in a diagnostic to the systems built on tools you already own and the upkeep that follows.
Tracy Thayne
Accountable for every engagement
Delivery team
AI Adoption Baseline and Line Mapping
Interviews, timed walkthroughs, scoring and the written readout.
Delivery team
Build Sprints
Systems built, tested and handed over on tools you already own.
Delivery team
Standing Help
Operating and improving what is built, and finding the next line.
Where the method was learned
Inside global companies, at the consultancies they hire, and in companies of our own. The work changed names. It was always demand.
Tracy ThayneDemand, 35 years
Global Process Owner, Marketing Automation and Demand Generation; VP, Digital Engagement
Wrote the demand generation process blueprints rolled out across four global regions, tying marketing to the sales and IT stack.
Director of Marketing
Marketing Programs and Operations, Linux and Open Source
Brought Linux and Open Source messaging and content through HP's global marketing operations.
Vice President, Strategic Solutions Marketing
Led marketing to product company clients, retailer clients and partners.
Earlier in house marketing roles at enterprise software and technology companies.
Vice President of Strategy
Ran the strategy and implementation teams solving demand problems for clients.
Senior Vice President of Strategy
Built demand process strategies tied to revenue and customer lifetime value, including demand through partners and channels.
Director of Marketing and Client Marketing Services
Ran client marketing services, from nothing to a pipeline of over $3 million in its first year.
Founder and Chief Demand Architect
Demand strategy and the data work behind it for B2B brands.
Co-founder and Chief Strategy Officer
Owned strategy and led demand programs for clients.
Founder and CEO
Paired blockchain and cryptocurrency with a simple goal: affordable access to healthcare.
Our vision
Companies spend their best people on decisions, not on the hours of assembly that come before them.
Our mission
Map the decisions that cost the most to prepare, build that preparation in our clients' own accounts, and stop where the call belongs to a person.
Talk to us
A call with Tracy, or about ten minutes on your own with the assessment. Either way you leave with a number.
