Tony Greenberg

As CEO of RampRate Sourcing Advisors and DeepStrat, Tony Greenberg has been an idea generator transforming perceptions and industries since he was 17.

Under Greenberg’s leadership for more than a decade, RampRate has radically changed how IT services are purchased, creating actionable, data-driven, sourcing information that has saved tens of millions of dollars and thousands of hours of headaches for major clients in entertainment, Internet services, finance, media and video games.

DeepStrat, a spinoff from RampRate’s strategic research arm, focuses on growth-advisory services for companies in the digital media value chain, particularly in mergers & acquisitions, ramp-ups and funding plans.

Greenberg is a charismatic and visionary speaker at technology, media and entertainment conferences and at colleges such as Harvard University and UCLA. His writing appears regularly in Huffington Post, Only Time Buys Trust and other outlets. He has been frequently quoted in outlets such as All Things D, Business Week, Wired, Computer World, Slashdot, and Ars Technica.  Greenberg is active in Tech Coast Angels and the Clinton Global Initiative.

Before founding RampRate, Greenberg headed the sales & marketing division of Raindance. He previously was SVP of business development and marketing for Digital Entertainment Network, and a senior executive at Exodus Communications (now Savvis). He also has experience in chain retailing, direct-response marketing, sales culture, business development and manufacturing through a series of other companies that he founded and later sold.

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Alex Veytsel, Partner

As Chief Strategy Officer, Alex Veytsel is DeepStrat’s partner lead architect of business and financial analysis models. He has been with the company since April 2004, playing a role in each of RampRate’s and DeepStrat’s practices and service offerings.

Within DeepStat’s Strategic Research practice, Alex performs business planning research and market analysis for large clients such as Microsoft, Intel, and Sony to enable them to take advantage of new opportunities, changing market conditions, and their position in existing markets. He has driven more than 75 primary and secondary research projects, including analysis of market size and optimal strategy for new business ventures, customer satisfaction and product planning, and cost structures of content services.

As the lead analyst on more than 50 of RampRate’s biggest sourcing advisory projects, Alex has helped clients such as Blizzard, CBS, Hearst, Sony, and dozens of others accurately forecast, benchmark, and reduce their IT services spend, while guiding them through tradeoffs required in building a long-term relationship with optimal vendor fit. He has extended and improved RampRate’s portfolio of analytical models for identifying and maximizing financial and non-financial value in sourcing engagement negotiations.

Alex has pioneered RampRate’s market-leading tools for scenario-based business planning, which allow clients to supplement RampRate deliverables with their own data and strategic vision and see the implications of the changes on the fly. Alex is also responsible for managing RampRate’s Service Provider Intelligence Index (SPY Index™) and implementing its usage in client engagements.

Prior to RampRate, Alex was a research analyst covering business intelligence and corporate performance management technologies at Aberdeen Group, a well-known IT market research firm. During his 4 years at Aberdeen, he authored and co-authored more than 20 publications on a variety of business technologies, including the first extensive analyst reports on Web analytics and business uses of peer-to-peer networks.

While at Aberdeen, Alex was a featured speaker at multiple industry trade shows, vendor-sponsored events, and in Babson College’s MBA program. He has been quoted in respected business publications including Fortune, Technology Review, Business Finance Magazine, and DM Review. In addition to this industry influencer role, Alex was responsible for developing Aberdeen’s ROI tool portfolio and models for benchmarking a corporation’s financial metrics against peer organizations.

Education BA with Honors in Political Science – Williams College.




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