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Critical3 At-a-Glance brochure

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Critical3 At-a-Glance

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our principals

The right combination of experience and expertise.

We know that effective marketing – marketing that drives sales – must function beyond the boardroom; it must work ‘in the field’.

The principals of Critical3 Marketing bring a unique combination of sales and marketing experience to the table. We have each built marketing organizations and disciplines from the ground up for emerging growth technology companies. This experience offers incredible value to our customers as we help them build a strong marketing foundation—one that is focused on highly effective market positioning and revenue growth.

The Critical3 Principals

Julie K. Smith
Lorie M. O’Neill

Julie K. Smith, Founder & Principal
Julie Smith founded Critical3 Marketing in 2002 to provide access to highly skilled marketing expertise for early stage technology companies. Drawing from her 25 years experience, she applies a sales-focused marketing approach to maximize revenue production for customers.

Julie has successfully built marketing organizations from scratch with responsibility for the complete marketing mix. Prior to Critical3 Marketing, Julie was CMO at Clarus Corporation where she led marketing strategies to completely reposition the company from SQL Financials, a mid-market ERP player, to an emerging leader in B2B e-commerce. Julie also helped develop marketing strategies for multiple IPO’s, acquisitions and divestitures.

Julie’s sales and marketing career has been with large organizations such as Oracle Corporation, Dun & Bradstreet Software (MSA) and start-ups including Clarus and SQL Financials. Julie graduated with a B.S. in Accounting and Management Information Systems from the Bowling Green State University in 1983.

You can contact Julie Smith at jsmith@critical3.com

Lorie M. O’Neill, Principal
Lorie O’Neill brings more than 19 years of high tech sales and marketing experience to Critial3 Marketing — all centered on strategies and execution to drive revenue.

Her leadership experience includes developing and executing company messaging and sales positioning, and building product marketing, industry marketing and lead generation organizations from the ground up at high tech companies such as Clarus and Radiant Systems. Lorie has also directed strategies for vertical industry programs, interactive marketing, product sales and channel marketing. Lorie leverages her experience in sales and marketing to prioritize and achieve the critical alignment necessary to drive effective marketing focused on real value and high impact results for sales.

Lorie’s successful sales and marketing career also includes technology leaders such as PeopleSoft, Hyperion Software and Dun & Bradstreet Software. Lorie is a CPA and graduated with a B.S. in Commerce from the University of Virginia.

You can contact Lorie O'Neill at loneill@critical3.com

We can put marketing to work for your business.  Drop us a note.


With Critical3, we get the best of both worlds. They can sit at the executive table as our CMO for strategic planning, while also executing our tactical marketing. They don’t act or operate like an agency – they do what we need, when we need it.”

NPI Financial Jon Winsett
Managing Partner
NPI Financial

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