Melissa Kaselitz- Principal Founder

Melissa is the Principal Founder of echo lane, Inc. a sales consulting business focused on development of sales processes, outsourced lead generation and CRM configuration services. Prior to echo lane, Melissa led the sales team at Media Publisher, Inc. (MPI), an enterprise streaming media software company, where she drove sales achieving profitability in MPI's first year. Key customers included: Lockheed Martin, the Department of Defense, Citigroup, NSA, Merck/Medco, Capital One.

Before joining MPI, Melissa was the Sales Director for the West and Central regions at Inktomi Corporation, a public technology company focused on content networking and infrastructure software, media distribution applications, and search/retrieval solutions. Here she was responsible for overseeing a combined team of 12 Account Executives and Sales Engineers, as well as $2.1 M direct quota, customers included: Vodafone, McKesson, WilTel Communications, Cable and Wireless, Genentech, Sun Microsystems, Toys R Us.

Prior to Inktomi, Melissa served in direct sales positions at eScene Networks, USWeb, and Paine Weber. Her direct selling experience included enterprise partner selling with partners such as: BEA systems, Broadvision, Informix, Blue Martini, ATG, IBM, Cisco, Real Networks, Akamai, HP, Yahoo, Accordant.

Kaselitz co-founded the NW Colorado Recreation Facility, a non-profit organization for young athletes. Melissa was a graduate of Detroit Country Day School in Birmingham, Michigan and has a BA in English Literature from the University of Vermont.

Alana Kaselitz- Principal Founder

Before, joining echo lane, inc. Alana was a Sr. Account Executive with Salesforce.com, the leader in on-demand Customer Relationship Management (CRM). Alana was directly responsible for driving over 1M in annual revenue and supporting a diverse cross vertical customer base in the SMB (Small and Mid-size Business) market. Customers included: Red X Medical, GenScape, Digital Hands, Emida Technologies, UniPower

Prior to salesforce.com, Alana was part of the Sales Management team at SBC in the Enterprise Account Group. Here she focused on providing complete voice and data communication solutions to enterprise customers such as: Levi Strauss, San Francisco Airport, Bingham and McCutchen, KFOG Radio, SF Giants, Jamba Juice, HP Pavilion Alana was responsible 1.8M in direct sales as well as managing partner based sales activity, working with SBC's large technology partner network including, Cisco Systems, Avaya, Williams Communications, Cingular, Nortel Networks, providing comprehensive solutions to the Enterprise. Alana began at SBC as a Sr. Account Executive in the SMB market sector. Alana was responsible for direct sales, addressing the specific needs of small businesses throughout the US, building the customer base to include over 500 new customers in year 1.

Prior to joining SBC Alana held the position of Sr. Manager of Product Management at Next Card, a Software Company and Financial Institution providing online credit card authorization and value-add tools for business eCommerce initiatives. Alana was responsible for launching the Electronic Wallet and Concierge products, streamlining eCommerce transactions. Alana re-designed the cross selling strategy, increasing the conversion rate by 70%.

Alana is also a graduate of Detroit Country Day School in Birmingham, Michigan and received a BA from the University of Pennsylvania with a degree in International Business and French.

Paul Mackinaw - VP Professional Services

Mr. Mackinaw has over a decade of experience in enterprise consulting with a focus on evaluating and implementing emerging technologies.  He runs the delivery team at Echo Lane, responsibilities include building the team, ensuring client satisfaction, building process and methodology, managing the team’s utilization, and managing the sub contracting programs.  His experience across a breadth of verticals, combined with experience in numerous emerging technologies, has well prepared him for how to run consulting engagements where there is a demand for articulating value quickly, managing ambiguity, setting expectations, and creating precedent processes and work products.
Prior to joining Echo Lane, Mr. Mackinaw spent over 6 years at Accenture Technology Labs, the Research and Development group of Accenture.  In this role, he excelled at defining and articulating the value proposition of emerging technologies with early adopter clients.  As one of his research interests, RFID, gained market traction, Mr. Mackinaw went to a startup RFID consulting company, R4, and helped grow the practice by leading strategic accounts and creating R4’s service offerings and methodology.  R4 quadrupled in size after Mr. Mackinaw’s arrival until acquired by VeriSign.  At VeriSign, Mr. Mackinaw was responsible for the retail service offerings for real-time data and later managed strategic accounts in VeriSign’s 3 Screen content solutions.
Experience
Mr. Mackinaw has managed large, mission critical accounts as well as small strategic early adopter opportunities, including:
Leading a industry leading 3 screen (phone, computer, TV) video delivery service to AT&T
Managing the number one project at eBay to replace iPix picture hosting for auctions with a customer developed service called eBay Picture Services that currently hosts billions of images
Designed and launched an item-level RFID pilot for Levi’s Mexico that reduced out of stocks by 50% and increased sales by 6% and has since become a top industry case-study
Designed and launched an industry first of a global satellite tracking system of radioactive sources for Halliburton Responsible for re-architecting the Hong Kong Stock Exchange’s Clearing House application
Developed the first community-based Mobile Instant Messaging Bot for SK Telecom

Industry Expertise

Supply Chain

Retail

High Tech

Oil and Gas

Pharma

Education

Miami University (Ohio), Bachelor of Science Cum Laude, Management Information Systems