Craig specializes in enabling companies to more effectively market and sell. His experience is based on a variety of leadership roles including the growth of several start-ups that became successful public software companies. In 1998, Nelson's passion for enabling marketing and sales led him to register www.salesenablement.com and subsequently co-found iCentera in 2003. Today, the iCentera sales enablement platform service is delivered over the internet to over 350,000 subscribers and in 2011, iCentera became part of CallidusCloud.
Companies have come to understand that content is king, and they’ve spent a lot of money worshipping at content’s altar. In 2014, according to Advertising Age, three-quarters of marketers said they planned to increase spending