Berry Insights is a collective dedicated to providing our clients with actionable insights to give them a leg up against the competition. Our solutions are designed to provide a range of competitive intelligence support for companies of all growth stages.
We do not believe in mudslinging as a way to de-position competitors. This almost always backfires and you end up looking bad, whether it’s on social media or the front page of the WSJ. Instead, we embrace the notion of “elegant street fighting”. There are many ways to say, show or do something that will make the competition look inferior without calling them out by name.
Tracy has spent nearly her entire career in competitive intelligence and strategy. She was an intelligence officer at the Department of Defense for 12 years, followed by several years running her own CI consulting firm. After taking time out from CI to explore her passion for equestrian sports as a horse show manager on the West Coast, Tracy returned to the corporate world in 2014 and took on increasingly-demanding roles in CI.
Today, Tracy is a recognized global thought leader in CI, and was recently inducted into the Council of Competitive Intelligence Fellows. Tracy and her winemaker husband Jon spend most of the year in Burgundy, France with dogs Bella and Bailey. When not in France, they live in Santa Rosa, in the heart of California wine country.
Varun has spent over five years driving product marketing and competitive intelligence at world-class SaaS organizations such as Freshworks and Cloudflare. An engineer turned marketer, he earned his master’s degree in Business Analytics with a focus on marketing analytics from the W. P. Carey School of Business at Arizona State University.
An entrepreneur and builder at heart, Varun is passionate about driving early-stage growth for startups. As a generalist working at the intersection of marketing, design, and coding, he seeks cross-domain connections to spark innovation and transform ideas into impactful ventures.
Today, Varun brings his well-rounded expertise to the world of competitive intelligence consulting. He thrives on uncovering market insights, synthesizing data into actionable strategies, and helping clients stand out in dynamic, high-velocity markets.
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