OpenView Adds Elizabeth Cain as VP of Go-to-Market Strategy

Former NetSuite Executive Joins OpenView to Lead Market Insights, Recruiting and Sales & Marketing Strategy Consulting for Firm’s Portfolio

BOSTON – OpenView, a Boston headquartered venture capital firm investing in expansion stage software companies, today announced the hire of Elizabeth Cain as VP of Go-to-Market (GTM) Strategy. Cain will be responsible for all go-to-market initiatives for the firm’s portfolio including market research, sales and marketing recruiting, strategy and training.

OpenView pioneered the concept of value-add for venture capital when the firm was founded 10 years ago. As a part of that value-add model, OpenView’s GTM practice plays an instrumental role in the execution of sales and marketing initiatives across the firm’s portfolio. In 2015, the firm’s GTM practice supported portfolio clients with 60 key sales and marketing hires, helped one company implement pricing changes resulting in a 40% boost to average revenue per user, enabled another organization to transition from a transactional business model to focus on the enterprise and helped another quadruple enterprise sales leads.

Cain was most recently the AVP of Global Business Development at NetSuite where she launched the Business Development Representative (BDR) and Solution Consulting Associate (SCA) teams, which she successfully scaled to a 170-person global organization. Across these teams, Cain was responsible for inbound lead qualification, outbound prospecting, the development and administration of product, sales, business and industry training, and campaign execution.

“OpenView’s pioneering value-add model is what attracted me to the firm. Building repeatable and scalable sales, marketing and recruiting initiatives is key to a company’s success,” said Cain. “I am thrilled to join the team to expand upon the firm’s already best-in-class go-to-market practice, one that is more viable than ever given today’s investment landscape.”

In addition to overseeing and developing OpenView’s GTM practice, Cain will work to leverage and allocate appropriate sales and marketing resources, both internally and externally, in order to help each portfolio company achieve its defined goals.

“Correctly executing on go-to-market initiatives is crucial to the success of any expansion stage company,” said Devon McDonald, Partner at OpenView. “Liz will be a critical partner for our portfolio companies as they work to execute against defined sales and marketing objectives.”

OpenView actively hires for its own operations and those of its portfolio. Interested parties can learn more about available opportunities and apply here.

About OpenView

OpenView is a venture capital firm with over $700 million in total capital under management that invests in expansion stage software companies. Founded in 2006 and headquartered in Boston, MA, OpenView provides its portfolio with value-add services through OpenView Labs. Programs range from recruiting to market research and marketing and sales strategy. For more information, visit