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David McPherson is an experienced mentor, advisor, and executive coach currently providing advisory services for NEXT Canada and specializing in go-to-market coaching at Mento. Previously serving as Vice President of Customer Success at Observe, Inc., David led a team focused on optimizing performance and customer service. As an independent IT consultant, David developed comprehensive go-to-market strategies for early-stage companies. David spent over a decade at BMC Software in various leadership roles, including Head of Strategy & GTM, overseeing significant strategic initiatives and a large global pre-sales organization. David's foundational experience includes a role at the Royal Bank of Scotland as a Senior Technical Analyst. David holds a BEng (Hons) degree in Electrical & Electronic Engineering from Heriot-Watt University.