About Us - A Brief History

Demand Metric is a marketing advisory firm that provides consulting methodologies, how-to guides, advisory services, online training and a library of over 500 marketing tools and templates. These premium resources are available to a membership community of over 28,000 marketing professionals and consultants in 75 countries. 

Using Demand Metric resources, members complete marketing projects more quickly and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our members range from start-ups to consulting firms to members of the Global 1000. We’re 7 years old this year. Here’s a history of our key milestones:

Founder & CEO Jesse Hopps finishes university in London, Canada and manages to land a job at super fast-growing Info-Tech Research Group.

1999

2004

Jesse quits Info-Tech after 5 years of service, but before leaving learns the value of solid information, tools, and advice for busy decision-makers.

Demand Metric is incorporated on a non-existent budget and 6 days of cold calling nets us our first customer. Woohoo! Party time!

2006

2007

We convince 4 friends to move to Vancouver and live/work in a 1000 sq. ft. loft while getting the business off the ground. Great idea in concept…

Certain that we could deliver more value with a robust tool-kit & new website, recently appointed Chief Analyst, John Follett, starts cranking out templates based on client needs.

2007

2008

Operations are going well, so we open a second live/work space in Toronto and keep the pedal to the metal. We celebrate our 100th member.

Our bank of tools & templates reaches 250 and we land some big clients like Toshiba, VeriSign and Kraft Foods.

2009

2010

We partner with the American Marketing Association, HubSpot, Aberdeen Group and others to help us get our content out to the world and add value to our growing base of 5,000+ members.

We produce our first Consulting Methodology and celebrate our 5th year anniversary as a company.  As many members need help using our content, we launch our professional services division.

2011

2012

We partner with the AIPMM to get our Product Management tools ProdBOK certified, and continue to add new methodologies to our offering. We also launch our new website, do a total refresh and update of all of our content, and get our new Training Workshops off the ground. Our membership hits 25,000 members.

We launch DM University to provide practical training courses and workshops to our members. We also start development on a whole series of community features to 'socialize' our website.

2013

Jesse Hopps - Founder & CEO

jesse-hoppsIf you can catch him, you might find him scuba diving the Great Barrier Reef, trekking in Patagonia, or hanging out in “Pueblitos” with his wife in Colombia. Jesse enjoys the flexibility that employing a stellar team provides. When not travelling around the world, he is refining corporate strategy, designing new user experiences, and generally trying to stay out of everyone’s way.

John Follett – Chief Marketing Officer

john-follettJohn is what we call the glue in the business. He makes sure that everything works, clients and partners are happy, and new product gets out the door. When he’s not busy working with members, you can find John in the kitchen trying out new recipes with his wife, vacationing on a beach, or spending time at the cottage with friends & family.

Jerry Rackley – Chief Analyst

Jerry Rackley

Jerry began his 28-year marketing career at IBM, and his work record includes experience in the technology and financial services sectors.  During his career, he has worked with companies ranging in size from startups to members of the global 1000, performing marketing, marketing communication, public relations and product management work. A graduate of Oklahoma State University, he is an adjunct Marketing faculty member in the Spears School of Business. He resides in Stillwater, Oklahoma with his wife and family.

Matt Hunter – Vice President, Sales

Matt Hunter

Matt has a proven track record growing start-up companies into multi-million dollar organizations. He builds top performing teams based on integrity, honesty, and competitiveness, fine tuning them into sales rock stars. When Matt is not in the office, you’ll find him straight down the middle of the fairway, or skating with his wife and kids on his backyard rink.

Kristen Maida – Administrative Manager

Kristen was snagged up by Jesse to work for Demand Metric shortly after graduating from the University of Delaware. She spends most of her working hours helping members, keeping projects on track and supporting the Demand Metric Team. When Kristen isn’t at work, it’s likely that you’ll find her training for a marathon, travelling to spend time with her boyfriend in Panama or enjoying the company of family & friends back home in Delaware.