is a marketing strategist and meeting facilitator who
specializes in helping managers, executives and boards
as they define their future market activity. He works
with clients to understand the potential and barriers
in markets, analyzing the long term returns and risk
of alternative strategies. Andrew’s extensive
background assessing data and organizational resources
combined with his current perspectives on marketing
trends ensures valuable insights that translate into
efficient resource deployment and sales growth.
Prior to founding his own business, Andrew worked with
Canadian National Railways for eight years. In a series
of middle and senior marketing management roles, Andrew
sourced and analyzed data related to continental and
global markets, identifying evolving marketing trends,
competitive advantage and winning positioning strategies.
He also created processes to collect, manage and leverage
market intelligence, including assessing where profits
accrue in the value chain and how to leverage competitive
advantage through marketing mix tactics. Andrew negotiated
directly with buyers and suppliers in addition to guiding
several key business development projects.
Lane holds a Master of Business Administration degree
from the University of Manitoba specializing in Marketing
and Organizational Strategy as well as an undergraduate
honours degree from Brandon University.
Andrew Lane is a trained facilitator and applies his
knowledge of group dynamics and facilitation processes
in a range of consulting engagements to assist group
decision making. More than a simple vote, this requires
management of personalities, resolution of conflict,
and identification of the key issues underlying our
decisions. With his experience as an analyst and strategist,
Andrew brings perspective to discussions without the
strong opinions of an internal stakeholder. This allows
issues that need to be discussed, to be discussed and
addressed in a constructive manner.
Lane uses proven and relevant facilitation processes
that generate your best ideas, empowering your group
to make quality decisions. Process outcomes include
people having been heard, conflict resolved, clear decisions
with action plans to move forward.
Strategy is more than inserting facts in a template
and working through a process that looks at the key
factors. Good strategy reflects perspective. Finding
relevant information and leveraging this into knowledge.
Finding the best position for your products and organization
to win. Drawing on experience and perspective, Andrew
works with your team to create a living strategy –
one that evolves with you and your world. Sometimes
knowing what question to ask is more important than
having the answer.
Experienced in adult learning and university level
training, Andrew Lane applies a range of learning models
to engage participants and create a valuable learning
experience. One size does not fit all! Course materials
are designed to reflect and capture individual learning
experiences, providing a key resource for future use.
Before every meeting Andrew Lane prepares by learning
about the people, organization and key issues relevant
to the group. This approach allows productive, focused
meetings. Andrew will also provide materials in advance
of sessions to allow participants to be similarly prepared
and to ensure the greatest possible value from the meetings
Andrew Lane is an experienced marketing strategist
focused on industrial, manufacturing and institutional
markets, that is B2B and B2I. Using strong analytical,
facilitation, and communication skills, Lane is able
to introduce new ideas, achieve fresh perspective and
reach agreement on strategy and plans.
Business & Location
A. C. Lane Consulting Inc., a.k.a. Lane Consulting,
was founded in 1998. Federally incorporated in Canada,
we are based in Canada and work internationally.