Two long-time consulting executives have launched UpperRight, a new advisory firm that will work with companies to help them make better use of marketing software.

UpperRight’s first founder is Adam Lavelle, the former head of global alliance solutions at Dentsu. Tokyo-based Dentsu is one of the world’s largest ad agencies and operates in a number of other sectors as well.

Lavelle is launching UpperRight together with former Deloitte Digital chief creative officer and managing director Alan Schulman. Deloitte Digital is the marketing arm of Deloitte, a major IT consulting firm.

At the world’s largest companies, marketing departments spend a significant portion of their budget on technology. A typical marketing department’s technology shopping list includes items like ad optimization software and cloud services that measure customer sentiment. 

UpperRight will work with companies to ensure they are realizing a return on their marketing departments’ software purchases. The goal, according to UpperRight, is helping companies implement technology and organizational processes that can make their marketing efforts more effective.  

“There are too many instances of companies investing in modern platforms like Salesforce but not getting the full value out of them,” said UpperRight co-founder Alan Schulman.

In a fairly original twist on the consulting business model, UpperRight also plans to provide advisory services to fellow consultants.

The software that large corporations buy to support their marketing efforts can be fairly complicated. Outside consultants are often called in to set up the software, customize it and train employees on how to use it.

As part of its work, UpperRight will provide advice to both corporations and the consultants those corporations partner with to carry out their marketing software projects.

UpperRight will focus on marketing software projects that involve Salesforce products. San Francisco-based Salesforce is one of the world’s largest makers of enterprise software and offers several popular marketing applications that are widely used in the corporate world.

UpperRight founders Adam Lavelle and Alan Schulman are based in New York. The firm’s West Coast operations will be led by long-time agency executive Jessica Burdman.

“The c-suite wants attention to help them realize near-term value from their tech stack investments and to establish a vision for thriving in a future beyond today’s digital transformation turmoil,” commented former Salesforce executive Brian DeMelo. “Lavelle, Schulman, and team will be indispensable to those execs.”

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