Meet Our Team

Inspiration is for amateurs.
Professionals show up and get to work.
- Chuck Close, painter


Elizabeth Cholawsky


Elizabeth Cholawsky has over twenty-five years of hands-on success in creating and deploying business technology applications, with special experience in the support industry, collaboration, internet advertising and telecoms. She has led and worked with companies to build market-leading SaaS offerings, using in-house talent as well as through partnerships and acquisitions. She has expertise in public company governance, investor activism, client services, marketing, product management and metric-based innovation.

Elizabeth has focused her career on using advanced technology and new business models to create innovative end user applications in a variety of industries. Beginning her career in artificial intelligence and computer modeling, she pioneered early LISP-based expert systems and applications of speech recognition technology. A customer-centric view of technology led to a specialization in applications for the support industry and creation of world-class service teams. Over the past 15 years, Elizabeth has led the development and marketing of numerous successful Software-as-a-Service products.

Most recently, Elizabeth was President and CEO of She was brought in to this $77M, 2,000-person public company (NASDAQ: SPRT) to formulate and lead a transformation strategy, which added a newly-developed Software-as-a-Service product to the company's existing labor-based services revenue stream. She brought in new enterprise accounts for the services programs and maintained momentum at the company while it was under activist attack.

Prior to, Elizabeth was a member of the executive team at Citrix's SaaS Division where she drove strategic direction, acquisitions and company processes critical to the division's success. She led product management for all GoTo products, driving their expansion internationally. She also overhauled the SaaS Division's client services organization design and technical architecture, customer insights systems, and customer satisfaction measurements. As the General Manager for the IT Services Line of Business, she repositioned the products from a niche remote support market to the broader space of ITSM, created an IT Support product line and grew revenue both organically and through acquisitions.

Elizabeth also held executive leadership roles at, ValueClick and Clarent, where she used her marketing acumen to position companies in large growth markets and align product and messaging for maximum effectiveness. At these companies her responsibilities included product development, creating alliances, pricing, bids and proposals, investor relations, and business development. In earlier roles she had extensive start-up experience, creating new revenue streams from both services and new product development. Throughout her career Elizabeth has had a strong international focus, taking products to market globally, managing overseas teams and using off-shore development resources.

Elizabeth holds a PhD in Political Science with a concentration in Econometrics from the University of Minnesota, and a BA (Phi Beta Kappa, cum laude) from Franklin & Marshall.


Lee Gruenfeld


Lee Gruenfeld has thirty years of experience in both the direct management of technology organizations and assisting clients in the areas of strategic information systems and technology planning, contact center operations and systems, general application specification & design, and technology marketing strategy, with a deep focus on the Internet of Things. He has been intimately involved in on-line communication and collaboration throughout his career.

Most recently, he was Vice President of Strategic Initiatives for His initial responsibility was to create the strategy for the company's flagship software product, and for the past eighteen months he was charged with establishing's leadership in the Internet of Things. He also served as interim VP Marketing.

Before that that he was Senior Vice President and General Manager of the SaaS division of NewWave Automation, providing automated financial services to the casino gaming industry. Prior to that he spent five years consulting to the SaaS ("GoTo...") division of Citrix Systems, one of the world's largest vendors of video & audio conferencing and related online collaboration services. This work involved extensive competitive analysis, detailed evaluation of online performance, design of the contact center support system and consolidated email marketing systems, and the development of new marketing strategies.

As a partner in the management consulting division of Deloitte, Lee was in charge of training for the firm's Strategic Information Systems Planning service line and was a national resource for computer-related contracting and litigation support. His clients included the Mayo Clinic, Citicorp, Kodak, County of San Diego, the William Morris Agency and Neutrogena.

Prior to joining Deloitte, Lee was national manager of systems development for Tymshare, Inc.'s professional services group, charged with creating custom applications for that pioneering computer timesharing company's customers, including TWA, Merrill Lynch, Manufacturers Hanover Trust, and the U.S. Department of Health, Education & Welfare.

Lee holds certifications in computer programming (CCP) and data processing (CDP) and is a Certified Systems Professional (CSP) and Certified Management Consultant (CMC). He is a former member of the Board of Directors of the Society of Certified Data Processors.

Lee is also the author of fourteen widely acclaimed works of fiction and non-fiction, including several U.S. and international bestsellers. He currently writes a weekly technology column ("A Walk on the Tech Side") for, the fourth largest news and politics site in the world. He has published major articles in CUSTOMER Magazine, Contact Center Pipeline, Call Center Times, CABA Magazine, IoT Evolution, etc, and was a feature writer for Computerworld and CEO magazine.

Lee holds a bachelor's degree, cum laude, from the State University of New York at Stony Brook.

Note: A complete list of Lee Gruenfeld's "A Walk on the Tech Side" columns on can be found here. To be notified whenever a new column appears, click here and enter "Subscribe" in the Message section.


Special offer for Internet of Things professionals

Lee will be speaking at IoT Evolution Expo on July 17 in Las Vegas (see below). This is one of the industry's premier international events, and the organizers are offering friends and colleagues of CGA a 20% discount on conference attendance.

IoT Evolution explores groundbreaking IoT technologies and solutions that companies can exploit to optimize business processes, increase productivity and drive new revenue opportunities. The conference includes four tracks of content, four pre-conference workshops, an Industrial IoT conference, hands on demonstrations, keynotes, and an IoT Exhibition.

Register here and use the code LEEG to obtain the 20% discount.


Lee's address: July 17, 2:00 pm

"Support it Right or Die:
Why what we’ve always done won’t work anymore"