Palo Alto Software is led by a diverse group of professionals. From MBAs to marketing experts to startup veterans, the management team works together to make Palo Alto Software an industry leader in small business software solutions — and a great place to work.
Tim Berry
Founder and Chairman
Palo Alto Software founder Tim Berry pioneered business plan software, is a recognized expert in business planning, and quite literally wrote the book on Lean Planning. He has a Stanford MBA and degrees with honors from the University of Oregon
and the University of Notre Dame. He taught “Starting a Business” at the University of Oregon for 11 years and is a blogger and speaker on the topic of business planning. He's the expert other experts turn to; he's been interviewed on business planning by CNN, Forbes, USA Today, Guy Kawasaki, and others.
Small business radio host Jim Blasingame calls him “the world guru on business planning.”
Sabrina Parsons
CEO
Sabrina has served as CEO of Palo Alto Software since 2007, and has overseen the company's transformative transition from a desktop software company to a cloud-based software company. A graduate of Princeton University, she previously held leadership positions at Commtouch and Epinions, and founded her own web consulting company. As a passionate leader in and supporter of her local community, Sabrina contributes her time and expertise as a board member and technology advisor of a multitude of non-profit organizations, such as the Princeton Entrepreneurs Network, Oregon Community Foundation, Eugene Area Chamber of Commerce, and a number of community organizations in Eugene. She participates as a judge for business plan competitions across the U.S., and speaks on business planning, leadership, and women in technology. Sabrina believes in community involvement to further economic development and public education. When not at work, she can be found chasing her kids all over Oregon, doing anything outdoors that uses up little boys' energy.
Noah Parsons
COO
Before joining Palo Alto Software, Noah was an early internet marketing expert in the Silicon Valley. He joined Yahoo! in 1996 as one of its first 101 employees and became producer of the Yahoo! Employment property as part of the Yahoo! Classifieds team, before leaving to serve as director of production at Epinions.com. He is a graduate of Princeton University. Noah devotes most of his free time to his three sons. In the winter you'll find him giving them lessons on the ski slopes, and in summer they're usually involved in a variety of outdoor pursuits. Read about what's on Noah's mind in our Emergent Newsletter.
Trevor Betenson
CFO
Trevor is responsible for leading the company's accounting and finance efforts. He has spent time working as a financial controller in ad agencies, as well as in the healthcare and transportation industries. Before joining Palo Alto Software, Trevor was the assistant controller for publicly traded McCann Erickson at their Salt Lake City, UT office. Trevor is a School of Accountancy graduate from Utah State University, and earned his MBA from the Jon M. Huntsman School of Business at Utah State University. An avid track and field fan, Trevor also enjoys hiking and camping with his wife and three daughters.
Josh Cochrane
VP of Product
After an early career as a magazine editor, Josh spent ten years with a leading industrial ERP software provider. He played key roles there in everything from technical writing and customer experience, to marketing communications and online marketing, to product management and software interaction design. He joined the team at Palo Alto Software in 2007, first overseeing the company's online marketing team and then leading product organization, which he guided through a successful pivot from shrink-wrapped software to modern web applications. Josh has two great kids and an unreasonable number of housepets, owns a gorgeous sunburst Fender Telecaster that he plays poorly but with gusto, and has sworn to never again auto-draft his team in the company's fantasy football league.
