As vice president of sales and marketing for the Americas, John Graff is responsible for serving customers in North, Central, and South America. Graff’s organization helps engineers and scientists adopt the National Instruments graphical system design approach. He directs an integrated team of sales, marketing, and support professionals who educate a technical and business audience about the cost and time savings of computer-based measurement and automation.
Graff’s organization includes a technical field sales team that consults and advises customers on solutions for their design, test, and control applications. Field sales is complemented with inside technical sales representatives who advise customers over the phone or through e-mail, an applications engineering team that provides technical support for customers, and a marketing communications team that builds awareness and consideration for the company’s broad and constantly growing offering. Graff is also a leader in the company’s global customer operations teams.
Prior to taking on his current role in 2010, Graff was the company’s vice president of marketing, customer operations, and investor relations for 12 years. He led a worldwide team that built the company’s awareness and interest among the broad range of customer industries that NI serves. Under his leadership, the NI marketing organization received numerous industry awards and accolades, including the 2009 B2B Marketing Communications Award from the Corporate Executive Board. The company was also one of the top three finalists for both the 2009 Forrester Groundswell B2B Marketing Award and the Best Customer Lifecycle Program “Markie” Award from Eloqua. Additionally, Graff’s ability to communicate and work with the financial and investment industry has translated into the opportunity to engage management from key strategic accounts on the financial return on investment of NI solutions.
Graff also helped NI find new ways to capitalize on the power of the Internet and social media to create a global online community of engineers and scientists. He played an instrumental role in launching ni.com and establishing innovative online and social media services that extend the direct relationship NI shares with its customers and partners. Today, ni.com receives more than 20 million visits annually and is recognized as a top website for engineers and scientists. Graff’s leadership has fostered the company’s highly regarded corporate culture of innovation, fun, and excellence. Under Graff’s direction, NI consistently communicates with employees worldwide so they know the latest company news, have updates on long-range corporate goals, and can share their own thoughts. As a result, NI has been named one of FORTUNE magazine’s “100 Best Companies to Work For” 13 years in a row.
Additional positions Graff has held at NI include director of corporate marketing, corporate marketing manager, product marketing manager, and applications engineer. He received his bachelor’s degree in electrical engineering from The University of Texas at Austin in 1987. Graff is on the board of directors for the Austin Children’s Museum, where he served as president and is now a member of the Past Presidents’ Council. He lives in Austin with his wife and their three children.