TrueAdvantage has been led since late August by its CEO, Jamie Bedard who is responsible for setting strategic direction and overseeing all operations. Prior to joining the Company, Mr. Bedard was the President and CEO of Aberdeen Group, Inc. While at Aberdeen, he engineered a dramatic turnaround of the company, culminating in the successful sale of Aberdeen Group to Harte-Hanks in the fall of 2006. Prior to Aberdeen, Mr. Bedard was President of GEN3 Partners. Joining founders Jim Sims and Michael Treacy, Mr. Bedard was successful in turning the company around with an innovative business model that delivered solution-based marketing programs to drive deal flow and "private-label" professional services to software companies at less than the existing internal cost structure of their professional services organizations. Before launching GEN3, Jamie was a Partner and COO of Benchmarking Partners, a research-based consultancy that focused on IT-enabled value chain best practices.