Healthcare and IT
Marketing Conference


Gary Rhoads
Author and Professor

Gary K. Rhoads received his B. S. degree in Zoology with minor emphasis in Chemistry and M.B.A. from Idaho State University, and holds a PhD in Marketing from Texas Tech University.  Rhoads is currently the Stephen Mack Covey Professor of Marketing at Brigham Young University.  A recipient of various “Teaching Excellence” awards, Rhoads has taught for universities and companies in Europe and the United States.  Formerly a pharmaceutical salesperson for Bristol Laboratories, Rhoads has worked as a sales/customer engagement consultant for numerous companies in the United States (e.g., Du Pont, Borg Warner, AT&T, U. S. West, Prudential, Discover Card, American Express, Chevron Corporation, Megahertz, Dayna and Dynatronics), Europe (3M International, OCE and Bull Computers), and Asia (Lucky Goldstar Corporation).  Professor Rhoads and has been an invited speaker for the Marketing Science Institute, Netherlands Sales Management Association, Institute for International Research and International Quality & Productivity Center.


As an active researcher in sales and boundary spanner performance, his work focuses on factors that influence sales performance, engagement, turnover, burnout, and service quality.  In marketing management, his interests include measuring and managing customer and employee engagement. He has published articles in the Journal of Marketing Research, Journal of Marketing, Journal of Market Research Society, Journal of Personal Selling and Sales Management, Journal of Retailing, Behavioral Research in Accounting, Marketing Science Institute, and various AMA Proceedings.  Rhoads is the co-author of two books: Stop-Think-Lead: Dealing with Critical Situations (2014), and Startup Marketing Essentials: Leveraging Competitive Angles to Make Competitors Irrelevant (2013) published by   Both books highlight the best leadership and entrepreneurial practices of successful firms.


Professor Rhoads is the academic advisor for the Enterprise Engagement Alliance that helps organizations increase profits by engaging sales people and customers.  Rhoads is the Co-founder of Xvoyant and past Chairman of the Board of Allegiance Technologies.  MaritzCX acquired Allegiance in 2015.  Xvoyant specializes in enterprise sales coaching technology.  In 2007 & 2009 Professor Rhoads was recognized as the VSpring Capital Top 100 Venture Entrepreneurs of Utah.  In 2012 Rhoads was awarded the International Stevie Award for Best Sales Training Practice of the Year for his Business Performance Series.