For more than 20 years Danny Goodall has served the IT Industry in a mixture of technical and marketing roles.  During his 10 years in software development he touched most technical disciplines from developer to architect through support and finally to Technical Director.  He was responsible for systems development for many organisations from small start-up software houses to system integrators and large multinationals. 

For the past 12 years Danny has married his technical background to an inherent understanding of the principles of technology marketing, helping organisations to take technology-led offers to market more effectively.  He has launched numerous infrastructure products into the European marketplace including Databases, AppServers, Message Oriented Middleware, SOA stacks, SOA Management offerings, Event Processing, BPM and ESBs.  Being part of the team that created the ESB product category while at Sonic Software and having consulted to numerous infrastructure vendors. Danny's expertise lies in infrastructure software, specifically SOA and Business Integration.  Goodall is also founder of OneBloke Technology Marketing and serves as a board advisor to a number of companies in this space.