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Tania Amar is the Co-founder and CEO of CXP Consulting, which empowers tech entrepreneurs and CEOs to build their differentiated, value-based stories and transform their stories into sales. As an entrepreneur in the business consulting space for tech companies, Tania’s journey has been filled with constant learning and transformational growth. French by birth, Tania started her career in France as the Head of the Communication Department at AREVA, a renowned nuclear energy group.
In the early 2000s, Tania moved to Israel and started working in the technology sector. Here, she took on the challenging role of Chief Marketing Officer (CMO) for several prestigious global tech entities within Israel’s innovation ecosystem and gained valuable insights into management and business strategy.
Following two decades of corporate life, Tania embarked on a new chapter in her career and co-founded her consulting firm in 2016. For Tania, building CXP Consulting was a natural progression and a mission driven by a deep-seated belief in the transformative power of storytelling and strategy. Through her guidance, tech entrepreneurs and CEOs can now harness the art of storytelling to differentiate themselves in a competitive landscape and, more importantly, translate those narratives into tangible sales and sustainable growth.
Establishing CXP Consulting
Tania’s desire to create her marketing agency came to her while working for a venture capital firm, JVP. It was in this vibrant startup ecosystem that Tania discovered her passion for working alongside founders, assisting them in refining their storytelling prowess and crafting effective Go-To-Market (GTM) strategies. This collaborative process brought her immense satisfaction, but it also revealed a critical truth: mastering these elements was pivotal for securing funding and indispensable for thriving in a fiercely competitive global marketplace. This hands-on experience made Tania realize how far startups fall short in storytelling and brand strategy.
After the initial focus of CXP on marketing support, Tania eventually realized that CXP needed to provide a more holistic approach to its offering by adding sales growth support. This is when Alon Laor joined Tania as a co-founder.
Alon is an expert in negotiation techniques and is well known for his ability to drive exponential growth through his extensive B2B sales experience. Besides his exceptional field experience, Alon is the visionary architect of the groundbreaking TOPTM (Technics of Persuasion) and ASMTM (Agile Sales Machine) methodologies, empowering entrepreneurs and customer-facing teams with the art and science of StorySelling.
Bringing a Transformative Change
Tania believes that each consultant’s unique expertise and mindset are critical to success in the consulting world. Tania has implemented several fundamental principles to foster a positive and creative work environment.
With every new client engagement, Tania and her team adopt a mindset of constant curiosity and an open-minded “first-timer attitude.” This approach ensures they bring the highest energy and enthusiasm to every project. It’s a commitment that honors CXP’s clients and pushes the firm to deliver its very best consistently.
Tania also firmly believes in providing clients with what they truly need rather than what they initially want. To achieve this, Tania and her team immerse themselves deeply into their client’s business environment and strive to understand their core mission and objectives.
Tania Amar teaches Storytelling at the University of Waseda’s (Japan) startup program
CXP’s meticulous work ethic and dedication to outstanding success drive them to encourage their clients to move out of their comfort zones to surpass their business goals.
“It is my conviction that startups need to challenge the limits of what’s possible to gain international recognition as industry leaders while showing ambition and courage to rise above the cacophony of competition,”– explains Tania.
Major Challenges
Tania feels the most challenging aspect of her role is keeping up with the rapidly changing technology market to ensure clients will receive the best guidance and advice.
The rapid and pervasive infiltration of AI across all sectors drives constant innovation. Tania and her team at CXP have already successfully harnessed the potential of generative AI within their work. This strategic implementation has facilitated accelerated outcomes while simultaneously amplifying their core skills of creativity, critical thinking, and personalized relationships – capabilities that machines cannot match yet.
Looking at the Future
Tania’s long-term vision is to continue CXP’s global expansion, reaching new frontiers in diverse markets and industries – without a shred of compromise on the high standard of quality and personalized attention they are known for.
Beyond business growth, Tania aspires to remain a thought leader in her domain. Her ambition is to share the wealth of knowledge and expertise she has accumulated throughout her career to inspire and educate others.
Tania’s ethos centers on reciprocating the benefits to Society that have enriched her. This manifests in her active participation in mentoring initiatives to support fellow entrepreneurs and mid-size businesses.
“Ultimately, my overarching goal is to leave a legacy that not only fuels passions but also ignites positive transformations and profoundly impacts individual lives and communities,”- she concludes.
