Geoff Surkamer


Geoff Surkamer is the CEO of MSI, and focuses on strategy, execution, and leading functional teams with the goal of growing and scaling the company.   He has been building and leading global teams in the software industry for nearly three decades. With a relentless passion for growing revenues, developing teams, building awesome cultures, and leading change, Geoff’s simple approach to any interaction is always based on the same principal—transparency creates trust. He holds an undergraduate degree in political science from Colorado State University, a master’s degree in international business from Lake Forest Graduate School of Management, and an EU fellowship from Cambridge University.  When Geoff is not hyper-focused on work, he spends time outdoors with family (wife and three kids) and friends on a beach in Mexico, a lake in Northern Michigan or the slopes of the Rocky Mountains.


pete piotrowski

Pete Piotrowski


Pete Piotrowski is a shareholder and the Executive Vice President and Chief Financial Officer of MSI Data. From 1998 through 2010, Pete was the Vice President of Operations for Airgas Safety, a leading provider of personal protective equipment and facility safety products. During his tenure with Airgas, Pete had various responsibilities including financial management, information systems, distribution center management and marketing program management. Prior to joining Airgas, Pete spent 15 years in public accounting with KPMG and Vrakas Blum & Co., working with closely held businesses in construction, distribution and manufacturing. Pete graduated Magna Cum Laude from the University of Wisconsin Whitewater with BBA in Accounting. His hobbies include spending time with his family, golf, fishing, Packer and Badger games, Brewer games and barbecue.


kelley starr

Kelley Starr

VP of Client Services

Kelley Starr is VP of Client Services at MSI where he oversees the professional services, technical services, account management and customer care teams.

Kelley is a seasoned executive, entrepreneur and advisor in Internet, SaaS and tech-enabled businesses (TEBS). He has served in roles as Founder, President and Business Development leader in rapidly growing technology-focused businesses from start-up to expansion stage and public company environments. He has been instrumental in recruiting and leading high-performing executive, sales and services teams that rapidly generated double digit growth. A strategic advisor to technology leaders, his expertise is on raising outside growth capital, business development and strategic alliances.

Kelley graduated with distinction from UW Madison where he earned a BBA in Marketing and Finance.

In his spare time, he enjoys tennis, windsurfing, snowboarding and biking. He also volunteers as the “official” photographer for events with friends and family.


ray thomas

Ray Thomas

VP of Sales

Ray Thomas serves as Vice President of Sales for MSI. Ray has over 10 years sales and marketing experience and previously worked at Microsoft in marketing and business development roles for Microsoft Office. His responsibilities while at Microsoft included competitive strategy, sales enablement, developing channel partnerships and programs, pricing and licensing strategy, and ultimately business strategy for the commercial segment of emerging markets. Ray holds a Bachelor’s of Science in Computer Science, a Bachelor’s of Science in Computer Engineering, and a Master’s of Business Administration with concentrations in Marketing and Entrepreneurship, all from Washington University in St. Louis. In his spare time Ray enjoys golf and brewing.


matthew guth

Matthew Guth

VP of Development

Matt Guth is the Vice President of Development at MSI. He started at MSI in 1999 as an intern working on various mobile projects for telecommunications market as developer including providing support, onside training, development, QA, and documentation for a nationwide rollout of the software. He built his team from four technical resources to a department of 25+. Matt has more than 16 years of field service industry experience working with small enterprise sized accounts. He graduated from MSOE in 2000 with a BA in computer engineering.


Mike Pandl

VP of Marketing

Mike Pandl is the VP of Marketing for MSI. He has over 15 years of software industry marketing experience, where he has been responsible for performing and managing demand generation, business development, channel partnerships, account management, product marketing, sales enablement, campaigns and other programs. Mike holds a Bachelor of Science in Marketing from Franciscan University.

In his spare time, Mike enjoys spending time with his family, playing ultimate frisbee and Milwaukee Bucks basketball.



Board of Directors

Hollie Haynes

Hollie Moore Haynes is the Founder and Managing Partner of Luminate Capital Partners and is based in San Francisco, CA. Prior to founding Luminate, Hollie focused on software private equity investing at Silver Lake. Earlier in her career she worked in private equity at Hellman & Friedman and in investment banking at Morgan Stanley & Co. She graduated from Harvard University with an A.B. in Economics and received an M.B.A. from the Stanford University Graduate School of Business.

Hollie serves on the boards of Luminate’s companies.

Sanjay Palakshappa

Sanjay Palakshappa is a Partner at Luminate Capital Partners and is based in San Francisco, CA. Prior to joining Luminate, Sanjay was an investment professional at Thoma Bravo. Before Thoma Bravo, Sanjay was an investment banker at Harris Williams & Co. Sanjay graduated from Washington and Lee University with a B.A. in Economics.

Sanjay serves on the boards of AutoQuotes, LiquidFrameworks, Oversight Systems, Comply365, AMTdirect, Conexiom, MSI Data and Thought Industries

Mark Pierce

Mark Pierce is an Operating Partner at Luminate Capital Partners and is based in San Francisco, CA. Prior to Luminate, Mark was CEO of MarketLive, an eCommerce software platform provider.  Mark previously led PRA, an application development and consulting firm focused on the retail sector, and was an EVP at marchFIRST.  Earlier in his career, Mark was a Partner at Prophet Brand Strategy and an executive at Accenture and Procter and Gamble. Mark received his B.S. in Mechanical Engineering from California Polytechnic State University at San Luis Obispo, and an M.B.A. from Saint Mary’s College.

Mark serves on the board of LiquidFrameworks, Comply365, Conexiom, and MSI Data.

Chris Murphy

Chris Murphy is an Operating Partner at Luminate Capital Partners and is based in Atlanta, GA. Prior to Luminate, Chris served as the Chief Revenue Officer of BlackLine, where he led the go to market team in revenue growth from $40M to more than $200M in 4 years and helped lead the company through a successful IPO. Chris also spent 10 years at Infor where he was a cross functional executive and played a key role as the company grew from $130M to over $2B in sales and became the 3rd largest application software company. Chris held previous leadership positions in other companies including Platinum Technology, divine, inc, Information Resources Inc. and Melita International. He received his undergraduate education from the University of South Carolina and has an MBA from DePaul University.

Chris serves on the boards of Oversight Systems, AMTdirect and Thought Industries.

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