Donald Friedman, former chief marketing officer of CA Technologies, and a former client, has made the jump to the agency side and joined Sequel as principal. In that capacity he will serve clients as an expert advisor with deep experience in business strategy, marketing and sales, change management,  and organizational alignment. As a CMO, Friedman was instrumental in the turnaround of CA, an IT management leader once dubbed the “most dysfunctional company in America.” Earlier, he held a range of senior management positions at IBM. Best known as a change agent, he fixed troubled businesses and created new ones — including IBM’s fast-growing Small Medium Business (SBM) unit. In between, Friedman orchestrated the buyout of Flex Technology, a leader in advanced circuits, and became president and CEO after a reverse merger with a larger company, Sheldahl. In joining Sequel, Friedman notes that his background is “relevant, and eclectic. I bring strategic marketing know-how to a firm with top-notch creative capabilities.” Fellow principal Brett Gerstenblatt agrees with this assessment. “We’ve worked closely with Don for a decade. We’ve done great work together and learned from each other. I couldn’t be more pleased that he’s decided to join our team.”