Writing by Fred Sandsmark

Here you’ll find select writing samples in many categories—white papers, data sheets, and ebooks; customer reference success stories; company and executive profiles; blog posts; and other materials—that represent the breadth and depth of my experience and the quality of my work.


As a Customer Advocacy Marketer, I help our customers share their success using the Anaplan platform. These stories can take many forms, including videos, short customer success pieces, longer case studies, slides, and blogs. Here are some recent examples:

In Corporate Marketing I ghostwrote bylines and blogs for executives. This relationship is confidential, but I can provide links to pieces on request. Here’s a sampling of pieces written under my own name:

Symantec CustomerONE

Written while on the CISO’s staff at Symantec, these papers put a new twist on stodgy security case studies. Telling the story of how Symantec guards its own enterprise using its own products, the papers are more like feature stories than white papers; they often feature a protagonist and a story arc, highlighting what we hoped to accomplish, what we did, and what we learned.


I was an all-purpose producer in the two-person Actuate Content Factory, creating white papers, data sheets, customer stories, blog posts, syndicated content, and more. Some samples:

Freelance projects (customer stories)

  • Fast Finance, a case study in story form  for Oracle’s Profit magazine about Brown Brothers Harriman’s migration of its custody accounting software
  • Data as Differentiator,  a customer success blog post on how Actuate OEM Phototype embeds analytics in graphics quality management software
  • Bay Dynamics, a success story describing Symantec triple-threat  partner Bay Dynamics: OEM, consultant, and development partner
  • Strong Medicine, a narrative success story for Oracle’s Profit magazine showing how Gilead Sciences uses Oracle solutions to simplify business processes and establish a foundation for growth
  • Sunwest Milling, a one-page customer success snapshot for Symantec related to regulatory compliance
  • Forsythe Solutions Group, success story describing a Symantec partner that helps customers with both the business and technical aspects of IT
  • Wakefly, a small-medium business (SMB) success story for Symantec about an online marketing firm
  • San Jose Sharks, a one-page Symantec success story about the technology needs of a professional sports franchise

Executive, personal and business profiles

  • Go Ahead, Blame Twitter, a profile of social media researcher Grant Kien written for the CSU East Bay’s alumni and community magazine
  • Open Doors Policy, a profile of CSU East Bay president Leroy Morishita written for the University’s alumni and community magazine
  • Easy to Swallow Business Model, a profile of Blossom Foods founder Sue Graziano Adams for CSU East Bay’s alumni and community magazine
  • Outside the Box, a story about Acorn Paper for Oracle’s Profit magazine
  • Profiles of Alumni Athletes, a set of articles about Marcus and Lauren McGlory, Lori Stilson-Armstrong, Frank Fudenna, Rich Sherratt, and brothers Don and Mark Sawyer, for CSU East Bay’s alumni and community magazine

Blog posts 

Technology explainers


Writing tools image by Pete O’Shea.