A Quebec-based entrepreneur and consultant with 25+ years turning CRM, customer analytics, and customer experience into commercial results — building lead-generation pipelines, closing deals, and running the training that makes it stick. His work as a McGill professor keeps the practice grounded in evidence.
Sol Tanguay is the founder and president of Initiative Marketing and a co-lead of FieldEdge Academy — a Quebec-based consultant and trainer who helps B2B organizations turn CRM, customer analytics, and customer experience into commercial results. Over a 25+ year career spanning entrepreneurship, consulting, and teaching, he has built lead-generation pipelines, closed millions in deals, and guided sales and marketing teams across North America and Europe. He also teaches information systems at McGill University's Desautels Faculty of Management, where his doctoral work on technology adoption keeps a human-centered, evidence-first lens on everything he builds.
At McGill, Sol teaches across information systems, digital consulting, e-business, analytics, business intelligence, and digital media marketing, following ten years of teaching and course coordination at HEC Montréal covering e-commerce, e-marketing, e-business, management information systems, marketing management, CRM, online retailing, and consumer behaviour. Through Initiative Marketing, the consulting and training practice he founded, he helps organizations strengthen customer relationships by aligning strategy, process, data, technology, and training — and he co-leads FieldEdge Academy, bringing that same CRM, CEM, and management-education depth into a practical B2B training platform.
His public work spans CRM and CEM adoption, customer journey optimization, marketing automation, website user testing, and e-commerce strategy, delivered to both classroom and industry audiences. Bilingual in French and English, he operates at the intersection of academic rigor and practical digital transformation across Quebec and beyond.
His work sits where theory meets implementation — CRM adoption, e-business, analytics, digital consulting, and customer experience — repeatedly connecting university teaching with real organizational contexts.
His doctoral research on self-service technology adoption and users' need for social interaction gives a behavioral layer to his work in CRM, UX, e-commerce, and digital transformation.
Active in French-language business media, Quebec ICT events, and English-language academic and business contexts — a practical advantage for consulting, executive education, and teaching in Montreal.
His brand is not purely strategic advice — it's getting people to actually use the systems and practices, through implementation, training, and learner-centered change management.
Sol co-leads FieldEdge Academy with Pablo Gray — bringing CRM, CEM, and management-education depth into programs teams can actually use.
