Doug LaBahn

Founder & CEO Coachbar, Inc.

Last Reviewed: September 18, 2026

Executive Summary

Doug LaBahn is the founder and Chief Executive Officer of Coachbar, a SaaS company he started in April 2023 that builds technology-spend and partner-management products for software vendors and the consultants who resell and implement their tools. Its suite — AppVentory, AppVentory Channels, ChannelBoost, and StackPlan — addresses the visibility problem at the center of indirect software sales: vendors sell through partner networks but see little of what those partners actually do, while the partners themselves struggle to track the software stacks their own clients run. LaBahn came to the problem from the inside, having spent most of his career in marketing leadership within exactly that channel, including as Chief Marketing Officer of Cin7 and Executive General Manager of product and partner marketing at Xero.

Career Highlights

• Founded Coachbar in April 2023 and leads it as CEO, with a founding team reported to number eight in total.
• Built a product suite spanning AppVentory, AppVentory Channels, ChannelBoost, and StackPlan.
• Chief Marketing Officer of Cin7 from 2020 to 2023.
• Executive General Manager of Product and Partner Marketing at Xero from 2015 to 2020.
• Former Global VP of Product Marketing at Sage, with earlier senior roles at CircleBack, WebVisible, LRN Corporation, Experian, The Corporate Executive Board, and Dun & Bradstreet.

Professional Journey

LaBahn studied business at the University of Maryland’s Robert H. Smith School of Business and built a long marketing career across data, compliance, and small-business software. His earlier roles spanned Dun & Bradstreet and The Corporate Executive Board, Experian, LRN Corporation, WebVisible, and CircleBack, before he moved into global product marketing leadership at Sage, the UK accounting software group.

In November 2015 he joined Xero as Executive General Manager of Product and Partner Marketing. That role sat at the heart of the company’s distinctive commercial model: Xero sells accounting software largely through accountants and bookkeepers, who recommend and implement it for their own small-business clients, meaning the partner channel is not a supplementary sales route but the primary one. Running product and partner marketing there for four and a half years gave LaBahn a detailed view of how software vendors and their advisory partners actually work together, and where that relationship breaks down.

He moved to Cin7 as Chief Marketing Officer in April 2020, taking on the role at the onset of the pandemic, and led marketing for the inventory management platform through March 2023 — again in a business whose growth depended heavily on an ecosystem of implementation partners and integrations.

Coachbar followed the next month. The company addresses the structural gap LaBahn had spent years working around: in indirect software sales, vendors have limited visibility into partner activity and partners have limited tooling for managing the sprawl of applications their clients accumulate. AppVentory addresses the technology-spend and stack-inventory side, ChannelBoost and AppVentory Channels the partner-management side, and StackPlan the planning of a client’s software estate. He founded the company with an unusually large team — reported as seven co-founders alongside him — and leads it as Chief Executive Officer.

Education

University of Maryland, Robert H. Smith School of Business

Business degree