Foster Collaborative Influence: Interview with Frank Roe, CEO of SmartBear
I recently went one-on-one with Frank Roe, CEO of SmartBear.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Frank: Thanks, Adam—happy to be here. To give you a quick overview of my journey, I started at Andersen Consulting after graduating from UMass Amherst in 1992, working on strategic planning and process improvement projects. That early experience really got me hooked on how technology can drive business transformation. From there, I transitioned into sales leadership roles at Progress and Oracle, where I deepened my understanding of the software industry and the importance of building strong customer relationships.
In 2018, I joined SmartBear as Chief Revenue Officer, and two years later, I stepped into the CEO role. It’s been an exciting journey, especially as we’ve focused on giving software development teams the tools they need to build and release better software, faster and more efficiently in an increasingly competitive space.
Adam: In your experience, what are the key steps to growing and scaling your business?
Frank: At SmartBear, quality isn’t just a goal—it’s the whole point. Everything we do revolves around delivering solutions that our customers trust, and that focus on quality has been essential as we’ve scaled. It’s not just about growth for the sake of growth; it’s about making sure that as we expand, we don’t compromise on what got us here in the first place.
Scaling also means being adaptable. The software industry is constantly shifting, and the demand for faster releases with fewer resources isn’t going away. We’ve embraced AI and other technologies to help meet those demands, but we’re always making sure that quality remains at the center of everything we deliver.
A big part of scaling successfully is building systems that can grow with you. Our three integrated solution hubs allow us to help development teams across the globe, keeping them equipped to release better software and deliver better experiences to their own customers. In fact, one of our customers in the healthcare industry told us that by automating and speeding up their software development process with our tools, they’re able to give doctors more “stethoscope time” with their patients. That’s the kind of impact that goes beyond technology—helping our customers deliver real value to their end users, whether it’s a patient, a consumer, or a business.
Adam: What is your best advice on building, leading, and managing teams?
Frank: One of the key elements of effective team management is creating a forum for open communication, allowing employees to ask questions and raise concerns, which helps address uncertainties and fosters trust. Connecting the team's work to a larger purpose is equally important. When team members understand how their individual contributions make a difference, it enhances engagement and motivation.
Empowering teams is another essential component. At SmartBear, we foster a culture of curiosity and encourage team members to take ownership of their work. This autonomy, combined with access to the right tools, such as AI, builds resilience and helps teams thrive under various conditions. By integrating principles of accountability and transparency, particularly around responsible AI, we create an environment where teams can innovate and adapt.
My advice to my team is to always encourage boldness. Bold decisions often drive progress, both in business and in life. Taking risks and pushing boundaries are essential for overcoming challenges and unlocking new opportunities.
Adam: What are the most important trends in technology that leaders should be aware of and understand? What should they understand about them?
Frank: The rise of generative AI is shaking up industries, and while many companies are racing to replace human roles with machines, I believe this approach is short-sighted. At SmartBear, we view AI differently—it should enhance human capabilities, not replace them. The real revolution in software needs to be about empowering people, not sidelining them. AI tools can handle repetitive tasks, but it’s human insight and creativity that drive true innovation. It’s about freeing up developers and testers from repetitive tasks so they can focus on the real value: creative problem-solving, innovation, and ensuring top-quality software. The future of software isn’t just faster releases; it’s about creating solutions that amplify human expertise while ensuring the integrity of every line of code. It’s time to move past the old mindset of 'replace' and embrace 'augment’.
Adam: What do you believe are the defining qualities of an effective leader?
Frank: Leadership, at its core, is about being an influencer—someone who can bring teams together around a common vision and build consensus. It’s not about pushing your own agenda, but about creating an environment where everyone feels heard, valued, and aligned toward a shared goal. My focus is on guiding teams through uncertainty with confidence and clarity, making sure each person understands the impact of their contributions.
Empathy and agility are crucial. You must support your team, but also challenge them to rise to new heights. In the past five years, we’ve made 10 strategic acquisitions—each one driven by our ability to adapt quickly to market needs while maintaining alignment across teams. Effective leadership means uniting people under a bold vision and empowering them to achieve more than they thought possible, while moving decisively when opportunities arise. That’s how you drive real progress.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Frank: To take your leadership to the next level, you need to be comfortable making decisive moves. Leadership isn’t about waiting for perfect information—it’s about trusting your instincts, making smart choices, and adapting quickly when things change. If you’re too slow, the market and your competitors will leave you behind.
I’ve always believed that great leaders influence through trust and collaboration, not control. You’ve got to give your teams the space to make decisions and push boundaries. It’s when people feel empowered that real innovation happens, and that’s how you create a culture that thrives.
And let’s not forget the customer. Everything we do comes back to asking, “How does this improve things for our customers?” Leadership that’s disconnected from the customer’s needs is leadership heading in the wrong direction. If you want to make a lasting impact, focus on delivering real value—because at the end of the day, that’s what leadership is all about.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Frank:
Foster Collaborative Influence: Focus on integrating diverse perspectives into a cohesive strategy that resonates with your team, your customers, and other stakeholders. Influence comes from valuing and understanding differing viewpoints. This encourages collaboration and fosters a sense of ownership among team members.
Embrace Insight-Driven Decision Making: Effective leadership relies on visibility across all areas of your business, from sales to development to marketing. By staying attuned to customer or other stakeholder feedback as well as the changing market landscape, you can make informed decisions that address current challenges while anticipating future needs.
Encourage Team Empowerment for Resilience: Equip your teams with the tools and autonomy they need. Foster a culture of curiosity and encourage ownership of projects, which builds resilience into your organization’s DNA. By making technologies accessible and integrating principles of accountability and transparency, you help your teams navigate challenges and seize new opportunities.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Frank: At SmartBear, we’ve built our success by putting the customer at the center of everything we do—far beyond just selling products. Our focus is on deeply understanding their challenges and goals, which lets us create meaningful engagement across both sales and marketing. When you connect with what drives your customers, you build loyalty and trust that turn them into advocates for your brand.
A key part of that success is aligning sales and marketing. When these teams work together, we deliver a consistent message and provide real value at every touchpoint. This is why customers come to us not just for products but for help with broader initiatives—for example, we’ve had customers ask for assistance in crafting their corporate AI statements. That kind of trust goes beyond the transactional—it’s about being a thought leader and a partner they can rely on.
We’ve also fostered strong customer connections through initiatives like our customer advisory board, where we engage with them directly. This level of involvement not only shapes our brand’s credibility but ensures we’re delivering what truly matters to them. For me, that’s what it’s really all about—building trust, delivering consistent value, and ensuring every department, from sales to marketing, is aligned with a customer-first mentality. When you do that, growth becomes a natural outcome.
Adam: What is the single best piece of advice you have ever received?
Frank: “Don’t be a hero.” This means avoiding the temptation to take everything on yourself and instead, seeking the support of others. This advice has transformed not only my own approach to leadership but also the dynamics within my teams. By sharing the load and encouraging collaboration, we foster stronger relationships and build a more supportive community. This mindset allows everyone to thrive, as it acknowledges that asking for help is a sign of strength, not weakness. It’s about creating an environment where we lift each other up and succeed together.
Adam: Is there anything else you would like to share?
Frank: One thing I’d like to add is the importance of preparing our teams for the future. As AI and other technologies reshape the landscape, companies have a responsibility to ensure their people aren’t left behind. At SmartBear, we’re not just talking about how AI is transforming software development—we’re living it. We’re empowering our teams to embrace new technologies like AI and to constantly learn and adapt.
We’re doing the same things internally that we encourage our customers to do. This means creating an environment where our teams can experiment, innovate, and grow alongside the technologies they work with. It's not just about keeping up; it's about making sure we’re all ready for the next challenge. Preparing our teams for this new world of work is part of our responsibility as leaders, and it’s what will keep us and our customers ahead of the curve.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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