About Our Team

We are a team of intensely committed teachers, coaches, and consultants. We have developed a singular passion to understand the process of creating and developing marketing ideas, most especially in the context of how media organizations can use them to create value for their advertising partners.

The Creative Resources Process, which we have honed over the last 30 years, is described in our book, Creating Demand, authored by Gerry Tabio and Sally Beamer. The book is a first-of-its-kind, step-by-step guide on how to generate and develop cool, custom, and effective marketing ideas.


Gerry Tabio

President and Founder

Gerry Tabio began his media career as a Promotions Director back when dinosaurs roamed the earth. But it wasn't until a few years later that Gerry, already a General Manager, took on the challenge of adapting the process most people know as Creative Problem Solving, to a real-world marketing application. The Creative Resources Process emerged out of the pursuit to develop a repeatable process to generate marketing ideas that create value for media companies and results for their advertising clients.

Gerry founded Creative Resources in 1990. Since then, he and the rest of our team have trained and consulted for thousands of managers, sales people, and facilitators in many of the largest and most respected media companies in the world.


Sally Beamer

Managing Partner

Sally Beamer learned very early in her sales career that every client is unique, and that the best way for her to succeed was to focus her energies on helping her clients grow their business. From the moment Sally joined Creative Resources, she brought that real-world perspective into the Creative Resources System. Sally’s extensive background as a successful sales person, Sales Manager, and General Manager helped her develop a finely tuned sense of empathy for the managers who are ultimately expected to adopt and execute new systems. 

Whether she is consulting with one of the clients for whom she has direct responsibility, or advising the other members of the Creative Resources consulting team, Sally's approach is always to understand what the individual sales leader is attempting to accomplish and then create a custom plan to help them get there.


Kandice Herndon

Senior Consultant

Kandice Herndon has always measured her success by the accomplishments of those around her. That is certainly true when it comes to the managers with whom she consults, the students she trains, and the facilitators she supports. By the time Kandice arrived at Creative Resources, she had worked for an advertising agency, managed several offices for a national rep firm, managed a local sales team, and built a reputation as an excellent Executive Performance Coach.

In addition to Kandice’s responsibilities as a Senior Consultant for a number of our clients, Kandice looks after one of our most important constituencies: our Certified Creative Facilitators. Every facilitator who graduates from our Creative Facilitator Workshop becomes part of a community of thousands of other facilitators who are leading productive and profitable idea generation sessions in companies all around the world. Every one of them knows that if they need any advice whatsoever, from preparing for their next session to debriefing the last one, they can count on Kandice’s time and attention.


Lori Sheridan

Senior Consultant

Lori Sheridan learned the Creative Resources System early enough in her sales career that it became her fundamental way of doing business. Those basic principles served her well when, as a General Sales Manager, she was charged with the responsibility of building a sales organization from the ground up. Lori’s team of talented and marketing-focused sellers consistently outperformed their peers and in just five years became the fifth largest billing radio station in America.

Appropriately, in addition to serving as a Senior Consultant for several of our clients, Lori has cultivated a specialty as our Solution-Based Selling coach, responsible for overseeing the training experiences, the materials, and the support of the sales people who work within the companies we consult.


Crystal Hardy

Business Manager

Crystal Hardy is a cum laude graduate of Tulsa University. She majored in Marketing with a specialization in Integrated Marketing Communications. Before joining Creative Resources as Business Manager, Crystal worked at the IdeaStudio advertising agency, in Tulsa, Oklahoma.

Crystal's contributions to our clients' companies go far beyond the scope of her day job as our Business Manager. As the person who leads our Sales Analytics effort, Crystal does the number crunching that helps our clients stay focused on the activities that make them the most money.


Debbie Kennedy

Director of Operations

If you've been to one of our workshops in the recent past, then you have benefitted from Debbie Kennedy's talent for logistics and for making things run smoothly.

Debbie joined our team after relocating to Tulsa from Memphis, where she spent 30 years working for one of the largest McDonald's franchisees in the country. Debbie’s experience coordinating the support staff for a large team of executives has been a boon to our company and to our clients, as she makes sure that everyone and everything is exactly where it needs to be at the right time.