
After three decades selling software, telematics and transformation, Jeff Westover has arrived at Geoforce with a deceptively plain mission: make invisible equipment visible, then make the market understand why that matters.

From employee No. 11 at GPS Insight to the C-suite at RTA, his career has followed one durable idea: data earns its keep only when a person can act on it.

From in-cab computers to fundraising software and back to the highway, the PrePass CMO has built a career around one stubborn question: does the technology make life clearer for the person using it?