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Cali, New form coaching firm McFarlin Stanford

March 2, 2015 -  By

McFarlin Stanford logoJim Cali and Jason New, former executives at Dallas-based Southern Botanical, founded McFarlin Stanford, an executive coaching firm for companies both inside and outside the green industry. Areas of focus include leadership development, financial management, strategic planning and systems development.

The firm’s principals said it’s a natural partnership because they share similar beliefs in terms of leadership, client service and raising the professionalism of the landscape industry.

In addition to coaching, McFarlin Stanford is working on a new software program for landscape businesses and others in the service industry.

Cali and New feel the industry lacks a simple, cloud-based service platform with mobile capabilities that syncs well with QuickBooks. They hope to release their program, which is currently in development, by August.

Cali spent eight years at Southern Botanical as vice president/general manager then COO. Previously, he worked for FedEx Office and International Paper. He also chairs the government affairs committee for the Professional Landcare Network (PLANET).

New most recently served as vice president of landscape services for Lambert Landscape Co. Before that role he was director and then vice president of garden services for Southern Botanical and an account manager for The Brickman Group. He chairs PLANET’s landscape management committee.

Cali and New consider themselves coaches, not consultants, because their focus is on executing on a deliverable and holding people accountable.

For example, one service they offer is “COO for a day,” where they work alongside clients on a specific task that needs work, such as overhauling their chart of accounts.

As New said, “Coaches don’t let you get away with anything.”


Marisa Palmieri

About the Author:

Marisa Palmieri is an experienced Green Industry editor who's won numerous awards for her coverage of the landscape and golf course markets from the Turf & Ornamental Communicators Association (TOCA), the Press Club of Cleveland and the American Society of Business Publication Editors (ASBPE). In 2007, ASBPE named her a Young Leader. She graduated with a Bachelor of Science in Journalism, cum laude, from Ohio University’s Scripps School of Journalism.

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