Universal Robots has recently defined a new 3-year strategy that emphasizes a revised go-to-market approach. With a strong focus on high growth rates, Universal Robots seeks to achieve its ambitious targets by implementing a new level of commercial leadership. The company operates in a complex stakeholder landscape with various routes to market, requiring continuous development of commercial strategies, plans, and capabilities to facilitate the desired growth. Universal Robots aims to capitalize on significant market opportunities, including targeting enterprise-scale customers and expanding into new industry segments. The company also plans to enhance its routes to market by adding more Certified Solution Providers, Original Equipment Providers, and direct sales.
Furthermore, Universal Robots is undergoing a significant transformation of its business model. The company is actively developing innovative solutions and services. By leveraging the valuable data obtained from their installed base, Universal Robots aims to create new offerings that have the potential to generate alternative sources of revenue.
As the Sales Director Northeast Region, you will play a crucial role in driving this transformation within the market and leading the adoption of these new offerings.
Key ResponsibilitiesDriving Revenue Growth: Provide strategic leadership, direction and guidance to the regional sales team.Develop and execute a comprehensive growth strategic sales plan aligned with Universal Robots Mid Term Plan (MTP), the commercial targets and local market dynamics.Identify the capabilities to drive an average annual growth rate of 30%+ (ramping from 25% CAGR to 50% CAGR) over 5 years.Implement strategies and sales processes to achieve high revenue growth rates, with a particular focus on the transition from hardware/product sales to a software and services-based ARR SaaS model.Strategic Leadership: Providing an entrepreneurial and strategic approach to sales, envisioning the future direction of the company, and fostering a culture of innovation and adaptability.Be the Universal Robots customer ambassador and partner with service, support, CSM teams and ensure that ownership of driving partner ecosystems across distribution, OEM, CSPs.Manage the commercial and sales team with heavy involvement in the motivation, drive, and development of new talent within the organization.Create a culture of accountability: define, monitor, and report on metrics, reward for success and take corrective actions for non-performance.Overcoming resistance to change within the Americas team and driving the implementation of strategic goals and initiatives.Develop and implement objectives and goals to set the expected performance standards for the commercial organization; ensure sales performance measurement and compensation programs are aligned with strategic goals.Create a sales/commercial atmosphere across the region that encourages and rewards strategic hunters who have the skills to develop new business while driving upgrade opportunities for existing customers.Route to Market Development: Collaborating with Certified Solution Providers, Original Equipment Providers, and direct sales teams to expand and strengthen the company's routes to market.Develop plans, programs and management structures and process to incentivize and manage all channels and routes to market to achieve the target growth objectives, identify and resolve potential channel conflicts, and maintain existing channels successes while expanding into new routes to market.Align key channel partners to drive demand generation by solution and market; condense current partner model where required to provide greater incentive to the channel partners that successfully drive new, profitable business.Identifying opportunities to penetrate large enterprise-scale customers.Enter new industry segments to drive growth.Commercial Operations Management: Establish relevant business KPIs and develop processes and systems to track these KPIs in close collaboration with Sales Operations and Finance.Develop and communicate a sales cadence including yearly, quarterly, monthly, and daily requirements for the Commercial team. Follow up on daily sales achievements and provide frequent updates to the CCO and the senior management team.Leveraging the inside sales organization and marketing to drive demand generation, pipeline conversion and funnel management to win new logos with a special emphasis on large enterprise customers.Assessing installed base customers and targeting those in need of upgrading their current solutions.Turn sales operations into sales enablement, and along with marketing, identify new business opportunities, analyze sales and market data, help position sales personnel to ensure target achievement, ensure the sales organization can sell more efficiently and effectively, reduce any and all obstacles to achieving sales targets.Experience and Professional Qualifications: Commercial Leadership: Proven experience in a senior commercial leadership role, demonstrating the ability to drive revenue growth and implement successful go-to-market strategies.Digital and Services Orientation: Background in digital, software, and services-oriented industries, preferably with experience in cloud solutions. Familiarity with transitioning from hardware/product sales to software and services-based models.Sales Expertise: Strong understanding of sales motions, including demand generation, conversion, pipeline and funnel management, and driving sales performance.Change Management Skills: Demonstrated ability to lead change initiatives, especially within tenured teams, and overcome resistance to change to achieve strategic objectives.Entrepreneurial Mindset: Proven track record of taking an innovative and entrepreneurial approach to commercial activities, driving growth and exploring new opportunities.Strategic Vision: Ability to envision the future direction of the company, aligning it with the strategic vision of becoming less dependent on hardware/product sales and transitioning to a software and services-driven revenue model.Strong Communication and Influencing Skills: Excellent communication, negotiation, and influencing skills to work effectively with diverse stakeholders and build relationships.Results-Driven: A must-win attitude, with a focus on achieving goals and delivering results.
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