ENTERPRISE SAAS AND PROFESSIONAL SERVICES TECHNOLOGY SALES LEADER

Carl Larson
2046 North Dayton Street
Chicago, Illinois 60614
(312) 925-4232
larson.carl23@gmail.com
https://www.linkedin.com/in/carlwlarson
https://twitter.com/carllarson23
Enterprise sales, marketing and customer success leadership subject matter expert with deep, hands-on go-to-market
management experience including startup business ventures,Oracle and IBM. Exceedsannual corporate revenue objectives
by growing year-over-year sales and profitability. Consistently successfuland significantly increases sales,revenue,profit,
market share and recognized as a champion at building, re-building and transforming best in class cross-functional team
performance, operational process excellence and customer outcomes. Develops new business customers, grows existing
customer revenues, ensures customer success and introduces new product offerings to penetrate new markets. Recognized
for excellence and attention to detail in effective sales prospecting, business requirements qualification or disqualification,
executive relationship building, proof of value use cases, win-win contract negotiation, closing sales and a proven
performance track record. Builds businesses that produce new business software license sales, SaaS annual recurring
revenues and professional services success. Grows sales organizations market share, generates significant gross profit
margins, consistently overachieves revenue objectives and produces substantial sales results.
People:
 Creates a successfulsales culture and enthusiastic teams that top salespeople want to join.
 Recruits, hires, develops, coaches and retains high-performance inside and outside sales organizations.
 Defines and over sees sales staff performance,development, compensation and incentive plans that motivates the
sales team to achieve their sales targets.
 Develops and delivers energetic sales training programs that enable the sales team to achieve their potential and
support company sales objectives.
Plan:
 Develops sales, marketing and customer success business plans and go-to-market business strategies for
developing revenue and achieving the company’s sales objectives.
 Builds and manages commercial operations for large sales geographies including multi-national accounts.
 Defines and refines the optimal sales, marketing and customer success organization structures.
Process:
 Manages the sales teams, operations, budgets and resources to deliver profitable growth.
 Defines and implements systems and sales processes that drive desired revenue outcomes and identifies on-going
improvements when required.
 Implements and utilizes a CRM system to manage team sales prospecting tenacity, opportunity qualification,
revenue pipelines, revenue forecasts,product mix, timeframes and follow up.
 Manages customer expectations and contributes to a high level of customer satisfaction through account planning.
Programs:
 Monitors customer, market and competitor activity and provides feedback to company leadership team and other
company business functions.
 Compiles and reports information and data related to customer and prospect interactions and feedback.
 Works collaboratively with the marketing, business development and customer success functions to design and
establish successfulsales support, demand generation and market penetration programs.
Partnering:
 Builds and manages multi-channel, integrated sales organizations and relationships to extend market reach and
penetration including channel influence, resale and social media partnerships.
Performance:
 Manages,prices, negotiates and closes competitive, multi-million-dollar enterprise technology agreements.
 Sells and manages strategic digital transformation and business process improvement solutions to the customer’s
C-Level executives and departmental business leadership as the sales revenue officer leader.
 Thorough understanding of Enterprise Resource Planning (ERP),Customer Relationship Management (CRM),
and Supply Chain Management (SCM) business applications, Robotic Process Automation (RPA), databases,Big
Data,analytics, development tools, application server,content management, security software,SaaS and Cloud-
based solutions, software application services and the effective value proposition positioning of these offerings.
 Provides detailed, accurate and data-driven sales forecasting for analyzing performance.
 Develops and manages key executive client account relationships to close strategic enterprise opportunities.

PROFESSIONAL EXPERIENCE
Redbrick Sales Advisory Associates, Chicago,IL 2017-Present
Sales|Sales Leadership|Sales Growth|Sales Process|Account Planning & Strategy|Talent Management|Market Analysis
Hands-on, driven sales professional with proven skills to drive sales, increase market share and safeguard customer
retention and satisfaction by recruiting, building and mentoring high-performance, motivated sales organizations.
Expands markets by creating and helping new business and repeat sales opportunities increase in fast paced, high-growth
environments. Evaluates and executes strategies to exceed sales objectives by prospecting for new opportunities and
retaining and growing repeat customer revenue streams. Assists organizations improve sales management practices,
strategic direction, go to market product roadmap and strategy, continuous improvement, product strategy and positioning,
customer value-creation and success,sales account planning and processes,recruiting, talent management, training,
compensation planning and ethical sales best practices.
 Led and collaborated with the CEO of an entrepreneurial additive manufacturing firm to develop and document
the company’s sales business plan, objectives and strategies including recruitment, compensation and sales
process execution.
 Developed a go to market sales and marketing business plan for an entrepreneurial professional services company
by working with the CEO to confidently assist the firm grow their Service Delivery Automation (SDA) and
Robotic Process Automation (RPA) sales revenue,brand awareness,market influence and client base.
 Direct hands-on, customer-facing sales and account plan execution with the CEO of an enterprise software start-up.
 Developed and deliver a proprietary workshop entitled Sales and Marketing ProcessExcellence to assist
entrepreneurs and CEO’s effectively plan and develop their solution’s business value to support their goals, customer
success,growth and results.
The Quinlan School ofBusiness, Loyola University, Chicago, IL 2016-Present
Business School Instructor, SaaS Business Applications, Database, Analytics & Cloud Technologies
 As a seasoned,enterprise technology sales leader, teach and articulate "the business" of business information
systems and operations to passionately illustrate how businesses justify and utilize SaaS business applications,
data management, analytics and Cloud technology investments to create competitive advantage, improve
revenues,reduce costs and manage risk.
 Create an interactive and engaging environment that confidently inspires students to collaboratively learn about
today's high technology solutions in a real-world classroom setting.
 Provide knowledge and hands-on instruction for students to learn to develop business applications using MS Office.
Network Data Systems,Schaumburg, IL 2018
Sales Vice President
 Led and managed corporate-wide revenue, direct and channel partner sales and sales process initiatives to grow
the NDS Cisco Systems Unified Communications as a Service (UCaaS) data and telecommunication solutions by
delivering outstanding customer value and service across all cloud, managed and professional service offerings.
Oracle Corporation, Chicago, IL 1996-2016
With $40BB in salesand 400,000 customersin 145 countries, Oracle offers on-premise and SaaS-basedsoftware andservice
solutions.
Group Vice President, North American Big Data Sales Specialist Team, 2015-2016
Built and inspired the new $30MM Big Data sales practice for the Eastern United States and Canada for architecture,
construction, CPG, distribution, energy, engineering, financial services, healthcare, higher education, manufacturing,
property management, public sector,real estate,retail, telecommunications and utilities industries.
 Competed against and supported business intelligence clients who utilized Tableau, Qlik, IBM, SAP,SAS & MS.
Group Vice President, North American Sales, 2005-2015
Led Oracle’s $396M North American Central Group and directed over 200 field, technical, inside and channel sales
personnel across 18 states,six provinces, five areas and twelve regions for architecture, construction, CPG,distribution,
energy, engineering, financial services,manufacturing, real estate,retail, telecommunications and utilities industries.
 Grew revenues from $294MM to $350MM, or 19% by consistently growing the business every quarter in 2014.
 Achieved 123% of the quota objective and grew revenue from $231MM to $317MM, or 37% in 2011.
 Achieved 125% of the quota objective and grew revenue from $187MM to $230MM, or 23% in 2007.
 Grew Engineered Systems software and hardware sales 200% and was the first organization to sell 100 units
exceeding the combined sales of all NA organizations.
 Increased revenue from $132MM to $152MM, or 15% by leading the NA Utilities Group as executive sponsor.
 Selected to attend the inaugural Executive Leadership Development Experience associated with Carnegie Mellon.

Area Vice President, North American Sales, 2003-2005
Led Oracle’s $140MM North American Central Area and directed over 100 field, technical, inside and channel sales
personnel across seven states,six provinces and five regions for architecture,construction, CPG, distribution, energy,
engineering, financial services,manufacturing, real estate,retail, telecommunications and utilities industries.
 Grew 2005 revenues from $122MM to $140MM, or 15% and transaction volumes 50% to achieve annual quota.
 Named executive sponsor to serve on Oracle’s Technology Leadership Council based upon business acumen.
Regional Manager, North American Sales, 1998-2003
Led Oracle’s $22MM North American Central Region and directed over 15 field, technical, inside and channel sales
personnel for architecture, construction, CPG, distribution, energy, engineering, financial services,manufacturing, real
estate,retail, telecommunications and utilities industries.
 Awarded Regional Manager of the Year in 2002 by growing the region from $22MM to $26MM, or 15%.
 Grew revenue pipeline to 350% vs. $22MM quota by establishing and implementing key performance indicators.
Territory Manager, North American Data and Application Platform Sales, 1996-1998
Managed Oracle’s $6.2MM Illinois commercial account sales territory and significantly overachieved quota each year.
 After 18 months of successfulperformance,was promoted to Oracle Regional Manager based upon 197% and
148% sales quota attainment in 1997 and 1998 respectively and was awarded Rookie of the Year honors.
 Starting in 1997, consistently qualified for Oracle’s 100% Revenue Club Excellence.
Anixter International, Mt. Prospect, IL 1995-1996
A leading provider of IT, communications and electrical products that connect data, voice, video and security systems.
Regional Manager, Industrial Sector Sales
 Expanded Anixter’s industrial solution offerings awareness through sales enablement, marketing plans and trade
shows to communicate how the company connects a manufacturer’s plant floor with corporate IT systems.
 Developed $26.5MM in incremental revenue within the $139MM industrial and manufacturing sectors across
Anixter's 15 state Central Region that grew the region’s sales 20%.
 Built dedicated channel partnerships, strategic sales programs, demand generation marketing campaigns and
presentations to support and motivate new business development efforts and value-based sales initiatives to
exceed revenue growth targets.
Aspen Consulting, Rolling Meadows, IL 1993-1995
An entrepreneurial start-up that provided IT architecture,integration, implementation and training professional services.
Director, NewBusinessDevelopment
 Generated over $1,000,000 in 18 months by closing 30 new accounts and led company new business development.
IBM Corporation, Oak Brook, IL 1989-1993
An $80BB company providing integrated IT solutions to improve business processes and digitally transform enterprises.
Account Sales and Marketing Representative, 1991-1993
Sales and Marketing Representative, 1989-1991
 Achieved $6.5MM and 40% growth on a $4.6MM objective by leading sales activities and developing marketing
programs to direct a field, technical and channel sales team that provided comprehensive IT and professional
service solutions to clients.
 Qualified for IBM 100% Club for consistent sales achievement, results orientation, integrity and branch
management honors.
SALES EXPERIENCE, LEADERSHIP ABILITY AND RESULTS
 Established a consistent, proven track record for exceeding sales and sales growth goals to profitably build businesses.
 Managed client pricing and operational COGS to generate 65% annual gross profit margins and $3BB+ in sales.
 Develops a culture that builds future leaders: hired 100+ sales execs and 25+ sales managers; 11 were promoted to VP.
 Builds and scales high-performance sales teams to increase sales revenues and improve satisfaction by utilizing a
value-based sales methodology to address customer opportunities.
 Improved revenue results by developing the Six P’s go to market vision and plan which grew annual revenue
responsibilities from $6M-$396M.
 Developed KPIs and a performance dashboard to improve CRM-based sales forecasting that increased sales activities
33% and increased pipelines 50%.
 Experienced sales change agent who develops sales playbooks and implements supporting sales processes to improve
closure rates 300% and reduce sales cycle times 40%.
 Negotiated and closed many $1M+ agreements that aligned a customer’s requirements to ROI-based business cases.

INDUSTRYEXPERIENCE ENTERPRISE SALES LEADERSHIP FUNCTIONAL KNOWLEDGE
Architecture & Engineering Consultative Sales Focus and Results Sales Management Consulting
Banking Strategic Sales Management Acumen Marketing and Market Strategy
Construction Sales Forecasting & Reporting Economics & Finance
Consumer Packaged Goods Sales Process Workflows & Methodologies Organizational Change Management
Discrete Manufacturing Territory Management & Account Planning Business Planning & Strategy
Distribution Specialty|Geo|Named Account Segmentation Business Transformation
Financial Exchanges Sales Quota & KPI Management Finance, Legal & Sales Operations
Healthcare Sales Recruiting & Talent Management Software as a Service (SaaS)
Higher Education Complex Sales Negotiation Skills Cloud Computing
Insurance Field, Technical, Inside & Channel Sales Robotic Process Automation (RPA)
Market Research Sales Prospecting & Pipeline Development Enterprise Resource Planning (ERP)
Non-profit & Associations New Logo Sales Acquisition Customer Relationship Management (CRM)
Process Manufacturing Sales Coaching & Performance Management Supply Chain Management (SCM)
Retail Sales Account Management Big Data & Business Intelligence
Supply Chain & Logistics Enterprise, Large & SMB Account Sales Data Analytics|Tableau|Python|MySQL
Telecommunications Executive Stakeholder Relationship Lead Database & Data Security Management
Utilities & Energy Customer Success & Support Management Written & VerbalCommunication Skills
EDUCATION
Kellogg School ofManagement, Northwestern University, Evanston, IL
 MBA, Marketing, Management Strategy and Policy, Organizational Behavior.
University ofIllinois, Urbana-Champaign, Urbana, IL
 BA, Economics, Dean's List.
The Institute ofEuropean Studies, Vienna, AT
 International Business and German Language Studies.
Carnegie Mellon University, Pittsburgh, PA
 Executive Leadership Development.
The University ofChicago, Chicago, IL
 Data Analytics and Machine Learning for Business Professionals Certification.
PROFESSIONAL AFFLIATIONS AND PHILANTHROPIC COMMUNITY SERVICE
 OCA Ventures Edge Advisor for early stage venture capital-backed start-up companies.
 St. James Lutheran Church and School Board of Elders and team member.
 Executive Leadership Alliance International, https://www.executiveleadershipalliance.com/carl-larson
 Advisory Board Member, Ampersand Markets
 Board Member, Aculocity, LLC
 The Ruth C. Schoenbeck Scholarship Foundation Executive Board Member.
 Kellogg Graduate School of Management Leadership Immersion Facilitator and Coach.
 Northwestern University Network Mentorship Program Coach.
 China Shenzhen Nanshan Entrepreneurs Star Build312 Competition Judge.
 One Million Degrees (previously known as The Illinois Education Foundation) Coach and Mentor.
 Chicago Chamber of Commerce Board Member, 2005-2014.
 The American Production and Inventory Control Society (APICS),CPIM Certification.
REFERENCE MATERIALS AND RESOURCES
 LinkedIn: https://www.linkedin.com/in/carlwlarson
 Twitter: https://twitter.com/carllarson23
 Sales Management Best Practices: https://www.slideshare.net/CarlLarson4/trust-conquers-all-148598443
 Sales Performance Best Practices: https://www.slideshare.net/CarlLarson4/there-is-no-i-in-team-nor-in-
delivering-sales-excellence-148491565
 Sales Account Planning Best Practices: https://www.slideshare.net/CarlLarson4/knowledge-is-your-sales-
superpower-156507909
 Sales Key Performance Indicators Best Practices: https://www.slideshare.net/CarlLarson4/if-you-cant-measure-
or-monitor-it-you-cant-manage-it-156678945

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