Senior Director, U.S. New Business Sales

Who We Are

Since 2007, Geoforce has been an industry leader in GPS tracking, providing reliable solutions for over 250,000 assets across 90+ countries. Our comprehensive platform combines rugged GPS devices with advanced software, supported by global satellite and cellular networks. From vehicles to heavy equipment, we deliver the visibility and control businesses need to optimize operations. Trusted by industry leaders like Southwest Airlines, DHL, and SLB (Schlumberger), Geoforce is the go-to partner for smarter asset management. Learn more at

As a rapidly growing company committed to technology innovation and delivering high value services to its clients, Geoforce is constantly looking for high integrity, well-rounded professionals who thrive on challenges, are fascinated by technology, exhibit passion and pride, and don't mind rolling up their sleeves to get a job done.

What We Need

• A high-initiative, collaborative, and proven leader who is willing to roll up their sleeves to build and scale an effective and successful US new business sales organization and is committed to traveling up to 50% of the time in the field with the sales team.
• A leader who has proven experience in building a U.S. new business sales strategy and team in a mid to late-stage technology company.
• A leader who has proven experience in implementing a multi-pronged sales strategy, including a hunter model incorporating both Inside Sales and Outside Sales motions.
• A leader who has proven experience in recruiting, mentoring, and developing a high-performance sales team that consistently achieves and exceeds their objectives.

Job Duties And Responsibilities
This role is a senior leadership position responsible for overseeing the sales strategy, operations, and performance within the US new business region. The duties and responsibilities include:

• Strategic Leadership and Planning
• Develop and implement the overall sales strategy for the US new business market in alignment with the company's global goals, which includes a hunter model. In addition, this strategy should be aligned to achieve and exceed the new logo MRR bookings goal.
• Define and implement a territory planning strategy that aligns with the Geoforce market and solution strategy that provides for geographic and industry coverage for the US new business market.
• Lead long-term sales planning, including revenue forecasting, market expansion strategies, and budgeting.
• Identify new business opportunities and market trends to drive growth in collaboration with the Senior Leadership team and Marketing and Business Development.
• Sales Team Management
• Lead and manage the new business sales team, including recruiting, training, mentoring, and performance management of Account Executives and Inside Sales Managers. The current team size is six hunters with the potential to scale based on the success of the team.
• Set and monitor sales targets, KPIs, and performance goals for the new business sales team.
• Foster a high-performance culture by providing guidance, coaching, and motivation to ensure the team meets its goals.
• Implement a disciplined win/loss process to ensure that the new business team is engaging in qualified opportunities as well as understanding all the issues when a deal is lost by communicating this information to product management.
• Implement a culture of achieving all targets for the new business team with a minimum acceptable level of performance to be consistent with the 80/80 rule – at least 80% of all new business Account Executives achieve at least 80% of their MRR bookings quota each quarter and year.
• In the event of any Account Executive not reaching acceptable performance levels stated above, aggressively manage performance to ensure that all targets are achieved, including new logo MRR bookings, activity, lead management, and opportunity conversion targets.
• This performance management process includes implementing Account Executive Sales Success plans and subsequent Sales Performance plans if performance does not improve.
• Revenue Generation and Profitability
• Drive revenue growth by ensuring the achievement of sales quotas and MRR bookings objectives.
• Provide input regarding pricing strategies and business models to maximize profitability while remaining competitive in the market.
• Regularly analyze sales data, customer feedback, and market trends to adjust strategies as needed.
• Customer Relationship Management
• Build and maintain strong relationships with key customers.
• Oversee negotiations by acting as a player/coach with key opportunities, ensuring successful contract agreements and long-term, sustainable partnerships.
• Collaboration with Other Departments
• Collaborate with Marketing to align sales and promotional efforts, including product launches, campaigns, and lead generation strategies.
• Work closely with the Product Development team to ensure the new business sales team has deep knowledge of the product and service offerings.
• Collaborate with Finance, Operations, including Fulfillment and Logistics, and Executive Leadership to ensure sales strategies align with broader company objectives.
• Market Research and Competitive Analysis
• Conduct research and analysis to stay updated on industry trends, competitor strategies, and market demands within the US in collaboration with the Marketing organization.
• Provide insights to Executive Leadership regarding market conditions, risks, and
• opportunities.
• Lead efforts to adjust the product mix or sales tactics based on competitive intelligence.
• Reporting and Analytics
• Provide regular bookings and pipeline reports to senior leadership on sales performance, market conditions, and forecasts.
• Utilize and Power BI analytics tools to track sales progress, monitor pipeline health, and analyze customer behavior.
• Utilize to monitor lead metrics, lead conversion metrics, and opportunity progression through the pipeline.
• Ensure data-driven decision-making to continuously improve sales processes.
• Innovation and Continuous Improvement
• Champion the adoption of new sales technologies, methodologies, and best practices to stay ahead of the competition, including MEDDPICC.
• Continuously seek to optimize the sales process to improve conversion rates, reduce sales cycle time, and enhance customer engagement.

Education and Work Experience

• 6-8 years of experience in Sales Management of new business sales teams. This experience should include success in managing individual contributors with a track record in coaching, mentoring, and development of new business sales reps, resulting in achieving the goals for each sales rep.
• Experience with location-based services (LBS), asset tracking, GIS systems, GPS systems, and Internet of Things (IoT) applications is a major plus.
• Experience within or serving the following industries is a plus: Environmental and Waste Management, Construction, Heavy Equipment Rental, Transportation/Logistics, Agriculture, Mining preferred.
• Experience with Salesforce.
• Experience with ChatGPT.
• Experience with MEDDPICC or other established Solution Selling Methodology.
• Bachelor's Degree or higher.