Bill Cooper - Cofounder, BNA Ventures

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Work Background

BNA VenturesCo-Founder, Sales Strategy Consultant

Jan. 2022Portland, Maine Metropolitan AreaCo-founder of GTM consulting firm, specializing in market research and positioning, sales strategy, go-to-market planning and execution, and channel partner growth. Consider us your CCO, CRO, CSO, and CMO for as long as you need us.

JusttGlobal Vice President, Commercial Growth

Sep. 2022 - Dec. 2023United StatesLed and grew a global sales organization, with the sole focus on new business development. Positioned AI based SaaS platform assisting merchants and payment service providers in their fight against "friendly fraud" transaction disputes. - Sourced, hired, onboarded, and led global sales organization, growing the sales team headcount 6X in 12 months. - Created onboarding curriculum and material to shorten ramp-up for new hires from nine to six months. - Rebuilt commission structure to pay on realized revenue. - Grew company CARR by over 300% in the first year. - Grew ARR by over 600% in my first year. - Partnered with a cross-functional leadership team to sign three strategic partnerships in 2023, allowing us to triple partner revenue in 12 months.

Cirrus Systems, Inc.Executive Vice President of Sales

Nov. 2021 - Aug. 2022Portsmouth, New Hampshire, United StatesLed a sales team of field-based, OEM sales reps, selling LED signage and SAS software to run/diagnose/manage said display, through a network of installers and partners. - Sourced, hired, and trained incoming regional sales managers to increase the size of the team by 50% in the first six months. - Built ongoing sales and product training modules, and rep-level knowledge base, while driving migration to SalesForce.com. - Managed sales operation functions to increase the usability of Salesforce and tie the platform into other key business systems. - Partnered with the marketing team to create IDCP and launch a joint sales and marketing engagement campaign to find as many new distribution and installation channels as possible. Sales were up 28% YoY through the first six months of 2022. The sales pipeline of "in play" prospective opportunities increased 62% in the first six months of 2022. The company finished 2022 with triple-digit customer growth.

STARC Systems Inc.Senior Vice President Of Sales

Jul. 2020 - Oct. 2021Brunswick, Maine, United StatesLed a multi-channel, multi-facet sales team covering North America and emerging international market opportunities, selling temporary, air-tight containment to contractors performing occupied renovation and healthcare facilities looking to create temporary or permanent isolation areas. Efforts in the first year included: - Complete redesign of GTM plan and sales territories. - Specialization of sales and account management roles - Design and implementation of sales playbooks - Alignment on outreach and cadence for prospects by engagement medium with the marketing team. - Identification of new channels, verticals and partners through ROI model to make sales efforts scalable, measurable and repeatable.

WEXVP, Sales and Customer Expansion, Corporate Payments, North America

Jan. 2018 - Jan. 2020South Portland, MEDrive front-end sales (new logos), customer expansion, and retention through field-based sales and relationship management organizations covering North America for customers using WEX's virtual credit card to make business-to-business payments in the travel, media, insurance, and warranty space. Efforts involved C-Level engagement and support as well as multi-department implementation efforts post-sale. - Restructured territories to lower the cost to acquire by 50%. - Partnering with implementation and sales engineering, constructed a sales/forecasting process to enhance the customer experience while allowing WEX to load balance the effort of implementing new customers across a global team. - Working with marketing, was able to get total addressable market into sales/marketing outreach cadences, increasing pipeline by 65% and closed sale values by 87%.

WEXVP, Business Integration and Corporate Development

Jul. 2016 - Dec. 2017United StatesGuided business through Federal Trade Commission review and subsequent second request of a $1.6B acquisition. Testified on behalf of the business at the FTC offices in Washington, DC. Once approval was given, staffed the integration management office (IMO) and ran seven strategic integration work stream efforts with a staff of four. Achieved 36-month synergy and integration targets in 18 months. Set the business up for future successfully integrations by building and standardizing work stream project plans, financial reports and board of director update templates that WEX still uses today to drive successful integrations.

WEXVP, Customer Acquisition

Nov. 2014 - Jul. 2016North AmericaLeader of all front-end sales teams for WEX fleet segment in North America. Team consisted of multiple go-to-market channels from inside sales (both inbound and outbound) to field sales, representing multiple brands and segments. The sales team achieved record-setting production numbers while the efforts to rationalize and redesign sales channels dropped “cost to acquire” metric by 35%. Sales management was able to coach team around weaknesses identified with predictive sales analytics program I developed.

WEXInterim SVP and General Manager, OTR and Partner

May. 2014 - Nov. 2014Greater Nashville Area, TNServed as general manager of $350+ million dollar line of business responsible for "OTR" (over the road/heavy truck) solution sales, WEX Fuel Management, WEX Factoring and partner/merchant/co-brand solution channel sales. Managed the efforts of over 350 total full-time employees and contractors as well as manage the P & L of the business.

WEXVP, Sales and Marketing

Jan. 2013 - May. 2014Greater Nashville Area, TNResponsible for the field sales, inside sales, partner and channel sales, fuel management and account management teams making up the WEX Fleet One OTR (Over the Road) Trucking Sales Team. This group of talented individuals is responsible for the front end sales efforts of the WEX Fleet One OTR card as well as the account development, growth and cross-sell of additional products and services available to the WEX Fleet One customer base.

WEXVP, Sales, Fleet

Nov. 2010 - Dec. 2012United StatesResponsible for the management of mid to large market fleet segment outside sales division, handling personnel, budgeting, go to market strategy and marketing support development for this segment.

WEXDirector of Sales, Eastern Division

Oct. 2008 - Nov. 2010Responsible for the sales efforts for up to as many at thirteen remote sales reps, positioning the suite of products offered by Wright Express.

WEXCentral Division Sales Manager

Jan. 2007 - Oct. 2008Direct the sales efforts of eight regional sales representatives, establishing the go to market strategy and territory management efforts to achieve stretch sales growth targets. Implemented sales skills training program around cold calling, appointment setting and geographic planning of time in territory to shorten sales cycles and maximize the time a representative spent on the road.

WEXNational Account Manager

Sep. 2004 - Dec. 2006United StatesResponsible for the retention and revenue growth of 42 of WEX’s “blue chip” customer relationships on the fleet fueling and corporate payment solutions programs. Achieved a 100% retention rate and grew portfolio revenue by 142%, earning "National Account Manager of the Year" and "President's Club" awards.

WEXSenior District Sales Manager

Jan. 2001 - Sep. 2004New EnglandWhile covering the New England sales territory, was responsible for exceeding sales targets on a monthly, quarterly and annual basis for the WEX Universal Fleet Fuel card product suite. As a “Senior RSM” I was responsible for sales quotas 20% higher than my peer group and was relied on to be a coach and mentor for the other members of the sales division.

WEXDistrict Sales Manager

Dec. 1997 - Dec. 2000New EnglandWhile covering the New England sales territory, was responsible for exceeding sales targets on a monthly, quarterly and annual basis for the WEX Universal Fleet Fuel card product suite.

Enterprise Rent-A-CarACCOUNT EXECUTIVE

Dec. 1995 - Dec. 1997Woburn, MAEnterprise Fleet Management Account Executive, Boston - Group 10. Prospecting, cold calling, marketing engagement of prospective clients operating 10 to 100 company vehicles. Solution selling offering vehicle financing options, vehicle insurance, vehicle maintenance options and fleet fuel card solutions.

Enterprise Rent-A-CarLOCAL CORPORATE ACCOUNT MANAGER

May. 1995 - Nov. 1995Greater Boston AreaOne of the first two LCAM's in the history of Enterprise Rent-A-Car, responsible for proving the market for "in town" corporate rentals (as opposed to airport rentals for business travel). Help develop go-to-market and rewards program for renters. Program resulted in opening of three new rental branches in downtown Boston and pilot proved successful as LCAM program was rolled out nationally.

Enterprise Rent-A-CarASSISTANT MANAGER

Dec. 1994 - Apr. 1995Greater Boston AreaAssistant Manager, Brookline, MA Rental Office - responsible for staff scheduling, interviewing and hiring decisions, asset management, relationship management with rental referring partners and more.