Craig Aspey
Balmain,Australia
Summary
Experienced sales leader with a proven track record in leading high-performing sales teams & under performing teams back to sales growth in a collaborative fun & inspiring sales culture. Im recognized as being a doer, fostering team collaboration and consistently delivering results, while remaining adaptable. Proficient in new business development, sales team management strategic sales planning, client relationship management, ensuring success and driving growth in competitive environments.
Overview
25
25
years of professional experience
Work History
Sales Manager Asia Pacific
Hootsuite
01.2024 - Current
- Hootsuite is the largest global social media SaaS provider helping companies unlock the power of their social media by turning social insights into action & measurable business impact.
- Lead a team of 8 x Mid Market & Enterprise AE's across ANZ, SG, India & Dubai net new logo acquisition Mid Market & Enterprise
- Took an underperforming sales team in 2023 to sales performance exceeding 2024 annual quota attainment
- Q1 2025 on track achieve over USD$780k a new company record in APAC
- Established metrics-driven sales culture, setting clear performance indicators and regularly reviewing progress.
- Sales Culture - Based on Accountability, learning, winning & FUN!
- Increased average deal sizes from 12,000 to USD$20K for run rate business. Enterprise deals up to & over USD$100K
- Win rates up from 14 - 25% & increasing
- Sale cycle - Sub 55 days run rate business
- SFDC Pipeline & forecasting management
- Recruitment & Onboarding new AE's APAC
- Performance management
- Forecasting accuracy between 0-2% to SVP APAC
- Weekly sales coaching - Discovery, value based selling, cold calling, selling to C-suite, personas, objection handling, F2F meetings etc
- Weekly AE 1 x1's
- Weekly team forecasting meeting
- Weekly Sales Meeting
- Attended 10 x prospect meetings per week
- Identified & onboarded x 3 new channel partner in APAC & managed existing partners
- Promoted 3 x people to Enterprise AE's
- Established APAC buddy system
- Engaged in product training, demonstrations, branding, and acquisition initiatives to raise awareness and revenues.
- Work extensively with HQ In Canada - Legal, Finance, contracts, product & Marketing teams
Managing Director
Ammacus Pty Ltd
01.2021 - 12.2023
- Company Overview: Ammacus Pty Ltd is an enterprise SaaS, UCaaS & UC provider
- Responsible for the management of Ammacus resources as well as the establishment of strategic goals, culture, and formulating plans to make sure those goals are met in line with revenue & budget expectations
- P+L accountability
- Pipeline & forecasting management
- New business acquisition
- Customer Relationship management
- Customer & Channel Partner onboarding & retention
- Partner onboarding & management
- Sales team management
- HR & Performance Management
- Legal
- Contractor management
- Aged Debt
- Customer Success
- Project Management
- Implemented successful business strategy based on MRR recurring (SaaS) revenue
- Built & managed a high performing sales team based upon activity, GAP Selling, culture & fun
- Sales team consistently over target past 3 years
- Increase top line revenue x 2.5 within first 12 months
- Sales team retention 90% past 3 years
- Created strategic alliances including Zoom, Workvivo, Logitech, HP Poly & Managed Service Providers
- Launched new services for reoccurring revenue streams added 30 % growth to bottom line
- Decreased customer churn by 35%
- Gold Partner of HP Poly within 18 months based on revenue from a standing start
- Cultivated a strong organizational culture built on integrity accountability teamwork which resulted in higher retention rates among staff.
- Recruited, hiring and training of team members.
Senior Sales Manager Software ANZ
Qualtrics
Sydney, New South Wales
04.2020 - 11.2020
- Company Overview: Qualtrics is the leader in Experience Management (XM) category and is a software technology platform (SaaS) that organisations use to collect, manage and act on experience data (X data)
- Lead team of 10 x Mid Market Senior Account Executives back to sales performance
- Lead selling efforts in organisations sub-USD$ 500 million revenue for EX, CX, BX, PX
- Achieve targets of USD$925,000 per quarter
- Increased revenue 58% in Q2 compared to Q1 within 8 weeks of starting
- Q2 72% of sales team over quota (company average was 33%)
- Qualified Pipeline – increase from 1.2 in Q1 to 3.1 x sales qualified pipeline by end Q3
- Removed All “hopeful” & “kick the can” along deals from pipeline
- Deals won in the quarter – up from 29% to 49% and remained same in Q3
- Increased Initial sales qualified meetings x 40% compared to Q3 &Q4 2019 & Q1 2020
- Instigated activity cadence program for new logo sourcing – via cold calling, LinkedIn, social media, Ex customers, outreach campaigns, MQL’s
- Sales Coaching – Started & implemented Problem centric selling culture
- Promoted 2 x SDR to Account Executive 1 position
- Set team Quarterly OKR’s, weekly snippets & expectations of performance
- Established team brand – What do we stand for & want to be known as
- Built confidence of team – Starting with small wins, progressing to larger deal sizes
- Created career action plans each team member
- Won trust of team through extensive video calls throughout Covid
- Sales Coaching
- Weekly forecasting to MD APAC & Global CRO
- Weekly Forecasting team members
- Weekly team sales meeting
- Weekly 1 x 1's team members
- SFDC CRM & Forecasting Cadence
- Attend a minimum of 7 x customer meetings per week
- Build partnerships with existing & net new customers
- Recruitment & HR management
- Worked with Marketing, Customer Success, Partners, Implementation, on boarding, legal teams
- Create team culture of Winning
- Increased overall sales revenue by implementing effective sales strategies and building strong client relationships.
- Cultivated a culture of accountability within the sales team by setting clear objectives, providing regular feedback, and recognizing exceptional performance.
- Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.
Regional Vice President, Sales ANZ
Premiere Global Services (PGi)
10.2016 - 02.2020
- Company Overview: PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
- Leading, managing and motivating the entire sales function (new business, account management, partners, and channels across Australia & New Zealand in collaboration (Audio & web conferencing, webinars, large scale virtual events, video conferencing & UCaaS sales)
- Drive SaaS & MRR sales
- Accountable for ten sales reps mix BDM & AM’s in addition to Channel Partners
- Achieve Target USD$10 million
- Exceed monthly revenue, activity, pipeline, and net new logo targets
- Collaborating with global colleagues on global/regional SaaS MRR revenue deals
- Leading local teams to execute sales, marketing and product campaigns, events, and strategies to drive sales and profit growth
- Analyzing and reporting on pipeline, closed won deals and forecasting projections
- Weekly individual Funnel reviews with direct & Indirect teams
- Lead activity driven weekly cold calling days across ANZ
- Attend 10 x F2F sales meetings per week with team members
- Drive net new logo acquisition in ANZ
- Drive Marketing campaigns generating sales qualified leads
- Targets, and account allocation setting
- Human Resource Management – Hiring, performance management, on boarding new reps
- Turned around underperforming ANZ business to growth 70% to over quota within 8 months 2016 -2017
- Sales qualified pipeline x 4 target
- Successfully Aligned sales strategy with company Vision of ‘Cloud Growth’ via subscription Monthly reoccurring revenue plans
- Sales training – Problem centric selling (Gap selling) increased sales new business closures by additional 23%
- Successfully reduced existing customer base churn x 20% in 2017
- No existing customer losses top 20% of base 2017 – end 2019
- New business ANZ region consistently over target past 3.5 years
- 68% existing customer base on MRR plans by December 2019
- Average five new logos per week
- 90% team members over 100 % of target past 3 years
- Sales rep attrition less than 10%
- DSO 28 days reduced from 51
- Won IBM global webcasting deal USD$3.5million over 3 years
- 2019 106% YTD quota 10 million
- 2018 104% YTD quota 8.7 million
- 2017 119% YTD
- 2017 Chairman's Club Champion - Global Award 119% YTD
- 2017 APAC Presidents Club champion for Highest net new SaaS revenue in APAC
Regional Business Development Manager, APAC
British Telecom (BT) Australasia
04.2012 - 04.2016
- Company Overview: British Telecom (BT) Australasia provides Unified collaboration solutions including Video hardware & software, audio conferencing, web conferencing, webinars, & large-scale virtual events solutions
- AU & APAC new business acquisition selling Unified collaboration (Video hardware & software, audio conferencing, web conferencing, webinars, & large-scale virtual events solutions to organizations that have regional and global presence
- Creating direct new business opportunities, addressing business challenges, and meeting targeted customer objectives by leveraging BT suite of Collaboration and Conferencing services
- Establishing strong relationships with clients, partners (Cisco, Polycom, Dolby, Acano)
- Working with internal APAC & global teams (UK, US, France & Germany) and global customers to close deals
- Managing BT’s largest wholesale global channel partners in APAC, Message Stick (retail rev
- AUD $13mil per annum)
- British Telecom (BT) Australasia provides Unified collaboration solutions including Video hardware & software, audio conferencing, web conferencing, webinars, & large-scale virtual events solutions
- 2015/16 – achieved 103% of sales quota against target of AUD $4,936,000
- 2014/15 – achieved 102% of sales quota against target of AUD $2,750,000
- 2013/14 – achieved 108% of sales quota against target of AUD $2,750,000
- 2012/13 – achieved 106% of sales quota against target of AUD $2,500,000
Co-Owner
Business Channel Australia
09.2009 - 01.2012
- Company Overview: BCA is a Telecommunications Consulting company who partner with and are premium business partners of Vodafone Hutchison Australia, Primus Telecoms, Avaya, and Alcatel Lucent
- BCA was specifically set up to assist the SME and large corporate markets in delivering solution based telecommunications consulting, including mobile, landline, internet, data, conferencing and PABX
- Started business from scratch to 1.6 million annual
- Established partnerships with major vendors
- Successfully sold mobiles and contract plans to Mid-market customers in Australia
Sales Director ANZ
Premiere Global Services (PGi)
06.2000 - 06.2009
- Company Overview: PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
- Achieved sales targets of AUD $25 million in 2008 & AUD $36 million in 2009
- Managed and increased revenue across all solution sets and 3 business lines in Australia
- Responsible for all direct sales and agents in Australia (47 team members)
- Led, managed and motivated 5 Sales Managers in Australia to achieve targets
- On-boarded a newly acquisitioned business of PGi (ECT Conferencing) with revenue of AUD $8 million and integrated into PGi’s customer base and product portfolio
- Set targets and budgets for sales team
- Work alongside Marketing, IT, Billing, Client Services to create opportunities to win business
- 20% year on year revenue growth direct business (2008) and 28% increase in ECT Conferencing revenue
- Achieved 104% YTD of 2009 business plan target of AUD $36 million
- Successfully promoted 5 Sales team leads into management roles and created Inside Sales Team of 5
- PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
Regional Sales Manager
Premiere Global Services (PGi)
01.2004 - 01.2008
- Company Overview: PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
- Responsible for successfully delivering sales budget to plan between 2004 – 2008
- Led a team of 19 sales reps in NSW, ACT & QLD by 2007 and over 30 in NSW, ACT, QLD & VIC by 2008
- Managed and motivated a team of 3 team managers between 2006 – 2008
- Accountable for all sales hiring & performance management
- Led sales training (cold-calling, objection handling, F2F meeting questioning)
- Maintained consistent team pipeline of new business x 3.5 sales qualified within existing accounts and new business acquisition
- Shadow weekly sales meetings with sales team members on customer appointments
- Created a sales incentives program (weekly, monthly, quarterly, and yearly)
- Successfully achieved targets to plan and over 100% between 2004 – 2008
- Achieved a 40% increase in sales productivity
- 44% increase in F2F business meetings per rep
- 28% increase in sales revenue year on year
- 85% of sales reps over 100% of YTD targets
- Sales productivity model used as a blueprint throughout APAC, US & UK
- Sales Manager of the Year in APAC, 2007
- Sales Office of the Year in APAC, 2007
- PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
Senior BDM
Premiere Global Services (PGi)
01.2000 - 01.2004
- Company Overview: PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
- Responsible for achieving a monthly sales target of AUD $4,500 per month
- Prospecting, setting a minimum of 8 F2F sales meetings per week and achieving an active sales pipeline of 25 new prospects per month
- Engaged with APAC, US & UK offices on global and regional deals
- Trained sales representatives on cold calling and objection handling skills
- Highest performing salesperson in APAC in 2002 (119% YTD)
- President’s Club Champion 2003
- Worked in Japan & US
- PGi is a global provider of collaboration technologies (Audio & web conferencing, webinars, virtual events & video conferencing that automate and improve business process)
Education
Advanced Diploma Business - Business
TAFE NSW
Sydney, NSW10-1996
Skills
- Sales Team management
- Sales team training & coaching
- Exceeding Targets
- Relationship Building
- New business development & Value Selling
- Revenue forecasting, pipeline & CRM management
- Account Territory Planning
- Team Culture
- Goal setting & performance management
- Sales strategy development
- Sales presentations
- Customer Retention Management
- Strategic partnerships
- Salesforce
5 x Presidents Club Champion
Awarded Presidents Club Champion x 5 Tines for exceptional performance
Timeline
Sales Manager Asia Pacific
Hootsuite
01.2024 - Current
Managing Director
Ammacus Pty Ltd
01.2021 - 12.2023
Senior Sales Manager Software ANZ
Qualtrics
04.2020 - 11.2020
Regional Vice President, Sales ANZ
Premiere Global Services (PGi)
10.2016 - 02.2020
Regional Business Development Manager, APAC
British Telecom (BT) Australasia
04.2012 - 04.2016
Co-Owner
Business Channel Australia
09.2009 - 01.2012
Regional Sales Manager
Premiere Global Services (PGi)
01.2004 - 01.2008
Sales Director ANZ
Premiere Global Services (PGi)
06.2000 - 06.2009
Senior BDM
Premiere Global Services (PGi)
01.2000 - 01.2004
Advanced Diploma Business - Business
TAFE NSW
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