• Develop and execute a direct system sales strategy focused on new customers and greenfield projects • Build, lead, and mentor a high-performing team, starting 2–3 experienced systems sales professionals joining from within the integrator space • Drive the complete sales cycle: from lead generation and technical scoping to contract negotiation and handover to operations • Target deals in the $1M–$5M range, emphasizing fast ROI from offered solutions • Develop and manage a robust sales pipeline with the goal of reaching $25–30M in annual sales within 1-2 years, scaling to $60M+ thereafter • Work closely with product, engineering, marketing, and realization teams to ensure alignment on solution offering and delivery capabilities • Provide market intelligence and customer feedback to shape offering development and commercial strategy • Report KPIs and forecast sales progress to senior management with clarity and accountability