Carl Larson is an experienced B2B sales leader specializing in enterprise software sales, marketing, customer experience and data analytics. He has over 20 years of experience leading high-performing sales teams and growing revenue at Oracle Corporation. Currently, he works as an independent sales advisor helping companies scale their sales organizations and strategies. He also teaches business courses as an instructor at Loyola University.

1. Carl Larson
2046 North Dayton Street
Chicago, IL 60614
(312) 925-4232
larson.carl23@gmail.com
https://www.linkedin.com/in/carlwlarson
https://twitter.com/carlwlarson
B2B Enterprise Sales | Marketing | Customer Experience | Data & Analytics
New Logo Sales Development | Market Share Expansion | Revenue Growth | Complex Sales Process & KPI Management
President’s Club | Consistently Exceeds Quota | Business Value Positioning Expert | Consultative Selling Acumen
#1 Sales GVP & AVP | Sales Coach, Mentor & Teacher | Technology Growth Company Leader
A hands-on sales leader who helps companies build high performance software and SaaS sales organizations
to transform and scale their revenue-producing strategies to rapidly grow top line sales, profitability and
referenceable customer relationships.
PROFESSIONAL EXPERIENCE
Redbrick Sales Advisory Associates, Chicago,IL 2017-Present
Sales|Sales Leadership|Sales Growth|Sales Process|MarketPlanning & Strategy|Talent Management|MarketAnalysis
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.
 In collaboration with the CEO of an entrepreneurial additive manufacturing firm, led the development and
documentation of 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,product adoption 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,business leaders and CEO’s effectively plan, define and develop their solution’s business value to
support and impact 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 the
Microsoft Office 365 Suite.
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 data and telecommunication solutions by
delivering outstanding customer value and success across allcloud, managed and professional service offerings.

2. Oracle Corporation, Chicago, IL 1996-2016
With $40BB in sales and 400,000 customers in 145 countries, Oracle offers on-premise and SaaS-based software 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.
 Attended the inaugural Executive Leadership Development program associated with Carnegie Mellon University.
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 revenue from $122MM to $140MM, or 15% and transaction volumes 50% to achieve annual quota in 2005.
 Named executive team sponsor 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.
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.

3. INDUSTRY EXPERIENCE 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/carlwlarson
 Sales Management Excellence Presentation: https://www.slideshare.net/CarlLarson4/trust-conquers-all-148598443
 Sales Performance Excellence Presentation: https://www.slideshare.net/CarlLarson4/there-is-no-i-in-team-nor-in-
delivering-sales-excellence-148491565
 Sales Account Planning Excellence Presentation: https://www.slideshare.net/CarlLarson4/knowledge-is-your-
sales-superpower
 Sales Key Performance Indicators Best Practices: https://www.slideshare.net/CarlLarson4/if-you-cant-measure-
or-monitor-it-you-cant-manage-it-156678945