Sarah Elizabeth Guerra
Dubai
Summary
Dynamic and results-oriented leader with a proven track record in driving strategic growth and operational excellence. Recognised for outstanding achievements at Microsoft, earning the prestigious International Executive and High Performer of the Year Award, along with induction into the exclusive President’s Club. Skilled in business development, stakeholder engagement, and cross-functional team leadership, delivering measurable improvements in efficiency and profitability. Highly adaptable to diverse regions, environments, and verticals, consistently making a positive and lasting impression on clients, partners, and teams. Known for innovative strategies, strong mentorship, and exceptional communication, fostering collaboration to achieve ambitious business objectives.
Overview
18
18
years of professional experience
Work history
Enterprise Accounts Director
esyasoft Holdings Limited
01.2024 - 02.2025
- The main aspect of my job is growing new business and to collaborate to lead the direction of the sales in the various greenfield territories and support the Business Heads in their allocated regions through market analysis.
- The key objective is to drive revenue growth and market expansion within the energy technology sector.
- This involves crafting and implementing a robust sales strategy, nurturing important client relationships, streamlining sales operations, and ensuring adherence to industry regulations
- Ultimately, my role as Enterprise Accounts Director of Sales plays a pivotal part in achieving the sales goals and establishing a solid foothold for esyasoft in the energy technology market
- My key duties and responsibilities include; Develop Sales Strategy: Create and implement a comprehensive sales strategy that aligns with the company& goals and targets in the energy technology sector
- Revenue Growth: Drive revenue growth by identifying market opportunities, establishing sales targets, and exceeding them
- Customer Acquisition: Leading the sales team in identifying and acquiring new energy clients, energy providers, while closing the current deals in the pipeline
- Client Relationship Management: Nurture and maintain strong relationships with key energy clients, ensuring high levels of customer satisfaction and retention
- Product Knowledge: Stay up-to-date with the latest energy technology trends and deeply understand our products offerings to communicate their value to potential clients effectively
- Sales Process Optimisation: Streamline and improve the sales process, from lead generation to closing deals, to increase efficiency and effectiveness.
- Sales Forecasting: Develop accurate sales forecasts and projections for business decisions and resource allocation at board level (IHC)
- CRM Management: Implement and manage a Customer Relationship Management (CRM) system to track leads, prospects, and customer interactions .
- Market Analysis: Conduct market research and analysis to identify trends, competitors, and opportunities for growth in the energy technology sector.
- Cross-functional Collaboration: Collaborate with other teams, such as product development, marketing, and customer success, to align sales efforts with company strategies.
- Strategic Partnerships: Explore and establish strategic partnerships or alliances that can help expand the company’s presence in the energy technology market.
- Risk Management: Identify and mitigate potential risks impacting sales performance and develop contingency plans.
- Provide progress reports through weekly meetings to keep everyone informed and accountable.
SALES DIRECTOR UK & EMEA – GLOBAL PARTNER LEAD
VERBIO TECHNOLOGIES
01.2022 - 01.2023
- As a crucial team member, I take great pride in the value I bring, working closely with the COO and CEO
- Verbio was a start-up company in the regions I took over when I came on board
- The first few months were spent looking at purchasing and implementing sales tools for the wider team
- I then successfully designed and implemented a 90-day partner onboarding plan
- I collaborate very closely daily with partners such as Kore.ai, Omnix, Capgemini, IPSoft (Amelia), Enghouse, and 3D Bilisim
- This is a ‘Hunter’ role going after and securing new business across the UK & EMEA region
- I work to maintain a 5X pipeline to ensure I have enough business to achieve quota
- Working closely with my pre-sales team to ensure we are offering and delivering the correct contact center solutions and language models (conversational AI) for our clients and working with products to provide custom SLMs and new languages where required
- In brief a summary of the tasks required to perform and achieve: Grow Middle East and Northern Europe regions – New Territories ‘Green Fields’ for Verbio
- Successfully prospect to find and build relationships within the Contact Center industry for direct clients in TELCO, Finance, Hospitality, and Energy Verticals
- Gaining a detailed understanding of their needs, pain points, and strategic direction
- I Generate leads through prospecting using various tools such as Sales Navigator, ZOOM Info email, networking, webinar, and partner events
- Approach, book meetings, and articulately present to ‘C Suite’ senior management in Contact Centers/ BPOs explaining how Verbio can help them improve their customer service scores (NPS) / experience and help with call center staff ‘churn’ as an example
- Lead and move prospects through the sales cycle to build a robust 5X pipeline of opportunities in Salesforce so I achieve my quarterly/ annual target
- Find and Onboard new partners for the team to grow across all territories globally
- As the Global Partner Lead for Verbio, I designed and successfully implemented the onboarding process and was supported by the marketing team
- Understand in detail the complexity of the solutions Verbio offers both directly and indirectly through partners and be able to explain this in detail when speaking to customers and partners
- Work with the marketing teams and new partners we onboard to create campaigns, generate leads and build relationships
- I do this through monthly marketing meetings with each partner and bi-weekly engagement with their sales teams
- Accurately forecast weekly
- Negotiate and close sales that vary in contract length and Annual Contract Value
- Ensuring the correct pricing has been used for partner or direct sales, on-premise, or SaaS licenses for smart meters, MDMS, and AMI products
- Complete a discovery process to understand the solutions' workflow and economic value within each opportunity
- Develop a business case for each opportunity to include ROI
- Attending utilities events like the EXPO to network and meet new prospects/clients
SENIOR ACCOUNT EXECUTIVE & CONVERSATIONAL AI CONSULTANT
NUANCE COMMUNICATIONS & MICROSOFT
01.2018 - 01.2022
- I worked as a member of the UK Energy Team to deliver AI-driven Conversational Solutions hosted in the MS Azure Cloud
- I engage directly with C Suite-level clients to discuss their 5-year Digital Transformation Plans
- Through discovery meetings, I understand issues they are experiencing short- and long-term issues and discuss how Nuance can support them through their digital journey
- Collaborating closely with the client, we agree on KPIs and discuss what is needed to achieve them successfully
- I then write and build business plans and proposals around the desired and achievable ROI
- Working closely with the Solutions Architects, Professional Services, and Customer Success Teams, I ensure we achieve KPIs for the efficiency and benefits we require set by my client
- In brief a summary of the tasks required to perform and achieve: Identify and close 'New Logo' prospects
- Generate leads through prospecting using various tools such as Sales Navigator, email, networking, webinar events, and OneMob video messaging
- Lead and move prospects through the sales cycle to build a robust pipeline of opportunities in SalesForce so I achieve my quarterly/ annual target
- Achieve growth through solid relationships with Nuance channel partners and prospective clients, gaining a detailed understanding of their needs, pain points, and strategic direction
- Accurately predict trends and analyse the company’s position in the NHS within my territory
- Work with the marketing team to ensure promotional activity is conducted and provide regular feedback
- Accurately forecast weekly for the UK & Ireland Sales & Management Teams
- Quarterly QBR long-term Forecasting, presenting Win, Loss, on hold deals
- Attend weekly training sessions to keep up to date with any tech/ product updates, new training material, and competitive knowledge
- Negotiate and close sales that vary in contract length and Annual Contract Value
- Maintain prospect (Salesforce CRM) database information
- Complete a discovery process to understand the solutions' workflow and economic value within each opportunity
- Develop a business case for each opportunity to include ROI and an explanation of critical problems solved for the Client
- Strategically engage with each opportunity/ client, ensuring interaction with technical/economic/clinical / coach contacts throughout the sales process
- This is done via Teams or face-to-face on-site through weekly meetings
- Maintain a pipeline of 3:1 against quota
UK SALES MANAGER & CLIENT TRANSFORMATION LEAD
INVENT ASIA LTD (prescribe digital)
01.2015 - 01.2018
- I worked alongside and with the Founder and Managing Director of Invent Asia Limited
- I was brought into the company to drive the company forward with sales and grow the business
- Prescribes turnover was £960k when I started after ten years of trading
- I was employed to double the turnover in a year, which was highly ambitious for a business trading in the Energy sector and heavily relying on the NHS for growth
- I departed PreScribe with a turnover expected of £3.25 million
- In brief a summary of the tasks required to perform and achieve: Preparation of Annual budgets
- Monthly forecast to FD & MD for budgeting and production needs
- Monthly sales meetings with the sales and management team for pipeline, budget, and production planning
- Ensure Salesforce and Pipedrive are up to date and all business is visible to all staff
- Generate my leads through calls, LinkedIn, exhibitions, and partners
- Presenting our products, proposals, and results at high-level SMT meetings
- Marketing Plans for each quarter – Strategic planning and messaging specific to an initiative (eg:5, year forward plan)
- Organising events 'PRESCRIBE DIGITAL ROADSHOWS'
- Management of Key accounts – High-level management
- New & Existing Customer site visits
- Proposals, Quotes, and Confirmation Documents
- Preparation and scoping of projects with IT & IG, completion of scoping documents, and sign-off
- Manage the customer support, telesales, and marketing team staff
- Manage partners and agreements
- Manage Sales Frameworks and keep relationships with account managers
- Tender Applications
- Product Development – New product development and Market research
- Training for new staff and customers
NB DEVELOPMENT MANAGER
ANOTO LTD
Leeds
01.2007 - 01.2015
- Covering the North of England and over 40 NHS customers nationwide
- I grew the NHS business at Anoto from nothing when I started to a turnover of over 700k annually in my region
- I Introduced and collaborated with new partners where I saw benefits to help grow the business
- In brief a summary of the tasks required to perform and achieve: Prepare a weekly/monthly sales forecast for the Managing Director
- Generate all my leads, meetings, and business
- Working alongside the marketing team and presenting new ideas and messaging I would like to be sent out to potential new customers
- Prepare Proposals and Scope of Works for customers and potential customers
- Prepare and submit tender documents to win new business
- Oversee and help to implement the technology within a new trust
- Customer visits for new business and account management
Skills
- Articulate communication
- Energetic communication
- Leadership
- Management
- Interpersonal skills
- Active listening
- Direct sales
- Consultative sales
- Influencing
- Presentation
- Negotiation
- Closing
- Initiative
- Fast-paced execution
- Innovative
- Adaptable
- Decisive
- Driven
- Ambitious
- Attention to detail
- Cross-Functional Team Leadership
- Business Planning & Management
- Business Development
- Competitive Analysis
- Process Analysis & Improvement
- Sales Strategy & Operations
- Sales Prospecting
- Account Management
- Strategic Growth
- Customer Relationship
- Marketing Strategy
- Partner Relationship Development
- Mentoring & Coaching
Personal Information
- Date of birth: 06/16/81
- Nationality: British
References
References available upon request.
Timeline
Enterprise Accounts Director
esyasoft Holdings Limited
01.2024 - 02.2025
SALES DIRECTOR UK & EMEA – GLOBAL PARTNER LEAD
VERBIO TECHNOLOGIES
01.2022 - 01.2023
SENIOR ACCOUNT EXECUTIVE & CONVERSATIONAL AI CONSULTANT
NUANCE COMMUNICATIONS & MICROSOFT
01.2018 - 01.2022
UK SALES MANAGER & CLIENT TRANSFORMATION LEAD
INVENT ASIA LTD (prescribe digital)
01.2015 - 01.2018
NB DEVELOPMENT MANAGER
ANOTO LTD
01.2007 - 01.2015
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