William Sitch

William Sitch

William Sitch

Entrepreneurial sales leader; world-class coach; strategic thinker; insightful communicator
I am passionate about building teams that find new business, grow existing business, and deliver organization-changing results. My leadership is based on trust, 1:1 coaching, strategic planning, and the power of action; I have a growth mindset and love to learn new things.

Success stories

With more than 15 years of experience leading technical sales, marketing, and business development efforts, I am committed to my customer's success. My teams have launched new products, solved complex problems, reacted to the voice of the customer, and created significant stakeholder value. Some recent wins include:
Prospecting Challenge

Strategic sales enablement initiative to teach business development skills to 75+ account managers and sales managers.

Result: $5.1M new pipeline and 2,500+ new contacts from previously-unknown logos/groups.

NI 2020 Initiative

Americas Sales MVP

President's Club award for people, portfolio, process leadership resulting in outstanding customer results.

Result: 272% target attainment.

NI 2019 Award

Business Unit Strategy

Leading an organizational-wide response to a key transportation customer's Linux-related support requirements

Result: 144% YoY revenue growth in 2020.

NI 2019 Initiative

Marketing Rebrand

Developed new branding and thought leadership content related to solution bundles focused on specific industries.

Result: 11.5% increase in MQLs, 15% increase in MQL value.

Keysight 2018 Initiative

Leadership tenets

My strong management skills and extensive leadership experience are based on kindness, clear communication, immutable values, and a commitment to shared success. Below are a few of my core management/leadership beliefs:

Lead by example

I influence others through my behaviour. I have high standards and I personally demonstrate my expectations.

Leadership vision

I build, articulate, and passionately own a compelling vision of success. My vision informs my action, beliefs, and goals.

Strategic thinking

I consider the personal, political, business, and technical aspects of decision making. I make data-driven decisions.


I am a relentless do-er. I have a strong bias for action. My teams and I get things done.

One on One

I know my people exceptionally well. I develop trust and learn how to support, engage, motivate, and inspire them.


I communicate incessantly about performance. I share positive and constructive feedback in a timely fashion.


I ask for improved performance. I help my teams identify meaningful goals, build plans, and execute to success.


I grow organizational capability. I provide clear guidance on deliverables and timeline while ensuring accountability.

Skill set

Salesforce (CRM)

Administrator, power user; experience customizing SFDC interactions with other applications and services, writing custom reports, dashboards, and KPIs

Eloqua, CC (MAP)

Administrator, power user; experience designing leadscoring algorithms, integrating workflow with SFDC, developing analytics, integrating third-party services (Adwords, etc)

SAP, Oracle (ERP + BI)

Power user; experience writing complex queries with joins and references spanning multiple tables, optimizing for performance, designing executive dashboards and reports


Administrator, power user; experience designing data structures in SQL and noSQL architectures, data cleansing, query design, performance optimization

Cloud services

Administrator, power user; experience commissioning and developing cloud computing services (primarily GCP), including authentication, databases, analytics, and business application development

Node.js, Python, PHP

Power user; experience writing complex asynchronous web-, storage-, and event-driven cloud functions interfacing with auth, database, storage functions, and third-party API-driven services

HTML, Vue, web code

Power user; experience designing intuitive UI, writing device-agnostic highly responsive front-end code (however my expertise does not extend to clean SCSS/CSS styling)

Microsoft Office

Power user; PPT presenter, OneNote historian, Sharepoint librarian, Outlook scribe, Word author, Excel pivoter, Teams connector


Some awesome people have said some very nice things about me. Check out the full recommendations on my LinkedIn profile .

In my 6.5 years in sales I haven’t met anyone else who understands intrinsically how to deliver feedback (both positive and critical) to inspire personal motivation. ... Hire him. He will be the leader your employees will say, as they did at NI, "this is the best manager we have ever had."

profile pic Jade Long Account Manager, NI Nov 2020

[William] is relentlessly focused on actions that drive YoY growth, while still making sure he is there to support his team on a personal level. If you are looking for a business leader that constantly challenges the positive status quo, look no further.

profile pic Peter Taliaferro Account Manager, NI Nov 2020

Will is a driven organizational leader who collaborates across functions to get things done. ... Will is analytical, thinks outside the box, and is willing to truly dive in and execute while rallying his team.

profile pic Norma Dorst Sr. Dir Marketing, NI Nov 2020

William’s experience and leadership in wireless technology and his tenacity in acquiring new logos was directly relatable to my team’s experience as well as those in all of sales at NI. William empowered and expected collaboration across sales, marketing, and the business unit in his prospecting execution and helped Account Managers build great habits and prospecting infrastructure that they can take with them for years to come. I really enjoyed working with William and would happily recommend him to others.

profile pic Anna Dorsey Inside Sales Manager, NI Nov 2020

William Sitch is organized and sharp. He motivates his team members. ... William is a leader that acknowledges the challenge, helps to construct a plan to overcome the challenge, and does his part to execute that plan.

profile pic Chad Erickson FAE, NI Nov 2020

Will is a high energy individual who combines pragmatism, business focus, commitment to perfection and leadership. ... Will is fun to work with, is a great team player, a good listener and a strong leader.

profile pic Jean Dassonville MSM, Keysight Oct 2018

... He is approachable, easy to talk to, a great coach, and I would recommend Will as a great manager and contributor for any team.

profile pic Ben Smythe BDM, Keysight Jan 2018

Will Sitch is a great manager. ... [H]e gave me his trust and authority during my work and recognised my results fairly. Will also created opportunities for my long term development and increased my visibility broadly.

profile pic Shanshan Cong BDM, Keysight Jan 2018

... When he was in sales he kept the company afloat with a superhuman sales results. I would joke that "Will not only got the low hanging fruit, he clear-cut the orchard."

profile pic Jeff Meyer CTO, Centellax May 2015

Will is an effective director of sales who is focused on managing the sales team to meet targets and provide customer satisfaction.

profile pic Julio Perdomo CEO, Centellax Aug 2008

Contact me

I live in the San Francisco Bay Area and I have effectively managed local and globally distributed teams. Let's talk!