William Sitch

William Sitch

William Sitch

Action-oriented business and engineering leader
I am passionate about building and leading teams that deliver significant results. My career is in measurement science; I have worked in test and measurement, sensing, and data analysis, at both small startup companies and large industry incumbents. I have a growth mindset and I love to learn new things.

Recent posts

Best Free Resources to Get Started With Robotic Perception

Robotic Perception is how robots estimate their environment with measurements. I've linked the best free resources I used to learn about perception.

June 17, 2022

Maneuvering road object tracking with the IMM algorithm and an imaging radar sensor

Final project paper for the AA273 State Estimation and Filtering for Robotics Perception class I just finished as part of my work at Stanford's Robotics and Autonomous Systems graduate program.

June 8, 2022

Success stories

With more than 15 years of experience leading technical teams, I have been lucky enough to work with and learn from some truly amazing colleagues. Together we have acheived amazing things: creating software that unlocked the value of a hardware product, launching new products that captured huge market share, re-focusing an entire business unit based on customer feedback, and solving complex problems. Some recent successes include:
Prospecting Challenge

Strategic sales enablement initiative to teach prospecting and 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 in one quarter.

NI 2020 Initiative

2019 Americas Sales MVP

President's Club award for people, portfolio, process leadership resulting in outstanding customer results. "Exceptional" ranking on the 2019 Sales Performance Bonus program.

Result: 21% YoY sales growth in 2019, including 52% YoY increase in ACV for software and professional services.

NI 2019 Award

Business Unit Strategy

Led an organizational-wide response to a key transportation customer's Linux software requirements.

Result: 170%+ YoY sales growth at that enterprise transportation account 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

Kindness, clear communication, immutable values, and a commitment to shared success are the tenets of my leadership style. This foundation enables trust, which is a game-changer for building effective teams. Below are the core management/leadership beliefs I try to embody:

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 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.

Software skills

C++, python, other

Experience writing complex code, working with big data, developing algorithms, using professional development processes

Cloud development (GCP)

Experience developing asynchronous microservice-based applications on GCP PaaS, including auth, databases, analytics, web hooks, APIs

Databases (No/SQL)

Experience designing data structures in SQL and noSQL architectures, data cleansing, query design, performance optimization

Operating Systems

Experience with Windows and Linux (mostly Ubuntu)

Salesforce (CRM)

Experience administrating SFDC, designing workflows with 3rd party services, writing custom reports, dashboards, and KPIs

Eloqua, CC (MAP)

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

HTML, Vue, javascript

Experience designing intuitive UI, writing device-agnostic front-end code


Some of my co-workers have said nice things about me. Check out the rest of the recommendations on my LinkedIn profile .

Will is a high energy individual who combines pragmatism, business focus, commitment to perfection and leadership. [… He] has a great talent to remove confusion from complex situations

profile pic Jean Dassonville Marketing Manager Oct 2018

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 Global Marketing Nov 2020

Through William's leadership, the impact [of a sales enablement program] was immediate in increasing account knowledge, deepening relationships with customer, and growing the overall pipeline.

profile pic Jeff Meisel Dir Marketing, Americas Nov 2020

William brought meaningful and positive change to the NI sales organization, prompting the entire AMER sales force to learn value-based prospecting and develop deeper and more meaningful relationships with our customers.

profile pic Jade Long Account Manager Nov 2020

Will is a strategic sales leader with a passion for developing his team and working cross-functionally to grow business. I appreciate Will's ability to pull people together across the organization

profile pic Paul Sweat Dir Business Development Nov 2020

[William] always took on extra responsilities to get the job done. [… 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 Chief Technical Officer May 2015

Contact me

I live in the San Francisco Bay Area. Let's talk!