Heidi Laws
Austin,TX
Summary
Vice President of Sales with over 20 years of extensive expertise in developing high-performance sales teams and innovative sales strategies. Proficient in program execution, territory optimization, and data-driven decision-making, leading to significant revenue growth and enhanced onboarding experiences. Passionate about transforming sales processes and fostering leadership development to achieve ambitious objectives on a global scale.
Overview
25
25
years of professional experience
Work History
Global VP of Sales Development
Avalara
01.2021 - 01.2025
- Responsible for 60 million dollars in revenue annually, from both Inbound and Outbound lead generation. Remote and in office employees located in Seattle, Durham, Brighton, and Pune.
- Re-designed GTM strategy in order to meet aggressive revenue goals and increase MQL’s YOY. Aligned cross functionally and collaborated with C-Suite Leadership, Marketing, New Business Sales, Operations, People Partners, Talent Acquisition, and Enablement. Improved MQL to Closed Won conversion rates by 20% YOY Globally with new GTM strategy.
- Transformed the Sales Development team from 40 employees in the US to 250 employees Globally, including growing leadership team from 6 leaders to 34 leaders.
- Hired and Developed an Outbound Team from zero ADR’s to 85 Outbound ADR’s in 1 year. Results included 30% YOY growth in closed revenue generated from the Outbound team. Developed candidate profiles, recruiting strategy, KPI’s, compensation, tool adoption, enablement, new territories, while partnering with operations and marketing to improve efficiency and growth. Improved overall Outbound MQL growth YOY by 50% 2022 to 2023.
- Hired and Developed new Inbound and Outbound teams in Pune from 5 people to 80 SDR’s and ADR’s, including 9 new leaders.
- Re-designed EMEA strategy in order to attract and retain top talent, built new outbound territories, scaled processes for efficiency, developed reporting, and defined KPI’s.
- Fostered a winning culture globally by developing a unique monthly recognition program well known across the entire company using virtual platforms for consistent engagement.
- Developed a Leadership Playbook in order to onboard and coach new leaders and further develop Sr. Leaders and Directors. Resulted in 100% retention of leaders in the last 3 years. The Global Sales Development Leadership team is well known for leading with transparency, authenticity, creativity, and care, while balancing excellence and growth.
- Built a formal Mentor Program in order to increase new hire performance by 20%.
- Re-designed New Hire Onboarding in 2023 in order to customize Inbound versus Outbound skills needed for success, including an Account Based Approach.
- Partnered with Operations to re-design Global reporting, dashboards, and interpret data analytics in order to inspire growth and report results.
- Global Sales Development Engagement Gallup Survey Results Top in the Company-4.95/5.00 rating
- Top VP in 2022, earning Presidents Club award.
- Achieve Quota 3 years in a row, with YOY growth each year, while hiring and developing 100+ new talent annually.
- Tools Used for Inbound and Outbound roles-Salesforce, 6 Sense, Linked In Sales Navigator, Zoom Info, Outreach, Gong, and Drift Chat utilizing AI.
National Director of Tax and Accounting in Mid-Market Sales
Wolters Kluwer
01.2019 - 01.2021
- Responsible for 30 million dollars in sales which includes 42 sales associates, 6 leaders reporting to me directly, covering the entire United States.
- Results included YOY growth in revenue and YOY growth in sales activities
- Created a winning culture across 6 teams, resulting in 90% retention of sales professionals and leaders while developing programs to elevate selling and leadership skills
- Re-designed 42 territories nationally, with Sales Operations, using a data driven Balanced Index methodology. The result included a successful alignment with the GTM strategy and the quota alignment.
- Re-designed GTM strategy, in the small business segment, for Tax Software. This included changes in pricing, client onboarding, and marketing in order to create an 80% increase in growth
- Partnered with Sales Operations to re-design reporting, dashboards, and data analytics in order to inspire growth
- Developed a Leadership Playbook in order to create consistency across 6 teams. The result included effective leadership coaching and accountability across divisions
- Re-vamped the sales process in order to align with a virtual selling environment. The result included increased pipeline growth YOY.
- Developed ROI tools in order to close the gap between Demo and Close.
- Partnered with Learning & Development in order to execute a bi-monthly cadence of sales training in order to align with a culture of Coaching and Development.
- Executed a Regional and National webinar strategy resulting in sales growth YOY.
- 2020 records included:
- Largest Outsourcing revenue in history of the Mid-Market Division-40%
- Largest Revenue Growth in the Pacific Market to date-30%. 4 of 6 teams grew YOY.
- Tripled Million Dollar Producers YOY.
- Highest Appointment Average in history of Mid-Market.
- Highest Regional Webinar Results in history of Mid-Market
Director of Sales-HCM Solutions in Mid-Market Sales, Southwest Division
Paychex
01.2017 - 01.2019
- Responsible for 110 million dollars in sales (30% growth in one year) which included 50 sales associates, 7 leaders reporting to me directly, over a geographic area of 9 states and 10 offices.
- Developed Sales Professionals to successfully execute on Pipeline Management and Sales Process with clients ranging 50-1000 employees in size.
- Increased PEO business by 55% executing on our go to market strategy.
- Increased appointments by 50% within 1 month of starting in the role.
- Integrated a new appointment generating process with a higher focus on strategic prospecting, a broker partner strategy, and employment lawyer partnerships.
- Co-Created a new Sales Onboarding program within the first 3 months in the role in order to match the sales expectations of 30% growth. The goal of the program was to improve Sales Process execution and close ratio.
- Improved Sales Process resulted in new sales associates closing their first sale in their 2nd month in tenure versus their 6th month in tenure.
- Customized trainings to mimic the solution selling skills needed to hit aggressive sales targets in the HCM marketplace. This included skill mastery in the Saas based HCM system, LMS Software, myStaffingPro Applicant Tracking Software, HR Suite of Services and Benefits, Time and Labor Software, Retirement benefit offerings, and Benefit Administration software.
- Standardized overall Sales Process including pipeline management, activity standards, and higher accountability on results.
- Partnered with Sales Operations on maximizing territory optimization and instituting a stronger strategic approach to increase market share.
- Partnered with Implementation and Service to increase effectiveness of the client onboarding process.
- Partnered with Talent Acquisition to improve candidate quality across all markets.
- Customized the Sales and Leadership Playbook to be geared towards Mid-Market Sales which included standardizing processes to be used within Salesforce.com for coaching, pipeline management, and accountability within the sales and leadership teams. This also included integration of a Multi-Touch processes within Salesforce.com in order to create consistency in our appointment generation strategy.
Founder & Business Consultant
Heidi Laws Consulting
01.2016 - 01.2017
- Provided comprehensive sales and leadership business consulting to high level executives and sales teams nationwide, including coaching on sales execution, leadership development, program execution, while working in One-on-One and through group environments. This included industries ranging from HCM, Insurance, Real estate, Higher Education, and Health and Wellness companies.
- Developed and executed a broad social media strategy across multiple platforms building strong relationships with potential clients and providing current clients with the knowledge and tools necessary to establish and build an online business channel.
- Delivered in-depth coaching taking numerous clients from novice business owners with small side operations to profitability in less than one year.
Director of Leadership Development-HCM Solutions in Major Account Division
ADP
01.2014 - 01.2016
- Directed the strategic planning, design, and implementation aspects of a global HCM software solutions company’s leadership development program affecting thousands of employees worldwide working across business units to identify and cultivate emerging talent for leadership roles and to identify and close skills gaps
- Worked with all levels of leadership across all business units to identify needs and develop programs that maximized leadership effectiveness while reinforcing core leadership skills on a global scale
- Identified a lack of mentoring and interest in leadership roles among sales associates, and created and implemented a sales mentor program on a national level, driving a 200% increase in leadership candidates nationwide and a 40% increase in internal promotions to leadership roles
- Provided individualized and group-based training on a wide range of topics, including time management, one on one’s, team meetings, trainings, crucial conversations, sales coaching, and program execution.
Central Texas Regional Vice President – HCM Solutions in Small Business Division
Central Texas Regional Vice President – HCM Solutions in Small Business Division
01.2010 - 01.2014
- Responsible for 6 million dollars in sales leading a team of more than 40 sales associates in the Austin and San Antonio offices in delivering against aggressive business plans and objectives, growing sales in each of four consecutive years by as much as 20% (against a 10% growth goal) and guiding the division to a position as the top sales region out of 52 regions nationwide.
- Coached and developed emerging talent into the company’s next generation of sales executives, with responsibility for guiding six sales associates to senior executive roles within the organization, three of whom are currently in vice president-level positions today.
Senior Sales Executive – HCM Small Business Division
Senior Sales Executive – HCM Small Business Division
01.2008 - 01.2010
- Managed a team of 17 sales associates in providing comprehensive HCM services to small businesses, achieving record sales and President’s Club distinction each year despite an overall downturn in sales company-wide
- Mentored a sales executive for a senior leadership role by providing coaching on effective management of team meetings, program execution, strategies for exceeding sales quotas, recruitment and retention of top talent, and implementation of a positive sales culture
- Consistently exceeded sales quotas by as much as 125%, receiving President’s Club distinction in each year
Sales Executive – HCM Small Business Division
Sales Executive – HCM Small Business Division
01.2006 - 01.2008
- Managed up to 10 district managers in delivering against aggressive sales quotas, achieving 111% to goal in each year in role, and receiving two President’s Club distinctions
Education
Bachelor of Arts - Speech Communications
Texas State University
San Marcos, Texas, TX05.2000
Skills
GTM Global Sales Strategies
Leadership Program Development
Tool Optimization
Outbound and Inbound Sales Execution
Cross Functional Collaboration
High Energy Culture
Executive Level Coaching
Attract, Develop, and Retain top talent
Process Efficiency and Productivity
Develop Consistent Operational Rhythm
Timeline
Global VP of Sales Development
Avalara
01.2021 - 01.2025
National Director of Tax and Accounting in Mid-Market Sales
Wolters Kluwer
01.2019 - 01.2021
Director of Sales-HCM Solutions in Mid-Market Sales, Southwest Division
Paychex
01.2017 - 01.2019
Founder & Business Consultant
Heidi Laws Consulting
01.2016 - 01.2017
Director of Leadership Development-HCM Solutions in Major Account Division
ADP
01.2014 - 01.2016
Central Texas Regional Vice President – HCM Solutions in Small Business Division
Central Texas Regional Vice President – HCM Solutions in Small Business Division
01.2010 - 01.2014
Senior Sales Executive – HCM Small Business Division
Senior Sales Executive – HCM Small Business Division
01.2008 - 01.2010
Sales Executive – HCM Small Business Division
Sales Executive – HCM Small Business Division
01.2006 - 01.2008
Bachelor of Arts - Speech Communications
Texas State University