ROSS WOOD · SYDNEY ·
ENTERPRISE SALES & GTM.
Deep network & CX expertise in complex, operations-heavy industries.
A clear focus on the cross-functional, customer-experience ‘human-lens’ that makes multi-stakeholder deals land and grow - built through 25 years running operations and selling technology into them.
Most people selling software know the product, however few understand the operation, the commercial pressure, or what it feels like to sit in the buyer’s seat with a P&L. I solve for that, owning the business case, winning internal confidence and building the underlying intel that makes the next deal easier to close.
Boral
Fonterra
Bega
NuFarm
BlueScope
Wesfarmers
Unique Experience
My career has taken me across both sides of the divide between technology and operations.
I spent more than a decade inside operations-heavy businesses, carrying a P&L, working across warehouses, field teams, fleets and customer-facing environments. I then spent more than a decade taking software into those same kinds of organisations, helping operators assess, adopt and apply new systems.
That intersection has become the most valuable part of my experience.
I understand the technology, but also the operational reality it has to fit into: the commercial nuances, governance, trust and handoffs between people, functions and systems that often determine whether a platform is adopted or resisted.
When responsibility moves between teams, systems or processes, friction becomes visible to customers and that is often where trust, adoption and loyalty are either built or lost.
Now, I am applying that perspective to AI-native systems: helping connect and scale technology’s potential and a trust-driven human world.
4 PILLARS
First commercial hire five times — I build revenue from zero: PMF, ICP, pipeline methodology, partner channels, the team, the playbook. And I build the AI tooling I run it on — company teardowns, prospect intelligence, commercial diagnostics — so the go-to-market is AI-native, not AI bolted on.
~$4.5M pipeline in 12 months from a standing start · 5x first hire.
1 · Build & close motion
I sit across from the owner who needs structure, the CEO/ CXO who needs cohesion, the CTO worried about data sovereignty, and the ops lead worried about risk and adoption — and speak each of their languages, because I've been on their side of the desk. That means living inside real objections — governance, integration, compliance and risk.
20+ years of pattern recognition, on both sides of messy operations.
2 · Consultation to the C-suite
I don't just sell AI — I build it. Co-founded Hauldit — document intelligence, agentic dispute resolution and RAG-based compliance for logistics operators — on a three-tier governance framework that decides what runs autonomously, what needs approval, and what stays a human call. I sell AI-native infrastructure into regulated enterprise at AI2DEV. It keeps me close to how AI actually gets built and adopted in operations-heavy businesses.
My own capital invested · regulated enterprise deals live.
3 · AI-native projects
The deals — and the loyalty — are won and lost at the handovers between marketing, sales and service. I've spent years there (GetFeedback, SurveyMonkey), turning customer signal into action with AI — sentiment, churn propensity, next-best-action — with a human in the loop until it's trusted. It's the cross-functional view that makes complex, multi-stakeholder deals land and stay landed.
Grew JAPAC $2.1M → ~$7M · regulated CX wins .
4 · CX intel for ops
3x Layers of Depth & Experience
Building is now cheap; trust and traction isn't. The operators who win use AI to amplify human judgement, not replace it — and even autonomous systems need a human layer to scale trust. That layer is where the commercial value of AI is unlocked, and it's the part my background was built around.
The model is the easy part — trust is where the value is.
Operations (AI)
— trust is built at the edge
In operations, AI doesn't fail on the model — it fails on trust. Operators won't adopt what they can't prove. So the value lives in the layer underneath: verifiable evidence of what actually happened at the edge, and a clear governance line between what runs on its own, what needs approval, and what stays a human call. Get that layer right and adoption follows; skip it and the smartest model sits unused.
CX (AI)
— trust carries across the handovers
In CX, AI reads the signal — sentiment, effort, churn risk, next best action — but the judgement on what to do with it stays human until it's earned trust. Loyalty is won and lost at the handovers between marketing, sales and service, and trust is what has to carry across them. AI surfaces the moment; a human still decides the move.
GTM (AI)
— trust is the part AI can't close
In go-to-market, AI does the heavy lifting — company teardowns, prospect intelligence, qualification, diagnosis — so the human can do the part that actually closes: reading the buyer, building the trust, knowing which deals are real. AI makes the motion faster; judgement makes it land. Building the pipeline is cheap now; earning the room isn't.
Sales Fundamentals & Discipline
“Full-cycle ownership from prospecting and discovery through negotiation and close. Self-sourced pipeline — breaking into named accounts cold, not just inbound or marketing-fed. Complex, committee-based, with multi-stakeholder, C-level buying cycles, multi-year”.
“Land-and-expand track record, not one-and-done. Built business cases and ROI to senior and board-level buyers”.
“Challenger, Sandler, SPIN & MEDDPICC qualification, accurate forecasting and CRM discipline (HubSpot, Salesforce)”.
“A self-starter comfortable with ambiguity and a bias toward action — building the playbook, not just following one”.
Logistics
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CX
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Ai-Native
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SaaS
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Manufacturing
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Retail
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Trade
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Logistics * CX * Ai-Native * SaaS * Manufacturing * Retail * Trade *
Please see ‘My Work’ page my commercial-architecture where I’ve build the commercial and AI systems for different operational business needs.
Please see my ‘About’ page for more on my journey, impact, reviews & vision - full detail at www.linkedin.com/in/woodross