Laura Spence, B.B.A., AdPR
Halifax
Summary
Strategic B2B SaaS sales leader with 7+ years of experience driving growth in engineering, energy, and technology sectors. Proven track record in enterprise expansion, securing six-figure outbound deals, and owning go-to-market strategies. Skilled in SaaS product positioning and adept at consultative selling to complex organizations. Thrives in high-growth, collaborative environments with a customer-first approach.
Overview
7
7
years of professional experience
Work History
Director of Sales
CartoVista
05.2023 - Current
- Closed $800K in net new outbound sales with a $500K quota, delivering 160% attainment
- Validated product-market fit in a new vertical (electric utilities), unlocking $150M+ market potential
- Conducted pipeline interviews and ICP mapping, raising the close rate from 12.5% to 18%
- Closed $500K+ in expansion deals by tailoring solutions to evolving stakeholder needs
- Accelerated time-to-close by 25% through refined qualification frameworks and buying committee engagement
- Landed a $200K client from cold outreach to close in under 6 months, demonstrating agility and sales velocity
- Achieved regional sales targets through effective territory management and relationship building with key clients.
- Enhanced customer satisfaction levels by addressing concerns promptly and providing tailored solutions.
Director of Business Development
StrucSure Consulting Engineers
08.2019 - 04.2023
- Generated $200K+ in new revenue through strategic outreach to engineering and construction firms in 6 months
- Modernized sales operations by introducing digital workflows and CRM-led reporting
- Improved deal velocity by 200% through standardized follow-ups and qualification
- Developed customized solutions tailored specifically to individual client needs, leading to an increase in repeat business engagements.
Customer Success Manager
Mighty Oak Marketing SaaS
09.2018 - 08.2020
- Reduced customer churn by 50% via proactive life-cycle management and strategic touch points
- Increased MRR by 35% by identifying and closing expansion opportunities
- Helped scale CS processes during high-growth, supporting a 2X customer base expansion
- Established strong relationships with key customers, resulting in increased customer loyalty.
- Assisted customers with onboarding and product setup to foster successful adoption and usage.
Education
Post-Graduate Diploma - Public Relations
NSCC
Dartmouth, NSBachelor of Business Administration -
Bishop’s University
Sherbrooke, QCSkills
- Strategic Account Planning
- Complex Sales Cycles
- GTM Execution
- Outbound Sales
- Vertical Expansion
- Cross-Functional Collaboration
- Customer-Centric Solutions
- Sales funnel management
- Revenue growth
Professional Attributes
- Team-Oriented: Collaborative, cross-functional, and focused on collective success.
- Resilient: Thrives in change, challenge, and fast-paced startup environments.
- Coachable: Feedback-driven and committed to continuous improvement.
- Growth-Minded: Invested in sales training, technical fluency, and personal development.
Tech Stack
Sales & Outreach
- HubSpot CRM – Lead management, pipeline tracking, and reporting
- Apollo – Prospecting, email outreach, and enrichment
- ZoomInfo – Contact database and company intelligence
- Lemlist – Cold email automation and personalization
- LinkedIn Sales Navigator – Targeted prospecting and social selling
- LeadForensics – Website visitor tracking and lead identification
- Loom – Personalized video outreach for cold prospects and follow-ups
Technical
- CAD – General design tool awareness from previous engineering experience
- Revit – Building design and modeling experience
- WoodWorks & S-Frame – Structural analysis tools (familiar)
Languages
English
Native or Bilingual
French
Professional Working
Timeline
Director of Sales
CartoVista
05.2023 - Current
Director of Business Development
StrucSure Consulting Engineers
08.2019 - 04.2023
Customer Success Manager
Mighty Oak Marketing SaaS
09.2018 - 08.2020
Post-Graduate Diploma - Public Relations
NSCC
Bachelor of Business Administration -
Bishop’s University
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