Executive Summary

Commercial and revenue transformation leader with 15+ years of experience designing, rebuilding, and scaling go-to-market systems in complex, enterprise environments. Proven track record leading PE-backed restructurings, global platform implementations, pricing and operating model redesigns, and the development of high-performing commercial teams.

Known for translating strategy into executable commercial architectures—aligning people, process, data, and technology to drive durable growth through change. Brings strong analytical judgment, adaptability, and intellectual rigor to ambiguous, high-stakes environments, balancing near-term performance with long-term enterprise value creation.

Commercial Operating Model Design: Pricing, coverage, incentives, GTM systems, and governance

PE-Driven Change & Restructuring: Post-acquisition integration, cost-to-serve optimization, centralized SDR/support models

Revenue Systems & Platforms: CRM, forecasting, enablement, analytics, and data visibility

Talent & Capability Building: Org design, leadership development, skills transformation

Enterprise Growth Strategy: Expansion, retention, consultative value creation

Commercial Transformation Focus Areas

aytm (Remote) Nov 2024 – Oct 2025

Non-Compete Period

SVP, Commercial (Head of Sales)

Jan 2022 – Nov 2024

• Diagnosed misalignment in the global sales coverage model and redesigned the organization to improve role clarity, accountability, and scalability.

• Designed and rebuilt the sales toolkit including implementing Salesforce.com, Outreach, Zoominfo, Showpad, and Gong.

• Designed and operationalized a data-driven forecasting model to replace intuition-based forecasting, improving accuracy by 22% and increasing leadership confidence in revenue projections.

• Implemented scalable KPI frameworks and data visualization platform (Tableau) improve pipeline visibility and team accountability.

• Led the new business and account management teams driving four consecutive years of double-digit, year-over-year growth, even during years of market decline.

• Designed and executed sales skills training program for the entire sales team.

• Built consultative expansion playbooks for strategic accounts, increasing retention and revenue per customer.

• Partnered cross-functionally with marketing, product, and operations to align GTM strategy and drive pipeline conversion.

• Championed unified sales methodology to qualify complex deals and improve forecast accuracy.

VP, Commercial (Account Management)

April 2021 – January 2022

• Redesigned the Account Management role from a Customer Success model to Revenue Growth model driving growth by more than 100% over three years.

• Developed client-specific planning, driving expansion and consultative engagement, resulting in increased client satisfaction rates by 18%.

• Developed vertical-specific GTM strategies for retail, CPG, and tech clients, increasing expansion revenue by 32% and collaborating with new teams within the clients.

• Fostered a culture of customer-first thinking and continuous improvement across the AM team, enhancing team performance and raising client retention to almost 100%.

Dynata – Plano, Texas

2007 - 2021

SVP, Commercial (Client Development)

Global Data Services and Technology Provider

• PE-backed environment requiring commercial restructuring, improved forecast reliability, and scalable GTM systems.

• Identified an underserved market segment and built a team designed to capitalize on it. Launched and led the Business Development Center, achieving 68% revenue growth by focusing on new business development and expanding small and mid-market accounts.

• Consistently exceeded revenue goals, leading the company in both revenue growth and sales margins through strategic sales initiatives.

• Developed strategic relationships with enterprise accounts across North America, including retail, CPG, automotive, and food & beverage.

• Designed and implemented a global pricing, proposal management, contract management, and discount approval platform.

• Built the first pricing team.

• Led the integration for companies purchased by Dynata.

• Led a PE-driven restructuring that centralized all SDR/Support Resources under a single team structure ~100 people.

• Designed the recruitment, training, and development for SDR/Support teams. Led to many of these people promoted into quota-carrying sales roles.

• Designed the recruitment, training, and development for player/coach leaders for these SDR/Support teams.

• Managed multimillion-dollar sales teams across North America

• Earned multiple performance awards including Manager of the Year and Team of the Year

• Launched and sold the syndicated research division of Dynata.

Early Career: Commercial Foundations

Nielsen Media Research

• Learned to develop market credibility.

• Learned to understand client complexity.

• Learned to deliver calm performance under pressure.

Professional Experience

Honors & Awards

• 2019 Manager of the Year – Dynata

• 2020 Manager of the Year – Dynata

• 2020 Team of the Year – Dynata

• Outstanding Contribution – Merger Team

• Outstanding Contribution – Sales Process Automation Project

• Outstanding Contribution – Project Curad

• 2007 Sales Sprinter Award - Dynata

• Won 2008 Annual Sales Contest – Highest Percentage Over Goal

Resume of Carter Cathey