Job Description

Run a Territory Like It's Your Own Business

At NI, every customer deserves a local advocate who understands their challenges and is invested in their success.

That's where our Sales Area Managers come in.

As a Sales Area Manager (SAM), you'll lead growth across an assigned geographic territory by combining technical expertise, customer engagement, and territory strategy. You'll identify where growth will come from, develop and execute a regional plan, engage customers across a variety of industries, and build long-term relationships that drive business results.

This is a customer-facing, quota-carrying role with uncapped commission, significant ownership, and access to a broad network of technical, sales, marketing, and partner resources. You'll work directly with customers while coordinating NI resources, distributors, resellers, and solution integration partners to expand our reach and deliver exceptional customer outcomes.

Success in this role comes from balancing technical credibility, customer relationships, strategic thinking, and consistent execution. You'll have the autonomy to shape your territory strategy while working alongside a collaborative team committed to helping customers succeed.
In This Role, Your Responsibilities Will Be
Territory Ownership and Growth

• Own business performance and revenue growth within an assigned geographic territory.
• Develop and execute a Territory Growth Plan that drives customer acquisition, account expansion, and market development.
• Identify, qualify, and pursue new business opportunities across multiple industries and account types.
• Research regional investment trends, emerging technologies, competitive activity, and customer initiatives to uncover new growth opportunities.
• Build territory strategies that balance new customer acquisition with expansion of existing accounts.
• Develop and maintain a healthy sales pipeline to support long-term growth and quota attainment.

Customer Engagement and Technical Sales

• Build trusted relationships with technical engineers, program leaders, business stakeholders, and executive decision-makers.
• Lead customer discovery conversations to understand technical challenges, business objectives, and success criteria.
• Deliver technical sales presentations, product demonstrations, and solution discussions both independently and collaboratively with supporting resources.
• Guide customers through the evaluation, selection, and adoption of NI solutions.
• Drive customer success from initial engagement through long-term account development.

Partner and Ecosystem Collaboration

• Work closely with Applications Engineers, Business Unit leaders, Marketing, Channel teams, Services, and Customer Support to execute regional strategies.
• Leverage distribution, reseller, and solution integration partners to expand market reach and improve customer outcomes.
• Identify opportunities to strengthen NI's partner ecosystem within the territory.
• Coordinate resources across internal and external stakeholders to support customer success and business growth.

Market Development and Community Engagement

• Establish and strengthen NI's presence within the territory through customer engagement, events, industry activities, and technical communities.
• Engage with academic institutions, research organizations, and educational programs to encourage technology adoption and future talent development.
• Support local user groups, industry events, and community initiatives that increase awareness of NI technologies.

Forecasting and Business Management

• Maintain accurate sales forecasts, opportunity plans, and territory reporting.
• Utilize CRM tools to manage customer relationships, track sales activities, and document business opportunities.
• Provide regular updates and insights that support business planning and decision-making.

Who You Are

You enjoy building relationships, creating opportunities, and growing businesses.

You are naturally curious about technology, customer challenges, and market opportunities. You are comfortable creating opportunities, developing relationships, and managing a territory with a high degree of ownership and accountability.

You thrive in environments that require initiative, strategic thinking, collaboration, and sound decision-making. You are equally comfortable discussing technical solutions with engineers and business outcomes with leadership teams.

You enjoy learning new industries, understanding how customers solve problems, and helping them achieve meaningful results.
For This Role, You Will Need

• Experience in technical sales, account management, applications engineering, engineering, or other customer-facing technical roles.
• Ability to conduct technical discussions with engineering and business stakeholders.
• Ability to independently deliver product demonstrations and solution presentations.
• Experience managing opportunities throughout the full sales lifecycle.
• Demonstrated ability to identify, prospect, and develop new customer relationships and business opportunities through proactive territory planning and customer engagement.
• Experience working with CRM platforms to manage opportunities and customer activity.
• Ability to travel regularly throughout the assigned territory.
• Valid driver's license and ability to transport, set up, and demonstrate equipment as needed.

Preferred Qualifications That Set You Apart

• Experience in test and measurement, automation, instrumentation, industrial technology, semiconductor, aerospace and defense, automotive, energy, research, or related industries.
• Experience as an Applications Engineer, Sales Engineer, Technical Account Manager, Account Manager, or similar role.
• Experience working with distributors, resellers, or solution integration partners.
• Engineering degree or equivalent technical experience.
• Experience using Salesforce or similar CRM systems.
• Experience engaging with academic, research, or technical communities.

Why Join NI

• Own a region and directly influence its growth strategy.
• Work across diverse industries, technologies, and customer challenges.
• Combine technical expertise with commercial impact.
• Collaborate with customers, partners, and technical experts to solve complex problems.
• Gain exposure to industry-leading test, measurement, automation, and software solutions.
• Earn uncapped commission in a role that rewards initiative, execution, and results.
• Build your career within a global technology organization focused on innovation and customer success.

Interested but Don't Check Every Box?

We recognize that strong candidates may not meet every qualification listed above.

If you're excited about this opportunity and believe your experience can help drive customer success and territory growth, we encourage you to apply. We value diverse experiences, perspectives, and career paths, and we're committed to building a team that reflects the customers and communities we serve.