Summary:
The General Manager, BCP is responsible for driving profitable growth through disciplined execution of sales strategy, rigorous management of sales activities, and development of a high-performing sales team. This role requires strong operational oversight of CRM usage, quoting and funnel management, territory performance, and customer onboarding, while maintaining the ability to adapt, improvise, and execute effective go to market strategies aligned with company objectives. The General Manager, BCP re-enforces value-based selling to continuously deliver on total PINS goals, sustain sales volume growth and improve overall dealer profitability.
Essential Functions and Responsibilities:
- Sales Leadership & Team Management
- Leads, coaches, and develops a team of sales representatives to achieve revenue, margin, and market share objectives.
- Establishes clear expectations for sales performance, activity levels, customer engagement, and data accuracy.
- Conducts regular one-on-ones, pipeline reviews, and performance evaluations to ensure accountability and continuous improvement.
- Assigns territories, accounts, and responsibilities to maximize coverage, efficiency, and growth opportunities.
- Works closely with marketing, sales operations, rental, service, finance, and leadership to align execution and remove barriers to success. Supports all programs, campaigns and company initiatives by ensuring sales team readiness, follow-through and total adherence.
- Performs all other duties as assigned.
- Sales Activity, Rep Performance/Data Tracking & Reporting, and Strategy Execution
- Monitor and enforce consistent tracking of sales representative activities, including calls, visits, demos, quotes, leads, and follow-ups.
- Uses CRM and reporting tools to analyze activity levels versus outcomes, identifying gaps in execution and coaching opportunities.
- Holds sales representatives accountable for maintaining up-to-date customer records, opportunities, quotes, activities, and total proper usage of company portals.
- Leverages CRM data to drive forecasting accuracy, pipeline health assessments, and strategic decision-making.
- Oversee the entire Sales Funnel for BCP from lead creation through end sale or loss.
- Reviews pipeline stages to ensure opportunities are properly qualified, priced, and advanced - identifying bottlenecks and risk areas, and drives correction action.
- Ensure pricing, margin targets, and approval processes are followed consistently.
- Establishes and enforces lost sales tracking and reporting standards.
- Uses lost sales data to identify trends related to pricing, competition, product fit, or timing.
- Partners with necessary parties to implement improvements based on lost sales insights.
- Ensures sales solutions are correctly programmed and aligned with customer requirements and internal standards by collaborating with Product Support, Finance, and other technical teams.
- Cross-functionally oversees the customer onboarding process to ensure a smooth transition from sale to delivery and provide ongoing support and resolve onboarding issues to improve overall customer experience. Establishing clear expectations with the sales representatives regarding timelines, product capabilities, and service support.
- Develops and monitors territory-level performance metrics, including revenue, margin, activity, penetration, and growth.
- Uses data-driven insights to rebalance territories, adjust coverage models, prioritize high-value opportunities ensuring territories are actively worked.
- Partners with Marketing to develop and execute targeted go to market strategies aligned to company priorities, regional conditions, and product focus. Whilst also defining and targeting customer segments by industry, application, fleet profile and buying behavior
- Aligns sales territories and rep execution with marketing campaigns, messaging, promotions, and lead generation efforts to ensure cohesive market coverage. Drives disciplined execution and follow-through of market penetration efforts.
- Provides actionable field and customer feedback to refine audience targeting, value propositions, and campaign effectiveness. Analyzes campaign and territory performance to adjust, identify and support sustained revenue growth
Minimum Skills and Qualifications:
- A high school diploma or equivalent is required.
- Bachelor's degree in business administration or another relevant field.
- Five years of sales management and operations experience, preferably in the heavy equipment industry.
- Experience with the use of CRM to manage sales reporting, leverage customer information, account management, time, and territory management.
- Customer relations experience is required.
- Must be skilled with Microsoft applications and other industry-specific programs.
- Ability to influence and negotiate is required.
- Travel will be required, primarily in the dealer territory, but also at Cat led events outside Ohio.
Physical Requirements:
Primary functions require sufficient physical ability and mobility to work in an office setting; to stand or sit for prolonged periods; to occasionally stoop, bend, kneel, crouch, reach, and twist; to lift, carry, push, and/or pull light to moderate amounts of weight; to operate office equipment requiring repetitive hand movement and fine coordination including use of a computer keyboard; and to verbally communicate to exchange information. The noise level in the work environment is usually quiet in office settings and moderate to loud in other situations, with both constant and sudden loud noises possible.
