M

Martin Cross

Business Development Executive

Dallas, Texas, United States32 yrs 11 mos experience
Highly Stable

Key Highlights

  • Instrumental in $330M sale of Navini Networks to Cisco.
  • Built partnerships to expand sales reach and support.
  • Led global sales team of 30+ at Cisco.
Stackforce AI infers this person is a Telecommunications Business Development Executive with extensive experience in sales and partnership management.

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Skills

Core Skills

Business DevelopmentSales OperationsSales

Other Skills

BroadbandCDMACRMCellular CommunicationsChannelChannel PartnersChannel RelationshipsCloud ComputingCloud Native SolutionsContract NegotiationDirect SalesGSMGo-to-market StrategyIPInternational Sales

About

SUMMARY Senior business development and sales executive with 30 years in the telecom industry, focused on introduction of new solutions for service providers. Combine sales skills and business development / partnership building creativity to drive growth for new products and new markets. Skilled at value proposition development and sales pitch delivery. Experienced in both direct sales and overlay sales, consistently exceeding objectives. Successfully built multiple partnerships to grow sales reach by supporting the partner’s success with both sales and product expertise. Have held roles as team leader in large organizations (Nortel and Cisco) and senior leadership team member and individual contributor in venture-backed organizations. Business Development SVP instrumental in the sale of Navini Networks to Cisco for $330M. Believing strongly in leadership by example and support, coaching and mentoring, including leading a global overlay sales team of 30+ at Cisco. Extensive experience in global markets, including Europe, Russia/CIS, Middle East, Latin America.I am an active contributor to all facets of the business with a demonstrated a “roll up the sleeves” approach to addressing opportunities and challenges creatively and optimistically. Experience and knowledge with multiple technologies including: fiber access (PON), wireless (fixed and mobile), core (including application layer and edge) and software defined, disaggregated, micro services based architectures. Extensive contract and commercial negotiation experience with Tier 1 Global Service Providers and OEMs/channel partners.

Experience

32 yrs 11 mos
Total Experience
4 yrs
Average Tenure
3 yrs 7 mos
Current Experience

Ciena

Director of Business Development

Nov 2022Present · 3 yrs 7 mos · Dallas-Fort Worth Metroplex · Remote

  • Benu was acquired by Ciena in November 2022. I am responsible for overlay sales support for the Benu vBNG across Ciena's global sales footprint and solution support (a PLM function) within Ciena's end to end PON portfolio. Successfully expanding the commercial footprint of Ciena's industry leading cloud native virtual BNG.
Business DevelopmentSales SupportCloud Native SolutionsSales Operations

Benu networks

Director - Sales / Business Development

Apr 2022Nov 2022 · 7 mos · Dallas, Texas, United States

  • Benu Networks is the industry leader in Software Defined solutions for the Service Provider Network Edge. Benu delivers a software only solution (cloud native on commercial off the shelf hardware) for critical network functions including a Broadband Network Gateway (BNG), a Secure Access Service Edge (SASE) Gateway, a Wireless Access Gateway (WAG) and as a 5G Access Gateway Function (5G AGF) for Wireless Wireline Convergence (WWC).
Software Defined SolutionsBusiness DevelopmentSales

Radisys corporation

Sr Director Sales - Software Defined PON

Mar 2019Jan 2022 · 2 yrs 10 mos · Dallas, Texas

  • Responsible for sales of the Radisys Software Defined Passive Optical Networking portfolio of products for the Americas market including new business development. Focus on rural broadband Tier2/3 operators and federally funded (e.g. RDOF) opportunities. Secured first commercial North American deployment. Introduced brand new product to a highly competitive and established market and successfully built pipeline and secured multiple engagements with RDOF operators, growing funnel from zero opportunities to over a dozen opportunities with value > $50M in under 12 months.
  • Radisys develops high performance software and integrated systems focused on key growth markets in the telecommunications industry, Software Defined Passive Optical Networking, SDN/NFV and cloud architectures, disagregated 4G and 5G mobile access and core, and digital engagement solutions including new media services at the core or the edge. Active participants and contributors to leading open networking initiatives.
SalesPassive Optical NetworkingBusiness Development

Agnity, inc

Vice President Global Sales and Business Development

Feb 2014Mar 2019 · 5 yrs 1 mo · Richardson Texas

  • Privately held and headquartered in Fremont CA, Agnity offers a Next Generation Intelligent Networking Service Delivery Platform and develops software solutions to enable Service Providers to harmonize legacy Intelligent Networking applications with Next Generation/IMS networks.
  • Senior Leadership Team. Took company from its 2014 position of solid technology commercially deployed with Softbank (Japan) to high growth path of repeatable business in a focused industry segment.
  • Built go to market strategy for Next Generation IN focusing on our core competency - the ability to customize solutions. Increased pipeline by 400% in first two years, closing multiple new accounts both direct and via partners. Built successful partnership with Sonus (now Ribbon) resulting in a pipeline with Tier 1 opportunities, and closed reseller contract with Nokia.
SalesBusiness DevelopmentPartnership Building

Reverent technologies, inc.

Independent Board Member

Dec 2013Dec 2020 · 7 yrs · Richardson Texas

  • Reverent Technologies was a privately held reseller of enterprise data storage solutions.

Mavenir systems

Vice President Business Development / Global Channels

Jan 2012Apr 2013 · 1 yr 3 mos · Richardson Texas

  • Venture funded, Mavenir Systems (at the time) focused on Voice over LTE and RCS enhanced messaging on LTE/IMS core networks.
  • Hired to duplicate successful channel / business development program that I had implemented at Navini. Built and developed channel relationships including Samsung and regional partners in Russia, China and Middle East. Closed hosted RCS revenue share with Sybase 365 (acquired by SAP). Closed resale relationship with Ulticom for diameter routing resulting in Mavenir acquisition of Ulticom. Left when Mavenir ended channel partnership strategy in order to focus exclusively on direct sales.
Business DevelopmentChannel RelationshipsSales

Airwalk communications

VP Global Sales

Oct 2010Jan 2012 · 1 yr 3 mos · Richardson Texas

  • Venture funded with revenues of <$10M/year, Airwalk Communications developed and sold CMDA pico-cells and femto-cells for in-building coverage and network capacity offload. Company was ultimately not able to expand into LTE femto-cells with unique technology differentiation and investors dissolved business and sold technology assets.
  • Senior Leadership Team. Brought on by Chairman of Board in order to provide focus and structure to sales efforts. Lead global sales team. Expanded focus outside of North America. Completed global addressable market analysis to re-focus sales efforts and guide product development prioritization. Initiated partnership discussions with Comba-Telecom (China – a large CDMA market) positioning CDMA pico-cells as more effective for in-building capacity offload than Distributed Antenna Systems.
SalesMarket AnalysisBusiness Development

Cisco systems

Sales/ Business Development Director

Jan 2008Sep 2010 · 2 yrs 8 mos · Richardson Texas

  • Transitioned to Cisco as part of the Navini Networks acquisition, which was placed within the Wireless Broadband Business Unit as a separate technology with an overlay sales force. Designated as part of the Senior Leadership team within Navini that was required to stay at Cisco for a minimum of 2 years as part of acquisition vesting process.
  • Ran overlay sales organization of ~30 people – Account Managers, Sales Engineers and Sales Operations - to provide product and wireless market expertise for the Cisco regional sales force and global partners. Qualified a pipeline of $600M in 2009/10. Cisco chose to exit the WiMax business in 2010.
SalesBusiness Development

Navini networks

Vice President Of Business Development

Aug 2001Dec 2007 · 6 yrs 4 mos · Dallas, Texas, United States

  • Venture funded with A round financing in May 2001 and revenues of ~$50M/year when sold, Navini developed Broadband Wireless Cell Sites compliant to the WiMAX standard utilizing patented Smart Antenna technology that delivered increased coverage and capacity and reduced interference. Successfully sold to Cisco at end of 2007 for $330M.
  • Deliberate career move to a venture funded startup. Stepped thru roles as company grew. Closed opportunities, managed sales staff, opened new regions, designed compensation plans, negotiated contracts, and more. Progressed to a Senior Leadership team role in Business Development. Initiated and built relationship with Motorola leading to a first acquisition offer. Pitched Navini to Ericsson and Nokia. Initiated and built relationship with Cisco culminating in sale of Navini.
SalesBusiness Development

Nortel networks

Sales Director

Jun 1992Aug 2001 · 9 yrs 2 mos · Richardson Texas

  • Hired into Nortel as part of Leadership Development Program for top tier MBA graduates. Worked through multiple roles before moving to wireless in 1994. Started as Account Manager and ended as Sales Director. Started sales career on three man team that closed 4 year $450M contract with US Cellular.
Business DevelopmentSales

Education

Indiana University - Kelley School of Business

MBA — Marketing/ Venture Finance

Jan 1990Jan 1992

William & Mary

BA

Jan 1982Jan 1986

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