Sales Director, Americas

About the Role

FARO INSIGHT exists to turn reality into understanding. We believe the world is shaped by decisions grounded in objective truth. Our solutions capture buildings, sites, and scenes exactly as they are and transform that data into actionable insight for teams in Architecture, Engineering & Construction (AECO), Geospatial, and Public Safety. The Director of Sales, Americas is a senior commercial leader responsible for driving revenue growth, expanding market presence, and strengthening customer and partner relationships across North and South America. This role owns a $50M annual revenue target in the AECO and Public Safety Analytics markets and requires a highly hands-on leader who works directly with sales managers, frontline salespeople, and the indirect distributor/reseller network.

Responsibilities

• Sales Leadership & Strategy
  • Develop and execute the Americas go-to-market strategy for the AECO & PSA markets.
  • Own and deliver the $50M regional sales quota, driving performance across direct and indirect channels.
  • Maintain a hands-on leadership approach, actively engaging in customer meetings, deal strategy, account planning, and partner support.
  • Identify high-value market segments, strategic accounts, and regional growth opportunities.
  • Monitor competitive activity, industry trends, and evolving customer requirements.
• Direct Sales Management (Hands-On Leadership)
  • Work directly with sales managers and account managers on pipeline development, opportunity qualification, and deal-closing strategies.
  • Participate personally in key customer meetings, demos, presentations, and negotiations.
  • Provide real-time coaching through joint calls, ride-alongs, on-site visits, and weekly deal reviews.
  • Develop disciplined execution practices including KPIs, territory planning, and structured sales methodologies.
  • Foster a team culture rooted in accountability, urgency, customer focus, and continuous improvement.
• Indirect Channel, Distributor & Reseller Management (Hands-On)
  • Build and expand a high-performing distributor, reseller, and partner ecosystem across the Americas.
  • Engage directly with partners through co-selling activities, territory alignment, and joint GTM sessions.
  • Deliver channel enablement programs—including training, incentives, and sales tools—with a hands-on approach to ensure adoption and execution.
  • Conduct regular partner business reviews to assess performance, pipeline health, and strategic alignment.
  • Support partners in major opportunities through pricing strategy, technical positioning, and customer engagement.
• Customer & Industry Engagement
  • Build strong customer relationships across key AECO & PSA organizations.
  • Actively participate in customer sales cycles, solution briefings, and industry events.
  • Represent the company at AECO & PSA conferences, trade shows, and partner summits.
• Cross-Functional Collaboration
  • Partner with Product Management to advocate for AECO & PSA customer needs and market insights.
  • Work with Marketing to develop targeted campaigns and channel programs that support both direct and indirect sales motions.
  • Support Customer Success in driving adoption, satisfaction, and retention across the region.
  • Work with Finance and Operations to improve forecasting accuracy and streamline deal processes.
• Sales Operations & Forecasting
  • Maintain rigorous pipeline discipline and forecasting accuracy across all sales motions.
  • Leverage CRM tools, analytics dashboards, and partner scorecards to drive performance improvement.
  • Refine and evolve sales processes, partner management frameworks, and territory models for scalability.

Requirements

• 10+ years of progressive sales leadership experience in B2B technology, software, or industrial solutions.
• Demonstrated success managing $30M–$50M+ revenue portfolios across large geographic regions.
• Experience in the AECO market, with deep understanding of buyer workflows and industry dynamics.
• Proven ability to lead hands-on, working directly with field sales teams and channel/distributor networks.
• Strong financial acumen, strategic planning capability, and operational rigor.
• Excellent communication, negotiation, and executive relationship-building skills.
• Demonstrated ability and willingness to use AI tools to improve productivity, decision-making, work quality, and to reduce costs.
• Ability to identify appropriate AI use cases and critically evaluate AI-generated outputs.
• Ability to travel extensively across the Americas.

Preferred Qualifications

• Experience selling into public sector technology markets.
• Background scaling distributor or reseller ecosystems.
• Existing AECO industry relationships.
• Experience guiding teams in high-growth or transformation environments.
• Bachelor’s degree required; MBA preferred.

Success Metrics

• Achievement or exceedance of the $50M sales target.
• Expansion within strategic AECO & PSA accounts and regions.
• High performance, engagement, and development of direct sales teams.
• Growth in revenue, capability, and alignment within the distributor/reseller network.
• Forecast accuracy and operational efficiency.
• High levels of customer satisfaction, retention, and partner collaboration.

Pay

Salary range: $200,000 – $300,000 USD (base) plus incentive compensation.