Software Subscription Business Development
Position Summary
When you work at Daktronics, you’ll be part of something amazing. We design, engineer, manufacture and support bold, eye-catching digital LED display technology and audio systems. Our products bring excitement to professional, college and high school games. They attract customers for businesses around the world, and even provide direction for people as they travel, work and play. As part of the Daktronics team, you’ll have interesting, impactful work with flexible opportunities. You can learn and grow at a company that provides competitive compensation and meaningful benefits – and the people are second to none.
Key Responsibilities
Own Daktronics’ software and subscription services business strategy across all market segments (Professional Sports, Colleges, High School, Transportation, Live Events, International, and emerging markets).
Develop and maintain business cases, revenue models, and ROI analyses for each software and subscription offering.
Partner with Finance to establish ARR, adoption, margin, and attach-rate targets.
Evaluate new opportunities and enhancements to ensure alignment with Daktronics’ long-term growth strategy and installed base expansion.
Develop a deep understanding of Daktronics’ customers, venues, operators, and end users, including how they use software before, during, and after live events.
Partner with Software Product Management to ensure solutions are designed around real customer workflows, operational needs, and monetization opportunities.
Translate customer and market insights into clear value propositions for each solution.
Monitor competitive landscape (fan engagement platforms, control systems, content tools, analytics, third-party SaaS providers) to guide strategic decisions.
Define and own software and subscription packaging strategies, including: Tiered offerings, Bundled solutions (hardware + software + services), Market- or customer‑segment‑specific packages.
Partner to establish subscription pricing, licensing models, and renewal structures.
Ensure offerings are easy to explain, easy to sell, and clearly differentiated.
Continuously refine packaging based on customer feedback, adoption data, and sales performance.
Create sales enablement tools that help Daktronics’ sales teams clearly communicate software value, including: Value-based messaging, ROI calculators and business case tools, Use-case storytelling tied to venue outcomes.
Partner with Sales Leadership to define quarterly and annual software sales targets and go-to-market focus areas.
Support strategic sales opportunities and executive-level customer engagements as needed.
Ensure software is positioned as a core component of Daktronics’ total solution, not an add-on.
Partner with IT, Operations, and Services to ensure Daktronics has the right systems to support: Customer access and entitlements, Subscription provisioning and renewals, License management and usage tracking, Reporting and performance visibility.
Advocate for tools and processes that improve: Customer onboarding, Software adoption, Renewal and expansion workflows.
Provide quarterly and annual business updates to executive leadership on software and subscription performance.
Track progress against targets and recommend adjustments to strategy, packaging, or investment.
Serve as Daktronics’ internal subject matter expert on SaaS and recurring revenue models.
Qualifications
Bachelor’s degree coupled with 8–12+ years experience in software, SaaS, or subscription-based businesses, preferably in B2B or technology-enabled services.
Strong experience with SaaS business models including packaging, pricing, positioning, and lifecycle management.
Demonstrated ability to build ROI models and business cases that drive executive and sales alignment.
Experience working cross-functionally with Product Management, Sales, IT, and Services.
Proven success creating sales enablement tools that improve adoption and revenue outcomes.
Strategic thinker with a practical, execution-focused mindset.
Strong communication skills with the ability to influence at all levels of the organization.
Effectively exercise discretion and independent judgment.
Desired Traits
Experience with venue technology, live events, sports, or large installed hardware bases.
Familiarity with CRM, CPQ, licensing, entitlement, and billing systems.
Experience transitioning organizations from one-time sales to recurring revenue models.
Comfort operating in a matrixed, team-of-teams environment common at Daktronics.