The Principal Industry Advisor will accelerate customer Total Spend Management, support sales cycles, and enhance customer engagement through strategic advisory and thought leadership, focusing on market feedback and account strategies.
The Impact of a Principal Industry Advisory at Coupa:
Help our prospects and customers accelerate their Total Spend Management (TSM) maturity and maximize the value they get from Coupa.
Establish Coupa as the premier and credible partner in TSM by showcasing our deep industry experience and expertise. This runs the entire customer value lifecycle from early demand generation through to existing customers. Partnering with pre and post sales stakeholders to being industry expertise to all facets of Coupa’s customer value lifecycle with the north star goal of constantly pushing the bounds of customer maturity.
What You'll Do:
- Go-to-Market Strategy and Pipeline Generation: Develop and execute a comprehensive and actionable industry business plan to generate demand and grow the sales pipeline. This includes enabling sales teams and partners to effectively differentiate Coupa in the marketplace.
- Sales Cycle Support: Provide senior-level support during sales cycles to increase win rates and deal sizes. This involves ensuring the correct industry messaging is embedded in RFP responses, business cases, and product demonstrations.
- Customer Engagement and Adoption: Serve as an on-demand industry expert for strategic customer engagements. You will lead executive-level discussions, conduct business value assessment workshops, and focus on helping customers accelerate their TSM maturity to maximize the value they get from Coupa. You will also support post-sale advisory meetings and help ensure successful customer adoption.
- Customer Success Stories: Responsible for building a strong ecosystem of sub-industry customers references that can serve as credible proof points of Coupa’s value proposition. This curation of customer stories becomes a strategic asset, driving peer influence, industry credibility, and ultimately accelerating pipeline conversion.
- Industry-Focused Marketing: Create compelling, industry-specific content and thought leadership to drive brand awareness and differentiation. You will represent Coupa at industry events, webinars, and through various media channels.
- Strategic Account Support: Offer industry advisory for account planning and help shape engagement strategies for key strategic accounts.
- Feedback and Innovation: Act as a crucial link for market feedback. You will collaborate directly with Product teams and the Coupa Spend Lab (Research) to help integrate research and industry knowledge into the software to improve customer maturity. This includes managing dedicated feedback loops for both teams.
What You Will Bring to Coupa:
- Experience: 9–12+ years in large, multinational software or IT organizations, with deep expertise in at least one industry or solution segment and direct experience partnering with Sales Management and Field Sales.
- Executive Presence: Strong customer-facing abilities with the credibility and confidence to engage stakeholders at all levels, from analysts to senior executives.
- Strategic & Communication Skills: Proven ability to develop industry-specific go-to-market strategies and deliver clear, compelling written and verbal narratives.
- Project Management & Collaboration: Demonstrated success managing multiple projects simultaneously, collaborating effectively with internal and external stakeholders, and delivering under tight timelines.
- Enablement & Scalability: Skilled at translating best practices into scalable, repeatable programs and training materials to support internal teams.
- Education & Personal Attributes: MBA or advanced degree in finance, economics, or related field preferred; thrives in fast-paced environments with strong drive, competitiveness, and commitment to excellence.
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