• Establish a public-sector deal pipeline – Drive both inbound and outbound opportunities across U.S. SLED and federal markets to build a robust sales funnel. • Install a CEO-grade sales operating system – Implement rigorous pipeline management, forecasting, and performance metrics to provide predictable results. • Define ideal customer profiles (ICP) and offers – Identify target government customer segments and package SpruceID’s solutions into compelling, needs-based offers for those audiences. • Build and enforce CRM discipline – Develop consistent processes and data hygiene in our CRM, ensuring all leads, opportunities, and outcomes are meticulously tracked and analyzed. • Launch outbound and inbound engines – Kick off targeted outbound campaigns and scalable inbound marketing programs to generate qualified leads and maintain steady deal flow. • Navigate government procurement & compliance – Work closely with internal teams (delivery, security, legal, product) to clear procurement hurdles, address security requirements, and satisfy regulatory gates throughout the sales cycle. • Lead early strategic deals – Personally drive and close initial high-impact deals, converting early services-led wins into repeatable product success stories that set the stage for scalable growth.