Software Subscription Business Development

Responsibilities

• Lead the software and subscription portfolio strategy across market segments including Professional Sports, Colleges, High School, Transportation, Live Events, International, and emerging markets.
• Create and refresh business cases, revenue models, and ROI analyses for every software and subscription offering.
• Collaborate with Finance to set ARR targets, adoption goals, margin expectations, and attach rates.
• Assess opportunities and enhancements to stay aligned with long-term growth plans and installed-base expansion.
• Develop deep insights into customers, venues, operators, and end users, including how they use software before, during, and after live events.
• Work with Software Product Management to design solutions around real workflows, operational needs, and monetization opportunities.
• Translate market and customer insights into clear value propositions for each offering.
• Monitor the competitive landscape, including fan engagement platforms, control systems, content tools, analytics, and third-party SaaS providers, to inform strategy.
• Define and own software and subscription packaging strategies, including tiered offerings, bundled solutions, and market- or segment-specific packages.
• Collaborate 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 communicate software value, including value-based messaging, ROI calculators, business-case tools, competitive positioning, and use-case storytelling tied to venue outcomes.
• Partner with Sales Leadership to define quarterly and annual software targets and go-to-market focus areas.
• Support strategic sales opportunities and executive-level customer engagements as needed.
• Position software as a core component of Daktronics’ total solution, not merely an add-on.
• Coordinate with IT, Operations, and Services to ensure systems support customer access, entitlements, provisioning, renewals, license management, usage tracking, and visibility into performance.
• Advocate for tools and processes that improve onboarding, software adoption, and renewal/expansion workflows.
• Enable internal teams to efficiently sell, deliver, support, and scale software subscriptions.
• Provide quarterly and annual 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.

Requirements

• A bachelor’s degree accompanied by 8–12+ years of experience in software, SaaS, or subscription-based businesses, preferably in B2B or technology-enabled services.
• Strong background in SaaS models, including packaging, pricing, positioning, and lifecycle management.
• Proven ability to build ROI models and business cases that align executives and sales teams.
• Experience collaborating across Product Management, Sales, IT, and Services.
• History of creating sales enablement assets that improve adoption and revenue outcomes.
• Strategic thinker with a practical, execution-focused mindset.
• Strong communication and influencing skills across all organizational levels.
• Ability to exercise discretion and independent judgment.
• Willingness and ability to travel by air and ground; comply with the Driver Eligibility Policy; MVR checks may be conducted as required by law.
• Fluent in English, written and verbal.
• Applicants must be 18 years of age or older.
• Daktronics does not sponsor, renew, or extend immigration visas for this position.

Technologies

• CRM
• CPQ

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 working in a matrixed, team-of-teams environment common at Daktronics.

What Success Looks Like

• Clear, scalable software and subscription offerings aligned with targeted markets.
• Increased ARR, higher attach rates, and stronger software adoption.
• Strong alignment between product roadmap, sales execution, and customer value.
• Sales teams confidently selling and articulating software value.
• Internal systems and processes that support sustainable subscription growth.

Location

The role has potential to be based from a US-based home office, with preference given to candidates eligible to work in South Dakota. The position is open to individuals authorized to work in the United States in the state of South Dakota, and is described as onsite in South Dakota.