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Philip A. Cruz Sr.

Executive Leader | Sales & Business Development


Strategic Business Development & Execution | Operational Excellence | Global Experience

Trusted Leader who delivers creative strategies and operational systems/solutions that improve sales, margins and growth. Recognized for both transforming and creating organizations that are high performing, achieve strategic initiatives and gives life to the Vision.

20 years experience developing people, processes, Strategic Partnerships and solutions/services that drive Sales, globally, and streamlined operations. Mobilizes top-tier talent to create high performing cultures that consistently achieve in volatile circumstances.

Stimulated & motivated by business growth challenges and collaborating to identify the opportunities (creatively) and execute on the plan

  • Recognized as Top 1% sales leader worldwide.  Trusted to personally lead & put together the most complex and strategic deals (sales and partnerships) from beginning, through negotiations and closure.
  • Led the development of a New Business sales team from scratch to 24 sellers and management within 3 months.   My plan was used worldwide as the benchmark.   Grew pipeline from 0 to $30m in 6 months.   
  • Developed and led a task force to increase profitability 20% and restore customer satisfaction.  Recommendations led to achieving 117% of EBITA
  • Within 4 months, turned around a failing Sales Region improving customer satisfaction from 30% to 90%, improving margins by 20%, and exceeded sales quota by 6% 

Work experience

Oct 2000Mar 2017

Vice President, Strategic Pursuits & Sales

Unify Inc (formerly Siemens Enterprise Communications Inc)

Planned and directed the start up or turnaround of several Regional and National Sales, Solution & Professional Services units with consistent success and speed by assessing talent, business processes and tools and taking needed actions to lead transformation and improvement.

Responsible for leading teams of sales, engineers/designers, services & commercial (financial & legal) on companies most complex and large deals.  

International Deal/Pursuit Leader & Strategic Partner Business Development

  • Lead & drive global Sales Growth and Profitability by developing & defining Strategic Partnerships with large solution providers (eg., Verizon, Motorola Inc.)
  • Led Multi-cultural, Global team from Germany, Latin America and U.S. to reduce cost of product/solution development in Latin American by an estimated 12%.

Director, U.S. New Business Development

  • Within 3 months hired, trained and developed sales team and developed a pipeline of over $30m
  • Achieved #1 ranking in new sales and contributed to over 40% of total net new orders while remaining under budgeted headcount
  • Established global best practice in solution selling methodology

Director, Solution/Sales Engineering

  • Selected to start up and lead this team which resulted in exceeding sales quota attainment for 3 consecutive years
  • Created a National Sales Engineering team responsible for Secure Data Network Solution Design. This included developing the policies, processes, training and tools necessary for realization. Team exceeded sales quota attainment in the first 3 years of existence

Director, Technology & Consulting Services

  • Developed consulting services capabilities that resulted in incremental sales revenue (10%) and entry points to infrastructure refresh sales
  • Achieved #1 ranking in 1st Generation VoIP sales with 80% of all sales
  • Achieved #2 ranking nationally in Unified Communication sales

Assistant GM Florida Sales

  • Within 4 months transformed the sales region with new staff and new practices that resulted in achieving 80% of full year (106% prorated) quota
  • Improved profitability and Customer Satisfaction from worst in Company to Best which resulted in the establishment of Company Best Practices in Consultative Sales, Solution Development and Project Management
  • Developed and led a task force to study and recommend ways to increase profitability 20% and restore customer satisfaction. Study led to a corporate restructuring and implementation of several process improvements that delivered 117% of targeted EBIT of $42m.
Jun 1997Oct 2000

Senior Director


Identified and developed Consulting Services engagements focused on business improvement through the use of technology and/or organizational optimizations. This included developing and assessing Strategic Plans, performing needs assessments, efficiency and effectiveness studies, systems requirements and designs and project management.

  • Developed 1st and largest Public Sector Outsourcing project in the U.S; County of San Diego. Project served as a company Benchmark by which we developed a new Practice
  • Grew our Outsourcing Practice and nearly doubled revenues within 18 months.
  • Expanded Management Consulting practice in the Southeast contributing over 90% of regional sales/services within the first 6 months and sustained to 75% over a 12 month period
  • Advised and assisted 2 major Counties in Florida regarding operational initiatives that would have positive impacts on the types and level of services provided to constituents. This included taxation, regulatory, legal and public access concerns.
  • Led a team of experts to provide recommendations to improve the effectiveness of a major metropolitan 911/Emergency Management operation. This involved studying and advising on all aspects of operations, policies, procedures, technology, people management, salary and benefits for all departments and agencies of its government.



Stevens Institute of Technology

Electrical Engineering


Georgia Institute of Technology

Electrical Engineering & Organizational Effectiveness