Celeste Rudd

Experience

• Principal/ Fractional GTM & Sales Advisor

  Business Consultant

  Jul 2020 - Present

  Rudd Consulting provides strategic business consulting services to enhance performance and growth, advising SaaS and cybersecurity clients on go-to-market architecture, partner integration, and sales acceleration strategies.

  • Designed partner-led GTM frameworks that enabled a cybersecurity startup to win five Fortune 100 logos in year one.
  • Guided MSPs and resellers on integrating vulnerability-management and data-protection services, increasing recurring revenue by 47%.
  • Developed scalable sales playbooks, pricing models, and compensation structures to improve predictability and profitability.
  • Advised founders and executives on positioning, alliance strategy, and vertical expansion to attract investment and accelerate market entry.
  • Advised a Series A cybersecurity startup on strategies to capture market share among Fortune 100 Oil & Gas companies.
• 

  SDI Presence

  Director of ServiceNow Sales, Partnership, and GTM Strategy

  Aug 2024 - Sep 2025

  SDI Presence provides IT consulting and managed services for enterprise applications, infrastructure, and security.

  • Advanced SDI to Specialist Tier in ServiceNow’s Consulting & Implementation Partner Program five months ahead of schedule, driving greater co-sell alignment, partner benefits, and competitive advantage.
  • Drove over 300% revenue growth in under 12 months, exceeding the business unit’s total revenue from the prior three years by closing nearly $1.5M in net-new logo accounts and influencing $2.74M total resale and services revenue.
  • Developed $34.2M in qualified pipeline through partner-integrated GTM strategies encompassing co-sell, sell-with, and sell-through models.
  • Expanded SDI’s network within ServiceNow from four to 75+ strategic contacts, elevating brand visibility, unlocking new collaboration channels, and increasing participation in joint pursuits and events.
  • Developed data-driven 2026 strategy in partnership with Marketing, aligning sales and marketing efforts for improved demand generation.
  • Redesigned sales operations workflows, reducing administrative overhead by 57% and increasing time spent on revenue-generating activities.
  • Partnered cross-functionally with Solutions, Delivery, Marketing, and Finance to develop vertical use cases and scalable frameworks that strengthened differentiation and client outcomes.
  • Published thought leadership on emerging AI-enabled workflows, elevating SDI’s position as a trusted ServiceNow partner.

• Hytrust (an Entrust Company)

  Senior Sales Executive – Data Protection Solutions, North America

  Mar 2021 - Jan 2022

  HyTrust, now part of Entrust, provides solutions like Multi-cloud Security, Database Security, and Cryptography.

  • Closed the largest software contract in company history, a $21.6M enterprise deal with a top-10 U.S. bank (898% quota attainment),
  • Secured multi-year agreements with seven new Fortune 1000 clients across financial services, insurance, utilities, and transportation through partner-assisted sales motions and executive sponsorship engagement.
  • Led internal cross-functional collaboration to develop solutions associated with customer needs.
  • Built channel relationships with MSPs and hyperscalers for hybrid-cloud data-protection solutions in enterprise and regulated environments.
  • Spearheaded marketing efforts at industry events including multiple keynote speeches and trade shows.
  • Analyzed market trends in consumer industries to implement appropriate marketing and sales methods

• IronNet

  Partner Business Director – Global Systems Integrators

  Oct 2019 - Jul 2020

  IronNet Cybersecurity is a global leader in cybersecurity, focusing on network traffic analysis and collective threat intelligence.

  • Fostered a global strategic alliance, focused on nation-state level hybrid-cloud cybersecurity projects, resulting in $50M+ in contracted sales.
  • Initiated opportunity for IronNet to work with Global Systems Integrator on developing a global joint market offering and Point of View.
  • Generated $16M in US in pipeline growth and $41M globally within Fortune 500 utilities companies and other critical infrastructure sectors by developing key partnerships at GSIs and VARs.
  • Chaired partner meetings to drive discussion of matters important to firm operations, keeping discourse on-topic and moving at efficient pace.
  • Built and managed multi-phase business plan with each Global Systems Integrator partner
  • Launched relationships with and onboarding of three additional Global Systems Integrator partners
  • Aligned IronNet Field Sales organization with Global Systems Integrator partners to enable account level collaboration
  • Provided mentoring and coaching to Sales Development Representatives on a bi-weekly basis
  • Contributed content and presented during quarterly All-hands training sessions
  • Provided outstanding service to all individuals, promoting effective, and lasting business relationships
• 

  OpenText (formerly HP / Hewlett Packard Enterprise/ Micro Focus)

  Americas Alliance Manager

  Oct 2018 - Nov 2019

  OpenText (formerly HP / Hewlett Packard Enterprise/ Micro Focus) is a global software company providing enterprise solutions for application modernization, testing, and IT operations management.

  • Produced joint Go-To-Market messaging and program offerings in coordination with the Alliance’s Practice Leads across the Americas and Global Alliance Manager from Micro Focus.
  • Aligned the Micro Focus Field Sales team with the project/ pursuit teams at a Strategic Alliance to ensure a consistent Go-To-Market message to mutual customers resulting in $10.2M of sales.
  • Collaborated with Micro Focus field sales leadership to create business development plans that drove revenue for both organizations based on current market trends (i.e., cloud first, hybrid cloud).
  • Built and positioned managed services programs with Global Alliance partner for strategic clients.
  • Managed sell-to and sell-through opportunities including coordination of Procurement, Legal, and Business Line Stakeholders at Strategic Alliance with Micro Focus counterparts
• 

  OpenText (formerly HP / Hewlett Packard Enterprise/ Micro Focus)

  Named Account Manager - Enterprise Security Products

  Oct 2016 - Oct 2018

  • Closed $2.6M in revenue during FY18 with quota attainment of 124.92%.
  • Worked with a Strategic Alliance to sell the largest Application Security deal into a Strategic Account ($2.4M 3-Year ELA) in FY18.
  • Finished FY17 and FY18 for the North Central Region as one of the top 2 account managers.
  • Over $3.165M in revenue closed in FY17 with over $795,000 from stale accounts by coordinating with Channel Partners and Alliance Partners.
  • Leveraged the pan-Micro Focus network (services, software, and hardware) to provide value to prospects and customers as well as differentiate our total solution from our competitors.
  • Developed strong relationships across the Micro Focus brands and with our security partners to drive a stronger go-to-market strategy
• 

  OpenText (formerly HP / Hewlett Packard Enterprise/ Micro Focus )

  Sales Specialist - Enterprise Security Products, Commercial Accounts IL/ IN

  Mar 2016 - Nov 2016

  • Closed 9 new logos.
  • $712,000 in revenue closed during first seven months.
  • Rebuilt a territory that had not been covered for three years.
  • Over $4.276M in qualified pipeline developed for FY17

• AnyPresence/ JustAPIs

  Sales Director, Midwest

  Dec 2015 - Mar 2016

  AnyPresence was an Enterprise Backend as a Service (MBaaS) for mobile app development and API augmentation. The organization permanently closed in 2016.

  • Partnered with CRO and CEO to define GTM strategy for Midwest Region
• 

  EasyVista

  Director of Sales, Central Region

  Dec 2014 - Nov 2015

  EasyVista offers an AI-powered IT service management platform to simplify IT operations and improve service discipline.

  • Highest Revenue Producing Region for 1st Half of 2015.
  • Attained 218% quota in Q2 and 153% through November, leading the highest revenue-producing region globally.
  • Sold over $1.9M in software across 10 new logos, representing 71% of overall US sales and achieving 122% quota attainment.
  • Drove continuous revenue growth through new logo acquisitions and upsells to existing customers.
  • Cultivated C-level relationships with enterprise customers and prospects, including ESPN, Associated Press, and State Auto Insurance.
  • Coached and mentored the sales team to consistently exceed goals, fostering a high-performance culture.
  • Managed relationship with US & Canadian Channel Partners
• 

  PGi

  Senior Account Executive

  Apr 2013 - Dec 2014

  PGi provides virtual event solutions and webcasting services for enterprises globally.

  • Sold the largest deal of 2014 worth over $9M, achieving 460% quota attainment.
  • Managed and developed key accounts within the Global 100 and Fortune 500, including BP, UPS, ExxonMobil, ConocoPhillips, and Total S.A.
  • Established and maintained C-level relationships, delivering and demonstrating ROI of conferencing technologies.

• Intrado (formerly InterCall/ West Unified Communications Services)

  Regional Sales Manager - Central US & Canada

  Sep 2012 - May 2013

  West Unified Communications Services provides communication services and solutions with a focus on unified communications.

  • Led a field sales team of 16 across a 12-state/province territory, closing $500k in ARR in new business across 3 logos as an Overlay Sales Leader focused on Unified Communications products.
  • Developed and implemented strategies that ensured the sales team consistently met or exceeded revenue targets, driving significant growth for InterCall’s Unified Communication portfolio.
  • Added revenue to assigned business segment selling through a variety of sales activities (e.g., networking, prospecting, seeking referrals, working marketing leads, etc.) and brought sales activities to a close to meet established revenue targets
  • Optimized each contact with new and existing clients providing clients with the highest standard of customer service through the sales cycle Initiated the sales process, making sales presentations to sales prospects
  • Established an on-going working relationship with corporate partners and prospects continuously striving to improve the business relationship

• Intrado (formerly InterCall/ West Unified Communications Services)

  Global Account Executive

  Feb 2011 - Sep 2012

  InterCall is a provider of conferencing and collaboration solutions.

  • Achieved 149% of quota in 2012, growing the account base by 313% and generating over $2.3 million in annual revenue.
  • Managed and developed key accounts within Louisiana and North Houston, including Huntsman International, Roper Industries, Amedisys, and Superior Energy.
  • Established and maintained strong relationships with key accounts, ensuring high levels of customer satisfaction by addressing technology gaps and cost reduction initiatives.
  • Presented tailored solutions to C-level executives (CIO, CTO, CFO, CMO) and department directors, demonstrating tangible ROI from hosted collaboration solutions.

• Elite Investment Properties, LLC

  Owner/ Property Manager

  Jan 2008 - Dec 2011

  • Developed and implemented marketing programs to establish a brand name within the St. Louis South City community
  • Bought and renovated four income properties creating a company with a net worth of over $1M
  • Analyzed market trends and demographics to determine rental rates
  • Designed floor plans to maximize square footage at minimal cost
  • Managed contractors to meet construction schedule deadlines and maintain budget
  • Interviewed, hired and trained leasing staff
  • Supervised leasing and maintenance staff
  • Acquired and installed a new property management software system
  • Created an online presence by implementing a new web site and improving placement on the Internet

• DPI

  Sales Support - International Accounts & Corporate Incentive Programs/ Sales Manager: Latin America

  Jan 2006 - Jan 2008

  DPI provides services and solutions to various industries.

  • Prepared profitability reports used to develop retail program pricing
  • Doubled customer base for the Latin America Division
  • Promoted new product placements in customer incentive programs
  • Inside sales for special market client incentive programs
  • Maintained online product catalog for representative groups
  • Managed trade show booth placement and installation of the product display (CES, PPAI, Motivation Show, True Value Fall Market)
  • Prepared sales forecast analysis to support management of inventory stocking levels
• 

  MDU Resources Group, Inc.

  Account Manager

  Jan 2005 - Jan 2006

  MDU Resources provides a range of energy delivery and construction services operating across the United States.

  • Marketed Voice over Internet Protocol (VOIP) telephone systems and financing plans to medium-sized companies
  • Sold technical product directly to decision making executives using a cost-savings and payback model