Samuel Tapsell

Enterprise Impact & Performance Highlights

UK, DACH, Middle East | Full-Cycle, Regional Ownership

• Hired to build and scale enterprise cybersecurity revenue across DACH, Middle East, and UK, owning full regional strategy from outbound pipeline creation through close and post-sale expansion.
• Led end-to-end enterprise sales cycles for cybersecurity SaaS solutions, selling to CISOs as our typical economic buyer, and senior security executives, directors & managers as the champions.
• Developed and executed region-specific go-to-market and outbound strategies, aligned to local regulatory, risk, and security maturity considerations across EMEA.
• Navigated complex enterprise buying committees, engaging economic buyers while multi-threading with security, IT, legal, procurement, and compliance stakeholders.
• Acted as a trusted advisor to senior security leadership, aligning solutions to board-level risk reduction, regulatory compliance, and enterprise security transformation initiatives.
• Sold across the full cybersecurity ecosystem, working closely with Blue Teams, SOC leaders, Red Teams, Threat Intelligence, Security Engineering, and Incident Response teams to validate technical fit and operational impact.
• Partnered with Solutions Engineering to run security-led discovery, threat-based value positioning, proof-of-value engagements, and executive-level presentations.
• Collaborated cross-functionally with Product, Marketing, Legal, and Customer Success to accelerate deal velocity, ensure enterprise readiness, and drive long-term account growth.
• Owned forecasting, account planning, and pipeline management for long-cycle, high-value enterprise cybersecurity deals.
• Achieved quota attainment, delivering over £1m ARR in net-new and expansion revenue across enterprise cybersecurity accounts.
• Closed strategic enterprise cybersecurity logos including just a few examples from recent quarters: Deutsche Bank, UBS, Rolls Royce, BMW, Audi, Puma, RWE, MOD, RSAF, MEWA ME, Indra, Adidas, SANS ME, Allianz, Thales, Rheinmettal, Siemens Energy, Swiss Post, Volkswagen, Bechtle, Telefonica, Munich Airport, Kyocera, Continental, ABB, Kion, Deloitte, E-on, Henkel, Deutsche Bahn, Siemens.
• Increased average enterprise deal size from £20,000 to £85,000 by positioning platform value, and enterprise-wide security rollouts.
• Improved regional Net Revenue Retention (NRR) by over 20% through structured expansion strategies across SOC, threat intel, and security operations teams.
• Shortened enterprise deal cycles from by over 10% improving qualification, champion qualification/enablement, buyer alignment, and procurement engagement with MAP builds.
• Generated 40% of enterprise pipeline through outbound, account-based selling targeting security leadership and high-risk enterprise environments, self planned events.
• Established a repeatable enterprise cybersecurity sales motion for the region, improving win rates, forecasting accuracy, and regional predictability.
• Influenced product roadmap through direct feedback from CISOs, SOC leaders, and threat teams on detection coverage, integrations, and enterprise requirements.
• Supported MSSP, channel, and partner-led motions to expand enterprise security footprint across EMEA.
• Mentored SDRs and junior AEs on cybersecurity personas, threat-led selling, and multi-threaded enterprise deal strategy.

As an accomplished Enterprise Account Executive with a specialization in selling cutting-edge software solutions for Cybsafe, I have consistently delivered exceptional results in driving revenue growth and forging strong client relationships. With a demonstrated track record of exceeding sales targets, I have leveraged my understanding of cybersecurity challenges to effectively communicate the value and benefits of Cybsafe's software to enterprise-level clients. My strategic approach to account management has enabled me to identify and capitalize on new business opportunities while ensuring customer satisfaction remains at the forefront of every engagement. I take pride in my ability to build trust with key stakeholders, tailor solutions to address unique organizational needs, and deliver impactful presentations that showcase the software's capabilitiy, I have contributed significantly to Cybsafe's market expansion within the UK and established myself as a top-performing Enterprise Account Executive working exclusively on new direct business within the enterprise space.

Responsibilities And Experiences

• Selling complex solutions at C level across the enterprise, Fortune 500/Global 2000, mid-market/SME, and the public sector in the UK & Middle East. Working as a trusted advisor for clients at all levels of the organization. Building and strengthening relationships with new and existing accounts to drive revenue growth.
• Working closely with economic buyers to consistently demonstrate value and present solutions to address business pains/challenges.
• Analyse cyber security trends to perform relevant and successful prospecting. Capitalize on emerging trends within target verticals by always being the subject matter expert.
• Carry genuine curiosity to always go deeper and effectively question clients to better understand real value/pain points. Asking appropriate questions to identify prospects' needs and pinpoint optimal solutions
• Always qualifying to understand the process and chances of success at every stage of the sales cycle with how we get there.
• Provide an updated, accurate forecast with a 6-12 month outlook every week based on sales methodologies categorized into commit/expected/best case. Reviewing and pressure testing the pipeline.
• Ensuring relevant CRM systems are continuously updated with accurate data.
• Build and facilitate customer POC/POV supported by metrics against agreed success criteria. Taking a consultative approach to truly understand the value and how we can tangibly prove this and the process from a successful POV to close.
• Challenging and educating our customers/prospects to help them understand the positive business impacts/outcomes of using new innovative technology. Building urgency from day one relating the solution back to the pain.
• Running client demonstrations on my own or as a team. Articulating and demonstrating product concepts and offerings to clients in easily understood terms aligned with the customer's pain points.
• Map out target customers and verticals to build an actionable plan to get in front of the right people using influence/champions. Mapping resources to the most valuable opportunities (Forecasted opportunities or prospects)
• Foster relationships with key clients to maintain an increasing net client retention rate. Delivering on annual renewal quotas to retain key customers. Working closely with my accounts to ensure a successful cycle and realized value by the customer.
• Completing and submitting tender proposals/bids whilst leveraging the channel for success.
• Experience building successful direct business cases and proposals demonstrating a clear ROI or business impact. Consulted with the clients on business issues and developed innovative proposals.
• Building relationships with and onboarding new strategic partners, resellers, and distributors across the US, EMEA, APAC. Developing and implementing strategic account plans to generate new, advantageous customers
• Working with channel partners globally to deliver new campaigns to create new customer meetings and drive new pipeline growth. Supporting channel partners throughout the entire deal cycle to ensure success.
• Coach, support, and develop a team of sales development representatives to play an important role in boosting pipeline growth.
• Own the control the entire sales process, end to end from prospecting to execution.
• Developing highly qualified pipeline against weekly self-set targets using multiple sales penetration techniques. Pursuing a minimum of $60,000 per week to provide enough coverage to exceed quota.
• Liaise between legal, project management, and customer success teams to deliver on contracts within pressured time frames within the forecast.
• Negotiating prices, terms of sales, and service/SaaS agreements
• Handle objections effectively from early on in the sales process through to execution as and when they arise.
• Perform effectively in a self-directed work environment, managing day-to-day operations and decisions.

Achievements/Highlights

• Achieved quota attainment every year, delivering over £3m ARR in net-new and expansion revenue across enterprise cybersecurity accounts.
• Closed strategic enterprise cybersecurity logos including the likes of:

Admiral, Fidelity, UK MOD, Telefonica, Vodafone, Norton Rose, Hastings, GIC, Riyad Bank, UAE exchange, Goldman Sachs, Three, Equifax, NTT, DLA Piper, Aviva, National Grid, Paysafe, Lloyds, Coventry BS, Kuwait Finance house, IBM, Grant Thornton, AB foods, Marks and spencers, Johnson Matthey, Whitbread, Investec, Close Brothers, Bupa, SMBC, Softcat, Intertek.

- Sales Representative of the Year - 2 years running. (2020/21 & 2019/20)

- Consistently exceeded annual sales targets every year. Recent - 2021/2022 at 103% 2020/2021 at >350%. 2019/2020 at 130%

- Secured over 60 net new client accounts/logos globally.

- I have generated and executed record-breaking sales including complex, multi-solution contracts upwards of £1-£2Million with new enterprise and government clients.

- Key team member involved in the hyper-growth from seed through a successful series C by increasing ARR year on year.

- Entered a new region to build net new qualified pipeline and boost ARR from scratch.

- Built and developed a successful SDR operation to prove a new model and replicate that success globally

- Key member in building out a new channel partner model and worked to onboard/enable new partners.

Ongoing Involvement and Additional Outcomes

How to transform a perceived nice to have into a business need - How to drive urgency throughout the sales process - A measurable sales process - A means to analyse the sales process and effectiveness of the sales force - Consistency and repeatability in performance across the growing salesforce - An increasing average new deal size - An expanding upsell deal size from existing customers - A measurable improvement in quarter to quarter sales productivity - Evaluated sales processes to generate targeted improvement strategies - Objection handling 101.

Being part of the Journey - Milestones

- <£1m ARR to £25m<

- 15 Employees to 250/300

- 2 person sales operation to 80<

Technology Stack Experience

- Hubspot, Salesforce, Salesloft, Gong, Clari, GaggleAmp, InsightSqaured, E4Enable, Outreach, Zoominfo, Lusha

Methodologies Experience

MEDDICC/MEDDPIC/MEDDIC, RAMPACT, BANT, SPIN, Hoffman, Challenger approach, Andy Bounds, Value/Solution selling, PACCT.

Flow state.

• Exceeded monthly sales targets through exceptional customer service and excellent deal-closing abilities.
• Demonstrating comprehensive product knowledge to provide customers with helpful, thorough insight.
• Trained and mentored junior sales executives to produce high-performing sales teams.
• Maximized profit by achieving incremental sales opportunities.
• Established client's financial position and proposed most suitable purchasing options to meet financial targets.
• Drove end-to-end sales process from meet and greet to vehicle handover
• Applied effective sales prospecting strategies, including telephone prospecting, networking, databases.

• Oversaw delivery of exceptional customer service standards throughout.
• Motivated team members to meet sales targets through attainable goal-setting and high-performing staff rewards.
• Sourced, recruited and trained sales employees.
• Maximised profit by achieving incremental sales opportunities through the sale of warranty, service plans, options and accessories, generating additional sales.