Chris Muir

Chris is a veteran sales leader, published author and prolific public speaker, with over 30 years experience across a dizzying range of high-tech industries. In that time he’s had just about every customer conversation possible, but all of the recent ones have been about solving the inefficiencies of the modern workplace. As VP of Sales at Workiro, his focus is on understanding and solving the endemic problems like document management, digital collaboration and software integration. Chris advocates for simplicity, transparency, and flow: ensuring businesses don’t just digitise their problems but actually solve them.

Chris also knows NetSuite inside out, having worked directly at the firm as Sales Director leading three sales teams across multiple territories for almost six years. He played a significant role in the delivery of cloud ERP and transformation programmes for clients of all sizes, and delivered outstanding sales performance built on a deep understanding of the challenges faced by businesses using the NetSuite platform. That included working closely with companies as diverse as global equipment rental, UK infrastructure, student accommodation and oil and gas supply. Prior to that, he worked for a variety of businesses handling multi-million dollar contracts with global companies like Apple, IBM, Motorola.

He subsequently held a VP sales role at project-management startup Archdesk, introducing the tools, workflows and strategies to deliver sustained revenue growth in new territories, before stepping up to CRO at ProScope. Chris’s time at both businesses gave him particular insight into the global construction industry and the challenges that the sector faces with contractors, compliance and payment flow - and the benefits that come from solving those problems within NetSuite, rather than building overcomplicated solutions using different tools and software packages.

He takes a particular interest in building and nurturing high-performance sales teams, motivated by a commitment to understanding the problems customers face, and the way that platforms can solve them. It’s an approach that led his teams to repeatedly beat performance targets by over 100%, and set record-breaking revenue figures in multiple different territories. Throughout his work in the productivity sector, he has championed smarter digital workflows across sectors by finding and removing the bottlenecks that bedevil sales teams of all sizes. Regardless of the business size or sector, he’s seen the same problems of prospects lost in email accounts, wrong data in separate tools, and a disconnect between sales and the rest of the business - and huge improvements when they’re fixed.

Chris is the author of A Winning Strategy: Account Planning for the New Business World, which distilled his decades of practical experience into actionable insights for sales leaders, and serves as a non-executive director for an education startup. He is a frequent speaker on topics including process automation, document governance, and how to align technology strategy with business outcomes: his recent appearances include the B2B Symposium and the Ice Blue Sky Soapbox podcast. He holds management qualifications from the Chartered Management Institute, is a member of the Vocaso executive leadership network, and has been certified for Ethics in Sales by the Institute of Sales Professionals. He’s also a keen golfer, and previously ran his own golf academy.