Results-Driven GTM Planning & Analytics Leader
Resume:
William
Salinas
Manager, GTM
Planning and
Analytics
Driving Data-
Backed Growth
Address:
Round Rock, TX 78681
Phone:
Email:
***********@*****.***
LinkedIn:
https://www.linkedin.com/in/
william-salinas-4480b46/
GitHub:
https://github.com/wsalinas
VBAPro
Skills and Tools:
Excel
SQL
Python
Power BI
VBA Macros
Anaplan
Tableau
Salesforce
HubSpot
NetSuite
Workday
Adaptive Planning
Pigment
Claude AI
ChatGPT
Gemini
Granola
Pricing Strategy
Financial Modeling
ROI & ROAS Analysis
Results-driven analytics leader with over 18 years of experience driving GTM financial strategy, sales performance optimization, and scalable reporting across SaaS and technology-driven organizations. Specializes in predictive modeling, CAC and LTV tracking, and dynamic pricing to maximize growth and profitability. Proven ability to build efficient reporting frameworks, automate financial processes, and deliver actionable insights that shape strategic decisions. Passionate about leveraging advanced analytics, cross-functional collaboration, and automation to solve complex business challenges. Highly proficient in SQL, Python, Power BI, and advanced financial modeling to enhance decision-making and forecasting accuracy.
Experience
Tricentis, Austin, TX
Manager, Go-to-Market Planning & Analytics 12/2022 – Present
• Drive marketing and GTM financial planning, forecasting, and KPI tracking that support $81.7M in new business bookings in 2023 and $101.5M in 2024, achieving a 24% YoY increase and enhancing CAC, LTV, and payback period visibility.
• Partner with Sales and Marketing leadership to analyze marketing campaign ROI, optimize territory planning, and align GTM spend with revenue targets.
• Build and maintain automated marketing performance dashboards using Power BI, Tableau, and Excel to reduce manual reporting by 30% and boost executive visibility into campaign outcomes and KPIs.
• Collaborate with Sales, Marketing, Product, and Finance teams to refine GTM strategy, pricing models, and resource allocation.
• Lead marketing funnel analysis to identify underperforming segments, optimize lead flow, and improve customer acquisition cost efficiency.
• Utilize SQL, Python, Tableau, and custom VBA macros to streamline marketing analytics reporting, improve forecasting accuracy, and drive data-driven GTM decisions.
• Deliver quarterly reforecasts and marketing performance summaries for executive leadership and private equity stakeholders, guiding strategic decision-making and supporting long-term growth plans.
• Partner with marketing operations to assess lead quality by channel, improve CRM adherence, and ensure marketing investments align with pipeline goals.
• Develop advanced marketing models to track campaign-level CAC, payback periods, and LTV trends across regions and customer segments.
Dell Technologies, Round Rock, TX
Pricing Advisor, Financial Analyst 09/2019 – 11/2022
• Lead pricing strategy and GTM investment decisions for deals up to $22M, balancing profitability and customer acquisition goals across multiple marketing and sales channels.
• Develop SQL-based analytics and Tableau dashboards for real-time revenue forecasting, pipeline performance, and GTM planning.
• Build dynamic pricing and marketing performance models security software to empower executive decision-making and optimize marketing budget allocation.
• Deliver customized pricing and marketing ROI analyses aligned with evolving GTM strategies and provided scenario modeling to support strategic growth.
• Automate pricing workflows and campaign reporting using Excel VBA, reducing quote generation time by 40% and enhancing marketing efficiency.
• Lead pricing and marketing investment trade-off discussions during executive deal reviews, presenting financial impact analyses and scenario-based recommendations.
• Standardize pricing and marketing review templates and automated monthly reporting to increase accuracy and streamline GTM processes.
William
Salinas
Manager, GTM
Planning and
Analytics
Driving Data-
Backed Growth
Address:
Round Rock, TX 78681
Phone:
Email:
***********@*****.***
LinkedIn:
https://www.linkedin.com/in/
william-salinas-4480b46/
GitHub:
https://github.com/wsalinas
VBAPro
Skills and Tools:
Excel
SQL
Python
Power BI
VBA Macros
Anaplan
Tableau
Salesforce
HubSpot
NetSuite
Workday
Adaptive Planning
Pigment
Claude AI
ChatGPT
Gemini
Granola
Pricing Strategy
Financial Modeling
ROI & ROAS Analysis
Experience (continued)
California First National Bank & Celtic Commercial Finance, Irvine, CA Senior Financial Analyst 11/2016 – 08/2019
• Assess credit and risk for high-capex commercial clients and provide financial recommendations that influence over $100M in strategic investment and pricing decisions.
• Lead executive-level GTM financial analysis, contributing to investment and profitability assessments for commercial financing.
• Build Excel-based forecasting and GTM planning tools to support financial tracking and speed up decision-making.
• Improve lending workflows by leading process improvements that enhance deal throughput and financial tracking.
• Structure and execute pricing and commercial agreements while ensuring regulatory compliance and alignment with profitability targets.
• Author pricing and underwriting documentation that supports financial audits and regulatory reviews.
• Conduct risk analyses and lead fraud detection efforts to protect financial exposure across customer portfolios.
• Use Excel (macros), SQL, and internal platforms to deliver detailed financial reporting and GTM financial assessments.
Imperial PFS, Orange County & Greater Los Angeles Area, CA Account Executive 02/2014 – 02/2016
• Manage a $27M premium financing portfolio and achieve 15% YoY sales growth through customer-focused GTM strategies and retention initiatives.
• Secure over $3.8M in new client financing across 67 new agency partnerships to expand market share and drive revenue growth.
• Close large commercial financing deals ($500K-$1.5M) using tailored GTM pricing structures aligned with profitability and growth targets.
• Negotiate program pricing with underwriting teams to optimize financial performance and resource allocation.
• Train multi-state agency partners on digital platform adoption to increase digital quoting and payments by 30%.
Leadership Development Associate 06/2012 – 02/2014
• Complete an 18-month cross-functional finance and operations program, leading profitability analyses, credit reviews, and GTM process improvements.
• Conduct financial variance analyses and profitability assessments that improve pricing and credit decisions.
• Lead CRM system training initiatives across branches to standardize GTM reporting workflows.
• Support internal service excellence initiatives that strengthen cross-functional GTM collaboration and operational efficiencies.
Education
University of Houston, C.T. Bauer College of Business, Houston TX Bachelor of Business Administration in Finance 2008
Contact this candidate