Sugato Deb, PhD, MBA
Digital Engineering / Transformation Leader | C-Suite Trusted Advisor, Business Value Consultant, AI Practitioner | Buying Journey, GTM, Revenue Enablement Expert | Featured in HBR, Forbes, Gartner, SAMA Thought Leader
An industry-recognized leader in digital transformation and digital engineering, I help enterprises generate double-digit growth and achieve a competitive edge through Strategically Influencing Customer Decision Journeys and Improving Sales Effectiveness.
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►DIGITAL TRANSFORMATIONS OUTCOMES: Building 360 Organizational Alignment across multiple Stakeholders/Functions/Silos in F500 Companies; Baseline Analysis to Identify Highest Business Impact Areas to Improve Cost/Revenue, Time to Market, Quality; Data and Evidence-Based Diagnosis of Root Cause and Solution Approach; B2B diverse industry focus from F500 to smaller companies. ►BUSINESS VALUE CONSULTING: Built Business Value Consulting Organization and Customer Engagement Framework; Customer’s Total Cost of Ownership (TCO) and ROI Business Case Creation; Business and Technology Assessment Workshops; Cross-industry Best-In-Class Benchmarking; Design Thinking Approach Influencing Customer’s Decision Journey; Value Creation and Realization. ►SALES ENABLEMENT & GO-TO-MARKET (GTM): Business Insight “Challenger” Playbooks for Sales and Partners; Industry Business Value Flow Maps; TCO Analysis Models for Common Scenarios; Customer Success ROI Case Studies; Launched SAM and ABM Customer Engagement Programs using Value Selling; GTM Value Offerings using Jobs To Be Done (JTBD) approach. I have extensive leadership experience at Ansys, Microsoft, National Instruments, Trilogy, and Deloitte Consulting. CAREER HIGHLIGHTS: ► FEATURED as Best-in-Class in Harvard Business Review (HBR) article, “The New Sales Imperative,” (March-April 2017) and HBP publication, "How National Instruments Gets Access to the C-Suite“ ► SHOWCASED as best-in-class by Gartner/Corporate Executive Board (CEB) and Strategic Accounts Management Association (SAMA) for impact on strategic account growth. ► KEYNOTES AND WEBCASTS include SAMA: Business Value Assessments to become Trusted Advisors to Strategic Accounts; Gartner: Building Sales Playbooks for Growth; Gartner: A Discussion of NI’s Growth Simplification Toolkit; National Instruments' Test Leadership Forum, CXX Executive Forum. KEY SKILLS: Business Outcomes / Value Consulting; C-Suite Selling; Challenger Selling; Insight Selling; Sales / Buyer / Customer Enablement; Sales Playbooks; TCO/ROI/Payback; Total Cost of Ownership; GTM; Digital/Business Transformations; Customer Buying Journey; Customer Decision Journey; Sales Process; Strategic/Key Account Program; SAM/KAM/GAM; Revenue Growth; Management Consulting; Benchmarking Assessments; Win/Loss Analysis; Thought Leadership
GTM Index
- SYNOPSYSJOB
- Simulation and Analysis -…1Y 3M
Simulation and Analysis - Customer Business Value & Benchmarking Advisory, Digital Engineering
Synopsys Inc
• Lead business and technology maturity assessments for F500 customers on simulation enabled digital engineering and digital transformation. • Provide benchmarking advisory services to accelerate Product Development around AI enabled simulation, digital twin, ROM, MBSE, HPC, NPI, and sustainability. • Collaborate with Ansys Customer Excellence (ACE) to drive high ROI, accelerate Time-to-Market, and ensure Quality at customers. • Deliver multi-million dollar business impact with every customer assessment engagement
- ANSYSJOB
- Customer Success Executive…2Y 2M
Customer Success Executive - Customer Business Value & Benchmarking Advisory, Digital Engineering
Ansys
• Lead business and technology maturity assessments for F500 customers on simulation enabled digital engineering and digital transformation. • Provide benchmarking advisory services to accelerate Product Development around AI enabled simulation, digital twin, ROM, MBSE, HPC, NPI, and sustainability. • Collaborate with Ansys Customer Excellence (ACE) to drive high ROI, accelerate Time-to-Market, and ensure Quality at customers. • Deliver multi-million dollar business impact with every customer assessment engagement
- MICROSOFTJOB
- Dir, Customer Business Out…2Y 6M
Director, Customer Business Outcomes - Digital Transformation, Business Development & Industry GTM
Microsoft
Provide business strategy, financial impact and execution advisory services to F500+ C-suite customer executives on Digital Transformation using Cloud technology and services delivering step change Business Outcomes. High impact focus areas are co-creating joint digital marketplaces with customers, accelerating time-to-market by digitally transforming new product development (NPI/NPD), moving to product-as-a-service business model, optimizing new products ramp-up in production, agile manufacturing/ IoT Factory 4.0, resilient supply chain, product and process Digital Twins, simulation, HPC, Data AI/ML. Industry GTM focus are industrial, manufacturing - discrete and process, high technology,…
- NATIONAL INSTRUMENTSJOB
- Global Head, Business Impa…6Y 11M
Global Head, Business Impact Consulting Group, Key Accounts & Sales Excellence
National Instruments
With a focus on sectors that included Industrial, Automotive, Aerospace, Consumer, and Energy, planned, built, and scaled the Paid Business Value Advisory Consulting organization globally. • The organization was benchmarked among the top 10% of companies by Gartner Sales Executive Council and spotlighted in a Gartner HBR article. • Developed the knowledge and insights and built the framework that provided customers with best-in-industry Business and Technology benchmarking assessments; a Total Cost of Ownership (TCO) business case; targeted improvement analyses across cost/revenue, TtM, and quality/features. • Achieved consensus across departments and executive decision-makers by delivering…
- Dir of Business Impact Con…4Y 11M
Director of Business Impact Consulting Group, Strategic Development, Americas
National Instruments
• Within 4 months, mobilized a team of 6 volunteer NI Americas sellers skilled in business value selling to create a 1-Page Business Insight Playbook. • Partnered with Gartner/Corporate Executive Board on their industry-leading “Challenger Selling” approach to create and then operationalize the Playbook for Sales, which was showcased by Gartner. • Leveraged the Playbook to train NI sales and marketing resources on business value and insight selling at executive and operational levels. Achieved 70%+ adoption of playbook, surpassing industry average of 29% and best-in-class average of 42%, generating boost in win rates of 25% and 12% reduction in time to close. • Empowered 50+ Americas top s…
- Dir of Business Value GTM…5Y 11M
Director of Business Value GTM & Strategic Partnerships, Product Marketing
National Instruments
As deals grew from hundreds of thousands to millions of dollars in value, drove the transformation of content from product features-based selling at the engineer/user level to business value-based selling at the operational and executive levels. • Sponsored by EVP of Sales and Marketing, led a team of 8 across Sales and Product Marketing to document NI’s business impact on its customers. Conducted in-depth 360 interviews of customers, from executives to end-users, to develop scalable Business Impact Case Studies (BICS), demonstrating median customer ROI of 200% and Payback of 6 months. • Jointly sold BICS engagements to customer executives with NI Executive VP. Leveraging the BICS, sales se…
- Dir of Corporate Development4Y 11M
Director of Corporate Development
National Instruments
• Evaluated M&A opportunities for strategic growth. • Built and launched a new product partner program. • Established industry segment strategies in automotive and telecommunications.
- TRILOGYJOB
- Dir of Strategy & BD, Auto…1Y 11M
Director of Strategy & Business Development, Automotive
Trilogy
• Led strategy, business development, and value proposition development in the automotive sector. • Selling to automotive OEM CEO and company Board, facilitated closing of $100M opportunity.
- DELOITTEJOB
- Senior Management Consulta…1Y 11M
Senior Management Consultant - Strategy & Business Process Reengineering
Deloitte
• Experienced industry hire selected to develop new NPI consulting practice. • Business Strategy, New Product Development Strategy, Business Process Reengineering, and PLM/IT consulting.
- Job: Synopsys Inc — Simulation and Analysis - Customer Business Value & Benchmarking Advisory, Digital Engineering · 2025-07 – present · 1y 1mo — • Lead business and technology maturity assessments for F500 customers on simulation enabled digital engineering and digital transformation. • Provide benchmarking advisory services to accelerate Product Development around AI enabled simulation, digital twin, ROM, MBSE, HPC, NPI, and sustainability. • Collaborate with Ansys Customer Excellence (ACE) to drive high ROI, accelerate Time-to-Market, and ensure Quality at customers. • Deliver multi-million dollar business impact with every customer assessment engagement
- Job: Ansys — Customer Success Executive - Customer Business Value & Benchmarking Advisory, Digital Engineering · 2023-05 – 2025-07 · 2y 2mo — • Lead business and technology maturity assessments for F500 customers on simulation enabled digital engineering and digital transformation. • Provide benchmarking advisory services to accelerate Product Development around AI enabled simulation, digital twin, ROM, MBSE, HPC, NPI, and sustainability. • Collaborate with Ansys Customer Excellence (ACE) to drive high ROI, accelerate Time-to-Market, and ensure Quality at customers. • Deliver multi-million dollar business impact with every customer assessment engagement
- Job: Microsoft — Director, Customer Business Outcomes - Digital Transformation, Business Development & Industry GTM · 2020-09 – 2023-03 · 2y 6mo — Provide business strategy, financial impact and execution advisory services to F500+ C-suite customer executives on Digital Transformation using Cloud technology and services delivering step change Business Outcomes. High impact focus areas are co-creating joint digital marketplaces with customers, accelerating time-to-market by digitally transforming new product development (NPI/NPD), moving to product-as-a-service business model, optimizing new products ramp-up in production, agile manufacturing/ IoT Factory 4.0, resilient supply chain, product and process Digital Twins, simulation, HPC, Data AI/ML. Industry GTM focus are industrial, manufacturing - discrete and process, high technology,…
- Job: National Instruments — Global Head, Business Impact Consulting Group, Key Accounts & Sales Excellence · 2014 – 2020 · 6y — With a focus on sectors that included Industrial, Automotive, Aerospace, Consumer, and Energy, planned, built, and scaled the Paid Business Value Advisory Consulting organization globally. • The organization was benchmarked among the top 10% of companies by Gartner Sales Executive Council and spotlighted in a Gartner HBR article. • Developed the knowledge and insights and built the framework that provided customers with best-in-industry Business and Technology benchmarking assessments; a Total Cost of Ownership (TCO) business case; targeted improvement analyses across cost/revenue, TtM, and quality/features. • Achieved consensus across departments and executive decision-makers by delivering…
- Job: National Instruments — Director of Business Impact Consulting Group, Strategic Development, Americas · 2010 – 2014 · 4y — • Within 4 months, mobilized a team of 6 volunteer NI Americas sellers skilled in business value selling to create a 1-Page Business Insight Playbook. • Partnered with Gartner/Corporate Executive Board on their industry-leading “Challenger Selling” approach to create and then operationalize the Playbook for Sales, which was showcased by Gartner. • Leveraged the Playbook to train NI sales and marketing resources on business value and insight selling at executive and operational levels. Achieved 70%+ adoption of playbook, surpassing industry average of 29% and best-in-class average of 42%, generating boost in win rates of 25% and 12% reduction in time to close. • Empowered 50+ Americas top s…
- Job: National Instruments — Director of Business Value GTM & Strategic Partnerships, Product Marketing · 2005 – 2010 · 5y — As deals grew from hundreds of thousands to millions of dollars in value, drove the transformation of content from product features-based selling at the engineer/user level to business value-based selling at the operational and executive levels. • Sponsored by EVP of Sales and Marketing, led a team of 8 across Sales and Product Marketing to document NI’s business impact on its customers. Conducted in-depth 360 interviews of customers, from executives to end-users, to develop scalable Business Impact Case Studies (BICS), demonstrating median customer ROI of 200% and Payback of 6 months. • Jointly sold BICS engagements to customer executives with NI Executive VP. Leveraging the BICS, sales se…
- Job: National Instruments — Director of Corporate Development · 2001 – 2005 · 4y — • Evaluated M&A opportunities for strategic growth. • Built and launched a new product partner program. • Established industry segment strategies in automotive and telecommunications.
- Job: Trilogy — Director of Strategy & Business Development, Automotive · 1999 – 2000 · 1y — • Led strategy, business development, and value proposition development in the automotive sector. • Selling to automotive OEM CEO and company Board, facilitated closing of $100M opportunity.
- Job: Deloitte — Senior Management Consultant - Strategy & Business Process Reengineering · 1998 – 1999 · 1y — • Experienced industry hire selected to develop new NPI consulting practice. • Business Strategy, New Product Development Strategy, Business Process Reengineering, and PLM/IT consulting.
- School: University of Michigan - Stephen M. Ross School of Business — MBA, Corporate Strategy, Marketing
- School: Carnegie Mellon University — Ph.D., Mechanical Engineering
- School: Carnegie Mellon University — M.S., Mechanical Engineering
- School: Indian Institute of Technology, Bombay — B.Tech, Mechanical Engineering
Skills
Playbooks
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