Software Subscription Business Development

Position Summary

When you work at Daktronics, you’ll be part of something amazing. We design, engineer, manufacture, and support bold, eye‑catching digital LED display technology and audio systems that bring excitement to professional, college, and high‑school games. Our products attract customers worldwide and provide direction for people as they travel, work, and play.

The Software Subscription Business Development role is responsible for the commercial success and growth of Daktronics’ software and subscription services portfolio, including control software, content tools, data‑driven applications, analytics, managed services, and future SaaS offerings.

This role owns the business strategy, ROI justification, packaging, positioning, and go‑to‑market execution for all software and subscription services. Working closely with Product Management, Global Sales, Services, IT, Finance, and Marketing, this leader ensures Daktronics’ software solutions are customer‑centric, scalable, operationally supported, and positioned to drive recurring revenue and long‑term customer value.

The role acts as the connective tissue between market needs, product strategy, commercial execution, and internal systems enablement.

• Own Daktronics’ software and subscription services business strategy across all market segments (Professional Sports, Colleges, High School, Transportation, Live Events, International, and emerging markets).
• Develop and maintain business cases, revenue models, and ROI analyses for each software and subscription offering.
• Partner with Finance to establish ARR, adoption, margin, and attach‑rate targets.
• Evaluate new opportunities and enhancements to ensure alignment with Daktronics’ long‑term growth strategy and installed base expansion.

• Develop a deep understanding of Daktronics’ customers, venues, operators, and end users, including how they use software before, during, and after live events.
• Partner with Software Product Management to ensure solutions are designed around real customer workflows, operational needs, and monetization opportunities.
• Translate customer and market insights into clear value propositions for each solution.
• Monitor competitive landscape (fan engagement platforms, control systems, content tools, analytics, third‑party SaaS providers) to guide strategic decisions.

• Define and own software and subscription packaging strategies, including:
  • Tiered offerings
  • Bundled solutions (hardware + software + services)
  • Market‑ or customer‑segment‑specific packages
• Partner to establish subscription pricing, licensing models, and renewal structures.
• Ensure offerings are easy to explain, easy to sell, and clearly differentiated.
• Continuously refine packaging based on customer feedback, adoption data, and sales performance.

• Create sales enablement tools that help Daktronics’ sales teams clearly communicate software value, including:
  • Value‑based messaging
  • ROI calculators and business case tools
  • Competitive positioning
  • Use‑case storytelling tied to venue outcomes
• Partner with Sales Leadership to define quarterly and annual software sales targets and go‑to‑market focus areas.
• Support strategic sales opportunities and executive‑level customer engagements as needed.
• Ensure software is positioned as a core component of Daktronics’ total solution, not an add‑on.

• Partner with IT, Operations, and Services to ensure Daktronics has the right systems to support:
• Customer access and entitlements
• Subscription provisioning and renewals
• License management and usage tracking
• Reporting and performance visibility
• Advocate for tools and processes that improve:
• Customer onboarding
• Software adoption
• Renewal and expansion workflows
• Ensure internal teams can efficiently sell, deliver, support, and scale software subscriptions.

• Provide quarterly and annual business updates to executive leadership on software and subscription performance.
• Track progress against targets…