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JOHN COSTE

SVP/VP/Director Business Development
Sales Operations | Revenue Development | 
Market Expansion

Dynamic and results-focused executive with a successful history of driving business development and sales initiatives across diverse industries, demonstrating expertise in orchestrating efforts to establish key partnerships, expand market presence, and generate revenue. Known for leading matrixed teams, negotiating high-stakes deals, and innovating business models for sustainable success. Adept in developing startup and entrepreneurial organizations and navigating complex financial landscapes. Strong leadership, relationship-building, and negotiation skills, bringing a comprehensive background in enterprise sales, SaaS solutions, managed services, and digital infrastructure development.

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Currently located in Rancho Santa Margarita, CA.

Open to Remote, Hybrid, and On-Site.

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EXPERIENCE

EXPERIENCE

Jun 2022 | Jul 2023

Vice President, Business Development

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Implemented western region business development efforts for indoor distributed antenna systems (DAS) and communications infrastructure provider targeting 20-year partnerships with commercial developers, REITs, sports & entertainment, and tech campus venues, leading matrixed engineering and proposal development teams.

Mar 2021 | Jun 2022

Vice President, US Sales

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Headed North American sales development for startup Silicon Valley-based SaaS enterprise pioneering AI-enabled technical data collection automation software.  Directed sales strategy and enterprise sales efforts, pricing models, channel strategies, CRM development, and forecasting supporting investor and Board presentations with the founder/CEO.

Feb 2020 | Mar 2021

CEO/Head of Business Development – Tower Infrastructure

Headed startup communications tower infrastructure developer, creating launch plan, overseeing site development, sales, and investor relations. Executed strategic plans covering marketing, website, industry outreach, pricing and customer programs, vendor sourcing, lease negotiations, and the initial ground lease inventory. Performed all site acquisition, leasing, wireless carrier sales and build-to-suit program engagement and investor communications.

Jun 2019 | Oct 2019

Director, Enterprise Sales

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Led the US expansion for new DAS solutions unit targeting enterprises and building owners.

Nov 2018 - May 2019 | Oct 2019 - Dec 2020

Consultant

Provided independent consulting and project-based business development and infrastructure development services. 

May 2014 | Sep 2018

Executive Director, Business Development

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Led an 11-state team to expand the company's regional profile through strategic engagements, exhibitions, and partnerships.  Forged executive relationships, negotiated 20-year partnerships, and created a channel program to enhance lead generation and client relationships.

Apr 2012 | May 2014

Director, Business Development

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Relocated to lead western region business development, heading matrixed team pursuing 20-year partnership deals with premier venue owners.

Jan 2010 | May 2014

Director, National Strategic Relations

Led national acquisition team securing infrastructure development rights with public agencies, utilities, and private owners for new technical infrastructure (DAS) unit, heading team development, budget, and vendor performance.

Results

RESULTS

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180%

Achieved a 180% YoY revenue increase by transforming sales strategies, securing a 15% YOY sales boost via a major account acquisition, and deploying innovative SaaS technology across high-profile projects.

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$80M

Expanded a regional prospect pipeline by 3X, closing deals totaling $80M in lifetime revenues, innovating business models that generated 70% higher returns, and securing millions worth of partnerships.

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$35M

Led multi-year, complex sales negotiation, closing five-venue network deal worth $1.3M in annual revenues and $35M in lifetime revenue.

Expertise

EXPERTISE

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  • Business Development

  • Sales Leadership

  • Account Management

  • Market Penetration

  • C-Level Relationships

  • Operations Management

  • Territory Development

  • Team Building

  • Performance Development

  • Complex Sales, Negotiations & Deal Closure

  • Startups

  • Process Improvement

  • Pricing & Product Strategy

  • Public Presentations

  • Forecasting & CRM Management

  • Vendor Management

  • Investor Relations

  • Technical Infrastructure & SaaS

EDUCATION

EDUCATION

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(MA) Business Economics, Finance
(BA) Economics/Mathematics

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Meet Cynthia

MEET JOHN

Q & A

Q & A

Why did you choose your profession?

Wireless communications infrastructure was a new field, demanding skill at adapting to continuously evolving technology and never-ending challenges in bringing the solutions to market. Coming from a diverse background in finance, small business ownership and economic development, I found the opportunity to fly into uncharted territory to tackle the many missions very appealing.

Who is the one person who has done the most, to shape you into who you are today? How was the person significant to you?

I’ve gained knowledge and wisdom from every executive and leader with whom I’ve worked. What always struck me about great leaders is how they prioritize and care about people foremost, which creates the best results and enduring culture in any organization. This quality is imperative in my leadership aspirations.

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My college track coach imparted a piece of wisdom that has stayed with me since, inscribed on a plaque in his office:
“The 11th Commandment: Thou Shalt Not Take Thyself Too Seriously." Words to live by in business and life.

What has been the greatest accomplishment of your life so far? Is there anything you wish to do even better?

Looking back, it’s the surprising resilience I’ve shown to get back up from setbacks and keep persisting; the challenges I’ve faced even when afraid and unsure of myself, and the humility and humanity to know that nothing I’ve ever accomplished has been without the influence, wisdom and support of other people in my life and who have come before me.

How would your peers and team members describe your responsiveness as a leader?

I will never let a call for help, guidance or a shoulder to lean on in a time of need go unanswered.

Interests & Hobbies

INTERESTS & HOBBIES

Sax

TENOR SAXOPHONE

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60'S CLASSIC CARS

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WEIGHTLIFTING

CONTACT
Testimonials
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