William "Doug"
Parker
Trained at headquarters. Earned my way to the field. Brought back to lead.
Pella selected me for their sales development program out of college, one of four that year. I earned my way to the field, took on a player-coach Territory Lead role, and finished Top 20 nationally with 17% overall growth. That track record brought me back to headquarters to build the Sales Operations systems behind 400 reps and $14.4M in annual payouts.
WHERE I ADD VALUE.
I've carried the bag and built the systems behind it.
Sales Operations
Your comp program is broken, manual, or built on a vendor you're overpaying for. The infrastructure behind your sales org isn't keeping up with the business.
CRM Adoption
You rolled out Salesforce and the field still isn't using it the way it was designed. Pipeline data is unreliable and the tool isn't doing what you paid for.
Field Sales
You need a sales leader or rep who has actually carried a number. Someone who knows what the field looks like from the inside and can perform and develop others doing it.
THE WORK.
Three problems. Three outcomes.
Built the comp program, then replaced the platform it ran on.
Took over a sales operations program covering 65 reps and $1.5M in incentive compensation. Scaled to 400 reps and $14.4M through process improvement and data infrastructure build-out as Pella grew its national accounts and franchise teams. Replaced the vendor platform with an in-house model. $300k saved annually, improved sales incentive reporting and spend forecasting, zero payroll errors through the transition.
Drove Salesforce adoption across 31 branches after the rollout stalled.
Drove Salesforce adoption across franchise, specialty dealer and big box networks through targeted training and user enablement. Turned a stalled rollout into a workable tool with strong pipeline management and trusted KPIs. Served as the Sales voice in daily IT stand-ups, translating field feedback into go-to-market workflow changes and data governance policy. Impact score: 4.98/5 across 107 sessions.
Promoted into a player-coach role and led a $12M territory to Top 20 nationally.
Took on a player-coach role in a B2B territory while carrying a full book of business. Monthly field visits, biweekly 1:1s, performance management evaluations submitted to corporate. Led a 2-rep team to the 2021 Sales Achievement Award — all three territories recognized Top 20 nationwide, 17% regional growth, #1 in core product sales.
FIVE PROGRESSIONS. SIX YEARS. ONE COMPANY.
All progressions at Pella Corporation. Trained at headquarters, earned my way to the field, brought back to lead.
Sr. Sales Incentive Specialist
Corporate Headquarters · Pella, IA
- Took over a sales operations program including 65 reps and $1.5M in incentive compensation; scaled to 400 reps and $14.4M through process improvement and data infrastructure build-out.
- Replaced the third-party comp platform with an in-house model, saving $300k annually with improved sales incentive reporting, spend forecasting, and zero payroll errors through the transition.
- Led cross-functional implementation from requirement scoping through go-live, including tool enablement, analytics, and governance.
Sales Enablement Systems Specialist
Corporate Headquarters · Pella, IA
- Drove Salesforce adoption across franchise, specialty dealer and big box networks through targeted training and user enablement, turning a stalled CRM rollout into a workable tool with strong pipeline management and trusted KPIs.
- Served as the Sales voice in daily IT stand-ups, translating field feedback into go-to-market workflow changes, roadmap priorities, and data governance policy.
- Created and led Office Hours: 107 one-on-one coaching sessions across 31 branches, 4.98/5 impact score, format later scaled to other digital teams.
Sales Territory Lead
Portland, Maine
- Took on a player-coach role in a B2B territory while carrying a full book of business: monthly field visits, biweekly 1:1s, team leadership, and performance management evaluations submitted to corporate.
- Led a 2-rep team to the 2021 Sales Achievement Award where all three territories were recognized Top 20 nationwide, with 17% regional growth and #1 in core product sales.
- Built Salesforce pipeline dashboards and sales analytics reports for the regional team ahead of the enterprise rollout, later adopted and scaled org-wide.
National Accounts Sales Rep
Portland, Maine
- Grew B2B installed sales channel 24% in 2020, outpacing in-store by shifting partner focus toward higher-margin selling opportunities.
- Hit quota with 7% overall category growth in the first full year, top tier of the national sales rep population.
Sales Development Program
Corporate Headquarters · Pella, IA
- Joined via Pella's competitive national sales development program, one of four selected nationwide.
Texas Tech University
B.A. Advertising · Lubbock, TX
HOW I WORK
Six years, five progressions, one approach.
MY PROCESS
Get in front of the people closest to the problem before forming an opinion. The real situation is rarely what the report says.
Separate the real problem from the assumed one. Most people skip this step and wonder why the solution didn't hold.
Build a solution that fits the actual problem. Simple enough that the people running it can own it without me.
Put it in front of the people who have to use it before it goes live. Their buy-in is the real green light.
Deliver, measure, adjust. Clear ownership from day one so nothing drifts after I hand it off.
How I think
I lead with the concept, build the structure to hold it, check the math, and make sure people are with me.
Default
Under pressure
Team clarity and process hold first. The big idea comes back after.
How I show up
Direct and decisive. I drive early alignment, then protect delivery with clear ownership.
Let's Talk
If you need someone who has carried the bag and built the systems, I'm easy to reach.
Pella gave me every version of the job: field rep, territory lead, headquarters. If that's the kind of background you're looking for, we should connect. Please reach out via the form or LinkedIn.