Paul Citarella

Paul Citarella is currently the EVP of Business Development & Strategy at RoadSync. Prior to this, they served as the Chief Revenue Officer at Microf from November 2018 to January 2021. Paul was hired as a consultant to create and implement a Go-to-Market plan to drive growth, with an initial agreement of 90 days. However, over the course of two years, they focused on five key areas: product management, digital marketing, sales, lead generation, and sales tracking.

Some of their highlights include creating and launching a new lending platform for the HVAC industry (Spectrum AC) that supports multiple lenders with unique solutions for every credit type, from the super-prime homeowner to the sub-prime. In just the first five months, this achieved rapid market adoption with over 200 contractors. Paul also designed, tested, and implemented a new inside sales model that included BDRs and closers. This new model grew 122% in the first six months and exceed plan. Additionally, they developed a rateable lead generation process using an 8-touch sales and marketing approach. Lastly, they ran the Direct to Consumer Digital Channel where they achieved year-over-year growth on 40% less spend. Plus, they implemented Salesforce.com for activity management and pipeline reviews.

Paul Citarella has a BS in Marketing from the University of Arizona and a certificate in Banking from New York University.

Paul Citarella reports to Robin Gregg, CEO. and Timothy Wallace - VP, Sales reports to Paul Citarella. They are on a team with Kevin Phillips - CFO, Chris Forshay - Chief Revenue Officer, and Krystl Black - VP, Growth & Marketing.