In a rapidly changing education technology market, sales leaders are being asked to do more than sell products. They must guide districts through new approaches to instruction and technology adoption. For Rich Watson, Chief Revenue Officer at Amira Learning, success begins with acting as a trusted advisor who helps customers navigate change with confidence.
“Our sales motion focuses on guiding and educating customers around the next level of curriculum personalization,” Rich explains. “We can only do that with deep segment expertise.”

That philosophy defines how Rich and his team go to market. Their approach builds trust through structure, collaboration, and continuous learning. He outlines four key strategies that help Amira’s team align around expertise and consistency.

A Journey-Oriented Sales Process

Amira’s sales process begins with persuasion grounded in education. The goal is not to push a product but to help customers understand a new paradigm: the shift from adaptive to AI-based instruction. This approach focuses on showing districts how personalized instruction can transform reading outcomes. Each conversation emphasizes education and evidence, ensuring that trust is built from the very first meeting.

Shared Sales Playbooks

Consistency is essential. Amira continually refines its shared sales playbook to capture best practices and define clear exit criteria for every stage of the sales cycle. This shared framework ensures that all team members speak the same language, deliver the same value messages, and maintain a unified experience for each partner.

Continually Build Skills

Coaching is a daily habit, not an occasional activity. Front-line managers at Amira use call and forecast intelligence tools to guide peer-to-peer coaching sessions. This creates a feedback loop that strengthens individual skills, builds team confidence, and ensures continuous improvement across the organization.

Develop Segment Expertise

Amira’s teams are structured around four distinct district tiers, including less than 5,000 students, 5,000 to 10,000 students, 10,000 to 25,000 students, and more than 25,000 students.

Each segment has specific challenges and priorities, as well as important differences in key buyers and the buyer committee. Marketing, sales, and customer success teams collaborate closely within these tiers, ensuring every interaction feels relevant, informed, and supportive.

In conclusion, Rich Watson’s approach to selling is about trust through expertise. By focusing on education, structure, and continuous development, Amira Learning has built a sales organization that serves as a true partner to its districts. It is an approach that turns every sales conversation into a shared journey toward better outcomes for educators and students alike.