Anita Palmer

Visionary
DISC Type : Ds

Chief Revenue Officer (CRO) at Sperber Landscape Companies

Herndon, Virginia, United States

Overview

Anita Palmer is a Chief Revenue Officer with over 20 years of experience scaling PE-backed B2B service companies. Holding a BBA from Penn State University, she specializes in M&A integration and revenue lifecycle management, having grown portfolios from $40M to over $150M. Colleagues consistently describe her as a "consummate professional" and an exceptional sales leader.

Anita is a vocal supporter of women in leadership and draws inspiration from her fathers work ethic as a farmer. She believes in fostering growth through empowerment and trust, valuing the dedication and resilience of her teams. Her personal reflections often tie back to lessons of hard work and perseverance.

Unique fact: She once expanded a national accounts departments revenue from $7M to $19M and later increased another portfolios revenue by over 80% in one year.

Personality Overview

Goal-Oriented

Direct & Assertive

Early Adopter

They are very professional in their approach and can weigh multiple perspectives together.  Reading between the lines and seeing beyond your words comes naturally to them. They exhibit a rare combination of being result-oriented but patient at the same time.

Topics They Care About

Scaling Revenue
Her entire career focuses on scaling recurring service platforms through disciplined revenue growth, from acquisition to retention and expansion.
M&A Integration
She has deep expertise in unifying fragmented companies after mergers, securing 100% client retention through major rollups, and holds a certification in M&A strategies.
Go-to-Market Strategy
She is often brought in to restructure GTM strategies for platforms undergoing significant scaling or change, focusing on discipline without disruption.

Media Appearances

@lawnlandscape featured our very own Anita Palmer, Chief Revenue Officer at Sperber Landscape Companies. Featured in Instagram

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Work History

5-2023
Chief Revenue Officer (CRO) at Sperber Landscape Companies
1-2021 - 5-2023
Executive Vice President at Sperber Landscape Companies
11-2014 - 1-2021
Vice President National Accounts at BrightView Landscape
11-2014 - 3-2016
Vice President Enterprise Sales at The Brickman Group
7-2011 - 10-2014
Director of National Accounts at TruGreen LandCare

Education

2018 - 2021
Bachelor of Business Administration (BBA) from Penn State University
2010 - 2012
Associate of Science (AS) from Northern Virginia Community College

More Information

Social Presence :

Prographics :

Exp : 20 Location : Herndon, Virginia, United States Job Level : Leadership Designation : Chief Revenue Officer (CRO) at Sperber Landscape Companies
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Insights For Selling To Anita

During A Call Or A Meeting

DO's

  • Use phrases like 'your team deserves', 'best in class' etc.
  • Stick to your standard pitch and qualifying script, don't try to wing it
  • Come across as a trustworthy professional and be respectful, they usually know their game

DONT's

  • Don't go over them unless you are left with no other option
  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Don't shy away from asking hard questions, but be extra polite

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anita is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Anita

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Anita move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Anita take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Anita

Personality Compatibility


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