Craig Lunsford
Vice President of Commercial Excellence
Craig Lunsford serves as Vice President of Commercial Excellence at RQM+, where he leads enterprise-level initiatives to elevate sales performance, enhance customer engagement, and streamline proposal and contracting processes. Craig is responsible for advancing the commercial infrastructure that supports scalable success—aligning systems, teams, and processes to deliver value at every stage of the customer journey. He plays a critical role in shaping the company’s go-to-market strategy, leveraging data insights to improve win rates, operational efficiency, and client satisfaction.
Prior to joining RQM+, Craig held multiple senior leadership roles at IQVIA, including Vice President of Customer Buying Experience, Head of Americas Proposals & Contracts, and Senior Director of Sales Force Effectiveness. Throughout his tenure, he was instrumental in transforming commercial operations on a global scale, implementing innovative solutions that optimized sales performance and deepened customer relationships. With more than 20 years of experience in finance, sales operations, and commercial effectiveness, Craig’s strategic vision and analytical mindset helps driving growth while delivering a seamless client experience.