Dale Hopkinson has 20 years of experience turning software into revenue for technology companies. He has owned cloud transformation and monetisation strategy for business lines generating over $100M in revenue and is currently the Director of Growth at Thales Software Monetization.

He has supported transitions across industrial automation, robotics, and enterprise technology working with industrial companies navigating the shift from hardware-led business models to scalable, recurring software revenue. A regular speaker at Automate, ISA, and Automation World, Dale is frequently quoted by industry analysts on software monetisation, pricing architecture, and business model transformation.

He has launched 11 products and led subscription transitions at scale, designing the commercial models that move companies from one-time hardware sales to defensible, recurring revenue streams.

Dale brings the rare combination of analytical rigour and operational experience with real case studies from companies that have already made the transition from selling machines to selling outcomes.