Trim silver skin or hard fat from the roast if necessary, pat it dry, and season it with salt. Rub it with Worcestershire sauce (or Dijon mustard) so the rub sticks.
Mix smoked paprika, garlic and onion powder, black pepper, thyme, rosemary, mustard powder, and ground cumin in a small bowl. Use your hands to press the rub evenly onto the roast, then let it rest at room temperature for about 30 minutes (or let it marinate in the fridge for 2-12 hours).
Preheat the smoker or pellet grill to 225°F (107°C). If using a charcoal grill for smoking, position the charcoal on one side to create a hot side, leaving the other side with indirect heat. If using a pellet grill, check the hopper to make sure it has enough pellets.
Place the roast directly on the grates. Close the lid and smoke it until the internal temperature reaches the desired temperature (2-3 hours).
Medium-rare: 125-130°F (50-55°C), medium: 135-140°F (57-60°C). Since it's a lean cut, you won't want to dry it out by going much higher.
Once the roast has reached the correct internal temperature, remove it from the smoker. Let it rest for 15-20 minutes so the juice can reabsorb into the roast.
Slice the roast against the grain, and enjoy.