SoftWave TRT
About Us
SoftWave TRT is a fast-growing medical device company revolutionizing regenerative medicine with FDA-cleared shockwave therapy devices used by top healthcare providers nationwide.
SoftWave is seeking a Director of Sales who can architect and scale a hybrid sales ecosystem, integrate digital lead-driven revenue, and lead growth while driving a cultural and performance transformation.
Mission: Scale SoftWave from $45M to $100M while building an accountable, high-performing sales organization that wins across cash-pay chiropractors, reimbursed provider markets, and enterprise/strategic partnerships, all powered by analytics, AI, and disciplined operating rhythms.
This Leader Will
- Build and manage inside sales, corporate/enterprise sales, and direct field reps.
- Reset culture, remove underperformers, and rebuild comp with CEO/CFO.
- Lead the shift from transactional selling to LTV-focused revenue models.
- Drive provider activation, utilization, and retention.
- Execute with AI-enabled precision across forecasting, funnel management, and rep analytics.
Key Responsibilities
- Scale Revenue to $100M
- Create the roadmap and operating model to double revenue within two years.
- Increase productivity per rep, expand enterprise pipeline, and grow activation-driven recurring revenue.
- Lead and Rebuild the Sales Organization
- Build and manage inside sales, enterprise/corporate programs, and direct reps.
- Reset expectations, enforce performance discipline, and remove underperformers quickly.
- Redesign comp plans to align behaviors with LTV, activation, and recurring revenue.
- Digital Lead Conversion & Inside Sales Buildout
- Convert 50%+ of demand coming from Google/Meta into qualified, sales-ready opportunities.
- Build a high-velocity inside sales team with response SLAs, scoring, and AI-assisted workflows.
- Enterprise & Corporate Expansion
- Establish the enterprise function: multi-clinic groups, MSOs, DSOs, sports organizations, large provider groups.
- Lead strategic negotiations and develop scalable programs that drive long-term value.
- Pipeline, Forecasting & AI-Driven Sales Operations
- Implement rigorous pipeline inspection and forecasting discipline.
- Leverage AI tools for rep performance scoring, coaching triggers, conversion modeling, and accuracy improvement.
- Provider Activation, Utilization & Retention
- Ensure every new provider is fully activated and achieving expected patient volume.
- Increase recurring revenue per device and raise the average provider LTV.
- Reimbursement Collaboration
- Collaborate with reimbursement leaders on CPT code strategies, coverage pathways, and medical economics messaging.
Success Metrics (Top 3)
- Provider activation & retention
- Digital lead conversion
- LTV & annual recurring revenue growth
Required Experience
- 10+ years in medical device/med-tech with cash-pay + reimbursed markets.
- Experience standing up inside sales and enterprise sales.
- Ability to drive cultural transformation and enforce performance standards.
- Strong command of funnel math, forecasting, analytics, and AI tools.
- Experience with compensation plan architecture and multi-channel models.
Preferred Qualifications
- Atlanta-based or willing to relocate.
- Experience selling capital equipment or regenerative technologies.
- Understanding of CPT coding, payer economics, and reimbursement frameworks.
Core Leadership Attributes
- Builder-operator hybrid
- Proven track record scaling revenue from $30–$70M to $100M+.
- Accountability champion
- Strategic thinker
- Velocity-driven
- Analytical mindset
- High emotional intelligence
Why Join SoftWave
- Competitive pay
- Health, dental, and vision insurance
- Paid Holidays & PTO
- Benefits: Dental insurance, Health insurance, Paid sick time, Paid time off, Paid training, Vision insurance
- Location: Atlanta strongly preferred.