Director of Sales

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 enterprise growth while driving a major 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 under performers, 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 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 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 Implement rigorous pipeline inspection and forecasting discipline Leverage AI tools for rep performance scoring, coaching triggers, conversion modeling, and accuracy improvement. Ensure every new provider is fully activated and achieving expected patient volume Increase recurring revenue per device and raise the average provider LTV Collaborate with reimbursement leaders on CPT code strategies, coverage pathways, and medical economics messaging. Success Metrics (Top 3) 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

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