Director of Sales

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 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 repsReset culture, remove under performers, and rebuild comp with CEO/CFOLead the shift from transactional selling to LTV-focused revenue modelsDrive provider activation, utilization, and retentionExecute with AI-enabled precision across forecasting, funnel management, and rep analytics
Key Responsibilities:
Scale Revenue to $100MCreate the roadmap and operating model to double revenue within two yearsIncrease productivity per rep, expand enterprise pipeline, and grow activation-driven recurring revenue.Lead and Rebuild the Sales OrganizationBuild and manage inside sales, enterprise/corporate programs, and direct repsReset expectations, enforce performance discipline, and remove underperformers quicklyRedesign comp plans to align behaviors with LTV, activation, and recurring revenueDigital Lead Conversion & Inside Sales BuildoutConvert 50%+ of demand coming from Google/Meta into qualified, sales-ready opportunitiesBuild a high-velocity inside sales team with response SLAs, scoring, and AI-assisted workflowsEnterprise & Corporate ExpansionEstablish the enterprise function: multi-clinic groups, MSOs, DSOs, sports organizations, large provider groups.
Lead strategic negotiations and develop scalable programs that drive long-term valuePipeline, Forecasting & AI-Driven Sales OperationsImplement rigorous pipeline inspection and forecasting disciplineLeverage AI tools for rep performance scoring, coaching triggers, conversion modeling, and accuracy improvement.
Provider Activation, Utilization & RetentionEnsure every new provider is fully activated and achieving expected patient volumeIncrease recurring revenue per device and raise the average provider LTVReimbursement CollaborationCollaborate with reimbursement leaders on CPT code strategies, coverage pathways, and medical economics messaging.
Success Metrics (Top 3)
Provider activation & retentionDigital lead conversionLTV & annual recurring revenue growth
Required Experience:
10+ years in medical device/med-tech with cash-pay + reimbursed marketsExperience standing up inside sales and enterprise salesAbility to drive cultural transformation and enforce performance standardsStrong command of funnel math, forecasting, analytics, and AI toolsExperience with compensation plan architecture and multi-channel models
Preferred Qualifications
Atlanta-based or willing to relocateExperience selling capital equipment or regenerative technologiesUnderstanding of CPT coding, payer economics, and reimbursement frameworks
Core Leadership Attributes
Builder-operator hybridProven track record scaling revenue from $30–$70M to $100M+Accountability championStrategic thinkerVelocity-drivenAnalytical mindsetHigh emotional intelligence
Why Join SoftWave:
Competitive payHealth, dental, and vision insurancePaid Holidays & PTOBenefits: Dental insurance, Health insurance, Paid sick time, Paid time off, Paid training, Vision insuranceLocation: Atlanta strongly preferred
Powered by JazzHR