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 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 under performers 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 for 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