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:

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.