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VP of Sales
VP of SalesSoftWave TRT • Atlanta, GA, US
VP of Sales

VP of Sales

SoftWave TRT • Atlanta, GA, US
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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 builder-level Vice President 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 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.
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