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.
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