Role Overview
The Sales Director is responsible for leading and driving the performance of a multi-location sales team within a defined region. This role owns day-to-day execution of the sales function, including pipeline management, forecasting, talent development, and consistent attainment of sales targets.
The business is in an active growth phase, with a focus on strengthening sales execution, adding talent, and driving consistency across offices. This leader will play a key role in implementing established sales processes, reinforcing operating discipline, and ensuring consistent execution across all offices.
This is a hands-on leadership role. The Sales Director is expected to be actively engaged with the team in the field, involved in deals when needed, and directly accountable for hiring, coaching, and performance management. In addition to overseeing the current team, this role is expected to build the foundation for scale, including hiring and developing a tier of frontline sales leadership within the first 6-12 months. This role is expected to transition from direct rep management to a structured leadership model as the team scales.
Key Outcomes & Responsibilities
Sales Execution & Forecasting
• Own regional sales performance across new customer acquisition and existing account growth
• Maintain a disciplined, high-quality pipeline with clear visibility and consistent progression
• Lead regular pipeline and forecast reviews, ensuring accuracy and accountability
• Drive consistent execution of the full sales cycle across all offices
Team Leadership & Talent Development
• Recruit, hire, and onboard additional sales talent to support growth and improve overall team capability
• Actively manage performance-coaching top performers while addressing underperformance directly and in a timely manner
• Establish clear expectations around activity, pipeline development, and results
• Build a layer of frontline sales leadership within the first 6-12 months to support scale, improve day-to-day management, and drive consistency across offices
• Develop emerging leaders within the team, creating a bench for future leadership roles
Sales Process & Operating Discipline
• Implement and reinforce a consistent, repeatable sales process across the organization
• Ensure data integrity and consistent usage of CRM to enable accurate reporting, forecasting, and performance management
• Drive adoption and effective use of CRM (Salesforce) and quoting tools (PROS)
• Establish and maintain a regular operating cadence (pipeline and deal reviews, performance check-ins)
• Improve overall sales execution through structure, discipline, and attention to detail
Go-to-Market Execution
• Execute local go-to-market priorities in alignment with company strategy, including target accounts and vertical focus
• Identify and support high-value opportunities, including complex or multi-system deals
• Strengthen relationships with key customers and partners to support long-term growth
Cross-Functional Coordination
• Partner with Operations, Finance, and Marketing to ensure alignment from sale through delivery
• Serve as an escalation point for complex deals or customer challenges, helping remove obstacles and maintain momentum
Qualifications
• Bachelor's degree required, Business, Marketing, or related field preferred
• 8+ years of progressive sales leadership experience in a B2B, solution-based environment
• Experience leading multi-location or distributed sales teams is highly desired
• Demonstrated ability to hire, develop, and manage sales talent
• Strong command of pipeline management, forecasting, and sales operating cadence
• Hands-on leadership style with a bias toward execution and accountability
• Proficiency with CRM systems (Salesforce preferred) and sales enablement tools
• Industry experience in fire and security, construction is highly desired
Work Environment
• Regular travel across regional offices and customer sites
• Active field engagement with the sales team expected
• Performance-driven environment with a focus on execution, accountability, and results
• Regular visits to customer facilities, construction sites, and active job locations to meet with customers, support sales activities, and maintain strong field presence
What Success Looks Like (First 12 Months)
• Improved pipeline quality, visibility, and forecast accuracy across all offices
• Successful hiring and onboarding of additional sales talent
• Consistent attainment of regional sales targets
• Clear adoption of standardized sales processes and tools
• Stronger accountability and performance management across the team
• Development of internal bench strength and emerging leaders
• Successful establishment of a frontline sales leadership layer within 6-12 months
