Head of External Sales & Field Execution

Potomac; Maryland; On-site; USD 150,000 - 210,000; Full time

Benefits offered by this job

Medical insurance

Vision insurance

Dental insurance

Health savings account option

401(k) & other retirement benefits

Paid maternity leave

Paid paternity leave

Commuter benefits

Disability insurance

Paid time off

Job summary

Potomac, a boutique tactical asset manager headquartered in Bethesda, MD, seeks a Director of Externals to lead the External Sales team, coach high-performing Externals, and drive adoption of the firm’s sales process across territories. This role requires on-site presence one week per month and significant travel.

The ideal candidate has 7+ years in sales leadership, strong CRM/analytics skills, and experience with advisor distribution, capable of delivering results while aligning

Qualifications

• 7+ years of progressive sales, distribution, or sales leadership experience.
• Experience leading, coaching, or managing external sales professionals.
• Strong understanding of advisor distribution, territory management, pipeline development, and field sales execution.
• Demonstrated ability to manage KPIs, coach sales activity, and create accountability across a sales team.
• Experience using CRM data, activity reporting, and sales analytics to improve performance.
• Strong communication, coaching, leadership, and follow-up skills.
• Ability to operate strategically while staying close to day-to-day execution.
• Willingness and ability to travel.

Responsibilities

• Lead, manage, and hold accountable the External Sales team against KPIs, activity standards, pipeline objectives, and revenue goals.
• Establish consistent management rhythms, including territory reviews, pipeline reviews, coaching sessions, and performance discussions.
• Create clarity around priorities, expectations, and execution standards.
• Identify and address performance gaps while developing future sales leaders.
• Own the measurement, reporting, and review of External Sales KPIs.
• Monitor advisor engagement, sales activity, pipeline health, opportunity progression, sales outcomes, and expense management.
• Partner with Revenue Operations to improve reporting, forecasting, CRM accuracy, and performance visibility.
• Use data and analytics to drive accountability and coaching.
• Coach Externals on prospecting, advisor meetings, opportunity management, sales messaging, and territory execution.
• Travel alongside Externals to provide real-time coaching and validate field execution.
• Reinforce Potomac's sales process, advisor engagement model, and value proposition.
• Support onboarding, training, and ongoing professional development of the External Sales team.
• Ensure consistent execution of Potomac's sales process across all territories.
• Review advisor opportunities to improve conversion rates, pipeline progression, and advisor outcomes.
• Validate product positioning, sales messaging, and process adherence.
• Conduct CRM, email, call, and meeting reviews to improve execution quality and follow-up discipline.
• Oversee External rotation schedules, territory alignment, and advisor coverage strategies.
• Ensure sales resources are focused on the highest-value opportunities and relationships.
• Evaluate rotation effectiveness and adjust territory plans based on results and market opportunities.
• Partner with Internal Sales, Marketing, Revenue Operations, Portfolio Management, Operations, and Compliance to drive growth and advisor satisfaction.
• Ensure field activity aligns with firmwide growth initiatives, campaigns, and strategic priorities.
• Create strong feedback loops between the field and the broader organization.
• Support scalable sales processes and continuous improvement initiatives.

Skills

Sales leadership

Coaching

CRM analytics

Data-driven

Travel willingness

Tools

HubSpot CRM

Job description

Potomac, a boutique tactical asset manager headquartered in Bethesda, MD, seeks a Director of Externals to lead the External Sales team, coach high-performing Externals, and drive adoption of the firm’s sales process across territories. This role requires on-site presence one week per month and significant travel.

The ideal candidate has 7+ years in sales leadership, strong CRM/analytics skills, and experience with advisor distribution, capable of delivering results while aligning