Director of Externals Sales

Summary

The Director of Externals leads Potomac’s External Sales team with a focus on field execution, advisor engagement, territory performance, and consistent adoption of the firm’s sales process, CRM standards, and growth priorities.

This is a hands-on leadership role for a sales leader who can coach high-performing Externals, use data to drive accountability, and build a culture of disciplined execution and continuous improvement.

This position requires on-site presence in the office one week each month, with the balance of time spent traveling alongside external team members.

Key Responsibilities

Sales Leadership

• Lead, manage, and hold accountable the External Sales team against established 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.

KPI Management & Performance Oversight

• 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.

Coaching, Training & Field Development

• 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.

Sales Process & Advisor Opportunity Management

• 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.

Rotation & Territory Execution

• 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.

Cross-Functional Partnership

• 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.

Qualifications

Required

• 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.

Preferred

• Asset management, wealth management, ETF, mutual fund, TAMP, fintech, or advisor distribution experience.
• Experience selling through Broker-Dealer, RIA, custodian, platform, or wirehouse channels.
• Familiarity with HubSpot or comparable CRM systems.
• Experience helping scale a growing sales organization.
• Strong understanding of sales process design, field coaching, and advisor deal manage

Base Salary: $150,000 + Commission

Potomac is not your typical asset manager. We cut through the industry BS with brutal transparency and an obsession with execution. If you’re looking for a slow pace and low volume, this isn’t for you.

If you want to drive, build, and scale, this is your shot.

Benefits

• 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