VP of Sales and Marketing

VP of Sales & Marketing Location: Seattle Metro Area Travel: Up to 50% Reports to: CEO / Executive Leadership Team Company: Practice by Numbers About Practice by Numbers Practice by Numbers is an all-in-one business platform for dental practices. We help practices grow revenue, improve patient engagement, streamline operations, and make better decisions through data. We serve a large SMB healthcare market with a strong product foundation and a meaningful opportunity to modernize how dental practices grow, communicate, and operate. Why This Role Is Compelling This is an opportunity to lead the next phase of growth for a vertical SaaS company with a large market opportunity, a strong product foundation, and significant room to build a modern, scalable go-to-market engine. The VP of Sales & Marketing will have a direct voice in company strategy, product-market feedback, team design, demand generation, sales execution, AI-enabled workflow adoption, and the way Practice by Numbers expands its market presence. This role is ideal for a builder-operator who has scaled teams before but still enjoys getting into the details: improving playbooks, coaching managers and reps, refining campaigns, strengthening pipeline discipline, reviewing calls, speaking with customers, and creating the systems that help teams perform consistently. About the Role Practice by Numbers is looking for a hands-on, metric-driven VP of Sales & Marketing to lead and scale our go-to-market organization. This leader will own the full revenue engine across sales and marketing, including demand generation, pipeline development, deal conversion, brand positioning, new product go-to-market, and revenue team performance. This is not a sit-behind-the-desk leadership role. We are looking for someone who leads from the front, spends time with customers, understands the sales process deeply, coaches managers and reps directly, and is comfortable rolling up their sleeves to improve the systems, processes, and behaviors that drive growth. The right person has operated in environments where not everything is already built. They are comfortable creating structure, improving process, raising standards, and driving change without slowing the organization down. The ideal candidate has grown through the sales ranks, such as SDR to AE to Sales Manager to broader Sales and Marketing leadership, and has meaningful experience selling B2B SMB SaaS products. Experience in vertical SaaS, dentistry, or healthcare is a strong plus. Key Responsibilities Revenue & Go-to-Market Strategy Own and continuously improve the company’s go-to-market strategy across inbound, outbound, partner-influenced, and post-sale expansion motions. Unify sales and marketing around clear revenue goals, shared funnel metrics, consistent campaign execution, and measurable pipeline generation. Lead market introduction of new products, including positioning, messaging, enablement, demand generation, sales execution, and customer feedback loops. Strengthen brand awareness and market entrenchment in our target segments. Identify next-generation sales and marketing motions, tools, campaigns, partnerships, and initiatives that help the company scale. Build the GTM operating model needed for the company’s next stage of growth, including team structure, investment priorities, systems, and performance management. Sales Execution & Performance Lead the sales organization with strong forecast rigor, pipeline discipline, coaching cadence, and performance accountability. Improve lead conversion, funnel conversion, pipeline conversion, win rates, sales productivity, and quota attainment. Manage both inbound and outbound sales motions, including qualification, enrichment, outreach, nurture, demos, follow-up, and conversion strategies. Develop and standardize sales playbooks, discovery frameworks, demo processes, objection handling, follow-up motions, and closing practices. Use promotions, special offers, packaging, and pricing motions effectively to accelerate sales while protecting long-term value. Understand and manage commission structures, including flat compensation components, usage-based incentives, and performance-based plans. Differentiate between street quota, target quota, capacity planning, and realistic attainment models. Marketing, Demand Generation & Brand Lead marketing strategy with a clear focus on revenue impact, brand credibility, demand generation, and sales alignment. Oversee demand generation, campaign planning, product marketing, events, content, digital marketing, marketing operations, and revenue-focused reporting. Create marketing programs that generate qualified pipeline and support both new customer acquisition and customer expansion. Ensure marketing is measured by business outcomes, including sourced pipeline, influenced pipeline, funnel conversion, acquisition cost, and revenue contribution. Strengthen the Practice by Numbers brand in the dental and healthcare SMB market. Continuously improve messaging, positioning, buyer personas, campaign performance, and channel mix. Team Building, Coaching & Change Management Recruit, develop, and retain high-performing sales and marketing talent. Build org charts, role definitions, hiring profiles, and capacity plans that support current goals and future scaling needs. Actively coach managers and individual contributors, helping identify each person’s strengths and place them in the right role. Create performance management systems, including clear goals, scorecards, coaching plans, and recovery plans for underperformance. Drive standardization across the GTM organization while maintaining creativity, experimentation, and speed. Lead change management as the company updates its sales and marketing playbooks for the current SaaS environment, including AI-enabled workflows, modern buyer behavior, and faster-moving technology adoption. Customer, Product & Cross-Functional Partnership Speak regularly with customers and prospects to understand market needs, buying behavior, objections, competitive dynamics, and product opportunities. Serve as a strong partner to Customer Success, Product, Finance, and the Executive Team. Translate customer and market feedback into actionable insights for Product and company strategy. Partner with Customer Success to identify post-sales accretive revenue opportunities, including expansion, usage growth, cross-sell, and retention-oriented motions. Collaborate in strategic planning, budgeting, investment decisions, and scaling initiatives. Help identify next-generation solutions, product opportunities, and market needs that Practice by Numbers should consider incorporating into the company. Systems, Metrics & AI Adoption Own the GTM operating rhythm, including dashboards, pipeline reviews, forecast calls, funnel reviews, campaign reviews, and performance reporting. Be highly comfortable with modern revenue tools, especially HubSpot and Gong. Evaluate and implement enrichment, qualification, automation, analytics, and AI-enabled tools that improve GTM productivity. Use AI and automation pragmatically to improve prospecting, account research, campaign development, call coaching, lead scoring, personalization, forecasting, enablement, and rep productivity. Use data to identify bottlenecks, prioritize investments, and improve conversion at every stage of the funnel. Qualifications & Required Experience 10–15+ years of professional experience, with the majority in software sales. 5+ years of experience managing people, including sales managers and/or cross-functional go-to-market teams. 3–5+ years of marketing leadership experience or direct ownership of marketing outcomes. 5+ years of experience in B2B SMB SaaS selling, preferably including several years in sales management. Proven experience leading sales teams through growth, process improvement, performance management, and playbook standardization. Strong understanding of modern SaaS sales practices, including inbound, outbound, partner-influenced, usage-influenced, and customer expansion motions. Demonstrated ability to improve pipeline creation, funnel conversion, deal conversion, forecast accuracy, and team performance. Experience building, updating, and enforcing sales and marketing playbooks. Strong comfort with CRM, sales engagement, call intelligence, marketing automation, enrichment, qualification, and analytics tools. Experience using metrics to diagnose problems, coach teams, and improve revenue outcomes. Must be located in the Seattle metro area or willing to relocate. Ability to travel up to 50%. Preferred Experience Vertical SaaS experience. Dental, healthcare, medical technology, or SMB services experience. Experience selling into SMB businesses with owner/operator, office manager, practice manager, or local business decision-makers. Experience leading both Sales and Marketing under one revenue-oriented go-to-market function. Experience with HubSpot, Gong, enrichment tools, qualification tools, and AI-enabled sales and marketing workflows. Experience launching new products, new market segments, or new GTM motions. Experience working with Customer Success to drive expansion revenue, retention, and post-sale growth. Experience building or scaling a revenue organization in a growth-stage environment where systems, roles, and processes are still evolving. Ideal Candidate Profile The ideal candidate is a builder, operator, coach, and change agent. They understand the details of the sales process because they have lived it. They can sit with an SDR and improve outreach, coach an AE through discovery, review a manager’s forecast, challenge a campaign strategy, and then communicate GTM priorities clearly to the executive team. They are inventive and willing to challenge old playbooks. They understand that SaaS selling has changed significantly and are actively updating processes, tools, messaging, and team habits for a faster-moving, AI-enabled business environment. They are customer-facing, data-driven, direct, collaborative, and highly accountable. They know how to build repeatable systems without becoming bureaucratic. They create clarity, raise standards, and help teams execute with consistency. They are energized by the opportunity to build a stronger revenue engine, not just inherit one. Compensation Practice by Numbers offers a competitive executive compensation package, including base salary, performance-based variable compensation, and potential long-term incentive participation based on experience and role scope. Location & Travel Candidates should be based in the Seattle metro area and able to regularly collaborate in person with the executive team. Travel may include customer visits, industry events, partner meetings, team meetings, conferences, and field support. Travel may be up to 50%.