Director of Externals Sales

Potomac•Bethesda, MD

33d•Hybrid

About The Position

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.

Requirements

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.

Nice To Haves

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

Responsibilities

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.
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.