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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates extensive experience in leading and coaching external sales teams, with a strong focus on KPI management, territory execution, and sales process design. Proficient in using CRM data and analytics to drive performance improvements and accountability.
Highest-signal resume keywords
External Sales LeadershipKPI ManagementCRM Data AnalysisTerritory ManagementCoaching and Development
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Sales Process DesignPipeline DevelopmentAdvisor DistributionField Sales ExecutionPerformance Reporting
Soft Skills
Strong CommunicationCoaching SkillsLeadership SkillsFollow-Up Skills
Tools & Technologies
HubSpotCRM SystemsSales Analytics
Industry Keywords
Asset ManagementWealth ManagementETFMutual FundFintech
About the role
Key responsibilities & impact- Lead, manage, and hold the External Sales team accountable for KPIs, activity standards, pipeline objectives, and revenue goals
- Establish territory reviews, pipeline reviews, coaching sessions, and performance discussions
- Set priorities, expectations, and execution standards
- Identify performance gaps and develop future sales leaders
- Own 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
- Support onboarding, training, and ongoing professional development
- Ensure consistent execution of Potomac’s sales process across territories
- Review advisor opportunities and conduct CRM, email, call, and meeting reviews to improve conversion, follow-up, and process adherence
- Oversee External rotation schedules, territory alignment, and advisor coverage strategies
- 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
- Align field activity with firmwide growth initiatives, campaigns, and strategic priorities
- Create feedback loops between the field and broader organization
- Support scalable sales processes and continuous improvement initiatives
Requirements
What you’ll need- 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
- Preferred: experience selling through Broker-Dealer, RIA, custodian, platform, or wirehouse channels
- Preferred: familiarity with HubSpot or comparable CRM systems
- Preferred: experience helping scale a growing sales organization
- Preferred: strong understanding of sales process design, field coaching, and advisor deal management
Benefits
Comp & perks- 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