VP of Sales and Marketing

VP of Sales & MarketingLocation: Seattle Metro AreaTravel: Up to 50%Reports to: CEO / Executive Leadership TeamCompany: Practice by Numbers About Practice by NumbersPractice 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 CompellingThis 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 RolePractice 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,