Senior Director, Sales (Heavy Equipment)

Senior Director, Sales (Equipment) 
The Senior Director, Sales (Equipment) will own the strategy, execution, and performance of our sales efforts within the equipment industry. This role is responsible for driving revenue growth, improving go-to-market approaches, and building deep customer relationships across this high-potential vertical. The Sr. Director will lead and develop a team consisting of both a manager and multiple individual contributor sales professionals, create a high-performance culture, and align closely with cross-functional stakeholders to deliver maximum impact. Success in this role will be measured by new business acquisition, vertical expansion, customer satisfaction, and long-term revenue generation. 

What You’ll Do:

• Lead the sales strategy for the equipment vertical, ensuring the team consistently meets and exceeds revenue targets. 
• Identify and prioritize target accounts with high growth potential; design sales plays and outreach strategies tailored to this industry.
• Provide hands-on support for high-value deals including prospecting, presentations, proposal development, and contract negotiations.
• Act as a strategic partner to Marketing, Product, and Customer Success to tailor messaging and offerings for heavy equipment customers.
• Hire, coach, and develop a high-performing sales team, establishing clear goals, KPIs, and regular performance reviews.
• Analyze pipeline health, win/loss trends, and market feedback to refine sales strategies and forecast with accuracy.
• Ensure strong sales pipeline hygiene by driving consistent CRM usage, accurate deal tracking, and timely updates across all stages.
• Serve as a subject matter expert on the needs, challenges, and buying behaviors of heavy equipment businesses.
• Represent Billtrust at industry events and conferences, helping to grow the company’s presence and reputation in the vertical. 

What You’ll Bring:

• 12+ years of sales experience with a proven track record of exceeding targets in B2B environments. 
• At least 6 years of experience leading and developing sales teams.
• Experience selling into or working with customers in the equipment, industrial, or manufacturing sectors is highly preferred.
• Demonstrated ability to close complex, high-value deals and build lasting executive-level relationships.
• Strategic thinker with strong data analysis skills and the ability to translate insights into action.
• Excellent written, verbal, and presentation skills.
• Strong collaborator with a customer-first mindset and cross-functional leadership experience. 

The expected base salary range for this position is $180,000 - $235,000 annually.
Compensation may vary depending on several factors, including a candidate’s qualifications, skills, experience, competencies, and geographic location. Some roles may qualify for extra incentives like equity, commissions, or other variable performance-related bonuses. Further details will be provided by our Talent Acquisition team during the interview process.