Vice-President of Inside Sales

About Petal 

Petal is a Canadian-owned and operated health technology company on a mission to revolutionize access to care. We are building the country’s leading real-time care orchestration platform, connecting patients, providers, and health systems through integrated scheduling, compensation management, and patient flow solutions. 

Our vision is to enable value-based healthcare and transform how care is coordinated across Canada and beyond. As a high-growth SaaS organization, we are scaling rapidly and looking for impactful leaders who are energized by complex challenges, bold ideas, and meaningful outcomes. 

Role Overview 

The Vice-President of Inside Sales is a key member of Petal’s Sales leadership team, responsible for building and scaling Petal’s inside sales engine to drive new ARR growth across Canada. 

This leader will develop and execute a comprehensive inside sales strategy aligned with Petal’s 3-year growth goals, fueling our expansion into new territories and accelerating revenue generation across our Revenue Cycle Management (RCM) and Workforce Management solutions. 

Reporting directly to the Executive Vice-President of Sales, you will lead a national team of inside sales professionals and partner across functions to align strategy, execution, and customer value. Your leadership will be instrumental in expanding Petal’s footprint and ensuring our solutions make a meaningful impact for healthcare providers and practices nationwide 

Key Responsibilities 

Sales Strategy & Execution 

• Develop and implement a comprehensive inside sales strategy to drive new ARR growth across Canada, fully aligned with Petal’s 3-year business objectives. 

• Identify and prioritize high-potential market segments (e.g. independent providers, clinics, and other healthcare segments) for Petal’s RCM and workforce management solutions. 

• Define scalable KPIs, sales processes, and performance standards that support predictable growth and sales excellence. 

• Formulate a roadmap for scaling the inside sales team and operational capacity in anticipation of future growth, ensuring that processes, structure, and tools can support a rapidly expanding customer base and growing inbound demand. 

Team Leadership & Development 

• Lead, mentor, and inspire a high-performing inside sales team focused on customer acquisition and conversion. 

• Set clear performance expectations, coach regularly, and foster a positive, accountable team culture that rewards initiative, collaboration, and results. 

• Establish clear individual and team performance metrics (e.g. call/activity targets, lead conversion rates, quota attainment, closing rates). 

• Foster a culture of ownership, learning, and continuous improvement through enablement, peer learning, and growth opportunities. 

Cross-Functional Collaboration 

• Partner closely with Marketing to optimize lead generation strategies, campaign performance, and funnel conversion. 

• Provide ongoing feedback on lead quality and conversion rates, helping refine targeting, messaging, and tactics to improve overall pipeline yield. 

• Champion the voice of the customer to inform product development, GTM strategy, and cross-functional alignment. 

• Collaborate with Product and Customer Success to ensure a seamless buyer journey and a consistent customer experience. 

Operational Excellence 

• Build, refine, and scale sales playbooks, outreach strategies, and engagement models to improve efficiency and predictability in the sales cycle. 

• Champion the use of CRM and sales enablement tools to track activities, manage opportunities, and ensure data integrity. 

• Leverage data and analytics to diagnose challenges, identify opportunities, and continuously optimize the sales process. 

• Drive initiatives to improve sales productivity and win rates, including refining outreach scripts, demo processes, and negotiation strategies. 

As Vice-President of Inside Sales at Petal, you will: 

• Lead a national sales team in a company that is reshaping healthcare access across Canada.  

• Be part of a proudly Canadian organization with a bold vision and a meaningful mission.  

• Work in a high-growth environment where your leadership will directly impact business success and patient outcomes.  

• Join a team that values innovation, collaboration, and purpose-driven execution.  

• 10+ years of progressive experience in sales, with a strong emphasis on inside sales leadership within SaaS environments. Proven success building and scaling high-performing sales teams and delivering measurable ARR growth. 

• Bachelor’s degree in Business, or related field (MBA or advanced degree preferred). 

• Highly analytical and process-oriented, with experience designing and implementing sales systems and playbooks. Skilled at using CRM insights and performance analytics to guide coaching and strategy. 

• Visionary yet pragmatic leader able to connect long-term objectives with daily execution. Adept at balancing strategic direction with operational detail. 

• Demonstrated ability to recruit, develop, and lead sales talent, fostering a performance-driven and collaborative culture. 

• Excellent communication and stakeholder management skills. Proven ability to influence cross-functionally and align sales efforts with marketing, product, and operations. 

• Thrives in high-growth, evolving environments. Agile, proactive, and comfortable leading through change and ambiguity. 

• Strategic thinker with a bias for action and a passion for driving measurable outcomes.