Vice-President, Physician and Clinic 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, Physician & Clinic Sales is a key member of Petal’s Sales leadership team, responsible for building and scaling Petal’s direct-to-provider sales channel to drive new ARR growth across Canada.

This leader will design and execute a comprehensive strategy to acquire, engage, and grow relationships with healthcare professionals — from independent physicians to clinic groups and other medical organizations. You’ll oversee a national team that combines inbound lead conversion with targeted outbound prospecting and consultative selling, ensuring Petal’s solutions deliver measurable value for providers and practices across the country.

Reporting directly to the Executive Vice-President of Sales, you’ll play a critical role in expanding Petal’s footprint, fueling our next phase of growth, and ensuring that our platform makes a meaningful impact for healthcare providers and patients alike.

Key Responsibilities 

Sales Strategy & Execution 

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

• Identify and prioritize high-potential segments — including independent providers, clinics, and group practices — for Petal’s Revenue Cycle Management (RCM) and Workforce Management solutions.

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

• Build a roadmap to scale the team and operational capacity in anticipation of future growth, ensuring that structure, tools, and processes can support an expanding customer base and growing demand.

• Own national ARR and pipeline targets, driving accountability for consistent execution and performance.

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 

• Develop and refine sales playbooks, outreach strategies, and engagement models tailored to healthcare professionals.

• Champion the effective use of CRM and sales enablement tools to ensure data integrity and operational discipline.

• Use analytics to identify trends, optimize conversion rates, and continuously improve sales performance.

• Lead initiatives to enhance productivity and win rates, including refining outreach scripts, demo processes, and negotiation strategies.

As Vice-President, Physician and Clinic Sales, 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 in SaaS or tech sales leadership, including managing national or multi-regional teams. 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). 

• Proven ability to scale direct-to-provider or SMB sales models combining inbound and outbound.

• Experience selling to healthcare professionals or other regulated professional audiences (strong asset).

• Demonstrated success driving consistent ARR growth, pipeline discipline, and accurate forecasting.

• 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.