Sales Director, National Sales Germany - m/f/d (R-17921)

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National Sales Director for the Small & Medium Business (SMB) and Key Account Segment

The National Sales Director for the Small & Medium Business (SMB) and Key Account Segment is responsible for driving growth and preventing churn within the SMB customer base. The ideal candidate will be an experienced leader with a passion for sales, a data‑driven mindset, a knack for managing high‑frequency tele‑sales operations and a dedication for consistent change as well as optimization of processes and ways of working. This role requires deep expertise in managing and scaling sales teams in a fast‑paced, results‑oriented environment, where success depends on maintaining ongoing customer relationships, leveraging sales data to target customers at the right time, and continuously optimizing strategies to boost retention and maximize revenue growth. The role is also tasked with leading a high‑performing team to nurture existing relationships with national key accounts driving upsell, cross‑sell and new business activities. He or she is also responsible for leading the strategic planning, execution and growth of the key account segment – this role places a significant emphasis on account planning for our top national clients. The national sales team consists of approximately 20 employees including a team leader role.

Essential Key Responsibilities

• Drive Sales Growth: Develop the go‑to‑market business plan and execute a comprehensive sales strategy tailored to the SMB customer segment, aimed at increasing revenue, enhancing retention, and preventing churn. Manage a diverse portfolio of small and medium‑sized accounts with a focus on maximizing customer lifetime value. Build senior level executive relationships with strategic clients to achieve revenue growth.
• Team Leadership & Development: Lead, coach, and motivate a national sales team to exceed KPIs, drive performance, and ensure team members are equipped with the tools, training, and support to succeed. Build a high‑performance and award‑winning culture that fosters collaboration, accountability, and continuous improvement. Drive, monitor and maintain a culture of compliance and risk control, and demonstrate a strong commitment to high integrity and ethics.
• Customer Retention & Churn Prevention: Utilize data‑driven insights to proactively identify at‑risk customers, develop retention strategies, and work closely with product, consulting and customer success teams to maintain strong, long‑term relationships with SMB clients. Increase retention rates through business reviews and win‑back campaigns. Ensure that customer satisfaction is a key priority in every sales interaction.
• Key Account Management & Account Planning: Develop and implement a national key account management strategy that aligns with the company’s overall business goals. Identify short‑term and long‑term goals for top accounts, ensuring that account plans outline clear growth strategies, key milestones, and actionable objectives. Build and maintain high‑level relationships with key decision‑makers and influencers within national accounts. Ensure client satisfaction through effective account planning, regular check‑ins and the delivery of solutions tailored to their needs (use case selling).
• Tele‑Sales Strategy & Execution: Oversee the development and implementation of high‑frequency sales campaigns using tele‑sales, online meetings, and digital communications. Ensure the sales team consistently reaches the right customers at the right time through optimized calling & contact strategies. Operationalize how team members engage with customer segment clusters and how the sales process is managed end‑to‑end and how right solutions are applied in mass.
• Data‑Driven Sales Approach: Leverage data analytics and CRM tools to track customer behaviors, sales activities, and key performance metrics. Continuously refine the sales strategy based on performance insights, market trends, and evolving customer needs. Utilize predictive analytics to identify upsell and cross‑sell opportunities within the existing customer base.
• Collaboration with Marketing & Operations: Partner with marketing to design and execute data‑driven campaigns, ensuring alignment between sales outreach and marketing strategies. Work closely with operations teams to ensure smooth execution of sales initiatives, streamlined processes, and accurate reporting.
• Sales Budget, Forecasting & Reporting: Develop and manage the sales budget / financial planning, ensuring efficient use of resources and cost control. Provide accurate and timely sales forecasts, performance reports, and insights to senior leadership. Track and measure progress against goals, ensuring the sales team is aligned with organizational objectives.
• Customer Experience Advocacy: Ensure the sales process delivers a seamless and positive experience for SMB customers. Identify areas for improvement in the customer journey and collaborate with cross‑functional teams to enhance overall satisfaction.

Key Performance Indicators (KPIs)

• Revenue growth within the national sales segment (SMB / Key Accounts)
• Retention rates and reduction in churn for existing customers
• Number of successful upsells and cross‑sells
• Sales team performance (meeting/exceeding targets)
• Customer satisfaction and feedback (NPS scores, surveys)
• Efficiency and effectiveness of tele‑sales campaigns
• Ensure that account plans are executed effectively
• Accurate sales forecasts and reporting
• Pipeline growth (# of new business opportunities created)

Essential Key Qualifications

• Minimum of 5 years of experience leading and scaling B2B sales teams.
• Proven success managing high-frequency tele‑sales and inside sales operations.
• Strong track record in developing and executing SMB and key account sales strategies.
• Expertise in retention, and churn prevention initiatives.
• Demonstrated ability to build executive‑level relationships and drive account growth.
• Data‑driven mindset.
• Experience leading cross‑functional collaboration with marketing and operations.
• Strong customer focus with a proven history of improving customer satisfaction.
• Excellent communication, presentation, and influencing skills at all organizational levels.
• Demonstrated success in driving change, process optimization, and operational efficiency.
• Fluent in both German and English.
• Able to work on‑site at the Frankfurt office 4 days per week (hybrid setup).

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