VP, New Logo Sales in Herndon, Virginia at FranConnect, LLC

About FranConnect

FranConnect is the leading enterprise software provider for franchise and multi-location businesses. For 25+ years, the FranConnect AI-powered platform has served as the backbone for sales, operations, and marketing for over 1,500 brands and one million locations worldwide. Iconic brands such as Bojangles, Capriotti’s, Gold’s Gym, Neighborly, and Papa John's rely on FranConnect to expand locations, streamline unit operations, enhance collaboration, and improve profitability. Backed by private equity investor Serent Capital, FranConnect is headquartered in Herndon, Virginia, with global offices in Australia, India, Colombia, and Canada. For more information on FranConnect, visit www.franconnect.com.

Where AI-First Innovation Meets People-First Culture

At FranConnect, we believe great companies are built on great cultures — and that future success belongs to organizations willing to take meaningful risks, innovate, and evolve. We’re building a workplace where people are empowered to grow, contribute meaningfully, and embrace the future of work. As part of our AI-first mindset, we encourage employees to stay curious, explore emerging technologies, think creatively, and use AI to work smarter, move faster, and drive greater value.

If you’re looking for a place where your ideas matter, innovation and curiosity are rewarded, and the work you do will help shape the future success for our customers – you have come to the right place!

The Opportunity

We are seeking a Vice President of Sales to lead our Mid-Market and SMB new logo sales teams. This is a critical leadership seat that comes with a clear mandate: win the pipeline we already have in motion while simultaneously building the durable sales engine that will carry us through 2027 and beyond.

This role reports directly to the Chief Revenue Officer and owns a team of five quota-carrying Account Executives, with a combined team quota in the $2.5M to $3.5M ACV range. This role requires a hands-on leader who can not only lead a team but provide coaching in real time to foster rep growth and development. You will be deeply involved in active deals while driving a strong sales culture and ensuring consistent execution through structure, rigor, and accountability. You take pride and ownership in achieving goals first and foremost, while working alongside the CRO and your peers on strategic initiatives second. You need to be AI-curious, with an interest in exploring how to bring AI into current workflows to overhaul and evolve the sales process.

Primary Duties & Responsibilities

Revenue Execution

• Lead and close Mid-Market and SMB new logo pipeline in active motion.
• Drive weekly forecast accuracy in Salesforce with deal-level precision, not just pipeline hygiene.
• Own the full sales cycle management including middle funnel of prospecting and outbound targeting for mid-market and SMB organizations.
• Maintain 3-4x pipeline coverage across your segment through disciplined qualification and stage progression.

Rep Development & Coaching

• Run structured weekly 1:1s focused on skill development, deal strategy, and accountability, not just status updates.
• Coach to a defined methodology (Value Selling or equivalent) with consistent field reinforcement.
• Identify rep-level gaps and work with Sales Enablement to close them with precision, not generic training.
• Hold performance standards clearly and early, with documented coaching tracks where needed.

Process & Forecasting

• Implement and enforce a forecast cadence that gives the CRO and CFO real commit visibility, not sandbagged ranges.
• Maintain clean, accurate Salesforce hygiene across all five reps with zero tolerance for stale or unqualified opportunities.
• Contribute to the broader GTM operating model buildout, including SDR-to-close workflow documentation and stage exit criteria.

Cross-Functional Partnership

• Partner closely with Marketing on inbound lead quality, MQL feedback loops, and segment-specific campaign needs.
• Work alongside the CPO on product positioning, competitive differentiation, and pricing test governance.
• Collaborate with Revenue Operations on pipeline reporting, ZoomInfo ICP data, and Gong call review standards.

The Team

You will inherit a five-person team of Account Executives split between Mid-Market (three reps) and SMB (two reps). The team has meaningful pipeline in motion and is operating against a defined H2 goal. Your job is to stabilize, elevate, and scale this group, not rebuild it from scratch.

You will report directly to the CRO, who oversees all revenue functions including Sales, Marketing, Sales Engineering, Sales Enablement, and Revenue Operations. You will have direct access to RevOps, Enablement, and Marketing support from day one.

Ideal Candidate Scope - Requirements

• 10+ years in B2B SaaS sales, ideally in environments with complex sales cycles, multi-stakeholder buying process, and consultative selling.
• 5+ years of sales leadership experience, with direct management of AEs carrying $300K to $800K individual quotas.
• Experience successfully leading teams through growth and organizational transformation periods, with the ability to rebuild sales process and operating rhythms.
• Proven success selling to C-Suite or one level below in complex B2B SaaS deals, with average sales cycles of 90 to 150 days.
• Deep command of a structured sales methodology (MEDDIC, Value Selling, SPIN, or equivalent) and the ability to coach it in the field, not just in theory.
• Demonstrated forecast discipline, with the ability to call commit versus upside with accuracy and explain the reasoning behind every number.
• Experience in a PE-backed or high-growth company where speed, accountability, and limited resources are the norm.

Strong Differentiators

• Experience in franchise, multi-location retail, food and beverage, or other franchise-adjacent verticals
• Familiarity with the COO, CFO, or CLO as the primary buyer persona in franchise or operations-led organizations
• Hands-on Salesforce administration or power-user capability, including building and interpreting pipeline and stage reports
• Background in mid-market SaaS deals in the $40K to $150K ACV range, with consistent win rates above 25%

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