Sales Director

CPA Crossings (CPAx) and The Pennsylvania Institute of CPAs (PICPA) are redefining how accounting professionals learn, grow, and leverage technology. Historically known for offering high-quality continuing professional education (CPE), we are now expanding into a wider range of learning solutions, knowledge tools, and technology products that support the evolving needs of small and mid-sized accounting firms.

We are reestablishing our position in the market with new products, new customers, and new channels. Our flagship platform, CPAx, offers learning, and practice enablement resources that help firms strengthen their teams and improve performance. As part of our transformation, we are expanding beyond our traditional state-society distribution channels and moving into direct sales to accounting firms as well as organizations serving the accounting and finance profession.

Ability to travel to the office in Philadelphia, PA or in Rochester, MI when requested.

Travel will be required, with an expectation up to 50% of your work time spent on the road.

Position Summary

The Sales Director leads all new-firm acquisition and revenue growth efforts for CPAx and PICPA. This role blends strategic planning with hands-on selling, including prospecting, outreach, and closing new business.

The Sales Director represents the organization externally, cultivating high-value partnerships with accounting firms and organizations serving the accounting and finance profession. Through a blend of market insight, strategic foresight, and relationship acumen, the Director ensures that the organization expands its reach, strengthens its reputation, and achieves sustained, strategic growth.

Capabilities Required For This Role

Commercial Acumen & Relationship Management: collaborates with the leadership team to shape the organization’s business development strategy by identifying new markets and high-value partnerships. Uses advanced negotiation and influence to secure long-term agreements that align with organizational priorities. Builds external networks that enhance the organization’s reputation, influence, and reach. Coaches and mentors others on relationship management, commercial thinking, and revenue strategy. Translates market insights into actionable strategies that drive sustainable growth.

Collaborative Communication: Shapes communication systems that support transparency and collaboration across the organization. Influences diverse stakeholders toward shared objectives. Models clarity and empathy in high-stakes or cross-functional contexts. Builds a culture of trust, open feedback, and inclusive dialogue.

Outcome-Driven Delivery: Drives Business-Level Outcomes Beyond the Role. Implements initiatives that directly impact revenue, retention, and customer satisfaction. Identifies high-value service innovations that drive competitive advantage. Transforms the role into a growth enabler, contributing to higher membership retention, reduced service costs, and long-term customer loyalty.

Product & Industry Knowledge: Familiarity with state associations, CPAs, and accounting firm trends and regulations.

Responsibilities

Revenue Growth & Sales Execution

• Own and deliver the annual new-business revenue goal for CPAx and PICPA by leading opportunity pursuits and guiding firm-wide pipeline activity to convert high-value prospects into measurable year-over-year revenue gains.
• Oversee and execute the sales cycle by leading strategic opportunity development, coordinating with other departments, and ensuring each step advances high-value prospects toward successful, revenue-generating agreements.
• Develop and lead a firm-segmentation and outreach strategy for small and mid-sized CPA firms, creating targeted campaigns that open high-value opportunities, strengthen the organization’s market presence, and fuel a consistently growing pipeline.
• Build and sustain a high-quality, accurately forecasted pipeline by maintaining CRM discipline, ensuring clear opportunity progression, and equipping the organization with reliable data for revenue decisions and strategic growth planning.
  
  

Market Repositioning & GTM Expansion

• Execute go-to-market strategies for the organization’s full product portfolio (i.e. learning pathways, knowledge resources, technical tools, and enablement technologies), to expand market penetration, accelerate adoption, and position the organization as the premier provider of CPA upskilling solutions.
• Identify and penetrate new customer segments by building direct, trust-based relationships with firm leaders, training managers, and administrators, opening high-value opportunities that broaden the organization's reach and accelerate revenue growth.
• Lead the evolution of the organization's sales approach from state-society dependence to a hybrid direct-and-partner model, creating scalable channels that increase market access, diversify revenue sources, and strengthen national competitiveness.
  
  

Sales Strategy & Process Development

• Uses a structured, repeatable process to assess each business development opportunity, clear messaging, disciplined cadences, and consistent qualification methods that enable scalable business development, improve opportunity quality, and increase firm-wide win rates.
• Can identify the most influential people in each business development opportunity, and understands the subjective, informal factors that can impact the client’s decision-making process.
• Build and refine product positioning by translating insights from firm partners and administrators into clear value messaging that increases product relevance, strengthens competitive differentiation, and improves conversion across priority markets.
• Lay the foundation for a future AE/SDR sales team by building repeatable systems, processes, and playbooks that enable scalable growth, consistent execution, and seamless onboarding of new business development talent.
  
  

Cross-Functional Leadership

• Partner with Marketing to shape lead-generation strategies and product positioning, ensuring campaigns attract high-value CPA firms and strengthen the organization's visibility and demand across priority markets.
• Translate market insights, customer objections, and feature requests into actionable guidance for the product team, ensuring offerings evolve in ways that increase competitiveness, relevance, and adoption among CPA firms.
• Deliver accurate monthly forecasts and quarterly performance reports that provide leadership with clear visibility into pipeline strength, revenue progress, and strategic risks and opportunities.
  
  

Additional Responsibilities

• Perform other related duties or projects as assigned to support the overall business development and membership growth goals.
  
  

Education & Experience Requirements

• 6+ years of B2B sales experience with a proven record of meeting or exceeding revenue targets.
• Experience selling professional education, SaaS platforms preferred.
• Strong familiarity with CPA firm needs, structure, and decision-making processes is highly desirable.
• Skilled in both short-cycle sales (2–4 months) and longer consultative cycles (6+ months).
• Proficiency in CRM systems (HubSpot, Salesforce, or equivalent).
• Strong communication, presentation, and negotiation skills.
• Self-motivated with excellent time management and organizational abilities.
  
  

Technical Requirements

• Familiarity with CRM systems (HubSpot preferred).
• Office 365 including SharePoint
  
  

Job Type: Full-time

Base Salary: $100,000-$115,000

Bonus Opportunity: $45,000 annual target, tied to quarterly performance metrics

• New-firm wins
• CPAx collected revenue
• Pipeline quality and forecast accuracy
  

Benefits

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Flexible spending account
• Health insurance
• Health savings account
• Paid time off
• Parental leave
• 35 hour work week
• Professional development assistance
• Tuition reimbursement
• Vision insurance