Build our mid-market sales function from the ground up

AssetAccountant is a leading compliance-grade asset and lease accounting platform, helping finance teams manage their fixed assets and leases with greater accuracy, control and confidence.

We have an established product and customer base. Now we're building our mid-market sales motion.

We're looking for a Founding Sales Lead to build it with us.

Reporting to the CRO, this is a hands-on role with a clear path into sales leadership.

Initially, you'll be responsible for identifying and engaging target accounts, creating your own pipeline, running sales conversations and closing mid-market customers. You'll help us develop the ICP, messaging, sales process and outbound playbook along the way.

As the team grows, you'll move into a player-coach role, hiring and onboarding salespeople, coaching their performance, managing pipeline and helping build the sales team around the motion you've proven yourself.

We want someone who can win the deals today and build the team that wins them tomorrow.

What you'll own1. Build the mid-market pipeline

You'll be responsible for creating a consistent pipeline of qualified mid-market opportunities.

- Define and execute targeted outbound campaigns against our ideal customer profile.
- Build and manage target-account lists using an account-based approach.
- Research companies, identify buying signals and map decision-makers and influencers.
- Engage CFOs, Financial Controllers, Finance Directors and other senior finance stakeholders.
- Generate conversations through cold calling, email, LinkedIn and other relevant channels.
- Develop account-specific approaches for high-value prospects.
- Qualify opportunities based on business need, fit, urgency and buying process.
- Maintain disciplined pipeline management and forecasting.

Cold calling is a core part of the role initially. We want someone who is comfortable picking up the phone and creating a conversation with a CFO or financial controller who wasn't expecting their call. 2. Own the sales process

You'll run deals from first conversation through to close.

- Lead discovery with senior finance stakeholders.
- Understand how prospects manage fixed assets, leases and related accounting processes today.
- Identify business problems, risks, costs and triggers for change.
- Build relationships across multiple stakeholders within an account.
- Run product demonstrations and commercial conversations.
- Navigate objections, procurement and negotiations.
- Build and maintain accurate forecasts.
- Consistently deliver against an individual sales target.

We're looking for someone who can sell the business outcome, not simply demonstrate software. 3. Build the playbook

There won't be a finished mid-market sales playbook waiting for you.

You'll help create it.

- Test and refine our ICP and buyer personas.
- Develop and improve outbound messaging and sequences.




- Identify which channels, accounts and approaches generate the best opportunities.
- Establish repeatable qualification and sales processes.
- Document what works and what doesn't.
- Feed market and customer insight back into Marketing, Product and Customer Success.
- Help establish the metrics and operating rhythm for the mid-market sales function.

We expect you to bring experience and ideas, but also to be comfortable testing assumptions and changing direction when the evidence says we should.

The leadership path

This role is designed to grow into a sales leadership position.

As the mid-market motion proves out and the team grows, you'll take on increasing responsibility for:

- Hiring and onboarding new salespeople.
- Coaching calls, discovery, deal strategy and pipeline management.
- Running regular pipeline and forecast reviews.
- Setting sales standards and expectations.
- Managing individual and team performance.
- Developing the sales playbook.
- Working with Marketing on pipeline generation.
- Helping shape our broader mid-market GTM strategy.
- Ultimately owning the performance of the mid-market sales team.

You don't need to have spent years as a sales manager already. We care more about whether you have the judgement, commercial capability and desire to become a great sales leader. The progression we're looking for is simple: seller > player-coach > sales leader.

What we're looking for

You'll likely have 5+ years of B2B SaaS sales experience, with a proven track record selling into mid-market businesses.

You will have

- Experience selling to CFOs, Financial Controllers, Finance Directors or senior finance teams at mid-market businesses in Australia.
- You may be an ex-accountant or you have deep knowledge and understanding of acccounting.
- A strong track record of generating outbound pipeline.
- Experience with cold calling and engaging senior decision-makers.
- Experience using account-based prospecting and targeted outbound strategies.
- Experience managing complex, multi-stakeholder B2B sales processes.
- A history of consistently achieving or exceeding an individual sales target.
- Strong discovery, negotiation and closing skills.
- Experience selling software that sits within or alongside finance, accounting or business systems.
- Some experience coaching, mentoring or managing other salespeople.
- A builder with experience in changing at least one process, method or playbook.
- Strong written and verbal communication skills.




- Commercial curiosity and the ability to understand how businesses make buying decisions.

Experience selling financial, accounting, ERP or other business software would be highly relevant, but it's not essential.

How you work matters

We're looking for someone who:

- Is a builder as well as a seller.
- Can understand and speak 'accounting'.
- Creates pipeline rather than waiting for leads.
- Is comfortable with ambiguity and figuring things out.
- Knows the difference between sales activity and genuine pipeline creation.
- Is highly coachable and open to testing new approaches.
- Takes ownership of outcomes rather than waiting for direction.
- Can operate credibly with senior finance executives.
- Has the resilience to hear "no" regularly and keep going.
- Wants to build a team and develop other salespeople, not just manage a personal book of business.
- Uses data and technology to improve how they prospect, sell and manage their pipeline.
- Is comfortable using modern sales and AI tools for research, account preparation, prospecting and sales execution.

What success looks likeFirst 90 days

- Deep understanding of our ICP, buyers and value proposition.
- Target-account strategy established.
- Outbound messaging and sequences tested.
- Consistent prospecting activity underway.
- First qualified mid-market opportunities created.
- Clear feedback on what is working and where we need to adjust.

6 months

- Consistent creation of qualified mid-market pipeline.
- First meaningful cohort of mid-market customers closed.
- Clear evidence of which accounts, personas and messages convert.
- Repeatable outbound and sales process taking shape.
- Foundation of the mid-market sales playbook established.

12 months

- A proven mid-market sales motion.
- Consistent new business performance.
- Strong pipeline coverage against target.
- Documented sales playbook and operating rhythm.
- First sales hires successfully onboarded and coached.
- Clear path from founding seller to sales team leader.

Why AssetAccountant?

This is an opportunity to join at an important point in our growth.

You won't be joining a mature sales organisation with a playbook and territory handed to you.

You'll build the motion, prove what works and then build the team around it.

You'll work closely with the leadership team and have significant influence over how AssetAccountant enters and grows within the mid-market.

If you're an ambitious B2B SaaS seller who wants to make the jump into sales leadership, this is a chance to do it by building something from the ground up.

The practical stuff

- Full-time
- Australia-based
- Remote-first
- Competitive base salary + uncapped commission + equity
- Individual sales target initially, with increasing team responsibility as the function grows
- Direct access to the leadership team
- Lead sales function with transparent progression into sales leadership

📌 Founding Sales Lead (Head of Sales) (Australia)
🏢 AssetAccountant
📍 Australia