Branded Apparel & Products · Healthcare · Midwest · 40 Years of Excellence
VP of Sales · Springfield, IL
Build the revenue engine at Primo.
40 years of operational excellence. A proven healthcare market. An inbound lead machine that's already running. What's missing is the person to connect it all and scale it.
$5M
Current revenue
$15M
2029 target
39%
Capacity used
40+
Years in business
Why now
The foundation is strong. The opportunity is to activate it.
Primo has spent 40 years building something real. The infrastructure, the client relationships, and the marketing engine are all in place. What changes now is the leadership layer that connects them to predictable, scalable revenue.
Operational leverage
Primo operates at 39% of its $12.46M capacity ceiling. Fixed costs are largely covered. Each new dollar of revenue flows disproportionately to profit.
Healthcare market
80%+ focus on regional healthcare systems — the most recession-resilient sector in the US. Two past clients exceeded $500K/year. The market is largely untapped.
Lead engine running
Newfangled-managed inbound system generating leads across Google, Meta, and LinkedIn. Lead quality is up 3x. The pipeline exists — it needs someone to own it.
Web store network
Primo manages 50–100 branded web stores for client organizations. Revenue per store is a fraction of its potential — Primo Promotion is the unlock.
The role
You own the number. You build the system.
This is not a management role for someone who's already built a revenue system somewhere else and wants to oversee it. This is a builder role — the first of its kind at Primo.
Revenue ownership
You own the number and the plan. $6M in 2026, $10M by 2028. You report directly to Len.
Sales architecture
Pipeline cadence, stage definitions, CRM discipline, and forecasting — built from scratch with the right infrastructure.
GTM execution
Speed-to-lead, qualification, close, and expansion. You connect the inbound engine to real revenue.
Dream 100 outreach
Execute a tiered ABM strategy targeting 100 high-value regional healthcare accounts across Midwest markets.
Team leadership
Eventually hire, coach, and elevate the team around you. Phase 2 includes a Territory Sales Developer hire.
Primo Promotion
Build the web store traffic model — geo-targeted social campaigns timed to healthcare awareness months. A new revenue layer no competitor has cracked.
Who you are
Builder, not manager.
The right person has built a revenue system before — not just managed one. They're comfortable in a founder-led environment and see the lack of structure as an opportunity, not an obstacle.
You are
✓Proven B2B consultative sales — you sell programs and outcomes, not products
✓Data-literate and CRM-disciplined — you live in your pipeline, not around it
✓Self-directed player-coach — you can close personally while building structure around you
✓Hungry — early career energy, late career judgment
You are not
✕A pure hunter expecting to sell your way to results without building a system
✕A big-company VP importing enterprise process into a founder-led business
✕Someone who needs inbound volume and perfect infrastructure to succeed
✕Someone who manages rather than builds a revenue system
✕Uncomfortable with an evolving offer — this role requires selling a vision
Base salary
$100K–$180K
Set at hire based on caliber
Profit participation
20%+
Of incremental profit above $5M
Structure
Lower base
Earns higher share — bet on yourself
Future upside
Phantom equity
Available to discuss at year 2
Growth plan
Three phases. One destination.
Northwood Group's Go-To-Market Assessment defines the path from $5M to $15M. The phases overlap by design — sales never stops while the engine gets built.
Phase 1 · Weeks 1–4
Stabilize & focus
Take immediate control of existing revenue while initiating the search and building the first growth motions.
Name lead response owner, 2-hour SLA live
Reset team expectations and success metrics
Segment existing clients across 3 tiers
Launch reactivation list outreach
Begin Dream 100 campaign
Phase 2 · Months 2–6
Build & grow
Onboard key hires, formalize core systems, and establish the repeatable revenue engine.
VP and Territory Sales Developer onboarded
Sales process, CRM, and KPI framework live
Weekly revenue team cadence established
Sales-marketing feedback loop active
Early pipeline math emerging
Phase 3 · Months 7–12+
Scale
Shift to long-term ownership under permanent leadership. Primo transitions from founder-led to professionally managed.
VP fully functional — owns the number
Path to $15M owned, measured, running
Primo Promotion model proven and scaled
Healthcare market systematically developed
Revenue engine independent of founder
2026
$6M
+20% YOY
2027
$8.1M
+35% YOY
2028
$10.9M
+35% YOY
2029
$15M
+35% YOY · Target
Dream 100
A tiered outbound playbook, ready to execute.
You won't start cold. Northwood has built a tiered ABM framework targeting 100 high-value accounts. The playbook is defined — you bring the execution.
Tier 1 · Strategic
15 accounts
12 touches over 21 days
Custom gifting + video outreach. Executive sponsor engagement. Direct fulfillment demo. Highest-priority targets with the largest revenue potential.
Tier 2 · Scale
35 accounts
10 touches over 17 days
Standard packages with personalization. Email + LinkedIn + phone. Performance tracking by micro-segment. Strong ROI-to-effort ratio.
Tier 3 · Programmatic
50 accounts
8 touches over 14 days
Broad personalization with automated outreach. Coffee cards + email sequences. Lead scoring to surface high-intent accounts for elevation to Tier 1.