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Pennylane is a financial and accounting platform serving SMEs and accounting firms across Europe. Founded in 2020, the company has raised over €350M and serves 1.3M+ SMEs and 7,000+ accounting firms. You will lead the Small Business sales team in Spain, managing Account Executives focused on companies with 0-5 employees. The role combines team leadership with building Pennylane's commercial operation in the Spanish market from the ground up.
Your dual mission: (1) Drive the team to achieve sustainable commercial targets; (2) Build the methods, processes, and standards to scale Small Business sales in Spain.
Key responsibilities include:
Lead and develop the team: Coach and mentor Account Executives daily through 1:1s, call reviews, and structured development plans. Provide clear, frequent, actionable feedback on discovery, objection handling, negotiation, and closing. Create a demanding, collaborative, learning-oriented environment. Identify individual challenges quickly and implement concrete action plans. Lead by example with high energy and accountability.
Drive commercial performance: Own team results and track key metrics—lead response time, conversation quality, conversion rates, closures, new MRR, sales cycle length, subscription abandonment, and follow-up quality. Analyze performance via dashboards and Salesforce. Identify performance drivers, build reliable forecasts, and translate data into weekly action plans and operational priorities.
Ensure sales excellence: Enforce Pennylane's sales methodology. Ensure the team rapidly understands customer needs, current tools, pain points, and decision criteria. Elevate product, accounting, and competitive knowledge. Develop consultative, listening-based sales culture. Ensure every conversation has a clear next step. Continuously improve closing and objection handling.
Build the Spanish commercial machine: Adapt the Small Business playbook for Spain. Identify priority customer profiles (freelancers, micro-enterprises, digital service firms). Define sales messaging, use cases, and value propositions for the Spanish market. Create simple, repeatable, scalable processes. Establish team rituals, follow-up standards, and quality criteria. Document and share learnings with Sales leadership.
The Small Business segment focuses on direct sales and online subscription conversion, with emphasis on recovering abandoned opportunities. You will report to Sales leadership and work closely with product and go-to-market teams to localize Pennylane's offering for Spain's unique regulatory and business environment (VeriFactu, electronic invoicing evolution).
