Sales Lead

The opportunity
We are a fast-growing HR tech SaaS company based in Utrecht. With 30 people, 500+ customers, and a clear vision — creating happy, high-performing employees who drive business success. How? By empowering people and businesses to reach their goals through meaningful, ongoing dialogues. And we're just getting started. 

As we partner with Visma, Europe’s leading provider of mission-critical business software, we have a clear runway to expand both in and beyond the Dutch market. To get there, we're looking for a Sales Lead who can build the engine that drives our next phase of growth — and lead the team that runs it. You'll report directly to the Managing Director and have a real seat at the table from day one. 

This is not a strategy role with a slide deck at the end. We need someone who has been in the trenches, who loves the craft of sales, and who can inspire and coach a team while simultaneously picking up the phone themselves. You will be a sparring partner at board level on Monday and be on a discovery call with a CHRO on Tuesday.

What you will do

• Own the revenue target end-to-end — the number, the forecast, and the team performance behind it — and report on it to the board with transparency and accuracy.

• Translate strategic ambitions into quarterly execution plans with clear KPIs, partnering closely with Product, Marketing and Customer Success to build a joined-up go-to-market approach

• Lead the shift from inbound to a disciplined, account-based selling motion — building the outbound plays, account selection frameworks, and enabling the team to engage CHROs, CFOs, and CEOs with confidence and credibility

• Build the sales foundation from the ground up with a clear methodology, playbooks, talk tracks, and pipeline rigour that the team lives by and that scales with us into Europe

• Coach and develop a team of 7 sales professionals — running structured 1:1s, setting individual development plans, and fostering a culture of ambition, accountability, and honest feedback

• Lead from the front — you're in deals, on calls, and setting the standard for what great selling looks like at Dialog

What we are looking for:

• 5+ years in B2B SaaS sales with a strong personal track record of quota attainment

• Demonstrated leadership experience — team lead, sales manager, or head of sales

• A proven ability to sell into C-suite and senior HR decision-makers in a mid-market or enterprise context

• Hands-on experience with target account selling — you've built frameworks for it, not just used them

• Experience leading or managing a shift from inbound to outbound or account-based selling is a strong plus

• Affinity with or knowledge of HR tech, HCM, or workforce management is an advantage

• Available for a minimum of 32 hours per week

• Fluent in Dutch and English

Why join us:  

• Real ownership — you'll shape our commercial future, not inherit someone else's playbook

• Direct access to and partnership with the board

• A talented, motivated team ready to grow under strong leadership

• A significant market opportunity in the Netherlands with a clear European expansion path via Visma

• A culture that values impact, honesty, and ambition over politics and hierarchy

What we offer: