Senior Account Executive

Senior Account Executive - Primary Care

About the Company

Founded in 2017, Medi2data powers access to consented and curated medical data through cutting-edge technology and specialist services. We streamline and digitise the secure exchange of medical information, supporting GP practices, instructing parties, and patients. By addressing challenges on both the demand (Client Services) and supply (Primary Care Services) sides of the ecosystem, we enable faster, more efficient, and compliant medical data transactions. We are transforming how medical data is accessed and managed in the digital age.

This role is part of our Primary Care Services division, which supports GP practices in streamlining the production of electronic and GDPR-compliant medical reports. We achieve this through two key solutions: eMR, our SaaS platform that enables GP practices to efficiently generate and manage medical reports in-house, and eMR+, our fully managed outsourced medical reporting service, where we handle the entire process on behalf of practices. Both solutions are designed to improve accuracy, security, and efficiency in medical reporting.

We take pride in delivering market-leading solutions, and as an NHS-accredited supplier we uphold the highest standards of clinical governance and data security, giving GP practices confidence in the security and integrity of their medical data. Our technology-driven approach simplifies medical reporting, allowing practices to focus on patient care while ensuring seamless and compliant data transactions.

The Role

Reports To : Chief Commercial Officer

Banding: Band 3

Location & Term : London Full-time (Monday – Friday); Permanent, Hybrid.

Job Overview:

We are seeking a Senior Account Executive to lead revenue generation within our Primary Care (GP) segment under our new commercial structure, brand, and revised proposition. This is a unique opportunity to work directly alongside the Chief Commercial Officer to design, build, and scale a high-performance, elite sales function for Primary Care.

You will take ownership of the Primary Care go-to-market execution, help shape a repeatable sales process, and lead commercial engagement with GP practices, PCNs, and wider NHS stakeholders across the UK. While the role is London-based and sales activity is predominantly remote, you will be expected to travel as needed to support sales execution and relationship-building across the UK.

This is a player-coach role, combining full-cycle sales execution with full management and hands-on leadership of a small SDR team (2–3 SDRs). You will be responsible not just for closing deals, but for establishing the standards, discipline, and operating model that will underpin the future sales organisation, working in close partnership with the Chief Commercial Officer, who sets overall commercial strategy and decision-making.

Compensation

Base salary in the range of £50,000-£60,000, with total on-target earnings of £90,000-£100,000 (including leadership bonus and uncapped commission, with clear upside for over-performance).

Role Purpose

To build and operate a high-quality, repeatable sales engine by:

• Converting qualified meetings into revenue
• Enforcing rigorous qualification and discovery standards
• Managing and coaching SDRs to generate a high-quality pipeline
• Shaping and executing the Primary Care go-to-market strategy in collaboration with the Chief Commercial Officer

Core Responsibilities

1. Establish and Grow the Primary Care Sales Function

• Work directly with the Chief Commercial Officer to define and refine:
• Go-to-market strategy
• Targeting and segmentation (GPs, PCNs, Federations, ICBs)
• Sales messaging and positioning
• End-to-end sales process
• Play a key role in building a scalable, repeatable commercial model for Primary Care, leveraging our existing customer base and learnings.

2. Revenue Ownership (Primary Focus)

• Own the full sales cycle from post-SQL discovery through to close.
• Run structured discovery calls with GP practices and primary care stakeholders.
• Identify, progress, and close opportunities with strong commercial discipline.
• Manage multiple stakeholders (clinical, operational, and administrative).
• Lead proposals, negotiations, and contract discussions.
• Expectation: approximately 50% of your time focused on direct revenue-generating activity (discovery, demos, negotiations, closing), with the remaining time on SDR leadership, GTM/process, and cross-functional work.

3. Discovery & Qualification (Critical Control Point)

You are the gatekeeper of opportunity quality in day-to-day execution.

• Conduct structured discovery to assess:
• Practice workflows and reporting processes
• Admin burden, turnaround pressures, and operational inefficiencies
• Stakeholders and decision-making structures
• Timing, urgency, and commercial viability
• Make a clear, binary decision after every discovery.
• Ensure no opportunity is created in the CRM without proper discovery and qualification at AE level.

4. SDR Leadership & Pipeline Creation (Player-Coach)

You have full management responsibility for SDRs, including performance and development.

• Manage and coach 2–3 SDRs, including:
• Weekly 1:1s and ongoing performance management
• Regular call listening and coaching sessions
• Ensure SDRs:
• Focus on booking qualified discovery meetings (SQLs)
• Do not run full discovery
• Capture clear context and reason for every meeting
• Own SDR output quality (not just activity levels), improving:
• Messaging effectiveness
• Qualification quality
• Conversion rates from meeting to opportunity

5. Pipeline Quality Ownership

• Monitor and optimise:
• SQL → Opportunity conversion rates
• Meeting quality and relevance
• No-show rates
• Identify patterns in:
• High-converting accounts
• Effective messaging
• Poor-quality meetings
• Continuously refine, in collaboration with the Chief Commercial Officer:
• Targeting and prioritisation
• Outreach messaging
• Qualification criteria

6. Prospecting & Pipeline Development (Strategic Oversight)

• Support SDRs in outbound strategy, targeting, and prioritisation.
• Personally engage in high-value or strategic accounts where needed (e.g. large practices, PCNs, federations, ICBs).
• Build and maintain a strong pipeline through a mix of inbound and outbound activity, ensuring alignment with the overall Primary Care GTM.

7. Product Demonstration & Value Communication

• Deliver compelling, tailored demos that articulate:
• Clinical benefits
• Operational efficiency gains
• Compliance and governance advantages
• Adapt messaging to different stakeholders (GPs, practice managers, PCN leads, federation and ICB stakeholders).

8. Stakeholder Relationship Building

• Build credibility and trust with:
• GP partners
• Practice managers
• PCN and federation leadership
• ICB stakeholders
• Identify and develop champions within accounts.
• Drive multi-threaded engagement across organisations.
• Travel as required across the UK to support key meetings, relationship-building, and sales execution, while maintaining a predominantly remote selling model.

9. Inbound Lead Qualification Oversight

• Ensure all marketing-generated leads are:
• Reviewed
• Qualified
• Appropriately routed before AE engagement
• Fast-track high-intent opportunities and filter low-quality leads.
• Work with marketing to continuously improve lead quality and routing.

10. CRM, Forecasting & Reporting

• Maintain accurate pipeline and activity tracking in CRM (HubSpot).
• Create opportunities only after proper AE-led discovery and qualification.
• Provide clear forecasting and performance updates to the Chief Commercial Officer.
• Ensure high standards of CRM hygiene and data accuracy across both AE and SDR activities.

11. Feedback Loop & Process Improvement

• Feed insights from sales conversations back into:
• Marketing (messaging, campaigns, content).
• Product (features, positioning, customer needs).
• Customer success (onboarding, retention, adoption).
• Continuously improve the sales process, playbooks, and qualification standards based on real-world learnings, in partnership with the Chief Commercial Officer.

12. Market Intelligence & Industry Engagement

• Stay informed on:
• NHS policy and funding changes
• Primary care pressures and priorities
• Competitive landscape
• Represent the company at industry events, conferences, and networking opportunities across the UK, as required, to support relationship-building and brand presence.

Requirements

Experience (Essential)

• 6 - 10+ years B2B sales experience in a consultative, multi-stakeholder environment
• Demonstrated track record of consistently hitting/exceeding quota and closing complex deals end-to-end
• Healthcare sector experience is critical (e.g. health tech, medical services, NHS suppliers)
• Strong, hands-on experience running structured discovery and qualification (e.g. MEDDICC/BANT/Challenger-style thinking)
• Prior experience as an SDR or clear, practical understanding of SDR workflows, including outbound and inbound conversion
• Experience owning pipeline from SQL → Opportunity → Close, with disciplined CRM usage and forecasting

Experience (Highly Desirable)

• Direct experience selling into UK Primary Care (GP practices, PCNs, federations, ICBs)
• Experience working within or selling to the NHS procurement and decision-making environment
• Experience coaching or managing SDRs (formal or informal)
• Experience in an early-stage or scale-up environment, building or refining sales processes from scratch
• Strong working knowledge of HubSpot CRM (pipeline management, reporting, hygiene)`

Personal Attributes

• High ownership and accountability; operates like a founder within their domain
• Structured, process-driven, and detail-oriented
• Direct, clear communicator who is comfortable giving and receiving feedback
• Resilient and adaptable in a fast-moving, early-stage environment
• Motivated by building something from scratch and raising performance standard