Vice President, Sales - New Market Development

About Greenlight Health Data Solutions

Greenlight Health Data Solutions helps organizations securely access, connect, and use health information to improve decision-making, operations, research, and patient outcomes. We serve customers and partners across the healthcare ecosystem, including healthcare providers, health plans, life sciences companies, legal organizations, and healthcare technology companies.

Greenlight has established a strong presence in several market segments and is now expanding its solutions into new markets where healthcare data can address important business and operational needs.

Position Summary

The Vice President of Sales – New Market Development will be responsible for identifying, developing, and opening new market segments for Greenlight Health Data Solutions.

Reporting to the Chief Growth Officer, this position will initially operate as a senior individual contributor. The successful candidate will personally lead market development, customer discovery, solution positioning, pipeline creation, and enterprise sales efforts within new or emerging market segments.

This is not initially a broad commercial leadership or sales-management role. It is a hands-on growth position for an accomplished healthcare IT sales executive who is comfortable building a market from the ground up. The individual will determine where Greenlight's capabilities have the strongest potential, engage prospective customers, validate product-market fit, develop compelling use cases, refine pricing and packaging, and close early strategic customers.

As new markets become established and revenue opportunities scale, the scope of the role may expand to include building and leading dedicated sales resources.

Key Responsibilities

New Market Identification and Development

• Identify and prioritize new market segments in which Greenlight's solutions can create meaningful customer and business value.
• Evaluate market size, customer needs, competitive alternatives, buying processes, and barriers to entry.
• Develop market-entry plans for selected segments in partnership with the Chief Growth Officer and other members of the leadership team.
• Build a clear understanding of the business problems, use cases, decision-makers, and budget owners within each target market.
• Translate market insights into actionable sales strategies and revenue opportunities.
• Recommend whether Greenlight should enter, continue investing in, reposition within, or exit a prospective market segment.

Customer Discovery and Product-Market Fit

• Conduct direct customer discovery with executives, operational leaders, technology leaders, and other key stakeholders.
• Validate customer needs, purchasing priorities, willingness to pay, and the strength of Greenlight's value proposition.
• Identify early adopters and strategic lighthouse customers that can help establish Greenlight's credibility in a new segment.
• Gather structured market feedback and communicate findings to Product, Marketing, Business Development, and executive leadership.
• Work with internal teams to refine solutions based on customer needs without creating unsustainable customization.
• Define the evidence and commercial milestones required to demonstrate product-market fit.

Enterprise Sales Execution

• Personally build and manage a pipeline of qualified opportunities within assigned new market segments.
• Lead the full sales process, from initial outreach and discovery through solution development, proposal, negotiation, and contract execution.
• Develop relationships with senior executives and other key decision-makers at prospective customer organizations.
• Sell consultatively by connecting Greenlight's capabilities to measurable customer outcomes and business priorities.
• Navigate complex enterprise sales cycles involving multiple stakeholders, security reviews, legal requirements, data-use considerations, and procurement processes.
• Maintain accurate opportunity records, forecasts, next steps, and pipeline reporting.
• Deliver revenue from early customers while creating a repeatable foundation for future growth.

Pricing, Packaging, and Commercialization

• Work with the Chief Growth Officer, Product, Finance, Marketing, and other stakeholders to develop pricing and packaging for new markets.
• Test alternative commercial models based on customer value, usage, data volume, implementation requirements, and market expectations.
• Develop initial offers that balance customer adoption with Greenlight's revenue and margin objectives.
• Refine solution positioning, sales narratives, proposals, and return-on-investment models.
• Identify which elements of the offering should be standardized and which may require market-specific configuration.
• Help turn successful early engagements into repeatable commercial offerings and sales playbooks.

Cross-Functional Collaboration

• Partner closely with Product to communicate customer requirements, market trends, and product gaps.
• Collaborate with Marketing to develop market-specific messaging, content, campaigns, and sales materials.
• Coordinate with Business Development on partnerships and channels that can accelerate entry into new markets.
• Work with implementation, operations, security, legal, and customer-success teams to ensure that proposed solutions can be delivered effectively.
• Provide executive leadership with clear, evidence-based recommendations regarding new market investments.
• Support the transition of validated markets to a scalable sales and account-management model.

Market Scaling

• Establish repeatable prospecting, discovery, qualification, demonstration, proposal, and closing processes for each validated market.
• Document buyer personas, use cases, objections, pricing expectations, decision criteria, and sales-cycle requirements.
• Create a market-development playbook that can be transferred to future sales team members.
• Determine when a market has sufficient traction to justify additional sales, marketing, or customer-success investment.
• Participate in recruiting, onboarding, and developing additional commercial resources as market opportunities mature.
• Potentially assume broader leadership responsibilities as new segments generate meaningful and sustainable revenue.

Initial Measures of Success

During the first 12 to 18 months, success will include:

• Identifying and prioritizing the most attractive new market opportunities for Greenlight.
• Developing a validated market-entry strategy for selected segments.
• Conducting meaningful customer discovery with a representative group of prospective buyers.
• Establishing relationships with senior decision-makers and early adopters.
• Building a qualified pipeline of new-market opportunities.
• Closing strategic lighthouse customers in one or more new segments.
• Validating customer use cases, buying processes, value propositions, pricing, and packaging.
• Demonstrating credible evidence of product-market fit.
• Creating a repeatable sales process and commercialization playbook.
• Producing revenue and a clear path to scaling within successfully validated markets.

Required Qualifications

• 12 or more years of progressive enterprise sales, market development, or commercialization experience within healthcare IT, healthcare data, enterprise software, SaaS, or related industries.
• Demonstrated experience selling to multiple healthcare-related markets, including:
  • Life sciences companies
  • Healthcare providers and health systems
  • Health insurance companies and other payers
  • Legal organizations
  • Healthcare technology companies
• Proven success introducing a solution into a new market or customer segment for the first time.
• Experience conducting customer discovery and using market feedback to establish product-market fit.
• Demonstrated ability to create enterprise pipeline and close complex, high-value transactions as an individual contributor.
• Experience developing or influencing product pricing, packaging, positioning, and go-to-market strategy.
• Strong understanding of complex enterprise sales cycles and consultative selling.
• Experience working with emerging products for which the sales process, buyer profile, or commercial model is not yet fully established.
• Ability to operate independently while collaborating effectively across product, marketing, finance, operations, legal, and executive teams.
• Established relationships within one or more of Greenlight's target markets.

Preferred Qualifications

• Experience selling healthcare data, interoperability, health information exchange, analytics, artificial intelligence, workflow, or data-access solutions.
• Experience commercializing products in both established healthcare markets and adjacent industries.
• Familiarity with healthcare data privacy, security, consent, regulatory, and compliance considerations.
• Experience working in a growth-stage healthcare technology company.
• Experience developing strategic accounts that became reference customers or market-entry partners.
• Experience transitioning a founder-led or executive-led sales motion into a scalable commercial process.
• Previous sales leadership experience, combined with a willingness to operate initially as an individual contributor.

Leadership Attributes

The successful candidate will be:

• Entrepreneurial: Comfortable creating opportunities without relying on an established playbook or existing pipeline.
• Hands-on: Willing and able to personally prospect, conduct discovery, develop proposals, and close business.
• Market-driven: Skilled at listening to customers and separating meaningful demand from isolated requests.
• Commercially disciplined: Able to balance customer needs, revenue potential, delivery requirements, and profitability.
• Strategic and practical: Capable of evaluating markets at a strategic level while executing the daily work required to open them.
• Collaborative: Effective at influencing cross-functional teams without direct authority.
• Resilient: Comfortable with ambiguity, experimentation, long sales cycles, and changing market assumptions.
• Accountable: Focused on measurable market validation, pipeline development, customer acquisition, and revenue results.

Why Join Greenlight Health Data Solutions?

This position offers the opportunity to help define the next phase of growth for Greenlight Health Data Solutions. The Vice President of Sales – New Market Development will have significant influence over which markets the company enters, how its solutions are commercialized, and how early customer successes are converted into scalable revenue opportunities.

The role is well suited for a senior healthcare IT sales executive who enjoys personally building new markets, creating customer demand, and turning emerging opportunities into sustainable businesses.

Compensation: Competitive executive base salary, performance-based incentive compensation, potential long-term equity participation, and comprehensive benefits.