Company: Credflow

Function: Lending Business

Location: Mumbai / Bengaluru

Experience: 8–15 years

Reporting to: Business Head – Lending

About Credflow

Credflow is building a full-stack cash flow management and financing platform for Indian SMEs. Through our technology platform and lending operations, we help established businesses access working capital and financing to support their growth.

We serve businesses across sectors including manufacturing, engineering, auto components, pharmaceuticals, chemicals, FMCG, electronics, and other B2B industries.

Role Overview

We are looking for a commercially driven sales leader to drive and scale Credflow's SME lending business across West and South India.

The role involves acquiring new SME borrowers, building a high-performing sales team, developing regional market penetration, and achieving loan sourcing and disbursement targets.

The ideal candidate will combine strong individual sales capabilities with the ability to recruit, lead, coach, and manage a team of sales professionals. They should have a proven track record in SME lending, strong customer relationships, and the ability to build a predictable and scalable sales engine.

Key Responsibilities

1. Business Development & Disbursement Growth

Own and achieve monthly, quarterly, and annual loan sourcing and disbursement targets across assigned territories.
Identify and acquire SMEs with working-capital and other eligible financing requirements.
Build a strong pipeline of qualified borrowers and convert opportunities into loan disbursements.
Develop relationships with SME promoters, business owners, CFOs, and finance heads.
Identify high-potential industries, business clusters, and geographies for regional expansion.
Drive business growth through a combination of personal sales efforts and team-led execution.

2. Sales Team Management & Leadership

Build, lead, and manage a team of sales managers, relationship managers, and sales executives across West and South India.
Define territory allocation, individual targets, productivity benchmarks, and performance expectations.
Drive team performance through regular pipeline reviews, sales meetings, field visits, and structured performance reviews.
Coach team members on prospecting, customer engagement, financial needs assessment, negotiation, and deal conversion.
Monitor individual and team performance against targets and implement corrective action plans where required.
Recruit, train, and develop sales talent to support regional business growth.
Establish a culture of accountability, execution excellence, customer focus, and target ownership.
Ensure the team maintains a healthy sales pipeline and consistently delivers against business objectives.

3. SME Customer Acquisition

Generate business through direct sales, field visits, referrals, professional networks, and existing market relationships.
Understand customer business models, cash-flow cycles, funding requirements, and financial needs.
Recommend suitable financing solutions based on customer requirements and eligibility.
Oversee the complete sales cycle, from prospecting and customer meetings to application login, sanction, documentation, and disbursement.
Build long-term customer relationships to generate repeat business and referrals.
Support team members in closing high-value or complex lending opportunities.

4. Sales Pipeline & Conversion Management

Maintain visibility into the regional sales pipeline and ensure consistent lead generation and conversion.
Track lead-to-login, login-to-sanction, and sanction-to-disbursement conversion rates.
Work closely with credit and operations teams to resolve application bottlenecks and improve turnaround times.
Ensure accurate sales forecasting and timely follow-up on pending cases.
Analyse funnel performance to identify gaps in productivity and conversion.
Implement standard sales processes and best practices across the team.

5. Cross-Functional Coordination

Work closely with credit, risk, operations, legal, and collections teams to facilitate smooth loan processing and disbursement.
Ensure customer applications meet eligibility criteria and documentation standards.
Set appropriate customer expectations regarding eligibility, pricing, documentation, and turnaround times.
Monitor the quality of sourced business and coordinate with relevant teams on emerging portfolio concerns.

6. Regional Market Development

Develop a strong understanding of SME financing demand across assigned markets.
Identify promising industrial clusters, business segments, and customer acquisition opportunities.
Track competitor offerings, pricing, and market developments to improve sales effectiveness.
Share customer feedback and market insights with leadership to improve product positioning and sales strategy.

7. Sales Performance & Reporting

Track daily, weekly, and monthly performance against business targets.
Maintain accurate records of customer interactions, pipeline movement, and disbursement forecasts.
Prepare regular business reviews covering team productivity, target achievement, conversion rates, and regional performance.
Identify underperforming territories or team members and drive improvement plans.
Take complete ownership of regional sales outcomes and ensure accountability across the team.

Candidate Requirements

8–15 years of experience in SME/MSME lending, business loans, working-capital finance, supply-chain finance, or related financial services.
Proven track record of achieving loan sourcing and disbursement targets.
Prior experience managing and leading a sales team, with responsibility for team targets and productivity.
Demonstrated ability to recruit, coach, motivate, and develop sales professionals.
Strong understanding of SME borrowers, financial needs, and working-capital cycles.
Established relationships with SME business owners and promoters across West and/or South India.
Experience managing the complete sales cycle from customer acquisition to loan disbursement.
Familiarity with credit assessment, financial statements, business cash flows, and lending documentation.
Strong communication, negotiation, stakeholder management, and problem-solving skills.
Data-driven approach to sales planning, pipeline management, forecasting, and performance improvement.
Ability to operate independently in a fast-paced, high-growth NBFC or fintech environment.
Willingness to travel extensively across the assigned territory.

Key Performance Indicators (KPIs)

Performance will be measured across the following parameters:

Business growth: Achievement of monthly and quarterly disbursement targets.
Team productivity: Disbursements and qualified sourcing per salesperson.
Team target achievement: Percentage of team members consistently achieving assigned targets.
Customer acquisition: Number and value of qualified SME borrowers sourced.
Sales conversion: Lead-to-login, login-to-sanction, and sanction-to-disbursement ratios.
Pipeline management: Pipeline coverage, follow-up discipline, and forecast accuracy.
Portfolio quality: Early delinquency and sourcing quality within defined risk thresholds.
Team development: Hiring, training, retention, and improvement in sales productivity.
Regional expansion: Growth in active SME relationships and penetration into priority markets.

Why Join Credflow

Own and scale a significant regional lending business.
Lead and build a high-performing sales team across major SME markets.
Work at the intersection of SME lending, financial technology, and cash-flow management.
Work closely with the leadership team in a high-growth business.
Earn competitive compensation with performance-linked incentives.

Compensation

Competitive fixed compensation plus performance-linked incentives, based on experience, team leadership capabilities, and demonstrated ability to deliver sustainable lending business growth.

Senior Sales Manager SME Lending (West & South India)