Top 10 Mistakes Founders Make When Hiring a CRO or VP of Sales
Avoid these critical hiring pitfalls to ensure your sales leadership drives actual revenue growth.
1Product Knowledge is Mandatory
Never hire a sales leader who fails to understand your product during the interview process. If they cannot grasp your value proposition before joining, they will not invest the time later. Require candidates to watch demos or listen to actual sales calls to ensure they truly comprehend what you sell.
2Verify Their Recruiting Pipeline
Half of a VP of Sales' job is recruiting top talent. The best candidates always have two or three high-performing individuals ready to follow them to a new role. Ask candidates specifically who they would bring with them. If they hesitate or lack a plan, move on to another candidate.
3Avoid the Dashboard Manager
Some leaders prefer managing processes and dashboards over active selling. Avoid hiring those who are done with the actual work of closing deals. You need a leader who remains engaged in the sales process, not someone who simply oversees metrics while avoiding the front lines of customer interaction and deal negotiation.
4In-Person Customer Engagement
While remote work is standard, a sales leader must be willing to visit key customers in person. If a candidate refuses to travel due to distance or preference, they may not be the right fit unless you sell exclusively to SMBs. Always clarify their willingness to travel during the interview phase.
5Hands-On Deal Closing
A new VP of Sales should be willing to close deals personally when they start. This demonstrates they understand the product and the market. If a candidate insists that everything is just a matter of process and refuses to carry a bag initially, consider it a major red flag for your business.
6Watch for Cynical Attitudes
Startups require leaders with high energy and optimism. Avoid hiring individuals who have become cynical about the tech industry or believe the system is rigged against them. You need pirates and romantics who can inspire the team, not leaders who view their professional environment as a series of insurmountable obstacles.
7Social Media Over-Engagement
Be cautious of candidates who post on LinkedIn multiple times a day. Often, these individuals prioritize becoming influencers or advisors over the demanding, full-time job of leading a sales organization. While occasional professional posting is acceptable, excessive social media activity can indicate a lack of focus on your company's revenue.
8The Logo Bias Trap
Founders often get blinded by prestigious logos on a candidate's resume. Perform a simple test: cover the company names on their LinkedIn profile with your hand. If you would not hire them based solely on their skills and experience, do not let the brand name influence your final hiring decision.
Original article: SaaStr — Top 10 Mistakes Founders Make When Hiring a CRO or VP of Sales