Key Criteria for Hiring a Successful VP of Sales
Ensure your VP of Sales has the right experience and team to drive success.
1ACV Experience Matters
A VP of Sales must have proven experience selling at your target average contract value (ACV). Hiring someone accustomed to $100k deals for a $5k ACV startup is risky. They need to understand the velocity, pipeline needs, and hiring requirements specific to your deal size. This alignment ensures they can replicate success in your context, avoiding mismatched expectations and operational hurdles.
2Hiring Track Record
Verify that your VP of Sales candidate has successfully hired and managed at least 2-3 quota-hitting reps. Speak directly with these reps to confirm their performance and the candidate’s leadership. Inheriting a team doesn’t count—recruiting and building a team from scratch is critical. This validation reduces the risk of hiring someone who lacks hands-on team-building experience, a core responsibility for the role.
3Bring Their Own Team
Top VP of Sales candidates often have 1-2 high-performing reps willing to join them at their next company. This signals strong leadership and trust. For CRO roles, look for candidates who can bring 1-2 VPs or directors. Recruiting is the hardest part of sales leadership, so pre-existing relationships with talented reps significantly de-risk the hire and accelerate team performance.
4Stage-Relevant Experience
Your VP of Sales should have worked at a company stage similar to where you’ll be next year. If you’re at $5M ARR targeting $10M, avoid candidates whose smallest company was $40M ARR. They may lack the scrappiness needed for early-stage challenges. Stage-aligned experience ensures they understand the specific demands and constraints of your growth phase.
5Belief in the Candidate
Never hire a VP of Sales you don’t 100% believe in, regardless of their resume. Domain expertise or past success at notable companies (e.g., Slack) isn’t enough if you have doubts. Trust your instincts—misalignment here often leads to costly turnover. A strong belief in their potential is foundational for long-term success and cultural fit.
6Harder Product Background
Prior experience selling a harder-to-sell product is a major advantage. VPs coming from tough sales environments (e.g., low lead flow, low NPS) adapt better to slightly easier conditions. For example, a VP moving from a product with minimal brand lift to one with more leads and happier customers will thrive. This resilience translates to faster ramp-up and higher performance.
7Avoid Self-Referential Sellers
Be cautious with sales leaders who’ve only sold to their own industry (e.g., selling sales tools to sales teams). Transitioning to unrelated sectors (e.g., developers, engineers) often proves challenging. Look for diverse selling experience to ensure they can navigate your specific customer base. Industry-specific knowledge gaps can derail even the most talented hires.
8Strategic Hiring Advantage
Prioritize VP of Sales candidates whose last role was objectively harder—lower NPS, fewer leads, higher churn. This creates a relative advantage in your environment. For example, a VP joining a startup with better lead flow and happier customers will outperform. This hack increases the odds of hiring a leader who can scale your sales org efficiently and sustainably.
Original article: SaaStr — Key Criteria for Hiring a Successful VP of Sales