Many startup founders make the mistake of hiring a Chief Revenue Officer (CRO) or VP of Sales who has extensive management experience but is no longer actively selling themselves. This trend is common as companies begin scaling, according to saastr.com. These executives often excel in sales operations and team management but have not personally engaged with customers or prospects recently.
The article explains that while seasoned CROs may have strong LinkedIn profiles and have managed sales teams before, they often lack recent hands-on sales experience. This is because in large, established tech companies with strong brands, sales roles differ significantly from those in startups. Sales in such companies is more about fine-tuning a well-oiled machine rather than direct selling.
This distinction matters because the best CROs and VPs of Sales typically were strong individual salespeople earlier in their careers, ideally ranking in the top 20% of performers. Startups, unlike large firms, require sales leaders who actively engage in selling, visiting customers and prospects regularly to drive growth. Hiring executives who lack this recent personal sales experience can hinder scaling efforts.
Saastr.com underscores that startup founders should prioritize CRO candidates who maintain strong personal sales skills alongside management capabilities. This approach aligns with the demands of early-stage companies where direct customer interaction remains crucial for revenue growth.