Hiring a VP of Sales is one of the most consequential decisions a company can make — and one of the most commonly botched. The stakes are high, the timeline is urgent, and the consequences of a bad hire can set a company back by years. At Broadreach, we’ve helped companies across industries find the sales leaders who drive real, sustained growth. Here’s what we’ve learned.
The Most Common Mistake: Hiring for the Wrong Stage
The biggest error we see is hiring a VP of Sales who was successful at a different stage of growth than where the company currently is. A VP of Sales who excelled at a 500-person company may struggle to build a sales function from scratch at a 30-person startup — and vice versa. Before you start your search, get very clear on what stage you’re at and what the role actually requires.
Ask yourself: do you need a builder or a scaler? A hunter or a manager? Someone who can close enterprise deals or someone who can run a high-velocity inside sales motion? The answer will define your entire search.
Don’t Hire on Quota Attainment Alone
Past quota attainment is important, but it’s not the whole story. A great rep in a great territory with a strong product and a tailored market will hit quota. What you want to know is: what did this person build? How did they develop their team? What happened to the reps who worked for them? How did they perform when the product wasn’t perfect or the market shifted?
These are the questions that separate a truly great VP of Sales from someone who was in the right place at the right time.
Culture Fit Is Not Optional
A VP of Sales sets the tone for your entire revenue organization. Their values, their communication style, and their approach to leadership will ripple through your sales team whether you intend it or not. A high performer who clashes with your culture will do more damage than someone slightly less credentialed who fits perfectly.
Work with a Specialist
VP of Sales searches fail most often when companies try to run them internally or use a generalist recruiter who doesn’t understand the nuances of sales leadership. The best VP of Sales candidates are rarely on the market — they’re busy running their teams and hitting their numbers. Reaching them requires relationships, credibility, and the ability to have an intelligent conversation about their world.
At Broadreach, our sales executive search practice is built specifically for this challenge. We know where the best sales leaders are, and we know how to engage them.
Ready to find your next VP of Sales? Contact Broadreach today.