Veteran CRO Carlos Delatorre prioritizes opportunities with complex products requiring a sophisticated sales motion. This environment allows him to leverage his expertise in building teams that can translate technical features into business value, create demand, and navigate internal customer politics, thereby making the market bigger.

CROs are often blamed for missed targets, but the root cause is often a flawed hiring plan from the CEO. Rushing to hire reps without adequate ramp time leads to B-player hires, immense pressure from managers, a toxic "horse whipping" culture, and ultimately, missed numbers.

Sales reps at market leaders often succeed due to brand strength and inbound leads, not individual skill. Instead, recruit talent who proved they could win at the #3 company in a tough market. They possess the grit and creativity needed for an early-stage startup without a playbook.

In early-stage sales, candidates asking for quota confidence are a red flag as they seek safety where risk-taking is needed. The ideal hire is hungry, curious, and motivated to build—not just execute a pre-defined playbook. Prioritize these traits over a polished resume. Too much past success can even be a negative indicator.

A common failure mode for new CROs is attempting to create the sales playbook in isolation. Core pillars like ICP and value proposition are company-level decisions. The CRO's role is to be interdependent, facilitating this cross-functional creation process, not dictating it.

Chad Peets seeks salespeople who are obsessed with their work, constantly thinking about it even outside of work hours. He screens for this intense, almost unhealthy drive over more common traits like passion for a hobby, which he views as a distraction from the mission.

Carles Reina gets worried when his sales team spends multiple days in the office. He believes effective salespeople must be on the road, meeting customers face-to-face. An office-bound sales team is a sign they aren't engaging with the market enough, even in a remote-first culture.

When evaluating sales leaders, prioritize their track record in recruiting above all else. Exceptional leaders are talent magnets who build scalable teams through strong hiring and enablement. Their ability to attract A-players is the foundation of a predictable revenue machine.

Despite immense success, Snowflake's CRO Chris Degnan operates as if he has a 90-day employment contract. This self-imposed pressure, rooted in a fear of failure, ensures he never becomes complacent and continuously adapts to the company's evolving needs, a key to his long tenure.