A common mistake for new managers is to do their reps' jobs for them, especially in tough deals. This approach, born from insecurity or a desire to prove worth, prevents the team from developing self-sufficiency and ultimately fails to scale. The manager's true job is to build skills and muscle in their reps.

Promoting top individual contributors into management often backfires. Their competitive nature, which drove individual success, makes it hard to share tips, empathize with struggling team members, or handle interpersonal issues, turning a perceived win-win into a lose-lose situation.

Experienced reps don't need the same oversight as junior sellers. The best managers add value by removing process friction. They skip tactical metric reviews and instead engage in strategic conversations, treating top reps as peers and helping them navigate complex team or deal dynamics.

True sales leadership extends beyond managing a team's pipeline. It requires understanding how marketing, solutions, and service interconnect to deliver customer value. This holistic business acumen is essential for strategic success but is rarely taught.

First-time managers, often former top performers, default to doing the work for their reps. This creates dependency and prevents the team from developing self-sufficiency, which is crucial for scaling. A manager's true role is to build the team's skills, even if it's slower in the short term.

A sales leader's value isn't in managing from headquarters. It's in being on the front lines, personally engaging in the most challenging deals to figure out the winning sales motion. Only after living in the field and closing landmark deals can they effectively build a playbook and teach the team.

Effective sales leadership isn't about managing spreadsheets; it's about leading from the front with deep product knowledge. A leader who can't sell the product themselves cannot effectively judge their team, determine what "good" looks like, or have confidence in their forecast.

While the sales team is the fuel for an organization, the right sales leader acts as the octane additive, making the engine perform at a much higher level. The wrong leader, however, will extinguish the fire completely, making this a critical hire.

The best individual contributors often make poor managers. Research on 30,000 salespeople shows a better predictor of managerial effectiveness is the number of "assists" a person gives to colleagues. To build strong teams, organizations should promote candidates who demonstrably elevate others.