In environments flush with venture capital, sales leaders developed a habit of 'throwing people at the problem' rather than strategically recruiting. This laziness led to hiring mediocre talent ('Cs and Ds'), burning through capital, and creating inefficient sales organizations that struggled when the market tightened.
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"Mercenaries" are transactional reps who perform well but leave when conditions change. "Patriots" are mission-driven team members who build a winning culture. While startups may need mercenaries for early traction, long-term success requires actively cultivating and hiring for patriot-like qualities.
When a company consistently misses sales goals, the root cause may not be the sales strategy but a failure in the hiring pipeline. A high employee churn rate combined with an inefficient screening process starves the sales team of the necessary manpower to hit its targets.
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.
When a sales leader consistently fails to attract A-players, it's a vote of no confidence from the talent market. Top performers are signaling they don't believe that leader can advance their careers, which is a major red flag about the leader's own capabilities and future success.
When direct access to top talent is blocked by competitors, savvy leaders identify other successful companies with strong sales cultures (a "lineage") and strategically recruit from that pool. This allows them to tap into a new vein of proven, high-potential talent.
A sales leader's success is determined less by personal sales ability and more by their capacity to attract a core team of proven performers who trust them. Failing to ask a leadership candidate 'who are you going to bring?' is a major oversight that leads to slow ramps, high recruiting costs, and organizational inefficiency.
Contrary to the "grow at all costs" mindset, early inefficiencies become permanently embedded in a company's culture. To build a truly scalable business, founders must bake in efficiency from day one, for example by perfecting the sales playbook themselves before hiring a single salesperson to avoid institutionalizing bad habits.
Most VCs fail at talent support by simply matching logos on a resume to a portfolio company. A better model is to first embed operators (e.g., fractional sales leaders) into the startup. This provides the deep, nuanced context required to find candidates who fit the specific business and culture, leading to better hiring outcomes.
