The sales team is underperforming. It’s up to you to figure out why.
Your mind probably goes first to your reps’ skillsets, but don’t stop there. The root cause may be at the strategic, managerial or executive level. No amount of training for talent reps can fix those problems.
Use our list of 12 reasons to hire a sales leader to diagnose your sales problems and figure out if it’s time to add a strong manager, director or executive to your sales team.
12 Reasons to Hire a Sales Leader
1. Reps regularly miss sales targets
If your sales team isn’t meeting its targets on a regular basis, it may be a sign that you need a sales leader to help focus efforts and develop effective strategies.
Who to hire
As leaders for your sales team, a Sales Manager will identify gaps, improve performance and motivate your reps to consistently meet targets.
2. There’s little (or no) structure or organization
Without clear organizational structure and processes. your team will not know who is responsible for what. Pathways to success do not exist because there is no consistent force guiding day-to-day activities or long-term objectives.
Who to hire
Implementing processes and exerting a strong guiding influence on a team requires experience. Look for a Sales Director with experience establishing benchmarks, fostering collaboration and guiding their teams to exceed goals.
3. Employees keep leaving
According to Gallup’s State of the Global Workplace: 2023 Report:
- 23% of workers are engaged (thriving)
- 59% of workers are disengaged (quiet quitting)
- 18% of workers are actively disengaged (loud quitting)
When asked what they would change, 41% of the disengaged respondents said engagement or culture.
Your organization’s leadership team plays an active role in building a positive workplace. When they do, everyone’s mindset improves. That boosts performance and can turn your company into a talent magnet.
Who to hire
A Sales Manager could work to improve job satisfaction and morale, providing the necessary support to the team and decreasing turnover.
You’ll also want to check that the rest of your leadership team is setting a positive tone for the company.
Did You Know:
When Your Sales Leadership Team Can Change Mindsets, You Win
4. Company growth stalls – or declines
The business is not growing, or worse, you are losing revenue. To stimulate growth, get a fresh perspective.
Who to hire
Conduct an executive search for a VP of Sales or Chief Revenue Officer (CRO). People working and winning in these positions will have experience creating and executing the strategies that can turn your business around.
5. Inefficient use of resources
If your sales team is not effectively using CRM software or other sales tech tools, a tech-savvy sales leader could improve these processes.
Who to hire
Find an experienced Sales Operations Manager. In the interview, evaluate their ability to assess your current tools, implement new ones and train the sales team to use them effectively.
Talent sourcing and hiring tip: Get candidates to open up in the interview by asking about their opinion on tools listed in articles like this Hubspot blog about the best sales tools.
6. Leads aren’t converting
Leads slipping through the cracks and low conversion rates kickstart other business problems – like stalled and declining growth.
Who to hire
Conduct an executive search for a Chief Revenue Officer (CRO) or Sales Director. They will optimize your sales funnel and put in place the processes required for sales reps to nurture and convert leads.
7. Customer satisfaction and retention slips
Dissatisfied customers may be a sign you need a sales leader to oversee relationship building and improve customer retention.
Who to hire
A VP of Sales or Sales Director can develop strategies to improve customer relationship management, ensuring satisfaction and retention.
8. Other leaders are stepping into sales roles
When sales is not represented on your leadership team, other executives are forced to try and fill the gaps. The extra tasks add stress and actively damage your company’s growth potential.
Who to hire
Relieve non-sales executives of their sales-focused activities by hiring a VP of Sales or Chief Revenue Officer (CRO).
9. Inconsistent performance
If your sales fluctuate wildly from quarter to quarter without any clear reasons, a sales leader can bring stability and predictable growth.
Who to hire
A VP of Sales can develop strategies to stabilize sales performance, making it more predictable and aligned with company goals.
10. You’re entering a new market
Expanding into new markets is exciting … and risky. It’s pivotal for you to hire a sales leader who will execute your vision.
Who to hire
Find a Sales Director or VP of Sales who has a demonstrated record of successfully breaking into new markets.
11. Sales reps do not have access to training and development
Every organization benefits from having a sales leader who implements training programs and fosters professional development on the sales team.
Who to hire
A Sales Manager is best suited to identify skill gaps and implement training and development programs.
12. It’s time for a strategic overhaul
If your company doesn’t have a clear, actionable sales strategy, it may be time to hire a sales leader who can devise and execute a winning plan.
Who to hire
A Chief Revenue Officer (CRO) or VP of Sales is well-equipped to devise a clear, actionable sales strategy aligning with the overall company vision.
Sales Leadership Positions Explained
The above “who to hire” sections only capture part of the responsibilities for each position. Use this section to gain additional background on the different roles.
Sales Manager:
What you ask your sales manager to do will depend on your specific needs. You might want someone to set goals, track progress and direct all sales activities. Or, you could be looking for a sales manager who will be heavily involved in hiring, coaching and guiding sales reps.
Other titles and leadership positions to consider:
- Sales Team Lead
- Sales Supervisor
- Territory Manager
Sales Operations Manager:
To drive greater productivity, hire a Sales Operations Manager. This position uses technology, processes and data to increase efficiency.
Other titles and leadership positions to consider:
- Sales Enablement Manager
- Director of Sales Operations
- Sales Process Manager
Sales Director:
Responsible for planning and implementing sales strategies, a Sales Director manages your entire sales team. Your Sales Director will set plans to meet targets, build relationships with clients and work on product pricing.
Other titles and leadership positions to consider:
- Head of Sales
- Sales Executive
- Commercial Director
Vice President of Sales:
A Vice President (VP) of Sales oversees the entire sales department. They set company-wide sales goals and then lead the sales team to reach those targets.
Your VP of Sales is a critical strategic player on your leadership team. They’re an exceptional communicator, collaborator and motivator.
Other titles and leadership positions to consider:
- Senior Vice President of Sales
- Chief Sales Officer
- Executive VP of Sales
Chief Revenue Officer (CRO):
Unlike other sales leadership positions, a Chief Revenue Officer oversees revenue-generating activities across teams including marketing, sales, pricing, product and operations.
Getting these different departments into alignment requires CROs to be strong collaborators. CROs also work closely with other members of the C-Suite on strategic planning.
Other titles and leadership positions to consider:
- Chief Sales and Marketing Officer
- Head of Revenue
Take Sales Talent Sourcing and Hiring Off Your To-Do List
Talent sourcing is time-consuming, especially for leadership and executive-level positions. Since 2005, ProActivate’s talent managers have successfully sourced and screened candidates for companies looking to fill key sales leadership positions.
Here’s why your peers work with us to hire leaders and executives:
Get passive candidates to apply for your position
Passive candidates are not on job search sites. Our talent managers are spread across the country and successfully source passive candidates for our client’s positions, including sales executives.
Flat fee for all positions – including executives
Under our recruiting model, you do not pay a percentage of your hire’s first-year salary. Contact us to learn more about our flat fee structure: https://www.proactivate.net/contact/
Minimal risk and time investment
As a job search drags on, businesses conducting their own searches are tempted to settle. That does not happen when you work with us. Our Talent Managers continue to source and screen candidates until you hire your next A-player.
Hire Sales Leaders with ProActivate
We are sales recruiting and talent acquisition experts who are committed to finding the best talent for our clients.