How to Hire Your First Sales Leader (Without Getting Burned)
By Abdullah Saleh8 min read8 March 2026
The Stakes
70% of first sales leadership hires fail within 18 months. The cost: £100K+ in salary, 6+ months of lost momentum, and demoralised teams.
What to Look For
Must-Haves
- Has sold services (not just products)
- Can build process, not just follow one
- Comfortable with ambiguity
- Player-coach mentality (will still sell)
Red Flags
- Only worked at large companies with established pipelines
- Cant articulate their sales methodology
- Wants to hire a team before proving the model
- Talks about logos more than revenue
The Interview Process
- Phone Screen: Culture fit, motivation, salary expectations
- Case Study: Give them your ICP and ask for a prospecting plan
- Role Play: Simulate a discovery call with a mock prospect
- Reference Check: Talk to people who reported to them
The right hire builds the engine. The wrong hire sets you back a year.
Ready to Build Your Sales Engine?
Book a free 30-minute Virtual Coffee to discuss your sales challenges.
Keep Going
Continue Reading
Sales Leadership
Compensation Plans That Actually Motivate B2B Sales Teams
Most service firm comp plans are broken. Heres how to design one that aligns incentives with business goals.
7 min readSales LeadershipSales Forecasting for Service Firms: A Practical Framework
Stop guessing revenue. This practical forecasting framework gives service firm leaders confidence in their numbers.
7 min readSales LeadershipBuilding a Sales Culture in a Delivery-First Organisation
Most service firms are delivery-first. Heres how to build a sales culture without alienating your technical team.
6 min read