Founders: Should you run your own sales team?

Being a SaaS Founder is not an easy job. You need to be able to keep the wheels turning across your entire business, while being in three places at once & bring in enough revenue to pay the bills. So, does this high pressure, time consuming role lend well to properly running (arguably) the most important department in your business?

While founders are often passionate and knowledgeable about their products, they may not have the experience, time or skills necessary to effectively sell them. Sales is a profession that requires a specific set of skills, much like any other department. If a founder is not a seasoned sales professional, they may struggle to achieve the necessary sales results, while also hiring, managing and motivating a sales team. Not to mention, running a sales team is very time-consuming and may take away from the founder's ability to focus on other important aspects of the business, such as product development and marketing.

Common mistakes

One of the most common mistakes that SaaS Founders make when running their sales teams is failing to set clear, attainable goals and expectations for their reps. This can lead to confusion and lack of focus, which can ultimately result in a loss of revenue. Also, many Founders do not understand the importance of data and analytics when it comes to sales. Without having clear and concise data on your sales activities, it can be difficult to measure progress, hold your reps accountable, and make informed decisions.

Another typical mistake that Founders often make is failing to invest in the right sales tools and technology. Whether it's a CRM system, marketing automation software, or sales enablement tools, having the right tech stack in place can make all the difference when it comes to building, managing and scaling a successful sales team.

It's also important to remember that because most Founders are not seasoned sales leaders, they often focus heavily on activity metrics, such as number of calls made or emails sent, over actual outcomes, such as revenue generated. These metrics are easier to measure and track, but they don't necessarily indicate that the sales team is effectively selling the product.

Founders may also not have the experience or knowledge to run an effective 1:1 training and upskilling sessions with an Account Executive. These meetings are crucial for the sales team to improve and hit their targets, but without the proper experience and knowledge, a founder may not know how (or have bandwidth) to effectively train and coach their team members.

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“A Founder without any Dev knowledge wouldn't try and lead the Engineering team, so why would they think they could successfully run the Sales department with minimal sales experience?"

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Tips and tricks to better run your sales department

It's important to note that this doesn't mean that all founders are incapable of running a sales team, but rather that it's not a guarantee that the founder has the skills, time or experience to do it effectively. So here are some tips and tricks that you can use to help run your sales team more effectively:

• Clearly define sales goals and objectives: Make sure everyone on the sales team understands what is expected of them and what the company's sales targets are. This will help them focus their efforts and stay motivated.

• Understand your target market: Do research on your target market to understand their pain points, needs, and decision-making process. This will help you develop effective messaging and positioning for your product.

• Hire the right people: When building a sales team, it's important to hire people with the right skills and experience. Look for candidates with a proven track record of success in sales and a good understanding of the industry.

• Provide training and support: Make sure your sales team has the resources and support they need to succeed. This includes training on your product, sales techniques, and tools.

• Set clear performance metrics: Establish measurable targets and milestones that your sales team can work towards. This will help them stay focused and motivated, and also gives a clear way to evaluate and give feedback.

• Communicate effectively: Communicate clearly with your sales team to make sure they understand what's expected of them and keep them informed of any changes or updates. Hold regular team meetings to discuss progress and provide feedback.

• Lead by example: Founders can be a role model for their sales team by actively participating in sales activities such as demos, product presentations, and customer meetings. This way sales team can learn by the founder's way of handling the process.

• Emphasize on continuous learning and upskilling: Make sure sales team members are continuously learning new techniques, skills and best practices to keep up with the market trends and advancements.

• Outsource or partner with sales experts: If a founder does not have a sales background or does not have the time to manage a sales team, it can be beneficial to hire professional sales experts or outsource the sales activities. This will free up the founder's time and bring in the expertise needed to drive sales results.

Wrap up

No matter your sales skill level, having a prospering sales team is essential to the growth and success of your SaaS business. However, without sales experience, it can be difficult to navigate the complexities of building and managing a successful sales team. By partnering with a fractional VP of sales, Founders can tap into the experience and expertise of a seasoned sales professional, while avoiding the costs and time commitment of hiring a full-time employee. With a fractional VP of sales, SaaS founders can better run their sales teams, increase revenue and take their business to the next level.

Check out our next blog post on how you can reduce your chances of mis-hiring your VP Sales via our recruitment checklist.