Head of Sales





5 key objectives
8 position requirements
9 competencies

The Head of Sales is a critical hire for early-stage B2B SaaS companies looking to build a professional sales process and prepare for scaling their sales team.

This player-coach type of sales leader will spend around half of their time on active business development while also methodically and strategically building a basic sales process and sales playbook.

The ideal candidate will have a proven track record of scaling sales organisations in a B2B SaaS environment, developing effective sales processes and playbooks, consistently meeting personal sales targets, coaching and developing team members, and leveraging cross-functional collaboration to achieve shared revenue objectives.

Key objectives

Key objectives describe the objectives that the new employee has to achieve to be considered successful and help create the context for basic requirements and competencies.

A sales plan and corresponding hiring plan are in place based on the growth objectives of the business.

A basic sales playbook is in place for key segments and is detailed enough to start onboarding and training BDRs.

Critical elements of a professional sales process (pipeline stages, funnel metrics, activity goals) are clearly defined and followed by the sales team.

Position requirements

Position requirements include the required experiences, qualifications, and skills needed to achieve the key objectives of the role.

Proven Sales Leadership
Demonstrated experience as a Head of Sales, Sales Director, or a similar role, with a track record of successfully scaling sales organizations in a B2B SaaS environment. The candidate should have past success with a player-coach sales model, personally managing key accounts while developing team members.

  • Can you describe a situation where you had to personally manage key accounts while developing a team? What was the outcome?

  • Could you share an example of how you have scaled a sales organization in a B2B SaaS environment?

The candidate should provide specific examples demonstrating their ability to balance personal sales goals with team development. They should articulate how they mentored their team members while also successfully managing their own sales targets.

Sales Process Development
Expertise in building and implementing effective sales processes and playbooks, including defining pipeline stages, funnel metrics, and activity goals. This also includes experience with sales plan development and hiring strategies to support business growth objectives

  • Could you describe a sales process that you've developed in the past? What were the key components and how did it impact sales performance?

  • Can you give an example of a sales playbook you've developed and how it was used to onboard and train new hires?

The candidate should be able to describe a comprehensive sales process they've implemented, and articulate how it increased efficiency, productivity, or revenue. They should also provide an example of a sales playbook that effectively helped new hires understand and adopt the process.

Sales Performance Management
History of consistently meeting personal sales targets and leading by example. The candidate should be able to demonstrate an ability to hold underperforming team members accountable and motivate them to achieve their goals.

  • Tell us about a time when you had to hold an underperforming team member accountable. What was the situation and outcome?

  • Can you share an example of how you've consistently met your personal sales targets?

The candidate should provide an example of managing underperformance that demonstrates their ability to communicate expectations, provide constructive feedback, and ensure improvement. They should also provide evidence of consistently meeting their personal sales targets.


Competencies are the knowledge, skills, and abilities required to perform a job successfully. They help to distinguish superior performance from the average.

Strategic Thinking

Understands industry trends, develops future-oriented scenarios, articulates a compelling vision, and links strategic goals to daily work.

Ensuring accountability

Provides direction by clearly communicating performance expectations. Holds oneself and others accountable to meet set objectives.

Developing others

Encourages professional and personal growth in others. Suggests effective development activities to help others achieve organisational or career goals.

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