From founder led to sales leader

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue ready to move from hero selling to a repeatable system.

The quick answer

Move when you can define the ideal customer, a simple process, and a message that wins beyond your network. Hire a builder who can sell now and scale later. Keep the founder in top deals and in product feedback loops. Set a ninety day plan that proves coaching, pipeline quality, and an accurate forecast.

The method in seven steps

Write the sales job to be done
Document who you sell to, your stages, your talk track, and your proof. Name the outcomes the leader must deliver in ninety days and in one year.
Hire for builder traits
Look for leaders who have sold at your size and have built the first team. Evidence includes two or three reps hired and coached to target, a clean process, and a forecast that the board trusted.
Define the first team shape
Start with two to four quota carrying reps and one sales operations function shared or fractional. Keep territories simple and leave room to learn.
Set the coaching rhythm
Weekly one on ones, a pipeline and deal review, and monthly stage conversion checks. The leader should ride along on early calls and teach the process.
Protect founder time and impact
The founder keeps a short list of top deals and two weekly customer conversations for product feedback. The leader runs the rest and reports back with insights.
Publish decision rights
The leader owns hiring, coaching, forecasting, and day to day pricing approvals within guardrails. The founder approves exceptions, large discounts, and strategic accounts.
Measure the transition
Track meetings, stage conversion, deal age, forecast accuracy, and rep ramp. Expect noise for one quarter then steady improvement.

Example

A twenty two million services firm hired a builder who had grown a team from two to eight reps at a similar company. Within six months they moved from founder heavy selling to a system with a weekly coaching cadence and a forecast that closed within ten percent of plan.

Pitfalls and fixes

Hiring a brand name leader who has only run large teams. Seek stage fit and builder evidence.
Abdicating customer contact. Keep founder involvement in top deals and product loops.
Over designing process. Start simple and add only what improves win rate or accuracy.

Checklist

Sales job to be done written
Builder profile and interview scorecard
First team and territories defined
Coaching and review rhythm booked
Decision rights and pricing guardrails set
Transition metrics on the dashboard