“Who builds the playbook” Founder or CRO
We need to increase revenue. How early do we hire a CRO, or should the founder lead sales themselves?”
This is a question I’m hearing all the time for early-stage leadership.
So this was the number one thing on my mind when I spoke with Edward Kyei the Global Engagement Manager at VC firm N47, who works with portfolio companies providing GTM strategy,
Here’s what he’s seen work and what’s ended up in failure:
1. Start with the founder in the room
The most successful early-stage companies all start with the founder in the room pitching the product.
The founder needs to know the product, feel the customer’s pain, and understand the sales process first hand. That’s an experience that’s simply irreplaceable.
But the important note here is that this only works until it doesn’t scale. Once the founder hits that ceiling, the next hire matters enormously.
2. Not every technical founder should be doing this alone
For technical founders, selling can be so far outside their comfort zone that it actively holds the company back.
The alternative is a revenue-focused co-founder.
That would be someone comfortable leading commercial conversations, building the playbook, and eventually bringing in a couple of SDRs, allowing the founder to stay close to the customer without carrying the full weight of the pipeline.
3. Whoever leads sales, the founder must stay on the ground
Even if you bring in a revenue co-founder or an experienced AE, the founder’s job isn’t to disappear into product.
Listen to the objections. Watch how customers react when you share the roadmap. That intelligence is irreplaceable.
4. Make your CRO the highest-paid person in the business
And when the time is right, you have to make your CRO the highest-paid person in the business.
If they’re from your industry and they can bring in the numbers, your investors will back it.
You must be prepared to pay for it, because the best people have options. A strong approach is to offer them a slice of what you’re creating, so make the case for them joining early, helping build something, and sharing in what comes next.
5. When you do hire, hire from your sector
It’s important that you bring in CRO’s who already speak the language, know the pain points, and have relationships with the buyers you’re trying to reach.
This isn’t about hiring fast, it’s about hiring the right talent and to know exactly what stage you’re at before you do.
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