Building Sales Team
Scope
Covers
- Deciding when to hire sales vs continue founder-led selling
- Designing the first sales team (pilot AE/SDR/hybrid) and hiring sequence
- Hiring for repeatability (avoid “one heroic rep” dependency)
- Setting a minimal operating cadence (ramp plan, metrics, coaching loop)
- Technical / product-heavy selling: “sales that can pass for PMs”
When to use
- “We’re ready to hire our first AE / SDR—help me design the plan.”
- “Should we hire sales now or wait until the motion is repeatable?”
- “Create role scorecards + an interview loop for early sales hires.”
- “We’re starting product-led sales—how do we run a small pilot team?”
- “Build an onboarding + 30/60/90 ramp plan for the first reps.”
When NOT to use
- You need to get first customers / validate ICP from scratch (use
founder-sales first)
- You’re scaling a mature sales org (territories, forecasting, multi-layer management)
- You need legal/HR advice, compensation plan legal review, or employment compliance guidance
- You want generic hiring advice without a defined sales motion and measurable readiness gates
Inputs
Minimum required
- Company stage (pre-seed/seed/Series A+) and current GTM motion (PLG, outbound, enterprise, inbound)
- Current funnel baseline: last ~50–100 “at-bats” if available (first meetings → closed-won), win rate, typical ACV, cycle length
- ICP + product complexity (how technical is the sell; who must be convinced)
- Current resources: founder time, CS/support involvement, marketing demand, budget/headcount constraints
- Timeline + success definition (e.g., “2 reps ramped to $X pipeline/month in 90 days”)
Missing-info strategy
- Ask up to 5 questions from references/INTAKE.md.
- If data is missing, proceed with explicit assumptions and deliver two options: (A) “Hire now (pilot)” vs (B) “Wait + founder-led milestones to hit first”.
Outputs (deliverables)
Produce a Sales Team Build Pack in Markdown (in-chat; or as files if requested):
- Context snapshot (stage, motion, ICP, constraints, targets)
- Readiness gate (hire-now vs wait) with measurable criteria
- Team design + hiring sequence (who to hire first/second; when; why)
- Role scorecards (AE/SDR/hybrid) + evaluation criteria (incl. product depth bar)
- Interview loop + practical exercises + scoring sheet
- Onboarding + 30/60/90 ramp plan + coaching/metrics cadence
- Risks / Open questions / Next steps (always included)
Templates: references/TEMPLATES.md
Workflow (7 steps)
1) Intake + stage gating (should we hire now?)
- Inputs: User context; references/INTAKE.md; any funnel history.
- Actions: Identify the GTM motion and whether the founder has achieved a repeatable baseline. Look for: (a) organic demand/hand-raisers (if PLG), and/or (b) a repeatable win rate from first meeting → close (target range often ~15–25% over ~50–100 at-bats). Decide: Hire now vs Wait.
- Outputs: Context snapshot + readiness gate decision + assumptions/unknowns.
- Checks: The decision is tied to measurable evidence (or clearly labeled assumptions).
2) Define the “repeatable motion” you’re hiring into
- Inputs: ICP, use case, pricing/packaging, current discovery/demo flow.
- Actions: Write a 1-page “sales motion spec”: qualification, first meeting agenda, demo/pilot criteria, pricing guardrails, common objections, and what counts as an “at-bat”. Clarify founder vs rep responsibilities for the next 60–90 days.
- Outputs: Sales motion spec + handoff boundaries.
- Checks: A new rep could run the next 10 deals with this spec without inventing the process.
3) Choose the initial team topology (pilot-first) + sequence hires
- Inputs: Motion spec; readiness decision; budget; pipeline sources.
- Actions: Select the simplest starting shape:
- PLG/hand-raisers: attach yourself to a pilot AE and/or SDR and run it as a learning pod (not quota theater).
- Outbound: consider an SDR+AE sequence (or a hybrid rep) depending on deal complexity.
- In very early stages: use founder/CS/support to close a subset of deals until the motion is proven.
Build a hiring sequence that enables A/B testing: if feasible, hire two reps close together to avoid “one data point” dependence.
- Outputs: Team design + hiring plan table (roles, timing, success criteria, risks).
- Checks: The plan creates comparability (two reps or comparable cohorts) and protects learning time.
4) Write role scorecards (hire for product depth + learning ability)
- Inputs: Motion spec; team design; customer/technical context.
- Actions: Draft scorecards for each role (AE/SDR/hybrid). For technical products, set a “PM-like” bar: reps should demonstrate product intuition, curiosity, and the ability to earn engineer trust. Translate insights into “must-have signals” + “red flags”.
- Outputs: Role scorecards + evaluation rubric.
- Checks: Scorecards are specific enough that two interviewers would rate candidates similarly.
5) Build an interview loop with practical tests
- Inputs: Scorecards; references/TEMPLATES.md (interview kit).
- Actions: Define stages, interviewers, and exercises (e.g., mock discovery, objection handling, written follow-up email, product deep-dive, “explain to 10 engineers” test). Add structured scoring and a debrief protocol to reduce gut-feel hiring.
- Outputs: Interview plan + question bank + score sheet.
- Checks: Every interview maps to a scorecard signal; pass/fail criteria are explicit.
6) Create onboarding + ramp plan (and a simple management system)
- Inputs: Motion spec; expected pipeline sources; enablement assets (or create minimal ones).
- Actions: Build a 30/60/90 plan: training, shadowing, call reviews, pipeline targets, activity guardrails, and demo/pilot readiness. Define weekly cadence (pipeline review, call coaching, experiment review). Preserve the “A/B test humans” approach by tracking rep-to-rep differences and diagnosing process vs person.
- Outputs: Onboarding plan + ramp targets + coaching cadence + metrics list.
- Checks: Ramp targets are measurable; coaching loop is scheduled; “definition of done” exists for each phase.
7) Quality gate + finalize
- Inputs: Draft pack.
- Actions: Run references/CHECKLISTS.md and score with references/RUBRIC.md. Add Risks / Open questions / Next steps and identify what would change the hire/wait decision.
- Outputs: Final Sales Team Build Pack.
- Checks: A stakeholder can approve the plan and start hiring this week (or confidently defer with clear milestones).
Quality gate (required)
- Use references/CHECKLISTS.md and references/RUBRIC.md.
- Always include: Risks, Open questions, Next steps.
Examples
Example 1 (first AE hires):
“Use building-sales-team. We’re seed-stage B2B SaaS. Founder has closed 12 customers; last 60 first meetings → 14 closed-won (~23%). ACV $12k. We want to hire our first AEs. Output: a Sales Team Build Pack with readiness gate, hire-two plan, role scorecards, and interview loop.”
Example 2 (PLG → PLS pilot):
“Use building-sales-team. We have steady inbound hand-raisers from our product. We want a pilot AE/SDR pod to close mid-market upgrades. Output: team topology, hiring sequence, and a 30/60/90 ramp with coaching cadence.”
Boundary example:
“We have no repeatable sales motion or ICP yet—hire a VP Sales to ‘figure it out’.”
Response: recommend founder-led discovery/validation first (use founder-sales), define readiness milestones, and return to this skill once a motion can be written down and measured.
1---2name: building-sales-team3description: Build an early sales team and operating cadence (readiness gate, hiring plan, role scorecards, interview loop, onboarding/ramp). Use for first AE/SDR hires, seed→Series A sales team build, and product-led sales pilot. Category: Sales & GTM.4---5
6# Building Sales Team
7
8## Scope
9
10**Covers**
11- Deciding **when** to hire sales vs continue founder-led selling
12- Designing the **first sales team** (pilot AE/SDR/hybrid) and hiring sequence
13- Hiring for **repeatability** (avoid “one heroic rep” dependency)
14- Setting a minimal **operating cadence** (ramp plan, metrics, coaching loop)
15- Technical / product-heavy selling: “sales that can pass for PMs”
16
17**When to use**
18- “We’re ready to hire our first AE / SDR—help me design the plan.”
19- “Should we hire sales now or wait until the motion is repeatable?”
20- “Create role scorecards + an interview loop for early sales hires.”
21- “We’re starting product-led sales—how do we run a small pilot team?”
22- “Build an onboarding + 30/60/90 ramp plan for the first reps.”
23
24**When NOT to use**
25- You need to get first customers / validate ICP from scratch (use `founder-sales` first)
26- You’re scaling a mature sales org (territories, forecasting, multi-layer management)
27- You need legal/HR advice, compensation plan legal review, or employment compliance guidance
28- You want generic hiring advice without a defined sales motion and measurable readiness gates
29
30## Inputs
31
32**Minimum required**
33- Company stage (pre-seed/seed/Series A+) and current GTM motion (PLG, outbound, enterprise, inbound)
34- Current funnel baseline: last ~50–100 “at-bats” if available (first meetings → closed-won), win rate, typical ACV, cycle length
35- ICP + product complexity (how technical is the sell; who must be convinced)
36- Current resources: founder time, CS/support involvement, marketing demand, budget/headcount constraints
37- Timeline + success definition (e.g., “2 reps ramped to $X pipeline/month in 90 days”)
38
39**Missing-info strategy**
40- Ask up to 5 questions from [references/INTAKE.md](references/INTAKE.md).
41- If data is missing, proceed with explicit assumptions and deliver **two options**: (A) “Hire now (pilot)” vs (B) “Wait + founder-led milestones to hit first”.
42
43## Outputs (deliverables)
44
45Produce a **Sales Team Build Pack** in Markdown (in-chat; or as files if requested):
46
471) **Context snapshot** (stage, motion, ICP, constraints, targets)
482) **Readiness gate** (hire-now vs wait) with measurable criteria
493) **Team design + hiring sequence** (who to hire first/second; when; why)
504) **Role scorecards** (AE/SDR/hybrid) + evaluation criteria (incl. product depth bar)
515) **Interview loop + practical exercises** + scoring sheet
526) **Onboarding + 30/60/90 ramp plan** + coaching/metrics cadence
537) **Risks / Open questions / Next steps** (always included)
54
55Templates: [references/TEMPLATES.md](references/TEMPLATES.md)
56
57## Workflow (7 steps)
58
59### 1) Intake + stage gating (should we hire now?)
60- **Inputs:** User context; [references/INTAKE.md](references/INTAKE.md); any funnel history.
61- **Actions:** Identify the GTM motion and whether the founder has achieved a repeatable baseline. Look for: (a) organic demand/hand-raisers (if PLG), and/or (b) a repeatable win rate from first meeting → close (target range often ~15–25% over ~50–100 at-bats). Decide: **Hire now** vs **Wait**.
62- **Outputs:** Context snapshot + readiness gate decision + assumptions/unknowns.
63- **Checks:** The decision is tied to measurable evidence (or clearly labeled assumptions).
64
65### 2) Define the “repeatable motion” you’re hiring into
66- **Inputs:** ICP, use case, pricing/packaging, current discovery/demo flow.
67- **Actions:** Write a 1-page “sales motion spec”: qualification, first meeting agenda, demo/pilot criteria, pricing guardrails, common objections, and what counts as an “at-bat”. Clarify founder vs rep responsibilities for the next 60–90 days.
68- **Outputs:** Sales motion spec + handoff boundaries.
69- **Checks:** A new rep could run the next 10 deals with this spec without inventing the process.
70
71### 3) Choose the initial team topology (pilot-first) + sequence hires
72- **Inputs:** Motion spec; readiness decision; budget; pipeline sources.
73- **Actions:** Select the simplest starting shape:
74 - PLG/hand-raisers: attach yourself to a **pilot AE and/or SDR** and run it as a learning pod (not quota theater).
75 - Outbound: consider an SDR+AE sequence (or a hybrid rep) depending on deal complexity.
76 - In very early stages: use **founder/CS/support** to close a subset of deals until the motion is proven.
77 Build a hiring sequence that enables A/B testing: if feasible, **hire two reps** close together to avoid “one data point” dependence.
78- **Outputs:** Team design + hiring plan table (roles, timing, success criteria, risks).
79- **Checks:** The plan creates comparability (two reps or comparable cohorts) and protects learning time.
80
81### 4) Write role scorecards (hire for product depth + learning ability)
82- **Inputs:** Motion spec; team design; customer/technical context.
83- **Actions:** Draft scorecards for each role (AE/SDR/hybrid). For technical products, set a “PM-like” bar: reps should demonstrate product intuition, curiosity, and the ability to earn engineer trust. Translate insights into “must-have signals” + “red flags”.
84- **Outputs:** Role scorecards + evaluation rubric.
85- **Checks:** Scorecards are specific enough that two interviewers would rate candidates similarly.
86
87### 5) Build an interview loop with practical tests
88- **Inputs:** Scorecards; [references/TEMPLATES.md](references/TEMPLATES.md) (interview kit).
89- **Actions:** Define stages, interviewers, and exercises (e.g., mock discovery, objection handling, written follow-up email, product deep-dive, “explain to 10 engineers” test). Add structured scoring and a debrief protocol to reduce gut-feel hiring.
90- **Outputs:** Interview plan + question bank + score sheet.
91- **Checks:** Every interview maps to a scorecard signal; pass/fail criteria are explicit.
92
93### 6) Create onboarding + ramp plan (and a simple management system)
94- **Inputs:** Motion spec; expected pipeline sources; enablement assets (or create minimal ones).
95- **Actions:** Build a 30/60/90 plan: training, shadowing, call reviews, pipeline targets, activity guardrails, and demo/pilot readiness. Define weekly cadence (pipeline review, call coaching, experiment review). Preserve the “A/B test humans” approach by tracking rep-to-rep differences and diagnosing process vs person.
96- **Outputs:** Onboarding plan + ramp targets + coaching cadence + metrics list.
97- **Checks:** Ramp targets are measurable; coaching loop is scheduled; “definition of done” exists for each phase.
98
99### 7) Quality gate + finalize
100- **Inputs:** Draft pack.
101- **Actions:** Run [references/CHECKLISTS.md](references/CHECKLISTS.md) and score with [references/RUBRIC.md](references/RUBRIC.md). Add **Risks / Open questions / Next steps** and identify what would change the hire/wait decision.
102- **Outputs:** Final Sales Team Build Pack.
103- **Checks:** A stakeholder can approve the plan and start hiring this week (or confidently defer with clear milestones).
104
105## Quality gate (required)
106- Use [references/CHECKLISTS.md](references/CHECKLISTS.md) and [references/RUBRIC.md](references/RUBRIC.md).
107- Always include: **Risks**, **Open questions**, **Next steps**.
108
109## Examples
110
111**Example 1 (first AE hires):**
112“Use `building-sales-team`. We’re seed-stage B2B SaaS. Founder has closed 12 customers; last 60 first meetings → 14 closed-won (~23%). ACV $12k. We want to hire our first AEs. Output: a Sales Team Build Pack with readiness gate, hire-two plan, role scorecards, and interview loop.”
113
114**Example 2 (PLG → PLS pilot):**
115“Use `building-sales-team`. We have steady inbound hand-raisers from our product. We want a pilot AE/SDR pod to close mid-market upgrades. Output: team topology, hiring sequence, and a 30/60/90 ramp with coaching cadence.”
116
117**Boundary example:**
118“We have no repeatable sales motion or ICP yet—hire a VP Sales to ‘figure it out’.”
119Response: recommend founder-led discovery/validation first (use `founder-sales`), define readiness milestones, and return to this skill once a motion can be written down and measured.
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