January 2019

The Infamous CEO/VP Sales Disconnect...SOLVED

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I had coffee with two different CEOs in the last couple weeks…one runs a start-up that will do $15mm this year, the other runs a $750mm 10-yr old company.  They both shared similar challenges as it was obvious both CEOs were a bit out of touch with what was going on in sales.  Of course, this made me think about the prospects for future success for both CEOs and what they need to do asap.   
 
As I left both meetings, I wondered the same thing: “what’s the VP Sales doing this whole time”?  It takes two to tango, right!?  

A lot of my work helping companies optimize revenue operations uncovers the aforementioned problem: the CEO/VP Sales Disconnect.  Simply stated, fast-moving, high-growth B2B companies must have the CEO and VP Sales singing from the same songbook.  Both parties are responsible for harmony (though CEOs might argue otherwise).  As we know, relations between CEO and the VP Sales can spiral and cost someone a job (big reveal: it ain’t the CEO who goes).  Given the high cost of disruption and money associated with a change of personnel, these four tips each for the VP Sales AND the CEO are worth considering.
 
For the VP Sales:

1. Get on your CEO’s calendar…regularly!  Meet consistently with your CEO, but do it out of the office!  This recco seems basic and tactical, but because I don’t see it enough, I guess it’s news to most folks, therefore it has to be #1 on this list.  Open and good communication always provides value.  Getting out of the office allows you to speak in detail about what is really going on in sales.  The goal here is to achieve a working intimacy that brings collaboration and agreement.  Your vision and actions need to be aligned with how the CEO thinks and you won’t get on the same page unless you meet often!
2. Tell the truth about what’s going on in the market.  Most VPs of Sales always wear a happy face and don’t want to show vulnerability or report problems.  But your problems are the CEOs problems, so the sooner you learn how to tell it like it is, the sooner two brains can clear pathways toward solutions.  (A good start is learning to use the word "challenges" instead of "problems".)
3. Ask for feedback.  The CEO’s job is not just to steer and drive the company, but to provide guidance on skill and professional development for each direct report.  So…ask for his/her interpretation of how you’re doing and keep your heart and mind open.   
4. Schedule sales calls for your CEO!  The best way to obtain support from your CEO is to get him/her involved with customers.  Let him/her hear real challenges and real feedback…from real customers!  Key point here: these meetings are not “set ups” with your best buyer friends…these market calls need to represent the real world.   

 
For the CEO:

1. Meet regularly with your VP of Sales.  Whadya know…same as #1 above!!  Sit and talk with your VP Sales to learn and help, not to prosecute.
2. Get out on sales calls.  (Again, same suggestion given to the VP Sales.)  You will be better when working internally with Product, Engineering and other company functions when you understand the sales process both inside and outside.  Not to mention you’ll be of higher value to the VP Sales when you know what customers are saying and wanting from the company.
3. Sit in on the “closed-lost” meeting run by the sales managers.  Knowing why customers are not buying gives incredible insight that helps CEOs tweak company functions and roles.  It should be as easy as reading this valuable CRM report, but often the data coming from the field needs to be, ahem, translated to actually be of value.  (Damn reps.)
4. Know who you’re hiring in a VP Sales.  This is not a suggestion to lower expectations from your VP Sales, but most of my travels find VP Sales are gasping for air and not letting on.   Either the sales head has represented his/her talents in a lofty manner, OR, the business has expanded exponentially above the talent grade of the VP Sales.  OR, CEOs need help interviewing VP Sales candidates.    

 
If either of you – CEO or VP Sales - don’t feel these ideas are do-able, then ego and baggage may have crept into your relationship.  While that’s not good, there are fixes and you should probably call me so I can help you understand your choices.  Sniffles turn into colds which can turn into flus (which sometimes last a long time, especially in the winter).  Let’s stay healthy…we got a long year ahead of us. 

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