Make the Right Decision AND Make a fCRO Decision

A sales team without a leader is like a ship without a captain or a sports team without a coach. When a business loses, or never had, a Fractional Chief Revenue Officer, there’s a clear void that must be filled. Whether you're a Board member, CEO, Founder, or Owner, you have options when it comes to addressing this gap. However, the right decision depends on the specific circumstances of your business.

Making decisions makes most people afraid. Even leaders fear the consequences of making the wrong call, either because they want to protect their position or lack the courage to challenge the status quo. But doing nothing is the worst decision you can make. Imagine if a professional sports team was left to coach itself, or if an unqualified stand-in filled the position. If the success of your business relies on winning customers and contracts, then you must act.

As Theodore Roosevelt wisely said: “In any moment of decision, the best thing you can do is the right thing. The worst thing you can do is nothing.”

Starting an Executive Search: The Long and Expensive Route

One option is to launch an executive search for a new sales leader. Whether handled internally or through an external recruiter, this process typically involves drafting a job description, posting the position, actively sourcing candidates, and conducting interviews. While this may seem like a natural choice, it is a lengthy endeavor.

When I researched how long an executive search typically takes, responses varied from “it depends” to “up to a year.” My experience suggests that it usually takes at least three months. In addition to being time-consuming, the process can be expensive—especially if you’re using an external recruiter. Worse still, you might not know if you’ve made the right hire until the new leader has been with your company for 6 to 12 months.

Engaging a Consultant: Strategy but No Implementation

If your sales leader was recently let go due to poor team performance, you might consider bringing in a sales management consultant. The hope is that a seasoned firm will send their brightest talent to address your challenges. However, there’s an inherent limitation with consultants: they advise and recommend, but they do not implement.

Consultants, particularly from large firms, often come with rigid methodologies and high overheads. While they may provide valuable insights, they are ultimately accountable to their consulting firm—not to your business. In my opinion, consulting doesn’t address the leadership void in your sales organization. It’s better to engage a consultant when you already have strong sales leadership in place.

Engaging a Sales Trainer: For When Leadership Is Present but Lacking

Sometimes, the gap in sales leadership is filled by someone who lacks the necessary qualifications but occupies the role anyway. In such cases, sales trainers can be brought in to work with both the “leader” and the sales team. I believe in the power of training, but businesses must be able to afford the time it takes for new knowledge to be absorbed and applied effectively.

Training can be a valuable investment—if you have the luxury of time.

Contracting another Fractional Chief Revenue Officer: Immediate Impact

If filling the leadership gap is urgent and your business requires a skilled, experienced sales leader right away, engaging a Fractional Chief Revenue Officer is the ideal solution. Here’s why:

·       Available within days: A Fractional CRO can step in quickly, sometimes within just a few days.

·       Seamless integration: Fractional CROs integrate into your organization as a permanent hire would, helping maintain continuity.

·       Flexible options: They can work on a fractional or part-time basis, depending on your needs.

·       Highly qualified: Fractional CROs are often overqualified for the role, bringing a wealth of experience and immediate impact.

·       No baggage: Because they have no long-term ties to your company, Fractional CROs can make tough decisions without hesitation.

Contact us to explore how this option can benefit your business.