266 (Lead) How to Lead a Sales Team From $0 to $100M in 8-Years

Mark Kosoglow walks through the key skills, responsibilities, and attributes for a Sales Leader at each phase of company growth Doer Phase (0 to $1M ARR): The initial stage focused on finding product-market fit. The sales leader handles everything, including cold calls, demos, building sales systems, and refining the sales process. They act as an individual contributor, ensuring the company moves forward without distracting other key team members. Key trait: Being a hands-on, self-reliant executor. Builder Phase ($1M to $10M ARR): The leader transitions to hiring and scaling the team, typically starting with individual contributors (AEs and SDRs). Still involved in selling but begins to set foundational systems, processes, and training. They document best practices and create repeatable frameworks while maintaining some "doer" responsibilities. Key trait: Hiring and building effective teams and processes. Doctor Phase ($10M to $25M ARR): The leader becomes more metrics-driven, focusing on diagnosing and optimizing performance based on data. Begins managing managers and spending more time collaborating cross-departmentally (e.g., with RevOps, marketing, and customer success). Key trait: Using data and metrics (L1 and L2) to prevent thrash and fine-tune the organization’s operations. Architect Phase ($25M to $100M ARR): The leader’s role expands to a more executive level, crafting the overall blueprint for the sales organization in alignment with other departments. Focus on segmentation, pricing strategies, and designing compensation plans that drive desired behaviours. They influence larger strategic initiatives and ensure the execution aligns with organizational goals. Key trait: Seeing the big picture and designing a cohesive GTM blueprint. Communicator Phase ($100M+ ARR): The leader’s primary role becomes communication: setting clear expectations, timelines, and evaluating the mental models used by the team to meet goals. The focus shifts outward, ensuring alignment across broader organizational and market dynamics. Key trait: Clear and effective communication to drive alignment and execution at scale. RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal