Hiring the right sales leader is one of the most critical decisions for any B2B SaaS company.
A strong sales leader can accelerate revenue growth, build a high-performing team, and create a scalable sales process. But when it comes to choosing between a VP of Sales and a Head of Sales, many SaaS founders and CEOs struggle with the decision.
Do you need a VP of Sales to drive strategic growth and scale the organization?
Or would a Head of Sales be the right choice to establish a strong foundation and execute the early-stage sales strategy?
The answer depends on your company’s stage, revenue, and sales maturity.
In this blog, we’ll break down the roles, responsibilities, and ideal timing for hiring each position so you can make an informed decision.
Let's Dive In!
Understanding the Roles: VP of Sales vs. Head of Sales
While both positions focus on driving revenue, their scope and impact on your business differ significantly.
What Does a VP of Sales Do?
A VP of Sales is a senior executive responsible for long-term sales strategy, scaling revenue, and leading a large sales organization. They typically operate at a Series B or later stage, when the company has established product-market fit and needs to accelerate growth.
Key Responsibilities of a VP of Sales:
✔️ Develop and execute a scalable sales strategy
✔️ Build and manage a large sales team (AE, SDRs, Sales Ops, etc.)
✔️ Establish KPIs and sales metrics to drive revenue growth
✔️ Oversee forecasting, pipeline management, and sales processes
✔️ Work closely with marketing, customer success, and finance to align growth strategies
✔️ Recruit, train, and mentor sales leaders
A VP of Sales is focused on strategy, structure, and scaling rather than direct sales execution. They are not typically involved in day-to-day selling but rather ensure the sales team is performing at its highest potential.
What Does a Head of Sales Do?
A Head of Sales is a hands-on leader who focuses on execution, closing deals, and laying the groundwork for a scalable sales process. They are best suited for early-stage SaaS companies (Seed to Series A) that are still refining their sales motion.
Key Responsibilities of a Head of Sales:
✔️ Sell directly to customers while building the sales team
✔️ Develop and refine the sales playbook and processes
✔️ Hire and train the first sales reps
✔️ Work closely with the CEO and product team to refine messaging and positioning
✔️ Manage early revenue targets and pipeline growth
✔️ Test and optimize pricing, sales tactics, and customer engagement strategies
Unlike a VP of Sales, the Head of Sales is actively involved in closing deals and working closely with prospects. They are responsible for proving that the sales motion works before scaling.
So, who Should You Hire First?
Scenario 1: If You’re a Seed or Series A SaaS Company (<$5M ARR)
👉 Hire a Head of Sales First
At this stage, your primary goal is to validate and refine your sales process before scaling. You need someone who can both sell and build—a hands-on leader who can close deals while creating repeatable sales processes.
A VP of Sales at this stage is usually a mistake because:
❌ They are not hands-on sellers and expect an existing team and structure
❌ They might focus too much on strategy when the company needs execution
❌ The sales motion is not yet proven, so scaling prematurely can burn cash
A Head of Sales will help you establish the foundation for growth. Once you reach $5M+ ARR and have a repeatable process, you can promote them to VP of Sales or hire a VP to scale.
Scenario 2: If You’re a Series B+ SaaS Company ($5M–$20M+ ARR)
👉 Hire a VP of Sales
At this stage, your company has product-market fit and a proven sales motion. Your biggest challenge now is scaling. You need a leader who can hire AEs, refine processes, and build a data-driven sales organization.
A Head of Sales at this stage is often too tactical, and you’ll eventually need to replace them with a VP. Instead, hire a VP of Sales who can:
✅ Scale the sales team and revenue operations
✅ Build a predictable sales pipeline
✅ Implement metrics-driven sales forecasting
✅ Align sales with marketing and customer success
Hiring a VP of Sales too late can stall growth, while hiring them too early can waste resources. If you’re at $5M+ ARR and need to scale, a VP of Sales is the right move.
Common Hiring Mistakes to Avoid
🚫 Hiring a VP of Sales too early – If you’re still closing deals yourself, you need a Head of Sales first. A VP will struggle in an environment without a repeatable sales process.
🚫 Expecting a Head of Sales to scale beyond their capability – Some Heads of Sales can grow into a VP role, but not all. Be clear about your long-term needs.
🚫 Skipping the hiring process entirely – Many founders try to “figure out sales themselves” for too long. If you’re stuck at low ARR growth, hiring a Head of Sales can unlock revenue faster.
Final Verdict: Who to Hire First?
Early-stage SaaS (Seed – Series A, <$5M ARR)?
✔️ Hire a Head of Sales to sell, establish processes, and validate the sales motion.
Growth-stage SaaS (Series B+, $5M+ ARR)?
✔️ Hire a VP of Sales to scale revenue, hire teams, and build a predictable sales engine.
If you’re still figuring out who your ideal customer is, how to sell effectively, and how to price your product, start with a Head of Sales. Once you have a repeatable sales process and need to scale, bring in a VP of Sales.
Hiring the right sales leader at the right time can be the difference between stagnation and hypergrowth. Choose wisely, and you’ll set your SaaS company up for long-term success.
Need Help Hiring the Right Sales Leader?
If you’re looking to bring in the right sales talent for your SaaS company, we can help.
Whether it’s a Head of Sales to establish your foundation or a VP of Sales to scale your revenue, we’ll connect you with the best candidates for your stage.
Adam Richardson
Co-Founder and Director
