Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

Why Your COO Isn't Solving Your Scaling Problems | Cameron Herold

22 Jul 2026 · 1 min

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Cameron Herold argues that a COO can't replace deep expertise in finance, IT, sales, marketing, and operations. As you scale, each function still needs its own dedicated leader. A COO's real value is adaptability, cross-department communication, and orchestrating plays without overstepping.

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A COO can't do everything, and hiring a new second-in-command isn't going to replace subject matter expertise. A COO might focus on finance, IT, sales and marketing, operations, or business areas, but as the company scales, those areas still need their own heads. The exact configuration depends on the individual bandwidth and the maturity of the company. A COO leading 7 business areas can be an outstanding marketer, but they'll still likely need to appoint a head of marketing too. Subject matter expertise is less important in a COO than an adaptable personality and the ability to talk to department areas and call the plays without sounding like a moron.