The Key Sign of an Ineffective VP of Sales You Shouldn't Ignore

Name: The Key Sign of an Ineffective VP of Sales You Shouldn't Ignore
Uploaded: 2023-09-16T14:15:05+00:00
Duration: 1 min
Channel: Jason M. Lemkin
Description: In this concise advisory monologue, Jason M. Lemkin identifies the single most reliable indicator that a VP of sales will not succeed: the inability or…

16 Sept 2023 · 1 min

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In this concise advisory monologue, Jason M. Lemkin identifies the single most reliable indicator that a VP of sales will not succeed: the inability or unwillingness to own up to a miss. He explains that whether a miss is a hard miss (decline from the prior quarter) or a soft miss (growth that falls short of expectations), the VP must transparently acknowledge the shortfall, avoid blaming others, and communicate the reasons promptly—ideally before the quarter ends. Lemkin stresses that honest, month‑by‑month reporting builds trust, while delayed or evasive explanations erode credibility. After admitting a miss, the VP should immediately outline two to three concrete corrective actions to improve performance. This framework of ownership, transparency, and actionable follow‑up serves as a practical diagnostic and leadership guide for sales executives and their boards.

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The number one sign I know a VP of sales will never make it is when they don't own up to a miss. And I can already see in their board decks and their presentation who's positioning it as not a miss and who's owning up to it. Now, if you miss every quarter, obviously, you know, the startup's in trouble and you can't make it as a VP of sales. But a miss is a miss and you've got to own up to it. And you've got to own up to whether it's a hard miss, i.e., it's down from the prior quarter, or a soft miss, which is growth from the prior quarter, but Not the growth we'd hoped. A soft miss is not great. I hope you had a realistic plan with your CEO, but be honest about each month. Be honest about why you missed it. Don't blame others. Transparency builds. When things aren't going well, they stop sending them. And VPs of sales don't own up to a miss. Own up to a miss. Own up to a miss. They own up to a miss as soon as they can't do anything about it. Maybe it's a couple of days before the end of the quarter if you're enterprise, because it's just too late. But they own up to the miss when it happens. They take responsibility and they tell you the 2 to 3 things they're going to do better.