Promote or Replace? How to Evaluate Internal Commercial Talent

Promote or Replace? How to Evaluate Internal Commercial Talent

In venture capital and private equity–backed Life Sciences companies, commercial roles often evolve fast. The person leading Sales or Marketing today may not be the one to lead it tomorrow.

The question isn’t just: “Are they doing a good job?”
It’s: “Can they do the job we need next?”

What to Look For

Here’s how to evaluate internal commercial talent objectively:

1. Have They Shifted from Execution to Strategy?

• Are they still in the weeds — or are they helping set direction?
• Do they spend more time reacting, or planning what’s next?

2. Are They Building a Team — or Still Selling Themselves?

• Have they developed managers or scaled talent?
• Or are they still trying to be the hero on every deal?

3. Can They Adapt to an Unprecedented Market in Life Sciences?

• The macroeconomic environment has forced everyone to pivot — have they adjusted?
• Despite the challenges, are you still growing?

4. Do They Inspire Confidence with Investors?

• Can they clearly explain performance and strategy?
• Are they proactive in addressing risks and opportunities?

5. Are They Evolving — or Hanging On?

• Have they adapted to the business as it’s scaled?
• Or do you find yourself working around them?

Sometimes It’s a Fit. Sometimes It’s Time.

Not every internal leader will grow into a CCO.
But some absolutely can — if given the right structure, support, and timeline.

Others may hit a ceiling — and that’s okay.
The bigger risk is waiting too long to make the call.

If you're considering a promotion, here’s how to assess whether your VP of Sales & Marketing can step up to a true CCO role.

What We’ve Learned

At Alder Brooks, we’re the only executive search firm focused entirely on Commercial leadership in Life Sciences.We help CEOs and venture capital and private equity investors evaluate internal commercial talent — and decide whether to promote from within or recruit a new Chief Commercial Officer, VP of Sales, or VP of Marketing.That decision can’t be made on loyalty or gut instinct alone.It requires structure, clarity, and the right recruiter to guide it.

Start by defining what success looks like for the next phase — then assess your internal leader against that profile.