When Your VP of Sales & Marketing Might Need to Become a CCO

When Your VP of Sales & Marketing Might Need to Become a CCO

In early-stage Life Sciences companies, many Investors and CEOs start with a VP of Sales & Marketing instead of a Chief Commercial Officer.

It’s often the right move:
• It’s more cost-effective
• It supports focus on execution
• It buys time while the business matures

But eventually, the company outgrows the role — or the person in it.

The question is: Can this VP scale into a CCO role?

Sometimes, the answer is yes. Sometimes, it’s not that simple.

Here’s What Changes as the Business Grows

1. From tactical execution to strategic leadership
   Early-stage VPs often take ownership of sales and are handed marketing oversight with a single manager or agency. A true CCO must lead strategic marketing, sales strategy, board management, cohesivness with the ELT— all while continuing to manage sales execution.
2. From managing reps to managing cross-functional alignment
   VPs often stay focused on managing reps and driving numbers. But as the org grows, the commercial leader must align with Product, Finance, Market Access, Regulatory, Operations, and the Board. That shift can stretch even high performers.
3. From reactive selling to proactive market architecture
   A CCO doesn’t just sell — they build the system that scales:
   • Marketing
   • Sales
   • Expansion (Market and Geographical)
   • Commercial infrastructure
   • Board and ELT Management

When to Ask the Bigger Question

Your VP might be growing with the business — or they may be getting outpaced.

Watch for these signals:

• Execution is fine, but strategy is unclear
• Marketing remains tactical, without upstream insight
• Internal alignment is lagging
• New initiatives feel fragmented
• The CEO is still carrying the commercial strategy

In these moments, it’s time to pause and ask: Is this leader set up to succeed — or are they now in a different job than the one you hired them to do?

If you’re seeing signs that your VP may no longer be the right fit, here’s how to know when it’s time to make a change.

Not Every VP Should Be Promoted — But Some Can Rise to It

Some VPs can absolutely evolve into strong CCOs — especially if they’re given:

• A strong tactical Marketing Manager to run day-to-day
• Clear upstream goals and support
• Opportunities to work across the org and with the Board
• Candid coaching from the CEO or a commercial advisor

Others will hit a ceiling — and that’s okay. It’s better to make a change than to wait until growth stalls.

At Alder Brooks, we help Life Sciences CEOs evaluate internal talent honestly — and know when it’s time to recruit the next-level leader.

Here are the traits that separate VPs from true commercial leaders — and how to assess them before you promote.

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