When to Replace Your Sales Leader — Before Growth Stalls

When to Replace Your Sales Leader — Before Growth Stalls

Many CEOs wait too long to make the call.

By the time a VP of Sales, Chief Commercial Officer, or Head of Business Development is clearly underperforming, damage has already been done — and momentum is hard to regain.

In Life Sciences, where timing is everything and investors expect traction, holding on too long can quietly cost you millions.

So how do you know when it’s time to make a change?

1. The Numbers Look Okay, But There’s No Plan

Mediocre sales leaders can mask issues for 1–2 quarters.
They hit budget — barely — but can’t explain how.
They’re reactive, not proactive.

If your Commercial leader can’t clearly articulate:
✅ Where growth will come from
✅ How the team is structured to deliver
✅ What pipeline gaps exist (and how to fix them)
...you’re already behind.

2. New Hires Aren’t Producing

Sales performance isn’t just about the leader — but hiring and onboarding is.

If new reps consistently:
🚫 Miss early quota targets
🚫 Leave within 12 months
🚫 Struggle with messaging or positioning
…it’s a reflection of weak leadership, not bad luck.

3. They Can’t Shift Into a New Phase

Maybe they were great early on.
But now you’re scaling — or pivoting — and things feel stuck.

Ask yourself:
👉 Is your VP of Sales still operating like a rep?
👉 Are they building systems or clinging to old habits?
👉 Can they align with Product, Marketing, and Market Access?
👉 If it’s a VP of Sales, is it time to bring in a CCO who can lead at the next level and scale more effectively?

‍

When this happens, it’s worth stepping back to consider the traits that set great commercial leaders apart.

4. You’re Hearing It From the Field (or the Board)

The best CEOs listen to patterns, not noise.

⚠️ Reps expressing frustration
⚠️ Turnover in high-performer ranks
⚠️ Investors questioning strategy or execution

You may have confidence in your leader — but if everyone else has lost it, it’s time to reassess.

You Don’t Have to Rush. But You Can’t Wait Forever.

Replacing a Sales leader is a big move.
But if you wait until revenue stalls, you’ll spend the next year catching up.

At Alder Brooks, we help CEOs and Investors evaluate when to stay the course — and when to recruit someone who can build what’s next.

‍