The One Question That Took Over the Entire Podcast Episode

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I joined Tony Moore from Timpl on his podcast to talk about how founders should hire sales leaders.

He kicked things off with a simple question:

“What are the top 5 rules for hiring a sales leader at a small SaaS company?”

We never got past the first one.

Just like in so many of our live trainings with founders, one great question opened the floodgates. The rest of the episode became a deep dive into what I call the 4 W’s—the core decisions that every founder must answer before hiring a sales leader.

1. Why are you hiring?
Are you burned out? Missing revenue goals? Confused on next steps?

2. When do you need them?
Too soon and they fail. Too late and you’re cleaning up a mess.

3. What will they actually do?
Define the motion. Define the goals. Define reality—not a job post fantasy.

4. Who is the right fit for this stage?
Past logos don’t mean success. Have they built what you need built?

This is where most founders go sideways.

If you're hiring a sales leader in the next 6 months, give the episode a listen. These 4 questions will shape your hiring strategy—and save you from painful missteps.

🎧 EPISODE

Want help working through the 4 W’s for your own company? Contact Travis

By Travis Janko, CEO of GSD Coach & Recruiting, helping SaaS founders build the top 5% of talent, FAST!