Mark Kosoglow walks through the key skills, responsibilities, and attributes for a Sales Leader at each phase of company growth

Doer Phase (0 to $1M ARR):

• The initial stage focused on finding product-market fit.


• The sales leader handles everything, including cold calls, demos, building sales systems, and refining the sales process.


• They act as an individual contributor, ensuring the company moves forward without distracting other key team members.


• Key trait: Being a hands-on, self-reliant executor.

Builder Phase ($1M to $10M ARR):

• The leader transitions to hiring and scaling the team, typically starting with individual contributors (AEs and SDRs).


• Still involved in selling but begins to set foundational systems, processes, and training.


• They document best practices and create repeatable frameworks while maintaining some "doer" responsibilities.


• Key trait: Hiring and building effective teams and processes.

Doctor Phase ($10M to $25M ARR):

• The leader becomes more metrics-driven, focusing on diagnosing and optimizing performance based on data.


• Begins managing managers and spending more time collaborating cross-departmentally (e.g., with RevOps, marketing, and customer success).


• Key trait: Using data and metrics (L1 and L2) to prevent thrash and fine-tune the organization’s operations.

Architect Phase ($25M to $100M ARR):

• The leader’s role expands to a more executive level, crafting the overall blueprint for the sales organization in alignment with other departments.


• Focus on segmentation, pricing strategies, and designing compensation plans that drive desired behaviours.


• They influence larger strategic initiatives and ensure the execution aligns with organizational goals.


• Key trait: Seeing the big picture and designing a cohesive GTM blueprint.

Communicator Phase ($100M+ ARR):

• The leader’s primary role becomes communication: setting clear expectations, timelines, and evaluating the mental models used by the team to meet goals.


• The focus shifts outward, ensuring alignment across broader organizational and market dynamics.


• Key trait: Clear and effective communication to drive alignment and execution at scale.

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