Thoughts on VP of Sales and Marketing

Last week, Bruce Cleveland, a partner at Interwest, wrote a blog post about the VP of Sales and Marketing. Comparing this position to the “mythical” unicorn, Bruce points out that since sales and marketing require such different skill set, goals and temperament, it is impossible to find someone that can fill both of those position at the same time. He admits to even seriously questioning any CEO who believes that there is such a position.

I agree for the most part with Bruce’s analysis. As we see in our portfolio companies and in many prospects, the challenges of sales and marketing are very different, and there should actually be healthy tension between the two departments – to make sure that both departments are accountable and working together to find and convert the most qualified leads into sales. This can only most optimally be done when there are separate Sales and Marketing VPs who are peers in the management teams, partners and collaborators for the good of the company.

Nevertheless, sometimes circumstances force an expansion stage company to have a VP of Sales and Marketing, if not in name, but in responsibility. It is often the case that a company hire a very strong VP of sales who leads the team to aggressive growth, and hence actually forces the need for more marketing leadership. While looking for the perfect VP of Marketing, or while waiting to grow the company into a size that justifies the VP of Marketing title, the VP of Sales is asked to take on the additional responsibility of heading the incipient marketing department.

While this is only temporary, it sometimes works quite well (for a short while). The key to this is that the VP of Sales needs to be very organized so as to make sure that both sales and marketing are running smoothly without being overwhelmed by either, and they also need to appreciate marketing at least as a component to the sales team’s success. The VP of Sales does not have to be (and is probably not) an expert in all types of marketing, but he/she should know what can help close the sales in terms of marketing areas such as content marketing strategy and lead generation systems, and a network of people that they can tap in for expertise and help when needed.

Lastly, that VP of Sales also needs to know when to really say “I need a VP of Marketing”, makes a strong case for it, and is willing to leave it to the right VP of Marketing to take it to the next level.