VP Sales Revenue Impact

A great VP of Sales can significantly impact revenue by optimizing pricing and sales processes, particularly for founder-led companies that typically underprice their products.

Key Points:

• Revenue Impact:

  • Good VP of Sales can drive 30-100% revenue lift in first quarter
  • Achieves this through better pricing and sales optimization
  • Can run existing playbook with same leads/customers but get better results

• Founder Pricing Problems:

  • Founders typically underprice their products
  • Focus more on getting product off ground than optimizing pricing
  • Leave money on table to make customers happy
  • This approach helps with initial traction but limits revenue

• VP of Sales Advantages:

  • Not emotionally attached to product like founders
  • Confident in asking for full product value
  • Will not rip customers off but will get fair market value
  • Can remove founder's imposter syndrome from pricing decisions

• Implementation:

  • Can fix pricing for new customers (harder for existing ones)
  • Can double prices: 6 to 12 to 18 to 100
  • Mediocre VP of Sales will see revenue decline vs founder-led sales
  • Great VP of Sales will drive immediate revenue lift through optimization