Four Signs of Sales Overhiring (February 22, 2023)
According to layoffs.fyi, more than 393 tech companies have laid off more than 109,000 workers thus far in 2023. It’s reminiscent of 2009 and 2001, when slowdowns caused businesses to downsize similarly. I’m so ancient, I remember both of those years clearly.
Some SaaS companies' headlines are: “Sorry, things seemed promising for a while there, but we overhired. Oops!” Those words, however, feel like a mixture of indifference and incompetence in the ears of the unemployed worker who was recently hired to the tune of a promising future.
Some roles within the organization, namely sales leaders and revenue operations leaders, are usually aware of overhiring long before it occurs. It often becomes apparent during the business planning phase, when various teams are submitting their goals for the upcoming year, and an aspirational growth rate is handed down to the sales team. Leaders jockey to secure hiring requisitions, knowing that they will need more people to support lofty numbers, but their belief in those numbers is skeptical at best.
Our advice? Check in with your sales leaders. They might have already noticed one of these four cautionary signals:
- A sales leader who (secretly or candidly) doesn’t believe in the revenue plan: Listen to this person’s feedback - if they think this year’s XX% year-over-year growth rate isn’t sustainable in next year’s market conditions, take the time to understand their perspective. They’re often right, but don’t want to sound like naysayers, so they take on a target that wasn’t achievable from the onset.
- Talented individual contributors with meager territories: Organizations historically squeeze sales teams from year to year, raising quotas while slicing territories in an effort to improve efficiency and maximize coverage. At some point, though, your most loyal reps know they don’t have enough accounts to make ends meet, and they’re usually outspoken about it. Listen to them. Their less loyal peers are already plotting their escape.
- A homogenous customer base: When there is a slowdown, it can affect some industries and not others. Thus far in 2023, tech has been disproportionately hindered while other verticals are still flourishing. Venturing into disparate segments and diversifying one’s customer base provides resilience during times like these, and agility for the business over time.
- Underutilized supporting roles: Often, people who join startups from larger companies envision the addition of specialized roles like sales enablement, solutions engineering, customer success, account management, professional services, etc. They’re not always sure of the timing, and they sometimes build a team before the timing is right. Be careful about measuring the utilization of these people, hesitating to hire until the business can support them appropriately, even if things slow down a bit.
What is missing from this list? We’d love to hear from you, and we’ll continue to share our perspective as well.