In the past, executive search firms succeeded by leveraging broad industry networks and focusing on pedigree: the right title, at the right company, with a solid CV. But today’s go-to-market (GTM) landscape is radically different—and those old rules no longer apply.
What’s Changed?
Modern commercial leaders face a convergence of complexity: data overload, marketing tech stacks, RevOps integration, sales enablement tools, and customer-centric product strategies. A CRO today is not just a salesperson-in-chief; they’re a systems thinker, a culture builder, and a growth strategist.
The same applies to CMOs, CCOs, and RevOps leaders. They must drive predictable revenue, align cross-functional teams, and make data-led decisions. Legacy executive search models simply weren’t built to identify and evaluate this new breed of commercial leadership.
3 Reasons Traditional Search Falls Short:
- Over-reliance on titles and tenure: Great GTM leaders often take nonlinear career paths. A VP of Sales in a SaaS startup may outperform a CRO from a legacy enterprise.
- Lack of GTM domain fluency: Traditional firms lack the operational experience to assess whether a candidate truly understands funnel metrics, PLG dynamics, or RevOps alignment.
- Inability to assess for system thinking and adaptability: These are now core traits for success—but they’re rarely tested in traditional interviews.
The Solution: Outcome-Focused, GTM-Literate Search
Modern exec search must shift from CVs to capabilities. That means:
- Deep discovery work with clients to define not just the role, but the growth challenge.
- Assessment frameworks that measure strategic thinking, data fluency, and leadership style.
- Accessing non-traditional candidates who bring outsized potential, not just perfect resumes.
If your GTM team is a growth engine, don’t hire the driver using yesterday’s map.
