Define the Role
Before posting anything, get crystal clear on what you actually need
Decide: Sales, Marketing, or both?
Sales = closes deals. Marketing = generates leads & builds brand. Hire Sales first if you have product but no pipeline. Hire Marketing first if brand awareness is the gap.
DECIDE FIRST
Write a clear list of outcomes (not just duties)
E.g., "Close 5 new accounts per month" is stronger than "responsible for sales." Outcomes attract performers, duties attract order-followers.
→ USE JOB POSTING TEMPLATE
Set your salary range before you start
Research Glassdoor, LinkedIn Salary, and levels.fyi for your market. Decide on base + commission split for Sales roles (typical: 50/50 or 60/40 base/variable).
DO THIS EARLY
Define your "must-haves" vs "nice-to-haves"
Limit must-haves to 3–5. More than that and you'll filter out great candidates. Keep nice-to-haves for tiebreakers only.
Write your job posting — lead with mission, not requirements
Top candidates choose companies, not just jobs. Open with why this role matters and what success looks like, then list requirements.
→ USE JOB POSTING TEMPLATE
💡 First-Timer Tip
Don't hire a jack-of-all-trades "sales and marketing" person to save money. Blended roles lead to blended results. Pick one function first and do it right.
Source Candidates
Where to find great Sales & Marketing talent — and how to reach them
Post on LinkedIn Jobs (your #1 channel for Sales & Marketing)
LinkedIn is where B2B sales/marketing talent lives. Use a free post first, then boost for $50–200/week if you're not getting enough applicants.
START HERE
Tap your personal + team network first
Referrals are the #1 source of quality hires. Send a personal note to 10–20 people in your network. Offer a referral bonus ($500–2,000) if budget allows.
HIGH QUALITY
Post on Indeed (high volume, lower cost)
Great for casting a wide net. Expect more volume but lower signal — you'll need to screen more carefully.
Do outbound LinkedIn outreach (for Sales roles especially)
Use LinkedIn Recruiter Lite ($170/mo) or search manually. A good Sales candidate who responds well to your cold message just showed you they can sell.
PRO MOVE
Set up a simple ATS to track applicants
Even a free tool like Notion, Airtable, or Workable keeps you organized. Never manage candidates in your inbox — things fall through the cracks fast.
DON'T SKIP
💡 First-Timer Tip
Aim for 20–40 applicants before making decisions. Too few means you're not comparing; too many means you're overwhelmed. Adjust your job posting based on volume after week 1.
Screen & Interview
A structured process so you're comparing apples to apples
Resume screen: look for results, not just experience
Good signals: numbers ("grew pipeline 40%"), progression, and relevant industry. Red flags: vague descriptions, no metrics, too many short stints.
30-min phone/video screen (top 8–10 candidates)
Ask: Why this role? Walk me through your best result. What do you know about us? This filters for genuine interest and communication skills fast.
→ USE INTERVIEW SCRIPT
Give a short, realistic skills assessment (top 3–4)
For Sales: a mock pitch or cold call. For Marketing: a brief campaign idea or audit. Keep it under 60 minutes of their time — respect it.
ESSENTIAL FOR S&M
Final 60-min interview: structured, consistent questions
Ask every finalist the same questions so you can compare fairly. Use STAR method prompts: "Tell me about a time when…" Include at least one culture/values question.
→ USE INTERVIEW SCRIPT
Check 2–3 references before offering
Always call, don't just email. Ask: "On a scale of 1–10, how would you rate their performance?" then "What would make them a 10?" The hesitation tells you everything.
NEVER SKIP
💡 First-Timer Tip
Write down your decision immediately after each interview, before you talk to anyone else. First impressions fade fast, and group-think can override your gut read.
Make the Offer
How to close your top candidate and set them up for success
48H
Move from final interview to offer within 48 hours — top candidates have options
1–2
Always keep 1–2 backup candidates warm until your first choice signs
Call with the verbal offer before sending the letter
Don't send a cold offer email. Call first, express genuine excitement, walk through compensation. This sets a warm tone and lets you gauge their reaction in real time.
BUILDS RAPPORT
Prepare a written offer letter with all details
Include: title, start date, salary, bonus/commission structure, benefits, and any equity. Use a simple template — DocuSign or HelloSign for signatures.
→ USE OFFER LETTER TEMPLATE
Set a 3–5 day decision deadline
Give them time to decide, but not unlimited time. "I'd love a response by [date]" is polite but clear. Indefinite offers drag on forever.
Plan their first 30 days before day 1
Sales & Marketing hires need context fast. Prepare a 30-60-90 day plan, schedule intro calls, and assign a clear first project. Onboarding IS part of recruiting.
SET THEM UP RIGHT
💡 First-Timer Tip
If a candidate negotiates, that's a good sign — especially for Sales roles. Someone who can't negotiate their own salary may struggle to negotiate deals for you.
Hiring Timeline
A realistic 6-week schedule for your first hire
WEEK 1
Define & Post
Finalize role, write job description, post on LinkedIn + Indeed, message your network
WEEK 2
Source & Screen Resumes
Review applications daily, shortlist 8–10 for phone screens, start outbound LinkedIn outreach
WEEK 3
Phone Screens
Run 30-min screens, narrow to top 3–4, send skills assessment to finalists
WEEK 4
Final Interviews
60-min structured interviews with top 3–4 candidates, check references in parallel
WEEK 5
Decision & Offer
Verbal offer call, send written offer, allow 3–5 days to decide, keep backups warm
WEEK 6+
Onboarding Prep
Build 30-60-90 day plan, prep their workspace, schedule intro calls — before day 1
⏱ Reality Check
6 weeks is a fast but realistic timeline if you're decisive. Add 1–2 weeks buffer if you're juggling other priorities or if your first candidate declines. Don't rush the screening — it pays off.
Job Posting Template
A ready-to-publish job posting that attracts performers, not order-followers
✦ TEMPLATE 1 OF 3
Company & Role Basics
Mission & Why This Role
What Success Looks Like (Outcomes)
+ Sales example
+ Marketing example
+ Growth example
Requirements
How to Apply
Job Posting Preview
Fill in the fields on the left to generate your job posting preview.
✦ Template Tip
Lead every posting with your company mission and why the role exists. Candidates choose companies, not job descriptions. The requirements section should come last — not first.
Interview Script
A structured, repeatable script for phone screens and final interviews
✦ TEMPLATE 2 OF 3
Use this script for all phone/video screens. Ask every candidate the same questions — it keeps your evaluation fair and comparable.
0:00–2:00
Opening & Set Expectations
▼
"Hi [Name], thanks for making time today. I'm [Your Name] from [Company]. We've got about 30 minutes — I'll spend the first 20 asking you some questions, and then I want to leave 10 minutes for anything you want to ask me. Sound good?"
Note: Setting structure immediately signals professionalism and respects their time. It also makes shy candidates feel more at ease.
2:00–5:00
Interest & Research Check
▼
Q: "What caught your eye about this role specifically?"
✓ Good: Mentions something specific about your company or the problem you solve. References your mission.
✗ Red flag: "It was on LinkedIn and seemed like a fit." Generic, no research done.
Q: "What do you know about what we do?"
✓ Good: Shows they spent 10+ minutes researching. Can describe your product clearly.
✗ Red flag: Vague or wrong. If they can't research you, they can't research prospects.
5:00–15:00
Results & Track Record
▼
Q: "Walk me through your best result in a previous role. What were you responsible for, what did you do, and what was the outcome?"
This is your highest-signal question. Listen for specifics — numbers, ownership language ("I did"), and a clear arc. Vague answers = vague performance.
✓ Good: "In Q3 last year I took over a territory that was at 60% of quota. I rebuilt the outreach sequence, ran 80 calls a week, and ended the quarter at 118%."
✗ Red flag: "I helped the team grow revenue significantly." No numbers, no personal ownership.
Q: "What's a target or goal you missed? What happened?"
Note: Self-awareness and accountability are top predictors of long-term performance. Deflecting blame is a serious red flag.
✓ Good: Takes ownership, describes what they learned, shows they adjusted.
✗ Red flag: Blames market, manager, or bad data. Zero self-reflection.
15:00–18:00
Motivation & Fit
▼
Q: "Why are you looking to move on from your current role?"
You're listening for genuine motivation, not just "more money." Candidates who want growth, ownership, or a mission they believe in tend to stick around.
✓ Good: Clear, honest reason. Describes what they're moving toward, not just running from.
✗ Red flag: Excessive negativity about current employer. Over-focuses on compensation only.
Q: "Where do you want to be in 2–3 years?"
✓ Good: Ambition that aligns with what growth in this role could offer.
✗ Red flag: "I just want stability." or answers that don't connect to the role at all.
18:00–20:00
Compensation Alignment
▼
"I want to make sure we're aligned before going further. The base for this role is [range], with [commission/bonus structure]. Does that work for you?"
Why now: Align on comp in the phone screen — not in the final round. It saves everyone time and avoids painful late-stage declines.
✓ Good: They engage with the structure, ask thoughtful questions about OTE or progression.
✗ Red flag: They need dramatically more than your range before you've even discussed the role.
20:00–30:00
Their Questions + Closing
▼
"That's everything from my end. What questions do you have for me?"
Note: Quality of questions tells you a lot. Great candidates ask about success metrics, team culture, what's hard, and what the path looks like.
✓ Good: Thoughtful, specific questions. Shows genuine interest and preparation.
✗ Red flag: No questions at all, or only "What are the benefits?"
"Great — I appreciate the conversation. Next steps are [X]. You should hear from us by [date]. Any final questions before we wrap?"
Always close with clear next steps. Ambiguity kills candidate experience and your employer brand.
✦ Scoring Tip
After each screen, score the candidate 1–5 on: Results, Communication, Motivation, and Cultural Fit. Write it down before talking to anyone. Your scores shouldn't change after group discussion — if they do, that's groupthink.
Use this script for your top 3–4 finalists. All candidates get the exact same questions — only your follow-up probes should vary.
0:00–5:00
Welcome & Context-Setting
▼
"Welcome [Name] — really glad you're here. Quick agenda: we'll spend about 50 minutes going deep on your background and how you think, and I'll leave 10 minutes at the end for your questions. I'll be taking some notes — that's normal, don't let it throw you. Ready?"
Tip: Mention note-taking upfront so candidates don't interpret it as distraction or disinterest. It signals you're taking them seriously.
5:00–20:00
Deep Dive: Best Work
▼
Q: "Tell me about the most complex deal or campaign you've ever worked on. Walk me through what made it hard, what you did, and what the result was."
This is your main story question. Let them talk. Only interrupt to probe deeper: "What specifically did you do there?" or "What was the result of that?"
Q: "How did you build your pipeline / generate leads in your last role? Walk me through your actual process."
✓ For Sales: Look for a structured, repeatable approach — not just luck or warm inbound leads.
✓ For Marketing: Look for channel-specific thinking, testing mentality, and data fluency.
Q: "What's the biggest deal/campaign you ever lost, and what did you learn from it?"
Self-awareness under failure is one of the most predictive traits. People who can't name a real failure haven't taken enough ownership.
20:00–35:00
Behavioral / STAR Questions
▼
Use STAR: Situation → Task → Action → Result. Ask all of these to every finalist.
Q: "Tell me about a time you had to hit a goal with limited resources or support. What did you do?"
✓ Look for resourcefulness, creativity, and ownership. This is a startup — they'll face this constantly.
Q: "Tell me about a time you disagreed with your manager or leadership. How did you handle it?"
✓ Look for: respectful pushback, bringing data to the conversation, and following through even when overruled.
✗ Red flag: "I just did what they said." (passive) or "I told them they were wrong and ignored them." (combative)
Q: "Give me an example of a time you had to adapt quickly when something changed — a product, a market, a strategy. How did you handle it?"
✓ Especially critical in early-stage companies. Look for comfort with ambiguity and a bias toward action.
35:00–45:00
Culture & Values
▼
Pick 1–2 that are most relevant to your team culture.
Q: "Describe the environment where you do your best work. What does a great day look like for you?"
You're checking for fit with your actual day-to-day environment — remote vs in-person, fast-paced vs structured, collaborative vs independent.
Q: "What do you value most in a manager? What's the worst management style for you?"
✓ Be honest about your own style. Misalignment here is a top cause of early attrition.
Q: "What do the people who know you best say is your biggest weakness in a work context?"
The "third person" framing gets more honest answers than "what's your weakness." Follow up: "Has that ever cost you something?"
45:00–50:00
Forward-Looking Questions
▼
Q: "If you joined us, what would you want to accomplish in your first 90 days? Walk me through how you'd approach it."
This reveals preparation, strategic thinking, and genuine interest. A great candidate will have already thought about this.
Q: "What would make this the best job you've ever had? What would make it a mistake?"
✓ Honest, specific answers. Shows self-awareness and gives you useful information about what they need.
50:00–60:00
Their Questions + Closing
▼
"That's everything I needed. I really appreciate your time and thoughtfulness today. What questions do you have — about the role, the team, the business, anything?"
Be real with them. Answer honestly, including about challenges. Top candidates respect candor more than spin.
"Here's where we are in the process: [status]. We'll be in touch by [date] with next steps. Thanks again for making time — this was a great conversation."
✦ Debrief Protocol
After the final interview, have every interviewer submit written scores before your debrief meeting. Categories: Results track record, Communication, Problem-solving, Culture fit, Coachability. Rate 1–5 each. Discuss in group only after written scores are locked.
Offer Letter Template
A professional, legally-minded offer letter that closes your top candidate
✦ TEMPLATE 3 OF 3
Parties & Dates
Role Details
Compensation
Benefits & Equity
Conditions & Deadline
Offer Letter Preview
Fill in the fields on the left to generate your offer letter.
⚠ Legal Note
This template is a strong starting point, but it is not a substitute for legal advice. Before sending any offer letter, have it reviewed by an employment attorney, especially regarding at-will language, IP assignment, and any state-specific requirements.