Why Your SaaS Startup Isn't Hiring Sales Reps Fast Enough (It's Not What You Think)

Why This Matters

SaaS startups are in a constant race to hire top sales talent quickly. The faster you onboardskilled reps, the sooner revenue starts flowing. Everyone's quick to blame lengthy interviewprocesses, recruitment bottlenecks, and scheduling headaches for slow hiring. But these aren't the primary culprits.

The number one reason many SaaS companies struggle to fill sales roles quickly is simple: a significant misalignment between their ideal candidate profile and who actually wants to work at their startup.

Most founders and leaders seek candidates with a proven track record selling in the same industry, experience with similar sales motions, and a background at companies that successfully mirrored the growth they aspire to replicate.

Here’s what so many founders miss: Does that "ideal" candidate actually want to work at your startup?

Take the example of a seasoned sales leader, perhaps a two-time founder, looking to hire a true hunter to close, say, $1 million in revenue with minimal outbound support. They then wonder why top-performing reps, who could likely achieve that goal, aren't interested in moving forward in the interview process. Here's why:

Top reps are increasingly attracted to a new wave of startups. While these companies might have first-time, younger founders, they also bring fresh playbooks that are hyper-focused on demand generation through multiple channels.This isn't to say outbound sales isn't a proven method - it absolutely is, particularly in certain industries. However, these same sales leaders often rationalize losing candidates by dismissing them as "non-hunters" because they inquired about inbound leads.That's a misinterpretation. Top sellers will always hunt. They simply understand that hitting a $1million target with some inbound support is far more achievable than doing it with none. It's a matter of efficiency and probability.

Another crucial factor is momentum. Startups with a solid top-of-funnel foundation typically generate momentum, which is the number one thing reps seek in a new startup opportunity. They don't want to hear, "Now's the perfect time to join because of XYZ." They want to hear, "Last year was a great time to join because of XYZ, but we're just getting started."

Does this mean a company without immediate momentum offers a bad opportunity? Absolutely not. It simply underscores the original point: The top sellers (on paper) who have significant career momentum themselves are often not interested in working at a startup lacking it.

Companies often waste valuable time pursuing this profile and, ultimately, won't succeed in hiring them consistently. You might get lucky once, but it's not a recipe for long-term hiring success.

The purpose of this article is twofold: first, to illuminate what top sales professionals are truly looking for when considering a move so companies can optimize their offerings; and second, to provide strategies for still finding great talent if your startup doesn't currently possess all those ideal attributes.

What Are Top Sales People Really Looking For?

Hiring sales professionals is uniquely challenging because simply paying more isn't always the solution, given the variable compensation structure. Through hundreds of conversations with sales professionals each year, I've observed a clear evolution in their priorities. A few years ago, the focus was heavily on funding rounds, working for well-known founders, and commission percentages.

While these still hold some weight, here’s what's important to SaaS sales professionals when evaluating a new startup today:

• Momentum: This is the absolute top priority. Sales professionals want a startup that demonstrates strong forward motion, especially in new logos and revenue growth. They want to join a company that's clearly on an upward trajectory, not one that's stuck.

  
  

• A Product That Sells and is Trending Towards Product-Market Fit: Reps need to be convinced they're set up for success, selling a product that genuinely sells and excites customers. This instills confidence in their ability to hit targets.

  
  

• Inbound Demand: Yes, even the best hunters hope to see inbound demand. Not only does this significantly increase their chances of achieving targets, but they also view it as a strong indicator of both momentum and a product that sells.

  
  

• Compensation: Naturally, candidates want to be well-compensated. Top reps aim to make a move without taking a significant step backward financially. This means a competitive compensation plan and, crucially, bridge pay or non-recoverable ramp pay to ensure stability during the initial ramp-up period.

  
  

• Career Development: Surprisingly, SaaS sales professionals aren't as solely money-motivated as you might think. While earnings is a factor, its more common reps are driven by career development. The most common thought is: "How can I increase my long-term upside while continuing to earn at a steady pace?" Since SaaS doesn't typically offer residuals, they weigh long-term upside more in terms of career acceleration and resume building (whether as an individual contributor or a leader) than just equity.

  
  

It's important to note that while most sales professionals aspire to these conditions, not every rep is "marketable" enough to secure them.

The 50% Rule for Sales Hiring Success

For startups to consistently win in sales hiring, they should consider the 50% rule. If 50% of candidates in your target talent market (those actively or passively considering new moves) who match your ideal candidate profile would not be genuinely excited (enough to seriously consider a role) about your startup, you are not set up for hiring success.

You might get lucky once or twice, but even that's a long shot. Conversely, if 50% are excited about your startup, you're in a strong position. You can hire quickly, build a robust candidate pipeline, and even be selective to find the absolute best culture fit. While these percentages can be adjusted based on your target market size (e.g., 75% for a single city, 25% for a national search), the core principle remains: If you can't quickly identify a handful of sellers who match your criteria and are genuinely excited about your startup, you're going to struggle to build a pipeline, get candidates to final stages, and secure offer acceptances. If your startup genuinely has momentum that will attract sales professionals, you can afford to keep your "on paper" talent bar extremely high. However, you must lean into this advantage heavily in your recruiting outreach and throughout the interview process. If you don’t have that immediate momentum, it becomes a bit harder, but you can still set yourself up for success in multiple ways.

What to Do to Get Sellers Who Want to Work for You & Achieve the 50% rule?

So, you've assessed your startup's position and realized you might not have the immediate momentum or established brand recognition that attracts every "on-paper" top seller. Does this mean you're out of luck? Absolutely not. It means you need to be strategic, realistic, and proactive in how you build your sales team. The good news is, while the first three "wants" of top sellers (momentum, a product that sells, and inbound demand) might be harder to control in the short term, the latter two (compensation and career development) are largely within your immediate influence. Beyond that, there arepowerful talent pools often overlooked by those fixated on a narrow "ideal" profile. Here’s how to set your startup up for hiring success:

Strategy A: Optimize What You Control & Communicate It Effectively

If your startup isn't a rocket ship (yet), lean into what you can offer and articulate it compellingly.

1. Be Aggressive and Transparent with Compensation:

   
   

   1. Competitive Base Salary + Aggressive OTE: While variable comp is key, a strong base signals stability. Make your On-Target Earnings (OTE) clearly competitive for the market segment you're hiring for.

   2. Bridge Pay / Non-Recoverable Ramp Pay: As highlighted, this is non-negotiable for many top reps. It demonstrates your commitment to their success during their ramp-up period, reducing their personal financial risk.

   3. Clear Compensation Plan: Ensure your comp plan is simple, transparent, andeasy for a rep to understand how they will make money. Avoid overly complexstructures that cause confusion.

   4. Equity Philosophy: Even if equity isn't the primary driver, be clear about your startup's equity strategy. Explain vesting schedules, potential upside, and why you believe in its long-term value.

      
      

2. Hyper-Focus on Career Development: This is a massive differentiator, especially for reps who are motivated by long-term growth.

   
   

   1. Defined Career Paths: Show what an IC-to-leader path looks like, or how a mid-market rep can grow into an enterprise role. Provide examples of how current employees have grown.

   2. Exposure to Leadership & Strategy: Give reps insight into the broader business strategy. Many ambitious sellers want to understand the "why" behind decisions and feel like a valued part of the company's trajectory.

   3. Focus on Building a Resume: Frame the opportunity not just as a job, but as a crucial step in building a powerful resume. Can they gain experience in a new industry, a new sales motion, or a new market segment that will be invaluable for their future career? This is where "up-skilling" comes in – you're offering them the chance to acquire new, highly desirable skills and experiences that will accelerate their long-term marketability.

      
      

Strategy B: Expand Your Talent Pool & Be Open-Minded

Beyond optimizing your offer, you need to adjust who you're looking for.

1. Find the "Good but Under-Positioned" Reps:

   
   

   1. Identify Hidden Gems: These are the reps who have strong fundamental saless kills, a good work ethic, and a history of hitting targets, but might have been in a "stuck" company, a product that didn't sell, or a market that dried up. Their current resume might not scream "top performer," but their potential is immense.

   2. Look Beyond Immediate Past Performance: Dig into why a rep might have a dip in performance. Was it a failed product, a chaotic leadership change, or a sudden market shift? Acknowledge that external factors often dictate individual success.

   3. Prioritize Potential and Drive: For these individuals, look for grit, coachability, and a clear desire for a new challenge where they can prove themselves. They are often highly motivated to succeed given the right environment.

      
      

2. Target Top Performers Looking for a Skill or Industry Break:

   
   

   1. Skill-Based Transition: Instead of demanding immediate experience in your exact niche, identify top performers in adjacent industries or with transferable skillsets. For example, a stellar rep from a highly competitive MarTech company might thrive in FinTech SaaS, even without prior FinTech experience. You're offering them the chance to up-skill into a new industry vertical.

   2. Role-Based Promotion: Are you looking for an Enterprise AE but top Enterprise AEs are uninterested? Consider a high-performing Mid-Market AE who is hungry for the step up. Are you seeking a Director of Sales? Look for a consistently over-achieving Sales Manager who demonstrates leadership potential and a desire to manage. This isn't just a title change; it needs to come with the responsibility, mentorship, and compensation of the higher role. You are effectively enabling their career up-skilling.

   3. Clearly Define the "Bridge": If you're bringing someone in for a "break," clearly articulate the path and support you'll provide for them to succeed in that new role, industry, or segment.

      
      

Final Thought

By shifting your focus from a rigid "ideal candidate" to one that embraces strategic compensation, robust career development (including clear pathways for up-skilling), and a wider net for high-potential talent, your startup can consistently attract and retain the sales professionals it needs to drive revenue, even without being the "hottest" name in the market.

About ClosedWon Talent

ClosedWon Talent is a specialized sales recruiting firm that helps growth focused companies hire top GTM talent. We partner with founders, revenue leaders, and investors to build high performing sales teams across SaaS and beyond.

What sets us apart is the ClosedWon Method, a proven recruiting framework built on speed, precision, and transparency. We combine deep industry expertise with a curated candidate network to deliver shortlists of qualified, motivated sales professionals fast. Our team does not just fill roles, we act as embedded partners who understand how to assess selling style, territory experience, and growth potential based on each clients' specific needs.

Learn more at www.closedwontalent.com