Dear SaaStr: How Do I Know If My New VP of Marketing Is Going To Make It?

Dear SaaStr: How Do I Know If My New VP of Marketing Is Going To Make It?

You’ll know pretty quickly if a new VP of Marketing is going to make it—or not. The best ones deliver tangible results fast, and there are clear signs to watch for in the first 30-90 days:

1. They Own a Lead Commit—and Deliver
   A great VP of Marketing will own a lead commit from Day 1. If they can’t commit to a specific number of MQLs or SQLs and start delivering within the first 90 days, that’s a red flag. Marketing is about driving pipeline, and if they’re not moving the needle here, they’re not doing the job.

2. They Get Hands-On Early
   The best VPs of Marketing don’t just delegate—they roll up their sleeves. They’ll write copy, run campaigns, and even host webinars themselves in the early days. If they’re too focused on hiring agencies or building a team without doing the work themselves first, that’s a warning sign.  You need a hands-on keyboard leader here.

3. They Improve Positioning and Messaging
   A strong VP of Marketing will quickly refine your product positioning and messaging. You should see clearer, more compelling narratives in your website, sales decks, and campaigns. If this doesn’t happen fast, they might not have the strategic chops you need.

4. They Drive Early Wins
   Within the first 90 days, you should see some quick wins—whether it’s a spike in leads, a successful campaign, or a noticeable improvement in brand visibility. If there’s no momentum, it’s a sign they’re struggling to execute.

5. They Recruit Top Talent and Help
   A great VP of Marketing will start building a strong team almost immediately.  Sometimes 1 or 2 great players, or if there’s no budget for that, at least a great agency or contractor or two that is cost effective.  If they’re not bringing in A-players they’ve worked with before or upgrading the team, that’s a red flag. Marketing is a team sport, and they need to surround themselves with talent.

6. They Understand the Numbers That Matter For Your Business
   Marketing is as much about metrics as it is about creativity. A great VP of Marketing will dive into the data—CAC, LTV, conversion rates—and use it to optimize campaigns. If they’re not data-driven, they’re not going to scale your marketing effectively.

7. They Align with Sales
   The best VPs of Marketing work hand-in-hand with Sales. They’ll meet with the VP of Sales regularly, align on pipeline goals, and ensure marketing efforts are driving revenue. If there’s friction here, it’s a problem.‌

Ultimately, you should see meaningful progress within one sales cycle—more leads, better campaigns, and a stronger pipeline.

A great VP of Marketing should be able to articulate a vision for how marketing will drive growth and back it up with a plan.

If you’re not seeing progress in these areas within the first 90 days, it’s worth having a tough conversation. Don’t wait a year to make a change if it’s not working—act fast.

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