The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch 20Sales: Why You Need a CRO Pre-Product | Why Remote Sales Teams Do Not Work | How Snowflake Built a Sales Machine with Chad Peets
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Nov 7, 2025 
Chad Peets, a seasoned sales leader with a track record in building go-to-market organizations, shares insights on why SaaS companies should hire a CRO pre-product. He discusses common mistakes in hiring sales teams and the importance of aligning compensation plans with desired behaviors. Peets emphasizes collaboration between sales and product teams while warning against chasing big accounts that can derail focus. He also outlines how to create a consistent hiring process, the need for in-office sales reps for development, and strategies for scaling effectively.
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From Stockbroker To Top Recruiter
- Chad left stockbroking after finding recruiting and software sales more aligned with his goals.
- He became top recruiter and then started Pete's and Associates after partners fought during the 2001 burst.
Recruit With Resume-Backed Targeting
- Recruit by deeply understanding the candidate's motivations from their resume and moves.
- Target only candidates whose career moves align with what your role genuinely offers.
Bring A CRO Pre-Product
- Hire a CRO before product to run extensive customer discovery and shape the roadmap.
- Use their insights to avoid building a product nobody wants and to design the sales playbook.