Let’s start with the most underrated decision in sales recruitment: The job title
Because right now, I see this everywhere ��
❌ Business Development Manager
…but the role is actually account management
❌ Sales Representative
…but no one can explain whether that’s hunting or farming
❌ “A bit of both”
(the most dangerous phrase in sales)
Let’s Get Clear (Because Clarity = Performance)
Here’s how it really breaks down:
Business Development Manager (Hunter)
• Pure new business
• Proactive, outbound, strategic
• Opens doors, creates opportunities, wins logos
• Thrives on the thrill of the win
• Measures success in meetings, pipeline, deals closed
Hunters can manage accounts short-term
But long-term? They get bored once the chase is over
Account Manager (Farmer)
• Grows and protects existing clients
• Deepens relationships
• Expands share of wallet
• Retains, renews, upsells
• Measures success in retention, growth, and trust
Farmers will never consistently hunt
Not because they’re lazy – because farming is reactive, and hunting is proactive
And proactive work always loses when farming pressure is high
Sales Representative
This is where things get messy.
Ask yourself:
• Is this a hunter?
• Is this a farmer?
• Or is it an unclear hybrid with no real scorecard?
If you can’t answer that clearly, neither can the salesperson.
The Hard Truth
You cannot expect:
• A farmer to hunt consistently
• A hunter to stay motivated farming long-term
• Strong performance without absolute role clarity
And yet… companies keep trying to force it.
Bottom Line
If the job title is wrong:
• Expectations are wrong
• KPIs are wrong
• Interviews are wrong
• And performance will disappoint
Clarity isn’t “nice to have” in sales.
It’s the starting line.
Hunter or Farmer – pick one.
Title it correctly.
Recruit to it properly.
Sales success starts with clarity.