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It has been
8 days
since the date nobody puts on their calendar.

Every September, a board quietly decides whether the CRO is running next year's number.
Every September, a sales leader quietly decides who's on their team for the next year.

 

Nobody sends a meeting invite for it,
and most people find out where they stood only after the decision's already been made.

 

This turnover toolkit was built to help you make it through that time.

 

It's bonus content for The CRO's Guide to Winning in Private Equity and The AI Handbook for Sales Professionals
but you don't need to purchase either book to get these tools.

 

Half of it is for the people making the decision, half of it is for the people the decision gets made about.​​

PICK YOUR SIDE OF THE TABLE
or read both, because you're probably closer to the other side than you think.

I'm deciding.

Board member, CRO, sales leader or manager choosing next year's team.

They're deciding about me.

CRO, sales leader, seller, individual contributor wondering where you stand.

For the Deciders

If you're a leader deciding on next year's team right now, you probably aren't struggling to identify your very best or very worst performers. The challenge is in the eight people in between - and whether your board hears about a problem early, or discovers bad news by surprise. 


These are the tools I actually use for that — a way to score talent instead of guessing, a report that means nobody above you is ever blindsided, and a plan that survives contact with the board.

A scoring tool I've found helpful for years is a talent nine-block, reviewed on a regular cadence to assess the performance and potential of each person on a team, in order to figure out the real development steps that will continually move them up and to the right.

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It's not about ranking people for the sake of ranking them. It's about making sure the conversation about who's ready for what is based on something more durable than who had the best quarter.

How to actually run it.

We review the nine block during my standing weekly one-on-one with each frontline manager - once every six to eight weeks, this takes over the agenda entirely. If we assume that each manager has no more than eight direct reports, we can dedicate five minutes per team member, and get the entire review done in 45 minutes.

 

For this review, we bring together a few different people: me, the frontline manager, someone from rev ops, and our HR business partner.

​

We start with a quick quantitative evaluation. Rev ops spends about a minute talking about the individual's quota attainment, forward-looking pipeline and any other trends (thinking about how these numbers have evolved over the last few reviews).

 

Then we look at qualitative measures. The frontline manager shares their thoughts on the individual's flight risk, morale, and anything that might be going on in that person's territory or life that affects performance (perhaps they've been gearing up for a wedding or other major life event that's distracted them from work, but we expect things to get back to normal once the date has passed).

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Most people are "everything's green" and get thirty seconds' worth of discussion - but some will need a longer, deeper conversation that HR may want to be a part of.

As each conversation finishes, we can rank the individual as a high-, medium-, or low-performer, who has high, medium, or low potential. Plotting them on the nine block grid helps us to figure out the best next step in their development plan (some need additional motivation and reward, some need skills coaching, some are ready for promotion, and some may need to be terminated).

 

 We close the session by formalizing those development plans, and the frontline manager (partnering with HR where necessary) works with their team member on the appropriate next steps.

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The Talent Nine-Block:
A scoring tool to see performance and potential clearly, instead of going on gut feel.

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Talent Nine Block

I regularly share the study from Live Data Technologies that says the average CRO tenure is about 18 months - and I believe we're not firing CROs for missing the number as much as we are firing them for being unable to communicate about the number itself.

 

In my own tenures as CRO, I've outlasted the 18 month average - not because I always hit my plan, but because I made sure that my colleagues and my board never heard about a problem for the first time after it was too late to respond.
 

The Weekly Flash Report is my go-to tool for this. It helps keep everyone aligned on the same forecast, at every moment through the quarter. Because missing your number is bad, but missing your forecast is death.

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Recipients: every frontline sales manager, VPs, the full executive leadership team, and your board members. Everyone with a legitimate reason to care about the state of the sales organization gets the same email - no sanitized "board version," no matter how good or bad the news is.

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Cadence: Sent weekly, same day and time, every week - even the weeks where there's no major change in the news. If you've got a Rev Ops team, this is a great recurring task to assign to them (but make sure you read the final draft before it goes out).

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Contents:

  1. Last 7 days' worth of revenue production: bookings, broken down by team and by region.

  2. Last 7 days' worth of pipeline generation - same breakdown.

  3. One line of context on anything that moved. Don't make the reader guess why a number is up or down. If you're tracking against a plan you've broken into components (renewals, price increases, upsell/cross-sell, new logo, rep productivity), this is where you name which one shifted and why.

  4. A rolling line on pace-to-plan. Don't just share the week's number in isolation, but where that leaves you against the quarter or the year.

  5. Anything notable to look forward to in the coming week (a big deal expected to close, the hire of a new team member, etc.)
     

When a number moves against you, don't stop at "we missed." Explain why. "Our new product launch faced unexpected delays, which affected the first five adopters called for in our plan, here's how we're adapting" turns a miss from something you explain defensively into something the room already saw coming, together.

 

That's the shift from blame to shared responsibility, and it's what actually builds the trust that survives a bad quarter. It converts "the weather" from something you explain after the fact into something the board's already been tracking with you and which, perhaps, has gotten other executives involved in fixing ahead of time (accelerating product development timelines, fast-tracking resume reviews for backfilled roles, or preventative cost-cutting of discretionary spend) when it looks like things might not turn out so well.

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Investors and boards know that things aren't perfect - and it's ok to tell them it's raining outside. What's more important is that you all agree on just how much longer you're going to need your umbrellas.

The Weekly Flash Report: 
The habit that means your board never hears bad news for the first time in a quarterly meeting.

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I once took a dual CRO-CMO job at a company that was convinced they had a sales problem. It was almost all we talked about in the interview, with marketing as an afterthought.

When I got there, I found the sales team was actually winning 32% of the time — pretty solid. The real problem was marketing: at a 32% win rate you need three to three-and-a-half times your goal in pipeline to hit the number, and they were running at about half that.

 

I knew this within weeks, but didn't think to mention it until the board meeting at the end of the first quarter - because I assumed the team already had that data. As soon as I'd said "our focus needs to be on marketing and lead gen," confusion flickered across everyone's faces - and then they were really quiet for the rest of the meeting.

 

My message wasn't wrong, but my timing was terrible.

​

It was an early career learning that the board meeting should feel like a formality. Not because the news in it doesn't matter, but because nobody in that room should be hearing it there for the first time. Ever since, I've been maniacal about my board communication cadence - ensuring I never surprise anyone again.

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Part 1 — The one-page annual plan

I start by building a single page summary of the annual plan - all the things we expect to happen, month-by-month and channel-by-channel, so that we all have something to align to. Ideally, this is done during the annual planning process at the start of the year. But if you don't have one - either because you just joined the company with a plan already built, or you just plain forgot - now is the time to get it done.

 

Build the plan from what your actual sellers have actually done, not from what you wish they'd do. For each assumption - renewals, new logos, upsells, build the baseline off real historical performance and don't assume better performance without a specific initiative designed to address it.

 

Treat any new product launch, training initiative, or process improvement as a cautious bet, not a critical keystone the plan depends on. If those bets pay off, you get overperformance. If they don't, you haven't built a plan that fails without them.

 

Since running my teams this way, we've been much better at hitting annual and quarterly goals - or in having discussions about misses early that are grounded in facts. Reporting "we haven't hired enough new sellers on the timetable we expected, which means our new logo team will probably have this sized miss until we do" is a great way to align colleagues and board members around expectations - and they'll either lean in to help address the issue (accelerating hiring) or adapt their spending plan to the lowered expectations.

​

When building your one page plan, break the number into the same components every time, so anyone reading the plan can see exactly what it's made of:
 

  • Renewals — what you're counting on holding, and the NPS/market signal underneath that assumption

  • Price increases — what your contracts actually allow, and what's reasonable to expect

  • Upsell and cross-sell — contingent on what has to go right elsewhere (on-time launches, successful deployments)

  • New logo acquisition — your real lead-to-win conversion rate and cycle time, not an aspirational one

  • Sales force productivity — expected turnover, time-to-hire, time-to-ramp, built in rather than ignored
     

One table with one revenue source per line, spread across 12 columns of monthly targets, each one tied to an assumption worth having a vigorous debate about.

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Part 2 — The monthly board narrative

I used to assemble the entire board packet myself. I stopped, and now give each of my senior leaders a template for their piece of the business: structured metrics (production, pipeline, open headcount) plus a narrative section for anything that isn't on track — what happened, and what the remediation plan is.

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That process accomplishes two things beyond "building the board deck."

 

First, it's the agenda for my one-on-one with that leader — we're having the real conversation about what's working and what needs to change while there's still time to change it.

 

Second, I take what they've given me, add my own read, and that's what goes in the board packet. By the time the board sees a number that moved, it's not breaking news — it's a recap of a conversation that already happened, with a plan already attached.

 

That's the whole discipline: preview the message through the relationships you already have — weekly check-ins, the flash report, this narrative — so that everyone in the boardroom has already absorbed the news and started thinking about the fix before the meeting starts.

 

Nobody should ever be catching up in real time in that room.

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The One-Page Plan & Monthly Board Narrative: 
A plan that fits on one sheet of paper, and a template that gets your own leaders writing your board packet for you.

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I often describe private equity ownership with an analogy about house-flipping: find a business with good bones, one you know needs fixing up - ideally in a way you've fixed other houses before, spend your money carefully to increase value quickly, and hopefully sell it for more than you bought it for, as fast as you can.
 

One mistake I see a lot of owners making is hiring a CRO who did a great job re-roofing their last house, when what this one needs is a really good plumber. Eighteen months later, they're putting a new leader in place - because nobody actually evaluated which job the house needed before they hired someone great at a different one.

​

It makes sense. Who doesn't get excited when they see a candidate from a name-brand, public company selling billions of dollars? But if that leader only knows how to operate with large teams and budgets - and you need to build a reputation from scratch, with no proven playbook - you're likely to run into trouble.

​

Evaluating a team — or a CRO — starts with being honest about exactly what the business needs right now.  Here are four things worth watching for:
 

1. Does the playbook actually fit the stage the business is at?
What got a company to $10M in revenue doesn't get it to $50M, and what gets it to $50M doesn't get it to $300M or beyond. If you're hiring your first CRO, assume you're at one of those transition points - we've often called them "ages and stages of a company" - and know that whatever built the business so far might be the exact opposite of what you need to get to the next stage. To paraphrase Marshall Goldsmith, "what got you here might not be what gets you there."

 

Ask what this specific stage requires: is it someone who creates new messages, hires a team, and builds the machine from scratch, or someone who takes an existing, functioning team with a proven message and scales it rapidly for a quick return?

 

Those are different skill sets. Both are valuable in different contexts - but a resume full of impressive renovations in well-known neighborhoods doesn't tell you which one you're looking at. The mismatch may not be obvious from a resume's recitation of scores and results -  but will show up when you probe what the person actually did at each step to get there.

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2. Does the team's story match what the data's been saying for months?
The average CRO tenure is under a year and a half, and it's rarely the missed number that ends it — it's the gap between what the leader says is happening and what the numbers have been saying for months before that conversation finally happens.

 

A board should be listening for one specific thing in any update: is this person explaining what the data shows, or explaining around it?

 

A leader who's missing their number but can tell you exactly why, what they're doing about it, and how long it'll take, will outlast one who's hitting their number but can't explain why or what happens next — because the board can't trust a number it doesn't understand.

 

Also watch for "leaders" who are still operating like individual contributors, closing the hero deal themselves instead of building a capable team. As a board member, I don't want to hear about how the CRO personally saved the quarter - I want to hear how they're able to strategically deploy six, a dozen, a hundred or more sellers who follow a predictable, repeatable process. If every good story starts with "I," that's a stage mismatch too, not a performance one.

 

3. Is the plan on the table a real plan?
A real plan (see above) is grounded in actual historical performance, breaks the number into components someone could challenge, and treats anything unproven — a new product, a new hire, a price change — as upside, not as something the baseline depends on.

 

If your board is being asked to evaluate someone against a number that was never built this way, you're not evaluating performance - you're evaluating luck.

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4. Does the culture match, not just the number?
I run my own teams on three values in equal measure: Integrity, Respect, and Results. They're like the legs of a three-legged stool: all three have to be in place, in equal measure, or we're going to feel really unstable. A leader who delivers results while treating people poorly is building something that breaks later, just more slowly. A leader whom everyone loves but who can't figure out how to get to the goal isn't building real value.

 

If your board is only measuring your leader on one of the three legs, you're going to miss the reason the other two eventually take the business down with them.

What a Board Should Actively Be Evaluating:
A competency-fit framework for deciding whether the team - or the CRO - is the right one for what the business needs right now. 

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Early in my career, I hired a seller my manager had worked with before. He had multiple years of President's Club, seven-figure deals with brand-name logos, overachieving quotas 50% higher than ours. We paid a premium to get him.

 

Once he was in the seat, he told me the best leads he'd ever had came from partners - but we didn't have a partner program. He said it's faster to sell an existing customer than a new one - but his role was 100% new logo. He pushed back on cold calling because the response rates were too low to be worth his time - even when our entire pipeline depended on outbound.

 

He sold nothing. Six months later we terminated him.

Half a year was wasted, on both sides.

​

The mistake we made was hiring him on objectives alone — quota, deal size, logos — without ever considering the competencies needed to achieve them: the specific skills someone actually needs to hit the specific number in this specific environment. A stellar track record somewhere else tells you almost nothing about fit here.

 

Here's how to run an interview process that avoids this mistake:
 

1. Document performance objectives and key competencies
For every objective you set, determine what competencies are needed to achieve it, and why it matters in your specific environment:

Add table-stakes competencies that aren't tied to a single objective but matter anyway — verbal communication across a range of stakeholders, written communication for RFPs and proposals, time management across multiple live deals, natural curiosity for an environment that isn't fully figured out yet.

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2. Write the job description from the competencies.  

Before they even apply, set the candidate's expectations about the specific things they need to do in this specific job - not just the results you're seeing.

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3. Run a structured interview that scores each competency
 

Build a grid that includes every competency, scored 1–5, with one interviewer explicitly assigned to probe each one in the same way with every candidate. Use behavior-based questions only — "tell me about a time when..." — never "how would you handle..."

This rigor lets you actually compare small nuances in responses between candidates instead of comparing how much you happened to like each conversation.

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Make an offer as soon as someone scores a 3 or better on every required competency - by your definition, they have everything they need to succeed in your job. Similarly, end an interview as soon as you find an irredeemable gap; unless you're committed to teaching this candidate the skills they're lacking, you're wasting everyone's time proceeding as if they might get the results you're looking for.

 

I tell my hiring managers regularly: there's no perfect candidate, and we hire our own problems - so be clear on exactly what you're hiring. It's fine to hire someone who's short on one competency, as long as you know it going in and you actually have the coaching capacity to close that gap.

Running a Great Interview Process: 
A structured way to hire for the specific competencies your company needs

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For the Person Being Decided About

If you're the one wondering where you stand, most of what you need isn't complicated — it's just the kind of thing that's easy to keep putting off until the week you suddenly need it. These are built to be done now, while nothing's on fire - but if you've just received bad news today, they also offer a practical, immediate map to help you regain control.

I began my career in the early 2000s, and watching so many people get terminated — without notice or warning — during the dot-com bust made me realize how quickly things can change. Companies were regularly in the headlines for laying off hundreds of people on a single conference call, during which their email and laptop access was cut off before the call even ended.

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I had mixed my personal and professional lives on a single work laptop, and realized - these folks weren't just losing their jobs, they were also losing access to the tools they'd need to find the next one. Their contacts. Their references. Their own work.

 

That's when I started maintaining a go-bag.

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A go-bag isn't pessimism. It's the same instinct that puts a spare tire in the trunk of a car you fully expect to drive without incident. You maintain it so you have a little less anxiety at the nerve-wracking moment you need it most.

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The go-bag also should only include what's genuinely yours - your own performance record, your own work, your own relationships - not company property, client data, or anything confidential.

 

How to Build It

Ideally, you keep a standing reminder on your calendar, once a quarter, to spend some time updating this. 

But if you're reading this because you just got bad news and have five minutes before you turn in your laptop, skip straight to the "in a rush" notes under each heading below.

 

Documents and data

Quarterly, when you have time, create a file of these items. Store them on a personal cloud or email account:

  • Your performance history: attainment vs. quota, as many periods back as you can pull.

  • Copies of formal reviews, recognition, or written praise. Emails count, too!

  • A running list of specific wins with numbers attached: deal size, percent above target, logo names you're allowed to reference externally.

  • A copy of your comp plan and recent statements.

  • Export the next year of your work calendar to PDF or something you own outside of work. A lot of people end up tracking personal life on a work calendar — a kid's dance recital, a family trip, a doctor's appointment — and don't think about it until access is cut off and it's gone.

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If you're in a rush:

  • Forward or save whatever personal documents you can grab in the time you have — reviews, wins, comp statements. Don't try to be complete, just don't leave empty-handed.
     

Network

Quarterly, when you have time:

  • A short list of 5–10 people you'd call in the first 48 hours. Not to job-search yet - just to know who they are before you need them.

  • As you think about your accomplishments in the last 90 days, pick 3-5 of those people - clients, peers, anyone who saw you do good work - and ask for an official LinkedIn recommendation while it's still fresh in their mind. Don't wait until you need it; a recommendation requested the week you're job-searching reads differently than one banked in advance.

  • Reach out to someone you haven't talked to in a while - a LinkedIn comment, a text, just checking in - with no ask attached. Whenever I get a text out of the blue from someone I haven't spoken to in years, it's usually because they're suddenly job-searching and desperate for help. Reaching out for no reason, before you need anything, is what makes the relationship strong enough to lean on when you actually do.

  • Keep a running folder for every recruiter who's contacted you. When you tell one you're not searching - and you should acknowledge every outreach, even a non-match - file their email into a "recruiters" folder instead of deleting it. Mine goes back over ten years and holds contact details for more than a hundred recruiters, each one an email away if the time ever comes.
     

If you're in a rush:

  • Export or screenshot your contacts before access is cut. Prioritize personal contact info for the two or three people who'd give you a reference today, if you don't already have it saved elsewhere.

 

Mindset

If you're doing this in a rush: take a deep breath.

 

Don't take it personally.

 

Don't be angry.

 

Don't make any rash decisions - just move with purpose to get done what you need to get done right now. You can take a pause later today to plan your best next steps.

This list exists so that in the moment, you don't have to think. You just have to move.

The Go-Bag: What to Have Ready Today
Fifteen minutes now beats panic the day you need it.

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Go Bag

If you're lucky, a hiring manager might spend thirty seconds scanning your resume before deciding whether to read the rest. In those thirty seconds, I'm trying to get a sense of what you actually accomplished. Not what you were supposed to do, not what your job title was - what you actually did.

 

Often resumes I read simply say "responsible for North American sales," and I have no way to figure out if you were good at it. Did you hit the number or miss it by half? When I can't tell, I move on to the next candidate.

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The same rule applies to creative job titles. A title like "VP of Big Ideas" forces the reader to guess. Use clear, descriptive terms instead—such as "VP of New Product Marketing" - even if it differs slightly from your official, obscure internal title, and follow it up with bullet points that help me measure your effectiveness.

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Some Quick Tips for Sharpening Your Resume:

  • Quantify your results: Shift focus from duties to outcomes. Instead of "managed a team of eight," tell me what they achieved. "Led an eight-person team to 105% of quota, ranking #2 out of 40 territories" is much clearer.

  • Translate internal jargon: Convert internal project names into clear descriptions that an outsider instantly understands. Your colleagues may immediately understand how important "Project Triton" was to the business and your role in it - a hiring manager at a new company will have no clue.

  • Tailor for relevance: Treat your resume as a marketing document that pitches you and your experience for a new role. It's not a complete work history or extension of your mythical "permanent record" from school. Omit college GPAs, early campus jobs, or details from a prior career that do not apply to the role you want. Did you spend ten years teaching in the public schools before a career transition three jobs ago? You may want to account for the timeline with a brief summary line ("ten years in public schools"), but don't need to list every school district, promotion or award received in this unrelated history.

 

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A Word on AI in the Hiring Process:

Right now candidates can use AI to apply to hundreds of jobs in an afternoon, and hiring managers can get a hundred applicants on day one of a posting. It's creating a lot of noise in the marketplace.

 

But just because you can apply to everything doesn't mean you should - a resume that isn't actually a fit wastes everyone's time. Nevertheless, the people who are actually strong matches for a role now need to be sure that their application cuts through the clutter. 

That's why the most successful candidates go beyond simply applying online. You'll want to do your research: look on LinkedIn to see who's actually hiring for the role at that company, and see if you can connect with them directly.

 

Find another way in - someone who can call the hiring manager and at least say "I don't know enough about their background to vouch for them outright, but I know they applied...  Can you make sure their resume actually gets a fair look?"

 

That kind of nudge doesn't guarantee anything, but it's the difference between your resume being one of a hundred in a pile, and one of a hundred where somebody knows to go find yours specifically.

Resume Advice: Your Measurable Impact
The difference between a callback and silence is usually in the numbers.

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Most managers are stretched thin. They're focused on their own goals, managing up to their own boss, sitting in back-to-back meetings, and trying to keep a half-dozen direct reports' work straight in their own head. That's not a criticism, it's just the reality of the job.

 

Some are managers for the first time and lack experience. Some are quietly planning their own next move out of the organization. And even the best of managers may not be supervising you for very long - whether they move on, get promoted, or get managed out themselves.

 

Whatever the circumstance, you can't count on someone else to keep an accurate, detailed record of what you accomplished, or to care about it as much as you do.

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So build the habit of doing it yourself. Every Friday, send your manager a short email that summarizes your week: numbers and forecast, commentary on anything that changed, updates on your key projects, and a miscellaneous section for everything else.

 

I've written these "week in review" emails to my own supervisors for years. If I'm reviewing my calendar in one sitting, I can write them in 15 minutes - but I often have it open as a draft message I add to throughout the week, so the only thing I have to do before shutting down on Friday is to hit "send."
 

Here's what my notes include:

  • Numbers and forecast. Where you stand against quota or your key metrics this week, and what you expect over the next one to two weeks. Keep it factual — this is the section a skimming manager reads first.

  • Commentary on changes. Anything that shifted since last week and why — a deal that moved, a timeline that slipped, a risk that showed up. This is where you explain the "why" behind the numbers, so your manager isn't left guessing.

  • Personnel notes. If you're a manager of other people, this is a place to share any brief updates about the individuals on your team that your manager would appreciate knowing about.

  • Key project updates. Where things stand on the initiatives you're accountable for, separate from your core number. This is often the work that's easiest for a busy manager to lose track of.

  • Miscellaneous. Anything else worth flagging: upcoming PTO, a peer you helped, something you learned. This section might be blank some weeks, or have small items - but these are often the details that get remembered later.

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Once you've sent it, do a few other things for yourself:

  • Keep a copy in your own folder of "weekly updates." You'll want to reference it when quarterly and annual reviews come around, because it's a running record of what you actually did, in your own words, written in the moment rather than reconstructed from memory six months later. They'll also be helpful context if you're introducing yourself and your work to a newly-assigned supervisor.

  • Use it as the starting agenda for your 1:1s when you can. It keeps the conversation focused on substance, and can give structure to otherwise less-effective checkpoints.

  • Consult it whenever you're updating your resume, asking for a reference, or otherwise talking about what you've achieved. These notes are the raw material - the same "specific wins" that are in your go-bag, just captured weekly instead of quarterly.

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Your Weekly Manager Update
Your manager doesn't think about you as often as you do. Remind them of your value. 

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I used to work with someone who always talked about "digging deeper," "getting creative," and "finding another gear." The problem was, neither of us knew what that actually meant. When we sat down to talk about next quarter or next year, there was nothing specific we could point to that would actually be changing -  and nothing specific we could point to that as a foundation to believe performance was going to improve.

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He wasn't alone. When I joined a different company, the recruiter kept telling me about their top seller: 180% of quota, a guy everyone else was supposed to model themselves on. When I met him, I asked how he was winning. All I got back was "the product sells itself" and "my sales engineer is really great." Nothing specific that I could act on.

 

I dug into the historical data, and it turned out 90% of our core industry's target accounts were headquartered in his territory. He wasn't outselling anyone — he'd been handed the easiest map, while a bunch of other good sellers fought over the remaining 10% of the market. When we rebalanced territories evenly the next year, he came in last. 

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Both experiences remind me that vague language feels like effort. It isn't a plan, and it doesn't survive scrutiny, whether that scrutiny comes from you or from someone deciding whether to keep you. If your company runs a real QBR process, you've probably already got a template for this and should use it.

 

But if nobody's handed you one yet, don't keep waiting. Build your own territory's plan for success, and share it widely.

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At a minimum, think through three things: what's working, what's not, and what you can personally try to do differently. That simple, self-aware version is a good place to start, and it's better than nothing.

If you have time to go further, also include:

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  • Accounts. Which ones you're prioritizing, and why — not just the biggest logos, but the ones where you actually have a credible path to winning.

  • Prospecting plans. How you're generating new pipeline, specifically — the channels, the cadence, the volume you're committing to.

  • Activities and metrics. The leading indicators you're tracking week to week, not just the lagging number you're judged on at the end of the quarter.
     

The test for all of it is the same one both stories above turn on: could someone else read this and know exactly what you're going to do in the next quarter, and why they should keep you on the team to do it?

 

If the answer is "kind of," your plan is too vague - and that's worth noticing before someone else notices it for you.

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By itself, building a territory plan is a good practice - it gives you a real roadmap to follow to be better at your job. But if you're worried you might be let go soon, proactively pulling this together and sharing it with your manager can also help build the case for keeping you — because it's grounded in specifics, not reassurance.

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Your Territory Plan
Walk into a stay/comp conversation with a plan, not "I'll work harder."

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Unfortunately, a lot of first-time managers - and even long-tenured ones - don't actually know how to develop their people. As a result, the first real conversation they have with someone about their performance is after they've already decided to exit them - and what comes out of that conversation is a Performance Improvement Plan built to check the legal and HR boxes before termination.

 

It's a bit of cover to say: "I told them what they needed to do better, I gave them 90 days to do it, they didn't, and now we can fire them without blowback."

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But a real performance improvement plan doesn't have to lead to the exit. It can just be a joint agreement about how you keep getting better — even when performance is already pretty good. I believe every employee should be on one, all the time, not just the ones already in trouble.

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If your manager or HR team doesn't already run a quarterly process like this, you don't have to wait for one to be handed to you. You can build one yourself.

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Here's how:

  • Self-assess, honestly. Come with your own read on your strengths and gaps before your manager gives you theirs. Owning the first draft of the conversation changes its tone entirely.

  • Create SMART, mutually agreed-upon goals. Specific, Measurable, Achievable, Relevant, Time-bound goals for the next 90 days — talked through and agreed on with your manager, not handed down.

  • Ask what skills are actually needed to do the job, not just the outcomes. You certainly know the number you're supposed to produce, but agreeing on the underlying capabilities and behaviors that will get you there can often be the difference between success and failure.

  • Get concrete actions in writing. Specific training, coaching cadences, or assignments that will actually help you get better — not vague encouragement to "improve."

  • Ask for a weekly check-in, not just a judgment day every quarter. A quarterly review with no touchpoints in between turns into a surprise no matter how the quarter went. A standing weekly one-on-one keeps the plan alive as something you're actually working, not a document waiting to be graded at the end of the quarter.

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Additional Materials
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Prompt Library

Copy and Paste into your favorite AI tool​

Personal Development Plan
The difference between a PIP and a Development Plan may all be in the perspective.

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I was played once, and I knew better.

 

I'd spent weeks in conversation with a candidate who told me all the right things — ready for a bigger challenge, tired of not being developed, excited about joining my team. We agreed on comp, I checked glowing references, and sent an offer with a Friday deadline. Then silence. Monday came, and I learned the candidate had taken my offer straight to their current VP, gotten a counteroffer, and signed it before ever calling me back.

 

A few days later I got a gracious handwritten note thanking me for my time.

 

Five months after that, I heard the same candidate was packing up and leaving that job anyway.

 

That's not unusual. The research on this is consistent: something like half of the people who accept a counteroffer are gone within six months anyway. Here's why, in the simplest terms I can put it: if your employer wanted to pay you that money for that title, they would have done it already, without needing to be threatened with your resignation first.

 

A counteroffer isn't a fix, it's a tactic your employer is using to buy themselves time to find your replacement. They've determined you're disloyal and you've strong-armed them into paying you more than they want. They realize they are highly dependent on you for some specific thing, and they're desperate to find a backup solution as fast as they can.

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The deeper problem is that a counteroffer almost never addresses what's actually wrong. When you go looking for a new job, money is rarely the real issue - or at least not the only one. There's a problem in the relationship with your manager, the work itself, or a lack of growth - and a bump in pay doesn't touch any of that.

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What to actually do about it:

  • Be honest with yourself and your manager before you ever start a search. If something's wrong, name it directly: "I think I'm underpaid for these reasons - what can we do about that?" lands completely differently than "I have another offer, match it or I'm gone." One is a real conversation. The other is an ultimatum, which nobody feels good about.
     

  • Don't hold an outside offer in your back pocket as leverage. If you already have one when this conversation happens, leave it out of the conversation entirely. The moment you introduce it, you've changed the conversation from "how do we fix this" to "what will it cost you to keep me" and that's a much worse conversation for you to be having.
     

  • Be patient if the answer is "not yet." A raise that has to wait for the next budget cycle, or a promotion that requires building a specific skill first, is still a real answer. If staying and earning it is really what you want, it's worth the wait.
     

  • If you decide to leave, actually leave. Once you've done the real thinking and decided a new role is what you want, accept it and resign. Don't ask for or accept a counteroffer, even out of curiosity about what it might have been. If your manager offers one anyway, you can simply say: "I've already thought this through completely, and it's time for me to go. I appreciate it, and I'll be sad to leave, but this is the right decision." That keeps the relationship, and the door, open behind you.

Dealing With Counteroffers
An outside offer is a confidence booster. It doesn't fix whatever's actually making you unhappy.

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The first time I was handed a confidential separation agreement, it was full of things I didn't realize I could get. I was clearly getting fired — by surprise — and thought I was supposed to feel grateful for whatever they were offering. I assumed the number on the page was the number — sign here, done.

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What I didn't yet understand was that most employment in the US is "at will." That gives an employer wide latitude to let you go for almost any reason, without owing you anything beyond a small list of legal obligations: earned commissions, accrued PTO in some states, and the like.

 

What they're actually worried about is you suing them — for discrimination, for wrongful termination, for something else entirely. The separation agreement is the tool for that: money and other consideration, offered in exchange for you waiving your right to sue. It might re-cast a termination as a "mutual separation agreement and general release" but the whole transaction is about closing the legal door once and for all. And that's exactly why there's often room to negotiate — the number they put in front of you isn't a fixed cost, it's an opening offer in a negotiation they'd rather you didn't realize was happening.
 

As my career developed into one where I was on the other side of the table, I learned that the offer in front of you is not automatically their best and final offer - even when it's an offer being made to multiple employees at the same time. It's often just the first number someone put on paper, and it's worth checking.

 

As a senior executive, the offer letter and employment agreement I signed on day one already spell out the severance I'll receive on my final day (potentially with variations that depend on the path we took to get there). But I know from experience that even those agreements often still leave room for just a little bit more change.

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Here are some common things worth asking about — not all of these will be on the table every time, but none of them are unreasonable to ask for:

  • Severance amount and structure. Whether it's paid as a lump sum or salary continuation may affect what your technical "last day of employment" is - which has implications for when your health care coverage ends, whether it's eligible for 401k match, and more. Also, check whether the number itself has any room to move. 

  • Timing of payments. Especially near year-end, when it lands can matter as much as how much. Receiving a payment in December versus January can shift your income tax bracket for that payment — particularly if you don't expect to earn much for a while afterward — and can affect 401(k) matching and total annual earnings calculations, since those often reset on the calendar year.

  • Health insurance. Extended employer-paid coverage beyond what's initially offered, or help covering COBRA premiums for a few additional months. People's needs aren't one-size fits all, and you may decide that something other than cash is important for you. An employer may be happy to pay two more months of premiums to help your spouse finish their last round of chemotherapy, even as the regular paychecks come to an end today.

  • Equity. Continued or accelerated vesting, or an extended window to exercise options you've already earned.

  • Bonus and PTO. Prorated bonus for time worked this period, and payout of any unused PTO.

  • Notice period or pay in lieu of notice. Extra weeks of pay in exchange for an earlier last day, or vice versa, depending on what you need.

  • Outplacement services. Career coaching or job-search support, sometimes fully paid for by the company.

  • References and characterization of departure. A written reference letter, or agreement on what will be said (or not said) to future employers who call to verify employment.

  • Non-compete and non-solicit terms. Whether the scope or length of any restrictive covenants can be narrowed.

  • Equipment. Whether you can keep your laptop, phone, or other equipment rather than returning it.
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Beyond the list itself:

  • Take the time they're implicitly telling you not to take. They want your signature quickly, in part to limit their own legal exposure. But you're already being let go — a few more days to actually read the document and think it through rarely changes their calculus, and it might change yours. After all, they're already firing you - what else can they do to you for taking some more time before signing?

  • Get the layoff-versus-resignation distinction straight before you sign anything. How your departure is characterized can directly affect your eligibility for unemployment benefits. If there's any ambiguity in the language, that's worth clarifying.

  • Read it with fresh eyes, or someone else's. This is a legal document written by people whose job is to protect the company, not you. If you can afford even a short consultation with an employment attorney before signing, it's often worth it — particularly if there's anything in the document you don't fully understand. Many will offer you a free consultation, charging only a portion of any increase they're able to negotiate on your behalf.
     

When I was given that confidential separation agreement, it was just a severance package and an NDA. I spent years wondering what I'd done wrong — a nagging doubt that persisted through multiple, successful C-level roles and exits at companies that valued exactly what I brought to the table. You may never fully know why you're being separated, and that's not something you can negotiate your way into learning. The agreement in front of you, though, often can.

Separation and Termination Agreements
You might feel pressure to sign it today. It's worth taking a pause.

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FAQs about The Turnover Toolkit and The Day

1. What is the Turnover Toolkit?


A free set of tools for the time of year when boards decide whether the CRO is running next year's number, and sales leaders decide who's on their team. Half of it is for the people making that decision. The other half is for the people the decision gets made about.


2. Do I need to buy JD Miller's books to use the toolkit?


No. The toolkit is bonus content for The CRO's Guide to Winning in Private Equity and The AI Handbook for Sales Professionals, but every template, workbook and AI prompt on this page is free to use without buying either book.

 

3. What is "the day nobody puts on the calendar"?

 

It's the point, usually in September, when a board decides whether the CRO stays for next year and sales leaders decide who's on their team. Nobody sends a meeting invite for it, and most people only find out where they stood after the decision is already made.


4. What is a talent nine-block, and how often should you run one?

 

A nine-block grid plots each person on a team by performance (high, medium, low) and potential (high, medium, low), so development plans are based on something more durable than one good quarter. JD reviews it with each frontline manager every six to eight weeks, about five minutes per person, with sales ops and HR in the room.


5. What is a weekly flash report, and who should get it?

 

A short weekly email covering the last seven days of bookings and pipeline generation by team and region, one line of context on anything that moved, pace-to-plan, and what's coming next week. It goes to every frontline sales manager, VPs, the executive team and the board: the same email for everyone, with no sanitized "board version."


6. Why do CROs get fired?

 

Research from Live Data Technologies puts average CRO tenure at about 18 months. In JD's experience, CROs are less often fired for missing the number than for failing to communicate about it. Boards can handle bad news. What they can't handle is hearing it for the first time after it's too late to respond.


7. What should I do if I've just been told I'm being laid off?

 

Take a breath, and don't make rash decisions. Before you lose access, save what's genuinely yours: performance reviews, a record of your wins, comp statements, and personal contact details for the two or three people who'd give you a reference today. Never take company property, client data or anything confidential. Plan your next steps later that day.


8. Can you negotiate a severance or separation agreement?

 

Often, yes. A separation agreement is usually an offer of money and other terms in exchange for waiving your right to sue, and the first number is frequently an opening offer. Commonly negotiated items include severance amount and timing, health coverage, equity vesting, bonus and PTO, references, and non-compete terms. Consider a short consultation with an employment attorney before signing. This is not legal advice.


9. Should I accept a counteroffer from my current employer?

 

Usually not. Roughly half of people who accept a counteroffer leave within six months anyway, because more money rarely fixes the real problem, whether that's the manager, the work, or a lack of growth. Raise concerns directly before you start a search, and if you decide to leave, actually leave.


10. How do I use the AI prompts in the toolkit?

 

The library includes prompts you can copy and paste into your favorite AI tool, such as ChatGPT, Claude, Gemini or Copilot, to build your own nine-block, flash report, one-page plan, go-bag, resume rewrite, territory plan or development plan. The full set is also collected on the AI Prompts for The Day page.

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