Timing is Everything: Why Growing FMCG Teams Need to Plan Ahead
As a founder or SME Leader, have you ever looked back at your early days and thought, "things just felt easier when we were a small team"?
From the clients we've spoken to over the years (and from our own experience) … you're not alone!
When your team is under 10 people, there's time for admin, fewer layers, and decision-making is fast. Communication happens naturally - over a coffee, or across the desk. But as your product gains traction and your business grows, so does your headcount - and that's where you might find yourself hitting a wall.
Suddenly, every new hire adds complexity. Management eats into your time, and Culture starts to shift. The clarity you had as a small, agile teams starts to get … well, a bit murky.
Why Scaling Brings Growing Pains
We speak to FMCG scale-up leaders every day, and their story is often familiar. Sales are increasing, Retailers are interested, but behind the scenes, you're overwhelmed. Your to-do list is so long it would make Father Christmas jealous, and your team - they're trying, but they've only got two hands each and a limited supply of snacks! (unless you're a snacking brand)!
This is especially true when it comes to commercial functions like Sales and Marketing. So, the big question is, when is it the right time to hire your first, and then continue to add to these functions?
Hiring Too Early Vs. Hiring Too Late
Think of hiring like catching a wave.
Yes, yes, this analogy is probably overused (just like the ice-burg theory), but bear with me… paddle too early, you miss the wave; paddle too late, the wave crashes over you; but get your timing right, and you ride the wave and are carried forward with the wind in your hair and salt between your toes!
Bring people in too soon, you risk higher operational costs (which no one can afford at the moment!), but wait too long, and you could be missing crucial sales opportunities, overburden your existing team, or lose market share to a competitor.
In reality, there is no silver bullet for knowing when the right time to hire is; it's totally down to the individual circumstances of each business, which includes your growth phase, cash flow, and market conditions. But one thing that does seem to be consistent is, the leaders who are proactive instead of reactive, and plan ahead with recruitment, are better placed to scale smoothly.
Collating Info in the Industry, Here's how we see it:
Start Building a Recruitment Partner Relationship Early - The best time to speak to a recruitment partner IS NOT when you're already underwater - it's when you're lying on the sand basking in the sunshine (sorry about that one). By starting these conversations early, you give recruiters the chance to understand your brand, culture, and future needs. That way, you're already on their radar, and if the perfect candidate pops up, you'll pop into their head!
Be Transparent About Your Growth Plan - Even if you're not hiring right now, let your chosen recruitment partner know where you expect to grow. Which roles are likely to open up? What skills might you need/be missing in 6 months? Sharing this information allows your partner to 'think in the background' so you don't have to!
Don't Wait Until You're Stretched to the Limit - Many businesses wait until their team is at breaking point to start the hiring process. By then, you might be so exhausted by making decisions and wearing many different 'hats', that you may rush into a hire just to relieve the pressure. Think of recruitment at strategic planning, not firefighting.
Getting Ahead - Room to Breathe - When you've planned your hiring pipeline, built recruiter relationships, and identified future skills gaps, everything feels less reactive. You stop having the "we needed someone yesterday" conversation and start building from a position of strength. Remember, the best time to plant a tree was 20 years ago… the second best time is today.
Struggling to Know Where to Start?
You're not sure who to trust, or how to identify a real recruitment specialist in FMCG Sales and Marketing hires, you're not alone. That's why we've put together a free 10-step guide to help you choose the right recruitment partner for your business. It includes questions to ask, red flags to watch for, and ways to assess whether someone truly understands the FMCG landscape.
The reality is, unfortunately, the right time to hire rarely presents itself with a flashing neon sign. It's subtle. It's nuanced. And by the time it's completely obvious, it might already be too late.
That's why speaking to professionals who recruit Sales and Marketing hires in FMCG every day is such a great resource for you to know how to plan and tap into their expertise. A recruiter who values a long-term relationship will help you even if you're not looking to recruit today - so don't be afraid to pick up the phone.
So if you're making your very first hire, or expanding a growing team, make sure you're ready to catch that wave.
If you would like our FREE 10-step guide on how to choose the right recruitment partner, click the button below.
