Over a decade of building GTM teams
In our early years, we partnered with high-growth companies across New York to build out their sales and customer-facing teams from the ground up. That work gave us an unusually deep view into GTM talent: who can thrive as an individual contributor, what separates a strong first manager from a scalable leader, and how the right people shape a company’s trajectory.
As those companies grew, many of the professionals we placed grew with them, becoming the leaders responsible for building the next generation of GTM teams. Naturally, our clients began asking us to help hire those leaders, too.
Today, Formative leads C-level, VP, and Head-of searches across Sales, Marketing, and Customer Success for innovative companies.
THE ORIGIN
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WISE (Women in Sales Everywhere) is a global community dedicated to empowering the next generation of female sales leaders.
Founded in 2017 by Managing Partner Alexandra Beal, WISE creates a place for women in sales, regardless of geography or seniority, to meet peers, find mentors and create growth opportunities — in order to systematically change the executive-suite statistics in our industry.
We went back to Formative after they ran a great sales leadership search for us in 2024, this time to build a brand-new client leadership team right when we were growing fast. The role sat just below our executive team, and they treated it that way from the start. In the first two weeks they screened 125 candidates, because we didn’t have a clear ICP yet and wanted to test every kind of profile. Then they used what they heard in interviews to tighten it up. The people they brought us were seasoned leaders with real options, the kind who can sit across from a CHRO as a peer, and Formative gave them a real reason to join a role that didn’t exist anywhere else. Almost everyone they presented made it to interview, our first two hires said yes within 43 days, and we ended up with three great hires and a much clearer idea of the talent this team needs as it grows.