When a Deep Tech Startup Should Hire a Chief Commercial Officer
Deep Tech startups operate at the leading edge of science and technology, striving to turn groundbreaking innovations into market-ready solutions. However, the path to success is challenging, marked by long development timelines, risk-averse markets, and complex stakeholder dynamics. Unlike consumer-focused or software startups that can rapidly iterate and scale minimal viable products, Deep Tech companies target more complex industries such as aerospace, automotive, chemicals, defence, energy, healthcare and other sectors where the stakes are high, adoption cycles are long, and risk tolerance is low. Beyond technical expertise, success demands a strategic approach to commercialisation, grounded in the careful setting of expectations, the appreciation of quality, precision and safety, flexibility in deal structuring, and the creation of leverage.
Bridging Innovation and Market Adoption
Enter the Commercial Leader – sometimes referred to as a Chief Commercial Officer, Commercial Director, or Head of Business Development – the title matters less than the balance of skills and experience they possess. This isn't a traditional sales role focused on short-term gains but a strategic position that bridges the gap between innovation and commercialisation.
Commercial leaders like these often join a Deep Tech startup when the company has a viable prototype (TRL 4/5). At this early stage of the company’s development, this role is often focused on:
Seeking out relevant application areas
Conducting primary research with prospective industrial partners and customers
Understanding the scientific and IP landscape for competitive platforms
Aligning the capability and output of the R&D team with the direction their research is taking them
Early on, these leaders act as important translators between R&D, engineering, and external stakeholders, like customers and partners. Over time, managed in the right way, these activities help to foster trust, build credibility, and set the stage for long-term commercial success. This strategic business development mindset is critical for Deep Tech startups.
Without this leadership from the Chief Commercial Officer, even transformative innovations risk falling short. The ability to tackle unique commercialisation hurdles positions this leader not only as a key driver of success for Deep Tech startups but also as a critical enabler of a company's journey to market leadership.
Why Sales-First Approaches Fail in Deep Tech
One of the biggest threats to Deep Tech startups is prioritising sales too early – a misstep that can undermine the trust-building essential to long-term commercial success.
Startups, often under pressure from investors or boards to show validation early, can rush to hire sales-focused executives who prioritise short-term gains. These leaders frequently lack the technical and strategic insight needed to convince conservative markets to adopt their solution. The results often lead to disappointment – potential partners and customers hesitate, feedback loops stall, and momentum slows.
Deep Tech startup boards must understand that commercialisation success depends on trust-building and long-term value creation, not quick wins.
Building Trust in Conservative Technology Markets
In conservative industries, trust forms the foundation of success – trust that extends far beyond solution performance and commercial team capabilities. These industries engage only with companies whose operations they trust:
Those who have been through an often lengthy qualification period.
Those with unit economics and operational standards that are in line with other members of their value chain.
Those with the ability to support their technology on an ongoing basis
Those with robust supply chains and manufacturing capability
Those with sound balance sheets
Those who meet necessary regulatory and environmental health and safety standards (EHSS) required by the industry
Building this operational maturity takes time and resources for startups.
For example, a Chief Commercial Officer might oversee a six-month sampling and testing phase with a target customer, ensuring the startup's technology meets performance expectations while addressing concerns and incorporating feedback. This iterative process not only demonstrates technical capabilities but also highlights the startup's commitment to continuous improvement and customer satisfaction, fostering long-term trust through a deep understanding of customer needs.
And it is not until the full operation is in place that the chance of experiencing ‘hockey stick’ revenue growth becomes a possibility. From our observations, such growth typically occurs only when a company resembles other established members of its value chain. Before reaching that point, startups may secure one-off deals and co-investments, but accelerated growth – which stakeholders expect – must wait until the company earns its seat at the table.
Managing this transition from early technology readiness (TRL 4/5) through to full commercial readiness (TRL 9 / MRL 9/10) is a key challenge for any Deep Tech company. Maintaining relationships with key companies within a target market represents a key responsibility for any Commercial Leader within a Deep Tech startup and forms a central element of the company's commercial strategy.
The Chief Commercial Officer: Roles and Responsibilities
The Commercial Leadership role at early-stage Deep Tech companies focuses on strategy, product management, and strategic business development, with strong elements of account management and project management. High-quality candidates should also provide valuable insights on pricing strategies, business models, and unit economics – all factors that impact the strength of the value proposition.
Of course, they will also need to build pipelines, refine value propositions and close deals – and ultimately, guide the solution towards true product market fit.
These key business development efforts lay the groundwork for a sales engine by ensuring the product is ready for scaling and therefore able to drive revenue growth over the long term. The Chief Commercial Officer also helps align customer services teams to deliver a cohesive experience that drives sustainable growth.
This strategic focus extends to leveraging market research to evaluate how products fit within existing value chains, what customers are willing to pay, and how to structure agreements that balance immediate validation with long-term growth potential – to all parties within the value chain, not just the end customer. By fostering cohesive commercial strategies that align technological advancements with market demands, the Chief Commercial Officer accelerates market readiness and positions the company for scalable growth.
Finding the Right Commercial Leader for Your Startup
For Deep Tech startups, hiring the right Commercial Leader represents one of the most challenging yet critical steps in the commercialisation journey. To navigate internal complexities and forge relationships in conservative industries, this role demands a unique blend of technical expertise, strategic vision, and interpersonal skills.
An effective Chief Commercial Officer typically comes from a technical background, often holding advanced degrees in science or engineering. Many have experience in R&D or product management, where they've learned to bridge the gap between technology development and market needs. This enables them to work both upstream – collaborating with technical teams on solution development – and downstream, shaping go-to-market strategies and building trust with potential customers.
Beyond technical expertise, the ideal candidate excels at navigating complex stakeholder environments and integrating market insights into the overall business strategy. They engage effectively with technical teams, commercial teams, and C-level executives in conservative Deep Tech industries. This requires not only domain knowledge but also emotional intelligence and strategic thinking to align diverse perspectives and priorities.
Measuring the Commercial Leader's Impact
The success of a Chief Commercial Officer is measured through their ability to design effective sales and marketing strategies, secure key industry partnerships, and achieve product validation milestones. Key performance indicators include:
Market penetration and partnership development
Achievement of product validation milestones with key industry stakeholders
Establishment of viable pricing models and growth trajectories
Integration of customer service efforts with product development to create feedback loops that drive continuous improvement
Customer feedback confirming trust and satisfaction
By tracking these metrics, startups can evaluate the effectiveness of their commercial strategies and make necessary adjustments to ensure long-term commercial success.
Taking Action: Next Steps for Deep Tech Founders
Finding the right Commercial Leader is challenging but essential for Deep Tech startups navigating the complex journey from innovation to market adoption. With the right hire, your startup gains a leader who not only understands your target markets but also excels at crafting commercial strategies that drive business growth and build lasting industry relationships.
Consider these action steps:
Assess your commercialisation stage: Determine whether your technology is ready for market engagement or requires further validation
Define your ideal candidate profile: Identify the specific industry experience, technical background, and strategic capabilities needed for your specific technology and target markets
Look beyond traditional sales backgrounds: Focus on candidates with demonstrated ability to build trust in conservative industries, develop effective marketing strategies for complex offerings, and navigate complex stakeholder environments.
Establish clear KPIs: Create measurable business growth objectives that align with your startup's stage, the company's commercial strategy, and long-term commercial goals.
If your Deep Tech startup is navigating the lab-to-market journey and needs leadership to succeed, we can help. We specialise in connecting companies with visionary Commercial Leaders who can help scale your innovation. Contact the Deep Tech Leaders team today.
