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WHO We Hire

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by Luiz Cent

15 episodes

Updated Daily

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Podcast Overview

WHO We Hire is built on a simple premise: no great company gets built without great people. Luiz Cent talks with founders, CEOs, CTOs, CPOs, COOs, and executives at technology companies to unpack how they hire, where they've gotten it wrong, and what they've learned scaling teams from the ground up. Topics include hiring strategy, talent acquisition, team building, leadership, company culture, scaling startups, and building high-performance teams in SaaS and tech. If you're a founder, operator, executive, board member, or VC, this show is for you.

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Publishing Since

4/7/2026

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Recent Episodes

July 21, 2026

The Enterprise Sales Legend on Why LLMs Will Never Stop Hallucinating

Kris Lawson is the co-founder and CEO of Ruby AI, the world's first always-on autonomous sales agent with full context, memory, and multi-agent intelligence built to give every rep an AI edge across the entire sales cycle. Over 20+ years, Kris scaled go-to-market organizations at Oracle, Salesforce, Microsoft, Snowflake, and Vidyard, famously becoming the first Oracle rep ever to lose a deal to Salesforce before being recruited to help build Salesforce Canada from a 4-person Regus office to over 800 people. He later built Snowflake Canada from zero to $35M+ ARR, has personally closed over 1,800 new logos, and is co-founder of Snow Angels, a Snowflake alumni investor syndicate backing data and AI startups. In this episode, he breaks down the hiring profile that wins in the AI era, why founder magic doesn't translate to sales teams, and the "cognitive surrender" trap that's quietly reshaping how buyers evaluate every deal. What You'll Learn:- Why coachability is the single most important trait when hiring reps at scale- The exact reason 9 out of 10 sales academy hires fail when they join startups- The "PG Savage" hiring profile Kris used to build Snowflake Canada from zero- Why first-line sales managers should have 12-14 reps, not 6, in the AI era- The full-stack AE model that compresses SDR, AE, and CSM into one role- Why quotas should double while base comp stays the same (with more upside)- How to test candidates for being "AI-pilled" during the interview process- The founder mistake that quietly kills story fidelity as sales teams growChapters: 00:00 Trailer: The Enterprise Sales Legend on Why LLMs Will Never Stop Hallucinating 02:10 Losing to Salesforce at Oracle and getting recruited 04:09 The hiring profile that built Salesforce Canada 05:37 Why coachability beats pedigree 07:28 Building Snowflake Canada from zero 14:50 The PG Savage profile and why sales academy hires fail 9/10 times 17:41 The three founder mistakes that kill story fidelity 21:38 First call decks and story adherence in deal reviews 26:24 The full-stack AE and the AI-pilled interview test 31:31 Manager span of control: 12-14 reps, not 6 35:20 Doubling quotas while keeping comp flat 38:32 Hallucinations as a feature, not a bug 43:38 The founding team hiring sequence: SDR, then 2 AEs, then player-coach 46:07 Why hyper-personalized content is the new minimum Where to find Kris: Kris Lawson: <a href="https://www.linkedin.com/in/krislawsonland/">https://www.linkedin.com/in/krislawsonland/</a> Ruby AI: <a href="https://heyruby.ai">https://heyruby.ai</a> Where to find Luiz Cent: Website: <a href="https://latamcent.com/">https://latamcent.com/</a> Who We Hire: <a href="https://whowehire.org/">https://whowehire.org/</a>

July 7, 2026

The Truth About AI Agents and Why They Must Serve People with Michael Grinberg

Michael Grinberg is the founder and CEO of the RevOps Shop, a specialized revenue operations firm helping B2B companies optimize their data and CRM infrastructure. Prior to building his own company, he worked his way up through HubSpot for over six years, gaining deep insights into fast-scaling organizations and global talent density. In this episode, he shares why traditional employee templating fails, how to structure dual organizational charts for business outcomes and culture, and his controversial take on why AI agents should never be treated as teammates. - Why trying to template human behavior in business rarely works and how to adjust expectations to match individual journeys instead- The highest leverage method for turning employees into high-agency owners by managing outcomes and completely stepping away- How to design a secondary culture organizational chart using social pods to build a fabric of remote connectivity- Why you should mandate that entry-level remote hires become the squeaky wheel to extract necessary context from busy executives- The financial framework for evaluating AI integration by keeping agents strictly in systems budgets rather than people costs- Why the traditional hiring process is breaking due to fake profiles and how a live screen share test exposes real capability- Using life adversity and immigration as a core behavioral heuristic to identify unbreakable grit during interviews Chapters: 00:00 The role of AI agents in the modern workforce 01:10 Introducing Michael Greenberg and the RevOps Shop 03:00 Why grit and overcoming adversity predict candidate success 07:34 Giving your team ownership of outcomes instead of dictating the process 10:20 Lessons from HubSpot on sourcing talent globally 18:25 Creating a two layer org chart for business operations and team culture 20:43 How to onboard entry level talent into a chaotic executive schedule 26:09 Why AI tools belong in your systems budget and not your headcount 34:00 How the immigrant perspective shapes entrepreneurial resilience 40:35 The ultimate live screen share test for vetting remote hires Where to find Michael Grinberg: Website: <a href="https://www.revops.shop/">https://www.revops.shop/</a> LinkedIn: <a href="https://www.linkedin.com/in/sales-and-marketing/">https://www.linkedin.com/in/sales-and-marketing/</a> Where to find Luiz Cent: Website: <a href="https://latamcent.com/">https://latamcent.com/</a> Who We Hire: <a href="https://whowehire.org/">https://whowehire.org/</a>

June 30, 2026

Why AI Sales Agents Will Never Replace Humans (The Accountability Problem) with Mark Schopmeyer

Mark Schopmeyer is the co-founder and co-CEO of CaptivateIQ, a modern commission-management platform that scales incentives for revenue teams. Prior to building his own company, he led finance and strategy operations at BrightRoll and worked extensively in growth-equity technology investing. Under his executive leadership, the company has scaled to serve nearly 1,000 customers globally, including enterprise giants like Netflix and Stripe. In this episode, he breaks down the psychological flaws of spreadsheet-driven management and outlines his core framework for spotting elite leadership talent. - Copied comp plans from larger firms lack authenticity and can easily drive your team in the opposite direction of your actual business objectives.- Spreadsheet math often misleads finance teams into keeping quotas artificially high due to a false belief that sales reps stop working once they hit their targets.- Top performing sales representatives are driven by a desire to maximize their paychecks rather than hitting a bare minimum quota.- When introducing short-term spiffs, leaders must define a clear narrative and exit strategy to avoid the incentive implicitly becoming permanent.- Cultural screening must be an explicit, dedicated stage in the recruiting funnel rather than a casual addition to tactical manager interviews.- Skill barriers have collapsed with the rise of artificial intelligence, making a candidate's intrinsic will the primary determinant of hiring success.- Elite executive hires can be effectively filtered by evaluating just two core qualities during the interview process, clarity and energy. Timestamps: 00:00 The origin story of CaptivateIQ and broken compensation 4:35 Finding a co-founder and the Y Combinator experience 09:12 Why venture capital will not magically build your company 13:03 The fundamental flaw in copying other companies' compensation plans 17:16 Why finance leaders misunderstand sales rep motivation at quota 23:27 How to design effective short term spiffs without breaking culture 28:07 Designing a strict interview process to protect your core values 32:38 Strategies for maintaining company culture across international borders 36:55 Why AI agents cannot replace the accountability of a human sales rep 41:53 The clarity and energy framework for hiring legendary executives Where to find Mark Schopmeyer: Website: <a href="https://www.captivateiq.com/">https://www.captivateiq.com/</a>Linkedin: <a href="https://www.linkedin.com/in/mschop/">https://www.linkedin.com/in/mschop/</a> Email: <a href="mailto:mark@captivateiq.com">mark@captivateiq.com</a> Where to find Luiz Cent: Website: <a href="https://latamcent.com/">https://latamcent.com/</a> Who We Hire: <a href="https://whowehire.org/">https://whowehire.org/</a>

15 total episodes available

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Frequently asked questions

Have a different question and can't find the answer you're looking for? Reach out to our support team by sending us an email and we'll get back to you as soon as we can.

What is WHO We Hire?: WHO We Hire is built on a simple premise: no great company gets built without great people.

Luiz Cent talks with founders, CEOs, CTOs, CPOs, COOs, and executives at technology companies to unpack how they hire, where they've gotten it wrong, and what they've learned scaling teams from the ground up.

Topics include hiring strategy, talent acquisition, team building, leadership, company culture, scaling startups, and building high-performance teams in SaaS and tech.

If you're a founder, operator, executive, board member, or VC, this show is for you.
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Yes, this podcast regularly features guests.

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