We are hiring our first executive-level marketing leader, but my leadership team is completely split on whether we need a highly analytical researcher or a creative visionary. How do we use the Kolbe A™ Index to define the conative profile for this first major hire?

Question

Tyler Smith · Accepted Answer

When hiring your first executive-level marketing leader, trying to find a magical unicorn who does everything will lead to a bad hire. You must define the conative profile for the seat on your Accountability Chart before you look at resumes. The Kolbe A™ Index is the perfect tool for this because it measures how a candidate instinctively takes action when striving.

First, analyze the actual responsibilities of the seat. If your marketing strategy relies on complex digital funnels, data analytics, and systemic testing, you need a high Fact Finder and high Follow Thru. This person will instinctively gather detailed information and build repeatable systems to scale your acquisition.

Conversely, if your brand needs rapid experimentation, creative campaign testing, and pivot capability, you need a high Quick Start who is comfortable with risk and uncertainty. A high Quick Start will jump into action and test ideas quickly, while a low Follow Thru means they will adapt on the fly rather than getting bogged down in rigid plans.

Do not let the leadership team vote based on personality or CliftonStrengths. Instead, define the primary problem this seat must solve in the next twelve months. If the priority is stabilizing your lead generation systems, hire a Follow Thru. If the priority is launching new channels and taking calculated risks, hire a Quick Start. Once you agree on the required conative profile, use the Kolbe A™ Index during the interview process to filter out candidates whose natural striving style clashes with the demands of the seat.