Hiring scenario
Promote an Associate Rep—or Hire the Territory Seat?
ASR-to-TM promotions fail when the territory still needs a hunter. Decide with evidence, then either promote cleanly or post a specialty-matched territory role.
Evidence over tenure
Case ownership beats time served.
Seat design
Promotion without a backfill plan stalls growth.
Specialty fit
ASR lanes must match the TM book.
Promote when you see
- Independent case ownership and surgeon trust
- Forecast discipline without manager rewriting
- Willingness to own competitive takeaways
- Clear coaching plan for the next ASR
Hire externally when
- The book needs hunter DNA the ASR has not shown
- Promotion would leave coverage gaps with no backfill
- Specialty mismatch between ASR experience and TM portfolio
- You need speed—post a TM role free and shortlist matches
Running both paths
- Post associate and territory roles with specialty matching
- Use hire associate and territory manager pages for screening
- Territory alerts while you decide
- Free first job to test the market without a retainer
ASR promotion or open TM seat?
Share specialty, current bench, and whether the territory is already vacant.
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