One of the things that amaze me the most in Portugal is the lack of specific training that people who rise to the position of Commercial Director have.
The career management of these profiles is still looked upon with a significant lack of professionalism.
If the former salesperson had a good role model or a good mentor, they would probably get by and even do a good job.
If this has not happened, the probability of things going wrong is very high.
The sales role is not compatible with what the now head or sales director has to have in terms of resources.
In addition to this, there is the paradigm of working in a very isolated way before and now having to work more as a team.