What is the right ratio of sales and customer handling staff VS other staff?

Some of this is stage dependent and all of it is highly dependent on the team above the product manager. The simplest answer of course is to find PM's from companies who have had exemplary success where the Product Manager candidate either led prior success or was exposed to it in a meaningful way. A simple starting point is to ask them to give you examples of conflicting opinions on a feature and how they evaluated the conflicting opinions and made a decision and tracked the success or failure of that decision. AirBnb actually gives PM's homework as part of the interview process where they have to actually present a unique idea (from scratch) to the interviewing team. Happy to talk to you about best process based on your stage and existing team.

You already said it: "He isn't interested in salary as much as equity." If this developer is any bit worth his salt, he is worth the equity. A smaller piece of a bigger pie is far more valuable than a big piece of a small (or worthless) pie. Profit sharing is a red flag to me that just sounds "Cheap," unless you guys are making tons and tons of profit already. I don't know where you're based, but In Silicon Valley, a good developer can easily fetch $300-500k (base + bonus + yearly equity). UC Berkeley's average starting salary for NCGs majoring in EECS or Computer Science is $108k. Salary is something a good developer can easily get; why your startup (possibly unstable) rather than another more established company? If as the other person said, he walks and you're company is crippled, give him equity. Happy to chat more.

I would be curious to know why you feel it is important to use personality testing. I have hired over 20 sales reps and I have never used any testing. I have conversations with my hires because that is going to tell me more about their personality any day than a test. Plus you might eliminate someone because of a test score that could be a great fit for your organization. I have a pretty strong process for hiring sales people and could share with you my steps and even the questions if you would like.

Almost all my clients have the same issue as yours. So your challenges are not unique. While making positive business progress is a wonderful thing, external growth must come with relevant similar pace of internal growth. It seems that you are using the same old management approach/ style despite your business has grown from 1 or 2 people into current size. It is no more purely a number game now, mismanaging people will lead to loss of knowledge, valuable customer, profits, and growth potential. Your backyard is having fire currently means your internal support team is having some challenges and you may have uneven growth in some business functions - immediately you should investigate the following areas: 1. Review your management approach/ style and system 2. Review whether you are capable to manage C-level employees. 3. Review your human capital policies and culture diversity 4. Review, whether you have clear/ appropriate a) accountabilities, b) roles and responsibilities, c) committed budget, d) monitoring and control system, e) KPIs, etc 5. Revisit your mission/ vision/ expectations, adjust if necessary. 6. Review workflows and communication models to identify what has triggered the conflict(s). I think the above should help. Upon making the reviewing, you may already have action plans. If you still have problems, feel free to drop me a message

You don't. Research the company and hiring manager or would be manager/leader to such things like their needs, recent prior events (& whom else would have been there), near future company goals, products and find a place within that need structure where you would add material value. Then craft what is called a Speculative Application. Get yourself into a position in which travel might be an option as part of your roles.