We are a B2C membership subscription business with global reach. Hiring a COO and CMO. COO is a new role, CMO is replacing an existing (there is a marketing team in place). We're fast growing, so cultural fit is so important...
I wish I had a shorter answer to this. To answer that, it depends a lot on your kind of company, who's your market, and what kind of people work there.
I agree with you, I would even say that sometimes the cultural fit is even more important than current skills (since they can be learned). My best recommendation would be to read "The Hard Thing About Hard Things" by Ben Horowitz. That book is a gem.
