Defining Team Structure and Roles

Establishing a clear sales team structure is critical for operational efficiency and revenue generation. Early on, this typically includes Sales Development Representatives (SDRs), Account Executives (AEs), and a Sales Leader.

Why it's Important

Clarifies responsibilities and prevents role overlap.
Aligns team efforts toward shared goals.
Ensures scalability as the organization grows.

How to Implement

Identify core functions: lead generation, deal closure, and customer success.
Allocate roles based on current team size and priorities.
Draft job descriptions tailored to your ICP and sales cycle.
Define KPIs for each role to track performance.
Adjust team structure as you scale.

Available Workshops

Role Definition Workshop: Outline the responsibilities for each role.
Sales Cycle Mapping: Identify gaps where roles are needed.
Team Alignment Session: Clarify overlaps and boundaries.
Ideal Candidate Brainstorm: Define skills and traits for each role.
Hiring Plan Development: Draft a timeline for role recruitment.
KPI Brainstorming: Match KPIs to role-specific outputs.

Deliverables

Documented sales team structure.
Defined roles with responsibilities and KPIs.
Recruitment and onboarding plans for new hires.

How to Measure

Lead-to-opportunity conversion rates (SDRs).
Deal closure rates (AEs).
Retention and upsell metrics (Customer Success Managers).
Team performance against quarterly revenue goals.

Real-World Examples

Salesforce

Created a structure with SDRs focusing on prospecting and AEs closing enterprise deals.

Shopify

Focused on a lean team structure for SMB outreach before scaling.

Stripe

Built teams around specialized verticals, like fintech and e-commerce.

Get It Right

Start with versatile team members in early stages.
Align roles with customer journey stages.
Regularly review team performance and adjust structure.
Offer role-specific training.
Foster collaboration across roles.

Don't Make These Mistakes

Hiring for roles without clear responsibilities.
Overlapping roles causing inefficiency.
Neglecting to align team structure with sales goals.
Under-investing in role-specific training.
Ignoring feedback from team members.

Provided courtesy of Whitney Elenbaas, Fractional CRO

Gem Consulting