Building a great sales team is one of the most important things you can do to grow your business. Whether you are just starting out or looking to improve your existing team, the way you structure your sales team can make a huge difference in your success. A clear and effective sales team structure helps each person know their role, collaborate well, and stay focused on the right goals.
In this article, I’ll walk you through exactly how to build a sales team structure that works for your business. From choosing the right roles to setting up processes that drive results, we’ll cover everything you need to know.
Why a Well-Defined Sales Team Structure Matters
Before diving into the “how,” let’s talk about why the structure of your sales team matters. Think of a sports team: if each player doesn’t know their position or role, the team will struggle to win games. The same goes for a sales team.
A solid structure:
➜Helps your team focus on the right tasks.
➜Improves communication and collaboration.
➜Ensures that everyone is clear on their goals.
➜Increases accountability, so everyone knows what’s expected.
In short, when your sales team structure is clear and efficient, your team works together better, leading to more sales and growth.
Step 1: Define Your Sales Team’s Goals
Before you can build the structure, you need to understand what you want your sales team to achieve. Are you focusing on lead generation, customer acquisition, or retention? Defining these goals will guide how you organize the team.
➡️Key Questions to Ask:
- What is your business’s primary sales objective?
- Are you selling to individuals (B2C) or other businesses (B2B)?
- Do you need a sales team that works mostly online or face-to-face?
Once you’ve answered these questions, you can tailor your structure to align with those goals.
Step 2: Identify the Key Roles in Your Sales Team
Every sales team needs different roles. Depending on your company size and goals, these roles might vary, but here are some of the most common positions:
➡️Sales Manager/Team Leader
The Sales Manager oversees the team and ensures everyone is hitting their targets. They provide guidance, set up strategies, and make sure the team is motivated. A strong manager helps the team stay on track and addresses challenges when they come up.
➡️Account Executives (AEs)
Account Executives are the ones who close deals. They are experts in selling and are responsible for working with potential clients to convert leads into customers. AEs focus on relationship-building and sales presentations.
➡️Sales Development Representatives (SDRs)
SDRs focus on finding new leads and qualifying them. They typically make the first contact with potential clients, either through calls, emails, or social media. Their main goal is to qualify leads and set up meetings for the Account Executives.
➡️Customer Success Managers (CSMs)
Once a sale is made, Customer Success Managers ensure clients are happy and continue to get value from your product or service. CSMs help with onboarding, address issues, and look for opportunities to upsell or cross-sell.
➡️Sales Operations/Support
This role involves managing sales tools, data, and analytics. The sales operations person ensures the team has the right tools and information to be successful. They also analyze performance and suggest improvements.
Step 3: Design Your Sales Team Structure
Now that you know the roles you need, it’s time to figure out how to structure your team. The structure should depend on your goals and the size of your business. Here are some common ways to organize a sales team:
➡️By Geography
If your business operates in different regions, you might organize your sales team based on geography. Each salesperson could be responsible for a specific location or territory.
➡️By Product or Service
If you offer multiple products or services, you could structure your team so that each member specializes in a specific product line. This allows each salesperson to become an expert in their area.
➡️By Sales Process Stage
In some companies, it makes sense to structure the team based on stages of the sales process. For example, SDRs could handle the lead generation stage, while AEs take over for the closing stage. This method focuses on specialization and allows each person to focus on their strengths.
➡️By Industry or Customer Type
If your business serves multiple industries or types of clients, you might organize the sales team by industry. This way, each salesperson can tailor their approach to the needs of a specific industry or customer segment.
Step 4: Set Clear Goals and Expectations
It’s crucial to set clear expectations for each role within your sales team. Each person should know exactly what’s expected of them and how their performance will be measured. Setting clear and measurable goals will help you track progress and adjust your strategies as needed.
Some key performance indicators (KPIs) to track might include:
➜Sales quotas: The number of deals each salesperson is expected to close.
➜Lead conversion rates: How well SDRs qualify leads and set up meetings.
➜Customer retention: How well the team maintains client relationships.
Make sure to review these KPIs regularly and offer feedback to keep the team motivated and on track.
Step 5: Provide the Right Tools and Training
A well-structured team needs the right tools and ongoing training to be successful. Here are a few things you should consider:
➡️Sales Tools
Invest in a good CRM (Customer Relationship Management) system to track leads, customer interactions, and sales progress. Tools like Salesforce, HubSpot, or Zoho are popular options.
➡️Training Programs
Sales training is key to ensuring your team understands the sales process, handles objections, and knows how to close deals effectively. Make sure to provide ongoing training to keep skills sharp.
➡️Regular Communication
Ensure that your team has regular meetings to discuss progress, share insights, and collaborate. Daily or weekly meetings can help the team stay on the same page and address any roadblocks.
Step 6: Foster a Positive Team Culture
A successful sales team is one that works well together. Foster a positive, collaborative culture by encouraging open communication, celebrating wins, and providing opportunities for professional growth. When the team feels supported and valued, they will be more motivated to perform at their best.
Conclusion
Building a strong sales team structure is one of the best things you can do for your business. With clear roles, goals, and tools, your team will be set up for success. Remember to continuously evaluate and refine your structure to keep it aligned with your goals. Thanks for reading, and I hope this guide helps you create a winning sales team!
FAQs
What are the key roles in a sales team structure?
The key roles typically include Sales Manager, Account Executives, Sales Development Representatives (SDRs), Customer Success Managers, and Sales Operations. Each plays a unique part in the sales process, from lead generation to closing deals and managing customer relationships.
How should I organize my sales team?
There are several ways to organize a sales team, including by geography, product/service, sales process stage, or customer type. The best structure depends on your business needs and goals.
Why is a sales team structure important?
A clear sales team structure ensures that everyone knows their role and responsibilities, which leads to better communication, higher performance, and more sales.
How do I set goals for my sales team?
Set clear, measurable goals like sales quotas, lead conversion rates, and customer retention. Regularly review performance and provide feedback to keep the team on track.
What tools do I need for my sales team?
A good CRM system (like Salesforce or HubSpot) is essential for tracking leads and sales progress. You should also invest in training programs and communication tools to keep the team aligned.
