In a sales team, not everyone is responsible for closing deals. There are other responsibilities inside sales teams, such as SDRs, sales operations, etc. Together, they make a sales team.
However, in some companies, only the people involved in closing deals and their manager are called the sales team; others go by their name. It is subjective to the company and the industry. Read on for a breakdown of typical sales team structures.
Common sales roles and how they are structured in a sales team
Here's a list of sales roles you will commonly find in companies:
Sales Development Representatives (SDRs)
SDRs are responsible for lead generation and qualification. They typically focus on outbound sales efforts, reaching out to potential customers, and identifying those who may be a good fit for the company’s products or services.
Structure: Often organized by industry, territory, or lead source to specialize and streamline the qualification process.
Account Executives (AEs)
AEs take qualified leads from SDRs and work to close deals. They manage the sales process from initial contact to final sale, often customizing solutions to meet the needs of specific clients.
Structure: AEs may be segmented by industry verticals, geographical regions, or specific product lines to focus their efforts on specialized areas.
Account Managers
Once a sale is made, account managers maintain and grow relationships with existing customers. They focus on customer satisfaction, upselling, and ensuring repeat business. In some company, Account Managers are also responsible to closing deals.
Structure: Often organized by client size or industry, allowing them to tailor their approach to different types of accounts.
Sales Operations
Sales operations professionals support the sales team by managing tools, data, and processes. They ensure that the sales team has everything they need to succeed, from CRM systems to sales analytics.
Structure: Sales Operations teams might be divided by function, such as CRM management, data analysis, or process improvement.
Sales or Solution Engineers
Sales engineers provide technical expertise during the sales process. They work closely with AEs to demonstrate the technical aspects of products and tailor solutions to complex customer needs.
Structure: Sales Engineers may be aligned with AEs by region or product line, ensuring they support the appropriate accounts with technical insights.
Sales Managers
Sales managers oversee teams of SDRs, AEs, or Account Managers. They are responsible for setting targets, monitoring performance, and ensuring that the team meets its sales goals.
Structure: B2C Sales Managers are typically organized by sales channel (e.g., inside sales, field sales) or by customer segment (e.g., consumer electronics, apparel). In larger organizations, there may be a hierarchy with Regional or Area Sales Managers overseeing multiple Sales Managers.
Channel Sales Managers
Channel sales managers are responsible for building and maintaining relationships with external partners, such as resellers, distributors, or agents who sell the company’s products or services. They oversee the channel sales strategy, ensuring that partners are equipped with the necessary tools, training, and incentives to drive sales.
Structure: Managed by channel type (e.g., resellers, distributors) or geographical region, focusing on partner recruitment, support, and performance management.
How to build a sales team structure
To build a sales team structure, look at the available roles and choose a structure that will fit your organization. Follow these steps:
- Analyze your market, customer segments and competitors
- Define sales roles and responsibilities
- Choose a sales team structure
- Implement tools and processes
Types of sales team structure to choose from
Here are the different sales team structures commonly seen in the U.S.
Hierarchical structure
- Overview: In this traditional model, each sales role is clearly defined, with a hierarchy of managers overseeing different levels of the team. This structure is common in large enterprises where clear lines of authority and specialization are essential.
- Advantages: Clear career paths, specialization, and well-defined roles.
- Challenges: A long hierarchy can be inflexible and slower to adapt to market changes.
Pod structure
- Overview: In a pod structure, small teams or "pods" consist of an SDR, AE, Account Manager, and sometimes a Sales Engineer or Channel Sales Manager working together on specific accounts or regions. Each pod operates semi-autonomously.
- Advantages: Encourages collaboration, allows for faster decision-making, and aligns team members toward common goals.
- Challenges: Can lead to silos and working without understanding other teams needs. It is important to have good communication among pods.
Flat structure
- Overview: In a flat structure, there are fewer management layers, and salespeople have more autonomy. This structure is often seen in startups or smaller companies.
- Advantages: Quick decision-making, high flexibility, and empowerment of individual team members.
- Challenges: May lead to role confusion, with employees taking on multiple responsibilities, and could result in a lack of clear leadership.
Sales team structure - Our recommendation is ‘Heirarchy + Pod’ structure
Combining a hierarchical structure with a pod structure in a sales team can provide the benefits of both systems: clear lines of authority and specialization from the hierarchical approach, along with the collaborative, focused teamwork of the pod approach. Here’s how that works with an example:
Top-Level Management
- VP of Sales / Chief Sales Officer (CSO)
Reports to: C-suite executives or board of directors.
- Sales Directors / Regional Sales Managers
Reports to: VP of Sales / CSO.
Middle Management
- Sales Managers
Reports to: Sales Directors / Regional Sales Managers.
- Pod Leaders
Reports to: Sales Managers
Specialized Roles/Pods
- SDRs, sales operations, Account managers, etc.
Reports to: Pod leaders
B2B vs. B2C sales team structure - Key differences
Here are the differences between B2B vs. B2C sales team structure:
| Aspect | B2B Sales Team Structure | B2C Sales Team Structure |
|---|---|---|
| Sales Cycle | Longer, complex, involves multiple touchpoints | Shorter, often transactional, fewer touchpoints |
| Target Audience | Businesses, organizations, decision-makers | Individual consumers, mass market |
| Sales Roles | - SDRs for lead generation - AEs for closing deals - Account Managers for relationship management - Sales Engineers for technical support |
- Inside Sales Reps for phone/online sales - Field Sales Reps for in-person sales - Customer Service Reps for post-sale support |
| Sales Channels | Direct sales, channel partners, complex negotiations | Retail, online, direct consumer interactions |
