Building and Scaling Modern B2B Sales Team with the Right Roles, Goals, and Tools

If you’re working in a modern B2B sales team, you understand the chaotic world of managing people, prospects, tools, and time.


With dozens of sales engagement tools, hundreds of different data sources, and crazy sales titles popping up from organizations every day, it can be hard to understand how to set your sales team up for short- and long-term success.


And while it is different for everyone, understanding how to build a B2B sales team structure, working backwards from company-wide goals, and selecting the right tools will give you the foundations you need as you continue to scale your sales team.


Here’s our tips on building a modern B2B sales team by selecting the right roles, goals, and tools.


Building the Base of Your Sales Team

Whether you’re a small startup just starting to expand your base or you already have fifty sales team members, it’s important to take a step back and understand the types of roles in a modern B2B sales team and which ones you actually need.


That’s going to start by understanding the different types of roles.


Here are the top B2B sales roles at a growing organization:

  • Business Development Rep (BDR)
  • Sales Development Rep
  • Account Executive
  • Sales Operations
  • Sales Engineer
  • Regional Sales Manager
  • Director of Sales
  • VP of Sales
  • Chief Revenue Officer


Take a look at your current sales team and your sales funnel. Are leads getting stuck somewhere? Do you really need to focus on the top of the funnel? Do you really know how to use all those tools that you bought? Does your team?


Answering these kinds of questions will help you understand the type of base you need to build at your sales organization. For example, some teams don’t need Regional Sales Managers (anyone who owns a certain region regardless of title) but others may because their products are performing well in global markets or coming to the US for the first time.


At the beginning phases of growing your sales team, you’ll have overlap within these roles.


Your account executives will need to know the product in and out until you hire a sales engineer. BDRs might be outsourced or might be in charge of prospecting, qualifying inbound leads, and cold emailing and calling. It’s always going to be different, but as you grow it’s important to know where one title ends and another starts.


Sales is chaos, but taking the time to understand the roles your organization needs to be successful will help you build the base of your B2B sales team structure.


Filling in the People Gaps

Once you understand the basic team you need and have those roles in place, it’s about understanding those gaps even further.


Sit down with your team and ask questions like:

  • What’s the most time-consuming part of your day?
  • What are you struggling with the most?
  • What’s your favorite part of your current role?
  • If you had one wish for the sales organization, what would it be?


These questions, along with a bigger analysis of the goals of the organization, will help you understand the support your team needs to be successful.


But, don’t just rely on qualitative answers from your team. Pull reports and analyze how the sales funnel has been performing and dive deep into different areas that are showing some red flags.


Creating Accountability with Goals, Objectives, and KPIs

Chances are your CEO or another higher up is asking for X% YoY growth — and you and your sales team are responsible for a large chunk of that.


That’s your overall goal for the year.


Now you need to build objectives to get you there. Sales objectives are goals that are established through every part of your sales strategy.


Some top sales objectives include:

  • Developing and use a prospect database with the data your team needs to be successful
  • Increasing customer retention by 7% this year
  • Revenue targets from a certain product line
  • Decreasing customer acquisition cost by 5%
  • Generating 5% more leads WoW
  • Decreasing sales cycle team by 10%
  • Increasing win rate by 9%


Sales objectives are achievable tasks that require a strategy to achieve them within a certain time frame. To measure the success of accomplishing your objectives, you’ll need to measure sales KPIs.


Some modern B2B sales KPIs include:

  • Monthly revenue growth and MRR
  • MQL to SQL
  • Average profit margins
  • Number of deals in each stage of the pipeline
  • Number of new conversations
  • Number of onboardings
  • Number of new demos


If your company’s overall goal is to increase revenue by 10%, the sales team would be responsible for a certain % of that, and would set objectives to achieve that percentage. They would measure their objectives by analyzing sales KPIs.


Your team is responsible for executing plays with positive results towards your objectives. You need to first make sure your team is aware of these goals and then hold them accountable to achieving their piece of the pie.


Empowering the Team with the Best Tools

Now that you have your team and understand your sales goals, objectives, and KPIs, it’s time to set that team up for success with the right tools — beyond the basics.


We all know there are hundreds if not thousands of different sales tools to help throughout the sales process. From data providers to our sales process compliance tool, you have big decision to make when it comes to enabling your team with the best products.


The number one thing I suggest when deciding which tools your need is to ask the question:


“Do I have the tools I need to disqualify everyone who isn’t a good fit and to get the accounts who are through the sales process efficiently?”


For example, if you sell software that integrates with another platform like Salesforce or Marketo, it’s important to know which accounts are using these platforms so you can focus on them and remove everyone who isn’t using these platforms.


Your team is full of knowledge on the different sales tools. Many times, the best sales team members are using their own suite of tools to get the job done. Ask your team what they need, analyze the options for yourself, and then work with marketing to make sure these large purchase decisions of data and tools are benefiting both teams.


Building a Modern B2B Sales Team with the Right Roles, Goals, and Tools


While it’s a catchy rhyme, it’s also a great framework for how to build a modern B2B sales team. If you’re looking to put some structure around the sales team within your organization, this framework is designed to keep you focused on the big picture while accomplishing the small tasks within building that super successful team.


Now get going!

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