What do top-performing sales teams have in common? It’s not just great pitches or shiny CRMs—it’s a solid structure. A strategic, well-oiled sales team structure is the secret sauce behind consistent deals, happy customers, and unstoppable revenue growth.
Think of your sales team like a band. You’ve got lead guitarists (Account Executives), rhythm players (SDRs), a solid bassline (Sales Ops), and maybe even a backup singer or two (Customer Success). When everyone knows their part and plays in sync, the result is music to your bottom line.
In this guide, we’re breaking down the 10 essential sales roles you need to know—who they are, what they do, and why your business can’t thrive without them. Whether you're building a sales team from scratch or fine-tuning an existing crew, understanding these roles will help you close more deals with less struggle.
1. Sales Development Representative (SDR)
SDRs are responsible for the top of the sales funnel. Their mission? Identify potential customers, spark interest, and qualify leads before passing them to closers like Account Executives. SDRs are often the first human interaction a prospect has with your business, so their role is crucial in setting the tone.
Key responsibilities:
- Researching and identifying target accounts
- Reaching out to prospects via cold calls, emails, and social media
- Qualifying leads using criteria like BANT or MEDDIC
- Booking discovery calls for Account Executives
Why they matter:
A strong SDR ensures your sales pipeline stays full and focused, saving time for closers and increasing overall team productivity.
2. Business Development Representative (BDR)
BDRs are similar to SDRs but often operate with a more strategic lens, targeting outbound opportunities, enterprise-level accounts, or new markets. They build the bridge between marketing and sales by finding untapped opportunities and nurturing early-stage interest.
Key responsibilities:
- Targeting high-value or strategic accounts
- Engaging with decision-makers and influencers
- Collaborating with marketing to align messaging
- Opening doors for long-term business relationships
Why they matter:
BDRs drive long-term growth by expanding reach into new verticals and laying the groundwork for future sales conversations.
3. Account Executive (AE)
AEs take qualified leads and guide them through the sales process—from initial discovery to closing the deal. They are persuasive storytellers and strategic negotiators who understand customer needs and position solutions accordingly.
Key responsibilities:
- Conducting demos and personalized presentations
- Managing the entire sales cycle
- Handling objections and contract negotiations
- Closing deals to meet revenue goals
Why they matter:
AEs are the revenue drivers. Their ability to convert leads into paying customers directly impacts your bottom line.
4. Account Manager
Once the contract is signed, the Account Manager ensures the customer relationship stays strong. They work to deepen trust, drive product usage, and uncover upsell and cross-sell opportunities.
Key responsibilities:
- Managing and nurturing ongoing client relationships
- Acting as the main point of contact post-sale
- Identifying expansion opportunities
- Ensuring customer satisfaction and renewal
Why they matter:
Account Managers keep customers engaged and loyal, turning one-time buyers into long-term partners.
5. Sales Manager
Sales Managers lead the charge on team performance. They mentor reps, track KPIs, resolve issues, and ensure that the team is aligned with overall sales goals. They play a vital role in scaling results across the team.
Key responsibilities:
- Hiring, training, and coaching sales reps
- Monitoring pipelines and quotas
- Analyzing performance metrics and providing feedback
- Motivating teams and removing roadblocks
Why they matter:
Strong leadership is key to a cohesive, driven team. Sales Managers turn individual effort into collective success.
6. Sales Director
Sales Directors think big. They shape long-term sales strategy, manage multiple teams, and collaborate with marketing, operations, and leadership to align revenue efforts with company goals.
Key responsibilities:
- Developing and executing sales strategies
- Setting revenue targets and territory plans
- Managing department budgets and forecasts
- Leading team leaders and supporting cross-functional alignment
Why they matter:
Without a Sales Director’s vision, even the best team can lack direction. This role ensures long-term growth and sustainable sales processes.
7. Sales Enablement Specialist
Sales Enablement pros equip reps with the resources, content, and knowledge they need to sell more effectively. From onboarding to playbooks to product updates, they ensure reps are always prepared to win.
Key responsibilities:
- Creating training programs and sales content
- Managing onboarding processes
- Updating sales collateral and playbooks
- Integrating tools that improve productivity
Why they matter:
Sales Enablement empowers reps to hit quotas faster, improves ramp-up time, and ensures consistency in messaging and execution.
8. Sales Operations Manager
Sales Ops is the glue that holds your sales machine together. This role focuses on systems, analytics, and operational efficiency to ensure everything runs like clockwork behind the scenes.
Key responsibilities:
- Managing CRM systems and tools
- Creating reports and dashboards
- Forecasting sales and tracking KPIs
- Optimizing workflows and processes
Why they matter:
When your systems and data are aligned, your team sells smarter—not harder. Sales Ops creates the backbone of a scalable sales organization.
9. Customer Success Manager (CSM)
CSMs ensure customers achieve their goals with your product or service. They're not just support—they’re proactive advocates focused on retention, adoption, and long-term value.
Key responsibilities:
- Onboarding and training new customers
- Tracking product adoption and usage
- Identifying and preventing churn risks
- Driving renewals and customer advocacy
Why they matter:
Keeping customers is just as important as winning them. CSMs help reduce churn, increase lifetime value, and fuel word-of-mouth referrals.
10. Business Development Manager (BDM)
BDMs focus on big-picture growth: strategic partnerships, new market opportunities, and enterprise-level deals. They operate at a higher altitude, nurturing relationships that may take months (or years) to close.
Key responsibilities:
- Identifying high-impact business opportunities
- Building strategic relationships and alliances
- Expanding into new markets or regions
- Aligning with C-suite executives and product leaders
Why they matter:
BDMs are essential for long-term expansion. They go beyond quota-chasing to build the foundations of future growth and innovation.
How These Roles Work Together
Think of your sales team as a relay race—not a solo sprint. Each role passes the baton to the next, contributing their unique strengths at different stages of the customer journey. When done right, this collaboration turns a series of individual efforts into a seamless, high-converting sales process.
At the top of the funnel, SDRs and BDRs are your lead hunters. They’re constantly researching, prospecting, and initiating contact. While SDRs often focus on qualifying inbound leads and handling initial outreach, BDRs are more strategic—targeting outbound opportunities and larger accounts. Their job is to warm up the lead and get it ready for the next phase.
Enter the Account Executive (AE)—the closer. AEs pick up where the SDRs and BDRs leave off, running product demos, addressing pain points, and tailoring solutions to fit the prospect’s needs. Their mission is to turn qualified leads into paying customers. But they don’t do it alone.
Business Development Managers (BDMs) often work parallel to this flow, with a slightly different focus. While AEs and BDRs are immersed in the day-to-day deal cycle, BDMs are out exploring bigger-picture opportunities. They seek strategic partnerships, open new revenue streams, and expand your footprint into untapped markets. Their efforts often lead to high-value deals that require custom sales strategies and long-term relationship-building.
Once the deal is signed, Account Managers and Customer Success Managers (CSMs) step in to take care of the post-sale experience. Account Managers maintain relationships, identify upsell opportunities, and keep customers engaged. Meanwhile, CSMs focus on product adoption, client satisfaction, and retention—ensuring customers see long-term value.
Behind the scenes, Sales Enablement Specialists make sure everyone on the team has the tools, resources, and training to perform at their best. From onboarding new hires to rolling out updated pitch decks, they keep your sales force sharp and consistent.
Meanwhile, Sales Operations Managers are the strategic masterminds making it all run smoothly. They manage CRM systems, track key performance metrics, forecast revenue, and streamline workflows—giving the entire team the infrastructure it needs to succeed.
Overseeing the whole operation is the Sales Manager, who mentors reps, tracks quotas, and ensures team alignment. Above them, the Sales Director drives long-term strategy, aligning sales goals with broader company objectives and pushing for scalable growth.
When these roles are clearly defined and effectively integrated, your sales team becomes more than the sum of its parts. Leads don’t fall through the cracks, reps stay focused on their zone of genius, and customers enjoy a smooth, professional experience from first contact to renewal.
The Takeaway
A great product or service can open doors—but a well-structured sales team is what keeps them open. By defining clear roles and responsibilities across your sales organization, you set the stage for stronger collaboration, better performance, and scalable growth.
From lead-hunting SDRs and strategic BDMs to behind-the-scenes Sales Ops and Enablement pros, every role in a modern sales team plays a crucial part in the customer journey. When these roles are clearly outlined and work in sync, you don’t just close more deals—you build a high-performing engine that drives sustainable revenue over time.
Whether you’re building a sales team from the ground up or refining the structure of an existing one, taking the time to align roles, clarify responsibilities, and support your reps with the right tools and leadership is a game-changer. It’s the difference between winging it—and winning it.
If you’re ready to build a sales team that delivers results—but aren’t sure where to start—we can help. South connects U.S. companies with pre-vetted, top-tier sales professionals from Latin America, making it easy to scale your team without the overhead.
Schedule a free call with us today and start hiring smarter!
Frequently Asked Questions (FAQs)
What is the ideal sales team structure for a growing business?
The ideal structure depends on your company size, industry, and sales goals. For most growing businesses, a solid foundation includes SDRs or BDRs for prospecting, Account Executives for closing deals, and Account Managers or Customer Success Managers for post-sale support. As you scale, adding roles like Sales Enablement, Sales Ops, and BDMs helps optimize performance and expand reach.
What’s the difference between an SDR and a BDR?
While the terms are sometimes used interchangeably, there are subtle differences. SDRs typically focus on qualifying inbound leads and handling initial outreach. BDRs, on the other hand, are more focused on outbound prospecting and targeting strategic or enterprise-level opportunities. Both roles aim to fill the pipeline with qualified leads—but their tactics differ.
When should I hire a Sales Enablement Specialist?
If your team is growing fast, struggling with onboarding, or lacking consistent messaging, it's time to bring on a Sales Enablement Specialist. They’ll help create training programs, streamline resources, and ensure your reps are always equipped to perform at their best.
How do Sales Operations and Sales Enablement differ?
Sales Operations focuses on processes, systems, forecasting, and analytics—essentially the how behind your sales strategy. Sales Enablement, meanwhile, supports the who, by preparing reps with training, content, and tools to improve performance. Both work behind the scenes but have distinct functions that support sales productivity.
Do I need both Account Managers and Customer Success Managers?
Not always—but it depends on your business model. If your product or service involves ongoing relationships or recurring revenue, having both can be powerful. Account Managers focus on revenue growth through upsells and renewals, while CSMs are more focused on product adoption and client satisfaction.
What role does a Business Development Manager play in a sales team?
A Business Development Manager (BDM) focuses on long-term growth initiatives, such as forging partnerships, exploring new markets, and securing high-value enterprise deals. While they may not be in the day-to-day sales cycle, their work creates major opportunities that feed the broader sales strategy.
How do I decide which sales roles to hire first?
Start by identifying your most immediate bottlenecks. If you need more leads, start with SDRs or BDRs. If you're getting leads but not closing, hire Account Executives. For customer retention or upselling, Account Managers or CSMs are key. Build gradually, then layer in support roles like Sales Ops and Enablement as your team matures.
Can a small business benefit from structuring a sales team this way?
Absolutely. Even if your team is small, having clearly defined roles—whether split among a few people or outsourced—can boost efficiency, accountability, and performance. It also lays the groundwork for smooth scaling as your company grows.
