For most businesses, sales growth isn’t just about adding headcount, it’s about building a sales organisation that matches your goals, supports your strategy, and can evolve as you grow.
But here’s the problem: Too often, sales teams are built reactively, based on what’s urgent, who’s available, or what’s worked before. Not based on where the business is going or what the market demands now.
Whether you’re hiring your first rep, scaling up a team, or adjusting after a growth spurt, here’s what you should be thinking about when it comes to building and structuring your sales function for real performance.
Before diving into job titles, KPIs or comp plans, ask this:
What’s the commercial goal and what kind of sales motion will get us there?
Are you:
Each of these scenarios requires a different mix of roles, skills, and process. If you don’t get clear on purpose first, your team will struggle to prioritise, convert, or scale effectively.
Think of purpose as the compass that guides structure, process, and hiring. Without it, even great people won’t drive the right outcomes.
Your sales team structure should reflect your growth priorities not someone else’s org chart.
Don’t assume what worked at a previous business (or for your competitor) will work for you. Your structure needs to match your customer journey, internal capability, and GTM goals.
The biggest gains often come not from adding people, but from re-aligning roles and effort to what matters most.
Role clarity isn’t bureaucracy, it’s a performance enabler.
Without it, people:
You don’t just need detailed job descriptions, you need clarity on:
Even in a two-person team, this clarity builds accountability, confidence, and results.
Hiring without a defined process is like handing someone a map with no destination.
Before scaling your team, you need a repeatable, teachable process. This enables onboarding, coaching, and forecasting.
We help teams document and refine their sales process so that performance doesn’t rely on memory, personality, or legacy knowledge.
Your sales methodology is how your team sells, it's the mindset and behaviours they bring to every conversation.
Whether it’s consultative selling, challenger, MEDDIC, MEDDPICC, SPICED or something custom, it needs to:
You don’t need to pick a ‘famous’ method. You need a common sales language and mental model that supports consistent coaching, messaging, and execution.
Too many teams jump straight to lagging indicators (like revenue) without focusing on the inputs that drive results.
Start simple:
As you grow, evolve your metrics to reflect more complex sales motions, or to isolate performance at the individual or team level.
KPIs should drive focus, not overwhelm or micromanage.
Your structure, roles and tools need to evolve as your market, strategy, and goals evolve.
At sellcology, we run light-touch “Sales Structure Reviews” every 6–12 months with clients to make sure the engine matches the direction.
You don’t need to rebuild from scratch but you do need to evolve with intent.
If your sales structure isn’t delivering the performance you need, it’s not a headcount issue, it’s likely a clarity, consistency, or capability issue.
That’s where we come in.
At sellcology, we help founders and sales leaders:
Even a short engagement can help clarify where to start and how to scale sales the smart way.
Want to see if your sales structure is where it needs to be? Let’s start with a conversation.
or drop me a message to set up a quick diagnostic or planning session.