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In this blueprint, we provide insights on how to structure your sales organization. The
changes in SaaS require that we no longer look at salespeople as individual
contributors, but rather a team that crosses disciplines, not just within sales but also
across other parts of the organization such as marketing and product. The Winning By
Design Blueprint Series (https://www.saleshacker.com/preferred-
partners/certified-sales-expert/winning-by-design/) provides practical advice for
every part of a SaaS sales organization.
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CASE IN POINT: Over the past decades, B2B sales people were referred to as individual
contributors.
Reps were hired, trained and compensated to perform as an individual to hit a quota.
This comes from a time when enterprise sales people left the office on a Monday to
return to base on Friday with signed purchase orders, submit expenses, update the
funnel, etc.
In today’s world, this may sound like something from a movie; however, most
structures in the sales organizations never have been updated since these days.
Traditional vs Modern Sales Organizational Structure
To hit $8M, a VP of Sales would hand out $10M in quota @ $2M/IC. This would mean
five ICs were needed. Each IC would be assigned to a region. The regions were based
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on ZIP
Shares codes calculated to represent approximately to have the same amount of
potential.
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With the increase of quota, simply the amount of sales people were added to reflect
the increase in quota.( e.g. $2M per person, and handing out ~20% more quota vs.
what the real goal was.)
The root cause of today’s challenges can be traced back to the use of this outdated
model based on low volume of deals at a higher price.
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(https://22xmcq37bnw82iclyj35wony-wpengine.netdna-ssl.com/wp-
content/uploads/2018/01/Sales-PODS-English.png)
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Modern Sales Organizations – Due to lower deal value (ACV), ongoing renewals are
required to achieve the same profit. This may take >24 months.
Due to the lower price, it also requires a higher volume of deals to attain a similar kind
of growth. What complicates this model is the high-velocity it operates on; many clients
commit within 90 days or faster. This high-velocity creates a “manufacturing line”
approach.
CASE IN POINT:
Acquisition needs: To grow revenue annually, SDRs need to find business for AEs
who attain clients (https://www.saleshacker.com/sdr-ae-handoff/), commitment
and help them on-board to the point they can use the service.
Recurring needs: Today it is obvious that a company no longer can just send in an
annual renewal, but through the use of CSMs and AMs, they need to ensure clients are
using this AND identifying new opportunities within the account.
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• MDR: Market Development Rep – Follows up on inbound leads, setup a meeting
w/ AE.
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• SDR: Sales Development Rep – Starts a conversation with a client
through outbound actions such as emails/calls.
• AE: Account Executive – Develops SQLs through a series of meetings.
• ONB: Onboarder – Onboards/Integrates a client and achieves first use.
• CSM: Customer Success Manager – Achieves recurring use of the service.
• AM: Account Manager – Creates increased profit developing upsell
opportunities.
How a POD works:
The MDR/SDR combo sets up 40-60 meetings for the AEs each month.
From these meetings, the AEs close 6-8 deals per month with an ACV of $18,000.
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(https://22xmcq37bnw82iclyj35wony-wpengine.netdna-ssl.com/wp-
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content/uploads/2018/01/Sales-PODs-1.png)POD Modeling
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Historically, the efficiency of these PODs were not considered an issue due to the
extreme focus on winning logos.
The annual on target earning (OTE) of this POD should not exceed 40% of annual
revenue.
(https://22xmcq37bnw82iclyj35wony-wpengine.netdna-ssl.com/wp-
content/uploads/2018/01/Sales-PODs-2.png)Scaling Your Revenue
Growth
Scaling of the revenue now occurs by scaling the PODs. In the example below, you will
notice how at first our teams operate unstructured.
A group of SDRs creates SQLs and they are randomly assigned to a group of AEs.
To grow, the company needs to structure its resources into two initiatives; SMB and
MidMarket, each requiring a different approach.
As the business grows, new markets are discovered, and new PODs are launched to call
on these markets.
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(https://22xmcq37bnw82iclyj35wony-wpengine.netdna-ssl.com/wp-
content/uploads/2018/01/Sales-PODs-3.png)A few metrics
(https://www.saleshacker.com/saas-metrics/) to keep in mind for most B2B Sales
organizations:
One of the key advantages of PODs is the realization that you can focus the resources.
This is very important during the early days of scaling revenue.
Randomly responding to inbound does not allow
you to address your sales strategy – @IndoJacco
(https://twitter.com/share?
text=Randomly+responding+to+inbound+does+
not+allow+you+to+address+your+sales+strateg
y+-+%40IndoJacco&via=SalesHacker&related=S
alesHacker&url=https://www.saleshacker.com/s
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Shares ales-team-organizational-structure/)
DOJACCO&VIA=SALESHACKER&RELATED=SALESHACKER&URL=HTTPS://WWW.SALESHACKER.COM/SALES-
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In the example below, you will notice the specialization of Government vs. Commercial.
You will also see each POD then going through sub-segments to heat-check markets.
This allows each POD to train only on the needed use-cases/value proposition for each
sprint. The sprints can vary in length, anywhere from 30 to 90 days.
(https://22xmcq37bnw82iclyj35wony-wpengine.netdna-ssl.com/wp-
content/uploads/2018/01/Sales-PODs-4.png)Example of how to structure a sprint
over time:
• Week 1: Train the team on use-cases and role play a variety of scenarios.
• Week 2: Pursue B-leads first.
• Week 3: Market and organize an event, pursue your A-leads.
• Week 4: Pursue A-leads.
• Week 5: Wrap-up and start next sprints.
You can apply PODs for different business models. The most common application is to
land Platform sales, in which the team closes a deal for a CRM/ERP system, etc.
When the deal closes there is not a lot of upsell. Think of a workflow platform; in the
initial sales it may be sold for eight users in business unit X.
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A year
Shares later, there are 10 users in business unit X and maybe another two seats in a
new business unit.
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(https://22xmcq37bnw82iclyj35wony-wpengine.netdna-ssl.com/wp-
content/uploads/2018/01/Sales-PODs-5.png)However in consumption sales, the POD
can be deployed post close. The figure above depicts use of a POD in a free sign-up
model.
In this model, CSMs identify those who have high consumption potential, the ADR
develops the leads and the AM upsells. In this model, you may see 2000% growth in an
account.
We have found that PODs also allow you to scale your recruiting
(https://hbr.org/2016/02/hiring-star-salespeople-isnt-the-best-way-to-grow). A
new POD can be launched by promoting the top performer of an existing POD (AE of
POD 1) to become the new POD leader of POD2. The team leader of POD 1 can backfill
the position within the POD and hire a new MDR.
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