Assembling the right sales team can feel overwhelming, especially when you’re navigating roles like SDRs, BDRs, AEs, and CSMs. Who should you hire first? How do you ensure each role drives growth and efficiency?
Hiring the wrong roles at the wrong time can slow momentum, waste resources, and create misalignment within your sales process. To help you build a scalable and effective sales team, let’s break down each role, its key responsibilities, and when to bring it on board.
1. Sales Development Representative (SDR) – The Lead Generator
Primary Role: Prospecting and qualifying leads
What They Do:
- Conduct outreach via cold calls, emails, and LinkedIn
- Identify and engage key decision-makers
- Qualify leads to ensure they’re a good fit for your services
- Set appointments for Account Executives (AEs)
When to Hire:
SDRs are essential when your business needs a steady pipeline of leads. Their job is to take the heavy lifting off AEs, allowing them to focus on closing deals instead of chasing cold leads.
Why They Matter:
Without SDRs, your sales team may struggle to generate new business consistently. They are the frontline of outreach and play a crucial role in revenue growth.
Why They’re Important:
SDRs can significantly impact your growth trajectory by ensuring that your sales team always has high-quality leads to work with, minimizing wasted efforts on unqualified prospects.
2. Business Development Representative (BDR) – The Expansion Expert
Primary Role: Identifying new markets and business opportunities
What They Do:
- Develop relationships with potential partners, resellers, and large clients
- Identify new markets, industries, and expansion opportunities
- Attend industry events to build relationships and gain insights
- Work with marketing to generate and qualify new leads
When to Hire:
BDRs are crucial when you’re expanding into new territories, exploring partnerships, or targeting larger accounts that require a strategic approach.
Why They Matter:
BDRs create long-term growth opportunities by identifying high-value prospects that might not be immediately obvious.
3. Account Executive (AE) – The Deal Closer
Primary Role: Closing deals and managing the sales cycle
What They Do:
- Engage with qualified leads and guide them through the sales process
- Deliver product demonstrations and sales presentations
- Handle contract negotiations and close deals
- Build strong relationships with decision-makers
When to Hire:
Once you have a steady stream of leads (from SDRs or inbound marketing), AEs ensure those opportunities turn into revenue.
Why They Matter:
AEs are the revenue drivers of your business. Their ability to present value, handle objections, and seal the deal is crucial for sustained growth.
4. Customer Success Manager (CSM) – The Retention Specialist
Primary Role: Ensuring client satisfaction and reducing churn
What They Do:
- Onboard new clients and provide ongoing support
- Address client concerns proactively
- Build relationships to foster loyalty and retention
- Identify upsell and cross-sell opportunities
When to Hire:
Once you’ve started closing deals, CSMs become essential for keeping those clients happy and ensuring they continue doing business with you.
Why They Matter:
Keeping existing customers is significantly more cost-effective than acquiring new ones. CSMs help reduce churn and increase customer lifetime value.
5. Sales Manager – The Team Leader
Primary Role: Driving sales strategy and coaching the team
What They Do:
- Develop and implement sales strategies
- Set individual and team targets
- Provide coaching and mentorship to improve performance
- Monitor sales metrics to optimize processes
When to Hire:
Once your sales team reaches 4-5 members, a Sales Manager ensures alignment, consistency, and continuous improvement.
Why They Matter:
Without a dedicated manager, sales reps may lack structure and strategic direction, leading to inefficiencies.
6. Sales Engineer (SE) – The Technical Sales Expert
Primary Role: Providing technical expertise during the sales process
What They Do:
- Assist AEs with product demonstrations
- Address complex technical concerns from prospects
- Customize solutions to meet client needs
- Bridge the gap between technical and non-technical stakeholders
When to Hire:
If your product requires in-depth technical explanations, a Sales Engineer helps clarify its value to prospects.
Why They Matter:
SEs can be the difference between winning and losing deals, especially when selling complex solutions.
7. Account Manager (AM) – The Relationship Builder
Primary Role: Managing existing clients and driving renewals
What They Do:
- Serve as the primary contact post-sale
- Conduct regular check-ins and ensure client satisfaction
- Handle contract renewals and upsell additional services
- Work with CSMs to maintain long-term client relationships
When to Hire:
Once your client base grows, AMs help strengthen relationships and increase customer lifetime value.
Why They Matter:
AMs play a key role in reducing churn and ensuring long-term revenue stability.
Pro Tip for Startups: Who to Hire First?
If you’re just getting started, prioritize SDRs and AEs to build your pipeline and close deals. As your business scales, introduce CSMs to retain clients and Sales Managers to optimize operations.
Building the right sales team isn’t just about filling roles—it’s about strategically aligning talent with your growth goals.
If you need guidance on structuring your sales team for success, RedVine Operations is here to help. Let’s build your dream team together. Contact us today.