Is Your Sales Team Underperforming? Here’s How to Fix It
Every sales manager knows the feeling. The numbers aren’t where they should be. The team is working hard, but something isn’t clicking. Some reps are thriving, while others struggle. Deals take too long to close, and key opportunities slip through the cracks.
You start asking yourself:
- Do I have the right people?
- Are they in the right roles?
- Is our sales process helping—or hurting—our results?
Even the most talented sales teams can underperform if the structure isn’t right. Without clear roles, a streamlined process, and a strategy that aligns with your business goals, your team will always be fighting an uphill battle.
Why Sales Team Structure Is the Key to Performance
Think of your sales team like a high-performance sports team. If a striker plays defense or the best playmaker never touches the ball, you’re setting yourself up for failure.
Common Sales Team Challenges
A poorly structured sales team leads to:
- Unclear roles → Reps stepping on each other’s toes, missing opportunities.
- Scaling challenges → Growth stalls because there’s no clear process.
- Inconsistent execution → Clients lose trust due to a lack of structure.
- Poor insight into performance → Without the right KPIs, it’s impossible to know what’s working.
- Skill gaps → You may have great people, but are they in the right positions?
Before making changes, assess your current team. Who’s thriving? Who’s struggling? Where are the bottlenecks? Once you have clarity, you can structure your team for success.
Which Sales Team Structure Fits Your Business?
After all, there’s no one-size-fits-all approach, but two models consistently drive results:
1. The Structured Specialization Model (Best for Scaling Organizations)
This model assigns specialized roles within the sales process—from lead generation to closing and account management. Therefore It’s ideal for companies looking to scale efficiently.
Benefits:
- Faster deal flow.
- Clear accountability.
- Efficient use of resources.
⚠️ Potential Pitfall: If executed poorly, this model can feel robotic. Keep the client experience personal.
2. The Agile Team Model (Best for Complex Sales & High-Value Clients)
Instead of rigid roles, small, cross-functional teams (pods) manage a shared portfolio of clients. In fact, this approach fosters trust and deep client relationships.
Benefits:
- Stronger collaboration.
- Highly adaptable sales process.
- Ideal for long-term, consultative selling.
⚠️ Potential Pitfall: Without strong leadership, pods can lose focus. Make sure teams have clear goals.
The Right People in the Right Roles = Success
It’s not just about structure—it’s about having the right talent in the right places. A high-performing sales team consists of:
1. Strategic Leadership – The Visionaries
- Sales Director / Head of Sales – Defines strategy and aligns with business goals.
- Regional Sales Leaders – Adapt strategy to different markets.
- Key Account Managers – Build and maintain relationships with top-tier clients.
2. Core Sales Team – The Closers
- Client Advisors / Account Managers – Nurture and grow client relationships.
- Business Development Consultants – Identify and create new opportunities.
- Solution Experts – Provide industry knowledge to support sales.
3. Sales Enablement & Optimization – The Engine Behind the Machine
- Sales Operations & Insights Manager – Uses data to optimize the sales process.
- Sales Trainers / Coaches – Develop skills and improve performance.
The secret to success? Define clear roles, align them with strengths, and make sure everyone knows their impact.
Fixing Your Sales Process for Better Results
A strong team needs a strong sales process. Therefore ask yourself:
Are we targeting the right clients?
Do we understand their needs before selling?
Are we providing real value, or just pushing products?
Are we guiding them through the decision process effectively?
Do we have a strategy for client retention?
A high-performing team isn’t just about closing deals—it’s about building long-term relationships.
What Metrics Really Matter?
Beyond revenue, the best sales teams additionally track:
- Sales Effectiveness – Are we executing personalized selling well?
- Client Retention & Expansion – Are we growing long-term relationships?
- Sales Cycle Optimization – Are we closing deals efficiently without rushing and pushing clients?
Tracking these KPIs helps pinpoint weaknesses and improve performance.
Ready to Build a High-Performing Sales Team?
If your sales team isn’t performing at its best, it’s not just about working harder—it’s about working smarter. Above all you need the right structure, roles, and strategy to succeed.
At Hovingh & Partners, we’ve helped countless sales leaders restructure their teams for maximum performance. For this reason we understand the frustration, the uncertainty, and the pressure. And we’re here to help.
📥 Download our Sales Team Structure Guide for practical steps and insights to implement the right model for your team. Optimising your sales team structure can drive efficiency and revenue growth. Our experts at Hovingh & Partners can help you design the right strategy tailored to your business needs.
📞 Contact our consultants today to unlock your team’s full potential!