Saas Sales Role Definitions
With a Saas sales company there are many roles that are included along the journey. The more complex the solution, the more individuals that are included. To get a baseline I have outlined some of the main roles. As with any organization many of the names can be adjusted to fit that specific organization therefore I have included definitions and criteria. This is not an exhaustive list of roles in the Sales Saas space.
Account Managers/Direct Sellers (Hunter Sales Role)
Definition: An individual that has significant influence over an opportunity closing. This person maintains contact with the account and ensures the appropriate personas from the prospective customer are included at the right times along the sales journey. Additionally, this person leverages internal relationships to build a team of experts to answer any questions the customer may have.
Criteria: Highest leveraged roles from a pay mix and compensation at risk standpoint. This is a true sales hunter role.
Pay Mix: 50% Base Salary / 50% Variable
Solution Consultant / Sales Engineer
Definition: Typically this role is an individual with more technical experience that can answer specific questions and also provide an in depth demo to the customer. The Account Manager will introduce the Solution Consultant when the customer is ready to address some specific solutions and an overall demo.
Criteria: Technical expert with some industry experience. This role can be a good transition from a product team or professional services to sales.
Pay Mix: 70% Base Salary / 30% Variable
Product Specialist / Solution Sales Specialist
Definition: For the more complex solution offerings you may have a specialist for a product group. This role will have the in depth knowledge and be able to outline clearly to the prospective customer the competitive advantage on the proposed offering.
Criteria: Many times this is a situation where the customer becomes the seller. Industry experience is a huge advantage for this role. When an organization starts a product specialist team they will look to the product team, solution consultants and professional services for candidates.
Pay Mix: *60% Base Salary / 40% Variable
*This depends on the role of the product specialist. If truly a sales (Strong influence on the go or no go of an opportunity) individual than this role will have a more leveraged pay mix (50/50 or 60/40), if the role is more of an advisory role then you may see a less leveraged pay mix (70/30 or 80/20).
Customer Success (Farmer = Renewals)
Definition: Depending on how much ARR a Saas companies they can create a Customer Success role where their main focus is ensuring implementation, product usage and overall success will result in a renewal of a contract. Many times Customer Success reps are tied to the par value of a renewal and are incentivized for an expansion on a renewal or additional products being added to the contract. Depending on the scale of the organization, complexity of the sale and the “hand off” from the Account Manager/Direct Seller this role can vary in influence.
Criteria: This role can vary greatly as noted in the definition therefore the criteria is not as straight forward.
Pay Mix: Between 70% to 80% Base Salary and 30% to 20% Variable
Services Sales Rep
Definition: An individual that understands the professional services landscape exceptionally well and can sell this service to clients. A broader knowledge of the implementation process and timeline will be needed to accurately outline this to meet the clients needs.
Criteria: This role can be a good transition from professional services to sales.
Pay Mix: 70% Base Salary / 30% Variable
Sales/Business Development Representatives
Definition: Lead generation is this role’s main objective. Ensuring sales qualified leads (SQL) are created and then handed off to the sales team (Sales Accepted Lead = SAL).
Criteria: Entry level role or a entry role for an experience sales individual in a Saas business.
Pay Mix: 80% Base Salary / 20% Variable
Sales Leaders
Definition: A manager role of a team(s) of sales roles as noted in this post. Responsibilities include pipeline management as well as sales coaching and management . This role can range from a front line manager to a VP/SVP and even a CRO/Head of Sales.
Criteria: Sales Team Management/Coaching
Pay Mix: Varies greatly depending on role, team and level.
As noted, this is not an exhaustive list but provides a good starting point on some of the common sales roles for a Saas organization.
Thanks.