SaaS Sales Organization

Use When

• Use when designing or scaling a SaaS sales organisation — sales motions, roles (SDR/BDR/AE/CSM/SE), pipeline stages, lead-to-cash, territory design, quota/commission, sales ops fundamentals, onboarding/ramp, and hiring rubrics. Sourced from "Blueprints for a SaaS Sales Organization" (van der Kooij, Pizarro).
• The task needs reusable judgment, domain constraints, or a proven workflow rather than ad hoc advice.

Do Not Use When

• The task is unrelated to saas-sales-organization or would be better handled by a more specific companion skill.
• The request only needs a trivial answer and none of this skill's constraints or references materially help.

Required Inputs

• Gather relevant project context, constraints, and the concrete problem to solve; load references only as needed.
• Confirm the desired deliverable: design, code, review, migration plan, audit, or documentation.

Workflow

• Read this SKILL.md first, then load only the referenced deep-dive files that are necessary for the task.
• Apply the ordered guidance, checklists, and decision rules in this skill instead of cherry-picking isolated snippets.
• Produce the deliverable with assumptions, risks, and follow-up work made explicit when they matter.

Quality Standards

• Keep outputs execution-oriented, concise, and aligned with the repository's baseline engineering standards.
• Preserve compatibility with existing project conventions unless the skill explicitly requires a stronger standard.
• Prefer deterministic, reviewable steps over vague advice or tool-specific magic.

Anti-Patterns

• Treating examples as copy-paste truth without checking fit, constraints, or failure modes.
• Loading every reference file by default instead of using progressive disclosure.

Outputs

• A concrete result that fits the task: implementation guidance, review findings, architecture decisions, templates, or generated artifacts.
• Clear assumptions, tradeoffs, or unresolved gaps when the task cannot be completed from available context alone.
• References used, companion skills, or follow-up actions when they materially improve execution.

Evidence Produced

Category	Artifact	Format	Example
Release evidence	Sales organisation design document	Markdown doc covering motions, role mix (SDR/BDR/AE/CSM/SE), pipeline stages, and lead-source allocation	docs/business/sales-org-design.md

References

• Use the references/ directory for deep detail after reading the core workflow below.

Design a sales organisation that matches your product motion, customer segment, and deal size. This skill is the "how we sell" counterpart to saas-business-metrics, subscription-billing, software-pricing-strategy.

When this skill applies

• Founder-led sales has worked; it's time for the first hires.
• Scaling from $1M to $10M ARR and the sales team is breaking.
• Launching into a new segment (SMB → mid-market, or mid-market → enterprise).
• Designing sales ops foundations: CRM hygiene, forecasting, pipeline reviews, QBRs.
• Replacing a broken commission plan.
• Hiring SDRs, AEs, CSMs, or SEs and getting the roles right.

Pick the sales motion before hiring anyone

Deal size < $500 ARR, high volume, instant value           -> Self-service (product-led growth)
Deal size $1k-$10k ARR, low touch                          -> SMB transactional (inside sales)
Deal size $10k-$100k ARR, medium touch, some evaluation    -> Mid-market (inside + SE)
Deal size $100k+ ARR, complex evaluation, procurement      -> Enterprise (field sales + SE + security review)

Rule: your motion is determined by the customer, not by preference. If buyers research and decide solo, self-service works. If buyers need help articulating value to a buying committee, enterprise is the only motion.

See references/sales-motions-picker.md.

Roles and when to specialise

SDR (Sales Development Representative) — outbound prospecting; qualifies leads; hands off to AE. BDR (Business Development Representative) — inbound-focused; qualifies marketing leads. AE (Account Executive) — owns the deal from qualified opportunity to close. CSM (Customer Success Manager) — post-sale adoption, renewal, expansion. SE (Solutions Engineer / Sales Engineer) — technical discovery, demos, custom POCs. AM (Account Manager) — named-account relationship, renewal, expansion.

When to split AE into SDR + AE:

• AEs spend >30% of time on prospecting.
• Deal cycle has distinct "qualify" and "close" phases.
• Team of 3+ AEs and growing.

When to add SE:

• Deals need custom demos or POCs.
• Win rate drops after technical stage.
• AEs cannot articulate the product deeply enough on technical probes.

When to add CSM:

• Net revenue retention is flat or declining.
• You have 50+ customers and adoption is inconsistent.
• Renewals are missed through neglect, not dissatisfaction.

See references/roles-specialisation.md.

Pipeline stages that stand up to scrutiny

Every stage has an exit criterion. No exit criterion = not a stage.

0. Lead               — identified contact with fit signal
1. Qualified          — BANT / MEDDIC / SPICED criteria met; discovery call scheduled
2. Discovery          — pain identified, quantified impact, buying process mapped
3. Evaluation         — demo / POC / trial in progress; champion identified
4. Proposal           — pricing + terms delivered; procurement engaged
5. Negotiation        — contract red-lines; legal review
6. Closed Won / Lost  — booked

Discipline: a stage can only move forward when the exit criterion is provable (email, calendar invite, signed MSA). "I feel they're close" is not a criterion.

See references/pipeline-stages.md.

Lead-to-cash

Marketing / SDR produces lead
  -> Qualified (MQL -> SQL) — agreed definition with sales
    -> Opportunity (AE owns) — stages 2 to 6
      -> Closed Won -> Order booked -> Onboarding starts
        -> Customer Success adoption + expansion
          -> Renewal + upsell

The handoffs are where deals die. Document exactly who owns what at each handoff and what fields in CRM must be populated.

See references/lead-to-cash.md.

Territory design

Options:

• Round-robin — simplest; fair; no vertical expertise.
• Geographic — by country / region / time zone.
• Vertical — by industry (fintech, health, logistics).
• Named-account — each AE owns a list; best for enterprise.
• Segment — by employee count or ARR band.

Rule: design for fairness and motion. Don't split territories such that one person gets all the easy accounts. Rebalance yearly.

See references/territory-design.md.

Quota + commission

Quota = annual sales target per AE. OTE = base + variable at 100% quota.

Typical structures:

• Base : variable = 50:50 for AEs (SaaS norm).
• Accelerators — earn more above 100% attainment (e.g., 1.5x or 2x rate).
• SPIFs — short incentive pushes (new product, specific segment).
• Clawbacks — commission repaid if customer churns before N months.
• Commission paid on cash collected — not just bookings, to align with collections.

Rule of thumb: quota = 5× OTE for AEs in most SaaS categories. Less and you underperform; more and top performers leave.

See references/quota-commission-design.md.

Sales ops fundamentals

CRM hygiene non-negotiables:

• Every opportunity has a close date that moves only with justification.
• Every stage has the required fields populated.
• Activity is logged in CRM, not in email or Slack.
• Weekly pipeline scrub — owners remove dead deals.
• Monthly forecast — bottom-up from AEs, reviewed by managers, committed to leadership.

Forecasting accuracy bands:

• Commit: >90% confidence, weighted average.
• Best case: >50% confidence.
• Pipeline: the rest.

If forecast is off by >15% two quarters in a row, there's a stage-definition problem, not a people problem.

See references/sales-ops-fundamentals.md and references/forecasting-accuracy.md.

Onboarding + ramp

New AE ramp = time from start to quota-carrying. Typical 3–6 months.

Onboarding curriculum (weeks 1–4):

1. Product + value — pitch, demo script, objection handling.
2. Industry + personas — who buys, why, typical pain.
3. Process + tools — CRM, stage definitions, forecasting, cadence tools.
4. Shadow + role-play — with peers + manager.
5. First calls + first demos — supervised.

Rule: protect ramp. Don't throw accounts at an unfinished AE; outcomes hurt the AE, the customer, and the brand.

See references/onboarding-ramp.md.

Hiring rubrics

Per role, define:

• Success profile — the 3–5 behaviours the top 25% demonstrate.
• Disqualifiers — signals that mean no, regardless of rapport.
• Interview loop — who evaluates what (recruiter screen, manager, peer, role-play, cross-functional).
• Role-play — always. Close one discovery call with the candidate as the AE.
• Reference calls — on-list + back-channel.

See references/hiring-rubrics.md.

Anti-patterns

• Hiring AEs before product-market fit — they can't close what the market doesn't want.
• Hiring one AE and expecting them to figure it out alone. Hire two or wait.
• Splitting SDR from AE before you have 3+ AEs — too much overhead for a small team.
• Commission plans that reward non-retaining deals (no clawback on churn).
• Stage definitions that allow subjective advancement.
• Forecasting by gut instead of stage-weighted methodology.
• Quotas that no one hits (demotivating) or everyone hits (too low).
• Not firing reps clearly below quota after 2–3 quarters with coaching — unfair to team and customers.

Read next

• saas-business-metrics — the metrics the sales org drives (MRR, CAC, payback, NRR).
• subscription-billing — the billing side of the quote-to-cash flow.
• software-pricing-strategy — what you sell at what price.
• product-strategy-vision — product direction that the sales org communicates.
• competitive-analysis-pm — win/loss analysis inputs.

References

• references/sales-motions-picker.md
• references/roles-specialisation.md
• references/pipeline-stages.md
• references/lead-to-cash.md
• references/territory-design.md
• references/quota-commission-design.md
• references/sales-ops-fundamentals.md
• references/forecasting-accuracy.md
• references/onboarding-ramp.md
• references/hiring-rubrics.md