1.1 Sales Team Roles & Responsibilities
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1.1 Organizational Chart
Sales team structure for BookMechanic.uk:
- Sales Manager / Team Lead
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- Owns strategy, targets, and overall performance.
- Manages SDRs, Account Executive, and Lead Generation Assistant.
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- Sales Development Representative (SDR) / Cold Caller
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- Makes outbound calls, qualifies garages and mechanics, and books meetings.
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- Account Executive (AE) / Closer
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- Runs demo calls, handles objections, and closes mechanics into paid positions.
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- Lead Generation Assistant
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- Builds and cleans prospect lists and keeps the CRM up-to date
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1.1.2 Sales Manager / Team Lead
| Role Details | Information |
| Reports To | Founder / Business Owner |
| Salary | £30,000*–45,000/year |
| Commission | Team-based bonus (not per-deal) |
| Key Focus Areas | Strategy, Hiring, Coaching, Reporting |
| Daily Routine | – 09:00 – Review metrics & call data
– 09:30 – Listen to recorded calls (2–3) – 10:00 – Update scripts/approach – 11:00 – 1:1 with underperformer – 14:00 – Prep high-value calls – 16:00 – Review lead quality – 17:00 – Daily update to owner |
| Weekly
KPIs |
– Mechanics signed (target: 20–30/month)
– Total revenue impact – Team call volume & conversion – SDR performance variance |
| Top Skills Needed | Leadership, sales coaching, problem-solving, communication |
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1.1.3 Sales Development Representative (SDR) / Cold Caller
| Role Details | Information |
| Reports To | Sales Manager / Team Lead |
| Salary | £12,000*–£30,000/year |
| Commission | Individual performance bonus per booked meeting |
| Key Focus Areas | Prospecting, Qualification, Pipeline Generation, Data Entry |
| Daily Routine | – Morning – Review lead list; first block of new calls
– Midday – Update CRM; send SMS/email follow‑ups – Afternoon – Second block of new calls; follow‑ups to warm leads – End of Day – Final CRM update; short activity report |
| Weekly
KPIs |
– 60–80 dials/day
– 15–25 contacts reached/day – 5–10 qualified leads/day – 2–4 meetings booked/day |
| Top Skills Needed | Resilience, communication, active listening, time management, basic CRM proficiency |
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1.1.4 Account Executive (AE) / Closer
| Role Details | Information |
| Reports To | Sales Manager / Team Lead |
| Salary | £10,000*–£35,000/year + Commission |
| Commission | Individual commission per mechanic signed |
| Key Focus Areas | Discovery, Demonstrations, Negotiation, Closing, Onboarding Handoff |
| Daily Routine | – Prepare for scheduled demos by reviewing notes from SDR
– Hold 3–4 demo or follow‑up calls – Send proposals/contracts and chase outstanding decisions – Maintain pipeline in the CRM and forecast likely closes |
| Weekly
KPIs |
– Demos held per week
– Demo‑to‑close conversion rate – Mechanics signed per month – Early churn (cancellations in first 30 days) |
| Top Skills Needed | Negotiation, presentation, objection handling, relationship building, persistence |
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1.1.5 Lead Generation Assistant
| Role Details | Information |
| Reports To | Sales Manager / Team Lead |
| Salary | £10,000*–£26,000/year |
| Commission | Performance-based bonus for hitting lead volume and quality targets |
| Key Focus Areas | Research, Data Mining, Data Verification, List Management, Reporting |
| Daily Routine | – Monday: Build new lead lists for 2-3 priority cities
– Tuesday–Thursday: Verify phone numbers and clean old data – Friday: Hand over cleaned lists and a short lead‑generation report |
| Weekly KPIs | – 200+ new valid prospects/week
– Low bounce or wrong‑number rate – Zero duplicate records in the live calling list |
| Top Skills Needed | Attention to detail, research skills, internet proficiency, organization, basic Excel/Sheets |
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1.1.6 Staffing Recommendations by Phase
- Phase 1 – Months 1–2 (Pilot)
- 1 Sales Manager / Team Lead (you).
- 1 SDR / Cold Caller (full‑time).
- 1 Lead Generation Assistant (part‑time, ~10 hrs/week).
- Expected output: 30–50 new mechanics signed per month.
- Phase 2 – Month 3 onwards (Scale)
- 1 Sales Manager / Team Lead.
- 2 SDRs / Cold Callers.
- 1 Account Executive / Closer.
- 1 Lead Generation Assistant (full‑time).
- Expected output: 80–150 new mechanics signed per month.
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Sales & Operations Activities
| Activity | Sales Manager / Team Lead | SDR / Cold Caller | Account Executive / Closer | Lead Generation Assistant |
| Sales Strategy & Planning | A | I | C | I |
| KPI Definition & Tracking | A | R | R | I |
| Sales Reporting & Forecasting | A | R | R | I |
| Team Coaching & Performance Reviews | A | I | I | I |
Lead Generation & Prospecting
| Activity | Sales Manager / Team Lead | SDR / Cold Caller | Account Executive / Closer | Lead Generation Assistant |
| Lead List Building | I | C | I | R |
| Contact Validation & Data Enrichment | I | C | I | R |
| Lead Scoring & Prioritization | A | R | C | R |
| CRM/Data Management | A | R | R | R |
Outbound & Qualification
| Activity | Sales Manager / Team Lead | SDR / Cold Caller | Account Executive / Closer | Lead Generation Assistant |
| Cold Calling / Outbound Outreach | I | R | I | I |
| Lead Qualification | C | R | C | I |
| Meeting / Demo Booking | I | R | C | I |
Demos, Closing And Post-Sale
| Activity | Sales Manager / Team Lead | SDR / Cold Caller | Account Executive / Closer | Lead Generation Assistant |
| Discovery & Demo Calls | I | I | R | I |
| Objection Handling & Negotiation | C | I | R | I |
| Deal Closing | I | I | A / R | I |
| Post-Sale Handoff & Client Support | A | I | R | I |
Governance & Alignment
| Activity | Sales Manager / Team Lead | SDR / Cold Caller | Account Executive / Closer | Lead Generation Assistant |
| Process Optimization | A | C | C | C |
| Cross-Team Alignment | A | I | I | I |
| Tooling & CRM Standards | A | R | R | R |
| Aspect | Sales Manager / Team Lead | SDR / Cold Caller | Account Executive / Closer | Lead Generation Assistant |
| Primary Function | Lead, manage, coach, and scale the sales team; define process; remove blockers; drive strategic alignment. | Prospect, qualify, initiate contact, and book qualified meetings/demos for AEs. | Execute full sales cycle: run demos, handle objections, negotiate terms, and close deals. | Build, clean, enrich, validate, and segment prospect contact data for the outbound engine. |
| Core Objective | Hit and exceed team revenue targets through people management, process optimization, and accurate forecasting. | Generate a consistent, predictable flow of Sales-Qualified Leads (SQLs) and booked meetings. | Convert qualified opportunities into closed-won revenue, maximizing deal size and velocity. | Ensure the sales team operates with high-quality, accurate, and actionable prospect data. |
| Role Essence | Coach & Strategist. The conductor of the orchestra, responsible for tempo, harmony, and performance. | Hunter & Qualifier. The scout who finds and engages potential targets, determining if they’re worth the closer’s time. | Consultant & Negotiator. The specialist who diagnoses pain, presents solutions, and secures commitment. | Researcher & Data Architect. The foundation layer that ensures the sales machine is built on solid, verified information. |
| Ownership Scope | Full Team & Funnel Ownership. Responsible for the performance, morale, and output of their entire pod/team. | Top-of-Funnel (TOFU) Activity & Pipeline Genesis. Owns the initial creation of pipeline through outbound activity. | Mid-Funnel → Closed-Won. Owns the opportunity from meeting acceptance through negotiation to signature. | Pre-Funnel Data Integrity. Owns the quality, accuracy, and readiness of the prospecting database. |
| Day-in-the-Life (Key Tasks) | Morning team huddle, 1:1 coaching, pipeline reviews with AEs, forecast analysis, inter-departmental meetings (with marketing/product), rep-level call/email feedback, strategy planning. | List building for target accounts, crafting personalized outreach sequences, executing high-volume calls/emails/LinkedIn touches, logging activities in CRM, qualifying inbound leads, scheduling meetings for AEs. | Preparing for and conducting discovery calls & product demos, building business cases & proposals, navigating legal/procurement, negotiating contracts, closing paperwork, handoff to customer success. | Web scraping & data extraction, verifying contact details (email/phone), enriching profiles with firmographics/technographics, de-duplicating and cleaning CRM lists, building segmented lists for campaigns. |
| Key Performance Indicators (KPIs) | Team Revenue Attainment, Overall Team Close Rate, Sales Cycle Length, Customer Acquisition Cost (CAC), Team Ramp Time, Rep Attrition/Retention. | Meetings Booked, Calls/Emails/Outreach per Day, Lead Response Rate, SQL-to-Meeting Conversion Rate, Opportunity Creation Value. | Closed-Won Revenue, Individual Win Rate, Average Deal Size, Sales Cycle Velocity, Pipeline Coverage Ratio. | Data Accuracy Rate (%), Number of Verified/Usable Leads per Week, List Penetration Depth, Reduction in Bounce/Invalid Rate. |
| Success Metrics | Team consistently hits/exceeds quarterly quota; forecast accuracy >90%; low rep turnover; process improvements adopted. | Consistently books 2-4 qualified meetings per day; maintains a steady flow of opportunities for AEs. | Closes 1-2 deals per week; achieves 120%+ of quota; maintains strong pipeline health (3-4x coverage). | Delivers 200+ fully validated, enriched prospects per week; sales team reports >95% data usability. |
| Revenue Impact | Indirect but Highest Leverage. Their decisions and coaching impact the entire team’s output. | Indirect but Critical. Fuels the top of the funnel; no meetings = no pipeline = no revenue. | Direct. The role with immediate, measurable revenue attribution. | Indirect & Foundational. Poor data cripples all outbound efficiency; quality data accelerates everything. |
| Customer Interaction | Escalations & Strategic Accounts. Handles major objections, key account issues, and final-tier negotiations. Also involved in QBRs. | First Contact Only. Initial touchpoint to generate interest and qualify need/authority/budget/timeline. | Full Buying Journey. Guides the prospect from initial meeting through implementation planning. | None. Interaction is solely with data and internal systems. |
| Reporting & Accountability | Upward & Board-Level. Creates weekly forecasts, performance dashboards, quarterly business reviews, and board reports on sales performance and trends. | Activity & Output to Manager. Daily activity reports, weekly meeting counts, and lead qualification metrics. | Revenue & Pipeline to Manager. Weekly pipeline reviews, deal stage updates, and revenue projection reports. | Operational Delivery to Manager/Ops. Weekly data delivery reports, accuracy audits, and project completion updates. |
| Key Tools | CRM Analytics & Dashboards (e.g., Salesforce, HubSpot), Forecasting Software, Gong/Chorus for call coaching, Presentation Tools. | Auto-Dialer (e.g., Orum, Kixie), Email Sequencing (e.g., Outreach, SalesLoft), LinkedIn Sales Navigator, CRM. | Video Conferencing (e.g., Zoom, Demostack), CPQ & Proposal Tools, E-Signature (e.g., DocuSign), CRM, Contract Management. | Data Scraping Tools (e.g., Apollo, ZoomInfo, Lusha), Spreadsheets/Sheets, CRM, Email Verification Services. |
| Critical Skills | Leadership, Coaching, Analytical Thinking, Forecasting, Strategic Planning, Cross-Functional Communication. | Resilience, Communication Speed, Active Listening, Qualification Acumen, Basic Research, Persistence. | Discovery Questioning, Executive Presence, Negotiation, Objection Handling, Business Acumen, Urgency Creation. | Extreme Attention to Detail, Research Proficiency, Data Management, Process Adherence, Basic Technical Aptitude. |
| Training Focus | Leadership development, advanced forecasting models, coaching methodologies, strategic account planning. | Cold outreach scripts, email copy, objection handling (early-stage), ideal customer profile (ICP) recognition. | Advanced discovery techniques, negotiation tactics, closing psychology, product expertise, financial deal structuring. | Data sourcing best practices, CRM hygiene standards, list segmentation logic, tool-specific training. |
| Time Horizon Focus | Quarterly & Annual. Focused on hitting quarterly targets while building a scalable team and process for long-term growth. | Daily & Weekly. Focused on hitting daily activity targets to achieve weekly meeting goals. | Weekly & Monthly. Focused on moving deals through the monthly/quarterly pipeline to hit revenue targets. | Immediate & Daily. Focused on the operational output of clean data for the next day’s campaigns. |
| Impact of Poor Performance | Catastrophic. Entire team underperforms; forecasts are inaccurate; morale plummets; revenue targets are missed. | Pipeline Starvation. Meeting flow dries up, causing AEs to become idle and revenue to decline within weeks. | Direct Revenue Loss. Opportunities are lost, deals shrink, sales cycle lengthens, quota is missed. | Massive Efficiency Drain. Sales reps waste 50%+ of their time on bad data, incorrect contacts, and unresponsive leads. |
| Replaceability / Role Stability | Low. High-impact role requiring deep institutional and market knowledge. Recruitment is costly and time-consuming. | Medium. Role has high turnover but is also a common entry point. Good SDRs are promoted, creating constant openings. | Medium-High. Critical to revenue, but experienced AEs are sought after. Strong performers have high job security. | High (as a pure executor). Task-oriented and process-driven. Can be replaced with training, but a skilled assistant adds great value. |
| Compensation (UK – Base + Variable) | Base: £35K-£55K + Bonus/Commission: £1K-£3K+/month. Heavily bonus-based on team performance. | Base: £18K-£25K + Commission: £500-£1.5K/month. Based on qualified meetings booked or pipeline generated. | Base: £28K-£45K + Commission: £2K-£10K+/month. Uncapped, directly tied to personal closed revenue. | Base: £20K-£30K (FTE) or Hourly: £12-£18/hr. Typically salaried or contract with little to no variable pay. |
| Primary Motivation Driver | Team success, strategic impact, career growth, and financial rewards tied to team achievement. | Activity-based wins (booking meetings), hitting clear daily targets, career progression to AE. | Winning deals, financial rewards (uncapped commission), recognition as a top performer. | Task completion, accuracy, and contributing to team efficiency (often less directly motivated by revenue). |
| Typical Career Growth Path | → Director of Sales → VP of Sales → Head/CRO (or specialize in Sales Enablement/Operations). | → Senior SDR → SDR Team Lead → SDR Manager or transition to → Account Executive. | → Senior AE → Key/Strategic Account Executive → Sales Manager or → Account Management. | → Sales Operations Analyst → RevOps Specialist → Operations Manager or move into → SDR role. |
| Ideal Personality Profile | Strategic, empathetic, decisive, accountable. A player-coach who can see the big picture and develop others. | Energetic, resilient, coachable, goal-oriented. Comfortable with rejection and driven by daily achievement. | Confident, consultative, persuasive, competitive. A problem-solver who enjoys persuasion and finality. | Meticulous, patient, process-driven, independent. Enjoys focused, detailed work and creating order from chaos. |