As we approach the start of a new year, it’s the perfect time for sales leaders to take a step back and realign their teams with organizational objectives. One of the most impactful ways to do this is by updating job descriptions to focus on results, not just activities.
Having led and optimized sales teams for over three decades, I’ve learned that job descriptions are far more than HR documents—they’re foundational tools that define expectations, align team efforts with business goals, and drive meaningful results.
The Problem: Activity-Focused Job Descriptions
Many job descriptions fall into the trap of listing daily tasks without articulating the desired outcomes. For instance:
Activity-Focused: “Make 50 calls per day to prospective clients.”
Results-Oriented: “Generate $500,000 in new business annually by building a pipeline, nurturing leads, and closing deals.”
While activities like making calls or attending meetings are important, they’re merely the how. What truly matters is the what—the results and contributions that move the business forward. This shift in focus attracts high-performing individuals who are motivated to deliver tangible outcomes rather than just check boxes.
Benefits of Results-Oriented Job Descriptions
Attracting the Right Talent A results-oriented job description helps attract candidates who are motivated by achievement and accountability. For example:
A description focused on “driving 20% year-over-year growth in a defined territory” will attract candidates who are strategic thinkers, strong relationship builders, and results-driven performers.
Clarifying Expectations for the Current Team Updated job descriptions provide clarity to your team, helping them understand exactly what success looks like. When employees know the key results expected of them, they’re better equipped to prioritize their efforts and align with company goals.
Ensuring Fair Compensation Clear, current job descriptions enable HR to evaluate roles properly, assigning appropriate compensation ranges based on the responsibilities and expected outcomes. For example:
If a sales role expands to include a larger territory or higher revenue targets, this should be reflected in the job description. HR can then re-grade the position, ensuring compensation remains competitive and aligned with market standards.
Defining Key Metrics and KPIs Results-oriented descriptions naturally lead to the identification of key metrics and KPIs that measure progress. These might include:
Revenue Growth: Achieving $1 million in new sales per quarter.
Pipeline Development: Adding 50 qualified leads per month.
Client Retention: Maintaining a 90% renewal rate on existing contracts.
With these metrics in place, team meetings and 1:1 coaching sessions can focus on progress, challenges, and course corrections to ensure deliverables stay on track.
Scenarios and Potential Outcomes
Scenario 1: Expanding Responsibilities A top-performing sales manager has demonstrated the ability to manage additional accounts. By revising their job description to reflect this expanded focus, the company can justify a role regrading and adjust their compensation to align with the added responsibilities. This not only rewards the manager’s performance but also ensures they remain motivated and committed.
Scenario 2: Narrowing Focus for Impact A sales team member’s original description includes responsibilities for new business development and account management. However, data shows they excel in new business but struggle with account retention. By narrowing their job description to focus exclusively on new business development, you set them up for success while allowing account management to be handled by someone with complementary skills.
Scenario 3: Driving Accountability Through KPIs A newly hired sales rep has clear deliverables outlined in their job description, such as “Achieve a 25% increase in product sales within the assigned region by Q3.” These expectations are reinforced with KPIs tracked weekly in team meetings. By reviewing their progress in 1:1 sessions, you can identify areas where they need support, ensuring they remain on track to meet their targets.
A Continuous Feedback Loop
When results-oriented job descriptions are paired with regular tracking of metrics and KPIs, they create a feedback loop that benefits both managers and team members:
For Team Meetings: Use KPIs to highlight wins, address challenges, and discuss strategies for improvement. For example, if lead-to-close ratios are below expectations, the team can brainstorm ways to refine outreach or proposal processes.
For 1:1 Coaching Sessions: Focus on individual contributions, provide targeted feedback, and celebrate successes. A structured discussion around KPIs helps maintain alignment and keeps employees motivated.
The Strategic Advantage
This process isn’t just about fine-tuning roles; it’s about driving alignment and execution. When every team member understands their responsibilities, deliverables, and KPIs, the entire sales organization operates more efficiently. The benefits ripple outward:
Improved Team Morale: Employees feel supported and fairly compensated for their work.
Stronger Performance: Clear expectations lead to better focus and higher productivity.
Enhanced Organizational Agility: As business needs evolve, updated job descriptions provide a framework for adapting roles and expectations quickly.
Partnering for Success
At Tidewater Solutions Group, LLC, we’re experts at helping businesses optimize their sales teams and processes. From crafting precise, results-oriented job descriptions to identifying KPIs and supporting your hiring efforts, we’re here to help you build a high-performing team that delivers measurable growth.
By resetting expectations now, you’re laying the foundation for a more focused and successful year ahead. Contact us today for a complimentary consultation and take the first step toward building a team that not only meets but exceeds your revenue goals.
Shawn Dunahue
Fractional VP of Sales & CRO
Tidewater Solutions Group, LLC
941-320-2131
Simplifying the process. Amplifying results.
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