My sales team: 18 roles and how to build yours
One human, one master agent and 18 roles for go-to-market, sales and content. The role list, the order to build it in, and a role sheet you can copy.
My sales team has 18 roles. None of them besides me is a human. This page shows how the team is built, what each role does, and in which order you can build yours.
One thing up front so expectations are right: this describes our setup. It is not a promise of results. We do not quote a meeting count because it depends on your market, your offer and your data. Anyone who sells you an agent team with guaranteed results is selling a number they do not know.
1. Who leads whom
The setup has four levels. If you copy it, start at the top.
- Me (human). I give the orders, approve, and take the conversations.
- Master agent. It takes my order and distributes it.
- Go-to-market agent. It leads two areas: Sales and Content. Both have one goal: conversations with the right people.
- Sub-agents. Each area has its own roles. Sales covers outreach, replies, meetings, offers, follow-ups and CRM upkeep. Content covers ideas, LinkedIn posts, website articles, graphics and video.
Lead magnets belong to both areas. The same template a post gives away is used in outreach. That is why it sits in the middle and not under one of them.
Everything is measured. Results flow back up: what works becomes a rule, what does not is stopped. That return path is not an add-on. It is the reason the team gets better week by week.
2. The 18 roles
The same roles, seen from a second direction: not by department but by the path a contact takes through the team. The order is also the order to build in.
Stage 1: Find
| Role | Job |
|---|---|
| The Scout | finds companies that are hiring salespeople right now |
| The Post Reader | remembers who reacts to my posts |
| The Watcher | tells me when a contact stirs |
Stage 2: Check
| Role | Job |
|---|---|
| The Doorman | lets only decision makers through |
| The Researcher | looks up size, industry and occasion |
| The Pre-Qualifier | says: fits or does not fit |
| The Matcher | checks: already a customer? |
Stage 3: Reach out
| Role | Job |
|---|---|
| The Reply Writer | drafts every reply |
| The Comment Replier | answers under my posts |
| The Inbox Keeper | checks deliverability every morning |
| The Tester | sends test emails |
Stage 4: Meeting
| Role | Job |
|---|---|
| The Booker | turns “sounds good” into a meeting |
| The Concierge | prepares every meeting |
| The Briefing Writer | writes one page before every first call |
| The Follow-Upper | reminds after the offer |
Stage 5: Learn
| Role | Job |
|---|---|
| The Analyst | tells me on Mondays what worked |
| The Morning Reporter | reports open replies |
| The Assistant | answers questions about the pipeline |
Several of these roles only write drafts that I approve. That is deliberate, not a stopgap.
3. The role sheet to copy
Every role gets a sheet with the same six fields. Copy it for each role you create. If you cannot fill in a field, you have not understood the role yet.
# Role: <name, a job everyone understands>
**Job (one sentence):** <what this role does>
**Receives:** <what it needs as input>
**Delivers:** <what comes out at the end>
**Never:** <the limit, for example "never sends without approval">
**How I call it:** <how you address it or when it runs>
**How I know it works:** <one metric, baseline, review date>The last field matters most. A role without a metric is busywork, not a contribution.
4. The order to build in
- Left to right. Start with Find and Check, then Reach out, then Meeting, and Learn last. Whoever starts with Reach out builds a machine that quickly writes to the wrong people.
- One role per stage. Five roles are enough for a first run. Add more when a stage becomes the bottleneck.
- Do not skip the human. Let every role that writes to the outside deliver drafts first. The draft lands with you, not with the recipient.
5. The rule that holds it together
The human decides, approves and takes the conversations. The agents prepare. They do not replace the conversation, they make sure you walk into it prepared.
And a second one that comes from measuring: Nothing is built or changed without first deciding which number should move and when you will look. Then judge honestly. If it works, it becomes a rule. If it does not, it is stopped. If the sample is too small, extend it and claim nothing.
Where to start today
- Write down the five roles you need first, one per stage, and create a role sheet for each.
- Decide which number the first role should move, and set a review date.
- Decide what a human always approves before anything goes out.
Next step
GTM Goat runs exactly what you just read.