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Dimitar Stanimiroff on the efficiency of an agile sales team

Patrick Campbell Aug 30 2022

I’m going to be a perfect parent. I'm calling my shot right now.

I mean I already know what it's like to run a business. Sure, I get an LLC lacks a certain consciousness and a baby is, well… alive. But, both of these require nurturing, right? And both require balance — too little nurturing and they suffer neglect, too much nurturing and they become overly dependent. There isn’t a one-size-fit all solution when it comes to running a business or raising a kid, so I should be great, right?

All jokes aside, in B2B SaaS, you need a strategy that can adjust to make sure everything is running smoothly. With sales in particular, there are different schools of thought on the best way to go about it. In this episode we’ll discuss the agile sales method with one of my really, really good friends, Dimitar Stanimiroff.

Dimitar is one of the best dressed people in B2B SaaS. He's also one of the most helpful people in B2B SaaS and that's why I love hanging out and talking with him. I sat down a few years ago who at the time was CEO at Heresy. He was gracious enough to share the wisdom he’s learned growing a business and nurturing it through sales. All that and more in this episode.

Listen now 🎧









In any sales organisation, it is the people that matter. After all, people buy from people."


-Dimitar Stanimiroff


Key term:

Agile sales method

Agile sales, as Dimitar explains, is "kind of leveraging what engineers have been very good at, which is working together as a single unit to hit a common goal." Unlike traditional sales, which is very quota driven and individualistic, agile sales is more collective and team driven.

It applies project management strategies like sprints, stand-ups, and iteration to the sales process so that, not only do you work as a team toward a common goal, but you also support and help your team members get better. In the end this translates to efficient, high-value client experiences and higher revenue.


What to do today: 
  • Follow Dimitar Stanimiroff.
  • Schedule a time to meet with your sales team to evaluate its structure and efficiency.

What to do next:

Build an agile sales team. 

Chances are if you're selling something, you need a sales team. However, without a solid structure, process, and support system in place, you're setting your sales people up to fail.

As Dimitar states, "People buy from people." So, it's important to set up a process that goes beyond just a quota to hit. You want to build a team with a common goal and one that supports and builds each other up to be better. 

To help you build your own agile sales team, we've included the three roles Dimitar explains you must have, and the goal of each one — directly from the Anatomy of an Agile Sales Team: The Three Must-have Roles.


  1. Team member
  2. Team leader
  3. Sales manager

The team member is the player

Goal: The goal of the Team Member is to sell. They are the people tasked with closing deals, bringing in revenue, and building relationships with prospects and customers.

Number per team: 5-8. You want to keep teams small to aid support and collaboration.

What they do: Sell, and learn to sell better.

Everything else in your sales organization—the processes and the structures, the leaders and the managers—is geared towards them achieving this goal.

The sales team lead is the captain

Goal: The goal of the Sales Team Lead is cadence. They are the engine room of the team, driving them through the month and keeping everyone focused on where the burn-down chart ends.

Number per team: 1

What they do: Stand as a model for the rest of the sales team and drive the team forward each month.

The sales manager is the coach

Goal: The goal of the Sales Manager is growth. They want to grow the business by growing people.

Number per team: 1 per 2-3 teams.

What they do: Teach people to be better.

The Sales Manager is the person directly accountable for the revenue of the team. They increase this revenue purely through their influence on the team rather than directly contributing to closing deals themselves. They are not a player/coach—they are just a coach.

Read Dimitar's complete article: Anatomy of an Agile Sales Team: The Three Must-have Roles


What to do within the next year:

Implement your new agile sales team structure and process. Be sure to establish transparency and accountability, so that all team members are aligned and work toward the same goal/s throughout the entire sprint.

As with anything, you want to continuously evaluate the output and make modifications where necessary.


Who should own this? 

Your agile sales team as a whole.


Who's up next week?

Next week, Julie Hogan talks to us about the framework of customer experience and success.

Do us a favor?

Part of the way we measure success is by seeing if our content is shareable. If you got value from this episode and write up, we'd appreciate a share on Twitter or LinkedIn.


This is a Paddle Recur production—the first media network dedicated entirely to the SaaS and subscription space.



By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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