Opportunity Teams in Salesforce: 2024 Guide

Key Components of Opportunity Teams in Salesforce

Opportunity Teams specifically target the sales process, providing a structured way to assign roles and track contributions of various team members towards closing a sales deal.

Here's a detailed look at how Opportunity Teams function within Salesforce:

1. Collaboration on Sales Deals

Opportunity Teams enable sales reps to work together on the same opportunity (a potential sales deal). This is especially useful for complex sales processes that require input from a group of individuals with different expertise or roles within the organization.

To enable collaboration on sales deals using Opportunity Teams, follow these steps:

  • Navigate to an Opportunity: From the Sales or Opportunities tab, select the opportunity you want to collaborate on.
  • Add Team Members: Within the Opportunity view, look for the "Opportunity Team" related list or section. Click on "Add" or "Edit Team" to start adding members.
  • Enter Team Member Details: For each team member, you can specify their role within the deal, such as Account Manager or Product Specialist. You can also set the level of access they have to the opportunity (e.g., Read/Write).

2. Role Assignment

Within an Opportunity Team, each team member can be assigned specific roles, such as Sales Engineer, Product Specialist, or Account Manager. These roles help clarify each member of the account team's responsibilities and contributions to the opportunity.

Assigning roles within an Opportunity Team helps clarify responsibilities:

  • Define Custom Roles: Go to Setup > Customize > Opportunities > Opportunity Teams > Opportunity Team Roles. Here, you can define roles specific to your sales process.
  • Assign Roles: When adding a team member to an Opportunity Team, select the appropriate role from the dropdown list. This role determines their responsibilities and expectations within the opportunity.

3. Opportunity Tracking and Visibility

By adding team members to an Opportunity Team, sales leaders and team members can gain visibility into who is involved in each deal, what role they play, and how the opportunity is progressing. This enhances communication and coordination among team members.

To enhance tracking and visibility:

  • View Opportunity Team: On the Opportunity record, the Opportunity Team related list shows all team members, their roles, and their access levels.
  • Use Reports: Create custom reports with filters for Opportunity Teams to track participation, role effectiveness, and deal progress.

4. Permission and Access Control

Salesforce allows for detailed access control settings for Opportunity Teams. Team members can be given different levels of access to the opportunity records, such as read-only, read/write, or full access. This ensures that sensitive information is protected and only accessible by authorized personnel.

Setting up proper access control involves:

  • Assign Access Levels: When adding or editing team members on an Opportunity Team, specify their access level to the opportunity (e.g., Read Only, Read/Write).
  • Use Sharing Rules: If more granular access control is needed, consider using sharing rules or manual sharing to give additional access to certain team members.

5. Reporting and Analytics

With Opportunity Teams, managers and team members can generate reports and analyze data specific to their sales efforts. This can include tracking the performance of individual team members, understanding which roles contribute most to closing deals, and identifying areas for improvement in the sales process.

To leverage reporting and analytics for Opportunity Teams:

  • Custom Reports: Go to the Reports tab and create new reports using the "Opportunities with Opportunity Team Members" report type. Customize this report to analyze data such as team member performance, role impact on deal closure, and overall team effectiveness.
  • Dashboards: Create dashboards to visualize the performance of Opportunity Teams, including metrics like average deal size, win rate by team composition, and time to close.

6. Customization and Automation

Salesforce provides customization options for Opportunity Teams, including the ability to create custom roles and automate the addition of team members based on specific criteria. This flexibility allows organizations to tailor the feature of default opportunity team to their unique sales processes and needs.

  • Custom Roles and Fields: Customize Opportunity Team roles and add custom fields to track additional information relevant to your team's process.
  • Process Builder or Flow: Use Salesforce's Process Builder or Flow to automate the addition of team members based on criteria such as opportunity size, type, or territory. Navigate to Setup > Process Automation > Process Builder or Flow to create these automations.
  • Example Automation: Create a flow that automatically adds a product specialist to all opportunities over a certain value or within a specific industry sector.

Remember, these steps are based on a generic Salesforce setup and might need adjustments based on your specific Salesforce configuration, customizations, or updates to the Salesforce platform. Always test any changes in a sandbox environment before applying them to your production org.

Opportunity Teams are part of Salesforce's broader suite of collaboration tools, which also includes features like Chatter, Salesforce Anywhere, and Quip. These tools collectively enhance teamwork, communication, and productivity across sales, service, and marketing teams.

Salesforce Opportunity Teams vs. Account Teams

Salesforce Opportunity Teams and Account Teams serve different purposes within the Salesforce ecosystem, catering to collaborative needs at different stages of the customer lifecycle. Here's a detailed comparison, including the pros and cons of each, to understand why certain organizations might prefer one over the other.

Salesforce Opportunity Teams

Purpose: Opportunity Teams are designed to facilitate collaboration on specific sales deals (opportunities). They enable multiple users to work together to close a sales opportunity, with each member possibly playing a different role in the sales process.


  • Focused Collaboration: Directly focuses team effort on closing individual sales opportunities, making it easier to track contributions and roles in the context of specific deals.
  • Role Specificity: Allows for the assignment of specific roles to team members, clarifying responsibilities and expertise areas needed for the opportunity.
  • Dynamic Team Composition: Teams can be tailored for each opportunity, allowing for flexibility in team structure based on the deal's requirements.


  • Limited Scope: Only applicable to individual sales opportunities, not suitable for managing broader, account-level relationships or engagements.
  • Management Overhead: Each opportunity requires manual setup of the team, which can be time-consuming for organizations with a high volume of opportunities.

Salesforce Account Teams

Purpose: Account Teams are designed to manage and foster relationships at the account level, involving multiple stakeholders across various functions to support the account comprehensively.


  • Broad Collaboration: Facilitates a holistic approach to managing customer accounts, supporting long-term relationships beyond individual sales deals.
  • Stability in Team Composition: Teams are generally stable, providing consistency in account management and fostering stronger relationships with the customer.
  • Cross-Functional Engagement: Encourages collaboration across different departments (sales, service, marketing) to meet the account's diverse needs.


  • Less Flexibility: The more permanent structure might not always align with the dynamic needs of specific sales opportunities or projects within the account.
  • Potential for Overlooked Opportunities: The broader focus might lead to missed opportunities for targeted, opportunity-specific strategies and interventions.

Choosing Between Opportunity Teams and Account Teams

Why Choose Opportunity Teams:

  • Project-Specific Needs: Ideal for organizations that focus on complex, high-value deals requiring specialized collaboration and expertise.
  • Dynamic Sales Environments: Suitable for businesses where sales teams need to be quickly assembled and disassembled based on the unique needs of each opportunity.

Why Choose Account Teams:

  • Long-Term Relationship Management: Best for organizations emphasizing long-term customer relationships and account-level engagement.
  • Comprehensive Account Support: Useful when multiple departments need to be involved in servicing, supporting, and expanding business within an account.

Using Both:

Many organizations benefit from using both Opportunity Teams and Account Teams to leverage the strengths of each approach. By doing so, they can maintain stable, long-term relationships at the account level while also deploying specialized, agile teams to close individual sales opportunities effectively.

Ultimately, the choice between Opportunity Teams and Account Teams depends on the organization's sales strategy, the nature of its products or services, and its customer engagement model. 

Organizations might lean towards Opportunity Teams for targeted, deal-specific collaboration or Account Teams for holistic, account-wide relationship management—or use a combination of both to optimize their sales and customer relationship efforts.

A Better Alternative to Cross-Team Collaboration

One person, team, or department can’t manage a prospect or client throughout the entirety of their experience with a company so collaboration across teams is absolutely critical for consistently closing new revenue and then retaining that revenue with an attentive and seamless customer journey. 

While opportunity teams in Salesforce are a great way to do this, many sales and customer success teams struggle to use the complex CRM in their day-to-day activities and resort to disconnected note-taking apps, spreadsheets, Slack messages, and other solutions that don’t automatically update Salesforce with customer information. 

This means that Salesforce isn’t the single source of truth as it is meant to be and the customer journey, and thus revenue, is negatively affected.

Fortunately, Scratchpad is the perfect Google Chrome extension for sales and customer facing teams to collaborate better, work faster, and provide leaders and other teams with more visibility into deal and customer information.

Here are a few key products that Scratchpad provides:

  • Automations notify leaders and sales reps whenever there are missing required fields in Salesforce for certain deals and Deal Rooms in Slack can be automatically created to ensure proactive and transparent collaboration on deals with the right members of different teams. You can even update Salesforce right from those Deal Rooms in Slack.
  • AI Sales Assistant records calls and provides transcripts, AI-generated call summaries, shareable clips, and even auto-populated Salesforce fields for methodologies like MEDDIC.
  • Command gives reps and managers the ability to pull up or add any data in Salesforce from anywhere on the web without even opening a new tab.
  • The creation of easily accessible workflow tiles for quick reference to critical data.

This is just the tip of the iceberg with Scratchpad so try it out for free or schedule a conversation to learn more and see if it’s a good fit for your organization before setting up opportunity teams in Salesforce.

FAQs about Opportunity Teams in Salesforce

While we touch upon some of these frequently asked questions above, here’s a deeper dive into some of those answers:

1. Can I restrict the visibility of certain opportunities to specific Opportunity Team members?

Yes, by setting the appropriate access levels when adding team members, you can control who sees what within the team, safeguarding sensitive and private information.

2. What are the best practices for using Opportunity Teams?

Best practices include clearly defining roles and responsibilities for team members, using automation to streamline team assembly, and regularly reviewing team performance through Salesforce reports and dashboards.

3. Is it possible to report on Opportunity Team performance?

Yes, Salesforce allows the user creation of custom reports that can include Opportunity Team data. You can track metrics such as the impact of specific team members or roles on opportunity closure rates.

4. Can Opportunity Team members have different access levels to the opportunity?

Absolutely. When adding a team member to an Opportunity Team, you can specify their access level to that opportunity team settings, ranging from read-only to full access, ensuring data security and integrity.

5. Can I automate the addition of team members to an Opportunity Team?

Yes, you can use Salesforce's automation tools, such as Process Builder or Flow, to automate the addition of team members based on specific criteria like opportunity size, type, or region.


Opportunity Teams in Salesforce streamline collaboration on sales deals, offering clear roles and enhanced efficiency. However, Scratchpad serves as an excellent alternative for those seeking simpler, more integrated collaboration tools. 

It offers an intuitive interface that complements Salesforce, enabling real-time pipeline management and task tracking. Whether through Salesforce's built-in features or with Scratchpad, the focus is on fostering seamless team collaboration to drive sales success.