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The role of Sales Operations is often overlooked in smaller companies, with the slack being picked up by sales leaders on nights and weekends, but as companies grow, Sales Operations becomes vital to ongoing sales success. Below are five of the most impactful benefits that Sales Operations teams provide:
Sales Operations provides executives with data; fast, accurate, and insightful data. As teams grow and complexity increases, Sales Operations teams provide decision making support rooted in real data, reducing reliance on "trusting my gut". This team is able to spend time building and refining processes and special projects executives have on their list of initiatives. SRi uses the term "hidden revenue blockers" to describe the bottlenecks and other issues hurting your top line, and Sales Operations is uniquely situated to proactively identify and remove these blockers.
Most companies have some sort of training, but is it any good? Better than nothing, but what if it was great? Sales Operations is sometimes combined with Sales Enablement to provide new hire onboarding, ongoing product and sales training, and the tools and processes to make the system work for the employees and managers.
Most Sales VPs and CEOs are not CRM wizards, but they do need thier reports, dashboards, KPIs, and the occasional special project to support a decision. Executives don't need to learn how to code formulas and safeguard the data integrity measures needed to produce good data, they just need the data; that's where Sales Operations can help. Sales Operations is able to execute on a lot, think proactively, and deliver what executives really need from their data.
The age old dance of forecasting and quotas has become more and more metrics based in recent years, as it should be. Sales Operations provides not only the training and tools to help sales managers to more accurately forecast their sales, but to provide a counterbalance to sales optimism and sandbagging that occurs. Accurate sales forecasting needs a foundational sales operations layer to assist and challenge sales managers to dial in accuracy, as well as growth.
Boss walks into your office on November 1st and tells you your new quota for next year, you're routinely surprised (as is everybody), and need a plan to get there. That's where the sales coverage model comes in. How many bodies you need, what the KPIs are, what marketing needs to deliver, what sales and customer success need to do, what other things can you do? Sales Operations is instrumental in building these models and plotting the path to achieve quota.
