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By Liz Stone April 26, 2017

The 12 Elements of a Winning Sales Organization

An effective sales organization is at the heart of a successful company. It is the sum of many parts, all of which work together for the achievement of selling objectives such as increasing sales, maximizing profits, and expanding market share.

The sales organization provides a structured framework by specifying the organizational hierarchy, authority, roles and responsibilities of all individuals involved. It supported by other departments such as marketing, product development, finance, and human resources.  

The main function of a sales organization are:

  • Sales planning, forecasting and budgeting
  • Generating product demand
  • Market research
  • Product planning
  • Recruiting and onboarding of sales people
  • Training of sales people
  • Management of sales people
  • Handling orders
  • Collecting payments

Regardless of company size, a repeatable, predictable, and scalable foundation for the sales organization with cross-departmental alignment, streamlined communications, and formal responsibilities, is critical to ongoing success.

 12 Elements of a Winning Sales Organization

In our work with over 200 sales organizations, SRi has identified twelve universal elements of a high-performing sales organization. They are listed here in no particular order, as all of them are equally important.  

  1. Management and connection to reps: The relationship that sales management has to their team.
  2. CRM implementation: Software for tracking, managing, and reporting on business relationships, and the information and data associated with them. 
  3. Sales team enablement: The processes, practices, tools, training, and technologies the sales team needs to be productive.
  4. Sales funnel management: A clear view of the opportunities available to the sales team to aid in planning and forecasting. 
  5. Top account reviews: Management of a high-value segment of your customer base to ensure their loyalty and continued business.
  6. Win/loss reports: Post-sales interviews to understand sales wins and losses, and gain information to improve future sales strategy and process.
  7. Low turnover: Retaining staff to develop skilled employees and foster a positive company culture. 
  8. Quick ramp-up times: New hires integrate into the company culture and become productive fast.
  9. Sales process progression: A well-defined sales process that aligns with prospect buying process and clearly outlines how to sell from first contact to close. 
  10. Sales coverage model: A strategy to reach sales goals through territory mapping, segmentation, and appropriate allocation of sales resources.
  11. Sales strategy: A comprehensive plan to get prospects to purchase your product that is in alignment with overall business strategy and has long-and-short-term goals to get there.
  12. Top performers: Sales people with contribute most to company revenue, lead the charge, and are compensated accordingly.

Assess Your Own Organization

As a sales leader, you must regularly monitor your sales organization to determine areas of strength and weakness, identify hidden revenue blockers, understand industry standing, and forecast accurately. 

Read more about the 12 elements, how to incorporate them into your own business, and assess the health of your organization with our eBook: 12 Elements of a Winning Sales Organization. Download your free copy now!

Topics: Sales Management, Sales Success, Sales Strategy, Sales Leadership: C-Level & VPs


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