Do you have any problems between the Sales, Marketing, Engineering, Operations and other departments? I have found these disconnects creates process gaps that result in lost revenues and reduced profits. Sometimes the flow of information does not make it to the next department or the hand off between departments lacks consistency, leading to interdepartmental confusion and frustration. Oftentimes basic processes do not exist, or if they are in place, they are inefficient. The lack of organized systematic structures causes these gaps, which are a real problem. However, a company that focuses on Sales Operations cannot only greatly improve the sales processes and systems, but also sales productivity and revenues.

1. Sales Operations
Jim Sherman

2. Sales Operations
My Definition
The position that links
all functions, all processes,
all data & all people together
to drive business forward.
Sales
Operations
Marketing
Customer
Support

3. Nine FunctionsThat Drive
Sales Operations
1. Business Strategies
2. Business Processes
3. Communication
4. Customer Selection
& Retention
5. Systems,Tools &
Analytics
6. Sales Forecasting
7. Sales Compensation
& Incentives
8. Sales Force
Development &
Training
9. Partners

4. Strategy
• Corporate Strategy
• Product Strategy
• Marketing Strategy
• Sales Strategy
• Customer Service Strategy
THE ROAD MAP

5. Processes
• Sales Cycle
• Sales Management
• Customer Management

6. Communications
• Share the plan, data & other
information
• Motivate & Drive Performance
of Sales Team
• Link between Sales & other
Internal Customers
• Implements new & improved
programs & processes

7. Customer Selection
• Contact the Customer
• Different Customer Needs
• Different Contact Methods
• Customer Profile
• Retention Rate

8. Customer Retention
• Set Expectations
Early & Often
• Communicate on a
Regular Basis
• Map out the Future
of the Relationship
• Share Successes &
Ask for Feedback

9. Systems
• Sales Force Automation (SFA)
• Customer Relationship
Management (CRM)
• Enterprise Resource
Planning (ERP)
• DataWarehouse
• Mobile Solutions
• Reporting

10. AnalyticalTools
Analyze Pipeline & Historical Data
Evaluate Performance & Results
IdentifyTrends
Predictive Analysis
Cognitive Computing
Conduct Research
Portals (Sales, Customer, Suppliers, Others)

11. Sales Forecasting
• Forecasting Method (Opportunity, Account, Territory, Call)
• Forecasting Process (Coordinate & Manage)
• Pipeline Management
• Monthly, Quarterly, Annual Forecasts
• Activity & Historical Reports

12. Sales Compensation
and Incentives
• Quota Setting
• Sales Territory Alignment
• Incentive Compensation
Contests & Programs
• Performance Measures
• Annual, Quarterly,
Monthly & Weekly Reports

13. Sales Force Development
• Sales Job Descriptions
• Sales Team Assessment & Performance Reviews
• Sales ManagementTraining
• Sales Training Programs (Spin Selling or Same Side Selling)
• Systems Training (CRM, ERP, Etc)
• Sales On-Boarding
Source: BridgeGroupInc

14. Partners
Select partners that bring value to the business.
• Sales Partners
• Marketing Partners
• Supply Chain Partners
• IT Partners
• Product Development Partners

15. Where do you
need to focus?
1. Corporate Strategies
2. Business Processes
3. Communication
4. Customer Selection & Retention
5. Systems,Tools & Analytics
6. Sales Forecasting
7. Sales Compensation & Incentives
8. Sales Force Development & Training
9. Partners

16. Next Step
Sales Operations Institute | Jim Sherman | 608-295-7727