The Secrets of Sales Operations Heroes

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Presentation delivered as an interactive webinar with Selling Power on June 17th 2008.

Published in: Business, Technology

The Secrets of Sales Operations Heroes

  1. 1. Secrets of Sales Ops Heroes Gerhard Gschwandtner, Selling Power David Huang, Parature Cathy Otocka, Salary.com Carol Sullivan, LucidEra
  2. 2. Today’s Agenda <ul><li>Introduction </li></ul><ul><ul><li>Gerhard Gschwandtner, Selling Power </li></ul></ul><ul><li>David Huang </li></ul><ul><ul><li>Director, Sales Operations </li></ul></ul><ul><li>Cathy Otocka </li></ul><ul><ul><li>Director, Sales Operations and On-Demand App Delivery </li></ul></ul><ul><li>Carol Sullivan </li></ul><ul><ul><li>Director, Sales and Marketing Operations </li></ul></ul><ul><li>Panel Discussion </li></ul>Copyright © 2008 LucidEra – All rights reserved
  3. 3. Polling Question <ul><li>In my company, the role of Sales Operations reports into: </li></ul><ul><ul><li>VP of Sales </li></ul></ul><ul><ul><li>CFO / Finance </li></ul></ul><ul><ul><li>VP of Marketing </li></ul></ul><ul><ul><li>CEO </li></ul></ul><ul><ul><li>We don’t have dedicated Sales Operations </li></ul></ul><ul><ul><li>Other </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved
  4. 4. Today’s Agenda <ul><li>Introduction </li></ul><ul><ul><li>Gerhard Gschwandtner, Selling Power </li></ul></ul><ul><li>David Huang </li></ul><ul><ul><li>Director, Sales Operations </li></ul></ul><ul><li>Cathy Otocka </li></ul><ul><ul><li>Director, Sales Operations and On-Demand App Delivery </li></ul></ul><ul><li>Carol Sullivan </li></ul><ul><ul><li>Director, Sales and Marketing Operations </li></ul></ul><ul><li>Panel Discussion </li></ul>Copyright © 2008 LucidEra – All rights reserved
  5. 5. David Huang, Director of Sales Operations <ul><li>Sales Operations at Parature </li></ul><ul><ul><li>Implement process </li></ul></ul><ul><ul><li>On-boarding </li></ul></ul><ul><ul><li>Territories </li></ul></ul><ul><ul><li>Performance Reporting </li></ul></ul><ul><ul><li>Contract Approval </li></ul></ul><ul><ul><li>Manage Sales Engineering </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved On-demand customer service
  6. 6. A Day in the Life… <ul><li>Contract issues </li></ul><ul><li>Activity reporting </li></ul><ul><li>Ensuring leads & ops being followed up on </li></ul>Copyright © 2008 LucidEra – All rights reserved Sales Finance Marketing CEO <ul><li>Once approved, contracts go to finance for invoicing and revenue rec </li></ul><ul><li>Any client invoice or renewal discrepancies </li></ul><ul><li>Market analysis, ensuring leads are followed up on </li></ul><ul><li>Ensuring reps are participating in campaigns </li></ul><ul><li>Data analysis and customer-base analysis </li></ul><ul><li>Getting any number needed to report to Board/investors </li></ul>
  7. 7. The Importance of Sales Analytics <ul><li>VP of Sales </li></ul><ul><ul><li>Looking at the numbers from all angles: </li></ul></ul><ul><ul><ul><li>Sales cycle, ASP, demos, breakdowns of where sales come from </li></ul></ul></ul>Copyright © 2008 LucidEra – All rights reserved Parature is a metrics-driven company… <ul><li>VP of Marketing </li></ul><ul><ul><li>Historically the most analytical: </li></ul></ul><ul><ul><ul><li>Lead source, demos, opportunities, resulting in what wins – marketing & Excel </li></ul></ul></ul><ul><li>Salesforce used for Lead and Opportunity tracking </li></ul><ul><ul><li>Lots of transactional dashboards and reports </li></ul></ul>
  8. 8. Why LucidEra? <ul><li>Before LucidEra we reported everything out of Salesforce and Excel </li></ul><ul><ul><li>Basically created “a mini-data warehouse” </li></ul></ul><ul><ul><li>The ability to take configurable pipeline snapshots was key </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved <ul><li>Results </li></ul><ul><ul><li>We no longer have to worry about data warehousing </li></ul></ul><ul><ul><li>We can grab data on specific dates whenever we want now </li></ul></ul><ul><ul><li>It’s much easier to create calculated reports (e.g., averages, sums, subtotals for groups, etc.) </li></ul></ul>
  9. 9. The Bottom Line <ul><li>At Parature all decisions are made from numbers </li></ul><ul><ul><li>We don’t shoot from the hip! </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved <ul><li>Secrets to Sales Ops success </li></ul><ul><ul><li>Understand your company and what’s expected </li></ul></ul><ul><ul><li>Understand how sales numbers are intertwined and know what effects what </li></ul></ul><ul><ul><li>Ensure you have access to critical sales data at your fingertips </li></ul></ul>
  10. 10. Today’s Agenda <ul><li>Introduction </li></ul><ul><ul><li>Gerhard Gschwandtner, Selling Power </li></ul></ul><ul><li>David Huang </li></ul><ul><ul><li>Director, Sales Operations </li></ul></ul><ul><li>Cathy Otocka </li></ul><ul><ul><li>Director, Sales Operations and On-Demand App Delivery </li></ul></ul><ul><li>Carol Sullivan </li></ul><ul><ul><li>Director, Sales and Marketing Operations </li></ul></ul><ul><li>Panel Discussion </li></ul>Copyright © 2008 LucidEra – All rights reserved
  11. 11. Cathy Otocka, Managing Director Sales Ops <ul><li>Sales Operations at Salary.com </li></ul><ul><ul><li>Commissions and incentives </li></ul></ul><ul><ul><li>AE on-boarding </li></ul></ul><ul><ul><li>Pipeline Management </li></ul></ul><ul><ul><li>Territory Management </li></ul></ul><ul><ul><li>Maintenance /development of all SaaS apps </li></ul></ul><ul><ul><li>Data quality </li></ul></ul><ul><ul><li>Selling process from lead to contract </li></ul></ul><ul><ul><li>Develop and maintain key metrics for sales </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved   Connecting People, Pay & Performance
  12. 12. A Day in the Life… <ul><li>Territory disputes </li></ul><ul><li>Discounting issues </li></ul><ul><li>Contract issues </li></ul><ul><li>Commissions </li></ul><ul><li>Everything… </li></ul>Investigate & Resolve Align & Refine Get Answers Avoid Surprises <ul><li>Finance </li></ul><ul><li>Marketing </li></ul><ul><li>Sales </li></ul><ul><li>We own all the company data so we answer LOTS of questions…. about everything! </li></ul><ul><li>Finance / CFO interaction comes mostly at qtr/yr end when we need data for earnings calls/ sec filings </li></ul>
  13. 13. Why LucidEra? <ul><li>We had built a lot of Excel spreadsheets and tried to come up with answers </li></ul><ul><ul><li>The amount of data got to be too large </li></ul></ul><ul><ul><li>Doing any meaningful trending was really time consuming… often not worth the effort…really hard to do “what if “ analysis </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved <ul><li>Results </li></ul><ul><ul><li>LucidEra really opened our eyes to pipeline development </li></ul></ul><ul><ul><li>We now can very easily look at all key metrics over time </li></ul></ul><ul><ul><li>Goal: Recognize laggards in performance in areas other than strict quota achievement so we can address performance gaps before the AE is really in trouble: </li></ul></ul><ul><ul><ul><li>Avg contract value by time period/by product/by rep (we look at this in a million different ways) </li></ul></ul></ul><ul><ul><ul><li>Rep statistics – deal size, deal count, product mix, deal age, close ratio. </li></ul></ul></ul>
  14. 14. Secret’s to Sales Ops Success <ul><li>The role is different from company to company </li></ul><ul><li>Executive management support is critical </li></ul><ul><li>Make sure you have good data and solid processes </li></ul><ul><ul><li>Without this the analytics really mean nothing </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved <ul><li>Having access to the right metrics/answers makes you look really smart </li></ul><ul><ul><li>People are very grateful (and often still surprised ) when I can answer nearly any question that I am asked </li></ul></ul><ul><ul><li>The goal: With solid metrics you can anticipate business changes before they get the best of you! </li></ul></ul>
  15. 15. Today’s Agenda <ul><li>Introduction </li></ul><ul><ul><li>Gerhard Gschwandtner, Selling Power </li></ul></ul><ul><li>David Huang </li></ul><ul><ul><li>Director, Sales Operations </li></ul></ul><ul><li>Cathy Otocka </li></ul><ul><ul><li>Director, Sales Operations and On-Demand App Delivery </li></ul></ul><ul><li>Carol Sullivan </li></ul><ul><ul><li>Director, Sales and Marketing Operations </li></ul></ul><ul><li>Panel Discussion </li></ul>Copyright © 2008 LucidEra – All rights reserved
  16. 16. Carol Sullivan, Director of Sales & Mktg Ops Copyright © 2008 LucidEra – All rights reserved You’re struggling with low CRM adoption & poor data quality Traditional Sales Ops Challenges… Your weekends are spent doing “stare and compare” reporting in Excel You can’t analyze trends or do comparisons on transactional data
  17. 17. Flexible Reporting and Analysis is Key Copyright © 2008 LucidEra – All rights reserved - Denis Pombriant, Beagle Research LucidEra has taken the complexity out of analytics so that more people and companies can take advantage of analytical insights. ” “
  18. 18. My Sales Operations Advice: Simplify! <ul><li>Seek out best practices </li></ul><ul><ul><li>The role is still unique to technology </li></ul></ul><ul><li>Plan ahead, anticipate change </li></ul><ul><ul><li>Analytics can keep you a step ahead </li></ul></ul><ul><li>When it comes to managing metrics </li></ul><ul><ul><li>You need flexibility – analytics are never static! </li></ul></ul><ul><ul><li>Make analytics a top priority – cultural change may be required! </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved
  19. 19. Panel Discussion <ul><li>Gerhard Gschwandtner </li></ul><ul><li>David Huang </li></ul><ul><ul><li>Director, Sales Operations </li></ul></ul><ul><li>Cathy Otocka </li></ul><ul><ul><li>Director, Sales Operations and On-Demand App Delivery </li></ul></ul><ul><li>Carol Sullivan </li></ul><ul><ul><li>Director, Sales and Marketing Ops </li></ul></ul>Copyright © 2008 LucidEra – All rights reserved www.lucidera.com

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