Doug Landis' talk on creating a modern sales organization at SalesLoft Rainmaker 2017.

1. Doug Landis
Growth Partner
Emergence Capital
Building a Modern Sales Operations & Sales
Productivity Organization

2. 15 years ago ….

3. Sales Operations

4. Sales Productivity

5. Today …

6. Sales Ops & Productivity

8. (Btw did you know the two Left Tackles for
NE get paid more than $14M a year!)

9. What does a Modern Sales Operations &
Productivity Organization look like?

10. • Purpose:
‒To share some insights on what ops and productivity could / should look
like in organizations that are 1-10 vs 10-100 vs 100+ employees
• Plan:
‒10 min – Pre-Boarding: Ops & Productivity with 1-10 reps
‒10 min – General Boarding: Ops & Productivity with 10-100 reps
‒10 min – Private Jet: Ops & Productivity with 100+ reps
• Outcome:
‒By the end of our discussion you will have a few concrete ideas to try in
your organization that might help you modernize the way you sell.

11. Why Me?

12. Spent last 15 years helping Google, SFDC & Box
scale and grow from $’s to IPO

13. Preboarding: Sales Ops & Productivity
with 1-10 Reps

14. Chaos
Hiring
Fund
Raising
Getting
New
Customers
Pricing
Packaging
Product
Market
Fit
Board
Pressures
Product
Development
Awareness
Tech
Stack
Office
Space
Messaging
Positioning
Customer
Support
Leadership
Team

16. Sales Ops Sales Productivity

17. Sales Ops Sales Productivity
SFDC Admin
Reporting & Forecasting
Messaging
&
Positioning
Light
Weight
Onboarding
Capturing
Best
Practices

18. Onboarding?

21. Lightweight Onboarding Can Take Many Forms

22. Messaging & Positioning?

24. Typical Messaging & Positioning

26. How
arrogant
can you
be?

27. The Emcap Messaging Framework
• Opening Slide: Status - Why are we here, or who are we and what are going to help.
Something that will get them thinking and something that can draw the connection
from them to you!
• Slide 2: Situation - Statement of a problem they don't know about (really) - this is
where you identify the unknown, unconsidered needs
• Slide 3: Stats - Statistics (or a compelling stat) that highlight the depth, pain and
legitimacy of the problem
• Slide 4: Story - An example either of a real customer or a common situation that you
have heard or that you and our customers just know about 'viscerally' - you want to
create an emotional connection to the pain
• Slide 5: Solution - An explanation of how they should be thinking about solving the
problem in a very clear and simple description (ie not marketing speak)
• Slide 6: Steps - the next step to take to get them closer to solving this problem

28. Capturing Best Practices?

30. General Boarding: Sales Ops & Productivity
with 10-100 Reps

31. What Matters Now: The Sales Equation
# of Opportunities Avg Deal Size Avg Win Rate
Avg Sales Cycle

32. Sales Ops Sales Productivity

33. Territories Deal Desk
Resource
Planning
Reporting /
Analytics
Customer
Segmentation
CRM
Development
Comp
Sales Operations
Owns & Facilitates
Many Functions
Demand

34. Capturing &
Sharing Best
Practices
Sales
Playbook
Medium
Weight
Onboarding
Buyer Personas
&Verticalized
Positioning
Sales Productivity Programs Begin to Mature

35. Medium Weight Onboarding?

37. “Medium” Onboarding Includes A Certification Strategy

38. And a much larger focus on culture …

39. Buyer Personas Help Drive Deeper Conversations

40. A Sales Playbook Gets Everyone on the Same Page

41. The Emcap Sales Playbook Framework
For Every Stage:
• Goal – what are you trying to accomplish?
• Strategy – what should your approach?
• Sales Skills – what sales skills are necessary to move
through this stage?
• Tactics – what specific steps do you need to take?
• Tools – what tools has marketing or others created
to help you?

42. Private Jet: Sales Ops & Productivity
with 100+ Reps

43. Not Everything that Counts can be
Counted and …….Not everything that
can be Counted Counts ….
Albert Einstein
At This Stage of the Game … MEASURE EVERYTHING

44. Sales Ops Sales Productivity

46. Sales Productivity is Hyper Focused on Scale
Operationalized
Sales Process
Sales Tech
Stack
90-Day
Onboarding
Communication
Strategy
Role Specific
Training

47. 90-Day Onboarding Includes ”On the Job” Training

48. My Final Thoughts ….
Hire Sales Ops
& Productivity
Sooner Rather
than Later

49. Thank You
doug@emcap.com / @douglandis