Sales operations teams help sales and marketing organizations manage large amounts of customer data and turn it into useful insights. They analyze data from key accounts to spot opportunities for value creation and share intelligence with stakeholders to enable strategic decision making. However, managing vast amounts of complex data from key accounts can be overwhelming. New technologies are needed to help operationalize key account management processes, leverage existing CRM data, and deliver the right customer-centric insights that sales teams need to strategically grow key relationships.

1. When Data Overwhelms

3. Sales Ops
DATA is the pivot around which Sales Ops
adds value to the Sales& Marketing Organisation.
Key Accounts have moved from opportunity
management to building strategic partnerships
and creating value. Intel is indispensable to spot
opportunities for value creation.
Enables both functions with all the intel they need
to make critical strategic decisions.
Sales Ops - The Secret
to Sales Success

4. Key Accounts are complex entities, with vast reservoirs of untapped potential
when it comes to cross selling and upselling within the same organisation.
Identify & source technologies that can enable Account Management teams
to be more efficient
Analyse and interpret the data into intel for stakeholders to create growth
and value
Sales Ops helps:
Sales Leaders are mostly “Data Fluent” but often lack the time or skills for
effective data analysis.
The Gap between Data and Intel

5. Managing data
cleanliness and
currency
Managing effective
information
flow between key
stakeholder functions
Analysing & Interpreting
the data for
opportunities
Sharing the right
insights with stakeholders
at the right time
Implementing the right
enabling
tools and technologies
How Sales Ops adds value to KAM teams:

6. Data Management: cornerstone or millstone..?

7. Data Management for Key Accounts can be overwhelming!
Complexities of Key Accounts – global matrix organisations; dynamic strategy, competitive and
regulatory landscape
Connecting data over longer time frames and larger sets of buying units
Collating, analysing, interpreting and sharing data stored in multiple formats in multiple repositories,
including inboxes!
The need for real time analysis of the right data sets to turn data into actionable insights
Sharing the right intel at the right time with multiple stakeholders
Ad-hoc reporting requirements of leadership and ongoing requirements of all other teams

8. Barriers to KAM Tech
Key Accounts bring in a lion’s share of a company's revenues, but the
enabling tools and solutions specifically developed for managing and
growing Key Accounts have remained underwhelming.
Institutionalizing KAM across the organization is a huge challenge and it
cannot be done without the right technology enabler.
Standardizing core Key Account Management processes becomes even
more challenging when ‘sales superstars’ drive businesses and own key
relationships.
Challenges around data entry, standardization, currency and accuracy
remain

9. “Key Account Management seems caught in the chasm between ‘art’ and ‘science’ so that neither
end is being fulfilled optimally.”
Sales Ops have somehow been working with sub-optimal models to deliver the
insights and analysis needed to match the complexities of Key Accounts.

10. Can a better, more relevant technology transform the
way we manage and grow Key Accounts?
Here is a KAM Tech wish list: technology that can:
Help in operationalising and driving follow through of any chosen KAM methodology
Institutionalise the core KAM processes like analysis-planning-tracking-measuring,
reviewing and governing of Key Accounts
Leverage existing CRM data to populate the analytics
Collate all the data into a single format and store it in a single platform
Enable one-click, real time report generation, exporting and sharing

11. And most important:
Technology that delivers the right customer-centric insights for clarity and action - the landscape, whitespace,
relationship ‘type’, ‘health’, and ‘attractiveness’, financials - everything a KAM Team needs to make strategic
decisions about the Key Relationship.

12. Going forward, data complexities will only get more overwhelming.
Enabling KAM technology is a step in this direction.
Organizations that have identified "Digital" as a business driver
-in sectors such as Outsourcing, Manufacturing, Travel and
Consulting - have taken the lead in leveraging KAM Tech, thanks
to an empowered Sales Ops.
How is Sales Ops in your
Organization looking at Data?

13. Take a Free Trial Request Demo Book My Consultation
3 Ways to get Started
DemandFarm is one such specialist Key Account Management technology that transforms the way Key
Accounts are managed and grown.