What’s the first word you think of when I mention the role of Sales Operations? If you thought to yourself, “process,” then you must be a data-driven sales nerd, too! In truth, the backbone of the Sales Operations role, and ultimately the purpose of its introduction into the modern sales organization, is the implementation of a modern Sales Operations process.
But a well-crafted Sales Operations process doesn’t magically come together by a sales nerd making smart decisions. It’s built using analytics and predictive sales metrics from your home base CRM system, in most cases Salesforce, to improve overall team efficiency, ultimately increasing value of your organization’s business process as a whole.
In fact, The Sales Leadership Forum and Sales Globe surveyed a group of Sales Operations groups from around country to dive deeper into what roles Sales Operations leads in the modern sales organization.
“Of those surveyed, Sales Operations leads performance analytics in 71% of companies, and process definition in 66%.”
But this begs the question, what word comes to mind when you hear the words analytics and predictive sales metrics? That’s right: data! The Sales Operations process is data-obsessed because it’s that specific data that qualifies and prepares the process to be used by your sales team. It’s crucial to have the right processes in place within both Salesforce and a Sales Engagement platform to make sure leads are treated with the utmost care, from first touch to renewal.
And no matter how complex Salesforce data gets, lead and account records remain the building blocks of the Sales Operations process. Before you can create additional functionality, you need to make sure your building blocks are in order. The more streamlined your records, the easier it will be to leverage them throughout the sales operations process.
So how do you manage all of this data and process? We created our newest ebook, “Salesforce for Sales Engagement: Sales Operations Leaders,” to lead you, piece by piece, through the Sales Operations process as it relates to Sales Engagement with Salesforce.
Implementing a Sales Operations process with Salesforce begins with assignments and prioritization, set in motion by the actual activity takes place on the part of the sales reps. Take a look at these three priorities to learn more about each step of the process:
As the data input is being sorted within Salesforce, it’s also being assigned to specific reps within your sales organization. Keeping this process lean is just as much of a priority as keeping your original data clean.
Essentially, you want to make sure your people aren’t reaching out on top of each other. A good practice here is to add in data rules such as the 30-day rule, which means if an account has been touched within 30 days by Joe, Mary shouldn’t be reaching out to them for at least 30 days. So, whatever your assignment rules are, the priority is to ensure that only one sales rep is reaching out to a particular lead at a time.
As you select and assign your accounts in Salesforce, it’s crucial to plan your reps’ communication process with personalization to top tier accounts. And the best way to prioritize these top tier sales accounts is to rank them based on their characteristics as they apply to your Ideal Customer Profile, or ICP.
By determining where in the ICP an account fits in terms of size, industry, and vertical, and then categorizing them based first-, second-, and third-level tiers, you’ll be one step closer to converting those top tier sales accounts.
Tier 1 accounts should be handled with 100% personalization and intentionality, Tier 2 with a 10-80-10 model of personalization at scale, and Tier 3 with with automation, so an organization can test a new market without burning time.
3. Activities + Cadence
Once a target account is being worked by sales, the process is directly out of Sales Operations’ hands. However, no part of the sales process should be left to chance, and that includes communication between the sales teams and their leads.
Sales Operations should work to assess and define the most effective messaging and cadence when working a lead.
Sales engagement platforms like Salesloft allow teams to set up entire cadences, or predefined series of messages, to be sent to specific types of leads. This streamlines the process for sales reps, but also ensures that they aren’t going off script. It offers a degree of control to Sales Operations when it comes to controlling what is said and assessing the success of those messages.
Ultimately, Salesloft offers comprehensive analytics to Sales Operations teams so that you can assess the success of everything from the words used, to the time of day a sales rep reaches out to an account. That’s why using a Sales Engagement platform like Salesloft, in tandem with your home base, Salesforce, is the best way for you to enhance your Sales Operations process and take your team’s performance to the next level.
Download your free copy today and start getting the most out of Salesforce. While CRMs weren’t built with modern sales tactics in mind, but remember: a team with solid Sales Operations process in Salesforce crushes numbers, while teams that just wing it barely hit quota.