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Why the Sales Operations Role is so Data-Obsessed

3 min read
Nov. 11, 2016

Why is it that the Sales Operations role is so obsessed with data?

A position relatively new to the modern sales family, the sales operations role is a crucial data bridge across the entire company, but what is it about data that drives almost 100% of their focus? Well, nearly all marketing and sales initiatives are lead generating campaigns. And within each of those campaigns, the leads are funneled back into the company’s CRM (in most cases, Salesforce).

So given this modern era of hyper-volume, hyper-speed, hyper-personalized communication, data volume is higher than even, making data obsession a primary focus for the Sales Operations role.

From beginning to end, data is the fuel to their purpose: overall team improvement. That process starts with the input of data into Salesforce. But there are a number of data sources that contribute to this, from lead conversions on your website, to leads generated from your sales development teams’ cold calls.

That’s why we created our newest ebook, “Salesforce for Sales Engagement: Sales Operations Leaders,” to talk about why the Sales Operations role is so data-obsessed, and what features they can leverage to manage that data.



So how exactly do you, the Sales Operations pro, manage all of this data? Lead organization and data clarity are both priorities, and Salesforce has a huge impact on both, especially in the data- obsessed Sales Operations role. Here’s a few ways to manage all that data:

1. Salesforce leads and accounts.

There may be countless tools and technologies for everything from lead routing to advanced predictive analytics, but no matter how complex Salesforce data gets, lead and account records remain the building blocks of the Sales Operations role and initiative. So before you can build out any additional or unique functionality, you need to make sure your building blocks are in order. The more streamlined you can make your records, the easier it will be to leverage the information in those records throughout the sales process.

2. ICP and lead grading.

Once you’ve established your lead and account records, the next step is to determine which leads the company is after. This requires the development of an ideal customer profile, or ICP. Your ICP should list all of the characteristics (like industry, company size, and growth stage) of the accounts that your business is most likely to close. Then, there are a ton of technologies that can be added to Salesforce to help with lead grading, or the process of assessing how well an incoming lead matches your ICP. If a new lead is in the wrong industry, or their company is too small, you don’t want your sales team to waste time pursuing that lead.

3. Clean data.

All of your configuration of lead records and scoring means little if the data isn’t right. Cleaning sales data is a constant process — especially when inputs are coming from all over. Duplicate data can distract from productivity, but rules like Salesforce’s de-duping prevent duplicates upon creation, while also encouraging merging practices. This way, by managing the data at a high level and using an installed data quality dashboard package, you can see where the pain points are in the sales data, and what the potential causes for those pains could be.

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 data in Salesforce crushes numbers, while teams that just wing it barely hit quota.