Although “sales operations” may sound like a broad term, it’s much more than just the daily activities of a sales team. Sales ops are the driving force behind the sales department.
Sales teams can consist of various teams with distinct functions, all working together to achieve a common goal. Sales ops are responsible for supporting sales representatives in their daily selling activities by providing strategic insights gained from data analysis. In this article, we will discuss the components of sales operations, successful strategies, and how SalesBabu CRM can assist in achieving these goals.
What is sales operations?
The sales operations team takes a strategic approach to guide sales, while the frontline sales team focuses on person-to-person selling.
To put it simply, sales operations aim to enhance the efficiency and effectiveness of front-line sales teams by providing strategic support and reducing obstacles in the sales process.
In order to make sure that happens, the sales ops team handles
- Territory management
- Sales strategy
- Lead generation
- Tech management
- Sales rep support
- Basically, anything and everything that helps your sales team establish and maintain growth fall under the category of sales operations.
Sales and sales operations are two distinct but interconnected functions in a company. Sales teams are responsible for bringing in revenue by converting leads into customers. On the other hand, the sales operations team supports the sales team by providing strategic insights and reducing friction in the sales process.
The sales operations team usually has two branches: tactical support and strategic design. The tactical support branch focuses on technical aspects like implementing and optimizing sales software, while the strategic design branch is responsible for analyzing data to improve the sales process at each stage of the sales funnel.
Read More – Key Features And Benefits Of Sales CRM Software
What are the different roles in a sales operations team?
Between the two branches of any sales operations team, you’ll usually find the following roles:
- Sales operations representative
- Sales operations analyst
- Manager of sales operations
- Senior sales operations analyst
- VP/Senior Director of sales operations
The functions and responsibilities of the people filling these roles can usually be divided into four large buckets:
- Strategy: This area involves defining high-level strategies and developing plans to achieve sales objectives. Some examples of functions in this area include evaluating sales methodologies, analyzing data, planning sales coverage, and defining territories.
- Technology: The responsibility of managing the sales team’s SaaS software stack falls under this area. This ensures that the sales team can concentrate on selling, rather than getting bogged down in technical issues. Tasks in this area may include selecting and customizing a CRM, managing data, and automating tasks.
- Operations: This area of sales operations is responsible for ensuring that sales representatives have the necessary skills and knowledge to perform their jobs effectively. The tasks may include conducting product and sales training sessions, developing and implementing effective onboarding programs, and creating contracts that comply with legal and regulatory requirements. Additionally, this team is involved in hiring and managing the performance of sales representatives.
- Performance: Aims to optimize the efficiency of sales reps in their day-to-day tasks. This can involve managing leads, implementing effective sales techniques, and identifying key performance indicators to target for improvement.
Read More – Boost Your Sales Productivity With Sales CRM App
Strategies for sales operations success
The sales operations team is responsible for driving innovation and enhancing the performance of the front-line sales team. While it may seem like a daunting task, following established best practices can help break down the process into manageable steps.
1. Create a mission statement
The sales ops team should begin by clarifying their mission and ensuring it aligns with the overall sales team goals. Communicating this mission to the entire organization will ensure everyone is working towards the same objectives.
Instead of vague statements, the mission statement should provide specific details on how each goal will be achieved. For instance, a goal could be to “automate operational tasks to increase efficiency and reduce time spent on customer inquiries.”
2. Foster collaboration
Maintaining consistent communication between sales operations, sales, marketing, and sales enablement teams is critical to ensure the smooth functioning of a sales operations team. It not only keeps everyone updated but also avoids redundant work.
One effective way to implement this is to have a weekly meeting between the heads of all teams to discuss ongoing activities. Since sales activities move at a fast pace, many small changes may occur within a week, and regular communication helps ensure that the entire organization remains aligned.
3. Establish a clear leadership structure
To establish clear leadership and ensure accountability, it is recommended that a high-level executive, such as a director or vice president, is assigned to lead the sales operations team. This individual should report to the company’s c-suite, such as the COO or CEO, to maintain a clear chain of command.
4. Shadow sales team members
When sales operations staff work closely with the sales team, they gain valuable first-hand experience with the daily tasks and challenges that sales reps face. This experience enables them to provide better guidance for overall sales strategy, and it also helps to build a stronger connection between the two teams.
5. Be smart about the tools you choose
When implementing technology in sales operations, it’s important to be strategic and thoughtful. Automation tools can be extremely helpful in eliminating repetitive tasks and increasing efficiency for the sales team.
To ensure that technology is actually solving a problem and meeting a need, ask yourself if it’s getting in the way or truly helping. It’s important not to rely too heavily on technology at the expense of human connections and personalized experiences.
Choosing a multi-functional tool, such as SalesBabu CRM, is often better than using several different tools that require extensive training and switching between applications.
6. Stay innovative
The sales operations team should regularly assess the effectiveness of their processes and remain open to implementing new technology or policies that can enhance the company’s performance. However, it’s crucial to do so thoughtfully and at a reasonable pace to avoid overwhelming the sales team with constant changes.
For instance, adopting a CRM with messaging and file-sharing capabilities may be more practical than using multiple programs to achieve the same outcome. By constantly evaluating and optimizing processes, the sales operations team can improve efficiency and help the sales team reach their targets.
Manage your sales operations like a pro with SalesBabu CRM
Eliminating repetitive tasks, monitoring performance, and enabling communication are all essential to help your sales operations team excel, and SalesBabu CRM can accomplish all of them easily.