Importance of Sales Ops

A Sales leader is required to coach & enable selling. His utmost concern is achievement of his targets while keeping his force motivated. All his efforts are focused to achieve this goal. In the mid-size and large companies, this much needed undivided attention may be interrupted because of many support activities involved. This is where Sales Operations (Sales Ops) steps in.

Sales ops team’s fundamental goal is to enable a Sales Leader in concentrating his 100% efforts towards Sales. Sales ops will make sure to not only keep an eye on the horizon (how are we achieving targets) but also enable the journey (reporting, improving sales cycle, carving sales strategy, etc).

5 ways in which Sales Ops can benefit:

1.       Measurement of Results: Sales Ops team support leaders with various Matrices & Analysis reports (turning raw data into meaningful information), enabling strategy carving for the organization. Accurate & concise information on the progress of the team through Sales Forecasting, predictive analysis and other data analysis methods can help the leader to decide on the course for future sales. A thorough performance analysis will help the leader to gauge the productivity and efficiency of the team.

2.       Sales Cycle Optimization: A deep study of process and procedures currently followed so as to point out the loop-holes and carve out the better process can help the organization to get rid of unneeded bureaucracy. To keep abreast of current trends in the industry, it is must for any organization to continuously keep improving Sales Cycle and remain competitive. These can also safe-guard the organization against many frauds.

3.       Internal Communication Effectiveness: While the sales guys remain busy talking to customers, Sales ops can act as his representative for all the internal customers. To establish smooth communication channel and imparting training for latest protocols so as to keep all the concerned teams at par, is one primary function of Sales Ops.

4.       CRM Development & Administration: Sales Ops also develop, implement and administer various CRM tools and processes. They also make sure that the sales force is effectively trained to make the most benefit of the tools and processes. Coordinating to collect latest data and to maintain the full accuracy of same at any point of time is pivotal to organization’s success. With latest tools and technology, Sales Ops can provide much accurate information to the leaders.

5.       Improving Sales Productivity: Sales Ops keeps an eye on the utilization of the Sales Force. They also enable individual sales guy with budget allocations, monitoring and a smooth progression through the complex Sales Cycle. By supporting them in dealing with internal fuss & chaos, Sales ops play a key role in keeping them more productive and motivated.

While in many organizations, sales operations seem to be the support function, which gets effected vastly and it is considered one of the areas to cut back on. It is surely very unfortunate for any company to do so. Sales Ops can help a company to maintain its competitive edge. New technologies, improved processes & accurate visualization can definitely enable an organization to achieve more sales in a much efficient manner.