Keeping a pulse on customer needs takes time and effort. That is why Sales Operations must find new ways to gain customer insights that uncover new opportunities.
Sales Operations distills customer insights by capturing the voice of the customer with advanced technologies in addition to direct research with customers and channel partners. As a result, the organization can influence the company’s competitive position and future product lines by building vertical expertise directly into Sales Ops.
The Sales Ops organization is responsible for identifying the most attractive markets to build the foundation for a clear sales strategy. Using appropriate data and analytics, Sales Ops identifies account opportunities by sector, region, district and territory.
Sales Ops also identifies the training and enablement tools necessary for the rep to be successful. Solutions can include a variety of data, services and support that include populating CRM systems, identifying high-impact case studies, collaborating on professional marketing collateral pieces, creating a list of customer references, collecting customer insights from social media, and maintaining a list of go-to solution experts.
Reps can increase their productivity while lowering organizational costs with a clear strategy and the tools to expand product lines, channels and markets.
While training and enablement tools help reps with the initial win, Sales Ops should continue to provide support, following a robust sales strategy and an eye on rep productivity. Focusing on high-value activities, including customer-facing activities and relationship building, Sales Ops can facilitate shifting low-value tasks like billing issues or order status to appropriate staff.
Sales Operations can improve seller productivity by:
Sales Ops ensures that reps continue to get the information and support they need to fulfill the overall sales strategy through messaging, resources and tools.
Reps need to know who they are talking to and how to craft the best message to ensure interest. These messages frequently fall into three categories:
Disruptive ideas and messaging are critical to differentiation. Sales Ops can find and leverage these disruptive factors by dedicating resources to researching customers and developing sales collateral that captures the imagination and interest of the customer.
Sales Ops can increase seller productivity by connecting them with valuable company resources that include:
Sellers now require digital resources, technology and support to serve customers and can include:
Successful Sales ops provide real and sustainable competitive differentiation. By combining analysis, support and tools, Sales Ops helps leverage company strengths, bridge internal barriers, and deliver knowledge-based, insightful value to customers.
Markets are highly competitive and changing fast. However, sales Ops leaders understand that a clear value proposition, backed by sales expertise and extensive corporate resources, wins and keeps accounts. For more information on how to grow your sales operations organization, contact us.
Alexander Group understands your revenue growth challenges. Since 1985, we’ve served more than 3,000 companies across the globe. This experience gives us not only a highly sophisticated set of best practices to grow revenue—we also have a rich repository of unique industry data that informs all our recommendations. Aligning product, marketing, operations and finance efforts behind a successful sales organization takes insight and hard work. We help the world’s leading organizations build the right revenue vision, transform their organizations and deliver results.
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