sales operations: finding ways to work smarter

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Page 1: Sales operations: finding ways to work smarter

Sales Operations: Finding Ways to Work Smarter

Brought to you by:

Page 2: Sales operations: finding ways to work smarter

Service Director, Sales Operations

Strategies@danatherrien

July 19, 2017 Sales Operations: Finding

Ways to Work Smarter

Dana M. Therrien, CSCP

Page 3: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 3

Dana M. Therrien, Service Director, CSCPDana Therrien is a senior sales operations leader with more than 25

years of sales, sales operations, business and service operations,

and finance experience. He is a forward-thinking leader with a

record of driving results by increasing sales effectiveness and

improving sales productivity while supporting global, multimillion-

dollar sales growth with industry leaders.

Dana is an expert in business planning, analytics and reporting,

quota setting and management, territory design, sales process

optimization, sales force automation, go-to-market strategy design

and execution, sales compensation design, and administration.

He holds an MBA from Boston University and a B.S. in Accounting

from Thomas College, and is a WorldatWork Certified Sales

Compensation Professional (CSCP).

linkedin.com/in/danatherrien/

[email protected]

Page 4: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 4

All companies want to grow

Markets Buyers Offerings M&A Productivity

Sales Marketing Product

Operations

Management

Marketing

CPO

Operations

Enablement

Demand

CMO

Operations

Enablement

Channel

CSO

High-Performing Revenue Engine

High performance occurs when...

Alignment Results in…

19% Faster Revenue Growth

15% Higher Profitability

Source: SiriusDecisions Economics of Sales Marketing and Product Alignment Study (May 2015)

Page 5: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 5

Intelligent Growth: How Do We Deliver?

Empowers organizations to solve

growth-related issues

• Role-based services

• SiriusIndex/Command Center

• SiriusTools

• SiriusTemplates

• SiriusMarketplace

Research

and Advisory

Extends the advisory model to

maintain focus, break logjams,

assess progress

• Project engagements

• Workshops

Research-

Informed

ConsultingUpskills B2B professionals to

tackle next-generation challenges

• SiriusPathways

• Curriculum advice

Research-

Enabled

Learning

Research

and Advisory

LearningConsulting

Page 6: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 6

Page 7: Sales operations: finding ways to work smarter

7 © 2017 SiriusDecisions. All Rights Reserved@SiriusDecisions

• Key issues

• Sales operations knows very well what they do day-to-day, but often struggle to explain

it to other people.

• Sales operations spends their days putting out fires and can’t ever seem to find the time

to work on preventing them.

• Funding and staffing a sales operations organization to handle both short-term tactical

demands and longer-term strategic initiatives is a challenging balancing act.

• What you will walk away with

• A model that explains what sales operations does

• A breakdown of tactical and strategic accountabilities of modern sales operations

• An idea of how to categorize and invest in accountabilities properly

Executive Summary

Page 8: Sales operations: finding ways to work smarter

SiriusPerspective:

8 © 2017 SiriusDecisions. All Rights Reserved@SiriusDecisions

Sales Operations YesterdaySales operations emerged as a tactical and reactive function with undeveloped

structural silos that made the organization largely tactical.

PlanningBudgets,

territories,

quota,

compensation

TechnologySales tools

and

technologies

OtherRFP response,

sales support,

training

ProcessDefinition,

governance,

roles,

responsibilities

and scope

ReportingReports,

dashboards,

ad hoc

reporting

Support/

AdministrationOrder cleansing,

validation, entry

Page 9: Sales operations: finding ways to work smarter

9 © 2017 SiriusDecisions. All Rights Reserved@SiriusDecisions

Seven Primary Accountabilities

Development

and

implementation

of short, medium

and long-term

plans that align

with corporate

objectives and

lead to

achievement of

sales goals.

Strategy and

Planning

Development

and distribution

of information

and insights

about prospects,

customers, sales

activities and

assets that

improve sales

performance.

Sales

Intelligence

Development,

automation,

governance,

measurement

and

improvement of

sales and

revenue

execution

processes.

Process

Design and

Management

Management of

personnel and

functions that

execute sales

support and

administrative

activities.

Support and

Administration

Design and

admin of sales

opportunity

related activities

that result in

higher win rates

and increased

profitability.

Deal Pursuit

Selection,

implementation

and

administration of

sales

technologies that

deliver user and

business value.

Technology

Planning,

execution and

oversight of

projects that

improve sales

performance,

reduce

administrative

burden and/or

improve

profitability.

Project

Management

Page 10: Sales operations: finding ways to work smarter

10 © 2017 SiriusDecisions. All Rights Reserved@SiriusDecisions

Action Items

SiriusPerspective:

The SiriusDecisions

Sales Operations

Sunburst Model

defines the seven

primary

accountabilities that

sales operations

delivers to the

organization.

Sales

Operations

Sunburst Model

Page 11: Sales operations: finding ways to work smarter

11 © 2017 SiriusDecisions. All Rights Reserved@SiriusDecisions

Action Items

Deal

Pursuit

Technology

Strategy

and Planning

Sales

IntelligenceProcess Design

and Management

Support

and Admin

Project Management

SiriusPerspective:

The SiriusDecisions

Sales Operations

Sunburst Model

defines the seven

primary

accountabilities that

sales operations

delivers to the

organization.

Sales

Operations

Sunburst Model

Page 12: Sales operations: finding ways to work smarter

Applying the Sales Operations Sunburst ModelWhere to Invest

Page 13: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 13

U.S. Employment Market Trends Since 1975

Seismic shift employment

trends are pressuring sales

operations to optimize costs

while expanding support

Page 14: Sales operations: finding ways to work smarter

SiriusPerspective:

14 © 2016 SiriusDecisions. All Rights Reserved

#SDSummit

@JStevenSilver @danatherrien

Classifying Job FunctionsThe United States Federal Reserve Bank classifies labor categories in

four quadrants that are useful in guiding sales operations investment decisions.

Types of Work

• Routine manual

• Routine cognitive

• Non-routine manual

• Non-routine cognitive

Cogn

itiv

eM

an

ua

l

Routine Non-routine

Independent process-

oriented workers

• Office assistants

• Sales agents

Laborers

• Manufacturing

• Construction

• Assembly line

work

Advanced-degree

workers

• Managers

• Engineers

• Doctors, nurses

Service workers

• Health care

assistance

• Wait staff

• Travel and Hospitality

Page 15: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 15

Applications

Excel

Should Sales Operations Finally Kick Its Excel Habit?

BI

Developing

New KPIs

• Intellectual - Strategic custom analysis required

to assess and revise each year’s sales go-to-

market model, financial plan, quotas,

compensation plans and corresponding accrual

calculations.

Intellectual

Analytical

• Analytical – Impromptu correlative analysis that

answers sales management’s deeper questions,

such as: Why are some reps more productive

than others?

Operational

• Operational - KPIs sales leadership and sales

reps use to manage and track their day-to-day

business.

Ma

nu

al

Co

gn

itiv

e

Analy

tics C

om

ple

xity

Routine Non-Routine

Production Type

Page 16: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 16

Routine Manual

Cogn

itiv

eM

an

ua

lRoutine Non-routine

Operational BI

• Reporting

• Dashboarding

• Data governance

• Operational - KPIs sales

leadership and sales reps use to

manage and track their day-to-day

business.

Page 17: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 17

Routine Cognitive

Cogn

itiv

eM

an

ua

lRoutine Non-routine

Analytical BI

• Forecasting

• Ad-hoc reporting

• Ad-hoc analysis

• Analytical – Impromptu correlative

analysis that answers sales

management’s deeper questions,

such as: Why are some reps more

productive than others?

Page 18: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 18

Non-Routine Cognitive

Cogn

itiv

eM

an

ua

lRoutine Non-routine

• Intellectual - Strategic custom

analysis required to assess and

revise each year’s sales go-to-

market model, financial plan,

quotas, compensation plans and

corresponding accrual

calculations.

Intellectual BI

• User empowerment

• Aligned metrics

• Data strategy

• Predictive analytics

Page 19: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 19

Non-Routine Manual

Cogn

itiv

eM

an

ua

lRoutine Non-routine

Mixed Analytical and

Intellectual

• Customer insights

• Prospect insights

• Ad-hoc analysis

• Intellectual - Strategic custom

analysis required to assess and

revise each year’s sales go-to-market

model, financial plan, quotas,

compensation plans and

corresponding accrual calculations.

• Analytical – Impromptu correlative

analysis that answers sales

management’s deeper questions,

such as: Why are some reps more

productive than others?

Page 20: Sales operations: finding ways to work smarter

© 2017 SiriusDecisions. All Rights Reserved 20

Sales Operations Staffing Strategies

• Leverage technology to automate

routine, manual processes

• Centralize and standardize

duplicate activities across regions

• In-region activities are time-zone,

language or local-market sensitive

• Allow non-standard processes only

where there is economic reason to

do so

Automate

Page 21: Sales operations: finding ways to work smarter

How can Anaplan help?

Page 22: Sales operations: finding ways to work smarter

Planning

Execution

Operations

DataData People

Plans

Anaplan for Sales

• Territory Planning & Targets

• Sales Coverage & Capacity

Planning

• Compensation Planning

• Account Planning

• Quota Setting

• Account Re-assignment

Sales Planning

• Sales Crediting

• Compensation Calculations

• Dispute Management

• Compensation Accruals

Sales Incentives

• Sales Forecasting

• Finance Forecasting

• Forecast Modeling

• Pricing Management

• Sales Analytics

Sales Insights

Page 23: Sales operations: finding ways to work smarter

• Sales Forecasting

• Finance Forecasting

• Forecast Modeling

• Pricing Management

• Sales Analytics

Planning

Execution

Operations

DataData People

Plans

Anaplan for Sales

• Territory Planning & Targets

• Sales Coverage & Capacity

Planning

• Compensation Planning

• Account Planning

• Quota Setting

• Account Re-assignment

• Sales Crediting

• Compensation Calculations

• Dispute Management

• Compensation Accruals

Scored and cleaned over 1.4M accounts in under 4 months

Automated role & HR data

management

Reduced commission specific requests from over 1000 per quarter to less than 50

“It’s easy to reassemble data and push it back—all that goes from weeks to

seconds.”

Improved quota setting cycle time

by 40%

7-8 month planning process now takes 3

months

Live roll-ups and drill downs for

dozens of teams

Resources informed of high probability

opportunities

Sales Insights

Sales Incentives

Sales Planning

Page 24: Sales operations: finding ways to work smarter

Q A