New research from Docurated and InsightSquared shows that after decades of working behind the scenes, Sales Ops is finally starting to get its fair share of attention.
Whether this newfound relevance is due to the rising demand for more metrics-driven business decisions or to the vastly improved access to sales data, one thing is clear: Sales Ops professionals have suddenly found themselves in a unique position. No longer considered a “behind the curtain” function, Sales Ops has been thrust to center stage.
Sales executives have long depended on Sales Ops to help them execute their strategy, but that reliance has expanded and also moved to other departments. Marketing leaders are starting to lean on Sales Ops to help them hand their leads over to sales reps efficiently and effectively. Even CEOs are starting to turn to Sales Ops when they need help hitting their top line revenue goals. More than ever, companies are making Sales Ops a core part of their Go-to-Market strategy.
The business case for giving Sales Ops more control to research and implement solutions builds itself. Sales Ops owns a wide array of responsibilities -- such as CRM admin, compensation planning, analytics, process implementation, and data management -- that are critical for the success of a sales department, so it is logical for Sales Ops to play an equally large role in defining and executing the organisation’s overall sales strategy.
Sales Ops leaders who want to make the most of their function’s newfound prominence cannot afford to sit back and see how the field evolves. They must proactively adapt to the changes sweeping the increasingly data-driven sales landscape.
There are three essential steps for the forward-thinking Sales Ops professional to take:
- Think like a Sales VP. The goals of a Sales Ops leader are the same as a Sales VP: To set the sales team up to crush their quota. Because of this, Sales Ops leaders must look at their goals from the perspective of a seasoned sales leader. Why and where are sales reps losing deals? What tools do they need to be more efficient? How can the current sales process be improved to grow bookings?
- Get your organization to invest in Sales Ops. Without budget and organizational support, the impact of Sales Ops is incredibly limited. If you want to get results and actually improve your sales team’s performance, you need to get buy-in at the top of your organization and deliver on your promises.
- Learn to speak to executives. Getting support at the very top of your organization means you must know how to speak to, persuade and gain the trust of executives. This doesn’t always come easily to Sales Ops professionals, but it is a learnable skill. Invest the time to master the art of executive-level presentations and conversations.
Combined, these three steps will help Sales Ops leaders take advantage of the growing importance of their functions. Sales success has never hinged so fully on the input of Sales Ops, so it is high time for forward-thinking Sales Ops professionals to get ahead of the changes and carve out the perfect niche for themselves within their organizations.
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