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Five Ways Sales Operations can Enable Sales Leadership – Business Operations Performance Management

Five Ways Sales Operations can Enable Sales Leadership – Business Operations Performance Management

by | Oct 14, 2012 | Business, Business Operations, Leadership, Management, Performance, Productivity

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The job of a sales person is to sell – to focus every minute of his/her work day selling – because if he/she is not, then no one else is! But the expectation from a sales person is not just sales, there are myriad activities that are essentially non-customer facing but are necessary – sales strategy, planning, reviews, forecasting, reporting and logging in data in CRM tools, inter-departmental coordination, the list goes on… chipping away into the 2000 hours in the year that the sales person has to sell. Various surveys suggest that almost two-thirds of a sales person’s week is spent doing something other than selling. Less time in front of customer is equal to less sales – simple. And that is where the sales operations function can step in. Sales operation is essentially the processes, infrastructure and administrative support necessary to help a sales organization run effectively, efficiently and in support of business strategies and objectives. There is immense pressure on increasing the sales productivity given the drive for better top-line and bottom-line growth in all organizations, big or small today and the complex selling environment. A good sales operations team if properly structured and empowered can increase rate of sales and repeat sales, cut costs and improve margins all leading to a sales productivity increase.

Sales Operations can do the balancing act between strategy and execution from the annual, quarterly and monthly planning and analysis to the day-to-day support of the sales force – all the while enabling the front line salespeople to meet and exceed their sales and margin quotas. Here are five ways in which sales operations can be the sales productivity accelerators for the sales leadership:

Sales Enabler #1 – Identify the Focus based on the Goal: What is the company’s goal for the period – is it top line growth or bottom line growth? The Sales operations team can work closer to field-facing sales in times when top-line growth is the highest priority or work closer to internal organization-facing operations in times when bottom-line growth is the highest priority. The balance that has to be done here by the sales operations team is not to become a “sales prevention” team nor allow a “cowboy/cowgirl” style of unregulated selling. This is what will drive sales operations focus and roles (great inputs by Eryc Branham here) for the period to support and enable sales leadership. For example – field facing activities like account planning, RFP support, lead generation and field marketing campaigns could take precedence over commission planning, contract vetting and approvals and finance alignment.

Sales Enabler #2 – Provide Knowledge out of the Data: With all the CRM and Social Media tools and technology available to sales today, data collection is not a problem (if you have solved the technology problem that is – Enterprise resource projects are notorious for their low success rates for achieving the intended outcomes – another area where sales operations can support sales leadership in the selection of the right tools, in getting them to perform the way they should and in increasing tool usage and acceptability within sales teams along with ensuring data quality). What is needed is extraction of the right set of data, comparing it against trends and benchmarks and providing  recommendations to the Sales leaders to help them decide the strategic direction they need to take.  Sales Operations can be the expert on and the single source of authentic knowledge for the sales organization.

Sales Enabler #3 – Process Setting and Ownership:  An effective sales process can go a long way in improving the win rate and increasing the repeat sales. A sales process is effective when it balances the needs of three stakeholders – the needs of the customer, the needs of sales person to meet his/her numbers and the needs of the rest of the organization to be able to execute on the sale. The sales operation team can not only help in the creation of the process but also take ownership of its documentation, adoption and implementation and support the sales people through opportunity to a win-win for all stakeholders.

Sales Enabler #4 – Metrics and Dashboards: One of my favorite topics and pet projects. Metrics need to be aligned to business strategy and objectives – metrics should not only measure the past performance but also act as leading indicators into the future and how it is developing over time. The selection of the right metrics (out of the many sales metrics that are used today) for the sales dashboards also depends on the audience. For example, leading metrics for the sales reps would need to be around their pipeline (sales cycle times and win/loss ratios per stage, etc. to determine pipeline volume requirements and key selling strategies). Sales Leaders would need to have consolidated pipeline and trend information and associated metrics (% of stuck opportunities, overall opportunity age, etc) so that they can help their teams achieve the desired outcomes. The sales operations team can model the data and propose the right sales metrics to the sales team and sales leaders based on what insights they need to meet and exceed their performance objectives.

Sales Enabler #5 – Be the Bridge between Sales and the rest of the Organization: The sales team has to be customer facing and focused on selling and winning deals. But, they can’t do this alone – they need the support of many functions (marketing, finance, delivery, legal, etc) within the organization to succeed. The sales operations team can be the liaison between the sales teams and other functions and help trigger a customer focused culture within the organization by reducing inter-function friction. The key here is of course to work towards driving a respect and trust based culture through providing the understanding of each other’s priorities and challenges. Sometime, sales operations will be the advocate and sometimes the buffer to balance conflicting pressures – a less stressed  happy sales engine will be the result.

So in the end, the sales leader should be willing to assign and empower the sales operations team so that they in turn can enable the sales leadership by giving them the gift of time and the necessary insights to achieve the balance between meeting short-term quarterly expectations and the long-term planning needed to ensure the next million/billion dollars.

Where else do you think the sales operations team can enable sales leadership and help the sales force be more effective ? What challenges have you faced as a sales operations professional ? I would love to hear back and learn from you.

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Five Steps to turn your Strategic Initiative into Execution Success

Five Steps to turn your Strategic Initiative into Execution Success

by | Jun 10, 2012 | Business, Business Operations, Leadership, Management, Performance, Productivity

However beautiful the strategy, you should occasionally look at the results – this famous quote by Sir Winston Churchill often comes to my mind when I participate in strategy presentations. Beautiful slideware beautifully presented for maximum impact – but hey! Wasn’t this the vision a quarter back, a year back or two years back and essentially the same strategy couched in the latest business buzz words? You may have discovered the same yourself and experienced a sense of déjà-vu – and we are not alone. Multiple business surveys have revealed that more than 60% of corporate strategies never end up getting executed.  The best thinkers and strategists could come together and create a superb vision for an organization but it remains just that – a recurring dream – if not followed by flawless execution. But that is no easy job especially in the current turbulent business environment, globally spread and diverse employees and non-hierarchical organization structures. All the different threads that make up an organization has to be woven together to create an environment where every initiative achieves its objective and on time.

So, how do you take a single line objective or goal in a strategy (say, develop talent in niche areas or target accelerated growth in emerging markets or create a culture of innovation) and convert that into a reality? I have worked on or observed quite a few of these initiatives and the results have varied – some died a quick death, some petered out and a few gathered momentum and achieved the desired objectives successfully. Here are five steps that I believe contribute immensely to operational agility and are critical to turn your strategic initiative into execution success:

Step # 1: Get organized –

Building an execution plan is the very first step. The plan has to be doable, well-defined, and realistic with clear objectives and time lines. Break up the strategy into four or five tactical goals (too many leads to dilution of efforts) and define the tasks, accountability and workflow for each of them. A structure and the process within the structure helps answer the how, what, who and where behind the high level strategy and goes a long way into making the strategy actionable.

Step # 2: Get Executive Sponsorship –

Most often, implementing a strategy involves working across different functions in an organization and you may or may not have control over their actions. Office politics, inter-personal dynamics, conflicting priorities could ruin your plan even before it gets off the drawing board. So get the full support of the heavy weights behind you – you will definitely need it to enforce discipline and collaboration. Get the full buy-in of your top management to make sure that they support not only the strategy, but also the specific plan you have prepared to execute it. Don’t even bother to start without this – you will get nowhere.

Step #3: Get the Right Talent –

Build cross-functional teams around each initiative selecting each team member very judiciously based on ability, personal interest and the special skills needed for the particular initiative. Through this, not only do you get the right talent but also create a shared sense of ownership and responsibility thus spreading the commitment with the organization. This will help in building momentum to sustain the initiative from the planning to execution phase.

Step #4: Communicate, Communicate and Communicate –

Communication is the life-giving oxygen at every step of the process. The rationale behind the strategic initiative and the implementation plan, the benefits that are expected as outcomes from the initiative and the impact of failure of the plan all need to be made transparent to the teams. Provide information, invite feedback and conduct training sessions to increase engagement and improve collaboration. Turn passive detractors into active and enthusiastic drivers of the process by using this powerful tool.

Step #5: Track and Measure –

Set up a steady state tracking mechanism and a schedule for review with the key stakeholders. Choose the performance metrics that best measure the progress (or regress) of the goals of your initiative. It is important to track and measure so that you know if you are winning to celebrate (publicly) or not winning to do course corrections on the execution plan (again publicly). This underlines the seriousness of the initiative and helps overcome the “this too shall pass” mentality in organizations. And of course, what gets measured gets improved, so you end up increasing your chances of execution success.

Transforming a dream into a reality in business or in life is not easy nor is it guaranteed. But then who said business operations was easy? I have seen initiatives succeed using the above steps (and all of them are important for successful execution) and as Marcel Telles said – A company can seize extra-ordinary opportunities only if it is very good at the ordinary operations. So the journey may be tough but the rewards would definitely be worth it – at the very least, you would not have to sit through the same strategy being presented for the umpteenth time in a new shape.

Tell me what I have missed out and where I might be wrong. How do you turn your strategic initiative into execution success? I would love to learn from you and get better.

Five Ways Business Operations Can Drive Strategy – Business Management

Five Ways Business Operations Can Drive Strategy – Business Management

by | Dec 17, 2011 | Business, Business Operations, Leadership, Management, Performance, Productivity, World of Work

This topic focuses on the role of business operations in Strategy Planning and Implementation. I have spent a considerable part of my career on working in and evolving the role of business operations – while many people do understand that operations plays a major role in the implementation of strategy, very few actually realize that business operations can drive strategy.

Business Operations (see definition in Wiki) is often perceived as tactical with little or nothing to do with strategy (have heard the role referred to as back-end, boring, clerical – you get the drift). On the contrary, nothing could be farther from reality – given value, authority and attention, operations can make a significant impact on building your strategic plan and ensuring that it does not remain only at a planning stage on beautifully presented slides.

Here are five ways that Business Operations can drive Strategy – tried and tested many times through my long operations career:

Driver #1:  Leading Indicators

Dashboards, Metrics, and Reports are all in a day’s work for an operations team. While the main purpose of operational dashboards are to track, analyze and improve lagging indicators like earned revenue, margins, costs, attrition, quality etc, they could be a rich source of leading indicators and levers for strategic decisions. Sales pipeline, say prospective customer requests for Information/proposals – RFIs/RFPs – can help predict market demand. Sales conversion cycles can be used to predict future revenues and the best times to hire or invest in new strategies. Customer Satisfaction scores can be used to determine target market segments. Margins broken into per product/offering or per customer can be used to arrive at the most likely to be successful offer/product strategy. The operations team can link metrics to strategic planning as they are closest to defining measures and setting the targets.

Driver #2: Predictive, Proactive Data

The business operations team is your best source of data and analysis of historical and current trends to predict the future.  What products and services can be released, whether they will be successful, whether customer base will expand or shrink based on a strategic decision, or whether investments will pan out as desired – all these critical elements of the strategic plan can be vetted by good quality data organized with a high level of granularity. A year-long data strategy is a must for the successful creation of any plan that depends on trends. The operations team is usually the best fit to be the repository of such data given their engagement in and their understanding of the complete business cycle.

Driver # 3: Test Launches

The Operations team can help vet Strategy Plans before it is put into full-scale action. Think of the operations team as a well-oiled engine with hands-on people and defined processes to handle painlessly all situations that could arise. Use this team to test launch in a small way your “dream” because it is in the operation cycles that innovative ideas can get a reality check on whether the idea/strategy can actually transform profits and further sustain the business.

Driver #4: Mapping Operational Vision

A Good Strategy Plan will always entail some level of organizational transformation, a shift from business as usual to unchartered territories. The Operations team can assist in creating a map with directions to these territories – clear communication is critical to the success of strategy. Breaking the strategic plan into tasks with timelines, identifying the stakeholders best suited for each task, aligning existing processes and designing new process to ensure sustainability, assigning accountability within the organization – all help in providing a clear line of sight for achieving the strategy while building confidence in the strategy within the organization itself.

Driver # 5: Implementation

Here is where strategy boils down to business results.  Using all or some of the factors above, one can come up with a great strategy plan, but that does not mean the plan would be successful. Citing Murphy’s Law, anything that could go wrong usually does. The business operations team drives the successful outcome by tracking all aspects of the strategy plan while ensuring that there is no impact on business as usual activities. Skilled operational leaders can translate the strategic dreams into tangible business results.

No one knows the inter-dependencies between people, process and opportunities better than the business operations team in an organization. So why not leverage this team to create fool-proof strategies?

How have you applied innovation into your business operations ? Do you tap this team in your strategic planning process ? Would love to hear from you.