Sales Operations Maturity Assessment
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The document provides an assessment of a company's sales operations maturity across several key areas including recruitment and retention, consultative sales training, key account planning, sales tools, sales productivity management, sales analysis and forecasting, CRM usage, sales compensation, and sales and marketing alignment. It identifies areas that score low on maturity assessments and provides recommendations for improving processes and capabilities in each area.
Sales Operations Maturity Assessment
- 1. Sales Operations Maturity Assessment Sales Success Drivers Scores Recommendations Recruitment & Retention Establish your new hire success rate and profile the characteristics of those New hires achieve sales targets in 3 months of being recruited and trained 1 reps who hit the ground running. Analyze how many of your sales reps are achieving their on-target earnings. A solid Sales Compensation Plan is in place to retain top staff 2 Set goals to improve. Use our Sales Skills Assessment tool to evaluate your reps against the team Skills Assessments are used to profile top performers & screen new hires 1 average and top performer. We validate candidates writing & presentation skills, education & past 4 0 Invite your VP marketing and a top sales rep to your interviews to get a At least 2 other team members are part of the evaluation process 1 balanced perspective. Consultative Sales Training We have adopted a consultative sales methodology such as SPIN Selling 4 0 Ssales representatives are capable of discussing real customer needs 5 0 Use our Key Account Plan, Key Account Analysis, and Stakeholder Analysis Key Account Planning & Stakeholder Analysis tools are in place 3 Matrix tools for training. Develop a sales training manual that defines the sales process and has CRM A comprehensive Sales Training Manual with Sales Tools has been created 2 system screenshots & FAQs. Sales Training Workshops are conducted at least once per year 4 0 Use our Sales Script, Sales Presentation, and Sales Proposal tools to We use standardized Sales Scripts, Presentations, and other collateral 3 standardize your communications. Sales Process
- 2. Outline very specific criteria for promoting opportunities to the next stage in the We have a defined Sales Process with specific criteria for each stage 1 pipeline. Have a one hour meeting with each department to communicate how the Our sales process is well understood by all departments in the company. 2 organization's sales process works. Ensure that you have a database of all your rep's sales opportunities that can We can organize/asses our opportunities by stage in our sales process. 1 be sorted and analyzed easily. Establish a process for communicating new opportunities that are close to Other depts have ample notice to prepare for new customer projects. 2 closing to all relevant departments. Develop a key account planning process to includes protocols for service calls We have a documented process for handling our key accounts 1 and identifying opportunities. Try to integrate a quote management system within your CRM system. If not, Sales reps can easily develop standardized quotes for customers. 2 create a standard quoting tool. Sales Tools Our sales people have access to all client data remotely 5 0 Ensure that all laptops are backed up on a minimum of a weekly basis to Laptops are equipped with secure remote access & back up is in place 3 mitigate risk of theft or damage. We have a consolidated cell phone and/or PDA plan 4 0 Our PDAs are integrated with our CRM 4 0 Consolidate your travel booking for sales reps with one administrator or travel Travel plans are booked for our sales people 2 agent to keep reps producing. Sales Productivity Management We know how many sales representatives have not achieved their quota 5 0 During performance reviews, discuss productivity metrics and set goals for Productivity metrics are assessed during performance reviews 3 improving results with more activity. Use our Sales Productivity Metrics tools to track results on a weekly, monthly, Productivity Metrics are tracked, monitored, and measured 3 and quarterly basis. Talk to your high performing reps about also leading the team with their Our top performing representatives are also highly productive 2 productivity stats.
- 3. Provide proactive coaching and oversight to reps to ensure they are hitting We have defined minimum standards for sales productivity metrics 3 minimal productivity results. We can verify our sales productivity metrics with a reporting system 5 0 Sales Analysis & Forecasting Review forecasted vs. actual results to tighten up your forecasting accuracy. Our department-based quarterly sales forecasts are usually within 5-10% 1 Reward reps for accuracy. Use our Sales Forecasting Tool to provide reps with a standardized opportunity Each sales representative provides an accurate pipeline/funnel 3 management tool. We analyze sales results by product/service, market segment, etc 5 0 Break your annual sales goal down into individual targets for sales reps and Annual sales plans are created to set goals and quotas 3 track progress monthly. Work with your IT manager to develop custom reports in your CRM system to It is easy for sales management to obtain reports on sales 1 easily view sales results. Use our Sales Analyst Job Description to document the key responsibilities for We have a dedicated Sales Analyst who analyzes results and builds reports 1 this team member. SFA/CRM Evaluate some popular CRM systems to determine if you have the functionality Our current SFA/CRM System is meeting our business needs 2 you need long-term. Conduct a data quality audit to determine the cleanliness of your data. De- We are confident that the data inside our CRM system is accurate 2 duplicate records often. Set a policy that requires all senior managers, sales reps, and marketing staff to Over 90% of our employees have adopted our CRM system 3 use the CRM system. We have a CRM Administrator who can build reports, provide training, etc. 4 0 Ask your CRM system vendor if their application can integrate with third-party Our CRM System is integrated with a lead generation system 1 lead management applications. Sales Compensation Pay range for role is established & target salary/commissions identified 4 0
- 4. Our plan is designed to reward top performers 4 0 Our sales compensation plans are driven from business goals & objectives 5 0 Following the rollout of a new compensation plan, track the actual payouts to We regularly analyze actual versus modeled results 2 see if your model works as planned. Sales & Marketing Alignment Marketing campaigns are coordinated with follow up sales activities 5 0 Have an open book policy for sharing information on active pipeline Marketing & Sales openly share pipeline & work together 2 opportunities to promote trust & alignment. Survey the sales team to identify which marketing collateral is helpful and what Marketing & Sales are trusted partners & collaborate closely on all fronts 2 needs to be redesigned. Use our Qualified Lead Definition Tool to agree on the criteria that make up a Sales & Marketing have a common definition for a 'qualified lead' 3 marketing qualified lead. Sales Leadership & Management All of our sales managers have successful experience in front-line selling 4 0 Proactively groom new sales leaders and managers by inviting Sales to Our managers are involved in formal succession planning 2 participate in succession planning. Sales Management analyzes our team's opportunity pipeline stages 4 0 Our sales managers create a positive sales culture 5 0 Performance Reviews are tied to key metrics for productivity & revenue 4 0
- 5. Weighting Customize this tool by changing the weighting scale for each assessment category. Weighting Scale Sales Sales & Sales Recruitment & Consultative Sales Analysis Sales Retention Sales Training Sales Process Sales Tools Productivity & Forecasting SFA/CRM Compensation Marketing Leadership & Total Management Alignment Management 10% 10% 15% 5% 10% 10% 15% 10% 10% 5% 100%
- 6. Self Assessment Rank your organization's compliance with each best practice using the drop-down box in the Score column. Recruitment & Retention Description of Best Practices Score Notes/Comments New hires usually achieve their sales targets within 3 months of being recruited and trained. 1 We have a solid Sales Compensation Plan to retain top staff with over 50% achieving on-target-earnings. 2 Sales Skills Assessments are used to profile our top performers, screen new hires, and inform training needs. 1 We validate each candidates writing skills, presentation skills, education and past employment. 4 At least 2 other team members are part of the evaluation process. 1 Consultative Sales Training Description of Best Practices Score Notes/Comments We have adopted a consultative sales methodology such as SPIN Selling, Miller Heiman, etc. 4 Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5
- 7. Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5 Key Account Planning, Stakeholder Analysis, and/or Territory Management tools are in place to assist reps. 3 A comprehensive Sales Training Manual with Sales Tools has been created to document our methods. 2 Sales Training Workshops are conducted at least once per year to maintain continuous improvement. 4 We use standardized Sales Scripts, Presentations, Proposals, and other collateral to maintain consistency. 3 Sales Process Description of Best Practices Score Notes/Comments We have a defined Sales Process with specific criteria for each stage in the opportunity pipeline/funnel. 1 Our sales process is well understood by all departments in the company. 2 We are able to organize/asses our opportunities by stage in our sales process. 1 Other departments have ample notice to prepare for new customer projects. 2 We have a documented process for handling our key accounts and prospects. 1
- 8. We have a documented process for handling our key accounts and prospects. 1 Sales reps can easily develop and provide standardized quotes for customers. 2 Sales Tools Description of Best Practices Score Notes/Comments Our sales people have access to all client data remotely. 5 Laptops are equipped with secure remote access and a back up strategy is in place for remote workers. 3 We have a consolidated cell phone and/or PDA plan. 4 Our PDAs are integrated with our CRM. 4 Travel plans are booked for our sales people to save them time and consolidate our business with one supplier. 2 Sales Productivity Management Description of Best Practices Score Notes/Comments We know how many sales representatives have not achieved their quota for the past 2 quarters. 5 Productivity metrics are reviewed and goals are set during performance reviews. 3
- 9. Productivity Metrics are tracked, monitored, and measured (# dials, appointments, new opportunities, etc). 3 Our top performing representatives based on revenue are also highly productive and set a good example. 2 We have defined minimum standards for sales productivity metrics (work ethic) and enforce adequately. 3 We can verify our productivity metrics (dials, new opportunities created, etc) with a reporting system and reps can view their productivity throughout the day. 5 Sales Analysis & Forecasting Description of Best Practices Score Notes/Comments Our department-based quarterly sales forecasts are usually within 5-10% of actual sales results. 1 Each sales representative provides an accurate sales opportunity pipeline/funnel on minimum monthly basis. 3 We analyze sales results by product/service, market segment, channels, sales representatives, etc. 5 Annual sales plans are created to set goals and quotas for the team and individual sales representatives . 3 It is easy for sales management to obtain reports on sales results by product, segment, channels, reps, etc. 1 We have a dedicated Sales Analyst who analyzes results and builds reports. 1
- 10. We have a dedicated Sales Analyst who analyzes results and builds reports. 1 SFA/CRM Description of Best Practices Score Notes/Comments Our current Sales Force Automation/CRM System is meeting our business needs and will for next 18 months. 2 We are confident that the data inside our CRM system is accurate (no duplicates, incorrect information, etc). 2 Over 90% of our sales representatives, managers, and senior executives have adopted our CRM system. 3 We have a competent CRM Administrator who can build reports, provide training, and customize our system. 4 Our CRM System is integrated with a lead generation system providing lead scoring & prospect analytics. 1 Sales Compensation Description of Best Practices Score Notes/Comments We establish the pay range for each role and identify the target salary, commissions to be competitive in our market. 4 Our plan is designed to reward top performers. 4 Our sales compensation plans are driven from business goals and objectives. 5
- 11. Our sales compensation plans are driven from business goals and objectives. 5 We regularly analyze actual versus modeled compensation results. 2 Sales & Marketing Alignment Description of Best Practices Score Notes/Comments Marketing campaigns are coordinated with follow up sales activities. 5 Marketing & Sales openly share pipeline and work together to improve the flow of leads in the sales process. 2 Marketing and Sales are trusted partners and collaborate closely on all fronts (including the creation of marketing materials). 2 We have a common definition for a 'qualified lead' between sales & marketing. 3 Sales Leadership & Management Description of Best Practices Score Notes/Comments All of our sales managers have successful experience in front-line selling and are respected as such by sales reps. 4 Our sales managers are involved in formal succession planning. 2 Sales Management analyzes our team's opportunity pipeline stages carefully to ensure we meet our targets. 4
- 12. Sales Management analyzes our team's opportunity pipeline stages carefully to ensure we meet our targets. 4 Our sales managers create a positive sales culture by empowering, educating & energizing our sales force. 5 Performance Reviews are tied to key sales metrics for productivity & revenue. 4
- 13. Current Goal Sales Operations Success Drivers Sales Operations Maturity Index State State Recruitment & Retention 1.8 2.3 Recruitment & Retention Consultative Sales Training 3.5 4.0 5.0 Sales Leadership Consultative Sales & Management 3.8 4.0 Training Sales Process 1.5 2.0 3.5 3.0 1.8 Sales Tools 3.6 4.1 2.0 Sales & Marketing Sales Process Alignment 3.0 Sales Productivity Management 3.5 4.0 1.0 1.5 0.0 Sales Analysis & Forecasting 2.3 2.8 Sales 3.8 3.6 Sales Tools Compensation SFA/CRM 2.4 2.9 2.4 Sales Compensation 3.8 4.3 2.3 3.5 Sales Productivity SFA/CRM Management Sales & Marketing Alignment 3.0 3.5 Sales Analysis & Forecasting Sales Leadership & Management 3.8 4.3 Sales Operations Score (out of 100) 54