Sales Ops: what it is and why you should structure it in your company

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Automating sales processes is essential for companies that want to improve their relationships with their customers, speed up the sales cycle and reduce efforts to sell more. But to do this, it is necessary to be organized and, above all, to monitor indicators. This is where Sales Ops comes in, a system for generating metrics and assisting in the strategic planning of sales actions and approaches.

Follow the text to understand more about Sales Ops and the importance of structuring it in your company.

What is Sales Ops?
Sales Ops — short for Sales Operations — is an operations system that analyzes indicators (KPIs) and other information relevant to your business, with the aim of optimizing commercial processes and increasing sales.

If in small companies one professional may be enough to perform all functions, in B2B organizations it is recommended to invest in a Sales Ops department to scale their business more quickly.

Therefore, in large companies it is interesting to hire professionals dedicated to Sales Ops, in addition to SDRs (Sales Development Representatives) and the SDR Manager. One of the main functions of those who work in this role is to suggest improvements in the approach and execution of sales strategies to generate scalability and predictability.

See other Sales Operations responsibilities:

Structure performance indicators to measure sales performance;
Track data and generate reports;
Analyze indicators according to the organization's goals;
Suggest improvements to the sales process or optimize them;
Monitor the alignment of Sales Ops with the defined strategic planning;
Identify bottlenecks in the stages of the sales process, from prospecting to converting a lead.
As you can see, Sales Ops manages all sales operations and helps achieve goals by providing data and support for decision-making.

In fact, Sales Ops analyzes not only information from the sales sector, but also from marketing. Let's take a look at the main benefits?

Benefits of Sales Operations for B2B Companies
We live in the so-called “Data Age” and there is no longer any justification for not considering it in your business. In fact, it is a prerequisite for companies that want to remain in the market.

Therefore, there is no longer room for decision-making based on guesswork. You need to optimize your actions based on solid information, which is why Sales Ops is so relevant. The system makes it easier to create indicators — as well bulgaria telemarketing data as monitor them — and reduces the chances of your salespeople making mistakes.

Check out the main benefits of Sales Operations:
Forecasting entries: monitoring data and metrics allows you to identify the number of leads in the pipeline, measure qualified leads, obtain more accurate forecasts and predict entries, which helps define more efficient goals and planning.
More assertive decision-making: with access to reliable data, it is easier and faster to identify bottlenecks and other problems in the commercial process. One consequence of this is the optimization of processes and increased productivity.
Greater sales efficiency: Your salespeople’s work becomes more efficient because Sales Ops creates a sales standard in your company. This way, everyone better understands when and what should be done at each stage of the sales process. This impacts not only efficiency but also increases the trust of your customers.
Scalable growth: a well-structured sales process produces more revenue without requiring more spending on attracting and converting leads. Your organization becomes scalable because it will be able to grow quickly and effectively.
Increased scalability: structuring the sales process also makes it easier to scale the sales team, which is essential for adjusting your processes as the company grows.
Good reasons to have a Sales Ops in your company, right? This should be seen as a strategic and essential department for B2B organizations . Now, let's see how to structure it!

How to structure Sales Ops in your organization
First, you should check whether just one professional is enough for this role or whether you need to create a department. After confirming your demand, you can start structuring your Sales Ops.

1. Structure the sales process
Your sales process must be well structured before investing in Sales Ops. If this is not your context, focus on this step first. With a defined process, Sales Operations will be able to monitor and optimize it more efficiently.

2. Form a team
With a structured sales process, you can now form your sales operations team. You can include the following positions:

Director: to manage the team and ensure the alignment of actions with the strategic planning defined by the organization;
Manager: responsible for developing sales teams and processes, as well as modeling and analyzing data;
Analyst: to create and analyze data, and forward it to managers;
Assistant: professional responsible for generating reports, researching information and KPIs.
3. Define the metrics
Metrics and KPIs are essential for Sales Ops . Define the ones that are most significant for your business. Once you have listed them, measure current results and project them for future periods.

Tip: Choose a professional to monitor the metrics for each sector, for example, one for marketing and another for SDRs.

Here are some metrics you can include:

Customer Acquisition Cost (CAC);
Churn Rate;
Conversion rate in the funnel;
Closing rate;
Sales cycle time;
Average ticket;
Closing forecast.
4. Establish common practices
Establish common practices that should be followed by your sales operations team. In addition to KPIs, information such as persona, business objectives, strategies, operations tutorials and sales scripts should be clarified to the team.

By doing this, your Sale Ops will be able to follow each step of the sales process and find potential gaps and opportunities.

Tip: Break down each phase of the process to analyze it in detail and identify problems faster.

5. Guide your team and encourage monitoring of results
Once you have results from your metrics available, guide your team on the necessary improvements and propose changes. Remember that this is an ongoing process, so it is very important to make adjustments from time to time.

Also encourage your team to continue monitoring the results and make any further adjustments that are identified.

That’s it! By following these guidelines, your organization’s Sales Ops implementation will have a better chance of success!