November 12, 2024

Issue #693

With tactics to drive productivity, close deals faster, and align your team with big-picture goals, we’re breaking down what you need to evolve sales ops from just support to a strategic growth machine. 

Ready to level up? 

PRINCIPLES

Turn data into dollars

Data is everywhere, but the trick is turning that raw data into actionable insights that power smarter decisions. Sales analytics should do more than crunch numbers — it should give your team a clear path to boost productivity, close deals faster, and align every move with your big-picture goals.

Sales ops leaders, here’s the playbook:

• Rally executive support: Start by building a bold vision for your sales analytics that connects directly with company-wide goals. When leaders are behind it, data gains real power.
• Elevate data literacy across teams: A cross-functional understanding of data ensures everyone’s reading from the same playbook, making analytics a team asset instead of a cryptic language
• Plan for the long game: Map out a roadmap for where analytics will evolve in the next few years. Prioritize the tools that bring the most commercial impact to stay ahead of the curve.

Remember, the end goal is clear: insightful, consistent, and strategic analytics that everyone in your commercial team can act on confidently. 

Turn your data from “nice-to-have” to “must-have” and watch it transform your revenue outcomes.

TACTICS

Strategies that boost performance

Modern sales operations aren’t just about keeping the engine running — they’re about strategic, proactive growth. 

To optimize performance, sales ops teams must evolve from reactive support functions into strategies that boost productivity and align closely with sales goals. 

Here’s a breakdown from Gartner of top priorities and practical steps to make it happen:

1. Build an end-to-end revenue process

Today’s sales operations need seamless workflows across departments to deliver customer-focused value. Align your processes with customer needs and create interconnected workflows that make engagement consistent and strategic.

2. Strengthen your data and analytics strategy

Data governance and literacy are foundational. Poor data quality can lead to inconsistent analytics, so it’s critical to ensure every stakeholder has the insights they need. By focusing on data literacy and governance, sales ops can make data a powerful tool rather than a bottleneck.

3. Embrace technology transformation

With the rise of AI and ML, there’s never been a better time to assess your tech stack. Make sure the tools you’re investing in actually boost productivity for your commercial teams. Focus on tools that provide actionable insights and streamline operations, rather than adding complexity.

For a resilient, efficient sales ops function, Gartner recommends these six actions to help meet internal and external demands:

1. Define mission and purpose: Clarify your objectives, and ensure all stakeholders are on board.

2. Financial planning: Collaborate with finance to set budget benchmarks, manage spending, and communicate the plan effectively.

3. Workforce planning: Catalog essential skills for future success and plan for training or hiring accordingly.

4. Process inventory: Conduct a process audit to identify strengths and gaps.

5. Tech stack roadmap: Plan, build, and monitor your tech stack in alignment with organizational needs.

6. Operational risk management: Assess and prioritize potential risks to ensure smooth operations under various conditions.

By focusing on these priorities, sales ops leaders can build a forward-looking, data-driven, and customer-centric function that drives revenue and optimizes performance across the organization. 

Want to dive deeper? Check out Gartner's complete guide on sales operations strategy.  

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STUFF YOU CAN'T MISS

- November 11-14 — Web Summit — TODAY

70,000 people will gather in Lisbon, Portugal for one of the biggest tech conferences in the world, featuring speakers from leading companies across nearly every technology vertical. Book your ticket to join them here. 

- November 12 - 14 — B2B Forum — TODAY 
B2B Forum, the B2B marketing conference from MarketingProfs, is coming to Boston, MA. Learn how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Register here. 

- November 20 — GTM Partners Better Together Roadshow: San Francisco
If you’re a GTM leader, join the first B2B go-to-market conference focused on unifying teams and tech. The Crossbeam team will be at the next event in San Francisco, learn more here. 

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