outbound marketing

This book will teach you about sales operations and outbound marketing , why they’re important, and how to start (or enhance) your own field sales force.

Members of the company who sit in the stern of the boat, help steer it, and guide the rowers’ rhythm are known as coxswains. Even the most talented athletes will be unable to move as quickly, forcefully, or efficiently without the assistance of a coxswain.

The sales operations professional like outbound marketing serves as the coxswain for sales teams.

The role is to “plan, manage, and optimize the sales organization in order to increase productivity,” according to Channing Ferrer, VP of Sales Strategy and Operations at HubSpot.

Sales Operations

Sales Operations is responsible for everything from sales strategy, marketing plans, and territory architecture and synchronization to sales performance improvement, compensation plans, sales automation, training, and data tracking. On the other hand the promotion of a product via ongoing advertising, promotions, public relations, and sales is known as outbound marketing.

Related: What is sales training?

What Are The Sales Team’s Responsibilities?

By reducing friction in the sales process, Sales Operations, also known as Sales Ops, helps your salespeople and outbound marketing team be more efficient and effective. Everything that helps your sales teams achieve and maintain long-term success falls under this department’s purview.

Here are a few examples of what a sales operations manager might do on a daily basis:

What Exactly Are The Goals Of Sales Operations?

Sales operations and outbound marketing specialists help sales teams improve their performance, hit targets faster, and make sales processes run more smoothly. Senior executives and salespeople may benefit from field sales groups to help them synthesize data about the sales experience in order to improve it.

Sales Enablement vs. Sales Operations: What’s the Difference?

“Sales operations” and “sales enablement” are two terms that are interchangeable. Do you need both? Sales enabling improves sales productivity, so do you need both?

Yes, in a nutshell.

“I consider sales enablement to be a part of sales operations,” Ferrer explains. “Sales operations analyzes data and makes choices, while sales enablement assists in the implementation of those decisions.”

According to Ferrer, sales operations may decide that your salespeople are moving too quickly through the discovery stage of the sales process, resulting in reduced close rates. As a result, sales enablement would give sales training to help reps perform a better job of discovery.

1. Cross-Functional Collaboration

Sales operations and outbound marketing acts as an advocate for your sales team by participating in sales and production planning (S&OP), a business administration process in which leadership teams assemble to guarantee that each company function is synchronized.

2. Sales Data Management

Sales operations and outbound marketing examines and assesses sales data to determine the performance of a product, sales method, or campaign. If the data reveals otherwise, sales operations may choose to confirm a product’s or service’s success, or establish a new sales plan or technique.

Sales operations construct sales strategy and tactics using internal performance data as well as external market and competitor analysis.

Related: What is a sales funnel?

3. Sales Forecasting

By analyzing and interpreting historical data and performance trends, sales operations and outbound marketing may forecast future sales and report on future targets and demands. This is crucial because sales forecasting allows salespeople to spot potential problems early on, while they are still manageable.

Assume your sales operations department use prediction models based on the sales cycle duration. If a salesperson has been chasing an account for a year and your average sales cycle is four months, sales operations will forecast that the salesperson has a 25% probability of obtaining the contract.

4. Generating Prospects

Sales Operations is in charge of administrative tasks including lead creation and appointment scheduling with prospects and contacts. They take care of it so that salespeople may focus on selling.

Establishing great sales and marketing alignment with an integrated sales and marketing strategy is one way your sales operations may achieve this (SLA). An SLA may help with communication by addressing concerns such as how sales teams can follow buyer profiles, who on the sales team accepts marketing qualified leads, and where information such as sales strategy is held.

5. Productivity Administration

Sales operations and outbound marketing is in charge of sales rep pay and incentive methods. They also devise strategies for identifying and correcting poor performance as well as establishing rewards for exceptional performance.

In addition, sales operations may conduct periodic sales performance assessments or teach sales managers on how to conduct their own evaluations. While your sales team is working to grow your business, sales operations is working to improve how you do business.

6. Sales Representative Support

The purpose of sales operations is to improve the effectiveness and efficiency of salespeople. This is accomplished through lead generation, transaction management, contract writing, and time management training.

Sales operations can also purchase solutions such as HubSpot’s Sales CRM, Sales Hub, to help its salespeople meet their goals.

7. Marketing Strategy

Field sales teams commonly employ research techniques and forecasting to build a sales plan and specify future sales objectives. The department is also in charge of creating a sales process that boosts conversions, shortens sales cycles, and boosts sales wins.

Related: What Is Lead Nurturing And What Are The Right Tactics?

8. Interaction With Other Members Of The Sales Team

By reporting on sales and campaign performance and sharing team news and sales triumphs, selling keeps the sales team on track.

Using communication channels like Slack or an internal wiki might also aid the team in this endeavor. They might also invest in customer relationship management software (CRM) to let your sales force share data and information more easily.

9. Establishing A Sales Team

Sales operations have an influence on the structure and organization of the sales force in order to maximize efficiency, impact, and performance.

The sales operations staff and outbound marketing, for example, may see that certain sales people thrive at working with small firms while others prefer to work with huge organizations. When sales operations detects this, they may decide to reorganize the team such that each rep is paired with clients they enjoy.

10. Technology Management 

Sales operations controls the implementation and use of technical tools and platforms to improve sales effectiveness, often in collaboration with the IT team.

11. What Is The Definition Of A Territory?

The sales operations department is in charge of establishing and assigning sales territories to salespeople. Because territories usually limit prospect selections, available commission, and even work hours for salespeople, this is a key job.

Territory management should be under the direction of sales operations, as they determine sales strategy and pay plans.

12. Education And Training

Sales operations and outbound marketing is in charge of training new and current employees so that an effective sales force may be established. Sales operations may build sales mentoring programs in order to keep a strong workforce and foster camaraderie.

These responsibilities and obligations cannot be carried out without a well-organized sales operations team.

Sales Team Director

In sales operations, a field sales associate is an entry-level role. A sales representative should have 0-2 years of experience, remarkable attention to detail, technical acumen, excellent communication skills, and marketing and sales automation competence (or a desire to learn).

Marketing Operations Specialist

The position of sales operations and outbound marketing analyst requires more experience, often at least 3 years in a sales operations role. A sales operations analyst must be able to work with employees from several areas, such as product, marketing, analytics, and engineering.

Experience with information models, data mining, and data governance, as well as problem-solving skills and a proactive work ethic, are all required. Advanced Excel and business intelligence tool knowledge is also advantageous.

Senior Sales Operations Researcher

For the position of senior sales operations analyst, a minimum of four years of experience is necessary. A senior analyst should be conversant with CRMs, business intelligence systems, data modeling, and spreadsheets. They must also have strong management and communication skills, as well as the ability to work with salespeople.

Director of Sales Operations

A sales operations manager is generally in charge of a team of sales representatives. As a result, sales operations expertise and leadership experience are required. It is preferred that the candidate has at least 5 years of experience. They should understand sales tactics, as well as what motivates sales behavior and how sales processes operate.

Sales Supervisor

A telesales manager is usually in charge of a group of sales operations professionals. As a result, sales operations expertise and leadership experience are required. It is preferred that the candidate has at least 5 years of experience. They should be familiar with sales tactics, as well as what motivates salespeople and how sales processes function. They should also be able to model and analyze data.

Best Practices in Sales Operations

1. Create A Stated Mission For Sales Operations.

It’s critical that everyone on your sales operations team and the rest of your sales team is on the same page. Create a mission statement that outlines your goals and objectives, and then distribute it throughout the firm.

Mission statements might be a little hazy at times. Outline a few methods your team expects to accomplish its purpose as one strategy to fight this. At HubSpot, we refer to this as our “How.”

Here are a few of the items on the list:

“With a new load, automate operational tasks and put the case queue to the test.”

“Deliver high-quality work and complete projects in a timely and efficient manner.”

“Assign our time to initiatives that will have a significant long-term and short-term business impact.”

A successful sales operations team sets and sticks to a goal when it comes to hiring and collaborating with other teams, such as sales enablement.

2. Maintain Regular Communication With Various Teams.

Regularly check in with sales enablement, marketing, and sales to ensure you’re doing the right thing, addressing the right issues, and not redoing anything you’ve already done. Meetings should also be scheduled on a regular basis. Sales operations, after all, represent the sales team.

Weekly meetings with the heads of marketing, sales opportunities, sales operations, and sales enablement, according to Ferrer, are a good idea. “In sales and marketing operations, there are a number of levers that move on a weekly or even daily basis. Constant communication is required to achieve alignment.”

3. Create A Strong Leadership Team.

Ensure that a vice president, director, or manager is in control of sales operations. This person should report to the company’s president, CEO, or COO, or a senior sales executive. It’s vital for sales operations to have a direct line of communication with management.

According to Ferrer, sales operations, rather than marketing, should be the job of sales.

“While sales operations and marketing work closely together, it’s critical for sales ops to understand the whole sales plan,” he says. “They have to work in the same department together.”

4. Pay Attention To The Salespeople.

Make it a mandatory for members of your sales operations team and outbound marketing to observe salespeople once a quarter. This gives students personal experience with the issues that salesmen encounter as well as the impact that their efforts may have. It also aids in the strengthening of the two departments’ relationship.

Related: Lead Generation: Can It Be Useful For Your Products?

5. Incorporate Technology Into Your Lessons In A Smart Manner.

As much as feasible, use technology to assist salespeople in automating their processes. Mechanical methods not only detract from sales, but they’re also bad for morale and can lead to costly mistakes. This technology includes CRM software, e-mail programs, lead sorting engines, and sales software.

Use only as many tools as you need at this time. Your sales team can be more productive with technology, but not if they’re moving between 20 or more tools. Don’t add anything else to their stack until you know exactly what role it will play in their sales process and that it will be easy to integrate and use.

6. Don’t Be Hesitant To Experiment With New Things.

The sales staff should be constantly developing. Your sales process should evolve as you learn more about your potential customers, the business market changes, and your products change.

Of course, you don’t want to change it so frequently that your salespeople have whiplash, but you should tune and update it on a regular basis to help them get the best possible results.

Begin your journey into the world of sales operations.

For more than 50 years, field sales teams and outbound marketing have been improving sales team performance and impact all around the world. What was formerly thought of as a support group has evolved into a vital piece of the sales jigsaw.

More than anything else, sales operations develop marketing and promotion. Data, analytics, and technology are used by field sales specialists to drive strategy, performance, and long-term growth.