Sales Operations Leaders Meetup: Salesforce Best Practices for Administering Reports & Dashboards
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Transcript of Sales Operations Leaders Meetup: Salesforce Best Practices for Administering Reports & Dashboards
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SALES OPSSFDC BEST PRACTICESReports & Dashboards for SDR Teams
#SALESOPS
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THIS HOUR PANELISTS
#SALESOPS
Daniel BarberDirector, Sales Development & Operations
ToutApp@gaijindan
Bryan Gonzalez
Analyst, Sales Development
PracticeTOPO
@baagonz
Richard Harris,
Owner, The Harris
Consulting Group
@rharris415
Chris Flores,Head of Inside
SalesNamely
@chrisflores22
Michael Farrington,
Chief Product Officer,
Ringlead, Salesforce MVP@michaelforce
Krista CaldwellHost@thekristalee
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MICHAEL FARRINGTON, CHIEF PRODUCT OFFICER, RINGLEAD,
SALESFORCE MVP
#SALESOPS | @MICHAELFORCE
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THE IMPORTANCE OF CLEAN DATA
Problems caused by duplicates:● Unreliable Lead scoring● Multiple reps calling on the same account● Treating existing customer like a net new account
Keys to clean Lead data:● Step one is normalization● Prevention is paramount● Match against Leads AND Contacts
#SALESOPS | @MICHAELFORCE
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LEAD HISTORY TRACKING
#SALESOPS | @MICHAELFORCE
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LEAD HISTORY TRACKING
#SALESOPS | @MICHAELFORCE
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LEAD HISTORY TRACKING
#SALESOPS | @MICHAELFORCE
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LEAD HISTORY TRACKING
#SALESOPS | @MICHAELFORCE
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SUMMARY POINTS
● Duplicate prevention is essential for lead management
● Normalizing your data helps dedupe and with your reporting
● Turn on Lead History Tracking right away
● After some run time, begin to run reports on History Tracking
#SALESOPS | @MICHAELFORCE
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CHRIS FLORES,HEAD OF INSIDE SALES
NAMELY
#SALESOPS | @CHRISFLORES22
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#SALESOPS | @CHRISFLORES22
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#SALESOPS | @CHRISFLORES22
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RIVALRY DASHBOARD
#SALESOPS | @CHRISFLORES22
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• Be Transparent, Don’t Hide Your Metrics• Inputting Data Into Salesforce Is An ART, Hold All Reps Accountable• Stay Data Driven, Learn And Coach From It• Don’t Forget The Basics
SUMMARY
#SALESOPS | @CHRISFLORES22
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RICHARD HARRIS, OWNER, THE HARRIS CONSULTING GROUP
[email protected] 415.596.9149
#SALESOPS | @RHARRIS415
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ACCOUNT PENETRATION
#SALESOPS | @RHARRIS415
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ACCOUNT PENETRATION
#SALESOPS | @RHARRIS415
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PENETRATION REPORT
#SALESOPS | @RHARRIS415
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OTHER FAVORITE REPORT TITLES
SDR / MDR/ BDR• # Conversions by Day, Week, Month (based on
cycle)
• # of Connects by Day, Week, Month (based on cycle)
• # of AE Oppty Accepted / Rejected by AE
– Benchmark team
– Compare individuals to benchmarks
– Will not find the problem but tells you where to start looking
• # of Touches per Conversion
– Benchmark team
– Compare individuals to benchmarks
– Will not find the problem but tells you where to start looking
• Account Penetration Report
AE• Account Penetration Report
• Oppty Avg Age in Stage
– Shows where some people consistently get stuck
– Allows for coaching or feedback to management on marketing, product, etc.
• Average Sales Cycle By Team / Rep
– Can increase urgency
#SALESOPS | @RHARRIS415
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REPORTS TIPS & BEST PRACTICES
1. A great Sales Ops person has the ability to say “no” to everyone in the org and smile while doing it.
2. Make sure you know what behavior you want to modify based on the outcome of the report
3. Just because management wants data, if it does not help the rep hit their targets you will not get buy in from the team.
– The “it’s for the betterment of the company” is lip service and mature reps know it and roll their eyes.
4. You must learn the difference between Better, Faster, and Cheaper when it comes to reports and dashboards and understand the sacrifices associated with each.
5. Executives need to understand that Sales Ops role is for sales it is not a dumping ground for:
– Accounting
– Marketing
– Special Projects
– See Rule #3
#SALESOPS | @RHARRIS415
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BRYAN GONZALEZANALYST, SALES DEVELOPMENT PRACTICE
#SALESOPS | @BAAGONZ
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
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www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics
Today’s Agenda
• Top Challenges to Alignment
• Feedback from Sales
• Closed Loop Process
• Communicating with Sales
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www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics
Top Challenges to Alignment
Failure to implement a closed loop process accounts for most of the top challenges to aligning Sales and Sales Development.
Wide Ratios Between SDRs and Sales
Low Frequency Of Meetings Between SDRs and Sales
Sales is Reluctant to Accept SQLs
No Feedback From Sales
Loosely Defined Lead Handoff Process
Loose SQL Definition
34.1%
18.1%
47.7%
27.2%
22.7%
27.2%
Closed Loop
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www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics
Ad-Hoc Feedback from Sales is the Most Common Means of Communication
Designing a systematic way to manage the lead handoff and feedback process is crucial to alignment. Yet, most companies still rely on ad-hoc feedback from sales.
There is Little to No Structure
Sales Provides Ad-Hoc Feedback
Standing Meeting to Review Leads
Sales Reports into the CRM
17.7%
74.5%
35.3%
52.9%
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www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics
The Closed Loop Process
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www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics
The Closed Loop Lead Statuses
The Closed Loop Process gives you the data you need to drive optimizations in sales development.
Closed Loop Activity Insights
Sales AcceptanceThe process is working. Watch your close rates.
Recycle
Sales may not be executing the first call effectively.Sales may not agree with the SQL definition.The SQL definition may need to be changed.
Unqualified
SDRs need more training qualifying leads. The SQL definition should be revisited and understood by both Sales and Sales Development.
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www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics
Most High Growth Companies Meet Weekly
In 66.7% of strongly aligned companies, sales and sales development meet at least once per month to discuss optimizations in their alignment.
Other
Never
Quarterly
Monthly
Weekly
Daily
13.7%
2.0%
17.6%
17.6%
47.1%
2.0%
FREQUENCY OF MEETINGS BETWEEN SALES AND SALES DEVELOPMENT (% OF COMPANIES)
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DANIEL BARBERDIRECTOR, SALES DEVELOPMENT & OPERATIONS
TOUTAPP
#SALESOPS | @GAIJINDAN
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Empower the Sales Team:
• Industry & Vertical – Bowling Pin Strategy (Geoffrey Moore)• Funding & Market Cap• Geography (reduce degrees of separation and support Events Marketing)• Role (Persona-based)• # of employees• Competitive takeaways
CUSTOMER REFERENCE DASHBOARD
Eric Ries“New customers come from the actions of past customers.
#SALESOPS | @GAIJINDAN
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Rep-level Metrics
• Open %• Click Through %• Replied %• Qual Call %• LinkedIn Activity
SALES LEADERBOARD
Eric Ries
“The current metrics paradigm literally can’t tell the difference between absolute success and total disaster.
#SALESOPS | @GAIJINDAN
Team-level Metrics:
• Template Click Through %
• Top-10 Accounts (engagement data)
• $ Value of Pipeline
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SALES LEADERBOARD
#SALESOPS | @GAIJINDAN
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CUSTOMER REFERENCE DASHBOARD
#SALESOPS | @GAIJINDAN
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Q&A
#SALESOPS
Daniel BarberDirector, Sales Development & Operations
ToutApp@gaijindan
Bryan Gonzalez
Analyst, Sales Development
PracticeTOPO
@baagonz
Richard Harris,
Owner, The Harris
Consulting Group
@rharris415
Chris Flores,Head of Inside
SalesNamely
@chrisflores22
Michael Farrington,
Chief Product Officer,
Ringlead, Salesforce MVP@michaelforce
Krista CaldwellHost@thekristalee
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THANK YOUTHANKYOU