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It is the job of sales operations to ensure that

the technologies and processes are in place to

maximize every opportunity — that task, though, is

getting increasingly complex as the lines between

sales and marketing blur. It used to be that once

the marketing team tossed a lead “over the wall”

to the sales team, it was the end of marketing’s

involvement in the process. Today, the marketing

team is helping to support the sales effort further

along the journey to accelerate the sales cycle.

Alignment between the marketing and sales teams

is crucial in ensuring that sales reps have all the

right resources in front of them when they make

that call to a buyer. Forty percent of sales reps

fail to hit their quota, according to Forrester, while

30% of reps turn over each year and it takes seven

months to ramp up one salesperson.

The customer relationship management (CRM)

system needs to be the central repository, since

it is where sales reps spend the majority of their

time. However, reporting, analytics, data and tools

for tracking pipeline progress and supporting

revenue initiatives are also imperative to converting

leads and accelerating the buying cycle.

Here are 10 tips to help sales operations support the process:

1. Prioritize the right leads.

All leads are not created equal. According to

MarketingSherpa, 61% of B2B marketers send all

leads directly to sales, while only 27% of those

leads will be qualified. A lead scoring system

jointly developed by marketing and sales, and

implemented and supported by sales operations

is a linchpin in the process. A CRM system can

identify which leads are hot.

2. Bring intelligence — not just product information — to the table.

The sales and marketing teams need to collaborate

to ensure sales reps are presenting buyers with

the content and resources that address their needs

in the moment. Having the right sales enablement

tools that work within the CRM system is crucial to

making sure that the content and context adapts to

the buyer’s individual journey.

Salespeople need relevant resources to engage

with prospects about industry trends and identify

situational selling opportunities.

3. Make it easy to find the right resources.

Providing a central hub for all of the content,

subject matter experts, sales tip sheets and other

information gives salespeople the tools they need

to accelerate opportunities.

In many organizations, salespeople rely on the CRM

system for all of their daily activities.

4. Meet buyers where they are in the buying journey.

Buyers may have completed as much as 70%

of their research online before ever talking to

a salesperson. Because buyers come to the

conversation more educated than ever, it is

important to connect with them at whatever point

they are in the process.

A CRM system can help identify the right path for

each type of buyer, taking into account his or her

10 TiPs For AutomAting Crm ProCesses And suPPorting revenue-generAting initiAtives

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profile and the actions he or she has taken. For

example, after a lead has downloaded a white

paper, it may be appropriate to send an invitation

to a webinar.

5. Develop processes that can be applied in multiple situations.

Flesh out scenarios for different types of buyers

and different industries to help salespeople

address some of the key concerns and objections

raised by buyers. Groups of buyers and buyers at

similar points in the buying journey often behave in

similar, predictable ways.

SiriusDecisions calls these “observable outcomes,”

and defines them as measurable, verifiable actions

or responses from a buyer. For example: Has the

buyer identified a budget is available? Has the

buyer provided decision criteria? Did the buyer

schedule a follow-up meeting for a demonstration?

6. Adapt to different selling situations.

While being adaptable seems to contradict point

No. 5, people still buy from people and every

purchase has its own set of requirements. A CRM

system and sales enablement tool can make these

adjustments in real time, so a sales rep is always

presented with the appropriate collateral and

resources for a buyer at that particular moment.

7. Foster a collaborative relationship between sales and marketing.

As marketing looks to improve the lead conversion

process and sales looks to accelerate the sales

cycle, responsibilities are blurring. The goal is more

closed deals.

8. Become a trusted advisor.

Buyers don’t need sales reps to spout the features

of their product, as they have already done as

much as 70% of their research online before

engaging with a salesperson. Buyers are looking

for partners who understand their industry and its

particular challenges. Salespeople who can access

the correct subject matter experts and other

relevant resources from the CRM system will have

an edge.

9. Communicate efficiently and effectively.

The salesperson has just one shot on that first

call to capture the attention of the buyer. Marketing

and sales have to work together on the right

materials to ensure that the first call, and future

calls, are productive.

Speed of response is also essential. According

to research conducted by Dr. James Oldroyd,

Ph.D., the chances of entering the lead into the

sales cycle increase 21 times if called within five

minutes of the sales rep receiving a message from

the buyer compared to 30 minutes.

10. Offer support once the deal is signed.

The sales team will continue to check in with

current customers to see how their needs have

changed and what challenges they are facing. Be

adaptable to any adjustments as they arise to help

foster a long-lasting and profitable partnership

between the company and client.

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When a company embeds its sales processes,

sales tools and sales training in a dynamic platform

that pushes these resources out when and where

the sales team most needs them, it can accelerate

opportunities and drive greater revenue. To learn

more about bridging the gap between opportunity

and revenue, visit www.savogroup.com.

Corporate Headquarters 155 N. Wacker Drive Suite 1000 Chicago, IL 60606 312.506.1700 877.542.7266