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Crew teams have coxswains — team members who sit in the stern of the boat, help steer its path, and direct the rhythm of the rowers. Without a coxswain, even the most incredible group of athletes won’t move as quickly, powerfully, or efficiently as they could.

销售运营专业人士就像销售团队的库克斯斯温。

Channing Ferrer, VP of Sales Strategy and Operations at HubSpot, describes the role as a way to “plan, organize and enhance the sales organization in an effort to maximize productivity.”

在本指南中,您将获得销售运营的介绍,为什么它是您的销售难题中的关键部分,以及如何建立自己的销售OPS团队(或使您现有的一个更强大)。

下载我们的免费销售转换率计算器和指南

以下是销售业务中某人可能会做的日常活动的一些示例:

  • 使用数据和报告在销售过程中就瓶颈做出决定。
  • 支持销售团队寻找新的潜在客户和潜在客户。
  • Implement sales technology and best practices.

销售运营与销售支持

销售运营和销售支持听起来相似。销售支持isalsoworking to improve sales productivity and boost revenue, so do you need both?

简短答案:是的。

“I think of sales enablement as a零件of sales ops,” says Ferrer. “Sales operations analyzes the data and makes decisions, and sales enablement helps roll out those decisions.”

例如,Ferrer解释说,销售行动可能会确定您的销售人员在通过销售过程的发现阶段- 并损害了近距离。因此,销售支持将创建销售培训,以帮助代表进行更好的发现。

还值得注意的是,销售支持通常更活跃earlier在买方的旅程,集中其能源on training and prospect education. Meanwhile, sales operations deals more with the negotiation and closing stages, along with high-level things like territory design and sales compensation.

To make sure your sales ops and sales enablement teams are complementing — not conflicting with — each other,我们建议建立明确的劳动分工。每个部门应具有单独的目标,可交付成果和关键指标。(我们更多地谈论销售运营团队结构以下。)

定期要求两个团队坐下来讨论他们正在进行的项目,以确保他们不重复努力。

销售运营的更广泛目的是提高销售团队的有效性,生产率和业务影响。但是,为了实现这一目标,您的销售行动部门具有许多角色和职责。

1.跨职能合作

销售业务通过在销售和运营计划(S&OP),领导团队开会以确保每个业务职能都保持一致的业务管理流程。

2.销售数据管理

销售运营衡量并评估销售数据,以确定产品,销售流程或广告系列的有效性。通过这样做,销售操作可以验证产品或服务的成功,或者如果数据反映出否则,则可以选择实施新的销售计划或流程。

销售量ops also uses internal performance data, along with外部市场和竞争对手研究, to craft sales strategy and achieve sales goals.

3. Sales Forecasting

By studying and understanding past data and performance trends, sales operations can预测未来的销售and report on future goals and needs. This is important as sales forecasts allow sales teams to spot potential issues while there's still time to avoid or fix them.

For example, let's say your sales operations team uses the销售周期预测模型。如果他们已经确定了您的平均销售周期需要四个月的时间,并且销售人员已经在一个月内工作了一个月,那么销售行动将预测销售人员可能有25%的人赢得这笔交易。

4.潜在客户产生

销售量Operations handles administrative tasks like领先一代and appointment bookings with leads and contacts. They take care of this so that salespeople can focus on selling.

您的销售业务这样做的一种方法是确保强大与(SLA)的啤酒和营销对齐。一个n SLA helps answer questions and clarify communication around how sales teams can follow buyer personas, who on the sales team acceptsmarketing qualified leads, and where content like销售支持生命。

5.绩效管理

销售量operations manages销售代表补偿plans and incentives. They also set rewards for superior performance and establish processes for acknowledging and resolving poor performance.

Moreover, sales operations may conduct regular sales绩效评估或教练销售经理如何对自己的适当审查。While your sales team works on growing your business, sales operations works on improving how you can do business better.

6. Sales Representative Support

销售量operations exists to make salespeople more efficient and impactful. They do this by providing leads, managing transactions, drawing up contracts, and providing training on time management skills.

销售行动还可以购买工具,以帮助减轻销售团队的责任,例如HubSpot的销售CRM,销售中心。

7. Sales Strategy

销售运营团队经常使用其数据分析和预测establish a sales strategy并设定未来的销售目标。该部门还负责建立一个销售流程,以改善转化率,缩短销售周期并最大化销售获胜。

8. Sales Team Communications

销售量operations is responsible for keeping the sales team aligned by reporting on sales and campaign results as well as communicating team news and sales wins.

团队还可以通过建立沟通渠道来做到这一点Slackor an internal wiki. Similarly, they may invest in a客户关系管理软件(CRM)bob电竞官方下载to help ease data and information sharing across your sales organization.

9。销售量Team Organization

销售业务影响销售团队的结构和组织,以最大程度地提高其效率,影响和绩效。

例如,销售OPS团队可能会注意到,有些代表有与小型企业客户合作的优势,而其他人则喜欢与企业级客户合作。注意到这一点,销售行动可能会选择重组团队,以便每位代表都与他们喜欢的客户合作。

10. Technology Management

销售运营通常与IT团队合作监督技术工具和平台的实施和使用,以提高销售效率。

11.区域定义

销售运营负责定义和分配各种sales territories到销售人员。这是一个重要的责任,因为领土通常会确定销售代表的潜在客户选择,可用佣金甚至工作时间。

Given that sales ops also establishes sales strategy and compensation plans, they should also be in charge of territories.

12.培训

建立一个成功的销售团队,销售业务assumes the responsibility oftraining new and current employees。销售行动还可能开发销售指导计划,以维持强大的团队并建立友情。

如果没有有效的销售运营团队结构,就无法实现这些角色和责任。我们接下来谈论这个。

销售量Operations Team Structure

由于如此众多的复杂和关键的责任,成立合适的团队可以制造或打破销售业务的影响。

Example sales operations organization chart总体而言,销售OPS团队的能力可以放在两个桶中:

  1. 战术和支持
  2. 策略和设计

Take a potential sales ops project: setting up and administering thebob全站app公司的CRM。This calls for technical expertise, so it's important to find employees who have a strong operational mindset and are passionate about quality control.

但是说您的销售OPS团队需要完成另一个挑战:优化销售流程的阶段。为此,您需要熟练看到数据模式并设计开箱即用的解决方案的人。

If you want to build a strong sales ops department, make sure you’re hiring people who satisfy both competencies — or multiple people who at least satisfy one or the other — all while remaining true to your mission statement.

销售运营工作类型

一个successful sales ops team structure包括少数不同的职位,所有人都在玩非常重要角色。

销售运营代表

The sales operations representative position is an entry-level sales operations role. A rep should have 0-2 years of experience, excellent attention to detail, technical aptitude, strong communication skills, and familiarity with (or willingness to learn) marketing and sales automation.

销售运营分析师

The sales operations analyst position requires more experience — typically, at least three years in a sales operations role. Asales ops analyst必须能够跨功能,包括产品,营销,分析,工程等。

解决问题的技能和积极主动的职业道德很重要,数据建模,数据挖掘和数据质量管理经验很重要。Excel和商业智能工具的高级知识也非常有价值。

高级销售业务分析师

高级销售运营分析师职位要求4年以上的经验。高级分析师应在CRM,商业智能平台,数据建模和Excel中精通。此外,他们必须具有出色的人际关系和领导能力以及与销售主管合作的能力。

销售业务经理

Someone in asales operations managerposition typically supervises a team of sales operations specialists. For this reason, leadership experience and sales operations knowledge is important. An ideal candidate has 5+ years of experience. They should understand sales methodologies, what drives sales behavior, and how sales processes work. They should also be skilled in data modeling and analytics.

销售业务副总裁(或销售运营高级总监)

The VP of sales operations position will manage a team and work closely with senior leadership. They should have at least 10 years’ experience in sales enablement and several successful leadership roles. An MBA or Masters in a technical field is usually required.

This person must understand how to use a CRM and sales automation tools and have the ability to develop complex financial and operational models using spreadsheets and database software. Presentation and communication skills are also critical.

当您建立,扩展和加强销售OPS团队时,请遵循这些最佳实践,以确保长期价值和影响。

1.定义销售运营任务声明。

使您的销售业务团队和更广泛的销售团队中的每个人保持一致至关重要。Write a mission statementdefining your objectives and purpose, then share it company-wide.

有时,mission statements可能有点模糊。打击这一问题的一种方法是概述您的团队打算实现其使命的几种方法。在HubSpot,我们将其称为“如何”。

一个few examples from this list include:

  • “自动化操作任务和挑战案例队列的新工作负载”
  • “产生高质量的产出,并看到项目到完成和启用”
  • "Prioritize our time for high business impact activities (long and short-term)"

成功的销售操作团队定义了他们的使命和坚持下去,尤其是在与其他团队(例如销售支持)雇用和合作时。

2. Actively collaborate with other teams.

始终如一地检查销售支持,营销和销售,以查看您是否正在解决正确的工作,解决重要问题,而不是重新完成已经完成的任何事情。您还应该定期举行会议。毕竟,销售业务是销售团队的拥护者。

“Have weekly meetings between your heads of marketing operations, demand generation, sales ops, and sales enablement,” Ferrer advises. “There are a lot of levers within sales and marketing ops that shift on a weekly or even daily basis. To ensure alignment, you want constant communication.”

3.建立强大的领导力。

确保销售业务由副总裁,董事或经理领导。该专业人员应向总裁,首席执行官或首席运营官报告 - 或者,或者是高级销售负责人。重要的是,销售OPS与高管具有相对直接的线路。

Ferrer recommends having sales operations belong to sales rather than marketing.

“Although sales ops and marketing work closely together, it’s critical that sales ops really understands the overall sales strategy,” he says. “They need to be in the same department.”

4. Shadow the sales team.

使您的成员必须sales ops team to shadow salespeople每季度一次。这使他们有机会亲眼目睹销售中的共同挑战,并看到他们的工作所产生的影响。它还允许两个部门建立更牢固的联系。

5.明智地介绍技术。

Use technology to automate as much as possible for salespeople. Not only do tedious manual processes take time away from selling, they’re also bad for morale and lead to expensive mistakes. This technology could include(CRM) software, email automation software, lead prioritization engines, orsales software

在这一点上,使用所需的任意数量的工具 - 不再使用。技术可以极大地提高您的销售团队的效率,但如果他们在20多个工具之间切换,则不会。在您确切弄清楚它将在其销售过程中扮演什么角色,并确保他们可以轻松,快速实施和使用它,否则不要在堆栈中添加新的堆栈。如果您将繁琐或过于复杂的工具包迫使代表,他们只会拒绝采用它。

6. Don't hesitate to innovate.

销售量operations should be continually innovating. A sales process should always be in flux as you learn new things about your prospects and customers, the market changes, and your products evolve.

Of course, you don't want to change it so frequently your salespeople get whiplash, but you should be making constant tweaks and updates to help them get the best results possible.

Hop Into Sales Ops

For almost 50 years, sales operations departments have been improving sales team efficiency and impact across the globe. What was once considered an auxiliary team is now a critical piece of the sales puzzle.

最重要的是,销售业务创建了一个用于销售的系统。通过利用数据,洞察力和技术,销售行动专业人士推动战略,绩效和可持续增长。

Follow these tips to guide your sales team to success.

编者注:该帖子最初于2017年8月发表,并已更新以进行全面性。

通过有效的技术SEO改进您的网站。首先进行此审核。  

新的呼吁行动

Originally published Apr 20, 2021 1:15:00 PM, updated April 20 2021

话题:

销售量Operations