sales operations leaders meetup: salesforce best practices for administering reports &...

SALES OPSSFDC BEST PRACTICESReports & Dashboards for SDR Teams

#SALESOPS

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

MICHAEL FARRINGTON, CHIEF PRODUCT OFFICER, RINGLEAD,

SALESFORCE MVP

#SALESOPS | @MICHAELFORCE

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

LEAD HISTORY TRACKING

#SALESOPS | @MICHAELFORCE

LEAD HISTORY TRACKING

#SALESOPS | @MICHAELFORCE

LEAD HISTORY TRACKING

#SALESOPS | @MICHAELFORCE

LEAD HISTORY TRACKING

#SALESOPS | @MICHAELFORCE

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

CHRIS FLORES,HEAD OF INSIDE SALES

NAMELY

#SALESOPS | @CHRISFLORES22

#SALESOPS | @CHRISFLORES22

#SALESOPS | @CHRISFLORES22

RIVALRY DASHBOARD

#SALESOPS | @CHRISFLORES22

• 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

RICHARD HARRIS, OWNER, THE HARRIS CONSULTING GROUP

RICHARD@THEHARRISCONSULTINGGROUP.COM 415.596.9149

#SALESOPS | @RHARRIS415

ACCOUNT PENETRATION

#SALESOPS | @RHARRIS415

ACCOUNT PENETRATION

#SALESOPS | @RHARRIS415

PENETRATION REPORT

#SALESOPS | @RHARRIS415

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

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

BRYAN GONZALEZANALYST, SALES DEVELOPMENT PRACTICE

TOPOBRYAN@TOPOHQ.COM

#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

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

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

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%

www.topohq.com© 2015 TOPO. All rights reserved.Sales Development Metrics

The Closed Loop Process

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.

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)

DANIEL BARBERDIRECTOR, SALES DEVELOPMENT & OPERATIONS

TOUTAPP

#SALESOPS | @GAIJINDAN

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

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

SALES LEADERBOARD

#SALESOPS | @GAIJINDAN

CUSTOMER REFERENCE DASHBOARD

#SALESOPS | @GAIJINDAN

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

THANK YOUTHANKYOU