2018 Sales Operations Optimization Study - CSO Insights
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
CSO Insights 2018 Sales Operations Optimization Study Page 1 2018 Sales Operations Optimization Study © 2018 Miller Heiman Group. All rights reserved.
CSO Insights 2018 Sales Operations Optimization Study Page 2 Terms and Conditions Printed in the United States of America. Except as informing themselves on the matters that form the permitted under the United States Copyright Act of subject of this publication. It is licensed with the 1976, no part of this publication may be produced or understanding that neither the authors nor those distributed in any form or by any means, or stored individuals interviewed are engaged in rendering in a database or retrieval systems, without the prior legal, accounting, or other professional service. If written permission of the publisher. For additional legal or other expert advice is required, the services information, contact Miller Heiman Group, Inc. 10901 of a competent professional person should be sought. W. Toller Drive, Suite 202, Littleton, CO 80127 email: The publisher assumes no responsibility for any use info@csoinsights.com to which the purchaser puts this information. The reader understands that the information and data All views expressed in this report are those of the used in preparation of this report were as accurate as individuals interviewed and do not necessarily reasonably possible at the time of preparation by the reflect those of the companies or organizations they publisher. The publisher assumes no responsibility to may be affiliated with Miller Heiman Group, Inc. update the information or publication. The publisher All trademarks are trademarks of their respective assumes that the readers will use the information companies. contained in this publication for the purpose of © 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 3
Executive Summary
INSIDE THIS REPORT “deliver key decision-making data to executives.”
This is CSO Insights’ first annual Sales Operations This fits with broad trends in sales analytics and the
Optimization Study. It draws upon detailed responses increasing need for planning to be informed by more
provided by more than 300 study participants from all detailed and specific information.
over the world to create a snapshot of sales operations
as it is today. Sales operations has a very wide range of
responsibilities. The study identified 16 business
The increasing recognition of the role ops can activities and measured five levels of involvement in
play in improving sales performance has many each.
parallels with the emergence of sales enablement
as an indispensible dimension of the modern sales A formal forecasting approach, with accuracy
organization. This new report takes its place alongside targets and measurement in place, outperforms all
our annual sales enablement studies as part of CSO other approaches. Subjective, “gut feel” forecasting
Insights’ continuing efforts to advance the science of gets sub-par results. Formal, structured forecasting
selling through research. processes lead to higher win rates for forecasted
deals.
MAJOR FINDINGS
CRM systems have been almost universally
Sales operations is widely established as a implemented, but adoption rates are a different
dedicated function in the tech industry and in story. Only 47% of study participants reported an
larger companies. The majority of study participants adoption rate of greater than 90%. High adoption
reported that their organizations have a dedicated combined with a rigorous sales process sets the
sales operations team, with technology and quarter- basis for achieving better and more predictable sales
billion-dollar companies leading the way. results.
Sales leaders need, and expect, decision-making Sophisticated new sales tools are on the rise, but…
data from sales operations. When asked to name sales New tools present new challenges, particularly in the
operations “areas that need the most improvement in areas of training, integration, and getting full value
the next 24 months” the highest-ranked answer was, from the investment.
© 2018 Miller Heiman Group. All rights reserved.
CSO Insights 2018 Sales Operations Optimization Study Page 4 TABLE OF CONTENTS Chapter 1: Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 2: Sales Operations Areas of Responsibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Chapter 3: Sales Operations’ Priorities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 4: Forecasting Review. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Chapter 5: Utilization of CRM and Sales Effectiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Chapter 6: Sales Tools & Technology for Sales Operations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Chapter 7: Takeaways and Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 © 2018 Miller Heiman Group. All rights reserved.
CSO Insights 2018 Sales Operations Optimization Study Page 5 Chapter 01 Introduction © 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 6
Chapter 1: Introduction
Almost no sales leader would dispute the need to enablement “person, program, or function,” to today,
have some sort of sales operations function in place. when 59.2% of companies have a dedicated sales
However, when it comes to clearly defining sales enablement initiative or function. This emergence of
operations’ purpose and primary responsibilities, sales enablement as a business function means that
asking ten sales leaders will lead to ten different the role of sales operations is going through its own
answers: from having a small team that creates evolution and clarification.
reports and forecasts up to a strategic function that
serves as the right hand of the sales leader and is The purpose of the 2018 Sales Operations Optimization
responsible for the entire sales system. Study is to clarify what sales operations actually does, its
approaches, current priorities, areas of improvement,
These same sales leaders are also concerned with and of course, the related business impact.
the accelerated rate of change that’s occurring
in their business. In our 2017 World Class Sales Our preliminary definition of sales operations (which
Practices Study, over 70% of respondents indicated will be refined in our future research) is this: Sales
that the rate of change in “customer expectations” operations is a strategic function, designed to provide
and “competitive activity” was increasing noticeably a platform for sales productivity and performance
or significantly. Sales leaders are compelled by by providing integrated methods, processes, tools,
these concerns to expand their awareness of new technologies and analytics for the entire sales force and
threats and new opportunities to develop their own senior executives.
competitive advantage.
Sales operations is focused on designing and running the
And where there’s opportunity, there are vendors. sales system that provides the foundation that the sales
We’ve seen a tremendous explosion of sales force needs to be both productive and effective. Sales
productivity tools leveraging next-generation enablement builds on this foundation and equips all
capabilities like artificial intelligence, predictive salespeople (ideally all customer-facing professionals)
analytics and machine learning. But making bets on and their managers with consistent and effective
these technologies can be risky. As a result, more enablement services (mainly training, content, coaching
and more sales operations leaders are being asked and tools) so that they can be valuable, relevant and
to understand the range of potential of these new differentiating in every customer interaction. By
technologies and to help sales leaders make the right necessity, there is overlap between these two functions
bets on new ways to align with their customers buying and probably will be for years to come. But, we expect that
journeys and improve their sellers’ productivity. they will continue to narrow in their focus and specialize
in their services. How they decide to do this will depend
CSO Insights has studied and tracked the function of on the positive performance impact that their services
sales enablement, documenting its growth from 2013, deliver. CSO Insights will continue to identify, document
when only 19.3% of companies had a dedicated sales and study these emerging best practices.
© 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 7
Global Participation
We truly appreciate the support of the more than invested the time to give us their input and help us
300 study participants from all over the world who ensure that this is a worldwide study.
Survey Participants by Region
23.4%
10.1%
EMEA
APAC
6.3%
LATAM
60.2%
NA
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
The chart provides a breakdown of participation by operations functions to ensure we had meaningful
geography. While just over half of the input came from data for the analysis.
organizations in North America, the international
communities were also well represented. The following two charts present an overview of
the high-level makeup of the industries that are
In addition, within the geographies, we invited the represented in the study, as well as the organizations’
participation of organizations with mature sales sizes in terms of total annual revenues.
Survey Participants by Industry Survey Participants by Company Revenue
29.6%
17.6% 24.4% 24.1%
PROFESSIONAL
OTHER SERVICES > $1B < $10M
11.6% 21.3%
$250M - $1B $10M - $50M
37.7%
15.1%
TECHNOLOGY
MANUFACTURING 18.6%
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
$50M - $250M © 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
© 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 8
The participating roles are also of interest. Every organization with a sales force has
The largest group consists of sales operations operational requirements that ensure their sellers
professionals (40.3%), followed by senior sales are productive and capable of doing their jobs. This
management (24.2%) and executive management doesn’t necessarily mean that the organization has
(19.8%). Additional roles such as sales enablement a dedicated sales operations team. Sometimes,
professionals, salespeople, frontline sales managers these responsibilities are shared by individuals from
and roles from related functions cover the remaining non-sales operations teams like marketing, finance,
15.7% of study participants. IT or HR.
Sales operations is widely established in the
technology industry and in larger organizations
with annual revenues higher than $250M.
Percentage of Organizations with Dedicated Sales
Operations Team
7.5%
PLANNED 63.9%
YES
28.6%
NO / FUNCTION
IS SHARED
ACROSS TEAMS
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
The majority (63.9%) of our study participants When we looked at this question across industries,
reported having a dedicated sales operations team, we found that over 80.5% of all organizations in the
while 36.1% reported that their sales operations technology industry have a dedicated sales operations
responsibilities were spread across multiple teams. function. Across all of the other industries combined,
Of these, 7.5% indicated that they planned to create only 54.6% of their organizations have a dedicated
a dedicated sales operations function within the next sales operations team.
12 months.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 9
Percent of Dedicated Sales Operations Teams by
Company Revenue
80.6% 81.6%
74.0%
56.1%
37.3%
< $10M $10M - $50M $50M - $250M $250M - $1B > $1B
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
It’s an interesting trend we already observed with “Deliver key decision-making data to executives”
sales enablement, where the technology industry tops the list. We can think of two reasons for this:
has been and still is the leading industry: 79.1% of all First, executives, by necessity, are being asked to
organizations in tech already have a dedicated sales be more data driven in all aspects of their business
enablement initiative or function, compared to an and decision-making. Sales leaders’ requirements
average of 50% across other industries. regarding the quality and the quantity of the data
they need for their decision-making processes are
It is noteworthy that an organization’s size impacts its becoming deeper and broader at the same time,
sales operations efforts. The above chart shows that based on the emergence of the digital age and the
dedicated ops teams are less prevalent in smaller explosion of sales analytics and intelligence tools.
organizations (less than $10M in revenues), where
only 37.3% have a dedicated team, compared to large Second, sales operations’ priority has always been
organizations (annual revenues higher than $250M), the operational productivity of their sellers. They are
where more than 80% have a dedicated team. responsible for delivering a sales system, featuring
primarily the CRM. Taking advantage of the CRM
Sales Operations’ Focus Areas of Improvement (and all of their sales tools) by providing insights
Sales operations covers a large variety of activities and intelligence is becomingly increasingly more
and responsibilities (which we will discuss in the next complex and sophisticated. Highlighting this area for
chapter) and has to be flexible in how they support improvement is clearly an indication that they feel
their executive team and sales leaders. Study this is important, but also indicates that this may be
participants said that in the next 24 months, they one of their biggest challenges.
would most like to see improvement in these areas:
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 10
Areas That Need Most Improvement in the Next 24 Months
DELIVER KEY DECISION-MAKING DATA TO EXECUTIVES
59.6% 33.1% 7.3%
SALES ENABLEMENT
49.7% 43.6% 6.7%
IMPROVED FORECAST ACCURACY
48.9% 36.5% 14.6%
DRIVE OPERATIONS IMPROVEMENTS WITH MINIMAL DISRUPTION
42.0% 40.8% 17.2%
CONTINUOUS IMPROVEMENT OF EFFICIENCY THROUGH AUTOMATION
40.1% 46.1% 13.8%
CONSISTENTLY ENGAGE AND EMBRACE IMPACT FROM CUSTOMERS
39.3% 42.5% 18.2%
CONNECT TOOLS AND TECHNOLOGIES TO THE SALES ORGANIZATION
36.9% 44.2% 18.9%
ENSURE ACCURATE OPERATIONAL DATA
36.7% 48.9% 14.4%
IMPROVED TERRITORY DEFINITION AND COMPENSATION MANAGEMENT
30.8% 45.7% 23.5%
CHANNEL ENABLEMENT
27.9% 38.8% 33.3%
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
High Priority
Medium Priority
Low Priority
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 11
It’s not surprising that sales enablement is listed as The fourth area identified for improvement, the
the second most important area of improvement. ability to drive operational improvements with
Sales operations and sales enablement are still very minimal disruption, means that sales operations, as
closely linked, especially in large organizations (with the designer, maintainer and developer of the sales
more than $1B in revenues) where sales enablement system, must “fix the plane while it’s flying.” And
teams are more than twice as likely to report into the fifth area, continuous improvement of efficiency
sales operations (37.3% vs. 17.6% for all other through automation, is based on the same challenge
company sizes). but more focused on deriving the maximum value
from the growing number of available technologies.
From an effectiveness perspective, survey data
consistently shows that sales enablement is not What You Can Expect From This Report
achieving its objectives. In our 2017 Sales Enablement Now that we’ve shared the mechanics of the 2018
Optimization Study, only 34.6% of our respondents Sales Operations Optimization Study, let’s spend a
indicated that they were meeting or exceeding moment talking about what’s in this report. Chapter
the majority of their expectations. Although sales 2 looks at what sales operations is responsible for
operations professionals said their involvement in the organizations that responded to our study.
in sales enablement was mostly effective (65.5% Because this list is a long one, we’ll spend Chapter 3
reported meeting or exceeding expectations for sales discussing how to prioritize these activities.
enablement), it’s clear that sales enablement and
sales operations have to collaborate closely to ensure Chapters 4, 5 and 6 go deeper into a few of the major
productivity and performance across the sales force. areas of responsibility, namely forecasting, CRM (with
a focus on utilization) and sales effectiveness, and
Providing methods and processes to create accurate other sales tools and technologies. Finally, we’ll close
forecasts is one of the core responsibilities of all with a chapter that summarizes our key takeaways
sales operations teams, and improving forecast from the study and recommends actions you can take
accuracy is an ongoing challenge. While there is to improve your sales operations discipline
more data available than ever, data accuracy is still
suspect. There is also a need for improved clarity
on how to use structured coaching sessions around
opportunities and pipelines to improve forecasting.
Leaving the forecasting process up to the managers
is not the most effective way to ensure forecast
accuracy. For more details, see Chapter 4.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights 2018 Sales Operations Optimization Study Page 12 Chapter 02 Sales Operations’ Areas of Responsibility © 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 13
Chapter 2: Sales Operations’ Areas of Responsibility
Introduction Sales Performance Analysis, Sales Readiness and
As sales continues to evolve from an “art” to a Enablement and Technology Management.
“science,” the role of sales operations expands,
incorporating a broad pool of new activities, both Strategic Planning Support
strategic and tactical. In fact, just about anything that Periodically, usually in preparation for the onset of
involves a process, a technology or a spreadsheet the fiscal year, sales leaders undertake the planning
may well find its home in sales operations. activities needed to translate the organization’s go-
to-market initiatives into a set of sales strategies
Based on a series of interviews with sales operations (“go-to-customer” strategies). Leaders define target
leaders as well as the results of our previous studies, markets, territory assignment methods, channel
we identified a list of 16 activities commonly undertaken coverage and more. Sales operations can be a key
by sales operations functions. For each, we sought to planning partner in these activities, as they often
understand just how involved sales operations was have the access and skill sets to collect the available
in the activity. In order to break this list down into data, build the models to test scenarios, validate
manageable chunks, we have organized this activity assumptions and layer the needed details into an
analysis into four buckets: Strategic Planning Support, overarching strategy.
Strategic Planning Support Activities
CUSTOMER ANALYSIS & REPORTING
4.8% 21.7% 35.5% 28.6% 9.4%
SALES ORGANIZATION STRUCTURE
11.7% 24.2% 27.0% 28.9% 8.2%
COMPENSATION MODELING
17.6% 20.1% 26.1% 23.6% 12.6%
TERRITORY MODELING
13.5% 23.9% 32.4% 21.1% 9.1%
CHANNEL DEFINITION
13.5% 24.5% 34.9% 19.5% 7.6%
Not Involved Somewhat Involved Regularly Involved Heavily Involved Leadership Role
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 14
Sales operations teams were “regularly involved” in optimal impact. Ultimately, sales operations is
each of these activities. Over a third reported “heavy also often responsible for the administration of
involvement” or a “leadership role” in the areas the plan. Our World-Class study also highlighted
of Customer Analysis (38.0%) and Sales Structure compensation planning as an area in need of
Definitions (37.1%). change as only 41.2% of respondents agreed
or strongly agreed that their compensation
1. Customer Analysis & Reporting – Sales policies and metrics were aligned with business
operations assists the sales and marketing objectives.
organizations with populating targeted customer
segments with identifying data and identifying 4. Territory Modeling – Sales operations helps
markers for ideal customer profiles. This can model the impact of territory design decisions.
create great value for the organization. Almost And as a follow-on activity, sales operations may
half (48.2%) of respondents surveyed in the be responsible for account allocation, territory
2017 World-Class Sales Practices Study said that balancing and other ongoing administration of
their ability to identify which customers to focus the territory management system.
prospecting efforts on needed improvement or
major redesign. 5. Channel Definition – This includes activities for
determining how channels play a role in the sales
2. Sales Organization Structure Definition – Sales distribution model and how the mix of direct and
operations can help determine the potential channel sellers will provide adequate coverage
impact of organizational design decisions. What without excessive channel conflict.
happens if you were to reorganize the division
of sales work into hunter/farmers? What would Sales Performance Analysis
happen if you increased or decreased manager The next set of activities covers areas where sales
span of control? How might you use the available operations creates and manages data collection
data to stress test the idea of creating a key account processes and provides analysis to leaders to assist
management layer of sellers? The ability of sales in the execution of sales strategies.
operations to support these decisions is critical
to long-term success, which is underscored Again, sales operations reported regular involvement
by the 2017 World-Class Sales Practices Study in each of these activities with nearly half reporting
finding that only 39.4% of organizations said heavy involvement or a leadership role in Forecasting
their “structure allowed them to easily adapt to our (46.8%), Sales Performance Metrics (45.3%) and
customer’s changing needs.” Sales Process Definition (44.3%).
3. Sales Compensation Modeling – Sales operations 1. Forecast & Pipeline Management – Operations
can help leaders model compensation strategies often owns the processes, systems and tools
and determine the impact of changes, identify needed to create and refine forecasts for use
risks and suggest alternatives levers to pull for by senior executives and other stakeholders.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 15
Sales Performance Analysis
FORECAST & PIPELINE MGMT
5.7% 14.8% 32.7% 30.8% 16.0%
SELLER PERFORMANCE METRICS
5.7% 18.9% 30.2% 30.2% 15.0%
SALES PROCESS DEFINITION
11.3% 18.6% 25.8% 30.5% 13.8%
LEADERSHIP COMMUNICATION
12.6% 25.5% 33.6% 21.7% 6.6%
Not Involved Somewhat Involved Regularly Involved Heavily Involved Leadership Role
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
Operations is ultimately responsible for ensuring 3. Sales Process Definition – This activity involves
forecast accuracy in partnership with sales defining and refining the selling processes
leadership. This was the activity most likely that align with targeted customers’ buying
to have high involvement of all those queried. processes. In order to have a “dynamic” process,
Forecasting, as a discipline, is addressed in organizations must define it, train to it, and
greater detail in Chapter 4 of this report. reinforce it so that it becomes a natural part of
selling. Then, they must continuously refine the
2. Seller Performance Metrics – Sales performance process using analytics. While organizations
metrics are usually embedded in a range of sales reported heavy involvement in this too, only 27.9%
systems. Using the output from these systems, felt like they had achieved the level of a dynamic
operations builds dashboards and reports that sales process within their organization.
provide visibility into team and individual seller
performance metrics. These reports give sales 4. Leadership Communication – These activities
leaders, managers and salespeople the insights focus on synthesizing the available data into
they need to improve results. While organizations insights that sales leaders need to most effectively
respondents also reported heavy involvement execute the sales plan and establishing a regular
in this activity, 47.5% also said that their sales communications cadence to get these actionable
operations team needed improvement or major insights into the hands of leaders at the right time.
redesign when it came to “providing managers It is important to do this well because leaders rely
with metrics they need.” on these insights to make informed, data-driven
decisions. Although still “regularly” involved,
operations functions were much less likely to be
heavily involved here.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 16
Sales Readiness and Sales Cycle Support effectively and efficiently moving opportunities
The next group of activities includes tasks that through the funnel.
sales operations executes to assist sellers in most
Sales Readiness & Sales Cycle Support
SALES ENABLEMENT
5.4% 15.4% 33.6% 30.5% 15.1%
DEAL DESK/QUOTE MGMT
17.0% 23.6% 25.8% 25.2% 8.4%
RFP/PROPOSAL MGMT
21.7% 21.1% 28.9% 21.1% 7.2%
Not Involved Somewhat Involved Regularly Involved Heavily Involved Leadership Role
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
Although less involved than in the analytical activities be a disconnect between sales process and sales
above, sales operations reported being at least methodology, low adoption of key technologies as
regularly involved in each activity. A notable number well as other pitfalls.
of sales operations teams reported “no involvement”
in Deal Desk (17.0%) and RFP management (21.7%). 2. Deal Desk / Quote Management – Often focused
on non-standard deals, deal desks help with
1. Sales Enablement – Enablement includes the everything from pricing, establishing discount
provision of coaching, training and content levels, configuring solutions and managing
services to customer-facing resources and their quotes through to shepherding deals through
managers. While our 2017 Sales Enablement contracting processes.
Optimization Report shows that enablement
is increasingly a separate function, reporting 3. RFP / Proposal Management – Such activities
directly to sales leadership, it is not uncommon help salespeople use objective go/no-go criteria
to have the enablement function nested under to determine whether to respond to an RFP,
sales operations. The key is involvement. While pull together boilerplate language, orchestrate
not necessarily owners of sales enablement, responses from corporate functions, project
sales operations should be completely integrated manage proposal responses, etc.
with the enablement team. Otherwise, there may
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 17
Technology Management as the management of the data within these systems
Sales operations is also commonly responsible for and the alignment and integration between them.
managing key technologies used by the sales team See Chapter 6 for a more detailed list of the actual
(with varying degrees of partnership with IT) as well technology tools in use.
Technology Management
CRM DEFINITION & UPDATE STRATEGY
6.6% 20.8% 25.8% 22.3% 24.5%
SALES TOOL MGMT
8.1% 16.7% 27.4% 27.7% 20.1%
OPERATIONAL & TECH CHANGE MGMT
10.7% 20.8% 28.3% 28.0% 12.2%
MARKETING AUTOMATION MGMT
19.8% 31.4% 30.5% 13.3% 5.0%
Not Involved Somewhat Involved Regularly Involved Heavily Involved Leadership Role
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
Operations teams reported high involvement in improvements from, CRM remain elusive. See
technology. In fact, these were the activities in Chapter 5 for a more complete discussion of CRM.
which operations most commonly took a leadership
role, in particular, CRM Definition/Update Strategy 2. Sales Tool & Technology Management – Sales
(24.5%) and Sales Tool Management (20.1%). The operations is the first point of contact when the
notable exception was a lack of involvement with sales organization wants to deploy a sales-specific
the Marketing Automation system. As noted below, technology. They own the sales technology stack
this is not surprising given the continued issues and manage the deployment and integration
organizations experience with sales and marketing of such tools, e.g., sales enablement content
integration. management tools, virtual coaching tools, lead
scoring tools and more. For more on the tools
1. CRM Definition & Update Strategy – Sales sales operations uses, see Chapter 6.
operations typically owns CRM and makes the
decisions on when to update it, how to cleanse 3. Operational & Technology Change Management
it, etc. They also are responsible for designing – In our recent World-Class Sales Practices Study,
and managing the sales technology stack, participants noted massive changes on the horizon
which typically has CRM as the backbone. This in product, market and competition. Further, sales
is no easy task, as adoption of, and productivity leaders said the #1 thing they were worried about
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 18
versus 12 months previously was transforming movement of the sales calendar year, e.g., territory
their sales organization. Each and every change to setting time, end of quarter forecasting, annual
the sales organization cascades into a systems and technology upgrade schedules, and flexing to invest
technology change for operations. Coupled with time in activities with the greatest payoff. There is
the evolving nature of technologies, operations is never enough time or resources to do it all, and most
in a perpetual state of managing change. (if not all) sales operations functions are haunted by
a large backlog of projects.
4. Marketing Automation Management – This includes
setting up and managing the lead flow processes There is an expression in the military: “What the
between the marketing automation system and the General finds interesting, I find fascinating.” The
CRM. As you can see, of all the common activities, clearest direction on where to best spend operations
respondents reported the least involvement with time comes from the Chief Sales Officer. Sales
this technology. This makes sense if you consider operations works on what will most benefit the go-
that our 2017 World-Class Sales Practices Study to-customer strategy as laid out by sales leadership.
respondents found a serious alignment gap
remaining between sales and marketing. Only However, as noted in Chapter 3 on priority setting, this
31.1% said that sales and marketing had a formal does not have to be a top-down mandate. As sales
process for jointly nurturing leads, and only 26.1% operations becomes a more strategic and integral
had a mutually accepted definition for lead scoring. part of the sales ecosystem, there are opportunities to
proactively shape the identity of its function and scope.
As we look through the activities overall, a common As such, we looked again at each of the 16 activities and
theme emerges. Sales operations is regularly involved compared their effectiveness (as reported by participants)
in almost all of these activities, yet they rarely have a to key sales performance metrics. That analysis yielded
leadership position. This is a reflection of the position several activities where a high level of effectiveness was
and the challenge of sales operations. Sales operations linked to higher sales metrics. If given the opportunity,
is asked to do a lot, but usually downstream of the these may be places where a sales operations function
strategy-setting process. However, as technologies could usefully advocate for greater involvement.
continue to evolve and play a larger role in sales
success, sales operations teams may well have an In the table below, we look at two key performance
opportunity to become much more strategic, making metrics: the percentage of salespeople making/
recommendations to sales leaders on what to do versus exceeding their quota goals and the win rates of
just modeling the impact of previously made decisions. forecasted deals. In each case, we compare these
metrics across two groups: those who said that the
Making Decisions on Where to Spend Time listed activity was a strength in their organization and
With such a large set of responsibilities and a fixed set those who saw it as an opportunity for improvement.
of people and budget to work with, sales operations Those reporting strong performance in an activity had
leaders must continuously prioritize and re-prioritize better sales results than those who saw these activities
their activities, ebbing and flowing with the natural as gaps.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 19
Quota Attainment Win Rates
Needs Improvement Meets/Exceeds Needs Improvement Meets/Exceeds
or Major Redesign Expectations or Major Redesign Expectations
Sales Org Structure 55.0% 66.2% 49.1% 59.7%
Sales Process Def. 53.4% 63.7% 44.1% 59.3%
Sales Enablement* 55.4% 64.5% 47.0% 60.7%
Territory Modeling 57.2% 64.7% 49.5% 60.6%
Forecasting 60.2% 62.4% 48.9% 59.7%
Sales Perf. Metrics 60.1% 63.0% 49.1% 59.4%
* Based on what we know about the evolution of sales Sales Operations’ Scope is Broad but Leadership
enablement, we see the opportunity for the operations Remains Rare
function to offer a strong partnership with a distinct Survey participants reaffirmed that sales operations
sales enablement function, both reporting up into senior has a very broad range of responsibilities, with
sales leadership. Refer to our 2017 Sales Enablement respondents reporting that they were at least
Optimization Study to learn more. “regularly” involved in 15 of the 16 activities listed.
Heaviest involvement was noted in areas that would
typically be expected from operations, such as
forecasting, CRM and sales tool management.
Heavily Leader Combined
Sales Tool & Technology Management 47.8%
27.7% 20.1%
CRM Definition & Update Strategy 46.8%
22.3% 24.5%
Forecast & Pipeline Management 46.8%
30.8% 16.0%
Sales & Sales Support Enablement 45.6%
30.5% 15.1%
Sales Performance Metrics 45.2%
30.2% 15.0%
Sales Process Definition 44.3%
30.5% 13.8%
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
At the same time, however, there was clearly not responsibilities, and opportunities for operations to
one template that delineated sales operations’ take a leadership role remain rare.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights 2018 Sales Operations Optimization Study Page 20 Chapter 03 Sales Operations’ Priorities © 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 21
Chapter 3: Sales Operations’ Priorities
We’ve said that sales operations teams are involved initiatives, monthly or quarterly delivery of analytic
in a wide range and variety of responsibilities: day- packages, and even annual planning exercises. Like
to-day technology management, periodic support many other teams, they also have limited staff, budget
for new sales tool rollouts or sales enablement and bandwidth. So, how do they prioritize?
How Sales Operations Priorities Are Set
18.2%
21.1%
PRIORITIES SET
FORMAL CHARTER, BY OTHER
LONG-TERM TEAMS
PLAN/VISION
32.1%
FOCUS ON
28.6% OPERATIONAL
TECHNOLOGY
FOCUS ON ANALYTIC
MANAGEMENT
STRATEGIC SUPPORT
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
• Formal Charter, Long-Term Vision – 21.1% of “Sales operations coordinates priorities with
respondents indicated that “Sales operations has executive leadership, but most initiatives are
a formal charter that covers a long-term plan focused primarily on operational and technology-
for functional vision / strategy, clearly defined based programs.”
operational services, a technological roadmap, • Focus on Analytic Support for Executive Decision-
and success metrics, which we track regularly.” In Making – 28.6% of respondents indicated that
contrast, in our 2017 Sales Enablement Optimization “Sales operations coordinates priorities with
Study, only 13.1% of sales enablement teams had executive leadership, but most initiatives are
a formal charter and vision. focused primarily on analytic support for strategic
• Priorities Set by Non-Ops Leadership – 18.2% executive decision-making.”
of respondents indicated that “Sales operations
is a support role whose functional priorities are The percentage of respondents who reported their
established by other leadership teams, limiting organizations were focused on operational and
long-term planning.” technology-based programs was lower than we
• Focus on Operational & Technology-Based expected – not much higher than those focusing
Programs – 32.1% of respondents indicated that primarily on analytic support for decision-making.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 22
To summarize, according to this data, 78.9% of sales In contrast, those organizations where sales
operations teams do not establish priorities using a long- operations’ priorities were set by non-sales-
term, strategic plan. Through our sales enablement operations leaders fell below the top-performing
research, we have become advocates for establishing a group by 15.2%.
formal charter as a critical component to building a highly The study found no statistically significant difference
effective sales enablement discipline. The existence between those organizations that focused on analytic
of a formal charter makes it easier to set priorities, support and those that focused on operational and
manage expectations and measure success. In the sales technology-based programs.
enablement space, we have seen a 27.6% improvement
in quota attainment for those organizations that are able It’s clear that a long-term strategic focus has the
to execute on a long-term sales enablement strategy. Is optimal impact on performance. Furthermore, those
there a similar impact here? organizations where the sales operations team is
relying on non-sales operations leaders to determine
Prioritization Impact priorities are missing an opportunity to achieve better
When we analyzed the four prioritization approaches seller performance.
based on seller performance, one emerged as the
leader. Those organizations where sales operations Recommendations for How to Evolve Your Sales
established a formal charter and long-term vision Operations Function
out-performed all of the other approaches by a Based on our research and engagement-work with
minimum of 6.9%. clients, here are four ideas for how to strategically
evolve your sales operations function, leveraging a
Impact of Prioritization Approach on Quota formal charter to ensure a focused and purposeful
Attainment Rates approach to achieve your desired vision.
68.3%
1. Clarify your sales operations’ vision, mission
61.4%
60.0%
and purpose:
53.1%
Conversations with your senior executive
stakeholders should help you define sales
operations’ role in supporting the organization’s
business strategy, not just the sales leader’s
revenue generation strategy. How is sales
operations perceived today, and how should it
be perceived in the future? What does a sales
PRIORITIES
SET BY
FOCUS ON
OPERATIONAL
FOCUS ON
ANALYTIC
FORMAL
CHARTER
operations function look like that sets the sales
OTHERS TECHNOLOGY SUPPORT AND VISION force up for productivity in the digital age? Take
the time to mutually define the vision (where you
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
want to go), the mission (how to get there) and the
purpose (the reason why sales ops exists).
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 23
2. Develop your strategy to get to your vision: 4. Define how to measure success:
1) Define your internal customers – Sales To ensure the success of your charter, a sales
operations supports multiple constituents, operations team should not be measured
from senior executives to sales managers solely on overall revenue or quota attainment,
and field sales personnel. It is important to because these are tactical rather than strategic
clearly define your vision specifically for each indicators. Think about your role in driving
group so that you can properly manage the digital transformation, improving alignment
expectations of your leadership team. with your customer’s buying journey, and
2) Develop strategy – Your sales operations assisting your organization’s business strategy,
strategy will have to combine two points of and measure your sales operations team’s
view: your leadership’s revenue attainment progress accordingly. Measuring these kinds of
strategy, which is likely focused on the fiscal contributions in both tactical and strategic ways
year’s revenue goal, and your overall business can insulate your long-term vision’s value from
strategy, which is multi-year. Analyzing how the potential fluctuations of quarterly revenue
these two strategic points of view affect the performance.
execution of your sales organization (and
how that might evolve over time) will give you Sales Operations Leaders Need to Take Control
insight into the strengths and weaknesses of Less than a quarter of our respondents (21.1%) set
your sales system. sales operations priorities based on a charter or some
other sort of formalized long-term vision. Nearly as
3) Translate to actions – Once your overall
many (18.2%) said they left their priorities up to other,
strategy is defined, you can define specific
non-ops leadership roles. The rest of the group were
objectives for achieving your strategy and
relegated to narrow, task-based responsibilities such
translate these into programs and initiatives.
as analytical support and technology programs. While
these are important areas, the lack of the charter or
3. Map your strategy to a timeline:
long-term vision limits the scope of sales operation’s
Once your objectives and initiatives are defined,
role in the organization and their ability to make a
it’s very important to create and track a high-level
positive impact.
timeline. This timeline should cover multiple
years, with annual (or even quarterly) milestones.
This timeline will not only help you focus your
team’s prioritization to your formal strategy
on an annual basis, but it will provide you with
a mechanism to manage expectations when
new initiatives are considered or updates to the
business strategy occur.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights 2018 Sales Operations Optimization Study Page 24 Chapter 04 Forecasting Review © 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 25
Chapter 4: Forecasting Review
“Forecast accuracy” remains an oxymoron, even responsibilities (see also Chapter 1), the win rates
though having accurate sales forecast results in are up nearly 10 percentage points.
operational efficiencies throughout an organization.
It is one of the primary vehicles that executives use to The improvement in overall win rates might suggest
manage the expectations of anyone who has a stake organizations are finally getting a handle on predicting
in the company, including board members, investors, wins, but results vary – the average masks marked
industry analysts, Wall Street analysts, employees differences in predictability/reliability based on the
and, of course, the company’s other functional areas. level of rigor applied. A related question inquired
about the approach to forecasting (see below).
Though actual deals won have been less than half of The more rigorous the approach and the more
those forecast to be won over the past several years, involved sales leadership (including success targets
the good news is that in this study, which reflects and measurement), the more accurate the forecast
greater participation by individuals with sales ops results.
Forecasting Approaches
17.6%
16.4%
SUBJECTIVE
STRUCTURED APPROACH
REVIEW PROCESS
37.9% 28.1%
CONSISTENT CASUAL
REVIEW PROCESS REVIEWS
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 26
Impact of Forecasting Approach on In the first salesperson’s case, what actually books
Win Rates are orders A and B (of Product X) at $100K each
62.5% and mega-order M (of Product Y), for $300K. Her
58.4%
quarterly bookings are $500K – right on the money.
49.9%
She is celebrated – and rewarded – for making her
number, even though she has completely blown her
forecast. This is especially troubling when orders are
not identical units (Product X) but units the company
has not anticipated needing to produce in quantity
this quarter (Product Y). In such cases, margins can
be completely eroded, even as volumes are realized.
SUBJECTIVE CONSISTENT FORMAL &
& CASUAL REVIEWS STRUCTURED
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED. The negative organizational impacts are increased
when, as seen above, only 55% of the anticipated
One contributor to poor forecasting is confusion (i.e., forecast) volumes are realized! Further, where
between “making your number” and making your did order M come from, and whatever happened to
forecast. The difference is significant and can impact orders C-H? M materialized from out of nowhere,
staffing, margins and, even, shareholder value. and C-H disappeared without explanation or, more
commonly, pushed out to a later date – a scenario
Let’s say a salesperson has an annual quota of $2M likely to be repeated over and over again.
and, for simplicity, $500K/quarter. She has eight deals
(A-H of product X) in the pipeline averaging $100K What exactly is the problem? Let’s examine it through
each and gives an average, or overall, probability of the lens of barriers to accurate forecasting.
60%. She’s on the cusp of success with a forecast
of $480K ($800K X 60%) and, clearly, any additional Barriers to Accurate Forecasting
win will put her solidly on plan, even slightly ahead. Even those organizations using a formal review
But wait, what does “60%” mean? Without structure, process with structure, measurement and tracking
consistency and/or ongoing modeling (over time), it still lost 37.5% of the opportunities they committed
simply means it sounds better than 50/50 but is more to close. What’s preventing our respondents’
cautious than saying 90%. organizations from improving their close rate and
achieving more accurate forecasts? The chart below
This is a scenario familiar to all sales managers and shows the main reasons (or excuses) as salesperson
leaders where one salesperson’s “60%” is understood subjectivity, followed by lack of managers really
as always optimistic, a second salesperson’s “60%” drilling into deals and the lack of forward-looking,
is always pessimistic, and a third’s “60%” is realistic. predictive data.
With informal or no structure, defining processes
and/or rigor in identifying an opportunity’s place in
the sales cycle, all are subject to interpretation.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 27
Barriers to Accurate Forecasting
Salespeople are too subjective about close possibilities
47.0%
Sales managers do not investigate their salespeople’s commits well enough
37.9%
Reporting looks backward, we do not have enough predictive information
36.3%
Information we have is not accurate enough
32.2%
Limitations in the technology we use to manage forecasts
24.6%
Not enough historical data to compare against
24.3%
We have no formal sales methodology
19.6%
No major barriers, we are doing fine
18.0%
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
In reviewing the barriers above, two immediate quality (i.e., unqualified) opportunities along and include
solutions are worthy of consideration: 1) increased them in their forecasts to avoid being hounded by their
sales process implementation and 2) decreased fear. managers for not having a sufficient volume (e.g., long-
standing rule of thumb: 4X quota) in process. Salespeople
Readers of CSO Insights’ other reports will be forecast these poor or lesser quality “deals,” offering
familiar with the sales process maturity model. The their subjective assessment and/or rationalizations for
overarching observation from more than a decade why they are valid or, at a minimum, possible.
of research is that higher levels of sales process
implementation correlate with higher levels of At the same time, the second barrier to success is
predictability; hence, more accurate forecasts. managers failing to truly investigate the commits
(The 2017 results can be found in our World-Class their salespeople are offering. Managers, like their
Sales Practices Study.) As seen above, increased salespeople, fear sending in forecasts that are anemic
rigor, management involvement, structure and and/or fall short of assigned targets. If one digs too
measurement (i.e., accountability) all correlate with deeply into so-called opportunities, one might find
higher forecast accuracy, a finding that will likely the result of such investigation to be not happy news.
prove consistent in future years, just as it has played
out with sales process implementation. To be sure, Between juggling the various subjective estimates
the two go hand-in-hand, and it would be surprising of individual salespeople and not really analyzing/
if they did not rise and fall together. inspecting deals for fear of what might be found,
there is already considerable variability built into the
Let’s briefly discuss the second possibility here: Fear forecast. Layer on any of the other conditions – too
of telling the truth about current opportunities. Most little, too old, or too new data, lack of technology or
salespeople do not have enough quality opportunities in lack of its adoption – and you have a perfect storm for
their sales pipeline/funnel. They continue to drag poor imperfect projections.
© 2018 Miller Heiman Group. All rights reserved.CSO Insights
2018 Sales Operations Optimization Study Page 28
The “Right” Answer
It’s always tempting, when comparing your own creating the forecast with sales ops regularly
answers to a broad population, to wonder how you involved. This was the most popular arrangement
compare and what those doing better are doing and produced a win rate of 64.2%.
differently. First, it may be worth discussing whether
there even is a “right” answer. Is 100% forecast Again, with only a year’s worth of data, we are not
accuracy attainable or even desirable? From an claiming a trend, but the data points toward the
engineering perspective it would seem so, but from most success being found with regular, consistent
a sales perspective, the effort to sell to forecast and structured forecasts being developed by sales
can encourage behaviors that are not helpful or managers with regular sales operations input.
are simply wasteful. Examples of activities that are
“not helpful” include only pursuing opportunities The Path to More Predictable Results
we absolutely are assured of winning, being overly Bringing increasing accuracy and predictability to
selective and ignoring large and/or emerging sales projections remains an elusive goal. The ability to
market segments. “Wasteful” activities could include hire people, schedule production, commit to promises
managers spending an inordinate amount of time and operate more efficiently are all more difficult
creating, updating, double-checking and reporting when sales fails to close opportunities on time. Some
forecast figures. companies do better than others. Those with the most
rigorous approach lose only a third of forecast deals,
The end result might be winning 100% of forecast while those leaving forecasts to the impressions of
opportunities, but the pipeline and forecast might salespeople and managers lose over half.
prove to be artificially constrained in several ways
and not reflective at all of actual market conditions Three elements contribute to more positive and more
and/or potential. predictable results:
• Increased involvement of sales leadership
Second, we may be searching for the “Goldilocks
• More structure and consistency in process and
Zone” with respect to forecasting and who is involved
less subjectivity
in producing forecasts. When left on their own, sales
• Development of models and measurements
managers didn’t produce more accurate forecasts
powered by analytics
regardless of how much time they allocated to doing
so. When sales managers spent between 15-20%
When sales operations had minimal involvement,
of their time producing their forecast, win rates
forecast accuracy in this year’s study hit its nadir
remained around 46.5%. When they spent more than
(49.6%). When rigor and discipline replaced fear and
20% of their time on forecasting, win rates, in fact,
subjectivity, forecast accuracy improved – a good
declined to 44%.
thing for all involved.
Similarly, sales operations involvement isn’t, by itself,
a cure. Peak achievement came with sales leadership
© 2018 Miller Heiman Group. All rights reserved.CSO Insights 2018 Sales Operations Optimization Study Page 29 Chapter 05 Utilization of CRM and Sales Effectiveness © 2018 Miller Heiman Group. All rights reserved.
CSO Insights
2018 Sales Operations Optimization Study Page 30
Chapter 5: Utilization of CRM and Sales Effectiveness
Picking up where we left off on the last chapter, where 84.5% of companies leveraging a commercially
we explored the barriers to accurate forecasting, the available CRM vs. 15.5% opting to develop a CRM
words of W. Edwards Deming come to mind: “Eighty- internally. The first area of inquiry was to review the
five percent of the reasons for failure are deficiencies current usage of these systems and the impact they
in the systems and process rather than the employee. were having on sales performance.
The role of management is to change the process rather
than badgering individuals to do better.” CRM Adoption and Sales Performance Results
The chart below on the left shows a summary
Access to solid processes, robust systems and of the responses received when we asked study
accurate data are necessary for salespeople to participants to share the CRM adoption rate within
effectively do their jobs, not just in terms of forecast their sales organization. Here we see that the
management, but also in nearly all the other activities nearly universal implementation of CRM systems
with which they are tasked. For the next part of into sales organizations does not directly translate
this study, we looked at the tools sales operations into universal adoption. Only 45.7% of the study
personnel leverage to support salespeople in the participants reported an adoption rate of greater
various aspects of their job. than 90%, which we have long advocated as the goal
companies should target to achieve.
The most ubiquitous system in sales today is the
core CRM system, comprised of capabilities such Going back five years to the data collected in the CSO
as contact management, account management, Insights 2013 Sales Performance Optimization Study,
opportunity management, etc. Nearly all the study the chart to the upper left shows that adoption is
participants reported having a CRM in place, with slightly on the rise. While at first take this appears to
Adoption Rate of CRM System by Salespeople 2018 Adoption Rate of CRM System by Salespeople 2013
9.1% 9.5% 7.8% 13.3%
< 25% 26% - 50% < 25% 26% - 50%
13.6% 17.5%
51% - 75% 51% - 75%
45.7% 36.6%
> 90% > 90%
22.1% 25.0%
76% - 90% 76% - 90%
© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED. © 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
© 2018 Miller Heiman Group. All rights reserved.You can also read
