Share this article

Learn from the brightest minds how to predictably and efficiently grow revenue.

Related Content

Analysis of $54 billion in revenue: Insights from the 2024 B2B Sales Benchmark Report

Navigate the changing B2B sales landscape. Expert insights from the 2024 Benchmark report guide you towards improved win rates, shorter sales cycles, and lasting customer relationships.

Crafting an Effective Sales Kickoff with Jennie Drimmer, CRO of Thomas International

Jennie Drimmer, CRO of Thomas International, joins the Revenue Insights Podcast to share strategies for crafting effective sales kickoffs. Learn how to focus on big themes, communicate business impact, and drive results in any economy.

Effective Leadership, Evolving Go-To-Market Strategies, and Self-Sourcing with Chris Elliott, CRO of BizLibrary

Discover Chris Elliott's strategies for maximizing seller performance within today's buyer-driven sales environment. Learn how self-sourcing empowers top performers, why understanding buyer journeys is vital, and how to foster a high-energy work culture that boosts sales success.

 

Director Of Operations: Steven Wellman of FreshLime

Steven Wellman jumped onto Sales Operations Demystified to share his knowledge and experience in Sales Operations. Check out all the other episodes of Sales Operations Demystified here.

You can learn more about:

Tools Mentioned:

  • Pardot
  • Salesforce
  • Inside Sales
  • Zuora
  • Certify
  • ChurnZero
  • PowerBI
  • Klipfolio

Key Takeaways

The trend towards more wholistic operations

Customer-facing teams are shifting away from siloed operations to create a single experience across marketing, sales, and success touchpoints. This is moving towards a more holistic approach which is now commonly known as revenue operations.

Why?

It’s about consistency and scalable processes across these teams to create a cost-effective and connected customer experience.

Do you have a revenue operations function?

Add social pressure by sharing data

Stephen mentioned how they show quarterly goal data to all customer-facing teams.

It creates social pressure that can either galvanize efforts or force people to make excuses. Their reactions directly affect how someone progresses within FreshLime.

The distinction was clear between his role and those of the customer-facing individuals. He’s responsible for the accuracy and visibility of the numbers. They are responsible for impacting them.

Operations and management doesn’t have all the answers

I agree that management and operations don’t have all the answers and that they’re not beyond challenging or stress testing.

It’s important to maintain strong communication lines with reps to understand their world. Understand their challenges and serve them just like customers.

Contact rate by dial attempt

Stephen’s favorite sales metric is Contact Rate by Dial Attempt. Essentially, this allows him to see the frequency of contact reps, whether that’s 2 or 16 times. The former would be too little and the latter would be too much.

I can see that this enables Stephen to coach reps very effectively on how to use their time.

Subscribe To Sales Ops Demystified:

Quote: