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The Definition Of Data Quality in Sales Ops: Jason Muehring of Cisco Capital

Jason Muehring jumped onto Sales Operations Demystified to share the definition of data quality when being in sales ops. Check out all the other episodes of Sales Operations Demystified here.

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Key Takeaways

Jason’s journey into sales operations

Like many others in the field of sales operations, Jason first starting taking on sales ops related responsibilities (reporting and forecasting) in a more general analyst role, he then was given the opportunity to move full time into the sales ops team.

Salesforce as the “single source of truth”

Jason’s sales ops team are intensely focussed on ensuring that they keep their Salesforce instance as the “single source of truth”, their in-house Salesforce admin has been working hard to incorporate a number of processes, pricing for example into the Salesforce workflow of the reps.

This has two benefits:

  1. Ensuring that the reps always know that the data within Salesforce is the best data they can be working with
  2. Maximizing rep productivity as they no longer have to switch between applications when actioning these processes.

Segregation of roles…

The Cisco capital sales operations team consists of five individuals that are currently managing a global sales operations team of 200 reps. This produces a 1:40 ops to sales rep ratio which is significantly higher than we normally see (this ratio is typically around the 1:15 mark).

Within the team, each person has a very specific role:

  • One technical resource, who is also a Salesforce Admin
  • One finance resource, that also has a CPA
  • One marketing resource, that is responsible for communications and collateral
  • And Jason, who manages the team but is also focussed on systems and processes

Data quality does not just apply to what we see within Salesforce

For the first time in a Sales Ops Demystified interview, we have a guest that expands the definition of data quality to look not just at the data that sits within the CRM, but also to include the collateral that the sales ops team produce and maintain for the reps.

If a sales presentation is out of date and is not updated for reps, this can have a negative effect of the same magnitude as an out of date contact record in Salesforce.

Jason’s favorite sales metric

Jason’s chosen sales metric (if he could only measure one for the rest of his life) is Pipeline Coverage. This metric gives a snapshot of whether the amount of deals in your pipeline are likely to enable you to hit your sales quota.

Jason’s biggest influence…

Jason mentioned that his two biggest sales ops related influences have been:

  • Bigger picture strategy advice from individuals within the sales ops team at the Cisco parent company
  • Technical presentations from Salesforce employees at their annual conference Dreamforce that Jason and his team attend each year

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