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:

 

Posted in

Speak with our experts and see how Ebsta will help improve your sales

New call-to-action
New call-to-action
Logo Icon (White)@2x

Newsletter Signup

Share this article

Related Content

How to Demonstrate ROI of Revenue Operations with Julian Hannabuss, Director of Revenue Operations at Procurify

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Julian Hannabuss, Director of Revenue Operations at Procurify, a leading procurement and purchasing software company that lets teams track, control, and analyze all business spending so they can scale faster. Julian shares his insights on how revenue operations should present their revenue outcomes and can drive organizational value to the board. He also shares his insights on the difference between high and average performers in the sales and revenue teams. Julian shares some tips on how to mitigate churn at your company.

How to Build Your Pipeline Through Social Selling with Tim Hughes, CEO of DLA Ignite

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Timothy Hughes, CEO of DLA Ignite, a strategic advisory and consultancy enterprise that enables organizations to leverage social selling to convert pipeline leads. Tim shares a three-step social selling process to build pipeline leads and highlights how conversations rather than content play a pivotal role in the conversion process. Conversions pivot around educating the prospects on their pain areas and then offering solutions to resolve the issues. The episode is also a gold mine for sales leaders looking for insights that are easy to adopt and implement.

The Four-Step Framework to Reimagine Sales Teams with Ben Stroup, President at Velocity Strategy Solutions

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Ben Stroup, President at Velocity Strategy Solutions, an on-demand strategy and management consulting firm. Ben shares his insights on how Velocity uses people, processes, technology, and data to reimagine sales and revenue teams, and move the needle toward a modern-day revenue operation and management approach. Companies must move from monitoring lagging indicators like revenue to analyzing leading indicators like customer acquisition costs (CAC) and customer lifetime value (LTV). Ben also touches on the importance of aligning internal teams to a common goal.