Sales Ops as Internal Consultants with Martin Levesque, Former Director of Sales Operations at FairWarning®

In this episode of Sales Ops Demystified, Tom Hunt is joined by Martin Levesque, Former Director of Sales Operations at FairWarning®. They discuss why Sales Ops as an internal consultancy team is a good idea, how sales ops teams can be better consultants to internal teams, and why industrial knowledge is important to sales processes.

Martin’s journey into Sales Ops 

Martin started by studying workflow automation and document management, which evolved into implementing automation tools for business processes. He eventually started leading a team and building a consultancy inside of the company called DocuPhase. Here, his role in training system analysis introduced him to various revenue streams and tools. 

Why Sales Ops as an internal consultancy team is a good idea

The tech team first needs to be equipped with consulting, business analysis, and process analysis skills. The goal is to see the effects of a decision on all business processes (upstream & downstream) under the company’s umbrella. It dramatically improves the company’s ability to be “self-aware” and helps plan its growth with high accuracy.  

How Sales Ops can consult internal teams better

There’s a high degree of dependence on institutional knowledge to achieve any core executive function. This knowledge is ripe for standardization, knowledge transfer, and the operational application of systems. Sales ops can help find exceptions and rules in processes that can be further standardized. It can also help unify the voices of critics and champions so that they can present a well-rounded picture to the executive team. However, these should be genuine critics and not just complainers. 

Capturing knowledge into your processes and automating them 

At FairWarning®, Martin’s team worked to evaluate the systems and processes in place to help standardize the institutional knowledge that came from the Founder. Their goal was to figure out the existing knowledge, group it together, and standardize it through automation. This was so that they don’t have to revisit it every time in the sales cycle to get something done. 

Role of Sales Ops in the mission statement of FairWarning®

The sales ops team became a background process that brought on several incremental improvements for FairWarning®to achieve its core mission statement. This was done by using data to identify their strengths and weaknesses (i.e. be self-aware), which was reflected in their segmentation strategy. They also helped improve aspects of customer success by uncovering the factors responsible for their high attrition.

Finding reasons for sudden pipeline dips

When the pipeline dips, obvious negative factors such as pricing and timing start affecting the pipeline. However, you can extract better insights from individual rep notes for leads that dropped through the funnel. This will help you strengthen your forecasting process and take steps to mitigate any potential losses. 

Subscribe To Sales Ops Demystified:

Posted in

About the Author

Avatar for Tom Hunt

Tom Hunt

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

Sign up to our newsletter for monthly specials and blog updates.

Share this article

Related Content

The Next Evolution of Sales Ops with Neil Thomson, Global Director of Sales Operations, Corporate Solutions at JLL

In this episode of Sales Ops Demystified, Tom Hunt and Alex Freeman are joined by Neil Thomson, Global Director of…

Designing The Ideal Rep Experience with Dana Therrien, Senior Vice President, Worldwide Revenue Operations at Genesys

In this episode of Sales Ops Demystified, Tom Hunt and Alex Freeman are joined by Dana Therrien, Senior Vice President,…

The Secret To Increasing Salesforce Usage with Peter Charshafian, Senior Sales Excellence Manager at GlobalWebIndex

In this episode of Sales Ops Demystified, Tom Hunt and Alex Freeman are joined by Peter Charshafian, Senior Sales Excellence…

Ready to get started?

New call-to-action
New call-to-action