Director, Sales Operations & Strategy EMEA: Aldona Ogrodnik of RingCentral

Aldona Ogrodnik jumped onto Sales Operations Demystified to share her knowledge and experience in Sales Operations. Check out all the other episodes of Sales Operations Demystified here.

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Aldona’s journey into sales operations wasn’t by accident…

Aldona’s sales operations journey began ten years ago at a business called SumTotal. Her first role was in finance where she was responsible for all the management accounting, however, they were rolling out Salesforce at the time so she became heavily involved, making sure that the data was moved from their legacy system. She began Salesforce training for the SumTotal sales team and worked with external customers to gather information about what products they were using. 

With this experience she was able to make a smooth transition into the role of SumTotal’s first EMEA Sales Operations Manager. She then spent three years in sales operations at SumTotal before moving onto her next role.

She had a 4-year career as the Head of Sales Operations at Sungard AS. Aldona managed 14 people, within 4 different groups such as Salesforce administrators, contract support, data analytics, and a management team. 

Aldona then made the transition to Ringcentral and has now been there for 3 years. This was one of the best decisions Aldona has made because Ringcentral was a smaller company with 45 employees and over the past 3 years that number has grown to 150. 

Aldona’s most important learning over the past 10 years…

Aldona states that with sales operations, you are learning new things every day. The one thing that has stuck with Aldona throughout her career has been: “you need to bring solutions and not problems”. For sales operations you have to gather the data, investigate the data and come up with the gap analysis and then use this to propose a solution to management.

“Never assume and always ask questions” is another key learning that Aldona has learned over the past 10 years. Whenever you get a request people sometimes don’t know what they are actually looking for, so from a sale operations standpoint it’s good to ask them questions like:

  • What is the data for? 
  • What is the presentation for? 
  • Who will be looking at it? 
  • What’s their remit?

The more questions you ask the better the outcome will be. 

Aldona’s #1 sales metric…

Rep performance is the one sales metric Aldona would choose to track if she could only choose one. You need to look at the performance of each rep and to try and avoid have one rep be responsible for most of the results.

Aldona does this by tracking: 

  • The number of leads a rep is given
  • What happens with those leads?
  • What is the conversion rate? 

Who has had the most influence in Aldona’s career? 

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