The sales function at any company is very complex. A successful sales organization is the result of many variegated factors which are directly affected and also indirectly influenced by the sales leaders of those organization (i.e. a EVP or VP of Sales or the CRO – the executive who is in charge of the sales organization):
- decisions
- investments
- systems
- processes
- execution
This strategic set of inputs into the sales organization’s success is called the “Sales Effectiveness & Growth Drivers” and they affect the sales and the company’s results.
Every executive responsible for the sales force and for sales results – and therefore, by design, the “Sales Strategy” – must design their Sales Strategy based on these drivers. These drivers will help break down the complexity of the sales organization into logical components when planning. Sales executives can also use these to diagnose sales results by looking at these categories and the drives and they must also correctly adjust to improve their sales effectiveness and growth.
1) Strategic Drivers
- Sales strategy
- Sales force structure and size
- Sales role design and span of control
- Sales territory planning & management
- Sales pipeline creation
2) Sales force Development Drivers
- Recruiting
- Onboarding
- Sales leadership
- 1-on-1 Coaching – Account Coaching
- 1-on-1 Coaching – Opportunity Management Coaching
- 1-on-1 Coaching – Sales Skills (Calls, Objections, etc)
- 1-on-1 Coaching – Complex Sales Negotiations
- Group Coaching via Film Reviews
- Communication
- Continued learning
- Ongoing training and development
- Company and sales culture
- Quality of sales management team
- Alignment with marketing
- Teamwork
3) Performance Management Drivers
- Goal setting
- Sales forecasting
- Performance management
- Compensation and incentives
- Motivation programs
- Culture and a meaningful work environment
4) Technology Enablement Drivers
- Information management
- Industry and customer research
- CRM and data
- Sales tools