What do you do if you want to streamline Sales Operations using technology?

If you are seeking to optimize and enhance your Sales Operations through the utilization of technology, there are several steps you can take. Firstly, it is crucial to assess your current sales processes and identify areas that can be automated or streamlined. This could involve implementing a customer relationship management (CRM) system to effectively manage and track sales activities, leads, and customer interactions. Additionally, integrating sales analytics tools can provide valuable insights into sales performance and help identify areas for improvement. Furthermore, leveraging automation tools such as email marketing platforms or sales enablement software can streamline repetitive tasks and enhance productivity.

Before investing in new technology, it's critical to understand your current landscape—goals, challenges, performance metrics, tools integration, and the burden of administrative tasks. Conduct a thorough assessment, but importantly, extend your circle of inquiry beyond executives and management. Engage directly with frontline employees for honest feedback. They are the ones facing daily challenges and can pinpoint real pain points and opportunities for improvement. Their insights will ensure your technology investments are targeted and impactful, addressing actual needs rather than perceived ones.

When searching for technology solutions to streamline operations, involving frontline employees in every demo is crucial. Their hands-on experience ensures the chosen solution addresses real-world challenges effectively. Additionally, remember that SaaS solutions encompass not just the software but also the team behind it. Prioritize providers who offer robust post-launch support; if there's any doubt about their responsiveness, consider other options. Also, focus on the present capabilities of the software rather than potential future features. Invest in solutions that meet your current needs, acknowledging that promised features may not materialize.

Any technology that is being considered to support the revenue team by revenue operations, which includes sales ops, must be strategically integrated with the CRM. The biggest mistake I see is taking on new systems to solve a problem, and failing to integrate it properly with the CRM. When I say integrate, that doesn’t mean custom development and API hooks. I mean out of the box, easy integrations that enable the teams to be agile. If the tool does not have a built-in app or an easy out of the box integration with whatever your CRM is, then you should reconsider. All decisions around technology should be made collectively with the groups that touch the CRM; independent decisions, create problems, state of silos, and other issues.

In my experience, adoption is as important as integration. While technology is meant to improve the process, it is often underutilized if adequate training is not provided. Ensuring that your team knows how to use the product correctly and comfortably is crucial. A good manager knows how to deliver this technology and demonstrate it's benefits, which improves retention and implementation.