The only way to measure anything sales-related is though revenue, revenue, and revenue—right?
Not quite. Revenue performance is an important key result that feeds into the success of a Sales Operations team, but it’s not the only objective you should be implementing and tracking! To effectively gauge your Sales Operations, you’ll need to get more nuanced with your measurement methods.
Sales Operations itself is a niche responsibility within the company. At its core, Sales Operations (also called Sales Ops) reduces friction in the sales process so salespeople are more productive and successful. This department handles a variety of tasks and responsibilities—primarily, anything and everything that helps sales teams achieve sustainable growth.
As organizations prepare to build or scale their Sales Ops departments, questions will arise:
- What are typical Sales Ops goals?
- What is the best way to measure the Sales Ops team’s success?
- Should they be held to the same revenue goals as our sales team?
- How will we hold them accountable?
Allow me to introduce OKRs: Objectives and Key Results. Each OKR consists of an Objective, which is a clearly defined goal, and three to five Key Results, which are specific measures used to track the achievement of that goal. This method of goal-setting allows teams to collaboratively set challenging, ambitious goals with measurable results. OKRs will help you track progress, create alignment, and encourage engagement around measurable goals. Typically, a Sales Ops organization will have three to five high-level objectives and three to five key results for each of those objectives.
So, what OKRs should your Sales Ops department be implementing and tracking? The answer is not one-size-fits-all. It depends on your organization and its specific overarching objectives. Every business has unique goals and its own definition of success. With that in mind, this outline will help you brainstorm a few key OKRs that are specific to your business to implement within your Sales Ops organization.
1. Revenue Goals
- Example Objective: Attainment of quota
- Example Key Result: Close X volume of business
- Example Key Result: Increase revenue by X dollars per sales head
- Example Key Result: Improve speed through the sales funnel by X amount of time
2. Sales Analytics & Technology Enablement Goals
- Example Objective: Improve efficiency and ease of CRM reporting for leadership
- Example Key Result: Drive decisions and ideas around the trends identified
- Example Key Result: Enable leadership to run and understand all reports while working remotely
- Example Objective: Implement X enablement tool throughout the sales organization
- Example Key Result: Reduce the time it takes to schedule a sales meeting after tool is implemented
- Example Key Result: Increase average number of meetings scheduled after tool is implemented
- Example Key Result: Decrease no-show rate by 20% after tool is implemented
3. Sales Training & Development Goals
- Example Objective: Develop a new remote onboarding/training plan for new sales hires
- Example Key Result: Seamless transition from in-office to remote onboarding using video and e-learning materials
- Example Key Result: Maintain the existing onboarding timeline despite the transition
- Example Objective: Upskill sellers on a regular basis to make sure that they know the latest product features, the latest selling styles, the latest buyer personas within the market, and how to sell during a crisis
- Example Key Result: Implement COVID-19 sales messaging & talk tracks in Salesloft
- Example Key Result: Improve selling effectiveness over Zoom video
- Example Key Result: Increase conversion rate using Vidyard videos in prospecting email
4. Sales Process & Systems Goals
- Example Objective: Optimize BDR → AE handoff within the sales process
- Example Key Result: Develop and implement Service Level Agreement (SLA) for pass off
- Example Key Result: Reduce friction between the BDR Team and the AE Team
- Example Key Result: Improve the number of pass offs from BDR → AE by 10%
- Example Objective: Survey the sales team to understand the true impact of Sales Ops
- Example Key Result: Average Net Promoter Score (NPS) of 9-10
- Example Key Result: Assess and address any negative feedback
- Example Key Result: Identify top priority for new Sales Ops objectives based on feedback
With these examples as your guide, take the time to map out three to five key OKRs that your Sales Ops team will own each quarter. It’s crucial that you’re not creating your OKRs in a vacuum. Instead, think of the broader company goals and make sure your objectives are aligned accordingly. Your OKRs should also continue to evolve over time - especially for companies that are just beginning to launch their Sales Ops departments.
Need assistance crafting your Sales Ops OKRs? Sales BQ can help. We can lay the groundwork for your entire Sales Ops department or help close any gaps you might have today. We’ll conduct an audit and craft personalized recommendations to help you achieve your Sales Ops goals and objectives!