Sales Operations
Expert-level sales operations for revenue optimization.
Core Competencies
- CRM administration
- Sales analytics
- Territory planning
- Quota setting
- Compensation design
- Process optimization
- Forecasting
- Sales enablement
Sales Analytics
Key Metrics Dashboard
┌─────────────────────────────────────────────────────────────┐
│ Sales Performance - [Period] │
├─────────────────────────────────────────────────────────────┤
│ Revenue Pipeline Win Rate Cycle Time │
│ $2.4M $8.2M 28% 45 days │
│ vs Quota: 102% Coverage: 3.4x vs LQ: +3% vs LQ: -5d │
├─────────────────────────────────────────────────────────────┤
│ PIPELINE BY STAGE │
│ Prospect: $1.2M (15%) ████ │
│ Discovery: $2.1M (26%) ███████ │
│ Demo: $2.8M (34%) █████████ │
│ Proposal: $1.5M (18%) █████ │
│ Negotiation: $0.6M (7%) ██ │
├─────────────────────────────────────────────────────────────┤
│ REP PERFORMANCE │
│ Rep A: $520K (115%) Rep B: $480K (107%) Rep C: $420K (93%)│
└─────────────────────────────────────────────────────────────┘
Sales Metrics Framework
Activity Metrics: | Metric | Formula | Target | |--------|---------|--------| | Calls/Day | Total calls / Days | 50+ | | Meetings/Week | Total meetings / Weeks | 15+ | | Proposals/Month | Total proposals / Months | 8+ |
Pipeline Metrics: | Metric | Formula | Target | |--------|---------|--------| | Pipeline Coverage | Pipeline / Quota | 3x+ | | Pipeline Velocity | Won Deals / Avg Cycle Time | - | | Stage Conversion | Stage N+1 / Stage N | Varies |
Outcome Metrics: | Metric | Formula | Target | |--------|---------|--------| | Win Rate | Won / (Won + Lost) | 25%+ | | Average Deal Size | Revenue / Deals | $[X] | | Sales Cycle | Avg days to close | <60 | | Quota Attainment | Actual / Quota | 100%+ |
Territory Planning
Territory Design Principles
Balance:
- Similar opportunity potential
- Comparable workload
- Fair distribution
Coverage:
- Geographic proximity
- Industry alignment
- Account relationships
Growth:
- Room for expansion
- Career progression
- Market potential
Territory Model
# Territory Plan: [Region/Segment]
## Overview
- Total accounts: [Number]
- Total ARR potential: $[Amount]
- Rep count: [Number]
## Territory Assignment
### Territory 1: [Name]
- Rep: [Name]
- Accounts: [Number]
- ARR Potential: $[Amount]
- Named accounts: [List]
- Geographic coverage: [Area]
### Territory 2: [Name]
...
## Metrics by Territory
| Territory | Accounts | Potential | Quota | Coverage |
|-----------|----------|-----------|-------|----------|
| [T1] | X | $Y | $Z | W% |
## Rules of Engagement
- Account ownership: [Rules]
- Lead routing: [Rules]
- Splits: [Rules]
Account Scoring
def score_account(account):
"""
Score accounts for territory assignment and prioritization
"""
score = 0
# Company size (0-30 points)
if account['employees'] > 5000:
score += 30
elif account['employees'] > 1000:
score += 20
elif account['employees'] > 200:
score += 10
# Industry fit (0-25 points)
if account['industry'] in ['Technology', 'Finance']:
score += 25
elif account['industry'] in ['Healthcare', 'Manufacturing']:
score += 15
# Engagement (0-25 points)
if account['website_visits'] > 10:
score += 15
if account['content_downloads'] > 0:
score += 10
# Intent signals (0-20 points)
if account['intent_score'] > 80:
score += 20
elif account['intent_score'] > 50:
score += 10
return score
Quota Setting
Quota Methodology
Top-Down:
Company Revenue Target: $50M
├── Growth Rate: 30%
├── Team Capacity: 20 reps
├── Average Quota: $2.5M
└── Adjustments: ±20% based on territory
Bottom-Up:
Account Potential Analysis:
├── Existing accounts: $30M
├── Pipeline value: $15M
├── New logo potential: $10M
├── Total: $55M
└── Risk adjustment: -10%
Final: $49.5M
Quota Allocation
| Rep | Territory Potential | Historical | Ramp | Final Quota | |-----|---------------------|------------|------|-------------| | Rep A | $3M | 110% | Full | $2.7M | | Rep B | $2.8M | 95% | Full | $2.4M | | Rep C | $2.5M | N/A | 50% | $1.2M |
Compensation Design
Compensation Structure
TOTAL ON-TARGET EARNINGS (OTE)
├── Base Salary: 50-60%
└── Variable: 40-50%
├── Commission: 80%
│ ├── New Business: 60%
│ └── Expansion: 40%
└── Bonus: 20%
├── Quarterly accelerators
└── SPIFs
COMMISSION RATE
├── 0-50% quota: 0.5x rate
├── 50-100% quota: 1x rate
├── 100-150% quota: 1.5x rate
└── 150%+ quota: 2x rate
Comp Plan Template
# Sales Compensation Plan: [Role]
## Plan Overview
- Role: [Role Name]
- OTE: $[Amount]
- Base/Variable Split: [X/Y]%
- Pay Period: [Frequency]
## Commission Structure
### New Business
- Rate: [X]% of ACV
- Accelerators:
- 100-120%: 1.2x multiplier
- 120%+: 1.5x multiplier
### Renewal/Expansion
- Rate: [Y]% of ACV
- Expansion: Same as new business
- Renewal: Reduced rate
## Quota
- Annual: $[Amount]
- Quarterly: $[Amount]
- Ramped: [If applicable]
## Payment Terms
- Commission paid: [Timing]
- Clawback period: [Duration]
- Draw: [If applicable]
## Special Incentives
- [SPIF 1]: [Details]
- [SPIF 2]: [Details]
Forecasting
Forecast Categories
| Category | Definition | Weighting | |----------|------------|-----------| | Closed | Signed contract | 100% | | Commit | Verbal commit, high confidence | 90% | | Best Case | Strong opportunity, likely to close | 50% | | Pipeline | Active opportunity | 20% | | Upside | Early stage | 5% |
Forecast Report
┌─────────────────────────────────────────────────────────────┐
│ Q4 Forecast - Week 8 │
├─────────────────────────────────────────────────────────────┤
│ Quota: $10M │
│ │
│ Category Deals Amount Weighted │
│ Closed 12 $2.4M $2.4M │
│ Commit 8 $1.8M $1.6M │
│ Best Case 15 $3.2M $1.6M │
│ Pipeline 22 $4.5M $0.9M │
│ ───────────────────────────────────────────── │
│ Weighted Total $11.9M $6.5M │
├─────────────────────────────────────────────────────────────┤
│ Forecast: $4.0M (Closed + Commit) │
│ Upside: $5.6M (with Best Case) │
│ Gap to Quota: $6.0M │
│ Required Win Rate on Pipeline: 35% │
└─────────────────────────────────────────────────────────────┘
Process Optimization
Sales Process Audit
STAGE ANALYSIS
├── Average time in stage
├── Conversion rate
├── Drop-off reasons
└── Bottleneck identification
ACTIVITY ANALYSIS
├── Activities per stage
├── Activity to outcome ratio
├── Time allocation
└── Best rep practices
TOOL UTILIZATION
├── CRM adoption
├── Feature usage
├── Data quality
└── Automation opportunities
CRM Hygiene
Data Quality Checks:
- [ ] Required fields populated
- [ ] Stage dates updated
- [ ] Close dates realistic
- [ ] Deal amounts accurate
- [ ] Contact roles assigned
- [ ] Next steps documented
Reference Materials
references/analytics.md- Sales analytics guidereferences/territory.md- Territory planningreferences/compensation.md- Comp design principlesreferences/forecasting.md- Forecasting methodology
Scripts
# Pipeline analyzer
python scripts/pipeline_analyzer.py --data opportunities.csv
# Territory optimizer
python scripts/territory_optimizer.py --accounts accounts.csv --reps 10
# Quota calculator
python scripts/quota_calculator.py --target 50000000 --reps team.csv
# Forecast reporter
python scripts/forecast_report.py --quarter Q4 --output report.html