Sales Operations Maturity Assessment

1. Sales Operations Maturity Assessment Sales Operations Maturity AssessmentSales Success Drivers Scores RecommendationsRecruitment & Retention Establish your new hire success rate and profile the characteristics of thoseNew hires achieve sales targets in 3 months of being recruited and trained 1 reps who hit the ground running. Analyze how many of your sales reps are achieving their on-target earnings.A solid Sales Compensation Plan is in place to retain top staff 2 Set goals to improve. Use our Sales Skills Assessment tool to evaluate your reps against the teamSkills Assessments are used to profile top performers & screen new hires 1 average and top performer.We validate candidates writing & presentation skills, education & past 4 0 Invite your VP marketing and a top sales rep to your interviews to get aAt least 2 other team members are part of the evaluation process 1 balanced perspective.Consultative Sales TrainingWe have adopted a consultative sales methodology such as SPIN Selling 4 0Ssales representatives are capable of discussing real customer needs 5 0 Use our Key Account Plan, Key Account Analysis, and Stakeholder AnalysisKey Account Planning & Stakeholder Analysis tools are in place 3 Matrix tools for training. Develop a sales training manual that defines the sales process and has CRMA comprehensive Sales Training Manual with Sales Tools has been created 2 system screenshots & FAQs.Sales Training Workshops are conducted at least once per year 4 0 Use our Sales Script, Sales Presentation, and Sales Proposal tools toWe use standardized Sales Scripts, Presentations, and other collateral 3 standardize your communications.Sales Process

2. Outline very specific criteria for promoting opportunities to the next stage in theWe have a defined Sales Process with specific criteria for each stage 1 pipeline. Have a one hour meeting with each department to communicate how theOur sales process is well understood by all departments in the company. 2 organizations sales process works. Ensure that you have a database of all your reps sales opportunities that canWe can organize/asses our opportunities by stage in our sales process. 1 be sorted and analyzed easily. Establish a process for communicating new opportunities that are close toOther depts have ample notice to prepare for new customer projects. 2 closing to all relevant departments. Develop a key account planning process to includes protocols for service callsWe have a documented process for handling our key accounts 1 and identifying opportunities. Try to integrate a quote management system within your CRM system. If not,Sales reps can easily develop standardized quotes for customers. 2 create a standard quoting tool.Sales ToolsOur sales people have access to all client data remotely 5 0 Ensure that all laptops are backed up on a minimum of a weekly basis toLaptops are equipped with secure remote access & back up is in place 3 mitigate risk of theft or damage.We have a consolidated cell phone and/or PDA plan 4 0Our PDAs are integrated with our CRM 4 0 Consolidate your travel booking for sales reps with one administrator or travelTravel plans are booked for our sales people 2 agent to keep reps producing.Sales Productivity ManagementWe know how many sales representatives have not achieved their quota 5 0 During performance reviews, discuss productivity metrics and set goals forProductivity metrics are assessed during performance reviews 3 improving results with more activity. Use our Sales Productivity Metrics tools to track results on a weekly, monthly,Productivity Metrics are tracked, monitored, and measured 3 and quarterly basis. Talk to your high performing reps about also leading the team with theirOur top performing representatives are also highly productive 2 productivity stats. Outline very specific criteria for promoting opportunities to the next stage in theWe have a defined Sales Process with specific criteria for each stage 1 pipeline. Have a one hour meeting with each department to communicate how theOur sales process is well understood by all departments in the company. 2 organizations sales process works. Ensure that you have a database of all your reps sales opportunities that canWe can organize/asses our opportunities by stage in our sales process. 1 be sorted and analyzed easily. Establish a process for communicating new opportunities that are close toOther depts have ample notice to prepare for new customer projects. 2 closing to all relevant departments. Develop a key account planning process to includes protocols for service callsWe have a documented process for handling our key accounts 1 and identifying opportunities. Try to integrate a quote management system within your CRM system. If not,Sales reps can easily develop standardized quotes for customers. 2 create a standard quoting tool.Sales ToolsOur sales people have access to all client data remotely 5 0 Ensure that all laptops are backed up on a minimum of a weekly basis toLaptops are equipped with secure remote access & back up is in place 3 mitigate risk of theft or damage.We have a consolidated cell phone and/or PDA plan 4 0Our PDAs are integrated with our CRM 4 0 Consolidate your travel booking for sales reps with one administrator or travelTravel plans are booked for our sales people 2 agent to keep reps producing.Sales Productivity ManagementWe know how many sales representatives have not achieved their quota 5 0 During performance reviews, discuss productivity metrics and set goals forProductivity metrics are assessed during performance reviews 3 improving results with more activity. Use our Sales Productivity Metrics tools to track results on a weekly, monthly,Productivity Metrics are tracked, monitored, and measured 3 and quarterly basis. Talk to your high performing reps about also leading the team with theirOur top performing representatives are also highly productive 2 productivity stats.

3. Provide proactive coaching and oversight to reps to ensure they are hittingWe have defined minimum standards for sales productivity metrics 3 minimal productivity results.We can verify our sales productivity metrics with a reporting system 5 0Sales Analysis & Forecasting Review forecasted vs. actual results to tighten up your forecasting accuracy.Our department-based quarterly sales forecasts are usually within 5-10% 1 Reward reps for accuracy. Use our Sales Forecasting Tool to provide reps with a standardized opportunityEach sales representative provides an accurate pipeline/funnel 3 management tool.We analyze sales results by product/service, market segment, etc 5 0 Break your annual sales goal down into individual targets for sales reps andAnnual sales plans are created to set goals and quotas 3 track progress monthly. Work with your IT manager to develop custom reports in your CRM system toIt is easy for sales management to obtain reports on sales 1 easily view sales results. Use our Sales Analyst Job Description to document the key responsibilities forWe have a dedicated Sales Analyst who analyzes results and builds reports 1 this team member.SFA/CRM Evaluate some popular CRM systems to determine if you have the functionalityOur current SFA/CRM System is meeting our business needs 2 you need long-term. Conduct a data quality audit to determine the cleanliness of your data. De-We are confident that the data inside our CRM system is accurate 2 duplicate records often. Set a policy that requires all senior managers, sales reps, and marketing staff toOver 90% of our employees have adopted our CRM system 3 use the CRM system.We have a CRM Administrator who can build reports, provide training, etc. 4 0 Ask your CRM system vendor if their application can integrate with third-partyOur CRM System is integrated with a lead generation system 1 lead management applications.Sales CompensationPay range for role is established & target salary/commissions identified 4 0 Provide proactive coaching and oversight to reps to ensure they are hittingWe have defined minimum standards for sales productivity metrics 3 minimal productivity results.We can verify our sales productivity metrics with a reporting system 5 0Sales Analysis & Forecasting Review forecasted vs. actual results to tighten up your forecasting accuracy.Our department-based quarterly sales forecasts are usually within 5-10% 1 Reward reps for accuracy. Use our Sales Forecasting Tool to provide reps with a standardized opportunityEach sales representative provides an accurate pipeline/funnel 3 management tool.We analyze sales results by product/service, market segment, etc 5 0 Break your annual sales goal down into individual targets for sales reps andAnnual sales plans are created to set goals and quotas 3 track progress monthly. Work with your IT manager to develop custom reports in your CRM system toIt is easy for sales management to obtain reports on sales 1 easily view sales results. Use our Sales Analyst Job Description to document the key responsibilities forWe have a dedicated Sales Analyst who analyzes results and builds reports 1 this team member.SFA/CRM Evaluate some popular CRM systems to determine if you have the functionalityOur current SFA/CRM System is meeting our business needs 2 you need long-term. Conduct a data quality audit to determine the cleanliness of your data. De-We are confident that the data inside our CRM system is accurate 2 duplicate records often. Set a policy that requires all senior managers, sales reps, and marketing staff toOver 90% of our employees have adopted our CRM system 3 use the CRM system.We have a CRM Administrator who can build reports, provide training, etc. 4 0 Ask your CRM system vendor if their application can integrate with third-partyOur CRM System is integrated with a lead generation system 1 lead management applications.Sales CompensationPay range for role is established & target salary/commissions identified 4 0

4. Our plan is designed to reward top performers 4 0Our sales compensation plans are driven from business goals & objectives 5 0 Following the rollout of a new compensation plan, track the actual payouts toWe regularly analyze actual versus modeled results 2 see if your model works as planned.Sales & Marketing AlignmentMarketing campaigns are coordinated with follow up sales activities 5 0 Have an open book policy for sharing information on active pipelineMarketing & Sales openly share pipeline & work together 2 opportunities to promote trust & alignment. Survey the sales team to identify which marketing collateral is helpful and whatMarketing & Sales are trusted partners & collaborate closely on all fronts 2 needs to be redesigned. Use our Qualified Lead Definition Tool to agree on the criteria that make up aSales & Marketing have a common definition for a qualified lead 3 marketing qualified lead.Sales Leadership & ManagementAll of our sales managers have successful experience in front-line selling 4 0 Proactively groom new sales leaders and managers by inviting Sales toOur managers are involved in formal succession planning 2 participate in succession planning.Sales Management analyzes our teams opportunity pipeline stages 4 0Our sales managers create a positive sales culture 5 0Performance Reviews are tied to key metrics for productivity & revenue 4 0 Our plan is designed to reward top performers 4 0Our sales compensation plans are driven from business goals & objectives 5 0 Following the rollout of a new compensation plan, track the actual payouts toWe regularly analyze actual versus modeled results 2 see if your model works as planned.Sales & Marketing AlignmentMarketing campaigns are coordinated with follow up sales activities 5 0 Have an open book policy for sharing information on active pipelineMarketing & Sales openly share pipeline & work together 2 opportunities to promote trust & alignment. Survey the sales team to identify which marketing collateral is helpful and whatMarketing & Sales are trusted partners & collaborate closely on all fronts 2 needs to be redesigned. Use our Qualified Lead Definition Tool to agree on the criteria that make up aSales & Marketing have a common definition for a qualified lead 3 marketing qualified lead.Sales Leadership & ManagementAll of our sales managers have successful experience in front-line selling 4 0 Proactively groom new sales leaders and managers by inviting Sales toOur managers are involved in formal succession planning 2 participate in succession planning.Sales Management analyzes our teams opportunity pipeline stages 4 0Our sales managers create a positive sales culture 5 0Performance Reviews are tied to key metrics for productivity & revenue 4 0

5. WeightingCustomize this tool by changing the weighting scale for each assessment category. Weighting Scale Sales Sales & SalesRecruitment & Consultative Sales Analysis Sales Retention Sales Training Sales Process Sales Tools Productivity & Forecasting SFA/CRM Compensation Marketing Leadership & Total Management Alignment Management 10% 10% 15% 5% 10% 10% 15% 10% 10% 5% 100% WeightingCustomize this tool by changing the weighting scale for each assessment category. Weighting Scale Sales Sales & SalesRecruitment & Consultative Sales Analysis Sales Retention Sales Training Sales Process Sales Tools Productivity & Forecasting SFA/CRM Compensation Marketing Leadership & Total Management Alignment Management 10% 10% 15% 5% 10% 10% 15% 10% 10% 5% 100%

6. Self AssessmentRank your organizations compliance with each best practice using the drop-down box in the Score column. Recruitment & Retention Description of Best Practices Score Notes/Comments New hires usually achieve their sales targets within 3 months of being recruited and trained. 1 We have a solid Sales Compensation Plan to retain top staff with over 50% achieving on-target-earnings. 2 Sales Skills Assessments are used to profile our top performers, screen new hires, and inform training needs. 1 We validate each candidates writing skills, presentation skills, education and past employment. 4 At least 2 other team members are part of the evaluation process. 1 Consultative Sales Training Description of Best Practices Score Notes/Comments We have adopted a consultative sales methodology such as SPIN Selling, Miller Heiman, etc. 4 Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5 Self AssessmentRank your organizations compliance with each best practice using the drop-down box in the Score column. Recruitment & Retention Description of Best Practices Score Notes/Comments New hires usually achieve their sales targets within 3 months of being recruited and trained. 1 We have a solid Sales Compensation Plan to retain top staff with over 50% achieving on-target-earnings. 2 Sales Skills Assessments are used to profile our top performers, screen new hires, and inform training needs. 1 We validate each candidates writing skills, presentation skills, education and past employment. 4 At least 2 other team members are part of the evaluation process. 1 Consultative Sales Training Description of Best Practices Score Notes/Comments We have adopted a consultative sales methodology such as SPIN Selling, Miller Heiman, etc. 4 Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5

7. Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5Key Account Planning, Stakeholder Analysis, and/or Territory Management tools are in place to assist reps. 3A comprehensive Sales Training Manual with Sales Tools has been created to document our methods. 2Sales Training Workshops are conducted at least once per year to maintain continuous improvement. 4We use standardized Sales Scripts, Presentations, Proposals, and other collateral to maintain consistency. 3Sales ProcessDescription of Best Practices Score Notes/CommentsWe have a defined Sales Process with specific criteria for each stage in the opportunity pipeline/funnel. 1Our sales process is well understood by all departments in the company. 2We are able to organize/asses our opportunities by stage in our sales process. 1Other departments have ample notice to prepare for new customer projects. 2We have a documented process for handling our key accounts and prospects. 1 Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5Key Account Planning, Stakeholder Analysis, and/or Territory Management tools are in place to assist reps. 3A comprehensive Sales Training Manual with Sales Tools has been created to document our methods. 2Sales Training Workshops are conducted at least once per year to maintain continuous improvement. 4We use standardized Sales Scripts, Presentations, Proposals, and other collateral to maintain consistency. 3Sales ProcessDescription of Best Practices Score Notes/CommentsWe have a defined Sales Process with specific criteria for each stage in the opportunity pipeline/funnel. 1Our sales process is well understood by all departments in the company. 2We are able to organize/asses our opportunities by stage in our sales process. 1Other departments have ample notice to prepare for new customer projects. 2We have a documented process for handling our key accounts and prospects. 1

8. We have a documented process for handling our key accounts and prospects. 1Sales reps can easily develop and provide standardized quotes for customers. 2Sales ToolsDescription of Best Practices Score Notes/CommentsOur sales people have access to all client data remotely. 5Laptops are equipped with secure remote access and a back up strategy is in place for remote workers. 3We have a consolidated cell phone and/or PDA plan. 4Our PDAs are integrated with our CRM. 4Travel plans are booked for our sales people to save them time and consolidate our business with one supplier. 2Sales Productivity ManagementDescription of Best Practices Score Notes/CommentsWe know how many sales representatives have not achieved their quota for the past 2 quarters. 5Productivity metrics are reviewed and goals are set during performance reviews. 3 We have a documented process for handling our key accounts and prospects. 1Sales reps can easily develop and provide standardized quotes for customers. 2Sales ToolsDescription of Best Practices Score Notes/CommentsOur sales people have access to all client data remotely. 5Laptops are equipped with secure remote access and a back up strategy is in place for remote workers. 3We have a consolidated cell phone and/or PDA plan. 4Our PDAs are integrated with our CRM. 4Travel plans are booked for our sales people to save them time and consolidate our business with one supplier. 2Sales Productivity ManagementDescription of Best Practices Score Notes/CommentsWe know how many sales representatives have not achieved their quota for the past 2 quarters. 5Productivity metrics are reviewed and goals are set during performance reviews. 3

9. Productivity Metrics are tracked, monitored, and measured (# dials, appointments, new opportunities, etc). 3Our top performing representatives based on revenue are also highly productive and set a good example. 2We have defined minimum standards for sales productivity metrics (work ethic) and enforce adequately. 3We can verify our productivity metrics (dials, new opportunities created, etc) with a reporting system and reps canview their productivity throughout the day. 5Sales Analysis & ForecastingDescription of Best Practices Score Notes/CommentsOur department-based quarterly sales forecasts are usually within 5-10% of actual sales results. 1Each sales representative provides an accurate sales opportunity pipeline/funnel on minimum monthly basis. 3We analyze sales results by product/service, market segment, channels, sales representatives, etc. 5Annual sales plans are created to set goals and quotas for the team and individual sales representatives . 3It is easy for sales management to obtain reports on sales results by product, segment, channels, reps, etc. 1We have a dedicated Sales Analyst who analyzes results and builds reports. 1 Productivity Metrics are tracked, monitored, and measured (# dials, appointments, new opportunities, etc). 3Our top performing representatives based on revenue are also highly productive and set a good example. 2We have defined minimum standards for sales productivity metrics (work ethic) and enforce adequately. 3We can verify our productivity metrics (dials, new opportunities created, etc) with a reporting system and reps canview their productivity throughout the day. 5Sales Analysis & ForecastingDescription of Best Practices Score Notes/CommentsOur department-based quarterly sales forecasts are usually within 5-10% of actual sales results. 1Each sales representative provides an accurate sales opportunity pipeline/funnel on minimum monthly basis. 3We analyze sales results by product/service, market segment, channels, sales representatives, etc. 5Annual sales plans are created to set goals and quotas for the team and individual sales representatives . 3It is easy for sales management to obtain reports on sales results by product, segment, channels, reps, etc. 1We have a dedicated Sales Analyst who analyzes results and builds reports. 1

10. . We have a dedicated Sales Analyst who analyzes results and builds reports. 1SFA/CRMDescription of Best Practices Score Notes/CommentsOur current Sales Force Automation/CRM System is meeting our business needs and will for next 18 months. 2We are confident that the data inside our CRM system is accurate (no duplicates, incorrect information, etc). 2Over 90% of our sales representatives, managers, and senior executives have adopted our CRM system. 3We have a competent CRM Administrator who can build reports, provide training, and customize our system. 4Our CRM System is integrated with a lead generation system providing lead scoring & prospect analytics. 1Sales CompensationDescription of Best Practices Score Notes/CommentsWe establish the pay range for each role and identify the target salary, commissions to be competitive in our market. 4Our plan is designed to reward top performers. 4Our sales compensation plans are driven from business goals and objectives. 5

11. . Our sales compensation plans are driven from business goals and objectives. 5We regularly analyze actual versus modeled compensation results. 2Sales & Marketing AlignmentDescription of Best Practices Score Notes/CommentsMarketing campaigns are coordinated with follow up sales activities. 5Marketing & Sales openly share pipeline and work together to improve the flow of leads in the sales process. 2Marketing and Sales are trusted partners and collaborate closely on all fronts (including the creation of marketingmaterials). 2We have a common definition for a qualified lead between sales & marketing. 3Sales Leadership & ManagementDescription of Best Practices Score Notes/CommentsAll of our sales managers have successful experience in front-line selling and are respected as such by sales reps. 4Our sales managers are involved in formal succession planning. 2Sales Management analyzes our teams opportunity pipeline stages carefully to ensure we meet our targets. 4

12. . Sales Management analyzes our teams opportunity pipeline stages carefully to ensure we meet our targets. 4Our sales managers create a positive sales culture by empowering, educating & energizing our sales force. 5Performance Reviews are tied to key sales metrics for productivity & revenue. 4

13. . Current GoalSales Operations Success Drivers Sales Operations Maturity Index State StateRecruitment & Retention 1.8 2.3 Recruitment & RetentionConsultative Sales Training 3.5 4.0 5.0 Sales Leadership Consultative Sales & Management 3.8 4.0 TrainingSales Process 1.5 2.0 3.5 3.0 1.8Sales Tools 3.6 4.1 2.0 Sales & Marketing Sales Process Alignment 3.0Sales Productivity Management 3.5 4.0 1.0 1.5 0.0Sales Analysis & Forecasting 2.3 2.8 Sales 3.8 3.6 Sales Tools CompensationSFA/CRM 2.4 2.9 2.4Sales Compensation 3.8 4.3 2.3 3.5 Sales Productivity SFA/CRM ManagementSales & Marketing Alignment 3.0 3.5 Sales Analysis & ForecastingSales Leadership & Management 3.8 4.3Sales Operations Score (out of 100) 54