Data for this analysis was provided by sales operations job postings found on DataFox. This article is the third installment of our five-part Sales Operations Series. The complete analysis will be featured in our upcoming Sales Operations Ebook. Pre-register for your copy, today!
Territory design, account tiering, and account prioritization are all critical to sales operations executing on established long-term sales goals. With the availability of various data solutions, sales operations can now execute on their quarterly planning with greater efficiency and better outcomes.
Use concentration of high-value accounts to design territories equitably
Typically, territories have been divided by geographic location. If geo territory planning is part of your playbook, consider this: divvying territories by sheer number of accounts carries the risk of unequal distribution of high-value accounts. This can leave new reps with territories that have less potential, causing friction within the team and ultimately high rates of turnover.
To avoid inequitable distribution and internal strife among reps, use the concentration of your accounts to inform the territory design rather than the zip code qualification. To do this, map out where your high-value accounts are, and use that distribution to inform either, how many reps to assign to a given territory, or how to design the territories all together.
Use account prioritization to optimize reps’ time
Even with equitably distributed territories, it is still impossible for a single rep to work all accounts equally (and they shouldn’t). To mitigate the all-too-common problem of reps spending their time sifting through accounts that are not ready to buy, undergo a constant cycle of prioritizing and deprioritizing accounts.
There are a variety of ways to prioritize accounts, from engagement, to a recent activity that may indicate a company is ready to buy.
For example, if you are a company who sells to marketing professionals, and a company in your ICP is hiring for VP of marketing, that indicates a great opportunity for a sales person to start a conversation and prioritize that account. We call those Company Signals.
To prioritize accounts, sales operations should examine both engagement and recent Company Signals and prioritize accordingly. Use signals from historic closed-won deals to get a sense of which Company Signals are of value. Additionally, interviews with sales reps may uncover valuable signals not captured in the data.
A deep understanding of their accounts, gives sales operations the tools they need to optimize sales performance; equitably designed territories and a clear understanding of the accounts they devote their time on.
Want to learn more about how to move your sales operations career forward?
Be sure to attend our monthly sales operations MeetUp and stay tuned for the next segment in our Sales Operation Series. Next week’s installment will cover Reporting and Communication.