In every modern sales environment, dozens of variables must be addressed and aligned to drive predictable results. These include training, onboarding, compensation, messaging, demand creation and much more.
Throw into that mix the complication of managing a multi-generational sales team and things exponentially get more difficult.
For Jennifer Brandenburg, vice president of worldwide inside sales at GE Digital and a keynoter at next week’s Revenue Summit, the key to aligning these variables comes down to two things – process and accountability.
“You absolutely must be consistent and accountable to the same process across all of your teams, especially with multi-site and multi-national sales organizations,” Jennifer says. “Unfortunately this state exists in less than 5 percent of sales organizations today.”
Focusing on key pillars such as process and accountability allows Jennifer and other sales leaders to break down key process-driven components into actionable formats. This includes lead and opportunity stage definitions, buyer personas, pipeline development goals and more.
From an accountability standpoint, Jennifer recommends tying compensation to every stage of the sales process to ensure compliance. And a dedication to process includes how the sales organization works with other departments and provides feedback to marketing.
“We’ve been giving marketing anecdotal feedback but not enough precise, actionable feedback,” she says. “But 90 percent of the time, when we look at what’s really broken or what really needs to change, it’s the sales organization and our dedication to process and accountability. It’s not the leads or the marketing or other departments.
“We need their support and coordination to succeed but we need to clean up our own house to drive that change And what I’ve noticed in GE Digital is that our focus on change management is helping other departments improve their accountability as well.”
I’m excited to hear Jennifer talk more about building a high-performance sales organization at the Revenue Summit on March 1, 2018 (Heinz Marketing is a media sponsor of the event). Use this link to register and enter the code HEINZ at check-out to get 20 percent off your registration fee.
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