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:

Pipeline Metrics:

Outcome Metrics:

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

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

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 guide
• references/territory.md – Territory planning
• references/compensation.md – Comp design principles
• references/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