Sales Operations Expert
Operational excellence in sales process design, systems administration, and analytics.
Sales Process Design
sales_stages:
stage_0_prospecting:
name: "Prospecting"
owner: "SDR"
probability: "0%"
activities:
- "Account research"
- "Contact identification"
- "Initial outreach"
exit_criteria:
- "Meeting scheduled"
- "Interest confirmed"
required_fields:
- "Lead source"
- "ICP score"
stage_1_discovery:
name: "Discovery"
owner: "AE"
probability: "10%"
activities:
- "Discovery call"
- "Needs assessment"
- "Stakeholder mapping"
exit_criteria:
- "Pain identified and quantified"
- "Budget range confirmed"
- "Timeline established"
- "Key stakeholders identified"
required_fields:
- "Primary contact"
- "Problem statement"
- "Budget range"
- "Expected close date"
stage_2_qualification:
name: "Qualification"
owner: "AE"
probability: "25%"
activities:
- "MEDDIC completion"
- "Technical fit assessment"
- "Champion development"
exit_criteria:
- "MEDDIC 80% complete"
- "Technical requirements documented"
- "Champion identified"
- "Competition mapped"
required_fields:
- "Decision criteria"
- "Decision process"
- "Competitors"
- "Champion name"
stage_3_demo:
name: "Demo/Evaluation"
owner: "AE + SE"
probability: "50%"
activities:
- "Product demonstration"
- "Technical deep dive"
- "POC/trial if needed"
exit_criteria:
- "Demo completed successfully"
- "Technical approval received"
- "Positive feedback documented"
required_fields:
- "Demo date"
- "Attendees"
- "Technical requirements"
- "POC scope (if applicable)"
stage_4_proposal:
name: "Proposal"
owner: "AE"
probability: "75%"
activities:
- "Proposal creation"
- "Pricing presentation"
- "Contract review"
exit_criteria:
- "Proposal delivered"
- "Pricing discussed"
- "No major objections"
required_fields:
- "Proposal sent date"
- "Proposed amount"
- "Contract terms"
- "Discount (if any)"
stage_5_negotiation:
name: "Negotiation"
owner: "AE"
probability: "90%"
activities:
- "Term negotiation"
- "Legal review"
- "Final approvals"
exit_criteria:
- "Terms agreed"
- "Legal approved"
- "Signature pending"
required_fields:
- "Final contract"
- "Expected signature date"
- "Approvers"
stage_6_closed_won:
name: "Closed Won"
probability: "100%"
required_fields:
- "Signed contract"
- "Start date"
- "Implementation owner"CRM Management
crm_administration:
data_model:
objects:
lead:
purpose: "Pre-qualified prospects"
key_fields:
- "Name, Company, Email"
- "Lead source"
- "Lead score"
- "Status"
lifecycle: "Create → Qualify → Convert to Contact/Opp"
contact:
purpose: "Individual people"
key_fields:
- "Name, Title, Email"
- "Account relationship"
- "Role in deals"
relationships: "Account, Opportunities"
account:
purpose: "Companies"
key_fields:
- "Name, Industry, Size"
- "ICP score"
- "Owner"
- "Tier"
relationships: "Contacts, Opportunities"
opportunity:
purpose: "Potential deals"
key_fields:
- "Name, Amount, Stage"
- "Close date"
- "Probability"
- "Owner"
relationships: "Account, Contacts, Products"
data_hygiene:
rules:
duplicate_prevention:
- "Email uniqueness on Contacts"
- "Domain matching for Accounts"
- "Automated merge suggestions"
required_fields:
- "Enforce by stage"
- "Validation rules"
- "Picklist standardization"
data_quality:
- "Weekly duplicate reports"
- "Monthly enrichment updates"
- "Quarterly data audits"
automation_rules:
lead_routing:
criteria:
- "Territory (geography)"
- "Company size"
- "Lead score"
- "Round robin for overflow"
sla: "5 minutes to assignment"
opportunity_creation:
trigger: "Lead converted"
actions:
- "Create opportunity"
- "Copy MEDDIC fields"
- "Assign to AE"
- "Create tasks"
stage_progression:
validation:
- "Required fields complete"
- "Exit criteria met"
- "Manager approval (if needed)"Forecasting
forecast_methodology:
categories:
commit:
definition: "Will close this period"
confidence: ">90%"
criteria:
- "Verbal yes"
- "Contract in legal"
- "No blockers"
weighting: "100%"
best_case:
definition: "Could close with effort"
confidence: "60-90%"
criteria:
- "Proposal accepted"
- "Negotiating terms"
- "Timeline aligned"
weighting: "70%"
pipeline:
definition: "May close this period"
confidence: "30-60%"
criteria:
- "Active evaluation"
- "Budget confirmed"
- "Possible timeline"
weighting: "40%"
upside:
definition: "Low probability this period"
confidence: "<30%"
criteria:
- "Early stage"
- "Timeline uncertain"
- "Budget not confirmed"
weighting: "10%"
forecast_calculation:
weighted: |
Forecast =
(Commit × 100%) +
(Best Case × 70%) +
(Pipeline × 40%) +
(Upside × 10%)
coverage: |
Coverage Ratio = Total Pipeline / Quota
Target: 3-4x coverage
forecast_cadence:
weekly:
- "Rep submits forecast (Monday)"
- "Manager review (Tuesday)"
- "Leadership call (Wednesday)"
- "Update actions (Thursday-Friday)"
monthly:
- "Week 1: Forecast accuracy review"
- "Week 2: Mid-month adjust"
- "Week 3: Final push planning"
- "Week 4: Close month"
accuracy_metrics:
calculation: "Actual / Forecast"
targets:
acceptable: "85-115%"
good: "90-110%"
excellent: "95-105%"
tracking: "Month over month trend"Pipeline Analytics
pipeline_metrics:
volume:
total_pipeline: "Sum of all open opportunities"
new_pipeline: "Created this period"
pipeline_growth: "(Current - Previous) / Previous"
velocity:
formula: |
(# Opps × Win Rate × Avg Deal Size) / Sales Cycle
components:
opportunities: "Count of qualified opps"
win_rate: "Won / (Won + Lost)"
deal_size: "Average closed won"
cycle_time: "Days from creation to close"
conversion:
stage_conversion: "Moved to next stage / Started in stage"
lead_to_opp: "Opportunities / Leads"
opp_to_won: "Won / All closed"
quality:
average_deal_size: "Sum(Amount) / Count(Won)"
discount_rate: "Average discount given"
sales_cycle: "Average days to close"
pipeline_analysis:
by_segment:
- "By rep/team"
- "By territory"
- "By product"
- "By source"
trending:
- "Pipeline created over time"
- "Stage velocity trends"
- "Win rate by cohort"
- "Deal size trends"
health_checks:
- "Aging deals (no activity 14+ days)"
- "Stalled opportunities"
- "Close date slippage"
- "Coverage by segment"Deal Desk Operations
deal_desk:
approval_matrix:
standard_deal:
criteria: "Within guidelines"
approver: "AE manager"
turnaround: "Same day"
non_standard_pricing:
criteria: "10-20% discount"
approver: "Sales Director"
turnaround: "24 hours"
strategic_deal:
criteria: ">20% discount or custom terms"
approver: "VP Sales + Finance"
turnaround: "48 hours"
enterprise_deal:
criteria: ">$100K or multi-year"
approver: "CRO"
turnaround: "48-72 hours"
pricing_guidelines:
discount_authority:
ae: "Up to 10%"
manager: "Up to 15%"
director: "Up to 20%"
vp: "Up to 25%"
cro: "Unlimited"
discount_justification:
required_for:
- "Any discount >10%"
- "Custom payment terms"
- "Multi-year deals"
documentation:
- "Competitive pressure"
- "Strategic value"
- "Reference potential"
contract_management:
templates:
- "Standard subscription"
- "Enterprise license"
- "Professional services"
- "NDA"
- "MSA + Order Form"
legal_review:
standard: "Pre-approved, no review"
modified: "1-2 business days"
custom: "3-5 business days"
signature_process:
- "DocuSign/PandaDoc"
- "Automated routing"
- "Counter-signature SLA"
- "Contract storage"Performance Analytics
sales_dashboards:
executive:
metrics:
- "Revenue vs target"
- "Pipeline coverage"
- "Win rate trend"
- "Forecast accuracy"
- "Headcount vs plan"
refresh: "Daily"
manager:
metrics:
- "Team attainment"
- "Rep pipeline health"
- "Activity metrics"
- "Deal progression"
- "Coaching opportunities"
refresh: "Daily"
individual:
metrics:
- "Personal attainment"
- "Pipeline status"
- "Activity tracking"
- "Deal stages"
- "Commission forecast"
refresh: "Real-time"
rep_performance:
quota_attainment:
calculation: "Closed Won / Quota"
targets:
ramp: "50% (months 1-3)"
full: "100%"
stretch: "120%"
activity_metrics:
calls: "Dials per day"
meetings: "Meetings held"
proposals: "Proposals sent"
demos: "Demos delivered"
quality_metrics:
win_rate: "Won / All closed"
avg_deal_size: "Revenue / Won deals"
sales_cycle: "Days to close"
discount_rate: "Average discount"
leading_indicators:
pipeline_coverage: "Pipeline / Remaining quota"
opportunity_creation: "New opps per month"
stage_progression: "Velocity through stages"Territory & Quota
territory_management:
models:
geographic:
basis: "Region, country, state"
pros: "Simple, clear ownership"
cons: "Uneven potential"
named_accounts:
basis: "Specific account list"
pros: "Focus on key accounts"
cons: "Coverage gaps"
segment:
basis: "Company size, industry"
pros: "Specialization"
cons: "Complexity"
hybrid:
basis: "Combination of above"
pros: "Balanced coverage"
cons: "Administration overhead"
balancing:
factors:
- "Total addressable market"
- "Account potential"
- "Historical performance"
- "Rep capacity"
- "Travel requirements"
metrics:
- "Accounts per rep"
- "Potential revenue"
- "Win rate by territory"
quota_setting:
methodology:
bottom_up:
calculation: "Sum of rep quotas"
basis: "Territory potential"
top_down:
calculation: "Company target / Reps"
basis: "Growth objectives"
blended:
calculation: "Average of both"
adjustments: "Territory factors"
factors:
- "Historical performance"
- "Territory potential"
- "Market growth"
- "Product launches"
- "Ramp time"
- "Seasonality"
quota_types:
bookings: "New ARR"
revenue: "Recognized revenue"
pipeline: "Pipeline generated"
activity: "Meetings, demos"Лучшие практики
- Process before tools — определи процесс, потом автоматизируй
- Data quality first — мусор на входе = мусор на выходе
- Inspect what you expect — регулярные ревью pipeline
- Forecast accuracy focus — точность > оптимизм
- Enable, don't police — помогай продавать, не усложняй
- Continuous improvement — итерации на основе данных