1. Sales Operations
Capabilities and Opportunities

2. SALES OPERATIONS
Sales operations is a set of business activities and
processes that help a company’s sales organization run
effectively, efficiently and in support of business strategies
and objectives (think ‘sales infrastructure’).
What is it?

3. SALES OPERATIONS
 Our team will cover all of the aspects of sales operations,
from assisting with department infrastructure set-up,
analytics/reporting design, and execution of the sales
plan.
 By letting us facilitate activities such as process
development, setting up your CRM, forecasting and
compensation for your sales department, you free up time
for your sales management to focus on what truly matters,
increasing sales for your business.
 Escalon brings sales ops expertise and best practice
experience to your infrastructure and processes allowing you
to have confidence as your sales organization grows.
What we do!

4. SALES OPERATIONS
Escalon can help with all of the other activities
Sales Management needs to accomplish but
doesn’t have the time to do.
Sales Management
should be
allowed to focus on
selling, negotiating and
staff development.

5. SALES OPERATIONS
 Flexible – work hours as needed
 Scalable – from Garage to IPO
 Best Practice Expertise – team of experts
 Solid Sales Processes – established EARLY to support
business/funding needs
 Frees Up Valuable Resource - Sales Management can
focus on new customers
Why Escalon Sales Operations?

6. SALES OPERATIONS
 Whether you need one or all of the services listed, we
can scale our services to meet your specific needs
 Our services can be based on a set number of hours per
week or on a specific statement of work
 We can augment resources that you already have in
place for special projects
 As you grow, we can help with the selection process of
full-time sales ops personnel once you determine the
time is right
Agile Talent

7. SALES OPERATIONS
 Example 1: Series B Start Up (sales team growth)
 Companies in this phase have a product(s) that are GA and have a handful of reference-able
pilot installations
 A Sales Manager has been hired and has a team growth plan
 It’s time to finalize compensation plan documents, commission calculators, on-boarding
processes and maybe look at the next better level of tools (i.e. more automated quoting)
 Example 2: Series C to IPO (special projects)
 Companies in this phase have hired or plan to hire a full-time sales operations person
 The sales team has grown and evolved and certain processes need updating, current staff
cannot handle a special one-off project on top of their day-to-day tasks (i.e. launching a new
quote tool or revamping how forecasting is done)
 Example 3: Series A Start Up (small or no sales team)
 Companies in this phase have a product(s) that are starting pilot installations and there is a
planned GA date
 Founders, marketing and maybe a business development person have been doing all of the
initial ‘selling’
 It’s time to do some basic set up of sales documents, systems, processes in anticipation of
growing the team and sales volume
Use Cases

8. SALES OPERATIONS
CORE COMPETENCIES:
 Salesforce.com Administration
 Metrics/Data Analysis
 Forecast Management
 Project Management
 Process Development and Improvement
 Expense/Budget Analysis
 Quote Desk Management
 Sales Order Management
 Commissions/Compensation Planning
 Strategic Planning
 Sales Training and Events
 Field Communications
 Presentation Development
 Team Development
 Partner/Vendor Relations
 Establishing Trusted Partnerships
 Start-Up and Big Business Expertise
https://www.linkedin.com/in/bseaton
Beth Seaton~ Practice Lead

9. SALES OPERATIONS
Rob Schoenthaler
Chief Solutions Officer at Vitria Technology, Inc.
Beth has deftly managed sales ops for a rather globally disperse
team, and has handled all the cross-department functions with
Finance, HR and Contracts collaboratively and effectively. I seek
her counsel frequently on operations strategies, as she has a rich
set of experiences to draw from.
Adrian Davis, CSP
President at Whetstone Inc.
Beth has an extraordinary grasp of sales operations and the
support field sales people need to be effective. Beth combines
tenacity and relentless drive for results with emotional intelligence
and compassion for the people she works with. She possesses
great attention to detail, piercing insight, and a superior
understanding of the Salesforce.com platform.
Testimonials

10. SALES OPERATIONS
Process &
Documents
• Current
state/future
state
documenting
(opportunity
to cash)
• Creation of
basic sales
docs (quote,
order, NDA)
Sales Tools
• Tool decision
making (CRM,
Quote,
opportunity
Assessment,
Account Plan)
• Set-up
• Training
Sales Comp
• Comp plan
design
• Commission
calculations
• Territory
sizing
• Fin/HR
handshake
Forecasting
• Process
design
• Tool set-up
• Finance
handshake
• Reporting
• Analysis
Reporting
• Dashboards
• Annual
planning
(capacity
model,
trends)
• General data-
analysis
On-boarding
•Job
descriptions
•Screening
•On-boarding/
Orientation
program set-
up (self-
paced)
•HR
handshake
Lead Mgmt
• Process
design
• Tool set-up
• Data-mining
& account/
contact
research
• Reporting
(lead
conversion
rates)
• Training
• Mktg
handshake
Quoting
• Process
design
• Tool set-up/
approvals
• Reporting
• Training
Order Desk
• Process
design
• Tool set-up/
approvals
• Reporting
• Finance
handshake
• Training
Infrastructure Analytics Execution
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*Click bucket title block for more detailed information on each area

11. SALES OPERATIONS
Whether your needs are operational or
strategic, you can depend on Escalon’s:
 Process Rigor
 Transparency
 Proactive Mindset
 Cost-conscious Approach
 Customized Solutions
 Technology Leverage

12. We unburden entrepreneurs.

13. SALES OPERATIONS
 Sarah Lerche
Sarah.lerche@escalon.services
(650) 387-1566
 Website
www.escalon.services
Proposal Information

14. Appendix

15. SALES OPERATIONS
Optimizing the lead to quote to cash business process.
 Determining and optimizing stages and gating (how to
move from one stage to the next)
 Mapping those to CRM/salesforce.com setup
 Creating/refining basic documents the sales team needs
to do their job like quote, order, NDA/MNDA templates
 Scaling processes with team growth
 Interfacing with finance
Process & Documentation Infrastructure
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16. SALES OPERATIONS
Configuration and administration of CRM/salesforce.com
and other sales team tools.
 Research, decision making and set up of all sales tools such
as:
 Quotes/Estimates
 Orders
 Opportunity assessment
 Account planning
 Lead management
 Contact/Buyer info
 Target company info
 Advice on best solution type for your company’s stage of
maturity
Sales Tools Infrastructure
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17. SALES OPERATIONS
Basic plan design based on industry best practices.
 Plan documents
 Commission calculator set-up/on-going calculations
 Setup of payment process and interface to finance/
HR/Management
 Analysis and adjustments to territories based on
changes in sales team or business model
 Assistance with sales compensation benchmarking
Sales Compensation Infrastructure
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18. SALES OPERATIONS
Documenting of process and schedule for
forecasting based on business needs.
 Creating CRM/salesforce.com reports to support
sales management in decision making
 Establishing/refining a forecasting timeline that
works for the business
 Weekly/monthly communication to finance
Forecasting Analytics &
Reporting
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19. SALES OPERATIONS
Developing a list of key metrics that sales
management needs to direct the team and run
the business.
 Turning those metrics into CRM/salesforce.com
reports and dashboards (future looking and
historical and trends)
Reporting Analytics &
Reporting
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20. SALES OPERATIONS
Support and guidance for ramping the sales force.
 Creation of sales job descriptions and preliminary
candidate screening
 Development of on-boarding/ quickstart checklist
(product info, tool training, basic sales model
explanation, basic account or territory planning
templates)
 Structure for live orientation program
 Webinar management
On-boarding Execution
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21. SALES OPERATIONS
Basic process design and set up of
CRM/salesforce.com lead object.
 Account/contact data collection and uploading
to CRM (based on target customer information)
 Reporting on lead conversion and campaign
response
 Email template setup
Lead Management Execution
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22. SALES OPERATIONS
Outlining steps including pricing and discount
approval matrix.
 Development of custom object in CRM
(salesforce.com (or 3rd party app)) to generate and
track quotes
 Set up of quoting template, reports, approval
loops, discounting rules (including contract terms)
 Quote history reporting and tracking
Quoting Execution
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23. SALES OPERATIONS
Conversion of quotes to orders in
CRM/salesforce.com or push of order data to
other system.
 Manage approvals by legal, finance, support
designees
 Collection of additional order detail (like contacts,
shipping, start date, etc.)
 Triggers/notifications to other groups (i.e. shipping,
support, finance, etc.)
Order Desk Execution
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