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1. Sales Operations Maturity Assessment
Sales Success Drivers Scores Recommendations
Recruitment & Retention
Establish your new hire success rate and profile the characteristics of those
New hires achieve sales targets in 3 months of being recruited and trained 1 reps who hit the ground running.
Analyze how many of your sales reps are achieving their on-target earnings.
A solid Sales Compensation Plan is in place to retain top staff 2 Set goals to improve.
Use our Sales Skills Assessment tool to evaluate your reps against the team
Skills Assessments are used to profile top performers & screen new hires 1 average and top performer.
We validate candidates writing & presentation skills, education & past 4 0
Invite your VP marketing and a top sales rep to your interviews to get a
At least 2 other team members are part of the evaluation process 1 balanced perspective.
Consultative Sales Training
We have adopted a consultative sales methodology such as SPIN Selling 4 0
Ssales representatives are capable of discussing real customer needs 5 0
Use our Key Account Plan, Key Account Analysis, and Stakeholder Analysis
Key Account Planning & Stakeholder Analysis tools are in place 3 Matrix tools for training.
Develop a sales training manual that defines the sales process and has CRM
A comprehensive Sales Training Manual with Sales Tools has been created 2 system screenshots & FAQs.
Sales Training Workshops are conducted at least once per year 4 0
Use our Sales Script, Sales Presentation, and Sales Proposal tools to
We use standardized Sales Scripts, Presentations, and other collateral 3 standardize your communications.
Sales Process

2. Outline very specific criteria for promoting opportunities to the next stage in the
We have a defined Sales Process with specific criteria for each stage 1 pipeline.
Have a one hour meeting with each department to communicate how the
Our sales process is well understood by all departments in the company. 2 organization's sales process works.
Ensure that you have a database of all your rep's sales opportunities that can
We can organize/asses our opportunities by stage in our sales process. 1 be sorted and analyzed easily.
Establish a process for communicating new opportunities that are close to
Other depts have ample notice to prepare for new customer projects. 2 closing to all relevant departments.
Develop a key account planning process to includes protocols for service calls
We have a documented process for handling our key accounts 1 and identifying opportunities.
Try to integrate a quote management system within your CRM system. If not,
Sales reps can easily develop standardized quotes for customers. 2 create a standard quoting tool.
Sales Tools
Our sales people have access to all client data remotely 5 0
Ensure that all laptops are backed up on a minimum of a weekly basis to
Laptops are equipped with secure remote access & back up is in place 3 mitigate risk of theft or damage.
We have a consolidated cell phone and/or PDA plan 4 0
Our PDAs are integrated with our CRM 4 0
Consolidate your travel booking for sales reps with one administrator or travel
Travel plans are booked for our sales people 2 agent to keep reps producing.
Sales Productivity Management
We know how many sales representatives have not achieved their quota 5 0
During performance reviews, discuss productivity metrics and set goals for
Productivity metrics are assessed during performance reviews 3 improving results with more activity.
Use our Sales Productivity Metrics tools to track results on a weekly, monthly,
Productivity Metrics are tracked, monitored, and measured 3 and quarterly basis.
Talk to your high performing reps about also leading the team with their
Our top performing representatives are also highly productive 2 productivity stats.

3. Provide proactive coaching and oversight to reps to ensure they are hitting
We have defined minimum standards for sales productivity metrics 3 minimal productivity results.
We can verify our sales productivity metrics with a reporting system 5 0
Sales Analysis & Forecasting
Review forecasted vs. actual results to tighten up your forecasting accuracy.
Our department-based quarterly sales forecasts are usually within 5-10% 1 Reward reps for accuracy.
Use our Sales Forecasting Tool to provide reps with a standardized opportunity
Each sales representative provides an accurate pipeline/funnel 3 management tool.
We analyze sales results by product/service, market segment, etc 5 0
Break your annual sales goal down into individual targets for sales reps and
Annual sales plans are created to set goals and quotas 3 track progress monthly.
Work with your IT manager to develop custom reports in your CRM system to
It is easy for sales management to obtain reports on sales 1 easily view sales results.
Use our Sales Analyst Job Description to document the key responsibilities for
We have a dedicated Sales Analyst who analyzes results and builds reports 1 this team member.
SFA/CRM
Evaluate some popular CRM systems to determine if you have the functionality
Our current SFA/CRM System is meeting our business needs 2 you need long-term.
Conduct a data quality audit to determine the cleanliness of your data. De-
We are confident that the data inside our CRM system is accurate 2 duplicate records often.
Set a policy that requires all senior managers, sales reps, and marketing staff to
Over 90% of our employees have adopted our CRM system 3 use the CRM system.
We have a CRM Administrator who can build reports, provide training, etc. 4 0
Ask your CRM system vendor if their application can integrate with third-party
Our CRM System is integrated with a lead generation system 1 lead management applications.
Sales Compensation
Pay range for role is established & target salary/commissions identified 4 0

4. Our plan is designed to reward top performers 4 0
Our sales compensation plans are driven from business goals & objectives 5 0
Following the rollout of a new compensation plan, track the actual payouts to
We regularly analyze actual versus modeled results 2 see if your model works as planned.
Sales & Marketing Alignment
Marketing campaigns are coordinated with follow up sales activities 5 0
Have an open book policy for sharing information on active pipeline
Marketing & Sales openly share pipeline & work together 2 opportunities to promote trust & alignment.
Survey the sales team to identify which marketing collateral is helpful and what
Marketing & Sales are trusted partners & collaborate closely on all fronts 2 needs to be redesigned.
Use our Qualified Lead Definition Tool to agree on the criteria that make up a
Sales & Marketing have a common definition for a 'qualified lead' 3 marketing qualified lead.
Sales Leadership & Management
All of our sales managers have successful experience in front-line selling 4 0
Proactively groom new sales leaders and managers by inviting Sales to
Our managers are involved in formal succession planning 2 participate in succession planning.
Sales Management analyzes our team's opportunity pipeline stages 4 0
Our sales managers create a positive sales culture 5 0
Performance Reviews are tied to key metrics for productivity & revenue 4 0

5. Weighting
Customize this tool by changing the weighting scale for each assessment category.
Weighting Scale
Sales Sales & Sales
Recruitment & Consultative Sales Analysis Sales
Retention Sales Training
Sales Process Sales Tools Productivity
& Forecasting
SFA/CRM
Compensation
Marketing Leadership & Total
Management Alignment Management
10% 10% 15% 5% 10% 10% 15% 10% 10% 5% 100%

6. Self Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.
Recruitment & Retention
Description of Best Practices Score Notes/Comments
New hires usually achieve their sales targets within 3 months of being recruited and trained. 1
We have a solid Sales Compensation Plan to retain top staff with over 50% achieving on-target-earnings. 2
Sales Skills Assessments are used to profile our top performers, screen new hires, and inform training needs. 1
We validate each candidates writing skills, presentation skills, education and past employment. 4
At least 2 other team members are part of the evaluation process. 1
Consultative Sales Training
Description of Best Practices Score Notes/Comments
We have adopted a consultative sales methodology such as SPIN Selling, Miller Heiman, etc. 4
Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5

7. Our sales representatives are capable of discussing real customer needs and the impact of key challenges. 5
Key Account Planning, Stakeholder Analysis, and/or Territory Management tools are in place to assist reps. 3
A comprehensive Sales Training Manual with Sales Tools has been created to document our methods. 2
Sales Training Workshops are conducted at least once per year to maintain continuous improvement. 4
We use standardized Sales Scripts, Presentations, Proposals, and other collateral to maintain consistency. 3
Sales Process
Description of Best Practices Score Notes/Comments
We have a defined Sales Process with specific criteria for each stage in the opportunity pipeline/funnel. 1
Our sales process is well understood by all departments in the company. 2
We are able to organize/asses our opportunities by stage in our sales process. 1
Other departments have ample notice to prepare for new customer projects. 2
We have a documented process for handling our key accounts and prospects. 1

8. We have a documented process for handling our key accounts and prospects. 1
Sales reps can easily develop and provide standardized quotes for customers. 2
Sales Tools
Description of Best Practices Score Notes/Comments
Our sales people have access to all client data remotely. 5
Laptops are equipped with secure remote access and a back up strategy is in place for remote workers. 3
We have a consolidated cell phone and/or PDA plan. 4
Our PDAs are integrated with our CRM. 4
Travel plans are booked for our sales people to save them time and consolidate our business with one supplier. 2
Sales Productivity Management
Description of Best Practices Score Notes/Comments
We know how many sales representatives have not achieved their quota for the past 2 quarters. 5
Productivity metrics are reviewed and goals are set during performance reviews. 3

9. Productivity Metrics are tracked, monitored, and measured (# dials, appointments, new opportunities, etc). 3
Our top performing representatives based on revenue are also highly productive and set a good example. 2
We have defined minimum standards for sales productivity metrics (work ethic) and enforce adequately. 3
We can verify our productivity metrics (dials, new opportunities created, etc) with a reporting system and reps can
view their productivity throughout the day. 5
Sales Analysis & Forecasting
Description of Best Practices Score Notes/Comments
Our department-based quarterly sales forecasts are usually within 5-10% of actual sales results. 1
Each sales representative provides an accurate sales opportunity pipeline/funnel on minimum monthly basis. 3
We analyze sales results by product/service, market segment, channels, sales representatives, etc. 5
Annual sales plans are created to set goals and quotas for the team and individual sales representatives . 3
It is easy for sales management to obtain reports on sales results by product, segment, channels, reps, etc. 1
We have a dedicated Sales Analyst who analyzes results and builds reports. 1

10. We have a dedicated Sales Analyst who analyzes results and builds reports. 1
SFA/CRM
Description of Best Practices Score Notes/Comments
Our current Sales Force Automation/CRM System is meeting our business needs and will for next 18 months. 2
We are confident that the data inside our CRM system is accurate (no duplicates, incorrect information, etc). 2
Over 90% of our sales representatives, managers, and senior executives have adopted our CRM system. 3
We have a competent CRM Administrator who can build reports, provide training, and customize our system. 4
Our CRM System is integrated with a lead generation system providing lead scoring & prospect analytics. 1
Sales Compensation
Description of Best Practices Score Notes/Comments
We establish the pay range for each role and identify the target salary, commissions to be competitive in our market. 4
Our plan is designed to reward top performers. 4
Our sales compensation plans are driven from business goals and objectives. 5

11. Our sales compensation plans are driven from business goals and objectives. 5
We regularly analyze actual versus modeled compensation results. 2
Sales & Marketing Alignment
Description of Best Practices Score Notes/Comments
Marketing campaigns are coordinated with follow up sales activities. 5
Marketing & Sales openly share pipeline and work together to improve the flow of leads in the sales process. 2
Marketing and Sales are trusted partners and collaborate closely on all fronts (including the creation of marketing
materials). 2
We have a common definition for a 'qualified lead' between sales & marketing. 3
Sales Leadership & Management
Description of Best Practices Score Notes/Comments
All of our sales managers have successful experience in front-line selling and are respected as such by sales reps. 4
Our sales managers are involved in formal succession planning. 2
Sales Management analyzes our team's opportunity pipeline stages carefully to ensure we meet our targets. 4

12. Sales Management analyzes our team's opportunity pipeline stages carefully to ensure we meet our targets. 4
Our sales managers create a positive sales culture by empowering, educating & energizing our sales force. 5
Performance Reviews are tied to key sales metrics for productivity & revenue. 4

13. Current Goal
Sales Operations Success Drivers Sales Operations Maturity Index
State State
Recruitment & Retention 1.8 2.3
Recruitment &
Retention
Consultative Sales Training 3.5 4.0 5.0
Sales Leadership Consultative Sales
& Management 3.8 4.0 Training
Sales Process 1.5 2.0 3.5
3.0
1.8
Sales Tools 3.6 4.1 2.0
Sales & Marketing
Sales Process
Alignment 3.0
Sales Productivity Management 3.5 4.0 1.0
1.5
0.0
Sales Analysis & Forecasting 2.3 2.8
Sales 3.8 3.6
Sales Tools
Compensation
SFA/CRM 2.4 2.9
2.4
Sales Compensation 3.8 4.3 2.3
3.5
Sales Productivity
SFA/CRM
Management
Sales & Marketing Alignment 3.0 3.5
Sales Analysis &
Forecasting
Sales Leadership & Management 3.8 4.3
Sales Operations Score (out of 100) 54