Anna Mamaieva: Agile for Sales and Marketing Teams UA Online PMDay 2022 Website - https://pmday.org/online Youtube - https://www.youtube.com/startuplviv FB - https://www.facebook.com/pmdayconference

1. 1
POWER
CIKLUM PROPRIETARY
Bringing Agile to Sales
teams
Anna Mamaieva, Senior Agile Delivery Manager

2. 2
POWER
CIKLUM PROPRIETARY
Anna Mamaeva,
Senior Agile Delivery
Manager
Certified Process Coach and Facilitator. Driving
teams to excellence in Delivery, Sales, and
Marketing Operations
13+ years in IT (4 years as Sales
Operations Executive)
Let’s get acquainted!

3. Why do we need Agile
Sales and Marketing.
We are living in a time when the purchasing
process is regulated by the buyer, not the
seller.
Buyers have access to more information than
ever before when choosing which companies
to buy products and services from.
Traditional sales models are outdated. The
era of annoying cold calls, poor quality
service, and companies that do not respect
their clients has finally come to an end.

4. Sales management challenges
• Inconsistent processes
• Poor CRM and sales tool adoption
• Little team collaboration
• Quota-obsession versus shorter-term goals
• Zero rep accountability for daily behaviors
• One-size-fits-all sales cycles
• Unpredictable, inaccurate forecasts
• Lack of KPI and pipeline visibility
• Poor performance measurement

5. Agile Sales
Manifesto
• Our priority is to create value for the client through
valuable insights and recommendations
• We recognize the value of marketing and work with
marketing professionals on a daily basis. This
interaction allows us to make the client truly happy.
• We work in a team and as a team. Management trust
us while encouraging our creativity and independent
decision-making process
• Motivated sales teams are given the environment and
support they need and trusted to act
• Progression around the buying cycle is the primary
measure of progress
• The best understanding of needs and positioning of
solutions emerges from self-organizing teams
• The team reflects regularly on how to become more
effective and adjusts accordingly

6. Agile Practices.
• Daily standups/sync-up meetings
• Short-term goals
• A flexible strategy
• Accountability (via your CRM)
• Measurement
• Reflection and Collaboration

7. Short-term
goals
• Borrow the “sprint” or “iteration”
concept – break your goal down into
smaller chunks
• Think monthly, weekly, daily!
• Choose a couple of key metrics for
consistent benchmarking
• Be cognizant of the amount of time
needed to collect enough data
around a process to make impactful
optimizations

8. Agile planning applied.
Iteration 1 Iteration 2 Iteration 3 Iteration 4
Visualize your tasks with a board -
Customers/Accounts and Tasks set up as “backlog
items” with a “pending”, “in-progress”, or “completed”
status.

9. Quarterly
planning.

10. Flexibility
• Market/industry changes
• New legislation
• Product updates and launches
• Company-wide strategic shifts
• Changes in leadership
Constantly analyze what’s
happening to figure out how
to change your objectives or
strategy.

11. Accountability
• Don’t count emails, calls, or demos toward
activity goals if they’re not logged in the CRM
• Define and prioritize sales targets.
• Don’t discuss deals during pipeline review if
there’s not a matching opportunity in the rep’s
CRM pipeline
• Don’t comp reps on deals that aren’t in the CRM

12. Measurement
• Time spent between key events/sales stages
• Average deal velocity
• Typical length of the sales cycle
• Average deal size
• Average quota attainment
Continuous evaluation
gives you the foresight
to adjust predictions.

14. Collaboration.
• Ask to prepare for a weekly meeting a story to
share or a question to ask
• Try utilizing social forum technology to enable
easy communication through the ability to ask
questions
• Encourage collaboration between departments
• Elicit feedback from all channels on a regular
basis

15. Frame the retrospective as a positive event
• This is about learning, not blaming.
• This is about the past and the future.
• This is a safe haven where everyone involved can speak their mind without negative
repercussions
Discuss what went well
• What did you win at?
• What did you accomplish?
Consolidate the answers - turn the What into Why
How can we improve?

16. 16
POWER
CIKLUM PROPRIETARY
Step 0. Training and
Organizational culture

18. • Conduct a review of all of your existing custom and mandatory CRM
fields, and remove any that are duplicative, outdated, or
unnecessary.
• Establish a refined sales process that outlines the steps that reps
must take to move a lead all the way through the pipeline to close
• Training is key: to teach your team the importance of leveraging
tools on a daily basis.
• Limit the number of sales tools. Integrate them whenever possible
and automate data collection

19. Thank You