What Is A Sales Operation or Infrastructure?
Step one in achieving sales excellence and consistent, predictable sales growth is creating a sales infrastructure, the internal processes and operations that support the sales team. Most organizations make the mistake of thinking “Sales” is one all encompassing word that is achieved with one simple solution. Hire salespeople. Couple that with a few marketing tools and revenue will increase. This may accomplish minimal results but will either fizzle out over time or never develop the way it was envisioned. Salespeople need to be hired into a sales environment, not hired to create the sales environment and while some organizations may accomplish some of the steps required, few circle the wagons and create a tried and true infrastructure.
The sales team at an organization is another department, just like operations, finance, HR, etc. and it needs to be treated as such. The processes and tools for the sales team should be designed specifically for the organization and should be owned by the organization. Implementing a sales infrastructure allows for sales professionals to be carefully selected to operate the program that was designed and existing sales professionals need to be trained to execute the new framework.
Many of the tools or processes may already exist but it is the coordination of all the pieces of the puzzle that allow for the bigger picture to take shape. Organizations do not necessarily have to outsource their sales operations development or salesperson coaching but without a vertical sales structure, most organizations lack the time and resources to accomplish their sales goals.
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