Customer On The Edge

In previous postings on this site I have suggested that there are three primary areas where the Sales Operations function can provide the most value. First and most common is the financial reporting and analysis role followed by the sales program and policy compliance role. Often, sadly, the third area, the sales effectiveness role, is too far back in priority and can’t be funded or the existing resources filling the other areas do not have the competency.

When this is the situation I have seen some interesting things happen as a result. Naturally, one option is to do nothing and just pay attention to the numbers and make sure that programs are being followed correctly. This is certainly not as entertaining as those sales functions that buy trendy tools for aiding performance. Many of these attempts of achieving sales effectiveness through tools remind me of the role Renee Russo played opposite Kevin Costner in the movie Tin Cup where she desperately attempted to use golf aids to improve her game. Most of the sales performance tools I have run across are similar in value - best not to get caught up with those ads in the back of the airline magazines.

Trying out new sales methodologies is also popular. These 5 or 7 step programs can be useful under some circumstances, but require much follow through and attention from non-existent resources. Passing out a sales methodology book at a sales meeting typically does not go too far.

There is another option. But when I suggest it you are going to laugh. The last time you heard the phrase, “Hi, I’m from HR and I am here to help” you ran the other way as fast as possible. You might want to reconsider, especially if you don’t have the fire power to work sales effectiveness initiatives out of your own Sales Ops group. You may have a hidden gem just down the hallway.

My experience is that there just may be some folks tucked away in HR that can be useful to you. I know what you are thinking - that this is madness – but there are folks with skills that can supplement what you wish you could offer to your folks in the field. From what I have seen achieved, there may be a number of possibilities for you.

First, most HR resources are schooled in performance management methods and techniques. If you need support focusing on sales rep performance, this could be a great fit. Similarly, HR folks can be exceptionally good at helping coach sales managers through difficult performance management situations. This is a great service for you to receive rather than attempting to provide all this coaching yourself.