How can sales ops use CRM to help their teams?

Sales operations—also known as sales ops or sales support—is a role within a sales organization focused on helping sales teams run as efficiently as possible.

Over the years, sales ops has evolved to become responsible for a company’s sales technology stack and sales effectiveness. For that reason, sales operations is often involved in selecting the best CRM to meet the organization’s current needs, and using the CRM to provide value and assistance to sellers.

So how can sales ops use CRM to drive and support sales? Here are six common strategies that all sales ops professionals need to master...

1. Building the sales process

Creating a standardized sales process improves your bottom line, increases team effectiveness, and provides the data points necessary for teams to understand which sales activities can be improved. Sales ops can help define and automate the sales process in a company’s CRM, so that reps always know the next step to take with each prospect.

B2B companies using a formal sales process experienced 18% more revenue growth than companies that didn’t, according to a study by Vantage Point Performance and the Sales Management Association.

2. Setting up dashboards

Customized dashboards allow management to quickly view key metrics and team activity at a glance, saving them valuable time every day. Not having to search for this critical information allows sales managers to focus on coaching their teams and helping sales reps close more deals.

3. Creating custom reports

Sales ops have specific insight on which data is most important to their sales organization. Creating detailed custom reports unearths the information needed by management to identify new revenue opportunities and areas for team improvement.

By adding the right filters and making these reports accessible within a sales team’s CRM at the touch of a button, sales ops prevents this information from getting lost in the daily rush of activity.