Sales Operations Expert

Operational excellence in sales process design, systems administration, and analytics.

Sales Process Design

sales_stages: stage_0_prospecting: name: "Prospecting" owner: "SDR" probability: "0%" activities: - "Account research" - "Contact identification" - "Initial outreach" exit_criteria: - "Meeting scheduled" - "Interest confirmed" required_fields: - "Lead source" - "ICP score"

stage_1_discovery: name: "Discovery" owner: "AE" probability: "10%" activities: - "Discovery call" - "Needs assessment" - "Stakeholder mapping" exit_criteria: - "Pain identified and quantified" - "Budget range confirmed" - "Timeline established" - "Key stakeholders identified" required_fields: - "Primary contact" - "Problem statement" - "Budget range" - "Expected close date"

stage_2_qualification: name: "Qualification" owner: "AE" probability: "25%" activities: - "MEDDIC completion" - "Technical fit assessment" - "Champion development" exit_criteria: - "MEDDIC 80% complete" - "Technical requirements documented" - "Champion identified" - "Competition mapped" required_fields: - "Decision criteria" - "Decision process" - "Competitors" - "Champion name"

stage_3_demo: name: "Demo/Evaluation" owner: "AE + SE" probability: "50%" activities: - "Product demonstration" - "Technical deep dive" - "POC/trial if needed" exit_criteria: - "Demo completed successfully" - "Technical approval received" - "Positive feedback documented" required_fields: - "Demo date" - "Attendees" - "Technical requirements" - "POC scope (if applicable)"

stage_4_proposal: name: "Proposal" owner: "AE" probability: "75%" activities: - "Proposal creation" - "Pricing presentation" - "Contract review" exit_criteria: - "Proposal delivered" - "Pricing discussed" - "No major objections" required_fields: - "Proposal sent date" - "Proposed amount" - "Contract terms" - "Discount (if any)"

stage_5_negotiation: name: "Negotiation" owner: "AE" probability: "90%" activities: - "Term negotiation" - "Legal review" - "Final approvals" exit_criteria: - "Terms agreed" - "Legal approved" - "Signature pending" required_fields: - "Final contract" - "Expected signature date" - "Approvers"

stage_6_closed_won: name: "Closed Won" probability: "100%" required_fields: - "Signed contract" - "Start date" - "Implementation owner"

CRM Management

crm_administration: data_model: objects: lead: purpose: "Pre-qualified prospects" key_fields: - "Name, Company, Email" - "Lead source" - "Lead score" - "Status" lifecycle: "Create → Qualify → Convert to Contact/Opp"

  contact:
    purpose: "Individual people"
    key_fields:
      - "Name, Title, Email"
      - "Account relationship"
      - "Role in deals"
    relationships: "Account, Opportunities"

  account:
    purpose: "Companies"
    key_fields:
      - "Name, Industry, Size"
      - "ICP score"
      - "Owner"
      - "Tier"
    relationships: "Contacts, Opportunities"

  opportunity:
    purpose: "Potential deals"
    key_fields:
      - "Name, Amount, Stage"
      - "Close date"
      - "Probability"
      - "Owner"
    relationships: "Account, Contacts, Products"

data_hygiene: rules: duplicate_prevention: - "Email uniqueness on Contacts" - "Domain matching for Accounts" - "Automated merge suggestions"

  required_fields:
    - "Enforce by stage"
    - "Validation rules"
    - "Picklist standardization"

  data_quality:
    - "Weekly duplicate reports"
    - "Monthly enrichment updates"
    - "Quarterly data audits"

automation_rules: lead_routing: criteria: - "Territory (geography)" - "Company size" - "Lead score" - "Round robin for overflow" sla: "5 minutes to assignment"

opportunity_creation:
  trigger: "Lead converted"
  actions:
    - "Create opportunity"
    - "Copy MEDDIC fields"
    - "Assign to AE"
    - "Create tasks"

stage_progression:
  validation:
    - "Required fields complete"
    - "Exit criteria met"
    - "Manager approval (if needed)"

Forecasting

forecast_methodology: categories: commit: definition: "Will close this period" confidence: ">90%" criteria: - "Verbal yes" - "Contract in legal" - "No blockers" weighting: "100%"

best_case:
  definition: "Could close with effort"
  confidence: "60-90%"
  criteria:
    - "Proposal accepted"
    - "Negotiating terms"
    - "Timeline aligned"
  weighting: "70%"

pipeline:
  definition: "May close this period"
  confidence: "30-60%"
  criteria:
    - "Active evaluation"
    - "Budget confirmed"
    - "Possible timeline"
  weighting: "40%"

upside:
  definition: "Low probability this period"
  confidence: "<30%"
  criteria:
    - "Early stage"
    - "Timeline uncertain"
    - "Budget not confirmed"
  weighting: "10%"

forecast_calculation: weighted: | Forecast = (Commit × 100%) + (Best Case × 70%) + (Pipeline × 40%) + (Upside × 10%)

coverage: |
  Coverage Ratio = Total Pipeline / Quota
  Target: 3-4x coverage

forecast_cadence: weekly: - "Rep submits forecast (Monday)" - "Manager review (Tuesday)" - "Leadership call (Wednesday)" - "Update actions (Thursday-Friday)"

monthly:
  - "Week 1: Forecast accuracy review"
  - "Week 2: Mid-month adjust"
  - "Week 3: Final push planning"
  - "Week 4: Close month"

accuracy_metrics: calculation: "Actual / Forecast" targets: acceptable: "85-115%" good: "90-110%" excellent: "95-105%" tracking: "Month over month trend"

Pipeline Analytics

pipeline_metrics: volume: total_pipeline: "Sum of all open opportunities" new_pipeline: "Created this period" pipeline_growth: "(Current - Previous) / Previous"

velocity: formula: | (# Opps × Win Rate × Avg Deal Size) / Sales Cycle components: opportunities: "Count of qualified opps" win_rate: "Won / (Won + Lost)" deal_size: "Average closed won" cycle_time: "Days from creation to close"

conversion: stage_conversion: "Moved to next stage / Started in stage" lead_to_opp: "Opportunities / Leads" opp_to_won: "Won / All closed"

quality: average_deal_size: "Sum(Amount) / Count(Won)" discount_rate: "Average discount given" sales_cycle: "Average days to close"

pipeline_analysis: by_segment: - "By rep/team" - "By territory" - "By product" - "By source"

trending: - "Pipeline created over time" - "Stage velocity trends" - "Win rate by cohort" - "Deal size trends"

health_checks: - "Aging deals (no activity 14+ days)" - "Stalled opportunities" - "Close date slippage" - "Coverage by segment"

Deal Desk Operations

deal_desk: approval_matrix: standard_deal: criteria: "Within guidelines" approver: "AE manager" turnaround: "Same day"

non_standard_pricing:
  criteria: "10-20% discount"
  approver: "Sales Director"
  turnaround: "24 hours"

strategic_deal:
  criteria: ">20% discount or custom terms"
  approver: "VP Sales + Finance"
  turnaround: "48 hours"

enterprise_deal:
  criteria: ">$100K or multi-year"
  approver: "CRO"
  turnaround: "48-72 hours"

pricing_guidelines: discount_authority: ae: "Up to 10%" manager: "Up to 15%" director: "Up to 20%" vp: "Up to 25%" cro: "Unlimited"

discount_justification:
  required_for:
    - "Any discount >10%"
    - "Custom payment terms"
    - "Multi-year deals"
  documentation:
    - "Competitive pressure"
    - "Strategic value"
    - "Reference potential"

contract_management: templates: - "Standard subscription" - "Enterprise license" - "Professional services" - "NDA" - "MSA + Order Form"

legal_review:
  standard: "Pre-approved, no review"
  modified: "1-2 business days"
  custom: "3-5 business days"

signature_process:
  - "DocuSign/PandaDoc"
  - "Automated routing"
  - "Counter-signature SLA"
  - "Contract storage"

Performance Analytics

sales_dashboards: executive: metrics: - "Revenue vs target" - "Pipeline coverage" - "Win rate trend" - "Forecast accuracy" - "Headcount vs plan" refresh: "Daily"

manager: metrics: - "Team attainment" - "Rep pipeline health" - "Activity metrics" - "Deal progression" - "Coaching opportunities" refresh: "Daily"

individual: metrics: - "Personal attainment" - "Pipeline status" - "Activity tracking" - "Deal stages" - "Commission forecast" refresh: "Real-time"

rep_performance: quota_attainment: calculation: "Closed Won / Quota" targets: ramp: "50% (months 1-3)" full: "100%" stretch: "120%"

activity_metrics: calls: "Dials per day" meetings: "Meetings held" proposals: "Proposals sent" demos: "Demos delivered"

quality_metrics: win_rate: "Won / All closed" avg_deal_size: "Revenue / Won deals" sales_cycle: "Days to close" discount_rate: "Average discount"

leading_indicators: pipeline_coverage: "Pipeline / Remaining quota" opportunity_creation: "New opps per month" stage_progression: "Velocity through stages"

Territory & Quota

territory_management: models: geographic: basis: "Region, country, state" pros: "Simple, clear ownership" cons: "Uneven potential"

named_accounts:
  basis: "Specific account list"
  pros: "Focus on key accounts"
  cons: "Coverage gaps"

segment:
  basis: "Company size, industry"
  pros: "Specialization"
  cons: "Complexity"

hybrid:
  basis: "Combination of above"
  pros: "Balanced coverage"
  cons: "Administration overhead"

balancing: factors: - "Total addressable market" - "Account potential" - "Historical performance" - "Rep capacity" - "Travel requirements"

metrics:
  - "Accounts per rep"
  - "Potential revenue"
  - "Win rate by territory"

quota_setting: methodology: bottom_up: calculation: "Sum of rep quotas" basis: "Territory potential"

top_down:
  calculation: "Company target / Reps"
  basis: "Growth objectives"

blended:
  calculation: "Average of both"
  adjustments: "Territory factors"

factors: - "Historical performance" - "Territory potential" - "Market growth" - "Product launches" - "Ramp time" - "Seasonality"

quota_types: bookings: "New ARR" revenue: "Recognized revenue" pipeline: "Pipeline generated" activity: "Meetings, demos"

Лучшие практики

• Process before tools — определи процесс, потом автоматизируй

• Data quality first — мусор на входе = мусор на выходе

• Inspect what you expect — регулярные ревью pipeline

• Forecast accuracy focus — точность > оптимизм

• Enable, don't police — помогай продавать, не усложняй

• Continuous improvement — итерации на основе данных