How to Audit Your Overall Sales Capability – Auditing & Rating Your Sales Strength

If you need to assess your overall B2B Sales & Revenue Growth capability and strength, here are the key areas that I recommend to audit.  This doesn’t mean that you must do a deep dive into each and every area here but this is just an outline to help you consider all the key points during your assessment and you can pick and choose the most critical ones to look into.

Also, it’s important to note that the order below is not meant to say that you should start with Sales Strategy before looking at the Sales Org. Always start with People first (i.e. People before Process or Problems) – talent in Sales is everything and all the results are based on the People you have on the team.

 

Sales Strategy

  • Go-to-Market (GTM) Strategy
    • The “MAP” – Market, Account Profile, Persona Profile
    • What is the Product / Solution
    • Clearly defined Buyer Problem
    • Key stakeholders
    • Selling, direct or indirect
    • How are you selling it
    • Targeting / Communication Plan
  • Sales Process
    • Detailed sales process audit
    • Review stages and entry & exit criteria
  • Sales Budget
    • Sales Budget Planning & Management
    • Budget Allocation
  • Revenue goals – next four quarters and twelve months
  • Segments / Segmentation Strategy
  • Sales Motions
  • Sales Playbook
  • Goals & Quota Targets
  • Geographic markets
  • Verticals
  • Segmentation
  • Strategic Planning
  • Partner / Channel Sales
  • Talent Plan

 

Sales Organization 

  • Sales Org Structure & Design
  • Skill-set Matrix
    • capability & skills assessment
    • skill matrix
  • Sales team composition
    • Tenure
    • Experience
    • Level / Role / Title
    • Quotas
  • Sales Recruiting Process
  • Sales Onboarding Process
  • Sales Executives & Front-Line Management (FLM)
    • Rate the sales management capability and strength
    • Data-Driven Management Process
  • Sales Territory Design
  • Coverage Plan
  • Team Building Approach
  • Sales Talent / Team – Capability
  • Sales Culture
  • Sales Team Effectiveness Drivers
  • Compensation & Incentives Plan
  • Quota-Setting
  • Meeting Rhythm & Cadence for Teams

 

Sales Messaging

  • Sales Messaging
  • Sales Differentiation
  • Unique Value Proposition
  • Elevator Pitch
  • Talk Tracks & Scripts

 

Sales Management Processes

  • Opportunity Management
  • Pipeline Management
  • Forecasting Process
  • Account Management

 

Sales Execution & Performance

  • Adherence to the Sales Process
  • Sales Results
  • Quota Attainment
  • Perform the 5P Analysis

 

Prospecting

  • Prospecting Strategy
  • Outbound process
  • Inbound vs. Outbound

 

Sales Metrics/KPIs & Analysis 

We will use some of the essential analyses, some of which are covered here – The Analytical VP of Sales’ Essential Analyses.  Also review this with an eye towards benchmarking the performance with regard to the overall market (this depends on the market/industry and our ability to obtain exact benchmarks).

Sales Activity Analysis – Metrics / KPIs

  • Acitivity vs. Activity Goals
  • SDR Tracking by Rep
  • Efficiency of sales activities
    • by sales reps
  • Prospecting and last activity on leads (MQLs and SQLs)

 

Pipeline Analysis – Metrics / KPIs

  • Overall Pipeline Analysis
  • Inflow of Opportunities
    • Sources – Marketing-Generated vs. Sales
  • Opportunities Closed
  • Pipeline Contribution
  • Trend in Pipeline
    • by count of Opportunities
    • by $ Amount of Opportunities
    • also analyzed by teams, reps, territories, segments
  • Stage Analyses & Conversions

 

Sales Performance & Results – Metrics / KPIs

  • Sales Bookings
    • Trend over time – Q/Q and M/M
    • by segment / vertical
  • Sales Cycles
    • by segment / vertical
    • by teams / reps
  • % Win Rates
    • by segment / vertical
    • by teams / reps
  • Win/Loss Analysis
  •  Revenue
    • Revenue growth (last 12 months)

 

Alignment 

  • Sales & Marketing
    • Sales & Marketing SLA
    • Lead Flow Goals
    • Process Design for Lead Handoff
    • Analyze Sales Activity on Marketing-Sourced Leads
      • activity analysis by teams or by sales rep
      • are reps staying on top of their leads
      • how many leads have had no activity in each rep’s assigned list or territory
      • average days of no no activity in assigned lists or territories
  • Sales & Product
    • New Product Launches
    • Product Quality
    • Competitive Landscape
      • Innovation Capability
      • Product vs Competition Comparison
      • Audit how product capability affects sales
  • Sales & Customer Success
    • Sales to CS Handoff
    • Process

 

Sales-Supporting Functions

  • Sales Operations
    • Dashboards, Reporting, Analyses, Insights
  • Sales Enablement (see more about Sales Enablement here)
    • Deal Management
    • Sales Training & Education
    • Sales Content & Assets
    • Competitive Battle Cards
    • Contracts Review Process
    • Pricing

 

Sales Tech

  • CRM
    • Sales Sequences
    • Call tracking
  • Sales Systems / Infrastructure
  • Sales engagement platform – Outreach/SalesLoft, etc.
  • Power dialing software – InsideSales.com
  • Sales BI/Analytics like InsightSquared
  • Sales Engagement technologies
  • Sales Prospecting technologies