5 Ways to Increase Productivity in Your Sales Organization

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5 WAYS TO INCREASE YOUR SALES TEAM’S PRODUCTIVITY
This short guide provides 5 practices used at our firm, Docurated, to drive productivity
across the enterprise. At Docurated we have embraced the concept of the Agile
Enterprise. We constantly strive to make our organization more efficient and our
processes are continuously scrutinized and regularly improved. We hope you enjoy.

Fergal Glynn
Fergal Glynn, VP, Docurated

#1. THE WHOLE COMPANY SUPPORTS SALES
Salespeople can be critical of the quality of
leads generated by marketing, while marketing
departments might criticize sales teams for not acting
quickly enough on leads. Interdepartmental antagonism
is an age-old concern. The blame for disappointing
revenue returns is generally attributed to the sales
organization who in turn can feel isolated from the
rest of the company.
At Docurated we realized that one way to improve organizational alignment is to foster
a culture of revenue responsibility throughout the entire company. Specifically, there
needs to be an explicit acceptance that daily decisions taken across all sectors of the
organization will affect sales. Employees must accept their own accountability towards
revenue.
With the culture of revenue responsibility enshrined throughout the organization, the
sales department should be seen as the interface between the customer and the
enterprise. This perspective can improve morale in the sales organization, develop
enterprise-wide cohesion, and cultivate a sense of shared responsibility.
TIP 1: Develop a set of strategic sales support goals that are committed to by the entire
organization.

© 2014 Docurated, Inc. | Pier 59, Chelsea Piers, Suite 201 | New York, NY 01803 | +1.347.696.7999 | www.docurated.com

#2. USE SALES PROCESSES EFFECTIVELY
Well-managed sales processes can lead to improved
revenue. However, all sales processes come with a
warning - they should not be over engineered.
Sales teams will resent any extra work that does not
reap obvious financial benefits. If there is
not enough flexibility in your sales process, employees
can feel demeaned, creativity will be stifled, and
morale will ultimately suffer.
Structure and balance is vital to a successful sales
organization. Decide upon a basic outline for customer interaction, add a cadence, and
establish a clear set of metrics. Take the time to develop the recipe for success.
Scrutinize your process, then refine. Elicit the views of your sales organization on the
strengths and weaknesses of your current process. Taking the time to establish a
carefully managed, purposeful, and deliberate process that helps rather than hinders
the sales organization will benefit both your top and bottom lines.

TIP 2: Keep processes simple. Do not over architect. The changes you make are
your legacy.

#3. COMMIT TO A CADENCE
The establishment of a cadence or operating rhythm
is vital in a sales organization. The heartbeat of the
team should not be irregular. Lack of cadence can lead
to patchy and sub-optimal results.
There are a number of ways an organization can establish a
winning cadence:
 Incorporate team meetings into the weekly schedule.
 Set up regular pipeline review meetings.
 Treat important team meetings as customer meetings.
Reschedule if absolutely necessary, do not cancel.
 Establish regular coaching sessions for quote carrying staff.
 Establish a team wide commitment to the cadence.

TIP 3: Set the operating rhythm and stick to it.

© 2014 Docurated, Inc. | Pier 59, Chelsea Piers, Suite 201 | New York, NY 01803 | +1.347.696.7999 | www.docurated.com

#4. EFFECTIVE ONBOARDING
Effective ramp up and onboarding of AEs and SDRs is
key to the success of the sales organization. A
well-defined onboarding plan must be developed by
the VP of Sales or Sales Training Manger. Sales
leadership should know precisely what role a new hire
will occupy and ensure that the tools for success are
already in place.
A predefined set of metrics should also be set in place to measure performance.
Pair new hires with top performers. Involve the product marketing and engineering
teams in the onboarding process to help new hires get up to speed on the product line.
Time should also be set-aside for new employees to view product demos.
With an established onboarding framework in place, sales organizations can accelerate
ramp up times and also reduce turnover.

TIP 4: Faster ramp-up = faster quote attainment.

#5. ONGOING TRAINING
Increase sales effectiveness and productivity with
regular sales training. Regular sessions should be
incorporated into the team’s schedule. While annual
sales training certainly has its benefits, there are
advantages to ongoing training. Sessions can build on
one another. One session, for example, could feature a
selling technique and how it could be applied to your
product. A follow up session might then add on a cross
selling technique. With increased skills, team confidence
will improve. There are also a number of other benefits that can be derived from
increased training regularity:
 Teams can keep abreast of any developments in the company’s product line.
 Product line improvements can be quickly reflected in the company sales pitch.
 New technology can be seamlessly integrated.

TIP 5: Single-event training is a useful tool, but ongoing training is essential for survival

© 2014 Docurated, Inc. | Pier 59, Chelsea Piers, Suite 201 | New York, NY 01803 | +1.347.696.7999 | www.docurated.com

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