Cory Ayres (VP, Corporate Sales, Host Analytics) - The Importance of Sales Enablement & Operations for an SDR Program http://www.saleshacker.com/saas/the-importance-of-sales-enablement-operations-for-an-sdr-program/ Visit SalesHacker.com for more sales hacks, tips, and tactics.

1. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 1
T H E I M P O R TA N C E O F S A L E S
E N A B L E M E N T & O P E R AT I O N S F O R A N
S D R P R O G R A M
Leader In Cloud-Based
Enterprise Performance
Management

2. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 2
AGENDA
•Who is Host Analytics & Cory Ayres?
•Importance of Sales Enablement
•Importance of Sales Operations
•Impact on SDR’s
•Summary
•Q&A

3. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 3
EPM Is A Suite Of Financial Analytic Apps
Enterprise Performance
Management
(EPM = CPM = FPM)
Planning
Close
Reporting
Analytics $

4. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 4
Business owned
No: hardware, software,
upgrades
Cloud Computing Is Transforming The
Enterprise

5. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 5
WHO IS CORY AYRES?

6. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 6
WHO ARE WE?
PROACTIVE
ENERGETIC
MOTIVATED
SMART
SALES NINJAS
PROFESSIONAL
FUN
SALES NINJAS
PROACTIVE
HUNTERS
STRIVING FOR
BETTER
CULTURE
SOLDIERS

7. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 7
WHAT WE LOOK LIKE TODAY
•SDR Mgr – Erin Stanwood
•2:1 SDR to AE ratio
•Outbound & Inbound Teams
•Field & Corporate Segmentation
•Comped on Qualified Meetings,
Stage 2 & 3 Ops, Closed Ops
and Activities
•Hungry team that wants to be
AE’s some day!

8. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 8
What is Sales Enablement?
• Oversee and advance the Sales Enablement and Training strategy
including sales kick-off, new employee on-boarding, and regular sales
training.
• Create sales messaging to enable the sales force to have consistent,
effective and engaging sales conversations with prospects and customers
at each stage of the sales cycle.
• Advance on-going education curriculum and certification program for all
Sales Reps.
• Maintain up to date knowledge of industry best practices and trends and
their effectiveness.
• Draft role plays and case studies for the sales team to utilize.
• With the help of internal team, own logistics, event planning and all other
execution activities for sales kick-off, sales quarterly business reviews,
new hire sales training and other ad hoc Sales Enablement and training
events.

9. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 9
Impact on SDR’s?
•Quota Achievement
•Quicker Ramp; More productive
•Sales 101
•Product experts
•Market experts
•Competitive Intelligence
•Field awareness
•SDR’s get Promoted

10. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 10
What is Sales Ops?
• Build and monitor sales metrics, analysis, and reporting.
• Be analytical as well as have a personality that can work successfully with the sales
team.
• Be a power Excel and salesforce.com user – with particular experience with
salesforce tracking pipelines and updating renewals among other responsibilities.
• Ability to handle general deal support, including the preparation of quotes for sales
reps.
• Strong SaaS revenue recognition background - tracking and reporting on major sales
metrics including bookings, ARR & MRR by type, churn, renewal rates.
• Experience in being the business partner for the VP, Sales with experience in sales
forecasting with the sales leadership team.
• Ability to manage and generate weekly key sales metrics.
• Proven experience in developing and administrating sales compensation programs.
• Ability to provide general field support – acting a sales team’s feet on the street in
Redwood City.
• Proven experience automating key sales operations, including commissions, sales
quote process & sales metrics reporting

11. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 11
Impact on SDR’s?
•Quota Achievement
•Sales is more Science vs. Art
•Reporting & Dashboards
•Sales Tools
•Constant SDR Improvement
•Optimizing Performance
•Compensation
•SDR’s get Promoted
•Wingman

12. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 12
SALES TOOLS
• SALESFORCE
• CRM system that houses our customer and contact database. We use this to manage our current
opportunities, closed deals and activities.
• DATA.COM
• Provides info and contact information on millions of companies and contacts.
• INSIDEVIEW
• Provides insight into business information, contact data, online news and social media.
• LINKEDIN
• Prospecting and finding key contacts within accounts.
• YESWARE
• Email tracking solution to see who opened your emails. These automatically log your emails and
responses into Salesforce.
• RAPPORTIVE
• Find contacts and email addresses easier.
• MARKETO
• Marketing database used to mass email our customer base. Marketo also gives daily reports on who’s
been on our website.
• DEMANDBASE
• Marketing tool used to see who’s been on our website.

13. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 13
What do SDR’s care about?
Making $$ and getting PROMOTED!

14. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 14
SUMMARY
•Arguably – the first 2 hires after you hire your Head of Sales
should be a Sales Ops & Sales Enablement Specialist.
•Give up a sales head count if you must in order for you to get
these positions hired.
•Make sure the team respects them.

15. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 15
Any Questions?
Q&A