Sales and Rev Ops leaders have long been the unsung heroes of revenue generation – until now.
We realized that Ops needed a voice, especially in the European market. That’s why we’ve created this Inside Modern Sales Operations series. You’ll find each article packed with real, unfiltered advice from one Rev and Sales Operations leader that’s influencing the B2B SaaS industry worldwide.
Today we’re featuring Nadia Kakkava, Senior Revenue Operations Manager at Workable, who tells us about measuring sales operations KPIs using an account-based strategy. Let’s jump on in!
I’m a Senior Revenue Operations Manager with a demonstrated history of working in the computer software industry. I have strong professional skills in CRM automation, business planning, Microsoft Excel, managing people, and developing Apex Code.
I’ve been at Workable for the past three years, so I’ve seen our sales team grow a lot. What really makes the difference here are the people and the ideas they contribute. I listen to their suggestions daily and then try to implement changes so they can spend less time doing things manually, and more time speaking with prospects.
Due to the hyper-growth of our outbound team, we’ve changed to an account-based system to increase productivity. However, the inbound team stayed with a lead-based process, which caused frustrations for upper management due to the usage of two reports for KPIs.
Since leads and accounts didn’t connect in any way, we implemented a custom object that connects them and provides all the metrics in one report. We followed the same approach for campaigns. Due to SFDC limitations, we’ve created a custom campaign object that could give us valuable information about key metrics and the attribution of different campaigns to accounts. Now we’re able to report basic KPIs and measure campaign efficiency in an account-based system.
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