CROs now need to be efficiency experts in revenue operations. They require a new approach that coordinates every specialized role across marketing, sales, and customer success to maximize critical inflection points in the revenue capture lifecycle.
But the question that remains is: What is the glue that brings this all together?
Industry leading Chief Revenue Officers (CROs) see time and again that they can pull the revenue capture lifecycle together with a holistic approach to orchestrating, motivating, and incenting the field. Their go-to lever is Sales Performance Management (SPM).
What is SPM?
SPM delivers revenue predictability by orchestrating, motivating, and incenting the field.
With SPM, CROs impact the sales process and give inflection points like sales engagement, deal structure, and customer enablement a solid foundation — better equipping revenue operations and significantly improving performance at minimal expense. But what makes for a coordinated approach to SPM?
The three pillars of SPM
Top executives enable the critical inflection points in their funnel by giving revenue teams an understanding of the basics: what are their targets, what areas do they cover, and what’s expected of them. All hinge on a three-pronged strategy that incorporates the full promise of SPM.
1. Revenue leaders create Orchestration with better territory and quota management. While many companies do not invest heavily enough in this step of the SPM process, those that do tend to succeed at de-risking their forecasts and optimizing revenue administration for performance. According to Harvard Business Review, relatively small tweaks like optimizing territory design increase sales 2 to 7 percent, without a change in sales resources or strategy1.
2. Motivation makes performance expectations clear—helping reps spend more time selling because they understand what they’re supposed to do, and how. That’s why companies that use SPM increase sales productivity 12.5% and close times 50%, according to Simon & Kucher2.
3. Incentives align orchestration and motivation, driving company objectives by directly correlating behavior and payment. This way, revenue teams and their employing companies win and lose together. With incentive compensation, CROs unlock 10% more sales opportunity every year3.
With these SPM building blocks, Gartner says revenue executives unlock 10% more in annual sales4.
Industry leaders excel at revenue capture by avoiding common traps and keeping the most important first principles in mind, as they craft their revenue operations framework. Tune in for our next two blogs, which discusses the importance of operational efficiency, continuous agility, and empathy.
- Blog: What Is Revenue Capture? Three Critical Inflection Points
- Blog: The Revenue Limitations of Traditional Sales Operation
- Guide: The Executive Guide to Accelerating Revenue Capture
- Webinar: The Three Misdemeanors of Revenue Operations
- "Why Sales Teams Should Reexamine the Territory Design," Harvard Business Review, 2015.
- "What is Sales Performance Management?", Opensymmetry, 2019
- & 4. "Your Comprehensive List of Sales Planning, Process & Forecasting Statistics," Xactly.