Transforming Sales: Ensuring that Your Sales Process is Fluid and Enabled by the Right Tech Stack

In this series, we ask Sales Tech Executives to describe how their solution can transform sales in a significant way.

This week I interview Joe Caprio, VP of Sales for Chorus.ai.

NANCY: WHAT ARE THE TOP AREAS OF FOCUS IN THE NEXT 12-24 MONTHS FOR ORGANIZATIONS THAT WANT TO TRANSFORM THEIR SALES ORGANIZATIONS?

JOE: The top areas of focus to transform sales are:

  1. Operating Model: This is the most common exercise we go through in scaling sales orgs. Do we have an actual, month over month plan to track progress towards goals? Are we reviewing the assumptions (win rate, ASP, etc) along the way.
  2. Tech Stack: This is an area that has exploded over the last ten years. As we’ve moved from an outside model to an inside approach, our selling tools have changed. We watched as the operations role went from a glorified admin position to a strategic role with a seat at the executive table. Ensuring that your process is fluid and enabled by the right tech stack is critical to building a high functioning, high growth sales org.
  3. Enablement and Sales Readiness: This is the latest frontier in scaling revenue in an efficient way. How long does it take to get a new hire productive? What is the gap between top performer and middle/laggard rep? What are you doing to shrink that gap?

NANCY: HOW SHOULD COMPANIES DECIDE WHICH APPROACHES TO SALES TRANSFORMATION ARE RIGHT FOR THEM?

JOE: This is truly a crawl, walk, run approach. There is no “right” answer to this that can apply across all companies. You need to back this out from your Top Down Goal (revenue target delivered to you by the board or exec team), and identify the changes needed in order to hit those goals.

In my experience, working through your operating model will expose what metrics need to improve (do you need more pipeline? need a higher win rate?). These answers will dictate if you’re on a project to increase headcount, enable through tools, or sharpen your IC’s skills.

NANCY: WHAT ARE YOUR TIPS FOR ENSURING THAT TECHNOLOGIES CONTRIBUTE TO SALES TRANSFORMATION IN A MEASURABLE AND IMPACTFUL WAY?

JOE: Mature orgs tend to do this as part of procurement. You can’t buy tech without a clear business case and corresponding ROI calculator. Mature vendors come with a real deployment plan that is time-bound and success metrics are established ahead of time.

If your org is not “quite there yet” you can start by reviewing the priorities each vendor is attached to. Share that feedback with your vendor. As a vendor, it’s not offensive; it’s actually really helpful for us to know what you’re measuring us by. Have this honest conversation with the vendor so they can support you properly and have this conversation internally. Too many companies buy something off the demo and “let it fly” where they just wait for organic adoption and outcomes to follow. Get specific with your vendor and your users to ensure everyone is aligned on exactly how this particular project drives revenue/cuts costs, etc.

NANCY: HOW IS YOUR SOLUTION TRANSFORMING YOUR CUSTOMERS’ SALES ORGANIZATIONS?

JOE: I had a really rewarding conversation with one of our customers at the point of renewal about this very topic. He said that they’ve started to anchor every one of their strategic company initiatives around Chorus.

Since we’re monitoring talk tracks and adoption of those talk tracks, this customer is using Chorus to ensure every single company level OKR that comes with a behavior change from their customer facing teams (and that includes just about every OKR I can think of) gets supported by a listening exercise in Chorus.

Acquire a smaller competitor? Make sure the reps are talking about it the right way.
Roll out a new methodology? Ensure the reps are adopting it, etc. etc.

Beyond that, our solution is really your sales coach in a box. The top method for reps to learn in a typical sales org is to shadow and copy the veterans. We build those shadow playlists from existing calls, so our customers are building out their knowledge distribution in an automated way. When a rep joins your company, there is a playlist for every topic in your onboarding curriculum.

NANCY: WHAT ARE SOME GOOD RESOURCES IF SOMEONE WANTED TO LEARN WHAT QUESTIONS TO ASK, WHAT OTHERS ARE DOING, OR OTHER FACTORS RELATED TO SALES TRANSFORMATION?

JOE: Well, I think an easy and self-served approach is our State of Conversation Intelligence Report.

Beyond that, I think the beauty of the sales enablement persona is that they’re natural helpers. They love to share insight and help one another.

So, get involved in the Sales Enablement Society, start joining groups like the Rev Collective or MSP, attend training sessions like Misha MacPherson from SaaSy Sales Management, etc. This is a real movement, and it’s actually really easy to get involved.