Milind Katti

Milind Katti

May 5, 2019

Sales Representative to Sales Operations – A Good Move?

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We understand that this might be a point of view that is subject to argument, but that did not stop us from putting this down, as we believe that this might prove to be a good move. Let’s see why.

  • The Sales Representative has seen, lived, breathed, tasted, every bit of the sales process himself. He has tasted rejection and success, pain and pleasure, respect and denigration; he has seen it all in his role as a sales representative. He knows the process inside out and stands a good chance of knowing what works and what doesn’t.
  • The Sales Representative will understand the challenges and pain points of the sales team and the weak links in the process and systems and process as he has experienced them first-hand. So simply put, he will know how to address them.
  • He will be able to put an operations department in place that takes the routine work off the sales team’s shoulders so that the team can focus on their core strength, sales.
  • The Sales Representative will have an all-around view of the sales-marketing- customer triangle of love and will do his best to keep it in the love mode and not allow it to deteriorate.
  • He will add more value to the sales team’s role and ensure he keeps smoothly running operations so as to enhance the performance and productivity of the sales team.

On the other hand, many times, organizations opt for external administrative heads or specialists. Let’s find out why this might not be a good problem to have for the sales team.

  • The non-sales person will never know how the sales organization or department works and the nitty-gritty involved.
  • He will never know the sales departmental processes inside out or how they work, as much as a person who has lived with these processes would know.
  • He would not be able to relate to the real world challenges and problems and the aspirations and inspirations of the sales team.
  • He may be more focused on tactics and not results. He may be more reactive instead of being proactive, which is more a result of not knowing fully how the sales system works.
  • He would still be an outsider to the sales department and may not be readily accepted as one of them soon.
  • Sales and Operations are not being two separate things, and being intricately intertwined, needs a sales representative, a hands-on guy to perform sales operations well.

Sales operations are perhaps one of the most important roles in the sales organization and on the sales floor and the person who heads it needs to be chosen from one among the tribe if it were to work smoothly without too much friction.

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Milind Katti
About the Author

Milind Katti

CEO & Co-Founder, DemandFarm

Milind is CEO & Co-Founder of DemandFarm. Having practiced and evolved the ‘account farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B key account management tool to serve the needs of key account managers. Milind also serves on the Board of LeadEnrich & is a Strategic Adviser.

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