Sales operations is one of the most underappreciated — yet vital — jobs within a SaaS company.
Darlene Grant knows this all too well. She is the VP of Sales Operations at Dyn, a cloud-based Internet Performance company that helps companies monitor, control, and optimize online infrastructure. Grant previously worked as the head of Sales Operations at HP, and has more than 20 years of experience in strategy, business development, financial analysis and more. Now, she’s focusing on optimizing Dyn’s rapidly-growing sales team.
Grant explained that sales operations has only recently gained prominence and recognition for the important role it plays within SaaS businesses.
“In the years past, we didn’t even really call it sales ops — it just evolved,” she said. “I think companies are now realizing the value of sales operations. It really is a blend between understanding processes and analytics, and driving efficiency and productivity for sales. Companies are now starting to see what sales operations as a whole can contribute to the success of a company.”
In the latest episode of Ramp, Grant shared how the field of sales operations is helping SaaS companies like Dyn accelerate growth.
One of the most difficult aspects of sales operations remains sales forecasting, since it’s nearly impossible to accurately predict the future. Grant explained that even for veteran sales ops professionals, forecasting is an incredibly difficult challenge without a perfect solution.
“Forecasting really is a combination of science and art,” she noted. “I think initially, companies have a tendency to lean more towards the art and less towards the science. Everyone is trying to find that perfect balance.”
In this exclusive 22 minute interview, Grant explains:
- How data can help more accurately forecast sales revenues
- The importance of metrics-driven sales coaching
- The key to effective sales training
- …and much more.
Learn more about how sales operations can revolutionize your sales team in the newest episode of Ramp, the InsightSquared podcast.