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Building the B2B Sales Engine

Sales Operations

The sales operations team builds the core engine of processes and tools which underpins the sales organisation. In this section we will first cover how to build the central operations, then how to apply this to build modular segment-specific operations that AEs can follow.

Head of Sales Runs the AE Teams and Sales Operations

  • Direct reporting line
  • Overlay, aligned but not direct reporting

Global Head of Sales

Product team

Sales operations

  • 01Sales Tools & Sales Engineering
  • 02Sales Enablement & Product Strategy
  • 03Sales Finance
  • 04Special Projects
  • 05Sales Risk & Compliance

Regional sales organization

  • Regional Heads
  • Region Leaders & Country Managers
  • Sales Managers

Account executives (AEs)

  • Volume
  • Value
  • Upsell

Product sales experts (PSEs)cross-functional overlay across all AEs

Product team

Core Engine

  • Standardized CRM definitions
  • CRM discipline
  • Sales enablement material
  • AI-driven lead generation
  • Performance and KPIs

Modular Sales Motions

  • Varying execution processes by segment
  • Segment-specific tech enablement (e.g., upsell triggers)
  • Technical co-selling for complex motions