Sales Process Management  

Sales Process Management

Sales process covers the effectiveness and efficiency of a sales process. Sales numbers can be flimsy if they are not supported by a robust sales process, helping company to build a long lasting brand.


Sales Process Management


Sales process covers the effectiveness and efficiency of a sales process. Sales processes are the bedrock of a healthy sales performance. Sales processes provide support to the sales channel and also enforce a discipline within the sales channel to build strong sales organization. It is both a service provider as well as conscience keeper.

Sales process covers the effectiveness and efficiency of a sales process.  Sales processes are the bedrock of a healthy sales revenue performance. Sales processes provide support to the sales channel and also enforce a discipline within the sales channel to build strong sales organization.

Sales Process Management Business Objective

To have an excellent sales process and capability.

Key Business Questions in Process Management for Sales and Distribution

  • How do I ensure that my sales partners are representing my product and company effectively?
  • How do I ensure that sales force staff are correctly representing products and company?
  • How do I know that sales managers are meeting, counseling and monitoring the sales staff and partners?
  • How do I know that I have good logistics of distribution and usage of sales material and kit? How to ensure that appropriate sales promotion is happening?

Scope of this Sales Process Management Chapter

This chapter includes

  • Representation of Products and the company to Sales channels and customers
  • Designing, printing, distribution and inventory management of the sales kit (application forms, sales brochures..)
  • Designing, printing, distribution of the sales promotion material. (like banners..)
  • Designing, printing and distribution of ‘representation’ material (like caps, badges, visiting cards..)
  • Management and delivery of training and orientation
  • Sales operational reporting.
  • Designing, documenting sales business processes, and monitoring the adherence.
  • Pre-Sales Support (including technical support) to achieve sales.

Scope of this chapter does not include the following (and is covered in other chapters)

  • Sales Compensation statements and reporting (covered in Sales Compensation administration)
  • Sales Channel Training management (Covered in Sales training)
  • Sales productivity tools management (Covered in sales channel productivity)
  • Field Operations (this will be covered in the order fulfillment and delivery management- Not yet created) like first level processing of the order OR an application form, before submitting it to the operations.

Performance Metrics

  • % score on the mystery shopping on sales process.
  • %age adherence to sales monitoring and prospecting process.
  • Level of customer (end-customer and channel)
  • Score of adherence to sales process (different types)
  • TAT of various steps in managing the sales material
  • TAT on providing technical pre-sales support

Sales Process Organization and Governance

Sales process is also sometimes known as ‘distribution operations’ OR ‘sales operations’. The role managing this piece reports to the head of sales OR head of business.  Sales process is not only a service provider to the sales channels, but also is a monitoring and conscience keeper of those processes which they are not responsible for delivery. Sales organizations also have ‘sales process quality & Audit’ role within the sales operations, to focus on the quality and monitoring aspects. This role (to avoid conflict of interest) can also report directly to the head of sales.

One very important role the Sales process/operations organization can also fulfill is also to act as the interface between the sales organization and other service providers like order fulfillment and IT.  This interface is generally to manage the exceptions and not being an interface on every transaction. For example- Sales operations can work with IT for system enhancements, to handle production bugs etc.