{"id":45934,"date":"2020-12-22T20:30:16","date_gmt":"2020-12-23T04:30:16","guid":{"rendered":"\/us\/en\/blog\/?p=45934"},"modified":"2025-07-16T01:08:52","modified_gmt":"2025-07-16T08:08:52","slug":"how-to-optimize-your-sales-model","status":"publish","type":"post","link":"\/us\/en\/blog\/how-to-optimize-your-sales-model\/","title":{"rendered":"How to optimize your sales model"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Sales can be a tough job at the best of times\u2014but as any rep will tell you, it\u2019s even harder in a crisis. In 2020, companies of all shapes and sizes reported decreases in B2B sales revenues as the COVID-19 pandemic shrank budgets, shifted customer priorities, and disrupted business as usual.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The world\u2019s not done changing. From continued\u2014and in some cases permanent\u2014remote work to ongoing strategic shifts as companies fight to recover, the ripple effects of COVID-19 will be felt for years to come. In the meantime, ever-changing market forces will continue to require sales teams to refine and adapt.<\/span><\/p>\n<h2><b>Designing sales models for optimal results<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">But while\u00a0<\/span><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">traditional sales models<\/span><\/a><span style=\"font-weight: 400;\"> drove 55% less B2B revenue in 2020, according to McKinsey, some winning organizations and sales reps still managed to drive outsized success. In a new webinar, Ken Amar, Sales Development Manager at Outreach, and Kent Venook, Head of Business Development at RingCentral, examined best practices observed by these leading sales teams and identified what businesses need to do to reshape their sales funnels to drive optimal results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cDuring COVID, a lot of our sales development reps struggled,\u201d says Amar. \u201cBut something we found really interesting was that some of our best sales development reps, or SDRs, did better than ever. So we sat down with them and we figured out what they were doing differently.\u201d<\/span><\/p>\n<section class=\"show-demo\">\n<div class=\"title\">\n\t\t\tClosing sales performance gaps\t\t<\/div>\n<div class=\"flex-container button-container {{ $description ?: 'spacing' }}\">\n<div class=\"flex-container description\">\n<div>\n\t\t\t\t\tHear how winning sales leaders set strategies to exceed top-of-funnel targets and drive sales velocity\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"button-wrapper\">\n                                            <button onclick=\"window.open('https:\/\/go.ringcentral.com\/ringcentral-outreach-io-pod-webinar-on-demand-registration.html', '_blank'); return false;\" class=\"show-demo-button\" data-dl-name=\"show-demo\" data-dl-element=\"button\" data-dl-additional-info=\"show demo button\" data-no-auto-dl=\"true\">Watch now<\/button>\n                                    <\/div>\n<\/p><\/div>\n<\/section>\n<h2><b>Building scalable processes<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Driving impactful sales operations isn\u2019t about capturing lightning in a bottle. It\u2019s about building processes that make selling repeatable and scalable. This means taking a data-backed analytical look at what\u2019s working\u2014and what isn\u2019t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAt every company it&#8217;s going to be different,\u201d said Venook. \u201cHow are the leads coming in, how are they being qualified, and how are they being passed? If you have bottlenecks in those areas, you want to identify them quickly because that&#8217;s going to be your quickest path to pipeline, which of course is our number one priority. And then of course identifying the KPIs that support each of those different stages.\u201d<\/span><\/p>\n<h2><b>Developing the right approach<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Identifying these winning processes takes a multipronged approach, including collecting both anecdotal information from reps as well as technology-backed data, such as sales and call velocity reporting that can tap into hidden patterns and correlations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;The first thing usually you want to identify are the tangible vs. intangible things to measure for your reps,\u201d said Venook. \u201cPipeline and meetings are the ultimate goal. You can back up from there to understand how many calls, how many emails, how many connections, how many conversations, how many conversions of those conversations equals a meeting, and then how many meetings equals pipeline.\u201d<\/span><\/p>\n<h2><b>Building out sales processes<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Once companies start to pinpoint these indicators, they can then build out processes and best practices that can be incorporated into training and sales playbooks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThink of sales development as a funnel itself, kind of like the sales funnel. At the very top, you&#8217;ve got sequences. Sequences execute call tasks, which lead to conversations and then ultimately meetings and pipeline,\u201d said Amar.<\/span><\/p>\n<h2><b>New sales trends pay off<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While experienced sales teams may think they have this kind of optimization nailed, the \u201cnew normal\u201d of COVID has actually upended quite a few long-held trends. For example, both Amar and Venook said reps are seeing much greater success with phone calls and with pitching higher up the corporate ladder.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cOn LinkedIn, everyone&#8217;s saying, \u2018Hey, cold calling&#8217;s dead,\u2019\u201d said Amar. &#8220;It&#8217;s not. It&#8217;s a little bit harder to reach prospects, but the majority of our prospects who we sell to in tech are working from home. If you get a direct dial, the phone has always been the fastest way to get a meeting.\u201d<\/span><\/p>\n<h2><b>Engaging with executives<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Says Venook: \u201cThe other thing that we&#8217;ve seen, which is kind of cool, is a higher level of response from C-level or our higher-up executives. Most of the time, business development reps (BDRs) won&#8217;t even hit up the C-level because historically you just get kicked down. It&#8217;s a pretty low percentage of contact or connect rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c(But) we&#8217;ve seen C-levels and general managers (GMs) being now brought into the buying cycle or caring very much about the initiative that we&#8217;re trying to help solve at both of our organizations. Identifying that top level, and why they would care, is definitely something that you can do as a BDR organization to speed up that conversation. Right now, they are answering, which is not usually something that happens.\u201d<\/span><\/p>\n<h2><b>Exceeding sales targets in the \u201cnew normal\u201d<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Want to learn more about how successful sales organizations are reshaping traditional sales funnels and exceeding sales targets, even in today\u2019s difficult climate? Catch the full conversation to get all of Amar and Venook\u2019s experience-backed insights. <\/span><a href=\"https:\/\/go.ringcentral.com\/ringcentral-outreach-io-pod-webinar-on-demand-registration.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Watch our new on-demand webinar now.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sales can be a tough job at the best of times\u2014but as any rep will tell you, it\u2019s even harder in a crisis. In 2020, companies of all shapes and sizes reported decreases in B2B sales revenues as the COVID-19 pandemic shrank budgets, shifted customer priorities, and disrupted business as usual. The world\u2019s not done &#8230;<\/p>\n","protected":false},"author":29,"featured_media":45936,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,43336],"tags":[29465,380],"class_list":["post-45934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-sales","tag-pipeline","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to optimize your sales model | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Discover how you can reshape traditional sales funnels and improve your sales model in the new normal. 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