Sales Operations Setup Guide

Overview

The purpose of this guide is to direct any owner, executive, or team member of an organization on how to set up and implement a sales operations strategy and technical stack to empower revenue enablement.

Process

1. Create Sales Playbook

• Establish brand identity, unique selling propositions and target customers.
• Create sales goals, key performance indicators (KPIs) and activity metrics.
• Identify key processes, platforms and people involved in the sales funnel.

2. Draft Sales Messaging

• Write scripts for email, phone, SMS and social media DM outreach.
• Create sales assets for presentations, case studies and pricing/services.
• Develop standard operating procedures (S.O.P.s) for internal/external use.

3. Generate Prospect Data

• Set up or integrate a lead generation system (tools, APIs, scraping).
• Download contact information for your Ideal Customer Profiles (ICPs).
• Use AI to create research insights for each company and prospect.

4. Configure Email DNS

• Purchase a new domain or use a sub domain for email outreach.
• Configure DNS records (DMARC, DKIM, SPF) to ensure deliverability.
• Warm up email address of new domain to maintain optimal mailbox health.

5. Setup CRM Platform

• Select and set up a CRM tool, or integrate with your existing subscription.
• Define categories (accounts, contacts) and configure property structures.
• Integrate email, import contacts and upload files (assets, templates, etc).

6. Develop Automation System

• Select and set up an outreach automation system or integrate existing.
• Define core channels (email, phone, etc) and configure sequence steps.
• Integrate with CRM and customize tracking and reporting dashboard.