B2B Sales Process Assessment. Close B2B & SaaS Deals Faster in 3 Steps

Saas & B2B Sales Process Assessment, Audit and Analysis services

Summary: SaaS or B2B sales process assessments can help sales and business leaders find and fix problems that improve sales results, reduce costs and create more efficient businesses that scale faster.

Business owners, executives, and company investors need successful sales teams. Successful means sales teams that are productive and efficient. Sales teams that can adjust and scale to meet customer demand.

Yet many B2B and SaaS companies struggle to create successful sales teams. Executives want a sales team they can count on to win new customers, and produce sales as promised.

A sales process is a standardized approach that helps align sales team efforts. A key problem is that many sales organizations do not have a formal process. That means that each salesperson makes up and uses their own approach. That costs you money, and customer satisfaction and retention.

So what is a sales process? Simply, it is a uniform and consistent series of steps used by a salesperson to create a new customer. The right process can help your B2B and SaaS sales teams operate better, faster, and cheaper.

Is Your Sales Process Causing a Selling Problem?

When sales problems like lower sales results happen, one area to consider is how you sell. The repeated series of actions used to win a sale, or sales process steps, is a key area to analyze.

Why? Because a sales process is a standardized way to create customers. Think of this process as your system of running a customer factory. It is how your sales team collaborates to convert prospects into customers. That includes your salespeople, account executives, and account managers and support staff.

Your Customer Development Factory

If the factory process are defective, the sales funnel conversion rate will drop. What is a conversion rate? It is the ratio of sales prospects that become customers. If your sales process does not work well, the ratio of turning prospects into customers will drop. That reduces your sales efficiencies and KPIs, and it increases sales costs.

When sales teams don’t hit quota for monthly or quarterly sales goals, your process may be the problem. The crucial question: will upgrading your process will actually improve sales results.

A larger question is if other factors are the actual cause of poor sales conversion ratios.

The Value of a Great Process

A consistent, aligned selling process helps sales teams to be productive and efficient. Why is that so? Because sellers need to align sales strategy and actions with their customers. It means sales strategies must align with how customers decide to make a buying decision.

The right process, strategy and steps, ensures seller-customer alignment.

So, which is the right or best process for your company and team?

It is the one that enables you to measure, forecast and predict future business with accuracy. The right choice ensures that sales funnels, pipelines, and forecasts can survive questions. Tough questions and stress tests the come from your executive team members. Tough questions can also come from your Chief Sales Officer – CSO, CFO, or even your COO. In some cases, significant investors may have direct questions about sales pipelines.

Got a Match?

While picking a your selling process may seem simple, there are many elements that must be considered to be a high quality match that produces success.

Every selling process model should be a matched. Each company has its own unique requirements, risks, and realities, as well as the customers and clients you serve. A great process choice is the right one for your company. Some options are too heavy, detailed and complex. Others are too light, and do not capture key data that is important to how you run your business.

Factors to consider include:

  • your sales team: size; business and technical sophistication; work experience; direct, indirect, partner or blended sales organizations; readiness to learn and use and follow new systems
  • your company: sales support teams; support for
  • your customers: size; decision process complexity and team size; risk tolerance
  • your sales and deal cycles: average duration; velocity, sale complexity; deal process and team
  • management support: hows management uses information; what level of detail, cost structures
Match Your Sales Process To Your Company Style, Products, Team, Complexity
Match Your Sales Process to Your Specific Company

Why Should You Even Have a Process?

So what is a sales process? Simply, it is a series of steps that your sales team, sales person or account executive follows to create a new customer or client.

A great process provides a clear, documented and consistent set of terms, definitions, and performance metrics. Some are set into so called playbooks that are similar to a recipe for a world class food dish.

Sales efficiency metrics

Sales has always been a metric or measurement driven function. For many years it was all about one metric: sales revenue.

The advent and proliferation of SaaS has led to a much more granular approach to metrics. Sales volume (and recurring revenue metrics like ARR or MRR in SaaS businesses) and selling cost metrics (like cost of sales and SG&A) become more important to measure efficiency as sales teams grow and scale. Early stage funders and investment teams are more likely to thoroughly inspect sales metrics carefully to understand how well deployed capital is being converted into new customers.

  • The range and depth of metrics continue to grow. They include quantity and ratios like:
  • marketing and sales qualified leads (MQL & SQL),
  • number of cold calls, total calls to appointment, total calls to close
  • lead quality, lead sourcing and conversion ratios,
  • sales playbook usage and effectiveness,
  • sales funnel depth, quota coverage, quality and speed,
  • time and age by process stage, step, gating stages and stage gates, as well as both stage durations and overall sales cycle times.

But process can also cover other crucial areas such as client call research, cold calls and emails with elements like Gosset or A/B testing, and cold call and outreach strategy, team calls, room management, average deal size, discounting behavior, effective handoffs from sales development reps (SDRs), and so on.

Financial efficiency metrics

Executives and sales team leaders can use their process to measure key metrics, ratios and efficiency. They can also ask questions to understand which parts are working well, and which parts need help. For example, how many days, on average, are required to complete a sales cycle? What is the longest part of the sales cycle? Why?

The Problem with Process

Problems occur in many B2B or SaaS companies because more than one processes exists. Why is that a problem?

Until the company sales leader selects and requires one common process, each seller may have their own process. That makes it hard, if not impossible, to accurately and reliably forecast business. It also makes it hard, if not impossible to improve the sales process, and make it more efficient. Efficient meaning it takes less time, truly helps the sales team focus and use their time, training, talent, and targeting on prospect that can and will decide to buy.

5 Steps to a Sales Process That Wins More Deals Faster

  1. Know your customer or prospect, and listen to how THEY describe their BUSINESS PROBLEMS
  2. Uncover WHY they are committed to solving this problem now by switching from their current method or product
  3. Learn WHERE THEY are in their decision-making process
  4. Ask HOW they will make a decision to switch
  5. Determine HOW they will measure fit, risk, and success

VIDEO: Fixing Sales Problems – Do You Have A Sales Teams Problem Or a Selling Problem ?

Additional Value of a Strong Process

Further, the right B2B or SaaS customer development process enables you to effectively onboard new salespeople. It enables a standard, consistent way to think and talk about the roles of each team – lead gen, marketing, sales, and customer success – and how each team is performing.

Your Process and New Hire Onboarding

Onboarding is a crucial step. Many companies do not invest enough time and effort in onboarding. A strong onboarding process should including an introduction to the selling method and process to ensure a fast effective start. Additionally, onboarding builds skills and confidence. Salespeople learn and know the language and terms.

Moreover, a great process can reveal sources of sales and selling problems. Diagnosing sales performance problems is a challenge. StrikeZone can help you remove the uncertainty and pinpoint such problems. A documented process that

How to Choose Your Weapons – Your Sales Strategy and Process

So, is there a best sales process for your company, team, and clients? How do you choose one over others?

There are dozens of formal processes, and hundreds of informal options. Some use a 7 step sales process. Others have 4, 5, 6 or more steps or stages of the sales process. While the step and stage names differ, many share similar characteristics.

The number of steps & stages is less important. What is most important is to find, modify or change your process to helps your sales team close business faster. That is what you hire a your process to help you achieve.

Popular Process Methodologies

There are many examples of sales process options. They include MEDDIC, Miller Heiman, Xerox, Dale Carnegie, and hundreds of others. But which is right for you, and your B2B or SaaS company?

Should you use Customer-Centric selling? Or perhaps consultative or solutions selling (Xerox and others had versions including Professional Selling Skills or PSS)? Or instead, what about the Challenger Selling (Gartner) model. Perhaps Integrity Selling (Willingham)? Then, there is Sandler Selling System, Solution Selling (KornFerry), SPIN Selling (Huthwaite), Strategic Selling (KornFerry)…and the list goes on.

If you examine each approach in detail, each option sounds more intriguing than the next.

So, how do you choose?

Our assessment and audit services can help you test and measure if switching to a new process makes sense for your company, your current sales force, and the type, levels and roles of your clients.

How we help

We are B2B and SaaS Sales experts. Our decades of experience can guide you to successfully and professionally evaluate, audit, analyze your existing selling process. Moreover, we can help ensure it matches your needs, and does what you hired it to do – close more deals faster with less cost.

Our Selling Process Audit, Analysis and Assessment (SPA3) services is uniquely designed to find fact to help find problem, find reasons, and make adjustments to your sales process. SPA3 assessments give you a deeper understanding about the quality, fit, and effectiveness of your current process. SPA3 services can also reveal important effects that proposed changes can have on your sales productivity.

Our SPA3 services include:

  • thorough audits of your current strategy and processes for sales, marketing, and lead generation activities
  • analysis and assessment of strengths and material risks
  • analysis and backtesting of current and prior pipelines, funnels, forecasts, and deal win rates
  • a detailed list of recommended key actions
  • written report
  • fixed fee

Contact Us

Contact us to discuss your questions, concerns and business objectives. Let’s learn if our SPA3 services can give you clarity. Our goal is to give you the key facts you need to make sound decisions for your unique company. See how SPA3 gives you the confidence to action on your best options.