• Jayant Kelkar

Stay Ahead of the Curve with Sales Operation Audit

Updated: Apr 8


  1. Is having a strong sales team enough?

  2. Do you need to review sales & marketing strategy, and activities to stay ahead of the competition?

  3. How often do you feel stuck or frustrated by the low performance of your sales, despite taking a few traditional steps to improve the sales? Doesn't that bother you and your sales team?


The sales operation of any business is a high-speed, dynamic, and high-performance job. As a result, it is important to go back and do a regular sales operation audit to ensure that your team is operating at a high level that meets or exceeds your goals.


To establish and operate a highly efficient marketing department, you have to constantly surpass competitors and market trends.


I’m sure you can agree that consumers are equally knowledgeable, if not more, about the products and services available in the market, the best buying options (pricing and delivery), and how to use the competition for their benefit.


So, how can you withstand the competitive advantage gained by your competitors, market, and prospects? Apart from other common tasks, a Sales Operations Audit is a very important way to identify gaps, fine-tune the sales process, and motivate your sales staff to stay ahead of the curve. Even if you have excellent products/services, technology, and a sales team, you need to have a Sales Operations Audit schedule to stay sharp.


What exactly is a Sales Operation Audit?


It is a complete evaluation of a company’s sales process. This means going through everything from existing employees to software to the business strategy. This audit highlights gaps in your sales team's performance and opportunities for improvement.


Why should you do sales operation audit work?


Doing a sales operation audit is an important step in preparing your organization for success and growth. Examining each of these components of your existing sales process can help you determine what your team needs to do to achieve your revenue goals.


Our customer experience has provided us with tools and information to assist firms in conducting sales operation audits.


What are the main benefits of conducting sales operation audits?



1. Increases Profits


The sales audit method is highly useful for increasing the profitability of a commercial organization. By conducting a sales operation audit, the organization not only be able to identify mistakes in their system, but also identify new hidden opportunities for revenue generations. When organizations utilise these opportunities, it contributes to incremental sales volume, revenue and profits.


2. Detects Duplicities


Sales audits are an important tool that firms should use to detect many inefficiencies in their sales process and strategy. Then an organization can take appropriate steps to address these duplicities, inefficiencies and other damaging practices during the sales process that harms the customers and the organization.


3. Smart Budgeting

It helps to prepare a smarter budget for the sales activities of an organization. All the steps involved in the sales audit process are the same as those involved in budget planning. As a result, it assists the business in creating a smarter budget for efficient use of funds and increase the financial health of the organization.


4. Improves Operational Efficiency

Sales operation audit can teach businesses a lot about how to improve their efficiency. Highlighting the leakages, tightening the process, reducing duplications and removal of unproductive practices, can improve the operational efficiency of an organization.


5. Better customer service

One of the reasons why good businesses grow and become great is because of the loyalty of their customers. This trust ensures that clients return to the company repeatedly. To seek such customer commitment, you must provide excellent customer service.


A sales operation audit provides insight into the practices and processes used to provide customer service. The operation audit focuses on onboarding, upselling, cross-selling, value addition, retention plan, customer loyalty programs and other aspects that are working fine or need to be improved. All these improvements lead to high-quality customer service, a major differentiator from the competition.


These are some of the benefits of performing a sales operation audit at a regular interval.


Below are some of the key steps in operation auditing sales work:


1. Recruitment Process Review

2. Analyzing Market Conditions

3. Reviewing the Marketing Process

4. Measuring Customer Service Quality

5. Workplace Analysis

6. Examine marketing tools and content

7. Different sources and quality of your existing leads

8. Sales, marketing and customer service team reporting, performance appraisal process, and rewards and recognition structure.


The focus areas, participants, duration, and submission of the sales operation audit report will be determined by the auditor based on the main objectives for this activity.


Warning: performing a sales operation audit is a very sensitive activity, and if not done properly, it can backfire. Employees participating in the audit may feel overwhelmed or intimidated by the auditors and the process. Therefore, it is necessary for a professional to perform this important function of business growth - a Sales operation Audit.


Here are a few more reasons why a Sales operation Audit is important:


1. Improve the accuracy of the sales forecast.

2. Find out at which stage of the sales process, you are losing your potential customers.

3. Gain a better understanding of customer buying patterns and the decision-making process.

4. Improve interpersonal relationships and bonding among team members and cross-functional coordination.

5. Refine lead generating process and increase conversion rates.


Sales performance testing is necessary to position your sales team and company for long-term success.


Still, thinking? Let's meet and discuss to understand if there is a need for a sales operation audit in your organization. If needed, we will be happy to provide our expertise to help you identify growth opportunities and improve the sales process for better sales volumes and revenues. Let's connect.


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