Dana Therrien

Service Director

Author Insights


“2112” Things We All Need to Need to Know About Artificial Intelligence

Dana Therrien August 8, 2019
  • Sales operations functions are sitting on a treasure trove of sales data that will fundamentally change the way sales hiring, training, compensation and management are performed
  • Data signals and AI will one day be used during the hiring process to predict rep viability and success
  • Sales managers must use technology to enhance – not replace – rep intuition
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Artificial Intelligence, Baseball Umpires and … Revenue Operations?

Dana Therrien April 1, 2019
  • Revenue operations is the next evolutionary step for sales, marketing and customer operations roles
  • People, companies and industries almost never disrupt themselves
  • Sales and marketing technology stack innovations are greatly outpacing organizations’ willingness to adapt
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The Pareto Principle: Can Every Salesperson Be an A-Player? (Part II)

Dana Therrien October 30, 2018
  • Sales performance follows a predictable bell curve where only a few people produce half the results
  • It’s time to rethink sales performance management – some A-players are just lucky C-players, while some C-players are unlucky A-players
  • In this second post of a two-part series, we discuss some deeper insights into how the Pareto Principle and Price’s Law apply to B2B sales rep performance
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The Pareto Principle: Can Every Salesperson Be an A-Player? (Part I)

Dana Therrien October 23, 2018
  • Sales performance follows a predictable bell curve, where only a few people produce half the results
  • It’s time to rethink sales performance management – some A-players are just lucky C-players, while some C-players are unlucky A-players

  • In this first post of a two-part series, we delve into how sales performance is more complex than many sales leaders believe
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Don’t Be Dumb: Why Artificial Intelligence Won’t Replace Smart Salespeople

Dana Therrien September 26, 2018
  • AI has the potential to become the world’s worst micromanager for salespeople – but only if they let it
  • Salespeople’s pioneering spirit is what attracts them to the profession, so attempts to limit their creativity might backfire
  • A good rule of thumb is to never underestimate one’s ability to overcome insurmountable odds
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Seven Sales Operations Trends for 2019

Dana Therrien September 18, 2018
  • SiriusDecisions has identified seven trends that should drive the priorities of sales operations leaders in 2019
  • Artificial intelligence is increasing sales’ effectiveness and efficiency
  • Sales and marketing are finally eliminating the artificial barriers between them
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Sales Operations: Six Places to Find Hidden Revenue Opportunities

Dana Therrien May 31, 2018
  • The most common ways to drive sales revenue are through new logos, cross-sell, upsell and renewal – but sales operations can help uncover additional hidden paths to revenue
  • High-growth companies reach a maturity point where customer churn becomes excessive and sales leaders split sales into hunter and farmer teams
  • Farmer account manager roles are best suited to uncover hidden revenue opportunities
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Sales Compensation: Should We Use Splits or Team Quotas?

Dana Therrien May 18, 2018
  • Use sales compensation splits when sellers’ individual contributions are identifiable and measurable
  • Team quotas are appropriate when selling is a true team effort and sellers’ contributions are largely indistinguishable
  • Let account coverage models and buyer purchasing behaviors dictate compensation policy
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The Real Reason Reps Don’t Update Opportunities

Dana Therrien May 25, 2017
  • Sales reps will voluntarily update opportunities if there is something in it for them
  • Opportunity coaching uses algorithms to help sales reps improve win rates
  • Opportunity to close is to opportunity management what CPQ is to the configure, price and quote process
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What Sales Operations Needs to Know About ASC 606 (IFRS 15)

Dana Therrien April 11, 2017
  • FASB ASC 606 in the U.S. and IFRS 15 internationally are new accounting rules that primarily change the way companies account for SaaS-based revenue streams
  • ASC 606 and IFRS 15 will not affect compensation plan design, but they will change the way that finance and accounting accrue commissions expenses
  • Sales operations and other compensation plan designers should understand these basic accounting rule changes so they’ll understand the effect on commissions expenses
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Do You Know Your Sales Solstice From Its Equinox?

Dana Therrien February 6, 2017
  • Data science efforts mean nothing if sales operations can’t figure out how to present data in more intuitive and insightful ways
  • Measuring sales leading indicators is the only way to prevent sales cuts from occurring in the midst of a recovery
  • Try a variety of visual presentation options, then rule out and combine the ones that tell the most persuasive story
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Should Sales Operations Finally Kick Its Excel Habit?

Dana Therrien November 18, 2016
  • Excel provides great flexibility for producing analytics, but it’s inefficient
  • Business Intelligence (BI) tools provide economies of scale, but they’re less flexible than Excel
  • – Re-categorizing sales intelligence production efforts synthesizes the need for Excel and BI
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The Sales Ops CPQ Cheat Sheet

Dana Therrien October 3, 2016
  • Modernizing configure, price, quote (CPQ) tools and processes is one of the most impactful ways sales operations can increase sales productivity and
  • CPQ vendor selection and implementation requires cross-functional participation between sales, marketing, product management and engineering
  • Consider the top reasons for seeking a CPQ solution, the top considerations for vendor selection and top implementation success factors
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Be the Tambourine Guy!

Dana Therrien August 17, 2016
  • Great sales cultures, like Scott Bradlee’s band, are led while appearing leaderless
  • The SiriusDecisions Sales Operations Accountabilities Sunburst Model is to sales operations what band sections are to a band
  • The Sunburst Model redefines the major sections that need to bring out the best in each other within a sales operations ensemble
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Here’s Why You Should Never Cap a Sales Compensation Plan

Dana Therrien May 31, 2016
  • Never cap “at-risk” compensation plans
  • Decelerators after certain attainment levels and fairly written windfall clauses are better ways to ensure compensation plan equity
  • Performance recognition gaps result in talent flight
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Shining a “Limelight” on Sales Ops Professional Development

Dana Therrien April 21, 2016
  • Get on with the fascination, the real relation, the underlying theme
  • In the sales operations profession, personal growth and professional learning never end
  • Neal Peart, one of the world’s greatest drummers, keeps finding ways to sharpen his skills – we should, too
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Stop Asking Salespeople to Estimate Probabilities in Their Forecast Process!

Dana Therrien March 16, 2016
  • Generating a sales forecast requires four data points: opportunity amount, sales stage, closed date and forecast category
  • When designing a forecast process, use a limited number of forecast categories
  • To avoid confusion, just stick to widely recognized, standard categories: pipeline, best-case, commit and closed
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What Fitbit™ Can Teach Us About Sales Analytics

Dana Therrien March 7, 2016
  • Well-executed sales measurement programs can instantly boost sales productivity
  • Gamification makes analytics much more interesting and impactful for users, and increases their engagement
  • Sales operations should stop presenting metrics and start presenting answers
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The Definitive Way to Measure and Grade Sales Forecast Accuracy

Dana Therrien February 8, 2016
  • According to SiriusDecisions research, 79 percent of sales organizations miss their sales forecast by more than 10 percent
  • To improve forecast accuracy, organizations must first define what it is, and then find an acceptable range of accuracy
  • Consider attending our annual SiriusDecisions Sales Leadership Exchange for more on sales forecasting
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Predictive Analytics: Duuuude Have You Seen This??

Dana Therrien November 19, 2015
  • Predictive analytics is grabbing headlines and mindshare for marketing and sales pros
  • As technology advances, applications of it are also changing
  • These advances are also testing the ethical boundaries of these approaches
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