Table of Contents
Share this article
Learn from the brightest minds how to predictably and efficiently grow revenue.
Related Content
Data-Driven Growth: Revolutionizing Sales Performance with Brad Cross, CRO at Upflow
This week on the Revenue Insights Podcast, Guy Rubin, CEO of Ebsta, speaks with Brad Cross, Chief Revenue Officer at Upflow about data-driven growth. In this episode, Guy and Brad explore the evolution from product-led to value-led sales, the importance of effective qualification, and strategies for improving sales team performance. Brad Cross is the Chief…
Lessons in Scaling Cybersecurity Sales with Dean Hickman-Smith
This week on the Revenue Insights Podcast, Guy Rubin, CEO of Ebsta, speaks with Dean Hickman-Smith, Chief Revenue Officer at HackerOne on Scaling Cybersecurity Sales. In this episode, Guy and Dean explore the evolution of sales leadership, the power of community in B2B sales, and how AI is transforming sales enablement and performance. Dean Hickman-Smith…
Onboarding Sales Teams with Sofiya Ulyak of Star
Sofiya Ulyak jumped onto Sales Operations Demystified to share her knowledge and experience in Sales Operations as well as providing insights into onboarding a sales team. Check out all the other episodes of Sales Operations Demystified here.
You can learn more about:
Table of Contents
Tools Mentioned:
Key Takeaways
From sales-assistant to the director of commercial operations
Sofiya first joined Star as a sales assistant eight years ago and has moved through the ranks fo sales operations from manager to director and now to the director of commercial operations. She became passionate about the sales process right at the start of her career when she helped sales reps become more productive as a sales assistant.
The Three-step sales team onboarding flow
Star operates a three-step onboarding sales team process:
- Online onboarding through Showpad – Online training on the businesses mission, values, customer case studies and an overview of their sales process
- Onsite onboarding in Ukraine – During the first month, all new team members head to Ukraine for onsite training to build relationships with core team members
- Sales training – Each new recruit receives sales training on the value selling methodology explained below
What is in it for the sales team?
Many guests on the show highlight the importance of effective communication with sales reps. It is your responsibility as a sales operations resource to build impactful relationships with your reps. The strategy that we find most guests sharing is that you must communicate with your sales reps with their interest in mind… not yours.
Over time, if you communicate what they can get from adopting a new process, and then deliver on that promise… trust is built.
The value selling methodology
Star has adopted the value selling methodology. This essentially trains their reps to look for pains or problems that the prospect is experiencing and then match these to the features within their product. Only if there is a fit, should the sales rep proceed with the sale
This sales strategy serves well in the long term as it will build trust between the salesperson and the prospect over time regardless of whether a sale is made.
#1 metric: time to hit quota
Sofiya’s favorite sales metric is: the time is taken for a rep to hit 100% of quota. She enjoys this metric as not only does it inform you of how effective your onboarding is, but also informs you of how effective your hiring has been.
Biggest influences:
Sofiya’s biggest influences are her CEO at Star and also Hillary of Zoom who she met at an OpStars event in San Francisco:
- Michael Schreibman – CEO of Star
- Hillary Headlee – Sales Ops at Zoom
Subscribe To Sales Ops Demystified:
Quote:
