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4 WAYS TO SEE AROUND CORNERS IN SALES OPS

It really stinks to be caught off-guard or by surprise by unforeseen events. One
minute, everything is going according to plan. Then something unexpected happens
and you have no choice but to drop everything and scramble in response.

Obviously, reactive scrambling and aimless flailing is never a good thing for
your company. And of course, anything that’s bad for your company is also bad
for you, personally and professionally.

So how do you avoid getting caught by surprise in your business? Can you predict
what’s likely going to happen in your markets in the future? Are there any
effective ways to “see around corners” in Sales Ops?

Thankfully, there are at least four very effective approaches for getting a much
better handle on the dynamics of the future. Now, three of these approaches are
pretty straightforward and even somewhat obvious. And while the fourth approach
is not quite so obvious, it is extremely powerful.

As for the somewhat obvious approaches:

 * Intelligence Gathering—Intelligence gathering is largely about looking for
   upstream and downstream signals that reliably predict market changes well in
   advance. Upstream signals are those things that affect your suppliers, or
   better yet, your supplier’s suppliers. Downstream signals are those things
   affect your customers, or better still, your customer’s customers. By paying
   attention to these signals, you can predict changes in supply and/or demand
   before they work their way through the chain and reach your firm.
 * Data Analytics—This approach is about looking for telling trends and
   predictive triggers within your own sales and purchasing data. Very often,
   your suppliers’ and buyers’ behaviors over time can tell you a great deal
   about what’s coming in the near future. While this approach can only provide
   a few weeks advanced warning at best, it’s often a more accessible approach
   because the data is all in-house.
 * Customer/Competitor Research—This approach is about using various qualitative
   and quantitative research methods to better understand key customers,
   segments, and competitors. By taking proactive steps to learn more about
   their priorities, preferences, and perceptions, you’re in a much better
   position to predict how customers and competitors will react to changes in
   market conditions more generally, or your company’s actions more
   specifically.

Now for the one that isn’t quite so obvious, but is just as powerful…

 * Human Behavior—This approach is about learning all you can about how
   individuals and groups respond to various stressors, stimuli, and incentives.
   Human beings all have the same basic wiring. As such, individuals and groups
   will tend to respond and react in similar ways to similar stimuli. So the
   more we know about fundamental human behavior, the more accurately we’ll be
   able to predict the actions of our customers, competitors, suppliers,
   investors, and even other individuals and departments within our own company.

Of course, none of these approaches is easy. They all require a fair amount of
proactive effort and investment. But compared to being blindsided by the
unexpected and having to run around with your hair on fire to react and respond
in less than ideal ways, it’s well worth the upfront effort and expense.

So get after it. Using a combination of these approaches is best. But even if
you can only pursue one of these approaches, it’ll be 1000x better than just
crossing your fingers and hoping there are no surprises in store.


THE FUNDAMENTALS OF SALES INTELLIGENCE

In Sales Ops, it's easy to feel like decisions are made in a vacuum. But the
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Some teams are so mired in tactical grunt work and daily firefights that they
never make progress on strategic pursuits. How have other Sales Ops teams
transitioned into more strategic functions? What steps did they take?

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data to reveal powerful insights and opportunities for growth.

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