Creating a Monster Sales Machine

September 23, 2016 Mark Emmons


The topic of the sales operations webinar was “Building the Perfect Beast.” But it quickly became apparent that the participants were actually describing how to construct beasts. As in plural.

In other words, there are many options when it comes to creating a repeatable, scalable and successful sales machine. The trick comes in figuring out which one works best for your organization.

“Every business is a little different and there’s not one way to set up a sales model,” said Kelsey Barber, the sales operations manager at Datanyze. “In fact, I would imagine that most models evolve as companies grow.”

That was precisely the idea behind a webinar that featured Barber; Julian Pisani, the director of growth at Rhumbix; and Jonathon J. Leon Guerrero, the senior sales operations manager at LeanData. The intent wasn’t for the trio to tell anyone how they should be organizing their business operations. Rather, they shared what works for their companies — and hopefully sparked ideas about what listeners might incorporate into their organizations.

It was about considering the possibilities.

“I’m sure that at a surface level, all of these ideas and strategies are pretty unsurprising,” said Pisani, who previously was a consultant with Upshift Partners and worked with more than 50 companies. “When we’re at the startup phase, we’re all consumed with trying to do so many things trying to scale.”

And that means experimenting, measuring and iterating. Pisani is doing just that at Rhumbix, which recently began its own commercial launch. The company is leaving no stone unturned when it comes to a sales model.

“Too often we’re dependent on the idea that all inbound is the perfect state or that maybe cold-calling is the way to go,” he explained. “I don’t think you should be set on one model. Don’t try to lock yourself into the idea that one strategy is the end-all, be-all. You need to identify other channels and be cognizant of testing them as well.”

“You should also have an open mind,” Leon Guerrero added.

“We do want to show how we do things internally,” he said. “But it’s more important for other sales operations people to see how three different companies think about their sales models and yet we’re all similar in the way that we follow the data.”

The webinar focused on three major topics:

  • Choosing a Sales Model: Inbound, outbound or hybrid
  • Rules of Engagement: How to ensure fairness for your sales team
  • Preparing for Liftoff: Keeping your sales process scalable

The three sales operations pros all took deep dives into how they’re addressing each of those areas. Just as important is their willingness to be flexible as they try to identify what Pisani calls the recipe for a scalable model.

“You really have to drill into what’s driving the needle for the company,” he added.

Listen to the webinar here to learn more about how three businesses are doing just that. In addition to the presentation, Barber, Pisani and Leon Guerrero also participated in a lively question-and-answer session.


About the Author

Mark Emmons

Mark Emmons is the staff writer at LeanData. He previously was a reporter at the San Jose Mercury News, Orange County Register and Detroit Free Press. He can be reached at

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