5 Ways to Build a World-Class Sales Organization Through Strategic Development

5 Ways to Build a World-Class Sales Organization Through Strategic Development

An Interview with Don Mastro, EVP, Global Sales, AVI Systems

In the dynamic world of sales, where competition is fierce and the landscape ever-evolving, a one-size-fits-all approach simply will not cut it. For a sales organization to truly excel and achieve unparalleled success, it must embrace an industry-specific sales development program. This is the cornerstone of building a world-class sales force that not only meets but consistently exceeds its targets. To help us identify the essential components of a program that can revolutionize your sales strategy, we asked these questions of Don Mastro, EVP, Global Sales, AVI Systems.

BCI: Don, thank you for joining us today to answer some questions that weigh heavily on peers in your position. Specifically, today we want to focus on the components of an industry-specific sales development program, like the one you built here at AVI Systems.

The first question we have for you is "How can CROs and Sales Enablement people structure their onboarding to get their teams successful more rapidly?"

Don Mastro: The journey towards success starts with a solid foundation. A well-structured 90-day onboarding plan is paramount for new sales talents. This immersive program should equip them with the necessary skills and insights to hit the ground running. From familiarizing them with crucial software tools, like CRM (Customer Relationship Management) systems and research platforms, to teaching them the intricacies of the company's ERP system and crafting winning proposals, this phase sets the stage for future accomplishments.

BCI: What strategies can companies implement to cultivate a successful sales team, and how does this approach contribute to fostering industry knowledge, company alignment, and team cohesion within the first six months of new hires joining?

Don Mastro: A successful sales team is not built overnight. Within the first six months of joining, new hires should be enrolled in a specialized sales academy. This academy should be led by seasoned sales executives and subject matter experts, designed to provide in-depth industry knowledge. Through this immersive experience, newcomers gain a deeper understanding of the company's offers, industry dynamics, and go-to-market strategies. This approach not only builds competence but also garners respect and trust from the sales team.

BCI: Great insight. How do sales leaders contribute to establishing a culture of consistent coaching within their teams, utilizing a well-defined sales playbook that aligns with company objectives?

Don Mastro: Sales leaders play a pivotal role in nurturing and guiding their teams to greatness. Regular coaching sessions, structured around a well-defined sales playbook, are key. This playbook should align with the company's offers and sales objectives, reinforcing the importance of staying on course. These coaching sessions serve as the driving force behind continuous growth and development for each sales leader and seller.

BCI: How do sales-leading indicators and shared performance data contribute to aligning executive leadership, regional managers, and sales teams towards shared goals?

Don Mastro: Success is not about meeting targets; it is about understanding the journey. Sales-leading indicators, such as weekly, bi-weekly, monthly, and quarterly performance metrics, form the foundation of this understanding. These indicators create a cohesive thread that unites executive leadership, regional managers, and sales teams under the same performance playbook. This alignment is further enhanced by consistently shared dashboards, leaderboards, and sales results, fostering healthy competition and appreciation for shared goals.

BCI: How does the interplay between motivation, accountability, and personal development impact the commitment of salespeople to their roles, especially when sales leaders emphasize individual growth and expertise?

Don Mastro: A powerful motivator for sellers is the promise of personal growth and increased commissions. This is where the delicately balanced equation of motivation, accountability, and personal development comes into play. When sales leaders demonstrate their commitment to individual growth, and when sellers recognize the value of the program and the leadership's expertise, true buy-in is achieved.

BCI: This has been so insightful. Thank you, Don. What kind of results have you seen from putting these practices into place?

Don Mastro: Efforts invested in building an industry-specific sales development program have yielded tangible results that speak volumes. For one, reduced turnover and remarkable growth. In an industry notorious for its high turnover rates, an organization that invests in comprehensive development experiences retains its talent pool better. With a turnover rate of less than 5%, this speaks volumes about the program's efficacy. Even more impressive is the year-over-year growth of nearly 73% achieved, defying economic pressures.

Secondly, it has amplified earnings and empowered our salespeople. A remarkable success story lies in the remarkable growth of individual seller bookings - an astounding 40% increase from $2.2 million to $3.5 million per seller in just 12 months. This is not just a numerical figure; it translates to a 40% boost in individual earnings, rewarding sellers for their dedication and hard work.

BCI: Thank you so much for your time and expertise.

Don Mastro: Thank you, it's been a pleasure.

The Path Forward: Crafting Your Success Story

In the ever-competitive world of sales, success is earned through dedication, strategy, and an unwavering commitment to excellence. An industry-specific sales development program is the roadmap to building a world-class sales organization that thrives in challenging times. By embracing tailored onboarding, specialized academies, consistent coaching, and well-defined metrics, your organization can rise above the competition and achieve remarkable growth. Remember, success is not a destination; it is a journey that is navigated with purpose and dedication.

Want to Read More?

Don Mastro is one of 18 contributors to share their expert insights in our new book, A Field Guide to Data-Driven Sales Enablement. This field guide helps sellers and sales teams address the top three challenges in sales:

  • High sales turnover rates which currently average 34.7% across all sales organizations;
  • Low quota attainment rate which currently averages 43% of the sales organizations; and
  • The time and cost required to get individuals and teams to peak performance.

Hear from industry experts on how they were able to reduce sales turnover by 62% and increase the number of reps making quota by 88%. This book will show you how to substitute data for opinion.

Grab your copy today!

About Don Mastro

Don has been an industry expert in the audiovisual and unified collaboration industry for over four decades. He has led high-growth global sales organizations delivering high-performance sales growth strategies through industry-leading go-to-market strategies and sales playbooks that deliver sales performance. He has led global sales teams for both private and private equity-based organizations, achieving sales results with a disciplined and bought-in approach with sellers.

Don has always been involved as the top sales executive in the company understanding the customer's needs and the goals of the company. He has developed national and global accounts all across the Fortune and Global 500. Enterprise logos like 3M, Deloitte, Mayo Clinic, Humana, BP, Shell, Coca-Cola, Centers for Disease Control & Prevention, King & Spalding Law Firm, Invesco, Morgan Stanley, Goldman Sachs, Barclays, Jacobs, Mastercard, Emerson, and Nestle.

Don has served on the board of AVIXA and currently serves on the board of the National Systems Contractors Association (NSCA). Today, Don is the sales executive for AVI Systems, a 50-year global leader in the audiovisual and collaboration industry.