Situation
Arjun was out walking his dog on a peaceful New Jersey evening. But as often would happen, he found his mind wandering back to work. He was part of a small, but scrappy Revenue Operations team at Veriff. He helped a team of 40 salespeople, a handful of managers, and one lone enablement leader to use technology in their efforts to sell Veriff’s identity verification platform. Leadership had decided to embark on a shift in methodology, and Arjun and team had the tall task of supporting it through changes and enhancements in technology that would reinforce the right efforts and give them a clear picture of progress.
Pain
The revenue managers Arjun worked with were stretched particularly thin. Each of them had 7-9 team members to coach and hold accountable. They were never going to be able to listen to calls and provide feedback, or understand where to focus support and training.
Their performance tracking was superficial, focused mainly on call volume and surface-level statistics. They could see how many calls a salesperson made, but not why some of those calls might have been ineffective. Insights into specific issues like not selling on impact, pricing problems, or other call-specific challenges were missing. They were falling short on a critical part of leadership: being able to coach the team and provide meaningful feedback and wisdom.
Part of the struggle to pin down performance was that Veriff’s existing sales methodology, MEDPICC, felt incomplete, only covering the superficial elements of the sales process. They lacked guidelines and skills for diagnosing and responding to the real reasons customers buy, and how to actually sell those reasons through champions to other decision makers. They needed to be better at linking their solutions to real customer impact and needs.
They knew they needed to invest in making the team better, but they also needed the tools to be able to understand how those investments were paying off. They needed a more systematic, data-driven approach to understanding and improving sales performance. So Arjun set out to architect the solution.
Impact
Veriff started on their methodology transformation, and Arjun jumped into action. He started by implementing solutions from Momentum (WbD Certified Partner), specifically their new Coaching AI Agent to set a crucial baseline measurement. This way they’d be able to clearly measure the impact of any adjustments and investments in the team.
As the enablement team worked with Winning by Design to implement the SPICED methodology, revamp GTM processes, and organize training for the team, Arjun and team prepared to capture call recording insights and measure the real world application of the concepts. Almost immediately after the initial training, they saw a surge in the use of call opening/hygiene skills, alongside a noticeable improvement in scores measuring discovery technique.
Arjun saw that helping the sales teams approach training and reinforcement like professional athletes was especially impactful. Data became accessible to everyone – like game stats – allowing managers to see individual and team performance across 16 different competencies. As he puts it,
“Without Momentum, we had no idea where our reps were failing at across our competencies. Using their product, we are able to see how reps are performing week over week and analyze the trends to better understand how we can effectively deliver enablement to upscale their core competencies focusing on SPICED methodology”
This enabled week-over-week, month-over-month, and quarter-over-quarter analysis – like monitoring trends over the trajectory of a sports season. They were able to uncover nuanced insights into performance variations, even personal factors affecting the outcome of calls so they could coach and engage the team with proper context.
A continuous feedback loop was implemented. Periodic refresher training on specific concepts was conducted, and the impact on performance was closely monitored. Consistent coaching led to observable performance trends, revealing that without regular reinforcement, performance dipped.
With advanced features in Momentum, like RetroPilot Agent, Arjun could analyze closed-lost opportunities in more detail and uncover the real reasons behind lost deals. He could see where critical events hadn’t been uncovered in previous calls, and where there might be potential to resurrect or create new opportunities.
Arjun is optimistic about the future, planning to focus on competencies across the entire sales funnel, develop a comprehensive understanding of upsell and cross-sell skills, continue enhancing performance and improvement metrics, and create a competency specifically around how well representatives sell Veriff’s products.
While it’s still early to quantify full results due to the length and complexity of their sales cycles, the transformation effort has already had a significant impact on Veriff’s approach to sales performance measurement. They’ve moved from reactive, volume-based metrics to a data-driven, competency-focused, and customer-centric model.
Momentum has 3 main pillars that they impact, one of which is as Arjun puts it, “Democratizing the Data” so he can have Momentum feed Salesforce or other data sources of truth with first party data that he can then visualize and manipulate as he needs. They also provide dashboards to make consumption of data easier for both frontline reps, managers, and C-suite revenue leaders. Arjun said,
“Momentum has allowed us to shift our enablement program from reactive to proactive by first measuring the baseline and the week over week trends of rep performance so that we can effectively plan and deliver our training. It has been invaluable in helping understand our reps core competencies baseline so that we can effectively design enablement programs that upscale our reps.”
