Business Analysis Case Study 5: Enabling Sales Teams Through Data, Dashboards & Scalable Playbooks
Industry:
B2B SaaS – The client was expanding its sales team rapidly to support revenue growth, but struggled with inconsistent sales processes, low visibility into performance metrics, and a lack of structured onboarding. Leadership knew the team needed better tools and data—but first needed clarity on the gaps, needs, and opportunities across the sales org.
Problem:
There was no formal sales enablement strategy in place, and efforts to scale were being held back by:
- No standardized onboarding or performance benchmarks for new reps.
- Fragmented sales processes and ad hoc documentation.
- Disconnected reporting and inconsistent dashboards across teams.
- Sales reps unsure of what “good” looked like, and managers lacking visibility into activities that drove outcomes.
Solution:
We conducted a business analysis engagement focused on sales enablement, using interviews, process audits, and data analysis to uncover inefficiencies and design solutions. The outcome was a scalable enablement system including performance dashboards, onboarding frameworks, and sales playbooks—all aligned with business objectives and rep needs.
Execution:
- Stakeholder Discovery & Needs Analysis – Interviewed sales leadership, enablement managers, and top-performing reps to surface bottlenecks and success drivers.
- Current-State Process Mapping – Documented the rep journey from onboarding to quota, identifying where processes broke down or lacked clarity.
- Activity & Funnel Analysis – Analyzed CRM and sales activity data to understand which actions correlated with higher win rates and pipeline progression.
- Sales Enablement Toolkit Design – Created dashboards, performance scorecards, onboarding milestones, and a digital sales playbook aligned to real workflows.
- Performance Metrics Framework – Defined a consistent set of activity and outcome KPIs across teams to support coaching and accountability.
- Implementation & Training – Rolled out the tools in collaboration with RevOps, and trained managers on how to use them for rep development and pipeline oversight.
Challenges & Roadblocks:
- Disparate Tools & Reporting Habits – Reps and managers were using different reports, creating confusion around performance expectations.
- Low Adoption Risk – Past enablement efforts had failed due to lack of follow-through and buy-in.
- Undefined Success Metrics – Without shared KPIs, it was difficult to coach or measure improvement.
- No Onboarding Framework – New reps were ramping inconsistently, leading to lost productivity in their first 90 days.
Results:
- Reduced new rep ramp time by 30% through a structured onboarding and milestone tracking system.
- Increased sales productivity by 20% due to visibility into rep activity, conversion drivers, and performance patterns.
- Enabled data-driven 1:1 coaching through manager dashboards and rep scorecards.
- Created a sustainable foundation for ongoing enablement as the team continued to grow.
Dashboard:
Key Takeaways & Learnings:
Enablement is not just a content exercise—it’s a process design challenge grounded in stakeholder input and operational insight.
Sales enablement strategy starts with business analysis—understanding the systems, people, and gaps that block performance.
Clear performance metrics and process documentation reduce variability and increase efficiency across growing teams.
Dashboards aligned to actual sales workflows drive higher adoption and better coaching.