From: bizjournals.com

When executives describe their sales organizations, they often use expressions like “sales department,” “sales team,” and “sales force.” Those three expressions are used as synonyms when, in reality, they serve as phases of the sales organization maturation process.

When the business first opened its doors, the proprietor conducted all of the selling. After a period of time, it dawned on the small business owner that he or she needs to focus on CEO tasks rather than be the sole rainmaker. As a result, steps were taken to hire their first salesperson.

The experience for this this salesperson when joining the company was much like an Indiana Jones movie. No roadmap was provided, just a destination was shared (sometimes, not even that).

Over time, one salesperson becomes two, two becomes four… Low and behold, the sales department has been created. This is the first phase of the sales organization maturation process.

During the sales department phase, the salespeople function as lone rangers, operating in silos. In essence, each one blazes his or her own trail through the jungle in search of treasure. There is little communication among the salespeople during this phase and their results are all over the map. Few succeed and many fail when you have a sales department.

Over time, through wins and losses, what works and what doesn’t becomes apparent to the business owner. Better stated, best practices are identified as a result of those events. As those best practices are shared, the next phase of maturity is reached:the sales team.

This phase is usually marked by the hiring of the company’s first sales manager, who is tasked with opening communication among the salespeople. This leads to idea sharing and peer collaboration. But the acceptance and use of those shared best practices is optional during this phase.

The Holy Grail of optimal sales performance is the final evolutionary phase: the sales force. During this phase, the aforementioned, best practices are turned into processes that the entire sales team follows.

The sales force phase is the institutionalization of best practices among all salespeople. Strategy, process, metrics and compensation are aligned with business objectives – leading to peak performance. Based on those, hiring and onboarding plans are put in place to ensure the right salespeople are brought onboard and that they are positioned for success.

Take a moment and consider where your sales organization falls in the sales organization maturation process. What will it take to move your business to the sales force phase and enjoy the success it affords?