How to design the deal desk with the right organizational structures and controls to protect profitability without jeopardizing sales velocity.

As organizations transform their Deal Desk to a best in class Revenue Desk, challenges arise. Making this transition calls for new members from various functions, which results in more opinions and at times, competing priorities. When done well, this leads to larger deals, faster sales cycles, and higher win rates. When done poorly, time gets wasted and top line revenue numbers suffer.


Want to be the hero of your Revenue Desk initiative?


Download the Win Strategy Tool. This tool enables a standardized agenda for Revenue Desk meetings, focuses on key areas to help think strategically about the opportunity, and when utilized effectively, increases win rates and average sale price (ASP).


Follow these five steps to reduce the dysfunction and drive value out of your Revenue Desk that impacts the top line of an organization:



Five Steps to Minimize Disruption in your newly Defined Revenue Desk


  1. Develop the Revenue Desk Charter


    Start by defining and documenting what will and will not be covered during Revenue Desk calls. Creating a set of guiding principles ensures that there is clarity within the organization of what value is being derived from this initiative. The Charter sets the baseline for how this group should be utilized and what deals should be reviewed. Having a formalized Charter also acts as an awareness piece for the organization. A Charter that an organization can refer to removes the all too frequent ambiguity of what a Deal or Revenue Desk does. If your Reps believe that this is a “big brother” activity, taking away some of their responsibility versus a strategic motion to accelerate and increase deals, you are doing it wrong.


  2. Create the Revenue Desk Process


    There will always be deals and customers that are deemed as strategic by Sales Leadership. While this is acceptable as an exception, this should not be the rule. Having a defined Revenue Desk process ensures that deals that the right deals are being surfaced for review, and there are defined stages and exit criteria. This allows for productive meetings and drives towards successful outcomes (advancing and winning the deal). Often times Finance needs to act as a check and balance for Sales in these instances. A clear structured process allows for Finance to stay objective about why or why not a certain deal should go through the Revenue Desk.


    Need help setting up an effective Revenue Desk? Review a recent SBI blog on upgrading your Revenue Desk.


  3. Select the Appropriate Revenue Desk Members


    As mentioned above, a best-in-class Revenue Desk should be comprised of a cross-functional team, with representation from Sales, Marketing, Finance, Legal, Enablement and Product. Additionally, ensure that the representative from each of these Functions carries enough weight within the organization. One of the benefits of a Revenue Desk is removing when possible, and streamlining any obstacles a Rep may face when working a deal. If the Revenue Desk representation isn’t at a Leadership level, the Revenue Desk will fail.


  4. Implement a Cadence and Standardized Agenda


    When it comes time for the Revenue Desk meeting, consistency is paramount. Have a defined and reoccurring meeting on the calendar, and ensure Sales has visibility into the cadence. 24 hours prior to the meeting, send out communication on which deals will be reviewed, and who is required to attend.


  5. Enable Sales by Creating a Revenue Desk Template


    Make this process easy on your Reps or they will not leverage this resource. Develop a standardized template that captures the right level of detail regarding the deal that will be under review. This should not be a laborious “check the box” type activity. The intent of this is to have the Rep and the Revenue Desk team elevate their thinking to a strategic level. Having a standardized format drives familiarity and efficiency within the process as well.


Implementing these five steps will limit the dysfunction within a Revenue Desk and lead to better top line numbers for an organization. Don’t let your Revenue Desk transformation miss the mark by avoiding structure and process.


How do you get started with these five steps? SBI has given you a head start by providing a tool for sales to implement immediately around negotiating with Buyers. This Win Strategy Tool can be leveraged as your standardized template that you can immediate roll out and begin executing.



Additional Content


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Adam Sheehan

Blends his background in consulting and sales to deliver a detailed analytical solution for his clients to help them make their number.

Adam has built onto his Sales and Consulting background by being involved with a wide variety of projects at SBI. Adam has designed and implement best-in-class custom Sales Processes for multiple clients. He has redesigned territories, realigned quotas, and constructed sales compensation plans to provide the best opportunity for Reps to optimize their selling time and for the client to make their number. Adam has deep experience in campaign development as well. Everything from designing and executing  multi-touch campaigns, to developing a Field Marketing strategy for a global B2B organization.

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