article | January 15, 2014
How to Align HR Priorities for Top Sales Results
The New Year has started. Every sales leader has a fresh list of HR projects to accomplish. Each initiative seems to be the #1 top priority. The ones that aren’t hot today will soon become urgent. This will surely overwhelm the Human Resources business partner.
Today’s post will help align HR projects with Sales goals. It’s the story of Tracy, the business partner for sales at a B2B technology company. Tracy constantly asks, “What are the HR project priorities that provide the outcomes we need?” I asked her if she is ever hit with a surprise request. She laughed and said that it happens all the time. The series of unpredictable events is endless. There are always issues caused by budget cuts, a competitive threat or talent changes.
Without a crystal ball to see the future, how can HR stay ahead? Tracy’s approach was remarkably powerful. She shared her ideas for success as the business partner to Sales.
The Curse of Last Year
A few years ago, Tracy felt whipsawed by her responsibilities. She always seemed to be working on the wrong project. Priorities shifted quickly; she was finishing up yesterday’s priority and missing today’s deadline. She realized that everything was urgent. These are typical of the projects on her list:
When everything is a priority, there are no priorities. There must be a better way.
3 Common Dimensions
Tracy took the list of projects for the year and met with sales leaders. One-on-one conversations confirmed her suspicions. There was no agreement on what was most important. She asked some second-level questions. It became clear that the linkage between sales goals and projects was poorly defined. Or completely missing.
What emerged from the discussions were 3 common dimensions:
Impact on Revenue – Projects are more important if they help “Make the Number.” Example: recruiting ‘A’ player talent is essential to capturing new logo revenue.
Cost to Implement – Some excellent project ideas are just not affordable. Example: a new Learning Management System would enhance talent development. But the budget is only partially committed.
Effort Required – Some projects require tremendous effort and coordination. Example: An onboarding curriculum requires a complete mapping of the learning path of a new hire. It’s much more than just a series of independent training modules.
You can’t work on everything at once; where do you focus your energy right now?
The Project Prioritizer
The 3 dimensions provide a framework for setting priorities. Tracy made an assessment through her one-on-one conversations. She stack-ranked the projects and gained agreement with sales leaders. During the remainder of the year, she could always point to the priorities that were set in January. There were changes during the year, but trade-offs were made objectively. As one project rose in importance, another was pushed down the stack.
She used a simple matrix for scoring each project. The “HR Project Prioritizer” is a convenient way to gain agreement with a group of stakeholders. It compares each project against the others. The pet projects and leftovers are exposed. Essential projects are in the spotlight.
5 Steps to Success
Start the year with a roadmap that has a high probability of success.
The “bubble chart” provides a useful visual reference. The stakeholders can quickly see how each project compares with the others.
Impact – Largest bubbles have the most positive revenue impact
Cost – Most expensive projects rise to the top of the chart
Effort – Easiest projects are on the left side of the chart
HR and Sales leaders must work together towards common goals. This quick assessment sets the stage for a successful year. Your chances of Making the Number will soar once your priorities are aligned.
As we round out 2020 and begin to look ahead to 2021, the topic of revenue planning is surely at the...
In a world of uncertainty, market leaders are sure which customer touchpoints require prioritization...
Marketing leaders have faced numerous difficulties over the past year, but one challenge is not excl...
The software industry has experienced more disruption in the last 6 months than in the previous 10 y...
As a sales leader, you view the revenue planning process as a tug-of-war between reality and board e...
Nearing the end of 2020, less than a dozen market-leading CEOs gathered for SBI’s fall Advisor...
At this point in 2020, all your competitors have undergone some variation of a “digital transf...
The most difficult challenge leaders will face in 2021 is motivating personnel. Even with a new pros...
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.