Why do we need a Sales Operations Manual ?
Most organisations want predictable revenue. Very few build the system that makes it possible.
Finance has GAAP. Quality has ISO. Operations have SOPs. Yet sales — the one function – SALES – responsible for growth — is usually left to intuition, talent, and last-minute improvisation.
This gap is exactly what GASP® — Generally Accepted Sales Principles — was created to solve. A structured set of 27 Sales Processes that professionalise sales execution across any industry. And the way a company institutionalises GASP® is through a Sales Operations Manual (SOM).
The Purpose of the Sales Operations Manual
A SOM is not documentation. It is the operating system of a high-performance sales organisation.
It defines: What to do I How to do it I Who owns it I How it is measured I How it is reviewed I What “good” looks like
It removes ambiguity. It removes inconsistency. It removes excuses.
It sets the standards required to build an efficient, scalable, process-driven sales engine.
Just as GAAP standardises financial reporting, GASP® standardises sales execution.
The Core Principle: Follow the Process → The Results Will Follow
Most sales teams are trained to chase the target. Elite teams are trained to chase the process that produces the target.
This is the heart of GASP®:
You cannot “do” sales. You can only execute a process that achieves sales.
When teams stop obsessing about results and start obsessing about process discipline, results become automatic.
This shift changes everything:
- From guesswork to predictability
- From personality-driven sales to system-driven success
- From inconsistent outcomes to consistent performance
- From “I think” to “the data shows”
- From firefighting to controlled execution
This is why the SOM exists: to embed this mindset permanently inside the organisation.
What the SOM Standardises Across the 27 Processes
1. Customer Management (6 Processes)
Including DUVP, pricing, funnel stages, sales calls, productivity norms, MIS.
2. Sales Partner Management (7 Processes)
From partner selection to compensation, induction, target setting, performance control, and R&R.
3. Sales Team Management (6 Processes)
Role mapping, competencies, sourcing, induction, KRAs, appraisals, PDP, rewards, replacement.
4. Sales Operations Management (8 Processes)
Benchmarking, CRM, sales reviews, BOSF culture, customer expansion, new product launch, OJT, execution sustenance.
Together, these 27 processes become the blueprint of how your sales engine runs — every day, without fail.
Why Your Company Cannot Scale Without a SOM
A Sales Operations Manual delivers:
- Predictable execution
- Higher funnel conversion
- Reduced sales cycle times
- Cleaner forecasting
- Better pricing realisation
- Sharper qualification
- Lower attrition
- A consistent customer experience
- A scalable onboarding system
Most importantly, it creates a culture where process is non-negotiable and results are a natural outcome.
Closing Reflection
Revenue is the outcome. Execution is the engine. The SOM is the blueprint that ensures the engine is run the same way, every day, by everyone.
If you want your sales organisation to deliver reliable growth, quarter after quarter, the first step is simple:
Stop chasing the number. Start following the process that guarantees it.
And that process lives inside the Sales Operations Manual.
Build Your Sales Operations Manual with GASP®
At GASP® Sales Academy, we work with Founders, CEOs, and Sales Leaders to:
✔ Codify all 27 GASP® processes ✔ Design your Sales Operations Manual end-to-end ✔ Build performance standards & leading indicators ✔ Align CRM, MIS, reviews, KRAs & benchmarks ✔ Train teams to follow the process, not chase the result ✔ Embed BOSF (Brutal Obsession with Sales Fundamentals) into your culture
Let’s build a sales organisation where execution is consistent and results are automatic. 🌐 www.gaspsalesacademy.com 📩 Connect with us at : bit.ly/4kk0LQO
DINKAR SURI I Founder & UnConsultant I GASP Sales Academy
#SalesOperations #SalesExcellence #SalesLeadership #SalesProductivity #SalesStrategy #SalesExecution #ProcessDrivenSales #GASPSalesAcademy #B2BSales #RevenueGrowth