March 13, 2025
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Building Consistency into Your Sales Process with SVP of Sales, Chris Albro

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Building Consistency into Your Sales Process with SVP of Sales, Chris Albro
Jessica Denny

Jessica Denny

Content and Campaigns Manager

People.ai

Jessica Denny
Building Consistency into Your Sales Process with SVP of Sales, Chris Albro

Table of Contents

Key Takeaways:

  • Consistent sales processes drive success: Without a standardized approach, sales teams struggle with varying processes, lack of visibility, and deals falling through due to skipped critical steps.
  • Integration into workflows transforms adoption: People.ai's Playbooks and Automated Opportunity Scorecards embed sales methodology directly into daily workflows, eliminating manual enforcement and ensuring consistent qualification.
  • Process automation delivers measurable impact: When sales processes are followed consistently, teams achieve better forecast accuracy, faster onboarding, and a shift from process policing to strategic coaching.

Hi, I'm Chris Albro, SVP of Sales at People.ai. Throughout my career, I've managed hundreds of reps and helped in thousands of deals.  I’ve always struggled with one key thing: are results correlated to sales process execution? More simply, what are my top performers doing, and how do I coach everyone to those behaviors?

Creating Sales Process Consistency

Before People.ai: Driving Through the Rear-View Mirror

Before People.ai, I did what most sales leaders do: weekly one-on-ones or deal reviews, peppering sellers with questions from our methodologies. I’d spend hours trying to reconcile their anecdotes with CRM data, and even more time with the inevitable follow-up plea: “Can you please update the XYZ Opportunity with the correct sales stage, please, please…” 

I was effectively trying to coach based on outdated and incomplete information coupled with anecdotes from the past. It was super frustrating for my team members, and certainly not very helpful. 

With People.ai's configurable Playbooks and Automated Opportunity Scorecards: Process built into the workflow

At People.ai, our sales process is built directly into our workflows. Our configurable Playbooks guide sellers through our sales process with easy-to-follow steps. Playbooks are very helpful throughout the entire sales cycle. For example, a rep can’t progress a deal if they haven’t fulfilled checkboxes or a deal can be auto-advanced to the next stage once all checkboxes are fulfilled. Whether you have newer sellers that need guidance, or tenured reps that just dread the Friday afternoon CRM update, Playbooks can help.

Automated Opportunity Scorecards have been the biggest game-changer for me. People.ai analyzes every customer interaction and auto-fills the scorecard against our standardized criteria. When a rep or sales leader reviews an opportunity, they immediately see which qualification elements are strong and which need attention. As a leader, I can load a single dashboard with Opportunity Scorecard results and easily see which Opportunities have the highest risk. My team follows the same process because it's integrated into their sales rituals (and MY sales rituals), not because I'm constantly reminding them. Win-win. 

Sales process consistency before and after People.ai

Sales-Process-Improvements

The impact: Consistency across teams drives better results

Peace of mind comes with knowing your team is following your sales process. Beyond that, following a consistent sales process is mission-critical for success.  Research confirms this, stating that 95% of sales teams who meet or exceed revenue goals consistently follow their sales process. 

A big benefit for me is I'm no longer the process police – I'm a strategic advisor helping my team win deals, which is much more fulfilling.

Next ▶️: RevOps Account Forensics with Jamie Carney

Key Takeaways:

  • Consistent sales processes drive success: Without a standardized approach, sales teams struggle with varying processes, lack of visibility, and deals falling through due to skipped critical steps.
  • Integration into workflows transforms adoption: People.ai's Playbooks and Automated Opportunity Scorecards embed sales methodology directly into daily workflows, eliminating manual enforcement and ensuring consistent qualification.
  • Process automation delivers measurable impact: When sales processes are followed consistently, teams achieve better forecast accuracy, faster onboarding, and a shift from process policing to strategic coaching.

Hi, I'm Chris Albro, SVP of Sales at People.ai. Throughout my career, I've managed hundreds of reps and helped in thousands of deals.  I’ve always struggled with one key thing: are results correlated to sales process execution? More simply, what are my top performers doing, and how do I coach everyone to those behaviors?

Creating Sales Process Consistency

Before People.ai: Driving Through the Rear-View Mirror

Before People.ai, I did what most sales leaders do: weekly one-on-ones or deal reviews, peppering sellers with questions from our methodologies. I’d spend hours trying to reconcile their anecdotes with CRM data, and even more time with the inevitable follow-up plea: “Can you please update the XYZ Opportunity with the correct sales stage, please, please…” 

I was effectively trying to coach based on outdated and incomplete information coupled with anecdotes from the past. It was super frustrating for my team members, and certainly not very helpful. 

With People.ai's configurable Playbooks and Automated Opportunity Scorecards: Process built into the workflow

At People.ai, our sales process is built directly into our workflows. Our configurable Playbooks guide sellers through our sales process with easy-to-follow steps. Playbooks are very helpful throughout the entire sales cycle. For example, a rep can’t progress a deal if they haven’t fulfilled checkboxes or a deal can be auto-advanced to the next stage once all checkboxes are fulfilled. Whether you have newer sellers that need guidance, or tenured reps that just dread the Friday afternoon CRM update, Playbooks can help.

Automated Opportunity Scorecards have been the biggest game-changer for me. People.ai analyzes every customer interaction and auto-fills the scorecard against our standardized criteria. When a rep or sales leader reviews an opportunity, they immediately see which qualification elements are strong and which need attention. As a leader, I can load a single dashboard with Opportunity Scorecard results and easily see which Opportunities have the highest risk. My team follows the same process because it's integrated into their sales rituals (and MY sales rituals), not because I'm constantly reminding them. Win-win. 

Sales process consistency before and after People.ai

Sales-Process-Improvements

The impact: Consistency across teams drives better results

Peace of mind comes with knowing your team is following your sales process. Beyond that, following a consistent sales process is mission-critical for success.  Research confirms this, stating that 95% of sales teams who meet or exceed revenue goals consistently follow their sales process. 

A big benefit for me is I'm no longer the process police – I'm a strategic advisor helping my team win deals, which is much more fulfilling.

Next ▶️: RevOps Account Forensics with Jamie Carney

Building Consistency into Your Sales Process with SVP of Sales, Chris Albro
Building Consistency into Your Sales Process with SVP of Sales, Chris Albro

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