Role and scope
- Role: Senior Vice President – Sales Planning & Excellence.
- Reporting: EVP & Head of Sales.
- CRM scope: Microsoft Dynamics adoption across 700+ sales users and 11 branches.
Moving from Excel-led working to a common CRM model
Srrinivas led Microsoft Dynamics CRM adoption across 700+ sales users and 11 branches, moving from Excel-led working towards a common CRM model.
The mandate connected sales-process improvement and CRM adoption with the information management needed to review the business. The platform in this role was Microsoft Dynamics, distinct from his earlier Salesforce work at Kohler.
Management dashboards and performance governance
The role included dashboards and reporting for business heads and senior leadership, alongside performance governance and incentive planning with HR.
These responsibilities connected the sales planning function to management reviews, performance measures and the decisions needed to coordinate execution across the sales organisation.
Commercial decisions alongside systems work
The agenda also included a shift towards value-based pricing. It brought sales processes, performance systems and commercial decisions into a wider Sales Planning & Excellence mandate.
The role brought together senior functional leadership in sales planning, CRM and commercial performance systems.
What this experience demonstrates
The work illustrates Sales Operations as a management function spanning process, CRM, analytics, incentives and governance. The leadership scope was broader than CRM administration or producing reports.
Related work
See the sales analytics and dashboard practice, the forecast accuracy guide, and the Kohler national Salesforce case.