Sales rules of engagement overview
Rules of engagement define everything about who ownership on your customer-facing teams — from routing new leads, assigning opportunities, allocating customer accounts, and everything in between.
It’s partially about ensuring a smooth experience for your customers throughout their lifecycle with your company. It’s also about making sure your reps have clear guidelines about who owns which accounts when, so that everyone is working together to close new business, retain existing customers, and make a good living in the process. Finally, it’s about making sure it’s clear how and when reps will be compensated for working an account, and ensuring you don’t end up having to double-comp new deals.
Rules of engagement can be complex and will constantly change; it’s best to assume that from the beginning. But they’re also vitally important - because they dictate who has ownership over accounts, who gets credit for deals, and how sales teams work together. When done well, effective ROE makes productive, happier teams, smoother customer interactions, and improved close rates. But bad ROE will destroy your team’s morale and efficiency. It will slow down your revenue velocity, confuse customers, and generate internal conflict.
So how do you manage your ROE? It might be a dusty old Word doc, or an unwieldy shared Google doc. Maybe you have rules codified in Salesforce. You might even have some flowcharts. No matter what, you likely have something written down, but it’s probably not in as good shape as it could be. If you don’t have something written down, knowledge about ROE is probably shared across key members of your team (usually the ones who’ve been there a while).
And that’s okay, for now. Literally every sales team on the planet struggles with rules of engagement. So we’re here to help.
This toolkit contains a few things to help you straighten out your rules of engagement. If you’re just starting out with your team’s ROE, this kit will walk you through all the different areas you should consider documenting. If you have existing ROE and they need some cleaning up, this document will help you figure out what to update and what to add.
Ultimately, rules of engagement address issues of ownership and accountability. Who owns which accounts when? Who’s responsible for doing what? It sounds simple, but it’s not.
So let’s get started. Grab a pen.