Salesforce Administration
Kelsey Taylor Dudley
Sales & Revenue Operations, Small Business Owner
Otto,NC
Summary
Strategic partner to the C-Suite with extensive experience in establishing cross functional alignment through data driven decision making. Expert knowledge of industry KPIs that maximize revenue throughout the customer lifecycle. Highly skilled in conducting analyses leading to proven increases in sales efficiency, customer retention, and growth opportunities. 12+ years of experience in the SaaS industry in fast growth companies across multiple verticals including Ed Tech, Risk Management, Marketing, and Security software offerings.
Overview
12
12
years of professional experience
Work History
Senior Manager, Revenue Operations
Everstream Analytics
08.2023 - 07.2024
- Building our first Revenue & Sales Operations department under the CFO and serving as a cross-functional liaison to the executive leadership team
- Owner of all reporting focused on pipeline creation and customer lifecycle, from first intent to ensuring retention
- Managing compensation plan design and commission calculations for over 60 employees in revenue driving roles
- Administrator of Salesforce.com, Gong, and partner to assist in integrations with marketing and demand generation platforms, including Demandbase and Marketo
- Revamped territory and sales team structure to align with GTM strategy to accommodate for recent acquisitions and product development
- Designed a ‘propensity to buy' model, uncovering over $50M of whitespace potential revenue in existing base
Senior Manager, Revenue Operations
GoGuardian
10.2021 - 07.2023
- Led department of Senior Analysts responsible for all Salesforce integrated platforms across a revenue organization of over 200 representatives, including VPs and CRO
- Supported Sales leadership through implementation of Clari and leveraged Analytics to uncover powerful insights, including increasing quarterly forecast accuracy to 90%
- Single handedly designed territory restructures as the company grew from 500 to 650 employees and partnered with Sales Operations to execute resulting CRM adjustments. Imported data and redistributed ownership post acquisitions
- Managed and distributed 30-40 annual compensation plans and created new ones as roles continued to evolve and provided recommendations to executive team that led to >$300K in commissions cost savings
- Partnered with SFDC development team, including external consultants, to map complex hierarchies and maintain data integrity across ~150K Salesforce Accounts
- Trusted advisor to the Marketing team through implementation and management of updated prospecting tools, and provided guidance to Business Development team after assessing drivers of low top of funnel conversion metrics
- Strategized with Finance to distribute quotas for each product and revenue type, increasing Cross-Sell attach rates across the portfolio
- Continuously built out improved Gainsight features to optimize customer lifecycle and improve product usage visibility to Success, Implementation, and Product Specialist teams
- Presented key takeaways from analyses to VP of Revenue, influencing overall GTM planning. These included findings from creating new pricing structure models, assessments of seller productivity, onboarding time, and impact of Enablement initiatives
Director, Revenue Operations
ClickDimensions
12.2017 - 10.2021
- Established Revenue Operations function within the organization and newly developed Business Systems department through collaboration with Sales, Marketing, and Finance
- Introduced companywide visibility into key SaaS metrics and standardized monthly reporting within 90 days
- Created capacity models to handle various drivers in new product acquisition, marketing, and sales resource investments and utilized them to drive cross-functional alignment in prior finalizing multi-year plans
- Performed analyses on each stage of the lead to customer funnel, uncovering areas of inefficiency in the nurture process and whitespace opportunity within existing client base, providing insights prior to making key decisions in product and go-to-market strategies
- Implemented Tableau as an automated solution for real-time visibility into growth indicators, including quota attainment, pipeline generation, renewal status, and channel partner health
- Partnered with systems architects to leverage historical data via Azure SQL for powerful insights to identify trends
- Designed sales organization structure and introduced an updated compensation model to incentivize growth bookings in additional product offerings and client services
- Partnered with Xactly to automate commission process and provide visibility into plan structure and payment
- Prepared quarterly presentations for board of directors and private equity owners on performance against Operating Plan for revenue generating departments and provided direction on KPI improvements
- Leveraged Microsoft tech stack to enforce reliable management of subscription renewal dates and revenue by customer to manage retention, also exposing an average of $500K in expansion bookings potential per month
- Empowered sales leadership with accurate forecasting by identifying variances in lead-opportunity hand off process, ultimately normalizing win rates and resulting pipeline predictability
- Translated complex manipulation exercises from Excel into a real-time dataset to provide historical context and performance to current plan to establish a single source of truth for stakeholders from all departments.
WW Sales Operations Manager
IBM, Watson
08.2014 - 12.2017
- Supported $400M business unit by standardizing reporting and providing Sales leadership with consistent and repeatable source of sales metrics and analysis
- Identified process gaps and opportunities to deploy Salesforce applications and integrations across our business, including creation of custom objects, workflow rules
- Created role specific dashboards to provide real-time opportunity insights to increase synergy within the sales cycle
- Streamlined data exports from multiple systems to track sales performance against objectives on growth and retention in consistent weekly deliverables and offered additional qualitative analysis to drive executive decisions
- Revolutionized reports on customer retention and attrition by incorporating in-depth analysis on 2,000+ client profiles and product usage trends used to develop expansion strategy
- Acted as primary Operations liaison to drive structure and discipline across the organization through projects such annual budget planning, establishment of conversion rate targets, and creation of deployment models.
Sales Operations Analyst
VMWare
02.2013 - 08.2014
- Customized reports for CEO and executives to provide in depth analysis on weekly/monthly/quarterly sales trends
- Created strategies to promote growth in emerging and established international markets
- Handled all aspects of the CRM system including standardized dashboard and report creation, lead generation, and pipeline management
- Collaborated with executives to create new sales markets and realign territories
- Tracked billed service hours and project cost for companywide Professional Service teams.
Account Executive
Cumulus Media
05.2012 - 02.2013
- Generated leads and reached out to national and local businesses to create radio and website advertisements
- Consistently ranked top 5% of sellers in the branch, which consisted of over 100 growth driven sales employees
- Launched 7 national markets and built pipelines in these markets for future representatives
Education
B.S - Science, Technology, and Culture
Georgia Institute of Technology
Atlanta, GA05.2012
Skills
- Salesforcecom system administration
- Administration of MS Dynamics CRM
- Compensation plan development using Xactly
- Compensation plan design: Spiff
- Board of Director deliverables
- Data Integrity Maintenance
- Forecasting expertise
- Forecasting: Outreach
- Forecasting: Revenue Analytics
- Tableau data visualization
- Visual Analytics: Power BI
- Excel Expert
- VBA
- Microsoft Suite
- Prospecting: Groove
- Prospecting: Hubspot
- Prospecting: Salesforce Campaigns
- Customer Health Scoring: Product usage analysis via SQL Workbench
- Customer Health Scoring: Gainsight
- Compensation plan design: Xactly Incent
- Compensation plan design: SimplyComp
- Customer Health: Product usage analysis via SQL Workbench
- Customer Health: Gainsight
Software
Microsoft Dynamics Administration
Tableau
Power BI
Xactly
Spiff
Clari
Outreach
Microsoft Excel
Groove
Gainsight
SQL
Timeline
Senior Manager, Revenue Operations
Everstream Analytics
08.2023 - 07.2024
Senior Manager, Revenue Operations
GoGuardian
10.2021 - 07.2023
Director, Revenue Operations
ClickDimensions
12.2017 - 10.2021
WW Sales Operations Manager
IBM, Watson
08.2014 - 12.2017
Sales Operations Analyst
VMWare
02.2013 - 08.2014
Account Executive
Cumulus Media
05.2012 - 02.2013
B.S - Science, Technology, and Culture
Georgia Institute of Technology
Similar Profiles
Charlie BlackCharlie Black
Supply Chain Risk Advisor at Everstream AnalyticsSupply Chain Risk Advisor at Everstream Analytics
CHETAN PATHAKCHETAN PATHAK
Data Research Analyst at Everstream Analytics (Fluid Live Solutions Private Limited)Data Research Analyst at Everstream Analytics (Fluid Live Solutions Private Limited)
Nicholas SturgisNicholas Sturgis
NOC Engineer 2 at Everstream SolutionsNOC Engineer 2 at Everstream Solutions
Anna PoindexterAnna Poindexter
Lead Teacher at Macon Program for ProgressLead Teacher at Macon Program for Progress
Jody WilliamsonJody Williamson
Respiratory Therapist at UNC Pardee HealthRespiratory Therapist at UNC Pardee Health