Deal desk and the perfect accounting-sales relationship
Hey there, fellow accounting enthusiasts. In a recent episode of the podcast, I had the privilege of sitting down with Matt Dobson , SVP and Chief Accounting Officer at Zuora, and Aaron Kerzner , Regional VP of Strategic Accounts at Zuora. Their candid discussion shed light on the often underestimated, but incredibly impactful relationship between sales and accounting.
As they aptly put it, this isn't just about business; it's about fostering the best possible relationship between sales and accounting to benefit the business and drive revenue.
Key takeaways
Sales and accounting make great BFFs
Now, I must admit, during my tenure in the accounting group, I didn't always have the best relationship with the sales team. In fact, at times, it was downright painful. But Matt and Aaron have something special in their partnership. The lesson here is that the bond between sales and accounting doesn't have to be strained—it can be a powerful alliance.
Imagine the possibilities when sales and accounting work seamlessly together, like the best of friends. When these teams communicate and collaborate, information flows effortlessly and business operations become smoother, which isn't just a nice-to-have—it's a game-changer.
“Remind yourselves that you're both actually trying to accomplish the same thing in the end, which is to drive revenue and drive your stock price…So I think it's like that mentality of the same team versus this concept where the revenue or the finance team is like existing in this black box. Just realize if you're a revenue accountant or you're a deal desk person that the sales rep that's coming to you probably doesn't have a deep understanding of a lot of the concepts that are going to drive the structures of how you do contracts the way you do…I think coming at it with the same team [mindset] and also partially a little bit of an educational tact, I think really goes a long way. You'd be absolutely amazed how many cycles it condenses. And it can turn something that would take two or three weeks into a single one or two hour call.”
Trust is key
Building trust isn't something that happens overnight. When sales and accounting teams invest the time and energy to cultivate trust, it enhances their relationship and, in turn, benefits the business and its customers.
Trust empowers sales and accounting to work together with transparency, understanding, and shared goals. Everybody wins when we trust each other.
“There's oftentimes different ways to solve the problem. And I think we can work through, the better partnership, the more we work through that together, the better outcome we're going to have. And the earlier we're involved in the process, the better, right?... And I think that partnership's really where, like I mentioned earlier, it's the exciting part of the job. It's where we can add a lot of value. I think it's where the team really does a great job here.”
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We're all working towards the same goal
In any organization, when teams collaborate openly, deals happen faster and more efficiently. The key is to ensure that everyone understands the focus of each role and how it contributes to the same outcome—driving revenue.
Sales and accounting often have distinct functions, but these functions are not mutually exclusive. By recognizing that they share a common goal, both teams can align their efforts for more effective revenue generation.
“We all want the revenue to come in. Like you said, we're all on the same team, but it's a hard job. I mean, there's a reason I'm in accounting and not sales, right? So, you know, trying to be understanding of that and look at it as a partnership… the better partnership, the more we work through that together, the better outcome we're going to have.”
Harness the opportunity to become more credible negotiators
One of the most significant advantages of a harmonious relationship between sales and accounting is that it transforms both teams into more credible negotiators. When both sides are fully aware of what they're doing and why, there's a shared pool of knowledge that sets the stage for success in negotiations.
Understanding why some decisions are firm 'nos' and others are an enthusiastic 'yes' provides valuable insights for both sides. It not only streamlines negotiations but also ensures that the agreements made are more realistic and beneficial for all parties involved.
“One of the other ways that having a close relationship with Matt and his team has actually made me a better sales leader and my sellers better sellers is the fact that, I feel as though we're much more credible negotiators because if you're negotiating with someone that's in procurement and they're part of the finance organization typically, there's maybe a representative from finance in the room because they're our buyer, right? I've spent a lot of time early in my career going back and saying like, well, you know, okay, but you asked us for five things and it's like, no, no, no, no, yes, or whatever. But not being able to actually understand…So, it allows me to be a lot more credible. And instead of just telling a customer, no, it's like, well, we can't do that because then it's no from a revenue recognition or a finance perspective, or it's no longer a compliant deal, or it's a deferral, and the customer's like, okay, I get it.”
About the author:
Em Daigle is the VP and General Manager of Zuora Revenue. As a former revenue accountant turned tech executive, Em has always been fascinated by the intersection of accounting and technology. Her mission is to empower every corporate accounting team with the latest technology that enables completeness, accuracy, and real-time revenue visibility, while getting accountants out of “Ex-Hell” and allowing them to focus on analytics and business partnering.
Follow Em on LinkedIn for insights that help accounting leaders evolve their career, modernize their teams and become more influential partners to the business.