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Insights and Guidelines for Managing Your Sales Team

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By Kunle Adebiyi

The right sales team is a critical factor that determines sales success and revenue growth for an organization. Your sales force isn’t just a group of people, it’s an engine that can propel your organization to get better results and bigger profits. This means that there is a connection between the sales team, the customers and the organization. A highly functional sales team is made of good salesmen and women and the right sales lead. Thus, the ability to develop a top-performing sales team falls on one person — the sales manager.

The sales team structure is an essential component in determining the success of an organization. With over 25 years of experience in consulting, managing sales operations, and developing new businesses across telecommunications, and other industries, I’ll be sharing a few sales tips that can enable you to manage a sales team and invariably close more deals.

The onboarding process is crucial

First, it is important to have a successful onboarding procedure for new sales representatives. Onboarding helps link the overall sales force capacity and staffing. Research shows that the businesses that properly onboard new sales team entrants achieve their profit goals 14% more successfully and have average sales growth rates that are 10% higher.  New hires need to be in sync with recent features and updates about business products and services and are knowledgeable about how the product functions. A knowledgeable sales team is profitable, but this begins with an intentional onboarding process.

Ineffective onboarding may have unintended effects on hiring and turnover, such as prolonging firing decisions and stalling hiring while new salespeople become accustomed. As such, the success of your sales team hinges on this process. Pfizer Products PLC like most pharmaceutical companies in Nigeria has been big on its salesmen induction processes. It is during induction that the basic selling processes are taught and the fire of sales gets ignited in the newcomers. The likes of Doctor Adebodun Sanyaolu, Mr Lere Baale, now a Professor and the CEO of Business School Netherlands and a host of others will take their time to educate the newly hired salesmen on various modules ranging from an in-depth understanding of the company, the products and the competition. You cannot compete successfully without a full understanding of your position in the market relative to your competitors

Automate the processes

Next,  acquire industry tools that help automate repetitive and unproductive tasks.  Sales productivity is a lot easier if the team is not impeded by tasks that do not necessarily help achieve the overall target. Over 400 sales professionals with director-level ranks were surveyed for a 2017 report by CITE Research, and the results showed that most respondents use an average of 11 sales tools.  The #1 “most valuable tool in increasing the effectiveness of a sales team” among those tools, according to the survey, was CRM platforms, which received 4.6 out of 5 ratings. The use of a CRM streamlines the sales process by enabling your sales teams to track prospect activity, engage and follow up with customers, and automate routine processes. The trigger enables reps to respond more rapidly while exerting less effort.

Sales productivity in the field demands a certain level of structure. It requires the sales team to organize their daily schedules. Once the necessary tasks have been listed, they must be prioritized. How many repetitive tasks do your reps perform each day? Your sales reps will have more unproductive tasks and less time to sell if you are not deliberate about automating processes and reducing redundancies. The scheduling and structure of a sales representative’s day are also incredibly essential. Create an effective structure and share it with the team. With Omatsola Barrow,  Managing Director, Tingo, selling does not just happen. Results happen as an outcome of various activities that the salesmen engage in at the right time. This is the reason why he introduced the Sales Conference activities as the gateway into each sales year.

Also, always include enough life in your work-life balance to make your career meaningful!

Communication will ALWAYS be key

In my experience, the key competency for sales managers is communication. Schedules are far more difficult to organize than they are for sales teams, which means that more communications take place via phone conversations than in person. Managers need to regularly check in with the sales team to learn about their attitudes and performance to boost productivity. Having salesmen across a country like Nigeria is even riskier. Salesmen can easily default to the attitude of the forgotten. If Managers do not speak to team members spread across remote territories, they will assume that they have been forgotten and this impacts their productivity. It works like magic to call on some weekends to check up on your salesmen spread far and wide. It’s always a good idea to organize a one-on-one meeting in addition to checking in, especially post-covid. Always make sure to inquire about how you can increase their productivity. A simple ‘How can I help?”, may go a long way.

It is vital to also acknowledge successes and hard work openly.

Avoid Micromanaging

While leading a sales team requires strong leadership skills, avoid micromanaging the group. For example, while it is important to set deadlines and targets, you do not want to control how they get it done. Leaders that micromanage their staff often lack faith in the team’s abilities to stay focused and meet objectives. This will erode employee trust and motivation.

After agreeing on the numbers,  salesmen need to come up with smart plans for achieving the numbers. Conversations are easier when the targets are being met. This unfortunately is not always the case. Managers must avoid dictating solutions but teasing out homegrown solutions from the salesmen in their various territories. The best way to do this is by asking probing questions and listening effectively. Mazen Mroue, MTN Group Chief Technology and Information Officer will always ask, “What more can you do ?” As short as this question is, the embedded power to stimulate thinking is huge.

Remain human

Finally, remain human. Sales managers get so focused on hitting targets, that they sometimes lose sight of the people they work with. These tips have helped me in managing diverse sales teams, implementing global operating plans, supporting product development, customer value management, and brand management. They have helped in revenue-creating processes, increasing market share, applying revenue-generating plans, and leading growth strategies across teams.

Messages like this “You are the best… I can not stop telling people about you, You made me who I am today… You trained me to be hardworking and creative” sent via WhatsApp by Dolapo Kehinde of 9mobile to me are simple testimonies that great results can still be delivered through disciplined execution without leaving blood on the tarmac.

Kunle Adebiyi is an award-winning business leader dedicated to helping corporate organizations achieve scale through excellent sales growth and channel development.


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NDPC Slaps Multichoice with ₦766M Fine for Data Privacy Violations

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Nigeria Data Protection Commission (NDPC) has fined MultiChoice Nigeria ₦766,242,500 for breaching the Nigeria Data Protection Act (NDPA).

NDPC Slaps Multichoice with ₦766M Fine for Data Privacy Violations

NDPC is a public institution that processes data in furtherance of its mandate as Nigeria’s data protection authority and relies on recognised lawful bases for data processing, such as consent, legal obligation, and contract.

The fine was contained in a statement signed by Mr Babatunde Bamigboye, head Legal, Enforcement & Regulations, NDPC.

According to him, the investigation, which commenced in the second quarter of 2024, was triggered by suspected breach of privacy rights of Multichoice subscribers and illegal cross-border transfer of personal data of Nigerians.

“The NDPC found, among others, that Multichoice violated the data privacy rights of subscribers and their friends who are not necessarily subscribers.

The Commission also found that Multichoice carries out illegal cross-border transfer of personal data relating to data subjects in Nigeria.

The depth of data processing by Multichoice is patently intrusive, unfair, unnecessary, and disproportionate.

This is a grave affront to fundamental right to privacy as enshrined in Section 37 of the 1999 Constitution of the Federal Republic of Nigeria.

In line with its standard remediation procedure, the Commission directed Multichoice to carry out appropriate remedial measures.

However, the Commission found the measures undertaken by Multichoice in this regard unsatisfactory.

For want of cooperation, the Commission has directed Multichoice to pay ₦766,242,500 for violating the Nigerian Data Protection Act.

“Nigeria is entitled to protect her citizens and data sovereignty under both international and extant municipal laws, as these have far-reaching implication for rule of law, national security, and economic growth.” the statement said.

Babatunde also revealed that, Vincent Olatunji, national Commissioner, NDPC, has directed that all outlets through which Multichoice is collecting personal data of Nigerian citizens should be investigated for non-compliance.

He added that any outlet that processes personal data in violation of the NDP Act is liable to penalty under the Act.

 


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IFC, AfDB Collaborate with EbonyLife Media to Explore Supporting the African Film Industry to Drive Job Creation

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As part of their ongoing efforts to support the growth of Africa’s creative industries and drive job creation in the region, IFC and the African Development Bank have announced a collaboration with EbonyLife Media, Nigeria’s leading media company, to explore the conditions for the creation of a pan-African investment vehicle targeted at the region’s film sector.

The aim is to improve access to financing for productions that promote original African stories around the world. EbonyLife Media has built a reputation for bringing compelling African narratives to global audiences through innovative storytelling.

The company has produced some of the highest-grossing movies in the region and enjoys strategic collaborations with global media companies, including Sony Pictures Television, Westbrook Studios, Starz, Macro Film Studios and Idris Elba’s 22 Summers.

This effort is in line with IFC’s strategy to expand Africa’s creative industries, recognizing the sector’s potential to drive job creation – especially for youth – promote inclusive narratives, and stimulate economic growth across emerging markets.

Despite the growth of film production across the continent over the last few years, Africa’s film sector remains untapped. According to UNESCO, the sector currently supports approximately 5 million jobs and contributes $5 billion to the continent’s GDP.

However, the industry faces significant challenges that inhibit its growth potential, including persistent financing gaps, policy barriers and lack of a robust intellectual property regulatory framework and implementation, which results in up to 50 percent revenue loss to piracy by film producers in the region.

In this context, IFC, AfDB and Ebony Life are exploring ways in which they can crowd in more capital into African film productions and support the expansion of the film industry at scale in the continent, while working with governments to introduce protection of intellectual property and film incentives, essential to strengthen the economics of film production in the continent.

“Africa’s creative economy is a cultural asset and an engine for inclusive growth, youth employment, and global influence. Through this partnership, we aim to unlock new capital for the continent’s storytellers, helping them bring authentic African voices to international platforms while boosting job creation in one of the most dynamic sectors of the future,” said Dahlia Khalifa, Regional Director for Central Africa and Anglophone West Africa at IFC.

Ousmane Fall, The African Development Bank Group’s Director for Private Sector Operations, said: “This collaboration reflects the African Development Bank Group’s growing interest in creative industries as a growth sector supporting entrepreneurship and job creation for young people and women in Africa.

“By joining forces with EbonyLife, Nigeria’s premium media conglomerate, and IFC, a like-minded DFI institution, we are seeking to support the creation of a sustainable investment vehicle for film production in Africa”.

“This has been a long time coming. For nearly two years, I’ve been quietly laying the groundwork—defining and building an ecosystem designed to scale, to unlock opportunity, and to provide the vital capital African filmmakers need to create stories that resonate across borders and generations.

“Today, I am thrilled and deeply proud to welcome the IFC and AfDB on this journey. Together, we will identify ways in which we can catalyze a new era of African storytelling that can thrive on the global stage” said Mo Abudu, CEO, EbonyLife Media.

 


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Prioritising Security: The Bedrock of Stronger Workplace Collaboration in Nigeria

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By Kehinde Ogundare, Country Head, Zoho Nigeria

In Nigeria’s dynamic and often demanding business landscape, robust workplace collaboration is no longer a luxury—it is a necessity for sustainable growth and resilience. As per a study, 86% of employees believe that a lack of collaboration can lead to workplace failures; its significance cannot be overstated. As enterprises in 2025 increasingly adopt digital tools to enhance teamwork, one critical foundation must support this transformation: unwavering security.

Today, the need to prioritise security goes far beyond protecting sensitive data. It is about fostering trust and laying a solid foundation upon which effective, innovative collaboration can thrive—especially in an era marked by ever-evolving cyber threats.

Security: The Hidden Pillar of Effective Collaboration

Collaboration flourishes in an environment grounded in confidence and safety. When employees trust that their tools are secure against the sophisticated cyber threats of 2025, they are more likely to share information freely and engage deeply. A secure environment nurtures the psychological safety required for open and meaningful contribution.

Conversely, environments that lack adequate security measures not only deter open collaboration but also expose businesses to data breaches, operational disruptions, and the erosion of client and stakeholder trust—risks no forward-thinking enterprise can afford.

Therefore, security must be treated as a core strategic priority rather than an afterthought. This involves implementing best practices such as strict data access controls based on the principle of least privilege and comprehensive data protection measures—encryption, vulnerability management, and safeguarding data at rest, in transit, and in use. Such a commitment becomes the foundation for enduring, high-performing collaboration.

Integrated Platforms: Enabling Secure, Seamless Collaboration

Striking the right balance between agile collaboration and stringent security requires a deliberate, policy-driven approach. Nigerian businesses should adopt integrated platforms where security is built into the very core of the solution. These platforms offer a unified environment for communication, project management, and data sharing—underpinned by a comprehensive data security policy that includes clear protocols for data handling, processing, and privacy.

Here, the value of an all-in-one, inherently secure software suite becomes evident. Solutions that are both affordable and designed with embedded security features empower businesses to protect critical data while facilitating efficient teamwork. Features like data classification, minimal storage of sensitive information, and built-in compliance tools ensure that security is always active—shielding organisations from complex modern threats.

Moreover, these platforms streamline communication and task management, reducing meetings considered ineffective. By providing coordination and information flow, they foster stronger collaboration and drive sustainable growth in Nigeria’s competitive market.

Building a Secure Future for Collaboration

The path to truly collaborative workplaces begins with an unshakable commitment to security. It is an investment that yields significant returns in the form of increased efficiency, stronger team cohesion, and increased stakeholder trust.

For business leaders, the mandate is clear: make security an integral, non-negotiable element of your collaboration strategy. Doing so not only protects your present operations from an increasingly hostile cyber landscape but also establishes a resilient foundation for future innovation and growth.

The future of work in Nigeria is undoubtedly collaborative. Its long-term, however, will be determined by how securely that collaboration is built and maintained.


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